The time taken to develop the site, alas, does not always match its efficiency. Sometimes even the most detailed analysis of the niche and monitoring of competitors do not yield expected results, and low conversion of the homepage forces to radically change approach to sales. However, sometimes it is enough to perform a landing page audit and eliminate critical errors.
One of the advantages of a single page site (or just landing page) is that it is possible to try to increase its conversion within one or two days. Structure, content and design assessment will help to identify elements worth improving.
Let’s dig into four typical errors of landing page (and how to avoid them)
What to pay attention to?
The sequence of the text content of a single page website is similar to the plan of the selling article:
- First, we roll out a key value proposition highlight
- Then we go into more details about it
- Address typical concerns and necessities
- Present our solution
- Elaborate on its benefits
- Show particular product details (e.g., killer features of SaaS)
- Call To Action (CTA)
- PRO TIP: think of micro conversions opportunity, e.g., a demo call or some necessary audit instead of placing an order straight away. It will help get more leads and close a deal with them later.
At the same time, of course, dilute the basic screens with “spices”: promotional and free offers, impressive design and jokes if appropriate.
“Skeleton” of a landing page created at the stage of prototyping, but this does not mean that periodically changing the sequence of screens or the location of individual blocks is inappropriate.
Example from our practice: landing page creation for a medical center chain. Initially, we placed a screen with contact details of clinics at the bottom. On launch it was clear that the nearest branch is essential information for users, and it was not right to put blocks with phones and addresses at the very end.
Examples of works and cases
Following a ‘proven’ strategy many forget to showcase the results or place them too far away. Of course, if it comes to farmers’ equipment marketing such a gallery can be added to the bottom of the page – the characteristics of the product here are much more important than its appearance. But in the case of design services or products in the B2B sphere, it is advisable to showcases even at the stage of “warming up” the client – no further than the third screen.
A sequence of screens of landing pages can be compared with the chain of answers to the questions of a typical sales representative, therefore pay attention to the location of blocks. Very often valuable information is not perceived, and the reason for this – an overload of screens or simply incorrect “grouping” of text blocks.
The first standard error is the concentration of attention on the price, which does not change over time or not limiting the offered supply in any other way (then there is no need to rush to register for courses). The second one is placing different subject areas within the same block, e.g., bonus offering in sections of personal advice or information assistance.
Are ten out of the thirteen display of your site still unseen? Combine interrelated elements, thereby enhancing the impression of triggers. For example, the effect of product presentation in the section will increase with the help of facts in figures, and to cases, you can add a calculator or block with reviews.
PRO TIP: Check in visitor recording software (e.g., Yandex Webvisor) to what sections potential customers pay close attention and what elements they use (assuming you have an interactive content like calculators). Perhaps it is worth replacing irrelevant blocks and components with better ones.
Clear value proposition
Much has been said about the importance of the title for the first screen of any given landing page; however, some copywriters are still trying to surprise someone with loud phrases that have no real value.
The words “revolutionary” and “best seller” do not work on current customers. Why “pour water” on the first screen, depriving visitors of the opportunity from learning about the critical value proposition(s) and the product itself in a matter of seconds?
When promoting a complex product, check whether the first screen contains an explanation for people who are not yet familiar with your brand or a specific solution for their problem. Description of the particular trade offer – handle – can be arranged in two versions:
- an explanatory comment (e.g., direct speech or use case example)
- in the form of some list (e.g., features, usage examples) or visualization
If the purpose of the first screen is to arouse interest, then the landing page should address the benefits of applying for your particular solution by revealing three points:
- your product \ solutions features
- critical benefits for a customer (solving his or her problems in the best way)
- key benefits of using your offer in particular (e.g., low implementation costs compared to competitors)
An excellent way to start (as we do ourselves) is to create a landing page outline via competitors research, make a list of the pros of the product that they figured out, and add to your proposition something utterly different in addition to the standard points.
Screens should supplement information about the product or service and its scope of application about the company and service. Otherwise, the customer will make sure that such a solution or product is really for him but will make a decision based solely on price.
During the landing page audit, it is necessary to take into account such factors as reasoned appeals and original text of buttons – everyone is bored with standard offers “Buy,” “Order” and “Send.” Get rid of stock photos and icons from free portals, because, without the work of a designer, the efforts of the marketer and copywriter are in vain (we also love to spice things with some coding).