Feb 7, 2021
Landing Page Ninja Tricks Won’t Convert and a Fix That Works
So your main page of your website is bling with all the right bells and whistles…
Even with the illustrious pixel you’ve planted to chart any visitor who nears… Hoping your landing page will ensnare them with your amazing fabulosity.
(Not to mention your calls to action, along with your incredible Pop up or Hello Bar that beam, “Click me”.)
But no one’s clicking. Or staying on your page for longer than a nanosecond.
This may be tough to hear: you’re using landing page ninja tricks that won’t convert.
However, there is a fix that works.
What are landing pages on a website?
Dictionary.com describes this type of page as:
“a web page that a user is directed to after clicking on an external hyperlink, often a page designed especially for marketing purposes”.
Immediately after people arrive at your website, your landing page should tell them what you want them to do most.
It is not a place for your favorite things to make them giddy with delight.
Well, your landing page or pages should make people behave giddily, actually — and over the moon, delighted, if they like…
Still, in the eCommerce (B2B and B2C worlds), a landing page adapts toward a more enterprising stride (or a subset) of features:
Unbounce says landing pages are professionally promotable:
“In digital marketing, a landing page is a standalone web page, created specifically for a marketing or advertising campaign.
It’s where a visitor “lands” after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.”
Uh-huh.
So is a landing page a website?
Yes and no.
A landing page is “a standalone web page”. It may also function as the only page destination a website has.
You’ll typically see this in the self-publishing or even in advertorial spheres.
An advertorial can feel like a landing page, but still provide information that often is mistaken for an actual website.
Though, its sole identity is to sell.
People can feel tricked when they can’t immediately decide a web page’s intent. Or when a page may feel more promotional (in tone and style); here is more about it.
Where as an author landing page may look like this destination.
Are landing pages important?
The landing page identifies the most salient information a web visitor needs to know when they arrive.
This relates to how you construct every speck (or pixel) in how you point people toward the action you want them to take.
Your landing page needs to tell people how to make that single action.
Whether that action is to click your banner statement, watch your video or press that big, beautiful button with a CTA… This action should ask them to do the biggest thing of importance.
Anything else you include should support or direct people to perform that same action.
If you have a banner for them to click, an email list to sign up for, your kick-A lead magnet, and also videos to watch — you’ve just welcomed people to the realm of overwhelm.
A landing pages fix that works
What works for every landing page to get more engagement and web page visit times:
- Redesign every button, word, and CTA so they make the same “Ask”.
It’s fine to have more than one CTA to tell people what you want them to do. Make certain each call to action mirrors or reflects the similar action.
If it’s to have them read your Contact Page? Terrific. To request a consultation with you? Great.
What do you do “after the ask”?
- After they reach the next page (yes, likely another landing page you’ll design) to complete the ask… make it as easy as possible for them to do.
You’ll not just keep them reading… you’ll demonstrate you have them in mind.
Each time you construct a thoughtful landing page with a single ask, no matter how many individual pages you send them to… You reduce the number of steps they’ll take.
Because you will have streamlined the steps they’ll follow into a uniform course of action.
They may stay engaged longer while your smartly simple page with a CTA:
Shows them exactly how they can swiftly get your offer.
The takeaway
The most important takeaway I hope you will take with you is this:
Each instruction or offer you put on your landing page can do the same ‘ask’.
When you don’t do this fix..? You run the risk of loading your landing page with too many ‘click-to-convert options’.
Because they become little more than landing page ninja tricks that won’t convert.
Too many choices confuses your visitors. Since we intuitively expect to see something compelling on a web page that instructs us what to do.
To recap how to do the best landing pages fix:
Decide your offer (or biggest, “ask”).
Showcase the ask in a visual, tactile or auditory way with responsiveness in mind. To enhance the visitor experience in web accessibility features, mobile and web design.
(The thing they should click, tap, swipe or speak to when they find your page.)
Why?
Because your landing page should do one thing, above and below your web browser’s fold, better than anything else:
Effectively promote your “ask”.
