- 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)
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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.
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Thank you for watching.