Generating enough marketing-qualified leads is the single biggest challenge facing modern marketing teams. Only 13 percent of modern marketers believe their landing pages are effective, despite the fact that 66 percent of brands have multiple landing pages on their sites. At many companies, existing landing pages may have dismal conversion rates due to poor optimization, a lack of A/B testing, or many other factors.
If your conversion rates are plummeting, you may be guilty of making some of the most common mistakes. By avoiding some errors that can plague organizations in all industries, marketers can increase their chances of meeting their metrics month after month. Join us as we review and analyze some of the most common page mistakes that can cause metrics to plummet.
1. Overly Invasive Forms
Marketers should never create excessively invasive forms, which can cause qualified prospects to become frustrated and abandon the conversion process. As marketer Amanda Durepros points out, the goal is to avoid "friction," including overly invasive questions. Remember, prospects in the "awareness" stage of the buyer's journey aren't ready to make a sale. They're simply researching their options. Your landing page shouldn't feel like a commitment
When it comes to form design, bare minimum necessary to qualify your leads and don't include anything that could be perceived as too personal. Invasive questions can include age, zip code, full address and phone number. In many cases, an email address, job title, and company website are far more appropriate questions.
2. No Clear Value Proposition
Remember, it only takes your prospects a few seconds (if that long) to evaluate your landing page. Answer the question of "What's in it for me?". Use your landing page's headline to create a unique value proposition (UVP) that explains the value of your offer.
HubSpot's Andy Pitre advises marketers to include an action, a description and a value-driven outcome in the page headline. Be clear that "downloading your guide" will teach marketers to "double their lead generation."
3. Too Many Distractions
Each landing page should have a single goal, which is to convert website visitors into leads. Each extraneous element can reduce your conversion. Include only the bare minimum, which is value-driven text and imagery, social proof, a form and a download button. Including multiple offers, excessive embeds or even a navigation bar may distract your prospects from converting. One of the cardinal sins of landing pages is when your prospects don't know WHAT to do because there's just too many options.
You've probably encountered landing pages for "kits," or collections or eBooks and tools. While these landing pages may be a bit more difficult to create, there's no reason they need to be distracting. By grouping your offers closely around concepts, actions, or key search terms, marketers can avoid distracting their prospects.
4. Your Images Are All Wrong
The vast majority of people react better to images than plain text. However, the wrong images can increase friction and decrease conversions. Excessively large or uncompressed files can slow load times to a speed that's unacceptable to impatient mobile users. Images that don't show impact or proof won't add much value to your landing page. Landscape images or generic stock photos of happy people are typically ineffective.
What should you use instead? Snapshots of your eBook cover or "sneak peeks" of your whitepaper clearly communicate what you have to offer. Pictures of your actual staff can be a lot more trustworthy than stock photos of models. Remember, your prospects are smart, and they can tell when you're using stock imagery!
5. Your Button Is Boring
The button at the bottom of your landing page should be a final means of prompting your prospects to take action. While simple wording like "submit" or "download" is definitely acceptable, it's not optimal. Including more interesting, action-oriented language like "Start your free trial!".
Optimizing your landing pages into lead generation assets can significantly improve your qualified lead generation metrics. By avoiding these simple mistakes and engaging in A/B testing, marketers can turn their landing pages into some of their most valuable marketing assets.