11 Landing Page Mistakes that can Cost You Sales Part 2

As promise here is the second half of our list of landing page mistakes that can cost you sales:

1. No privacy policy. Including a link to your company's privacy policy on a landing page is an important way to create trust. Your visitors are a lot less likely to give their contact information if they don't trust you to use it ethically.
2. Not communicating who you are. When a visitor arrives at a landing page they want to know immediately what company it belongs to. Make sure that you have your logo somewhere (and if necessary) some company information. Sometimes including information about what your company does can add credibility to your offer.
3. Not communicating your value proposition. If your visitors don't understand why  they should take action on your landing page, or provide you with their information, they probably won't.
4. Too much text.When it comes to landing pages, the best practice is to communicate your offer and value proposition as quickly and simply as possible. A text heavy landing page requires too much of a time commitment from casual visitors, and keeping the content skimmable is a good way to increase the number of people who take the time to read your message.
5. Not testing (or understanding which tests to use). We've said it before and we'll say it again, testing is the only way you can improve. If you're not testing your landing pages, then you won't know what you need to improve. Using tools like Google Website Optimizer and doing A/B split and multivariate tests is a crucial aspect of your landing page optimization process. If you want to learn more about the different landing page improvement tests, you can read our post on our, "Top 5 Tests to Raise Your Landing Page Conversions."
6. Not tracking conversions. If you're not tracking your landing page conversions then you can't be sure how effective your landing pages actually are, or where you need to focus your efforts. You can track your conversions with tools like Google Analytics.

Posted by Amberlie Denny at August 19, 2010 8:15 AM

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