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3 Reasons Your Landing Page Is Not ConvertingTyler Banfield, 04-23-2007 |
Whether you are trying to collect e-mail addresses for a product launch or are trying to sell your latest invention, if you do not have an effective landing page, you might as well be flushing the money you are spending on PPC down the toilet. An optimized landing page is the most effective way to optimize your ROI on any PPC campaign. If you have a landing page but are failing to get the conversions you desire, here are three factors that may be the root of this problem:
Your Landing Page was Designed in 1999: Simply put, people prefer aesthetically pleasing web pages. Therefore, if your landing page looks like a thirteen year designed it in Microsoft Front Page, chances are it’s going to turn your visitors off. To avoid this problem, take some time and give your landing page a face-lift. You should avoid cluttering your page to the point where visitors get lost, but don’t be afraid to implement some standard Web 2.0 design conventions. Also, think about your target audience when designing your landing page. A landing page for Snoop Dogg ring tones should look much different than a landing page for professional consulting services.
Inform Your Visitors, but Don’t Overwhelm Them: The copy you place on your landing page will make or break the success of the page. Although telling your visitors about what you are offering is extremely important, if you put too much information on the page you are going to overwhelm (or bore) the people coming to your landing page. The easiest way to find out how much text you need on your landing page is to do some split testing. You can create two or three different landing pages with varying amounts of copy, and then find out which one has the highest conversion rates.
Take Away Your Visitors’ Options: Normally, having an easy-to-use navigation system is vital to keeping visitors happy. However, when it comes to a landing page, having navigation or other links is only going to lower your conversion rate. By removing any extra links, you can ensure that your visitors are focused solely on what you are trying to convert.
Your Landing Page was Designed in 1999: Simply put, people prefer aesthetically pleasing web pages. Therefore, if your landing page looks like a thirteen year designed it in Microsoft Front Page, chances are it’s going to turn your visitors off. To avoid this problem, take some time and give your landing page a face-lift. You should avoid cluttering your page to the point where visitors get lost, but don’t be afraid to implement some standard Web 2.0 design conventions. Also, think about your target audience when designing your landing page. A landing page for Snoop Dogg ring tones should look much different than a landing page for professional consulting services.
Inform Your Visitors, but Don’t Overwhelm Them: The copy you place on your landing page will make or break the success of the page. Although telling your visitors about what you are offering is extremely important, if you put too much information on the page you are going to overwhelm (or bore) the people coming to your landing page. The easiest way to find out how much text you need on your landing page is to do some split testing. You can create two or three different landing pages with varying amounts of copy, and then find out which one has the highest conversion rates.
Take Away Your Visitors’ Options: Normally, having an easy-to-use navigation system is vital to keeping visitors happy. However, when it comes to a landing page, having navigation or other links is only going to lower your conversion rate. By removing any extra links, you can ensure that your visitors are focused solely on what you are trying to convert.
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