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

By | August 23, 2019

– Have you ever built
an amazing landing page, drove targeted traffic to it, and then found that
everything you’re doing, you’re just not getting any conversion? It sucks. You’ve put in all this time. You’ve put in all these resources. You just can’t get sales
for the life of you. Hey, everyone. I’m Neil Patel and today I’m going to share
seven landing page flaws that’ll kill your conversions. (uplifting music) Before we get started, make sure you subscribe to this video. If you’re on YouTube, click the alert notification, that way, when I go live,
you’ll get notified. So let’s 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 heatmap 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. That’s huge! And the reason especially is important in today’s world, specifically
if your eCommerce is, people are mobile devices, I don’t care if they’re on 5G or 4G or LTE. Just because they have all these fancy devices and technology, doesn’t mean they’re 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. That’s right, less than a goldfish. So if you can’t make your site load fast, someone’s going to
leave, go somewhere else, and they’re going to get the conversion. So speed is everything. The second flaw is generic landing pages. And no, I don’t 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 here’s 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. That’s also totally different than someone coming from Instagram, that’s also totally
different than someone coming from Pinterest or LinkedIn. So what I mean is you
need to get super granual and specific with your landing page. Of course you’re only
going to have one product or one service on the landing page, but that landing page needs to be super targeted for that audience. Now I used to do the
marketing for TechChrunch, and back in the day when I
used to do their marketing, TechCrunch use to link to my site and it would drive traffic. We used to have a message
for TechCrunch readers, and adjust the landing page just for them, because we knew a lot
of them were startups, or venture back companies. While on the flip side
if someone came to me from Entrepreneur Magazine, it was less likelihood that they were venture-funded, or there for the long. Most of the people that would come to us from Entrepreneur Magazine, which is also a great traffic source, they were more so newbie entrepreneurs just starting out. So by adapting your landing
page to the traffic source you’ll 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 you’re on Google
you’re doing a search. You’re looking for
solutions to your problem. You’re problem is
typically whatever keyword you typed in on the search box. On Facebook, you’re browsing and looking at pictures of your friends. They may show you an ad relating to a product or service that
may peak your interest, but in general, you’re
not right then and there looking for a problem to your solution. So the pitch for the landing page on let’s 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. We’re in a world where
there’s 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 them tons of navigational
options, header, footer. Now, in some certain traffic sources, or quote on quote, ‘quality score reasons’ and things like that,
you may need to include some navigational element, but you don’t need to go full blown with tons of drop downs and
too many navigational options to pick from. By being very specific
with where you’re focusing a users attention, you’re
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, they’re also doing popups, they’re also doing quizzes, so they have a landing page with all these things. Now, we’ve found chat to
also boost conversions, but the flaw I’m getting here
with all these things is, sometimes mouse movements
are really sensitive, and when a reader’s scrolling and reading, it may trigger an exit popup, instead of just showing
them their content. If that’s what’s happening, they’re less likely to convert. So you don’t want to distract people with too 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 that’s
promising something, and you don’t deliver on that promise in the landing page,
its not going to work. The simplest example of this flaw is someone doing a Google search. If someone typed in ‘Apple MacBook’ and hypothetically you
were bidding on that term and they went to your landing page, but you didn’t have the term
‘Apple MacBook’ on there, or you didn’t 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 in from the initial ad, or
that landing page or website that’s linking to you,
matching their copy, but moreso your visual cues, the images when you’re 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 searches on Google now happen on over mobile phone? That’s right, they’re not
happening from the laptop, they’re not happening from a tablet, they’re happening from a mobile device. That thing that’s in your pocket 24/7. It’s 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? It’s not going to do well. It’s 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 don’t have to continually maintain 5 or 10 different pages. The sixth flaw, is not
addressing buyer concerns. There could be, ‘Hey what if I don’t like this product or service, is
there a money back guarantee? Is there a free trial,
assuming this is a software as 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.’ It’s not all about it
being as short as possible and getting someone to click, it’s about answering peoples objections. Whatever objections people
have, if you answer them, they’re much more likely to convert. If you don’t 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
people’s objections are, you can always use survey tools, like HotJar or SurveyMonkey, 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, I’m
not talking about length, I’m not talking about, oh, do you have too many images or videos, I’m 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 someone’s 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. If you need help getting more
sales from your landing pages or more traffic, check out my ad agency, Neil Patel Digital. If you enjoyed the
video, like it, share it, tell the people about it, and make sure you
subscribe to the channel. Thank you for watching.

5 thoughts on “7 Landing Page Flaws That’ll Kill Your Conversions | Landing Page Creation Tips

  1. Neil Patel Post author

    What’s the average conversion rate you’re getting with your landing pages right now? Share in the comments below.

  2. Daniel Mueller Post author

    Hi Neil, what Landing Page Builder you recommend? Thx in advance

  3. Jonas Munnich Post author

    Thx for sharing, Neil!
    Flaw 6:
    The FAQ section is amazing for answering buyers concerns!
    We just list all possible objections there and answer them.
    (Like a sales tool not like a page with technical descriptions)

  4. Chris Hughes Post author

    Hi Neil! Great video, if an Australian based company wanted to use your agency services what kind of budget would we need?

  5. Dani Mordecai Post author

    Great vid. So true that many checkout pages are just annoying. Super idea to have them auto fill. Cheers


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