Are your visitors leaving your website?
Here’s a scary thought: You’re driving traffic to your landing pages, but conversion rates are spookily low. The traffic is flowing in the right direction, but once the users reach your site, they’re fleeing as if; they just saw a ghost.
Businesses can drastically improve landing page conversion rates with relevant information, well-placed CTAs and outlining a clear, simple message to follow on their landing pages. According to a recent infographic compiled by software suite Marketizator, there are a few reasons why customers are spooked by landing pages:
- Slow load time: Nearly half of consumers expect a page to load in two seconds or less. That can be difficult to gauge since most users have different Internet speeds from one another, but digital marketing platform Kickoff Labs suggests four seconds or less to keep prospects on the page before they bolt.
- Poor presentation: How can customers know what you’re trying to sell or what the company is about without a clear message?
- Convoluted customer service: Automated responses are no fun. It’s the same thing as speaking with a machine on a voice call. Set up a live chat or an interactive FAQ page for prospects to check out.
- Search is lacking: No matter which page the prospect is driven to, it pays to have an effective search toolbar. It’ll make navigating the site a whole lot easier.
- Trust isn’t built right away: The No. 1 driver in preventing most actions not only in sales, but in life, is fear. In fact, uncertainty is a sure fire way to send prospects to another site. Yet, businesses can shore up this pain point with a few customer testimonials and brand certificates on their landing pages.
- Ads and offers are overwhelming: There’s nothing spookier than a landing page filled with a number of offers or ads. Prospects don’t want to be duped into another marketing scheme, they’re at the landing page to find more about the company at hand.
Certainly, the aforementioned aspects – or lack thereof – can dramatically impact the volume of conversions a business gets during a lead generation campaign. Quality leads are the end goal of any outreach online marketing effort, and a great way to get inside of the consumer’s mind is to ask its opinion. Whether it’s through social media or the landing page itself, businesses can determine what and how their customers are feeling through a few simple questions. It’s important, however, to limit the queries asked, otherwise the prospect will leave the landing page.
Give them a reason to stay
Once businesses have leveraged consumer sentiment, they can create more engaging and compelling content – a likely contributor to increased conversion rates. Prospects typically don’t want to confront a sales pitch immediately; in fact, they’re less likely to buy during the research stage anyway, so it pays to provide them with genuine information instead. KISSmetrics recently denoted the myth that a “call to action needs” to be above the fold . In fact, citing a recent Convent Verve case study, KISSmetrics said a landing page CTA below the fold outperformed one above the fold by 304 percent.
The fold, or the halfway point of the landing page, has nothing to do with conversions. In fact, CTAs below the fold may have a better chance at securing qualified leads because of one driving force: motivation. Although roughly 20 percent of users read below the fold, those few are likely to be much more motivated to convert than those who just skim the first few sentences. Compelling content can engage the reader and drive him or her downward, or right toward the CTA.