That may interfere with the conversion on the landing page?
That may interfere with the conversion on the landing page?Landing pages (storefronts, landing pages — are the pages of a site that visitors get to through search, contextual advertising, or other channels. As a rule, landing pages of a site contain an offer of a company’s product or services, and it is with the help of landing pages that site visitors are often converted into customers or clients of the company.
Conversion of a particular landing page is important for evaluating the effectiveness of the entire site: if site visitors are poorly converted into customers and clients, then the site will not be of much use to the company, and the effort, time and money used to attract targeted visitors will be wasted. Of course, this is not the result that companies expect when launching their sites.
The conversion rate of each landing page is always influenced by several different factors, including the quality of the products or services offered and their demand among the target audience of the site, and, of course, the price. In some cases, the “culprits” of low conversion of landing pages are identified errors in the design of the web design of landing pages.
No clear offer on the landing page
When visitors don’t see what the company offers to buy or order on the landing page, they don’t know how to proceed. As a result, even those visitors who came to the site for targeted search queries or who clicked from contextual ads can opt out of the targeted action. To solve the problem, it is important to formulate the proposal on the landing page as clearly as possible, making it clear and unambiguous. At the same time, the title on the page should be as specific and concise as possible.
Incorrectly selected CTA text
When a user clicks the call-to-action button on a landing page, they want to understand 100% what it will lead to. And if the call-to-action text does not match the target action, this can be a factor that reduces conversion on the target page. The solution to the problem will be a competent choice of text for CTA, for example, in online stores, the best option will be the option “Buy” or “Order”, but, for example, on wholesale sites, the wording “Get a price”may be more appropriate.
More than 1 call to action per page
One of the basic rules for creating landing pages on websites is that there is only one call to action for a single page. This approach helps to focus visitors ‘ attention on the target audience. But if there are more than 1 calls on the page, then visitors may doubt which of the actions is more suitable for them, and as a result, they may refuse the target action altogether. To solve the problem, you should offer visitors only 1 call to action per page, and if there should be more calls, they should be placed at a considerable distance from each other.
Irrelevant information on the page
If the information on the landing page is outdated, it can lead to a significant decrease in the conversion of visitors to buyers. Therefore, you need to monitor the relevance of the data on the page and, if necessary, promptly make the necessary changes. It is especially important to pay attention to the countdown timer, if it is used to warm up interest in the offer: when the expiration date has expired, it is better to either “start” it again, or remove it from the page.
Call to action out of sight of visitors
When designing landing page designs, the call to action is always placed so that it is clearly visible to visitors. But in some cases, for some reason, the call remains outside the first screen of the page (that is, the part of the page that is visible to users immediately after downloading from the server and placed on the screen) and, accordingly, invisible until visitors decide to use scrolling. After this, the number of potential conversions will decrease, so to avoid this situation, you should always pay attention to the location of the call to action on the page.