The landing page is configured, configured, equipped with Yandex.Metrica and launched, but the work on it does not end there. An audit will help to see flaws, unresolved issues, unnecessary or missing blocks - everything that can be tweaked and strengthened in order to increase conversion.
It is necessary to conduct an audit of landings not only after launching and after 2-3 months of working on live traffic, but regularly, plunging into analytics, putting forward hypotheses and conducting A / B testing.
In the article I will list the errors that reduce the conversion, and tell you how to fix them.
- 1. The site is overloaded and does not open for a long time.
- 2. Lack of developed portraits of the target audience
- 3. Lack of segmentation
- 4. Uninteresting, incomprehensible offer
- 5. Inconsistency of the offer on the landing to the advertisement
- 6. Clickable third-party links
- Errors that prevent you from going beyond the first screen
- 7. Desire for instant sales
- 8. Uninformative first screen
- 9. Missing handle
- 10. No navigation
- Errors in the text that prevent you from performing the target action.
- 11. Missing contact information
- 12. Unproduced, irrelevant benefits
- 13. False UTP
- 14. Unresolved issues of the target audience
- 15. There is no description of the result, it is insufficient or specific.
- 16. Missing information
- 17. Incorrect information
- 18. Unreliable Reviews
- 19. No pricing information
- 20. A flimsy list of clients
- 21. No clear geography.
- 22. Inconsistency in the presentation of information
- 23. Lists are too long
- Design errors that reduce conversion
- 24. Non-clickable phone in the site header
- 25. Illogical screen layout
- 26. Minor tip items or lack thereof
- 27. There are no “nudging” actions.
- 28. Visual trash
- 29. Unreadable fonts
- 30. Non-clickable documents
- 31. Complex forms of capture
- 32. There are no return forms
- Checklist for self-auditing landing pages
Errors that hinder any activity on the site
1. The site is overloaded and does not open for a long time.
If the site is loaded longer than 3 seconds - 53% of mobile visitors are lost, asserts Google.
Yes, it is important for a person that the download is fast and the layout is easy. I honestly waited 15 seconds for the download of one of the landing pages for the sale of air conditioners, and then I was bored. 9 out of 10 visitors would leave even earlier.
Users are unlikely to reach the conversion if the site is not conveniently displayed in all devices, operating systems and browsers. A completely negative result will be when the resource is unavailable.
2. Lack of developed portraits of the target audience
"Women 20-60 years old", "Residents of the Moscow region", "Anyone who loves beautiful clothes " - this is not the target audience. Writing for such an audience is the same as shooting a cannon at the sparrows.
It is necessary and important to work out avatars (as they call it now) in the format:
- Woman 25-35 years old, married.
- Mother of two children, one of whom is a junior high school student, and the second goes to kindergarten.
- The income level is average. He lives in an apartment purchased with a mortgage.
- Interests: parenting, cooking, self-development, finding oneself in the profession, improving material conditions.
- Dreams to change life in the professional and material terms. Attends webinars and courses on parent-child, partnerships, personal finance management.
Of course, such descriptions remain outside the landing page. On a landing, an appeal to the main audience group may look like this:
3. Lack of segmentation
Often on landings there is an adjustment necessary and important for a cold audience. And at the same time there is an appeal to immediately buy, for example, to register for a paid course or open an account, which can only be offered to an already heated audience.
Sometimes it’s just a copywriter's flaw, and sometimes the customer’s deliberate position: "I want a landing page for everyone at once, let him find something for himself and a cold lead and a warm", "Let's make the landing immediately for individuals and companies".
The lack of segmentation is deadly for conversion because there is too much information for one audience group, and for other information it may not be enough. Or different target groups have fundamentally different requests. For example, it is important for wholesale buyers to buy clothes cheaply and quickly, and for final consumers to be able to try them on before buying and pay only for what came up. Here is another example:
- "Photography course"says nothing about the core group of the target audience of the project.
- "The course of photography from scratch for children 10-15 years"clearly outlines this group.
The "scrolling map" in Yandex.Metrica shows well that there are screens on the landing page that are scrolled without reading. It means that there is either extra information, and it is better to remove it (for example, a tuning block that is useless for a warm audience), or it is boring and blurry - in this case it can be recycled.
4. Uninteresting, incomprehensible offer
Landing is always devoted to the packaging of a particular offer. If the proposal is formulated vaguely and vaguely, then the visitor may simply not understand what he is offered, why it is cool and why it is necessary.
I will give an example:
"Breathe clean air with Teperratti" - bad offer.
"Teperratti home split systems with installation and 5 years warranty" - good.
Check the specificity of the offer is easy. He should clearly answer simple questions:
- What is offered here? - Split system.
- Who does this offer? - Owners of apartments and houses.
- Why is this cool? - Because the guarantee is not 1, not 2, but 5 years.
- Why is it convenient and profitable? - Because we ourselves will install a split system, you do not need to look for installers and worry about their qualifications.
5. Inconsistency of the offer on the landing to the advertisement
To identify this error, it is important to understand where the traffic comes from. The discrepancy is more common due to incorrect setting of contextual advertising.
For example, a person types in the search box "Dishwasher for 10,000 to buy quickly ", and contextual advertising shows him the announcement "Buy a dishwasher for 10 000 rubles in 2 clicks"In this case, on the first screen of the landing page, where his advertisement has led, he expects to see something like:"We sell the dishwasher for 10 000 rubles. 2 clicks and it's yours". If the user goes to the landing, and there"We give you free time and clean hands."this will result in a rejection and return to the search.
6. Clickable third-party links
A landing page from which you can go to some other resource is wrong landing page, and its strengthening should be started by removing external links. Even if they lead to the official YouTube channel or company sites.
Landing's task is to collect leads (registrations, orders, requests, calls), and not to lead a visitor to third-party resources.
The only acceptable option is a review, the link to which opens in a small additional pop-up window (not separate or full-screen).
Errors that prevent you from going beyond the first screen
7. Desire for instant sales
Landings with the so-called free first step work better when, in exchange for contacts, they offer, for example, to receive a lead magnet, leave a request for a consultation, send a commercial offer.
In order for a person to immediately buy, he must be "hot", for example, as in the following situations:
- The sofa broke, there is nothing to sleep today, we need furniture with delivery within 6 hours.
- The key is stuck, it is urgent to open the lock, otherwise you will have to spend the night on the street.
- The car broke down on the highway without technical assistance in any way.
But it is rather an exception.
8. Uninformative first screen
A blunder: the user sees a beautiful picture, animation, slider, but does not understand the essence of the sentence. “We work to ensure that you are successful”, “The most important thing for us is your trust” - such options are found, and quite often. On the first screen of such landing pages there is often a button and a call to action.
9. Missing handle
The descriptor is important because it very quickly helps to understand where a person went, what the landing page is about.
"Legal support of labor law", "Online store equipment", "Furniture from the manufacturer", "Bank for entrepreneurs"- quite informative descriptors. Often there are none at all on the landing page - this is wrong, and it prevents a person from finding his way around to where he went.
10. No navigation
The menu in the landing page is not just a listing of the main blocks, but a quick navigation tool. With it, the user can see only what is important to him to make a decision. For example, tariff plans, information about the speaker / expert, reviews or cases.
Errors in the text that prevent you from performing the target action.
11. Missing contact information
Often only a phone is placed on landings - this greatly reduces trust. For maximum conversion on a landing page, you need to specify the address of corporate e-mail and the address of the office (if the scope of activity requires it). Often, the lack of full contact sin start-ups and landing pages, designed for VIP-audience.
12. Unproduced, irrelevant benefits
The option in which the benefits are indicated without specifics is a real killer of landing pages. Nevertheless, such an error occurs often, because how to write "mount quickly"easier than to attend to and find out that the installation takes an average of 2 working days. Give information about what we have"best prices on the market"it is easier than to calculate that the cost of goods is on average lower than the market by 12%.
For example, on a landing oratorical skill for businessmen, the benefits may be the ability to negotiate, the ability to achieve results, to keep the audience, but not "restoration of the ability to speak convincingly, lost over the years decree".
- "Homework does not take much strength"- poorly developed profit.
- "Homework will take 15 minutes to complete." - that is good.
Benefits should be relevant to both the main offer and user requests. If the visitors are “drowned” at the benefits, do not reach the target action, the copywriter did not fall into their expectations or incorrectly determined the target audience. To monitor the behavior of each visitor, look at the landing with his eyes, Yandex.Metrica will help, or rather, one of its tools - WebVizor. We have already written a blog how to use it.
13. False UTP
UTP in the form of a free consultation - often a false UTP. For example, consultation of a realtor is free by definition, consultation of the master of the installation of stretch ceilings is also free, since the audience is not ready to pay separately for such a service.
