From a distance, the process of creating effective landing pages should be pretty simple: After you've attracted visitors from search engines, blogs, and social media profiles, you just put together some copy and images that show off the benefits of what you're offering and watch the conversions roll in.
However, any experienced marketer can tell you that crafting good landing pages isn't nearly that simple. That's because there are lots of small problems that can creep in and affect your results (and more than a couple big ones, too).
The list of issues and fixes for landing pages could be virtually endless, and the best way to fix them is usually with extensive testing and support from a creative team that understands online marketing. If you're looking for some quick guidance, however, here are a few common landing page problems you might have to deal with:
You don't have any visitors to your landing pages (or you aren’t getting the right visitors). You can't turn visitors into leads if you don't have any visitors to begin with. Organic search engine optimization is often your best option, but can take some time. Consider supplementing SEO with pay-per-click ads, blogging, and links to your social media profiles. Just remember that you need the right match between the visitors you get and the offers on your landing pages.
Visitors are spending very little time on your landing pages. This is an issue that could have a very simple fix, or a more complex one. Your first move should be to double-check your landing page’s compatibility across different browsers and devices, and to ensure that it loads quickly (maybe people are leaving because they can’t view your content). If that's not the problem, then it's time to tune up your message. Fast exits are a sign that your headlines and offers aren't compelling enough.
Prospects leave without registering. If lots of visitors see your landing pages and spend time on them, but don't actually register or take the next step, then your issue is probably more subtle. Perhaps your page is too long (searchers don't want to read it), doesn't have enough information for them to make a decision, or has a call to action that isn't clear. This also sometimes happens when your landing page doesn't "speak" to your target audience strongly enough, meaning that it doesn't elicit an emotional reaction.
The leads you get from your landing page aren't turning into sales. In this case, your problem isn't usually with the landing page at all, but your process for following up later. Maybe you're waiting too long to contact prospects, or the subsequent offers you're making just aren't strong enough. If you have lots of leads with no new revenue, concentrate on things that happen after your customer has registered instead of making changes to an already-effective landing page.
Need help tuning up your landing pages, or your Internet marketing plans as a whole? Get in touch with WebRevelation today and see why so many businesses throughout Oklahoma, Texas, and the entire Southwest turn to us for expert help.