It seems like landing pages came silently and took over the show. They became extremely important, no matter which industry you belong to.
Whatever is it that you do, you will need to make an effort to create a high converting landing page.
We wrote in one of our previous blog posts about different types of landing pages.
But, let’s take a minute and define what landing page is not – after all you don’t want to waste your time creating something that will not help your business in any way.
Not every page you land on, is a landing page. It has to fulfil two of the most important prerequisites – it has to have a form, and it has to help you obtain information from your visitor.
Your homepage is not a landing page and your product page is not your landing page.
Keeping it short – if it does not engage with your visitor, if it fails to encourage visitor to an action of some sort – it simply is not landing page.
Also, you have to have in mind that your customers landed there because they clicked on an ad, one of your promotional emails, banner ad or a PPC.
Meaning – you have to make sure that your landing page corresponds with your ad. Otherwise, the only thing that will go sky high is – your bounce rate.
Let’s start by pointing out some of the common mistakes when creating landing page, having in mind what we defined as its key elements.
Mistake #1: taking your customer directly to your product page.
After clicking the ad, this is what we got:
A product page.
It seems like they do not have interest in obtaining customer’s email address, grow their subscribers list and increase conversion rates.
Landing page is your opportunity to completely capture your visitor’s attention and increase sales.
It is almost impossible thinking that you can benefit from guiding your visitors directly to a product page!
You inspired them already to click on your ad, you already did all the hard work. Now when it comes to engaging with them – you let them slip away.
The only time when you should have your product involved with your landing page is when you are trying to announce something great that is about to happen.
For example – announce launch of your latest collection, re-branding of your product, offering trial for your product, or something similar.
But landing your potential customers directly to a product page is not something that will make them engage with what you have to offer.
After all, they haven’t seen any social proof that could persuade them, they still do not know what you are all about (maybe you are selling used lamps?), and you haven’t placed any CTA to engage with them.
And customers want to find out more about you before purchasing your product. So why do you miss out on showing them what are you all about?
Even though previous example failed to show us how landing page should look like, it did showcase great use of keywords.
Which brings us to common mistake #2 – choosing keywords that are too broad.
If you did your research, you noticed that keywords are essential when it comes to landing pages. Using words with broad meaning will only do you harm.
That is why you need to be as specific as you can. The example from above, if we exclude the fact that it wasn’t a proper landing page at all, did this quite good. They could have placed only “lamps” but instead they narrowed it down completely and won our click.
Users search specific things – “bedside lamps”, “living room sofas” or “repair iPhone 6s”. It is important to have that in mind when researching your keywords and creating your landing pages and ad campaigns.
Mistake #3: placing menu on your landing page.
Many store owners decide to place menu on their landing page.
The reason for that might be that they think they will miss out an opportunity to present themselves to their audience, and believe that placing About Us or Contact us tabs in their menu will help them reach out to customers.
And it is not wrong at all. As a matter of fact many famous companies decide to place menu in their landing page. Here is an example:
Of course, being big means that you can change and tweak your landing page in many ways, but if you are a small store owner looking to keep your customers on your website, you might want to get rid of that menu on your landing page.
The reason? By giving less possibilities in terms of where to click on your page, and by avoiding what could be a potential distraction, you will increase your conversion rate.
You want to shift your customers’ focus to your CTA and your offer. And if your landing page has all the elements it should have – they will find out who you are and be convinced that you are a smart choice simply by looking at your social proof and your offer.
Mistake #4: having loads of text on your page.
You have to remember that people are reading in shape of an F letter. They are only scanning the content, not reading.
They expect to know right away what is it that you are all about, without being bombed with all your achievements so far, loads of buzzwords and loads of paragraphs.
It will distract your customers and they will probably – you guessed it – leave.
Here is an example of a perfect landing page. And no wonder – it comes from Unbounce.