It is possible and logical to indicate that the consultation is free, but you should not focus on this as a unique selling proposition. It’s better to find a real advantage, for example, "I will check the apartment from the time the house is built to this day in 24 hours" or "I will pick up 3 options of apartments in your area for 3 days".
14. Taken questions of the target audience
If there is a "Ask a Question" form on the landing page - it is important to sort out all the questions that have been received, and to work out those that occur most frequently.
It is not necessary to create a separate FAQ screen for this - this is an old school version, which is rarely used in modern simple landings. It is more logical to lay the answers to important questions and the processing of objections in the screens of product / service characteristics, benefits and results.
If there is no such form, it is advisable to periodically ask sales managers what questions buyers come to with them.
15. There is no description of the result, it is insufficient or specific.
- "With our chairs you will forever forget about back pain."- non-specific.
- "The ergonomic shape of the chair protects against spinal curvature and the development of vertebral hernia" - OK.
There is also unreasonable "digitization" of the result. "Your image will be 45% more attractive."immediately raises the question: who and how measures the attractiveness of the image? Excellent, if the results are backed up visually, with a picture or a photo.
16. Missing information
Often, landings do not place blocks like "How it works", "How to become a member", etc. And a person does not understand what will happen when he clicks the "Buy" or "Sign up" button. Such blocks are required for a new product, new service or audience.
17. Incorrect information
If on the screen about the company the experience of 5 years is declared, and three screens below, in advantages - already 15, then this will definitely undermine the trust of visitors.
Such mistakes happen at the stage of refinement, when one of the decision makers from the customer wants to triple the experience for persuasiveness and does it himself, without informing the copywriter and designer. The copywriter will see a discrepancy when the landing page is already launched, and the designer in principle will not analyze the content and delve into the details - this is not his task.
18. Unreliable Reviews
This is a very common mistake; the importance of competent work with reviews is underestimated by many. Testimonials must be real and accompanied by:
- A photograph of a person (unique, and not one that can be found on different sites under different names in 3 minutes).
- Screen / real link to feedback on the social network, screen from the site otzovika.
Excellent reviews work in a short video format. If there are no real reviews or it is unrealistic to get them, you need to search and use other tools of trust.
19. No pricing information
Not all areas can (and should) indicate on the landing a specific price of a product or service. But some information about the price should be present. For example:
- In the form of the lower bound - "Repair cost from 2,000 rubles per square meter".
- In the form of a fork - "The cost of outsourcing labor protection from 5 to 150 000 per month, depending on the number of organizations".
- Or the ability to calculate the cost / download price.
20. A flimsy list of clients
In the list of clients / partners, it makes sense to place the logos of those companies that are known to everyone (Sberbank, Toyota, Kommersant, etc.), or those who are familiar to the target audience by their occupation. For example, when working with the sector of fuel and energy companies, it is possible to display logos of even small oil producing, gas producing or processing enterprises.
21. No clear geography.
There is a difference between the delivery of children's clothing only in Moscow or throughout Russia. From the content of the landing page it should be clear where delivery is possible, where the service can be ordered, and where not. For example, it only makes sense to promise installation supervision of metal structures in Kamchatka if your team is really ready to go there.
22. Inconsistency in the presentation of information
If you decide to contact the landing page visitor on “you” - maintain this everywhere, without switching to “vykane”. If you are talking about yourself in the third person (“The Three Pineapples Company”) - stick to this tactic from the beginning to the end of the landing page, without moving to “we.” The uncoordinated text creates a feeling of lack of professionalism and the project made on the knee.
23. Lists are too long
Unnecessarily large transfers of anything, even benefits, overload the person with information and prevent him from performing the target action. Even from the best intentions to give more than 7-10 bullets in one block does not make sense.
Design errors that reduce conversion
24. Non-clickable phone in the site header
A clickable phone is very convenient, especially for a mobile audience. One click, and now a potential customer calls your managers.
When a user views a landing page from a computer or laptop, a clickable phone allows you to call, for example, via Skype. The lack of clickability means that you need to remember the number and dial it manually.
25. Illogical screen layout
When it comes to a webinar or a master class, you need a screen about the author and the presenter.
If the author is advertised, the audience goes exactly to him - the name, surname and photo of the expert it is logical to place immediately on the first screen. If the author is a beginner or is simply unfamiliar to the target audience, then this block should be shifted logically below, under the program, and perhaps even under the screen with the results, since the information about the author and the leading in this case is a weak argument for registering for the webinar. It is more logical to focus on the program and the knowledge / skills that participants receive.
