5 Landing Page Mistakes That Decrease Conversions
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Do you ever think that your affiliate business could be performing better but you’ve already dumped tons of time into the thing and can’t figure out why it’s not doing as well as you hoped?
No worries because the best part of running an affiliate business, online, is that everything can be changed in a very short amount of time yet have substantial impact on your revenue.
The item we’ll be examining is the landing page, the page that brings in the bacon and the elements of this page that could be going wrong which explains the low conversions.
Here’s what to look for (and how to fix ‘em) …
Page Load Time
Why is the page load first on the list? Well, imagine you see a tantalizing advertisement or get word of a really great offer so you click through to the page but it’s taking forever to load (or doesn’t load at all). What do you do? You back out, you have other things to do and you’re not waiting around.
Your landing page must be lightning quick; it must load within the first few seconds of someone clicking through to the page.
The first course of action is to obviously optimize the page by reducing the amount of images and file size. Another way to reduce page load is to switch to a faster server. Finally, try using a CDN (content delivery network) which are external servers that can process requests far faster than some of the smaller web hosts.
Hook with a Headline (or not)
The first element of a landing page people notice should be a headline that immediately hooks them into the story and offer. However, this element greatly depends on your audience and having a headline that’s over hyped and flashy may detract certain demographics.
The old rule of thumb is to simply take a look what what’s common in the market and try to replicate the excitement. The headline should explain some kind of major benefit to the visitor but also convey that they’ll need to complete their way through the page to discover the full secret involved.
The best way to test this element is to create two separate landing pages that are exactly similar with the exception of the headline. Use heat mapping and analytic tools to measure how well people respond to each headline and go with the one that works.
Give ‘Em a Story
People are naturally attuned to follow stories because it peaks their imagination and allows them to project themselves within the world you create through the landing page copy.
The best way to get people to take action is to convey a desired outcome which the reader projects themselves gaining.
A story can take on any form but it should generally rely on identifying a problem and providing a solution. A story may not work in every niche and landing page but it’s quite common and resourceful throughout most because it naturally helps the reader overcome their convictions about buying products because they understand the benefits without feeling forced through a hard sell.
Try injecting your own story onto the landing page. Share how you overcame a problem and send them to the logical solution which is the problem. Don’t have a story? Create one using a customer avatar which people can identify.
Humanize the Page
People buy from other people. The web has created a vacuum where as people don’t truly understand (or want to know) that most of their online transactions are automated which removes the human element of commerce.
Humanizing your landing page will evoke emotion, trust, and a feeling of involvement with your reader which helps them overcome the dread that they’re supporting a faceless corporation.
The easiest way to humanize the page is to include real pictures of you and your existing customers. You could also use video to share the value of what you’re promoting. Testimonials and reviews are another great way to add the human element. Likewise, a relaxed, conversational tone in your copywriting will make it feel that visitors are interacting with a real person vs. a company that is solely driven by profit.
Make the CTA Button Irresistible
Your job is to make the buy/subscribe/whatever button the most desired action for the landing page visitor; they must want to click through the button with every bit of their being because there’s such great value on the other side.
You want to make the person feel as if they immediately made a great decision by clicking the button.
Test a variety of buttons using split testing tools, heat maps, digging through analytics, and asking people for feedback. Try different position and sizes for the button too. Try long-form pages with big buttons or short pages with smaller buttons. Add video next to the buttons or a sub-heading right before it. Try all different types of landing page design elements and go with what works all the while testing new campaigns and features.
What have you learned to have increased your landing page conversions? Share a comment!