If you have a business website but are not getting the results you want when it comes to visitor conversion, it may be your landing page. All too often, site designers do not take into consideration some key factors when putting together a landing page. The goal of your landing page is to get visitors to become customers. Unfortunately, some common mistakes drive visitors away instead of achieving this goal.
First and foremost is clutter. Clutter on your landing page can be confusing, as well as overwhelming, and ultimately will drive potential customers away. Clutter can be considered anything from too much going on, useless animations and videos, as well as information and images that have nothing to do with your products or services. While the internet has given us many toys to play with, trying to dazzle site visitors with everything all at once is a common mistake that turns many people away.
Also, giving away the core of your business can be a reason for visitors not becoming customers. Your entire point of setting up a business website is to do business; however, this is where things can get tricky. Depending on what you are selling, you have to decide where the line is between giving your product away and making customers want more. For example, sites that sell music downloads do not let you listen to the entire song; they let you hear a sample of it, typically between 10 and 30 seconds. That way, you get just enough to want more. Don’t give everything away; make the customer want to purchase something.
Another reason sites have trouble making conversions is because they are not differentiating themselves from their competition. You know that you offer a superior service or product, but you have to let visitors know that as well. You are selling yourself and that needs to be kept in the forefront of your mind at all times. What makes you different from your competitors? Why should someone do business with you and not them? Site visitors need to be given this information, either in the form of text, images, or other communication.
Finally, one of the biggest conversion killers on a site is not being focused. As with clutter, visitors to your site need to know what your core service or product line is. Figure out what you think your biggest moneymaker is and put the focus on that on the landing page. You may offer many goods and services that are excellent and do well, but customers can become easily overwhelmed when faced with multiple choices. Keep it simple for them and for you and you are bound to see higher conversion rates on your site.