7 Landing Page Flaws That’ll Kill Your Conversions | Landing Page Creation Tips

Have you ever built an amazing landing page,drove targeted traffic to it,and then found that everything youre doing,youre just not getting any conversion?It sucks. You've put in all this time. You've put in all these resources.You just cant get sales for the life of you.today Im going to share seven landing page flaws that'll kill your conversions.So lets dive right into to the flaws.

• The first flaw is load time,and you've probably heard this before.Speed matters.But let me actually back it up with a stat.So we have this business called Crazy Egg,it provides heat map analytics,and it allows things like A/B testing,and user recordings and all this kind of stuff for you to help understand how people interact and engage with your site.Did you know that when we were optimizing our site,and trying to improve our load times,we found that every second we improved in load time,our conversions went up 6 percent.Now just imagine that,every second we improved in load time,it went up by roughly 6 percent. Thats huge!And the reason especially is important in todays world, specifically if your eCommerce is,people are mobile devices, I dont care if theyre on 5G or 4G or LTE.Just because they have all these fancy devices and technology,doesnt mean theyre in a place with amazing reception.For that reason, you need fast load times.They say the average human has an attention span of less than a goldfish. Thats right, less than a goldfish.So if you cant make your site load fast,someones going to leave, go somewhere else,and theyre going to get the conversion.So speed is everything.

• The second flaw is generic landing pages.And no, I dont mean a generic landing page in which a landing page is selling all your services, or all your products.Yeah sure you already know that you need to get specific and only sell one product or one service.But heres what I mean by generic landing pages.Even if your selling one product or one service keep in mind, every single traffic source is different.Getting visitors from Google AdWords,from someone searching a keyword,is totally different than someone coming from a Facebook ad.Thats also totally different than someone coming from Instagram,thats also totally different than someone coming from Pinterest or LinkedIn.So what I mean is you need to get super granualand specific with your landing page.Of course youre only going to have one productor one service on the landing page,but that landing page needs to be super targeted for that audience.While on the flip side if someone came to mefrom Entrepreneur Magazine, it was lesslikelihood that they were venture-funded,or there for the long.Most of the people that would come to usfrom Entrepreneur Magazine,which is also a great traffic source,they were more so newbie entrepreneursjust starting out.So by adapting your landing page to the traffic sourceyoull find that you use conversions a lot more.

• And the way that you do this is:put your mind inside the traffic source.Like, how are people using Google different than people using Facebook?When youre on Google youre doing a search.Youre looking for solutions to your problem.Youre problem is typically whatever keyword you typed in on the search box.On Facebook, youre browsing and looking at pictures of your friends.They may show you an ad relating toa product or service that may peak your interest,but in general, youre not right then and therelooking for a problem to your solution.So the pitch for the landing pageon lets say, Facebook, needs to be more broad,tell a story, while the landing page on Google needs to hit really hard on the solution to the problem right away.The third flaw is: Distractions.Were in a world where theres a lot of ADD,we have attention spans of less than a goldfish,which you guys already know now.So, why would you want to end up showing themtons of navigational options, header, footer.Now, in some certain traffic sources,or quote on quote, quality score reasonsand things like that, you may need to include some navigational element,but you dont need to go full blownwith tons of drop downs and too many navigational options to pick from.By being very specific with where youre focusing a users attention, youre going to be better off.And this is important because a lot of people are also starting to do things like on their site,doing chat, theyre also doing popups,theyre also doing quizzes, so they havea landing page with all these things.Now, weve found chat to also boost conversions,but the flaw Im getting here with all these things is,sometimes mouse movements are really sensitive,and when a readers scrolling and reading,it may trigger an exit popup,instead of just showing them their content.If thats whats happening,theyre less likely to convert.So you dont want to distract people withtoo many bells or whistles,or by having too many different navigational options,or too many color schemes on that page.

• The fourth flaw is a visual disconnect.If you have an ad thats promising something,and you dont deliver on that promisein the landing page, its not going to work.The simplest example of this flawis someone doing a Google search.If someone typed in Apple MacBookand hypothetically you were bidding on that termand they went to your landing page,but you didnt have the term Apple MacBook on there,or you didnt have a picture of an Apple MacBook,what do you think is going to happen?You conversions are going to tank.So not only do the texts need to align with how you first drew them infrom the initial ad, or that landing page or website thats linking to you, matching their copy,but more so your visual cues, the images when youre describing the product or service also need to match with that ad copy,or that initial traffic search that drove visitors to your site.

• The fifth one, is a bad mobile experience.Did you know that the majority of searcheson Google now happen on over mobile phone?Thats right, theyre not happening from the laptop,theyre not happening from a tablet,theyre happening from a mobile device.That thing thats in your pocket 24/7.Its on you more than your laptop or a desktop computer is,hence, more people use it for search.So, if more people are using it, but your site isn't mobile compatible, or you're landing page isn't,what do you think is going to happen with your conversions?Its not going to do well.Its super important that it is mobile compatible.Now you shouldn't go create a mobile specific landing page, I just like making my landing pages responsive,that way if someone is on a tablet,a big laptop, a big desktop screen,or a small mobile device, it can tune and adjust in size for that user.So that way you only have to do one page,and you dont have to continually maintain 5 or 10 different pages.

• The sixth flaw, is not addressing buyer concerns.There could be, Hey what if I dont like this product or service, is there a money back guarantee?Is there a free trial, assuming this is a software's a service company.What do other people think about this product?Do you have reviews on those pages?How does a product or service look?Do you have video testimonials or case studies?All these things are objections and concerns,if you can answer them within your landing page,you're more likely to convert.Most people think of a landing page as,Oh I want it as short as possible,get someone to click, put it their credit card,and buy from me.Its not all about it being as short as possible and getting someone to click,its about answering peoples objections.Whatever objections people have, if you answer them,they're much more likely to convert.If you dont answer someones objections and concerns,what do you think is going to happen?They're going to bounce away, they're not going to convert.If you're not sure what peoples objections are,you can always use survey tools,like Hot Jar or Survey Monkey,to figure out what peoples objections are or concerns are,and you can address them within your content.

• Last but not least, number 7,you're making the landing page too complicated.What I mean by that is, Im not talking about length,Im not talking about, oh,do you have too many images or videos,Im talking about the process.If you're a lead form, do you have 50 form fields?Well if you have 50 form fields,you're going to loose most people.If you're a checkout process for an eCommerce page,how may form fields do you really need?Can you auto-fill?Can you have authentication services through like login with Google, or login with Facebook,to make it so much simpler when somebody's already coming from Facebook.All these things can make a more it convenient for the user, if you make your landing pages more convenient, the chances are they're going to convert more.If you make it more complicated and harder for them,they're less likely to convert.Just think of it this way,if someones on a mobile device,and they have 10, 12 form fields,do you think they want to fill them out?Or do you think they want to click a button that fills out maybe half of them,and then the other half they have to do manual?They would rather only do half of them and have the other ones done automatically,and some done manual.Make it convenient for people.If you make your processes, your check out,your lead forms too complicated,you're not going to convert as well.