Jul 11, 20218:07 AM - edited Aug 12, 20219:23 AM
Inbound Professor
Pitfalls to Avoid When Creating Landing Pages
Creating and optimizing landing pages is a crucial step in your lead generation efforts. What's a common mistake I always see and try to avoid? Not having a second offer or CTA on the thank you page.
It’s a smart move to keep your primary offer nice and clean on your landing page and not confuse people with multiple CTAs. However, once you’ve given the promised content to the lead, you are wise to garner their support by asking them to do something whilst they are "hot."
I always suggest making sure you utilize the thank-you page to place another CTA or offer. For example, you could ask people to share the content via a Click to Tweet link.
I like to avoid being too wordy — I try to get the value prop for the offer on the LP across as succinctly as I can so I don't distract from the action I want the website visitor to take (filling out the form). Also, I try to avoid using too many modules on a form since that can be tedious for visitors--driving them away from wanting to fill the form out.
Common landing page mistakes are lack of CTA / CTA too far down on page, off-brand / off-topic content, and difficult navigation.
Managing a visitor's expectation so they get what they thought they would when they decided to visit your website, is one of the most important aspects of web design but often not one that is spent much time on.
The best thing to do on the landing page is to tell your audience what you want them to do. The best thing to get from them while they are still "hot" is to get their email so this should be the first thing you want on your landing page.
Personally, landing pages that are too busy or have too much information on them is distracting to me and I am immediately disinterested. It should have the offer and CTA. Simple and to the point. Not a lot of fuss. Easy to descide to take action.
People today are more lazy to fill up the huge contact form. So , It's always better to utilize conversational information gathering , Even NLP based voice to text processors to ensure minimum handwritten input on their part.
Don't create complicated dead ends for the customer journey. Make a CTA with purpose, gate content that is worthy of gating, and make it simple and short for the visitor to fill out.
This was the best module, yet! I'm curious what research HS has done on the acceptance of chatbots in their lives and if consumers (actually), EVER prefer conversational forms?
the better the quality of LP content, the more conversion it will get. The offer has to be exactly for the audience we are reaching and an email marketing nutrition after the thank you page also helps in the conversion.
Using trade jargon can be a tricky pitfall. There are some topic terms thats can be understood as umbrella categories however, when defining niche services, industry outliers may not understand the chosen terms.
I'm usually sold on the offer before I even get to the landing page so I don't really read landing page copy. As a result, the ones I write tend to be short and to the point.
The content should start right below the fold. It tends to be discouraging to the reader if they have to scroll for too long before they find the answer they were looking for.
Langing pages should always have a clear objective and offer. The objective to your team is clear - getting a contact/meeting/ registration etc. and the offer to the viewer should also be clear - Landing pages are transactional and should be a simple path to completion.
One thing I really recommend is your call to action button should be relativly simple. I've seen some lengthy cta's and it just isnt aestheticly pleasing.
