Landing Page Setbacks? Here’s How Heatmap Tool Can Help You
It has been proved time and again that relevant landing page can double the conversion rate. However, at the same time, as per the statistics, almost 80 to 90% the visitors bounces from the landing page. The reason being optimizing the landing page is often overlooked while executing the marketing campaigns. The primary goal of a landing page is to turn visitors into conversions. Here are some of the consideration that you need to keep in mind while designing a landing page.
- Make the visitor feel comfortable and secure for making the online transaction. Displaying security badges and making the navigation cinch on your page is the best to comfort the visitor.
- The CTA buttons and the content on the page should make the visitor compel to purchase.
- Keep the page concise and to the point without putting in too much of distractive elements like navigation links, banner ads. The time spent by the visitor on your page should be more efficient and conversion focused.
- An attractive design can make the conversions easier. So, use images and attention-grabbing colors. Even the design should be in accordance with the purpose of the landing page.
Having discussed the basic requirements of a landing page, it is important to focus on the common mistakes that may adversely affect your marketing campaign. Listed below are some of those mistakes and how the heatmap tool can help detect and rectify them. Check them out.
Mistake #1 Unwanted clutter
Most landing pages feature attractive designs. This is a primary factor of web designing and may be fruitful in driving some traffic, but may fall short in achieving the conversion goals. The cluttered and ugly design is one of the biggest reasons for the bounce and exit rates. The key is to keep the content minimal and to the point on these pages. The mouse move heatmap shows the clicks and the mouse activity on the page. This allows you to view the overall layout step-by-step. This way you can figure out the sectors that are engaging the customers and the places that are leading to maximum bounces. Excess of content on such pages may annoy the visitors. You can figure out the places that are distracting the visitor and make necessary changes in the landing page.
Mistake #2 Inadequate Call-to-action
Analyzing the result of the heatmap tool can help you get an insight of the common path pattern adopted by the visitors. It gives you an idea of whether a page or a trigger word or an image makes any sense to the visitors or not. Check the click rates to see if the CTA text is attracting the attention of the visitors or not. One of the most important consideration is that users briefly visit the area on the left-hand side of the page, and skip over the call-to-action immediately below it. Hence, the CTA trigger should be placed wisely where the click heatmap result shows maximum focus. Ample white space surrounding a CTA button will help readers quickly focus in on this important area.
Mistake #3 Distracting navigation
links As mentioned above, an analytical study of the heatmap result can help you read the path pattern of the users. When the data from multiple users are compiled, it shows the click and mouse move patterns witnessed on the page. Scattered or random paths indicate that readers are confused. This calls for revisiting the design of the page. Ideally, a heatmap result should show the concentrated area around the CTA. If the result show scattered patterns, then, you need to remove the clutter. There shouldn’t be unnecessary navigating links in the landing page. You surely don’t want your prospect customer wandering around on your website.
Mistake #4 Complicated conversion process
The heatmap analysis can give you an insight of the exact place from where the visitors are bouncing. The complicated checkout process is believed to be one of the main reasons that cripple the conversions. Check your heatmap result and see if it’s the checkout page that is annoying the visitors. Do the necessary changes and make your checkout process a smooth ride.
Mistake #5 Lack of visual cues
The heatmap analysis has proved that persuader videos and interesting images keep the interest of the visitors intact. The visit of your prospect should not become monotonous at any point in time. Persuader videos help establish a human connection with the visitors. In the case of an eCommerce store landing page, check if the bounces are happening after clicking on the image. This may imply that either the images are not clear or are not serving the purpose. Along with this, the visual cues help guide visitors in a certain direction or location on the landing page. So, make the navigation more efficient for the visitors for an ultimate user experience.
Mistake #6 Landing page not aligned with the ads
The idea of the creating a landing page to target the niche traffic with the right products. However, even in this case maintaining the trust of the audience is vital. Losing their trust will definitely cost you some conversions. Hence, the landing page should match the expectation of the customers. The URL, meta description and content should be focused on the purpose of the page. Delivering the promised product or offer immediately to the visitor will cause them to exit the page without engaging with your site. This is bad for your SEO purpose. Landing pages that are not aligned according to the ad can lower your Quality Score in Google Adwords. Hence, ensure that everything is aligned in line as per promised by you in the ads.
Summing it up
Creating a landing page isn’t rocket science, but not every such page can help you get the conversions. So, if you are planning to a landing page for your site, don’t just start it without analyzing the behavior of the visitors. It can be a complicated and intimidating space if you aren’t prepared for it. Keep a backup plan for the initial failures and boost your landing page performance.