Can you pinpoint exactly where your landing pages are falling short? Perhaps its time for a landing page audit. A swift, strategic audit of your landing pages might reveal simple, quick changes that could make all the difference in performance results. The cost of a poorly strategized landing page comes in the form of lost conversions. And, once lost, there’s a good chance you won’t get a second chance. Especially when it comes to B2B marketing.
You can avoid losing out on valuable conversion opportunities with a smart landing page audit and fresh approach steeped in proven strategies.
Here’s a short list of common strategy and design mistakes that a landing page audit often reveals:
1. Using an existing web page
This is among the most common mistakes we see. Campaigns sending interested clickers to a home page or product page on their main site. The user is easily distracted by additional navigation, information and links.
YIKES! According to MarketingSherpa’s Landing Page Handbook (2nd edition), 44% of clicks for B2B companies are directed to the business’ homepage, not a special landing page .
2. Inadequate description of product or service
Believe it or not, your landing page copy can be too brief. A scant description of your product/service and offer can result in page abandonment and poor SEO. This means prospects researching their options will find better information elsewhere. Especially when product or service information is more complete and supportive on competing websites. The result? Users will not be taking action on your page now, and potentially ever.
It also means search engine spiders will not find the site credible and therefore it will not rank well (or at all) in search results.
WOAH…Long landing pages can generate up to 220% more leads than landing pages with above-the-fold CTAs – but roughly 75% of businesses have problems finding suitable expertise for optimizing their landing page copy.
3. Ignoring the basics
Title tags, meta descriptions, header tags and other SEO basics support your page in more ways than one. The steps to devise these elements helps you to focus in on the keywords, messaging and CTAs that will help your page convert users.
4. Update and enhancement limitations
Best practices cannot be followed when you are limited or restricted by your website’s CMS or technology to optimize your page to make necessary changes. Investing in a platform that fosters and fuels best practice features and functionality is essential for successful landing pages.
The benefits of a landing page audit:
First and foremost — to identify deficiencies and opportunities. A professional landing page audit can swiftly uncover the shortcomings, reveal issues and spell out tried and true remedies.
The purpose of a landing page audit is to define opportunities to improve user engagement, organic SEO authority, credibility and technical and content compliance. An audit will identify ways your landing page could be better optimized for keywords and reveal observations that can help your landing page compete more aggressively with competitors. The deliverable: a document that contains findings and written recommendations.
Pinpoint your biggest landing page mistakes and the best way to overcome them with a comprehensive landing page audit. Contact the landing page pros at Responsory today.
Additional Landing Page Intel: