Do you use landing pages in your email marketing strategy? Landing pages can serve as an excellent starting point to amaze potential leads with your lead magnet and make them want more.
What is a landing page?
It’s a page on your website that you drive traffic to from other channels, like your
- email newsletters,
- Pinterest pins,
- social media posts or
- various online ads.
People search and read these channels, and if interested, click your link and “land” on this particular page.
Lead magnet landing pages have one job: to get people to submit their contact information so you can move them further along your sales funnel.
Sounds simple, right?
But what if your landing page doesn’t deliver as you expected?
In this post, you will find three common landing page mistakes and some tips on fixing them.
Landing page problem #1: Poor conversion rate
First things first.
The conversion rate is the percentage of visitors to your landing page that complete a desired goal (a conversion) out of the total number of visitors.
In the case of your lead magnet landing page, the desired goal, the conversion, is to fill in their details and submit the form.
How can you find out the conversion rate?
- Set up Google Analytics for your website. It’s free and will collect all the needed information on autopilot.
- Create your lead magnet landing page. I like to use Elementor with my WordPress website to create landing pages.
- Embed a Flodesk inline form to collect subscribers to your email list and set up a workflow to deliver your freebie upon signup.
- When designing the form in Flodesk, choose the option under the customization steps to redirect people upon form submission to a URL.
- This “URL” should be another page on your website, a so-called “Thank you” page.
- You can tell subscribers, for example, to check for your freebie email in their inbox. And to whitelist your email address.
Now you have it all.
Regularly check in your Google Analytics account how many visitors the landing page gets and how many people are ending up on the “Thank you” page, aka have filled in their details and submitted your form.
If your lead magnet landing page conversion rate is poor, it means that although you’ve successfully driven people to your landing page, they aren’t filling out your form.
There could be many reasons:
- Lack of trust
- Weak form copy or CTA (call-to-action)
- Non-compelling offer
- Lengthy form
Here are some easy solutions:
- Build trust:
- Add testimonials and reviews to your landing page. But don’t overdo it.
- Select the most powerful 3-4 testimonials.
- Make these reviews static so that they are visible at all times.
- Don’t add them into a carousel slider.
- Refresh your copy:
- Take a look at your page and form. Is it clear what you offer, what the benefits are, and why they should care?
- Also, re-read your CTA. Could it benefit from some TLC?
- Rethink your offer:
- Is your lead magnet something people are looking for?
- Consider offering a different product or experimenting with a different title and spice up the description.
- Find here 33 lead magnet ideas to explode your email list.
- Reduce the number of form fields:
- No one likes to fill in more fields than necessary to get a freebie. Especially while typing on their mobile phones.
- Only collect the absolute minimum information needed while ensuring you have enough information to generate quality leads.
- You can enable preference options on Flodesk forms and add custom form fields. But as mentioned, use them wisely.
Landing page problem #2: High bounce rate
Bounce rate is the percentage of people who viewed one page and then left your website. Again, Google Analytics can help show you the bounce rate of your lead magnet landing page.
If the bounce rate is high, it means that not only did they not fill out a form, they didn’t stick around.
Why did they bounce?
It could have been:
- a misleading link
- a slow loading page
- a landing page design issue
Let’s see how to fix them
- Make sure the landing page copy mirrors the link copy.
- For example, if you’re driving people from Pinterest or a FB ad to this landing page, you should use copy that re-assures people they are on the right page and not confuse them.
- If the landing page is not what they expected, what the pin or the ad suggested, they won’t stick around.
- Page load times are crucial.
- Most of the time, the culprit is non-optimized images.
- You can significantly decrease load time by properly sizing images and reducing the image file size before uploading them.
- I like to use Photoshop for this, but this free tool called Tiny PNG does a great job compressing image files.
- Check your landing page on mobile devices.
- Does it look nice? Is the page mobile-friendly?
- If in doubt, let’s spend a bit more time tweaking that landing page design.
Landing page problem #3: Driving traffic to another page on your site
Has Google Analytics identified your landing page as a large referral source for other pages on your website?
The good news is visitors are still on your website and possibly further down the funnel. They are exploring more pages on your website, wanting to know more about your business.
But, if they navigate to pages unrelated to your sales funnel, you need to act.
The solution is simple:
Don’t include the top navigation bar on your landing page, which can compete for your visitors’ attention.