{"id":7401,"date":"2016-11-15T13:00:35","date_gmt":"2016-11-15T18:00:35","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=7401"},"modified":"2016-11-15T13:00:35","modified_gmt":"2016-11-15T18:00:35","slug":"landing-page-sins-mistakes","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/landing-page-sins-mistakes\/","title":{"rendered":"11 Deadly Landing Page Sins Every Marketer Needs To Avoid"},"content":{"rendered":"Reading Time: <\/span> 11<\/span> minutes<\/span><\/span>

Landing pages have become a must have for all digital marketing campaigns. They are designed to compel your website visitors to convert on the campaign that drove them there, by collecting information that is vital for a business\u2019s growth. Be it simply generating leads by asking for email addresses or asking them to sign up for a free trial of a product, a landing page has a direct impact on the performance of a campaign.<\/p>\n

While a good landing page is bound to get you a lot of conversions<\/a>, an ill-planned landing page will have the exact opposite effect. It will not just lower your chances of getting customers, but also work negatively for the reputation of your business online.<\/p>\n

Even though there are hundreds of tips, tricks and tools available on the internet to guide marketers for creating converting landing pages<\/a>, there are still a few mistakes that often end up costing them customers.<\/p>\n

Here\u2019s taking a look at the 11 deadly sins that marketers need to avoid making on their landing pages:<\/p>\n

1. Your visitors don\u2019t understand what you\u2019re offering <\/strong><\/p>\n

Let\u2019s face it, most internet users are seeking for information that they can easily consume and get value from. If your landing page isn\u2019t able to convey its point in 5 seconds<\/a>, you\u2019ve lost a possible customer.<\/p>\n

Look at this landing page. Can you get in 5 seconds what it offers you?<\/p>\n

\"reconvert-landing-page\"<\/div>\n

Actually, it is the landing page of Revconver<\/a>t, a content-discovery platform that recommends content form other websites based on the content users already viewed.<\/p>\n

Compare it to the landing page of their competitor Taboola<\/a>:<\/p>\n

\"taboola\"<\/div>\n

Isn\u2019t is more clear what the company offers to you?<\/p>\n

This landing page has almost all the elements of a good value proposition<\/a>:<\/p>\n

    \n
  1. Headline <\/strong>that describes the end benefits: \u201cGrow your traffic & customer base\u201d.<\/li>\n
  2. Subheadline <\/strong>explaining what they offer: \u201cReach potential customers across the world\u2019s most popular websites. Engage target audience naturally, while they\u2019re reading interesting content\u201d.<\/li>\n
  3. Visual <\/strong>supporting the value proposition statement: an image that show how native ads look like on the page.<\/li>\n<\/ol>\n

    Creating a value proposition is not as easy task as it may seem. It requires a bit of groundwork: competitive analysis, target audience research, and creating personas<\/a>. Only after that you can start writing a compelling value proposition<\/a> statement using, for instance, G. Moore model:<\/p>\n

    For<\/em><\/strong>\u00a0(target customer)\u00a0<\/em>who<\/em><\/strong>\u00a0(need statement),<\/em>\u00a0<\/em>the<\/em><\/strong>\u00a0(product\/brand name)\u00a0<\/em>is a<\/em><\/strong>\u00a0(product category)\u00a0<\/em>that<\/em><\/strong>\u00a0(key benefit statement\/compelling reason to buy).<\/em>Unlike<\/em><\/strong>\u00a0(primary competitor alternatives),\u00a0(product\/brand name) (primary differentiation statement).<\/em><\/p>\n

    To validate your value proposition, you can use \u201cgrandma approach\u201d, i.e. if you grandma would understand what you offer to people, other people will understand it too. Of course, using your grandma to validate your value proposition statement is a bit too much, but it will never hurt to ask a person who hasn\u2019t probably heard of your value proposition before to answer a few questions before you take it live:<\/p>\n