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Dan ReedMon, Sep 21, 2015 6 min read

5 Mistakes Sabotaging Your Conversion Optimization Efforts

conversionrateoptimizationThe end goal of your inbound marketing campaign is to increase revenue.

Sure, it takes patience and you need to avoid hard-sell tactics at all costs. But, when it comes down to it, all the strategy, educational content, blogging and careful focus on the buyer journey needs to result in money for your business.

If you’ve been practicing inbound marketing for several months and you’re not seeing an increase in revenue, there might be a silent saboteur on your website, preventing your visitors from becoming leads and your leads from becoming customers: crucial landing page errors. If this is the case, you need to dedicate some resources to conversion optimization.

As I mentioned last week, the first rule of conversion optimization is to not assume that what worked for another company is going to work for yours. However, there are a few critical mistakes you might be making on your landing pages that lead to low conversion rates.

Look out for these five mistakes that are silently sabotaging your conversion optimization efforts.

Mistake #1: You’re Not Testing

Reviewing metrics and seeing what works is a crucial aspect of your inbound marketing campaign. To find out what works on your landing pages, run A/B tests.

Take the original version of one of your most important landing pages (the one that encourages your site visitors to schedule a consultation, perhaps) and create an alternate version that changes just one element of the page. Then, use your content management system to display the alternate version of the page to a pre-determined number of site visitors, while letting the same number of site visitors see the original page.

At the end of the test, compare the number of conversions each page generates and make the more successful version the default page. Continue running A/B tests until you develop the perfect landing page for your customers. Once you’ve determined your ideal landing page formula, apply it to other landing pages and run A/B tests on them as well.

Mistake #2: You’re Not Putting Enough Thought Into Your Calls-To-Action

Your landing page’s calls-to-action might be dragging your conversion rates down.

Call-to-action buttons that don’t make it perfectly clear what happens after your site visitors click them tend to perform poorly. Out-of-context calls-to-action also lead to bad results. Additionally, too much copy on your call-to-action buttons could inhibit conversions. Make sure your CTAs are direct and inform the reader of what action they are taking upon clicking.

But remember, what works for one company might not work for yours, so test out different call-to-action strategies to find what works best.

Mistake #3: You Have A Poor SEO Keyword Strategy

Some of your site visitors might end up on your landing page straight from a search engine results page. This means they have significantly less context for the content of your page than they would if they had gone through your site’s navigation flow.

If a visitor ends up on your page after using a search term that is not relevant to your page, they’ll probably immediately click away, which increases your bounce rate and lowers your conversion rate. To avoid this, you need to make sure your keywords are relevant to your landing pages.

Mistake #4: Your Landing Pages Offer Poor User Experience

User experience plays a critical role in landing page conversions. If your landing page has large blocks of copy in a tiny font size along with pop-up banners and complicated page navigation, this might be the reason you’re not generating enough conversions.

Make sure your landing pages are easy to navigate, filled with helpful, informative content and offer compelling calls-to-action.

Mistake #5: You’re Asking For Too Much

You need to ensure that you’re not asking too much of your visitors. Even if you’re offering a free piece of content or a free consultation, the visitor is still required to provide their contact information to receive the offer.

Only ask your visitors for the information you absolutely need in order to send them information and cultivate them for future sales. For best results, make your contact forms as short as possible.

Increasing your conversions leads to more revenue for your business. Avoid the five conversion optimization mistakes above to turn your site visitors into leads and your leads into customers.

Start Today Tip – Slow page load speeds wreak havoc on both conversion rate optimization and search engine optimization tactics. Delays of even one second have been proven to reduce page views, conversions and customer satisfaction. To get better results, make sure your landing pages load quickly. One way to reduce page load time is to focus on images. If an image only takes up 470 pixels of page width, make sure the image on your server is only 470 pixels wide. Whenever possible, use JPEGs, as they’ve been proven to yield the fastest page load speeds. 

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