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A landing page is a webpage you can direct people to when they click on a search engine result or online advertisement.
The page can be linked to social media, a product page, opt-in email or specific content.
Here are five of the most common reasons your landing pages are failing and some top tips on how to improve them!
1. Wrong headline
The success of a landing page can depend on the quality of the headline copy. It’s your chance to instantly grab the visitor’s attention.
Research shows that, on average, 8 out of 10 people will read headline copy, but only 2 out of 10 visitors will continue reading the rest of the page.
Make sure the headline is relevant to the page and short and snappy enough to keep up interest.
2. Clumsy site design
Often, due to the CMS we use, when building and designing a landing page we can encounter certain constraints. The most effective landing pages keep it simple and uncluttered.
When it comes down to traffic hitting a landing page with focus on a specific term or product, all the headers and sidebars usually found on your pages can become irrelevant and just move the focus away from the main aim of the landing page. Make your landing page the cleanest page you can.
3. Too many choices
An effective landing page should have a specific aim. Do not give people multiple choices once you have them on your landing page.
Often more choices results in people making no decision at all. Make sure your messages are clear. Asking for more than one thing can be a conversion killer.
4. Ignoring basic design principles
Brash fonts, gaudy colours and silly artwork do not make for success in most cases and usually damage your credibility with your audience.
A great landing page utilises effective and tasteful fonts, colours and visuals specifically tailored to the audience and specific action you desire the landing page to fulfil.
5. Taking things for granted
Think about things from your target audience perspective. Make sure your copy is well written and compelling.
Never assume that once someone arrives on the landing page they will complete the action you desire. Don’t be lazy about grabbing and holding attention. And remember to keep the most important and relevant copy above the fold.
Contact our digital marketing team for more info and see how we can help you.