No matter what type of business you run online, your main goal is to sell. But, many businesses online become their own worst enemy by creating conversion killers on their landing pages. Your landing page is typically the first page a visitor sees on your site, meaning it is the page that will make or break their experience. If your landing page does not sell your products, services, and brand, then it is not doing its job.
Your conversion rate, which means conversions from visitors to customers, is crucial when designing and redesigning your site. One of the ways you can measure success on your site is by analyzing conversion rate data. Everything from repeat visitor stats to completed transaction stats can help you to gauge what is working and what is not working on your site. However, before you begin to tally up the data, there are a few typical conversation rate killers you need to be aware of.
Get Rid of Clutter
First and foremost, do not clutter up your landing page with too much data. If you try to cram everything into one page, there isn’t much point in even having a website. You want the visitor to see a few key things: what you offer, why they should purchase it, and how they can make a purchase. Those three key elements are really the only things your landing page has to offer in the way of making money. Avoid pointless ads and links, as well as images, video players, and Flash animations that truly serve no purpose. While the internet allows you to add a bunch of sparkling eye candy to your site, it does not mean you need to use it.
Make Products Visible
Also, ensure that you have a clear link to your product page. Again, you started your site to sell products and services. If a customer cannot find a clear link to your product page, then your site is useless and visitors will look elsewhere. If you have products on your landing page, ensure that they have a clear and concise name labeling scheme, as well as a clear way to make a purchase. You may be using a cart system, or you may simply have a buy now option; regardless, if the customer cannot figure out how to make a purchase, they will often become frustrated and leave, thus not becoming a conversion.
Finally, make sure you can deliver on your promises. If you advertise that you offer support, 24 hours a day, 7 days a week, and a visitor calls your telephone number and no one answers, chances are, they will not be back to your site, let alone be making any purchases. Always under-promise and over-deliver.
Eric Wyatt writes on internet marketing and social media, specifically on conversion rate optimization and landing page design.