The 7 Deadly Sins of Landing Pages
There's a place where sales teams are forced to use out-dated ineffective solutions to earn sales, where marketers suffer for quarters, where management vents incessantly over missed sales quotas. It's sales hell. Consider The 7 Deadly Sins of Landing Pages as your ticket from sales hell to sales heaven: if you make amends by removing the pitfalls associated with landing pages.
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#1 Unreasonable Expectations
Do you lash out with wrath when your landing page doesn't convert at the % you want it to?
Landing pages play an important role in the lead generation process, and it is important to know what to expect when it comes to conversion rates. Average 1-3%, Above Average 3-5%, and Great Average 6% or higher.
The success of a landing page hinges upon many factors; it is not an overnight solution. High conversion rates depend on improving the landing page elements for your unique business.
When you have reasonable expectations, you won't get upset with the results. Your sole purpose is to improve conversion rates, to defy the odds to reach your goals efficiently, effectively, and ethically.
#2 Deceiving Content Offers
Have you sold your sale soul out of conversion greed?
The copy of the landing pages sets the bar for expectations with the offer. If you over promise with the description and under-deliver with the content, it adversely affects your lead generation efforts in three ways: credibility, reputation, and trust.
Inaccurate, misleading offer descriptions excites website visitors only to disappoint them later with the actual quality of the offer. It harms your credibility. It harms your reputation. It erodes trust. The offer description and the offer itself must be consistent in quality.
Elements of relationship selling such as trust, credibility, and reputation are fervently preserved among the best providers. Your content should preserve those earned traits with honest expectations via landing page descriptions.
#3 Untargeted Landing Pages
Are you envious of the content offers of others?
One of the basic tents of marketing is to know your audience, to go after your niche. In the online realm, most marketers and business owners find it all to easy to direct everyone to their main website. The lack of direction is a contributing factor to the bounce rate.
Based on how they find your website, guide website visitors to the precise landing page that would cater to their interests and needs. The added benefit of this is that the connection between campaigns and campaign results become much more clear.
It is important to create landing pages for segments of your audience according to their stage in the buying cycle or how they find your website. When consumers and businesses feel they have arrived at the right page for their needs, they are more likely to convert.
#4 Gut Based Decisions
Has your pride guided your marketing decisions?
In the beginning, ad men relied heavily on their creative genius to create appealing advertisements. It was much more of an art than a science. The opinion that ultimately dominated was justified by the person with the deepest pocket.
Mistakes were hard to correct back then, hard to reverse it too, so it was important to get it right the first time. Feedback would take a long time as well. An offensive ad might play over and over for days or weeks before it made it back to companies just what consumers thought of it.
Successful, statistic driven marketing is becoming a reality for many adopters of integrated online marketing. Mistakes actually becoming learning lessons, a fast way to learn what appeals to your audience and what doesn't.
Being responsive, standing out, and using data to track progress helps determine marketing tactics actually increase website traffic, landing page conversions, leads, and sales.
#5 Over-stuffed Your Content with Jargon
Have you overindulged in jargon in content designed for your reader?
What social media marketing is digital relationship selling. People want to talk to people who are trustworthy, personable, and professional.
Traditional business copy sounds like insincere, rehearsed corporate speak. When you add jargon into the mix, you may be losing your audience.
People want to buy from people they like and trust. By making your content more conversational, readers can relate to your topic better and take away a more positive impression of your company.
#6 Untested Landing Page
Have your slothful ways put your marketing efforts on coast?
Landing pages are like wine, in that as they age, they improve if they're preserved well. A landing page that is continually tested and improved will perform much better than the first version of the same landing page.
With testing you can determine what design, layout, tone, offer convince your audience to complete a landing page form. It is a missed opportunity to not improve landing pages to improve conversion rates.
#7 Insufficient Lead Intel
Has sales lust reduced your forms to the most minimal of form fields?
The landing page form must collect just enough information to qualify and segment leads; this way, leads can be nurtured in the most appropriate way for their stage in the buying cycle. Without asking the right information from leads at a landing page, the volume of unqualified leads rises.
When content is easier to access, it's also easier to share with peers. However, when it comes to intermediate or advanced content, landing page forms with the right fields help marketers and account executives alike to determine the sales readiness of a lead.
If you avoid the 7 sins of landing pages. You'll be on the golden road that leads to heavenly heights of success that make you happy with all stakeholders. The power of inbound redeems you.