Hey customer, give me your information and get nothing in return. It’s great for me, and you get nothing in return! – This would be the most honest sentence that a marketer and a business owner should give you if they do nothing about getting leads but still want them.
The marketing game has changed significantly in the last 10-15 years. In the last five or so, it’s dramatically different than before. The reason for this is that customers and ecommerce sites have changed the way they do business in general.
Ecommerce is around for decades now, but it has gained popularity only in the last 5-10 years. The way business is done changed the marketing game too. Everyone who offers something must adapt and make sure they’re doing a proper job in getting and keeping clients.
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For this, marketers need to pay attention to many different issues that might get lots of conversions or just increase the bounce traffic on your web page. Depending on how good the job is done, you may turn you into a millionaire, or struggle to pay for the server you’re doing business through.
In this article, I’m talking about the 8 most important issues every marketer needs to know if they want to turn their landing page into a money-making machine. If you want to know more about the landing page mistakes that are usually made, take a look at the list following and try to avoid these problems.
Working With a Slow Page
The number one problem on the internet, and not just in the marketing world, is having a slow page. Having a slow page is the biggest turnoff for visitors. Based on all stats on the internet, people will simply quit waiting for it to load after just a few seconds meaning the seller is losing tons of customers due to slow loading.
According to Backlinko, the average time of page loading is 10.3 seconds. Visitors, on the other hand, expect the page to be fully loaded in no more than 3 seconds. It seems like the opposite realities are much different, but the facts say it’s merely impossible for these two to meet in the middle.
At the same time, mobile loading is even slower. The average time for the same page to be loaded on mobile takes 27.3 seconds. Visitors are still expecting the same time for page loading, so it’s obvious that retailers and customers have a different way of understanding this issue.
What is most important here is to provide the fastest page possible. You don’t need to aim for 3 seconds, but to get their information, you first need to keep them on the page. Hire some excellent developers and programmers and make sure they create a web store that will provide the most important information first and keep the rest of the loading in the background where the clients don’t see what’s happening.
Missing on the AI Technology
What year is it? Is it 1995 or the 2020s? If you’re a retailer who sells products online, you need to act like it! There wasn’t ecommerce back in 1995.
Today, technology offers tons of ideas and possibilities for business persons. If you’re one of them, make sure you use them. When it comes to leads, one of the best ways to get them on your landing page is offering a chatbot service.
Chatbot and artificial intelligence statistics show some impressive information when it comes to using AI-driven chatbots and getting leads. The stats show that over 85% of the customer service is made by chatbots. What is even more important is that companies see a profit of around $8 billion by installing chatbots instead of using traditional customer service.
Now, there are different kinds of chatbots, and that’s something you must know. The chatbot software grew over the years, and now the AI technology makes chatbots act like real humans getting tons of information for the business. At the same time, they resolve customers’ problems in a matter of seconds without interfering with other parts of the company and asking for real-live human help.
If we focus more on getting leads, it’s essential to know that chatbots can be programmed in different ways. Proper programming can mean getting tons of information from clients that can be later used for creating a precise marketing campaign.
That’s why having AI-driven chatbots are always a better idea than the old-fashioned standard bots offering only basic interaction. The customer retention statistics show that one of the most important issues that make clients go to the competition is having a bad experience with the customer service of their first choice company.
For example, buying a product on your web store means making a profit, right? In some cases, the clients will need additional information from the service provider. Human operated customer service is not always the best idea. People are working with emotions, and no matter how good training they received, they can’t be perfect 100% of the time.
Chatbots don’t have this problem. They are robots thriving for the best possible interaction driven by their AI software. The rule “Client is always right” is taken seriously by the robots. So serious actually, that there’s no option for them. Standard human employees often misjudge their behavior and drive customers away even though they know exactly what must be done and what is out of the line.
Asking for too Much Information
Another thing visitors on your landing page hate is to be asked a ton of questions before they get on with their business. They are coming for a particular need, not to waste time answering your questions. Did you ever get on a page where you can’t close all the pop-up windows offering products and asking you to do something? You close one, two, and then you just close the entire page because you forgot why you got there in the first place.
What is the best option, in this case, is managing to get the client’s info in a more subtle way. You can’t just pop a window asking for visitor’s credentials if they want to continue reading. I mean, you can, but you’ll get almost no benefit from this strategy – if we can even call it a strategy.
A better idea is to provide a Facebook integration or to get some other kind of basic info at the beginning. That would be enough. Then, you can try using different options that will spread the game and try to collect a little more info.
Understand that people coming to your page are already interested. You don’t have to bombard them with questions and activities. This will only drive them away. Take things slowly. Use the fact that they are about to buy if all things work out for them.
Not Optimizing your Page by Offering More Options
Research shows that visitors who are interested in a specific product will click more than one link on your page. However, this is the average for all websites on the internet. The numbers are different for retail stores and landing pages, in general.
According to Neil Patel, the bounce rate of retail sites is up to 40%. The landing pages whose option is only “add to card” offer is up to 90%. That means almost everyone goes away on landing pages. That’s why offering something else is a smart thing to do.