We searched for “common landing page mistakes” and we got this:
It says – “The 3 Landing Page Mistakes That 98% of Marketers are Making”. Here is where we got after clicking:
Page title is exactly the same like the ad we clicked on. Headline is followed by a great subtitle, clear statement of what the offer, social proof followed with an image and form that has a compelling and eye catching CTA. Simply perfect!
Now let’s show you how you can create great landing page for your eCommerce business that will successfully generate leads, leaving you with loads of email addresses from subscribers willing to know what you offer.
There are so many options when it comes to landing page builders – we decided to review some of the most popular solutions out there.
Instapage – is a great tool that can help you create beautiful landing pages for your business, and in under an hour.
It is fairly easy to use – you can start from scratch or you can choose between templates and customize CTA’s and opt in forms by simply dragging and dropping elements.
You can choose from a wide range of templates, and what is great about Instapage is that it will offer you templates for different industries as well.
You can also optimize your SEO and create a responsive page and Instapage will let you integrate with pretty much every email provider out there and run split tests.
Publishing your page might seem challenging, and even though you might experience few problems, Instapage customer service is quick to respond and offer help.
Everything is going quickly with Instapage except you will probably spent a fair amount of time trying to make your page responsive, but in the end – you will be satisfied with results.
Another downside might be the fact that some of the elements are not easy to customize, but overall, Instapage can definitely help you create your landing page in under an hour.
And it is a great tool to begin with. After you gain more experience, you might think of switching to Unbounce for example.
Unbounce is definitely the most popular tool out there.
If you are a beginner, you will probably find it a bit complicated, but once you get used to it it will offer you a lot.
Unbounce offers you to arrange your page by simply dragging and dropping elements, but it also offers advanced design features such as “parallax scrolling and full page background images to your high converting landing pages in seconds and without any IT support.”
With Unbounce, you will face many different layers that you will need to sort out, but once you get used to it, you will find that is rather easy to customize.
It offers wide range of templates – everything from lead generation to sales pages, webinar registration pages, event invites and so much more. As we said, it might take a bit longer than an hour to set up your landing page, but you will be thrilled with results.
It is integrated with a wide number of email providers, so you will find it easy to choose your own and set everything properly.
When it comes to responsiveness, they are still working on their responsive templates, and that is definitely one of the downsides when using Unbounce.
Also, it comes with a price tag of $99 per month, and with an extra $5 per domain name, it proved to be one of the most expensive choices you could make when it comes to landing page builders.
It is important to know that choosing Unbounce means that you will not own your landing pages. If at any point you decide to switch to a different landing page builder, you will have to spend more time recreating your page, as Unbounce is the one owning them.
If you decide to use Unbounce, you should know in advance that by choosing them, you are resigning ownership over what you have created. You do not own your landing pages, and if you stop using Unbounce at some point, you will need to recreate them.
Unbounce can offer you a lot in terms of analytic reports, optimization and, on a side note – it definitely is not one of the most popular software out there for no reason.
LeadPages is a great tool for all levels – you do not need any special skills to create your landing page in under an hour.
Their interface is definitely modern and easy to use. If you are running an eCommerce website, you will find useful the fact that LeadPages is the only software out there that will let you show that directly on your landing page.
With LeadPages you can put a “buy now” button instead of a “download” or “register for a webinar” button. Neat!
One of the cons is – what you see is what you get. It will not offer you a drag and drop option and you will find it hard to customize to suit your needs. Meaning – page elements cannot be rearranged, they can be only completely excluded.
Another flaw is that you cannot preview templates before choosing the one you like. Filling out all required fields over and over again (such as your template name, industry etc), just to get your eyes on what a certain template has to offer, is redundant and time consuming.
To sum up…
It is definitely possible to create a high converting page in under an hour! We suggest you sign up for a free trial in couple of software solutions out there, see which one suits your needs best and then decide.
The most important thing is to create a compelling opt in form, nail your CTA and optimize your landing page well. Also, be aware of common mistakes at all times, as they can affect your eCommerce business in the long run.