Converting site visitors into paying customers is difficult enough, but when your landing pages aren’t optimized for users and, more importantly, your target audience, you are only likely to decrease your success rate and force yourself to work twice as hard to reel people in.
The relevancy and performance of your landing page impact your Quality Score, and there is a direct correlation between your Quality Score and your google ad campaign success. However, things such as the flow and speed of the page, the chosen color palette, your CTAs, and the overall design of the page affect how long your users stay on the page and what they do once they are there.
If you are relying on call-to-action buttons, for example, you have to consider size, color, and placement, and these things are constantly being studied to determine what works best. However, the more control you have over your site, the more you will be able to experiment with things on your own.
There are, of course, some general dos and don’ts, and by tweaking your landing pages and avoiding the following mistakes, you should be able to increase your Quality Score, ad success, and conversion rates.
1. A CTA Button That Blends In
When you consider the purpose of a call-to-action button, you realize how important it is that the button is accessible and noticeable, and one mistake people tend to make is having a CTA button that blends in with the background or with other elements on the page.
When you are relying on your CTA to hopefully get customers to buy something, sign up for a newsletter, or simply explore your range of products, you don’t just want them to see the button, but you want them to know that the button is important and serves a purpose, as well. When the button is too similar to other elements on the page, it is seemingly not as special, which means that it’s more likely to be missed, especially by someone who is merely browsing without any clear intentions.
While it’s true that some button colors outperform others, it’s important to understand that any color, as long as it stands out, might outperform a color that blends in.
2. A CTA Button That Is Too Small or Too Large
Keep in mind that if your CTA button blends in color-wise, the size of the button is probably a secondary concern.
However, buttons that are either too large or too small may also hurt your click-through rate. For obvious reasons, a button that is too small is easily missed, seemingly unimportant, and potentially hard to read. It’s often recommended to have your CTA button roughly 20% larger than the logo on the site, but it’s about finding a middle ground between too large and too small.
You obviously don’t want your CTA button to be obnoxiously large, but you do want it to be noticeable and stand out from the rest of the page. But before you go blowing up your button, remember that many users are accessing your landing page through their smartphones and mobile devices, and it’s crucial that your landing page is mobile-friendly. An excessively large button could mess with your UX in a way that drives users away.
3. Failure to Select Appropriate Colors
There are plenty of scientific studies surrounding people’s unconscious reactions to certain colors, and the colors that restaurants and companies use to style their buildings or products are often chosen for a specific reason. In most cases, you should be able to say the same about the colors chosen for your landing pages.
In addition to CTA button colors, you should pay attention to the colors that make up the entire page, and you should choose colors based on your target audience.
Generally, men and women are drawn to different colors, and if you do some research you can find more extensive information regarding this subject. As an example, men generally prefer blues more than women, whereas women generally prefer purple more often than men. If your product is associated with a particular color or if your product evokes some of the same emotions as a particular color, you may know exactly what to pick.
The way people feel about your landing page when looking at it could influence how they feel about your product in general, so a solid design and relevant colors will go a long way.
4. Ignoring the Flow of the Site
When talking about “flow,” you are talking about the steps that users must take to reach a particular goal, and you essentially want to make sure that transitions from one step to another are smooth and uninterrupted.
You should pay attention to user flow before, during, and after the user’s time on the landing page. If clicking on your ad is step one, and clicking on your landing page CTA is step two, you don’t want to make it difficult to get past the landing page to step three, which might be a product page or something similar. Things that interrupt flow include confusing site design, slow loading, and CTAs that require too much thought.
The more steps that are involved, the more the flow is interrupted, so you also want to keep steps at a minimum and only request the minimum information from users necessary to achieve the goal.
5. Failing to Build User Trust
Users who don’t trust you are less likely to continue clicking around on your landing page, let alone give you their personal information. Even if your design is excellent, your colors are perfect, and your CTA stands out, you can still lose conversions due to a lack of user trust.
One of the things that you can do to build trust is make sure that your site has the necessary trust marks, which indicate that your site and business meet standard security and privacy requirements. Having an SSL will also give them greater confidence, and being easy to contact is another way to make users feel safe.
In general, users are more likely to trust sites that look professional, contain well-known products, load quickly, and contains contact information.