1. Including a navigation
When creating a landing page, the focus of the page should have one single purpose. The purpose should enable your visitor to undertake the action you want them to, ideally the landing page should be engaging enough so the potential visitor is willing to provide their information.
Landing pages need to be distraction free so removing the navigation and anything that could be classified as additional offers, this enables your visitors to keep focus and engage with the intended offer.
2. Not providing post conversion “Thank You” page
When your website visitor has complete the task intended on your landing page where should they go next?
“Thank You” pages are the perfect next step to take a visitor after they have completed the intended actions, a “Thank You” page provides you with an opportunity to connect your lead further into you brand.
3. Not creating value in the heading
Grabbing a visitors’ attention is vital on a landing page, as browsing behaviours change website visitors’ attention spans are becoming shorter, to provide a hook and to make your visitors engage providing your offer in the header as clear as possible can help combat this issue.
Creating a clear title with the offer included will help achieve this, include one of the below to help:
- Clear description of the offer (Download your guide to X)
- Clear action and value of the offer (Download your guide to X which will help you with X)
4. Making forms difficult to complete
Making the process of completing a form complex or difficult for a potential lead to engage with could cost you vital conversions. If your form is complex or requires a lot of thought this could provide friction and make the opt in form less effective.
To help with this when designing your form think about the following:
- Make sure you only include the relevant fields you require your visitor to complete.
- Design of the form could effective completion, do icons aid or distract from conversion
- In field labels or placeholder text
The bottom line is to make completing the form seamless and a simple process.
5. Not creating engaging call to actions
When completing a form, the call to action needs to be engaging, visitors now understand more that “submit”, “send” is a generic term and means they will be added to a marketing database.
Another reason not to use submit or send is because it doesn’t provide any benefit to the user so why should they complete the form?
Best practice to help improve your prospect of generating a lead and increase your chances of conversion is to add action words which keep the purpose of them completing the form fresh in their mind.
A great example is to include your headline action in the call to action button.
Need help with your landing pages, get in touch with us and we can help your business grow their lead prospects.