Drive them to the neck: 11 conversion enemies on landing pages



    A week ago, we decided on a crazy act: we announced to subscribers about the analysis of their landing pages. With recommendations on how to improve the value proposition and increase conversion. As a result, we sorted 69 landings and found 11 typical errors. See examples of errors in the article and drive them to the neck as quickly as possible. If you have them, of course)


    Nonsense in the title The

    title is a value proposition, in essence. Users want to know the facts and only the facts, without further explanation. What benefits will they receive and how do you differ from your competitors.

    For example, the landing page of a repair company:



    A summary with the words "We offer a solution that includes ..." is appropriate for SEO-texture, but not for the offer. Secondly, quickly and efficiently - each has its own standards. For some, a week and a lot of garbage, for someone - 30 days and cleaning “under the broom”.

    How to fix it: we leave the specifics according to the terms and cost + add the decryption of the repair on a turn-key basis, without "water".

    “Turnkey apartment renovation / We make repairs in 25 days from 3,000 rubles per m2 / All inclusive: from fine finishing to garbage collection” The

    user came from advertising → saw compliance with a key request → saw specific benefits.

    To help - the article "4U Headers: 30 Examples . "

    Lack of value proposition

    But this is a critical error that we usually fix on multi-page sites. Users "land" from Yandex.Direct and AdWords to the service page where there is "blah blah blah." Not even the properties of the goods, but a simple description. How they do, why exactly this decision is incomprehensible.

    An example of the sale of gas gas holders:



    The main thing is that they did not forget to “stick” the application form for the order (!)

    Of equipment) Another unsuccessful example: An



    official partner ... an image of some equipment ... op-pa! Get a price list - what? Even if you drive super-targeted traffic to a page and visitors instantly recognize switchgear boxes, the lack of an offer does not motivate you to watch the site.

    Callback service popup

    We do not call to “kill” callbacks) The error is that the window appears too quickly, which closes the half-screen. The advantage of the free version) The user has not yet had time to read the text on the first screen, and he pops up on it: “You were on our site for 40 seconds, let us call you back”. In fact, 10-15 seconds passed.

    This is especially annoying in complex services - interior design, construction of houses. Moreover, in B2B (accounting services, installation of industrial equipment, etc.), the

    user is forced to take an extra action - close the callback window.

    What to do:increase the popup time. A single recipe does not exist. Look at the decision making time, analyze the records of the webvisor - when users start to “slow down” and the callback offer gets to the point.

    Marking anti-spam

    Good intentions to warn users about their honesty can play a cruel joke. Do not make them doubt: “Yes, they all say that, but in reality ...”



    It is much more effective to make the signature “We will call you back in 30 minutes” under the CTA button, as this shows the course of events and, therefore, reduces stress. The following error is also associated with this.

    CTA Stress Button

    Yes, imagine: sending personal data on a landing page is a stressful action. Your task is to soften it as far as possible with the help of the right call.

    Avoid a direct hint of sale. Landing sells interest in the product, not the product itself. Therefore, drive to the neck “Buy”, “Order”: they work only in e-commerce (online stores and product landing pages in CPA networks).



    What to do: focus on interest, and ideally - on the result, the ultimate benefit of the user.
    The first option is suitable for B2B, the second - for B2C.

    Example of a microfinance center:



    We recommend 6 call-to-action models on the landing page: “Call = result”, “I want to know”, “Get a selection”, “Free test drive”, “Free value” and “Meeting”.

    For all the nuances with examples, see the article “How to Make an Effective Call to Action on Landing: 15 Examples” .

    Two targeted actions are next to

    “If you do not send the application, you will call”: this logic works in the red. Do not force to choose: “Write or call? Call or write? "
    The more options, the higher the likelihood that the user will not select any of them.



    And even more so, you should not do this in the lead form itself:



    Discrepancy between the signature in the application form and the CTA button.

    See that the signature in the form and the call to action coincide in meaning. Otherwise, the user will experience cognitive dissonance. Brain explosion in Russian)

    As in the following example - order an estimate and buy at a discount - what the f ... k! What to buy ??



    CAPTCHA in the application form

    Well, here, as it were, without comment)



    Long text

    Text “footcloths” about your loved ones leave for articles in the newspaper “Gudok”. On the landing page of the outpouring about a multi-stage production process, improving production operations and vast accumulated experience, no one is interested except you (and that is in question).



    If you already decided to give facts about the company, do it briefly, with benefits in the client’s world, as here:



    Direct Techniques

    In the Direct chips themselves with the calls “Order!”, “Come in!”, “Click!” There is nothing bad. While they work in advertisements. On the landing page, it’s the same as appearing in slippers and underpants at the president’s reception.

    Guess three times what these comrades sell:



    Terrible images

    About stock photos and without us 100,000 words were written, and we noticed one interesting “trick”: adjust the size of the images to fit the template, as a result, models with cropped heads come out. In the photo with the product, it looks terrible:



    Instead of a conclusion,

    we continue to ruthlessly analyze landing pages in our VKontakte community . Throw links to your landing pages (if you’re not afraid, of course), participate in discussions.

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