1. The landing page does not explain the value of an offer. everyones attention spans are short, especially online. This means you need to make sure your offer is as clear as possible. A good rule of thumb is to make sure your landing page passes the “snap test.” This means that, can the visitor understand the offer and what you’re asking them to do to get it in fewer than 6 seconds? In order to pass the “snap test,” you have to keep things simple and clear. Make use of the title, text, and images on your page to ensure your visitors get the idea immediately.
2. The headers aren’t consistent with the calls-to-action. An essential tip when selecting your page titles and form headers would be to make sure they match your copy and call-to-action text for any offer. If a visitor click on a CTA telling them to download your free guide, they are expecting to be directed to a page where they can do that. Make it clear that they’re in the right place as soon as they get to your landing page by keeping your copy and page title consistent.
3. Did you put navigation links on the landing page?! You put all that work into getting somebody to click on your ad or call-to-action, and now they’re actually viewing your landing page! And you want to keep them there, right? The goal is to get them to fill out your form, and in order to make that more of a possibility, you need to reduce the likelihood that they will click away from the page. Eliminate interruptions by getting rid of all navigation and links to other parts of your site. Once the visitor gets to your landing page, the only action they should be able to take is filling out your form. Concealing navigation on your landing pages will help keep your conversion rates up!
4. Your form is below the page fold?? You might want to make sure that your form appears ABOVE the fold, or this means that, that the visitor does not have to scroll down on the page in an effort to see it. Instant visibility is important, since your goal is to draw the visitor’s focus to the form. You also should not need to scroll down to view the content of the page. KEEP YOUR FORM AS SHORT AS POSSIBLE.
6. Your landing page does not redirect to a thank you page. When an individual has finished filling out the form on your landing page, what do they see next? Sending them to a “thank you” page is a great chance to suggest next steps for your lead. This is where you bring back the routing and direct your newly converted leads to other parts of your site to help them further connect with your company or brand and keep them engaged. This will make them stronger leads that will be more likely to convert into customers.