26. Minor tip items or lack thereof
Tell the user that you can scroll through the slider pictures by placing a well-visible scroll icon. Push the person to view the landing by placing a tick "Down" on the first screen. If the landing page is longer than 6-7 screens, provide a button "Back to the beginning", so that the user can conveniently go back to the first screen and fill in the capture form there. These simple little things are often ignored, and in fact they are able to influence the conversion.
27. There are no “nudging” actions.
Most often, in order to push a person to a conversion action, indicate the period during which the offer or additional discount is valid. Previously, these were huge blocks with a countdown of time, today - light unobtrusive pop-up counters. Do not neglect the proven methods of motivation - they work! The restriction on the quantity of goods may also act as a "nudging" alternative.
28. Visual trash
Точки в заголовках и подзаголовках не используют даже в печатных СМИ, а уж на интернет-ресурсах это просто смертный грех. "You", "Client", "Customer", "Company", "Director" with a capital letter in the middle of sentences, KAPSLOCK - visually litter the text, giving it unreasonable pathos and even subservience.
29. Unreadable fonts
Gothic, exotic, fantasy fonts - leave them for other purposes. All fonts on a landing page should be combined with each other (if there are several of them) and as easy as possible to perceive.
30. Non-clickable documents
If web analytics (for example, the "Click Map" in Yandex.Metrica) shows that visitors are trying to click on documents to increase them, but this is not provided for - correct the situation. All documents must be either clickable or placed in such a size so that the visitor can read them, and not just see the word "Certificate", "License" or "Identity Card".
31. Complex forms of capture
If Form Analytics in Yandex.Metrica shows that the form is not used, something is definitely wrong with it. The smaller the fields in the capture form, the higher the probability of its filling.
So, if you are not going to call a person and send alerts, do not include the "phone number" field. First, it increases the time it takes to complete the form. Secondly, many people, in principle, do not like to leave their phone, for fear of spam and intrusive calls.
But the form-tips in each field, disappearing with the first mouse click, will help the visitor not to confuse anything.
32. There are no return forms
These are the forms that appear when trying to close a page in case a person has not filled out any form, that is, has not converted. This may be an offer to order a call back, get a personalized discount or a gift when ordering, download free useful material - something that will help the landing page owner to receive visitor contacts for further interaction.
Checklist for self-auditing landing pages
Offensive shortcomings, "drowning" the visitor, in reality, may be much more.
Each flaw on the landing page is albeit small, but a minus to conversion.
In order not to lose visitors, use our check-list and check:
- The site is efficient, quickly loaded and conveniently displayed on all devices, browsers, OS?
- Who is your target audience?
- Which group of target audience do you refer to, does it know about you and your product?
- Is your first form of capture for a cold audience free?
- Is your offer clear and shows benefits?
- Does the offer match the ad text and the query that the user is following?
- The site has no clickable links that lead visitors away from the main task - conversion action?
- If only the first screen is visible, what exactly do you suggest? Does the audience not be deterred by the call to buy on the first screen?
- Is there a handle on the landing page?
- Is there a top quick navigation menu?
- Is there any contact information (address in offline, phone, e-mail)?
- Are the benefits specified and do they meet the expectations of the visitors?
- Is your UTP valid or false?
- Have you answered the most common questions?
- Is there a description of the result?
- Is it clear to the person what will happen when he clicks on the "Buy", "Download", "Register" buttons?
- Are there any actual differences in the information on the landing page?
- Are the reviews realistic and convincing?
- Is there any price information on the landing page?
- Does your target audience know the companies whose logos you have placed in the customer list?
- Are the regions you work in?
- Do you address your audience with “you” or “you”?
- Is there any listing of more than 7-10 points in the text?
- Is the phone clickable in the header?
- Is the block layout logic broken?
- Are the tooltips visible, and are there any?
- Whether the pushing actions are thought out - a deadline, restriction on time or quantity of goods?
- Are there any points in the headings and subtitles of the landing page?
- Are the fonts well read, are they too complex or exotic?
- Do you see all the documents posted on the landing page?
- Does your capture form contain optional fields that you can do without?
- Are return forms provided?
If you do not have a landing page yet, and you needed it "just yesterday" - TexTerra has a service for creating landing pages. We develop single pages quickly and coordinate each stage with the client. Contact us!