Try and entertain your visitors with more different options. Don’t leave the site with just the “add to cart” option. Place a few other links there and make them visible for the visitors. If their main priority and idea where to buy the product and go to the cart, they wouldn’t be distracted by these links. On the other hand, if the landing page is not what visitors expected, they don’t necessarily need to leave. Offering them something else will keep them on the page, lower the bounce rate, and open another opportunity to convert.
Forgetting the Cookies in the Cookie Jar
Cookies are not used by the pages with recipes, and everyone knows that. Well, at least most internet users. The cookies are a piece of data sent by webpages to the visitor’s computer. Their main use is to ease the repetitive visit to a page and offer a better surfing experience.
Then, ecommerce sites and marketers found out that they can have much greater use. Now, tracking and third-party cookies are used for gathering information about users for marketing purposes.
Since the cookies are arguably invading the privacy of visitors, the US and European law are asking pages that use these kinds of cookies to inform everyone using their services that cookies are present. Pages need consent from their users to install the data.
Research shows some interesting facts about cookies and informing users about them. According to QuBit, around 40% of people will refuse accepting when they are asked to opt. What is more interesting is that 99.9% accept when the site is simply informing them that cookies are used. Talk about human psychology, huh?
What I’m trying to say here is that cookies are extremely useful and beneficial for your site. Using them to generate leads is a perfect idea. Actually, it would be nonsense to miss out on this opportunity. Still, have in mind what we talked about human psychology. Use them smartly and make sure you get the best of them.
Missing out on the Social Media Funnels
A funnel, by definition, is a marketing strategy in which a lot of internet users are being funneled through a series of events for the final and ultimate goal – making a sale. There are mainly two different funnels – purchase and conversion. They are similar to each other and have the same goal – making a sale.
Around 3.5 billion people are active on the internet. Most of them use some kind of social network for staying in contact with friends, family, and for following the news from around the world. It is a fact that more than 1.5 billion people use Facebook actively, and there are over 2.5 billion users in total. YouTube has 2 billion. Instagram has more than a billion. All this speaks about the importance of social media in every segment of our lives.
Companies who want to generate leads must take this fact seriously. A funnel that starts on social networks is a great way to do it. Why? Because using a few simple software options will get you not just lots of visitors, but will generate lead because people leave a lot of information on social networks.
Using the proper software will get you all the information you need. All you have to do is focus on the important features and make sure the visitors coming to your page will take the social networks’ info with them.
To conclude this, everyone should use funnel marketing strategies and make sure the official social network pages are connected and opted for maximum benefit. To do this, you’ll need to implement software that is perfect for this.
Thinking Email Strategies are Outdated
It’s pretty unknown why marketers started ignoring the benefits of email marketing. It’s clear that newsletters and other email marketing strategies produce a lot of conversions. It seems like the new options and opportunities that the internet opened up made marketers forget about the essentials.
Whatever the reason is, if you’re a marketer, you shouldn’t forget to connect your landing pages with your email offers. Research made by GetResponse claims that the landing page conversion is up to 11%. Some industries see better performance and others, not so much. However, there’s no reason to forget about this option completely.
Generating leads on your landing page through email might not be the best option you have, but there’s no reason why anyone should ignore it. Not everyone prefers converting through social media or Google ads. There are those who still like checking out email offers and will gladly be interested in your products through this medium.
Having Giveaways Once in a Lifetime
Generating leads through regular giveaways will drain your budget. In the end, you’ll see losing more than you’ll actually profit. However, once in a while it’s good to run a giveaway or contest.
To do this the best way, you’ll need to come up with a perfect plan. What professionals do in this situation is offer a giveaway prize that won’t be too expensive but will be significant enough for the person interested in it.
When performing a giveaway on your landing page, you need to understand that it is not done to make customers happy. There are other times for doing this, and it should be done with additional methods that will get you the most benefits.
No, this time you’re trying to generate leads. When you get the visitors to your landing page, they are probably interested in a particular product of yours. However, they might make a purchase or decide not to do it. Your job is to get their information so you can contact them later, right?
To do this, you need to make them fill up a form. There are countless ways to make this, and also so many software options. It’s important not to take advantage of the situation and ask for their three closest friends’ phone numbers. You’ll make them disappointed. They’ll leave and never come back again.
Instead, you can use a dedicated contest platform such as Woorise. Through them, you can ask more than just their social media profile. Ask about their email, phone number, etc. Still, as we said, don’t push too hard because no prize will be enough to keep their attention and goodwill to provide data.
All these 8 options have different ways of getting leads. Leads are essential for the ultimate goal of every business – making a sale. Every ecommerce sale happens through a page where the add to cart or continue to checkout button is placed.
The landing page is the fastest way to get one person from one place on the internet to the place where they’ll buy a product. Of course, no one spends time online waiting for a landing page opportunity where they’ll buy something they don’t need.
Getting the purchase takes time, planning, and patience. A person might not need your new shoes at the moment, but there will be a time when they do. It’s vital for your brand to be the first one that will be there when this happens. That’s why generating leads is as important as getting purchases on your landing page.
If you avoid making these 8 mistakes, you can be sure that you’ll generate more leads, make more conversions, and ultimately make more profits. You don’t have to pay attention to one strategy only. Make the best from all these mentioned, and you’ll see how those sales graphs go up in no time.