Landing page didn’t land. There are many reasons behind an unsuccessful landing page.
By saying landing page didn’t land we mean, that the landing page didn’t serve its purpose. It did not generate enough leads or engagements. The reasons could be a lack of purpose, no clear message, too much information at the same time, no keywords in headlines, misleading titles and pictures and no call to action.
What is a landing page?
The landing page is very crucial page for any website. It is that area of the website where victors arrive after clicking an ad, a social post, a referral or search listing.The effectiveness of this page is determined by its conversion rate or engagement rate.Landing pages can be considered as transactional pages of a website. It’s more common to refer to a landing page as being a standalone web page, distinct from the main website that has been designed for a single focused objective.
Landing pages are often linked to social media, email campaigns or search engine marketing campaigns in order to enhance the effectiveness of the advertisements. The general goal of a landing page is to convert site visitors into sales or leads. If the goal is to obtain a lead, the landing page will include some method for the visitor to get into contact, usually a phone number, or an inquiry form – Wikipedia.
Landing page didn’t land. How can you make your landing page more beneficial for your products and services? Let’s discuss this in detail –
Landing page didn’t land because of misleading title, headlines or subheading –
Different headlines work for different pages and user goals. The title should convey the most important message to the user that ‘they are in the right place’. The headline should be such that it appears to be speaking to the user, it should give them a solution to what they are looking for. It should be compelling. For example, if your call to action says “Get a free eBook”. Then the word ‘free’ should be clearly visible in your title or headline. If there are some conditions which apply they should also be clear. The title should be written in simple English so that it can be remembered easily. It should be concise. The headline should focus on the benefits of the product. A clearly written compelling headline will hold the user’s attention and encourage them to find out more. Use different headlines to see the engagement results.
Landing page didn’t land because you never shared your success on your landing page –
The biggest mistake that companies do while designing their landing pages is failing to include any element of social proof. Never be afraid to show your own successes. Saying good things about your own product is one thing, but if your users say the same thing about your product it will be wonderful. Your potential consumers are more likely to listen to them. Try and put the testimonial in video format. They give more authenticity to your product.
Landing page didn’t land because of so much information available on the landing page –
We all have a common belief that more options we give to our consumer the better it is for our company. It is not always true. If you have a lot on your landing page the consumer may take a longer time and they might get distracted. You need only those text (concise text) and images which convey a very straight forward message. So you can convert a visitor faster to a potential buyer. Try to put relevant images because images can say a lot more than words.
‘Call for Action’ button on landing pages
Another important feature of a landing page. Landing pages are designed to gather information from the potential consumer such as name and email address. A mistake that companies do while designing landing pages asking for a little too much information. This results in cluttered and complicated designs. This can also mislead potential customers and they may loose their interest.
Landing page didn’t land because you never keep your audience need in mind while designing Landing page –
People don’t want to be subjected to a sales pitch. People are interested in their own needs and problems. If your landing page caters to those issues, then people will read and explore the site. So while designing the landing page if the company focuses only on the product, its dimensions and features it will be a waste. Instead of talking about the product, talk about its benefits to the potential audience. For example, a portable vacuum cleaner company can say that their particular product is designed to allow you use it easily for everyday tasks without dragging a bulky machine, or having to hold on tightly, causing stress and muscle tension to your lovable hands and back.