Thread by @AndyBlackJnr

THE BIGGEST LANDING PAGE MISTAKE

[A thread] 👇

This mistake is almost universal.

It causes people to do all sorts of stupid things with their landing pages and we see it made over, and over, and over again.

Let's save you from this mistake & give you an advantage over your competitors.

I've had businesses show me their "testing wall" displaying all the landing pages they've used

... the dates the tests ran

... the % conversion rates for each landing page

... the winning landing page picked to go through to the next test.

They proudly show me how the winner from the previous split-test is used in the next split-test.

How they've scientifically increased their landing page conversion rate from 1.1% to 2.5% over the course of 5 months.

I just look at them and open my mouth... nothing comes out, then I shut it again with a sigh.

So what's the single biggest landing page mistake?

Are you still reading?

(This is going to mess with your eyebrows.)

The single biggest mistake people make with landing pages is:

THINKING THAT LANDING PAGES CONVERT!

WTF?!?

Is that it?!

Yep, you heard me... Your landing page does NOT have a conversion rate.

Why?

Because it's NOT the landing page that converts. It just sits there, doing jack sh*t!

LANDING PAGES DON'T CONVERT. PEOPLE CONVERT!

You show me your Emergency Dublin Plumber landing page.

You proudly declare "This landing page converts at 30% Andy!"

I give you a (mental) slap and tell you that what you really mean is:

"People who visit this page convert into enquiries-for-an-emergency-plumber-in-Dublin ... at 30%."

I explain that if I sent people searching for a Caribbean Cruise to your landing page, then you've NO chance of getting 30% of them to enquire about your emergency plumber service.

More like 0%.

Sh*t.

Does that mean our landing page has suddenly stopped converting?

There's something up with our landing page guys!

Maybe we'd better roll back to the previous landing page?

Panic! Panic!

Err, no.

We've just got people visiting now with a different "search intent".

So why is this little insight important?

Well...

Because your VISITOR converts, it's super important to know WHY your visitor arrived at your landing page.

- Did they click on an ad?

- Did they click on a link at the bottom of your email?

- What were they doing before they saw the ad?

- What headline was in the email that enticed them to open it?

- What did you promise them in the ad?

- What did you promise them in the email?

- Were they on Google doing a search for fun ("caribbeen cruises")?

- Were they on Google doing a search NOT for fun ("divorce lawyers edinburgh")?

- Did you target homeowners who like cats who were on Facebook?

- What expectation do they have when they visit your landing page?

- Will their experience match that expectation?

The next time you hear someone say their landing page doesn’t convert, just tell them:

LANDING PAGES DON'T CONVERT. PEOPLE CONVERT!

... from browsers into researchers

... from researchers into shoppers

... from shoppers into visitors

… from visitors into enquirers

... from enquirers into buyers

... from buyers into buyers with a custom of buying (aka customers)

... from customers into referrers

The next time someone asks you to review their landing page, tell them

YOU CAN'T JUDGE A LANDING PAGE IN ISOLATION.

Ask:

- WHO will visit the page?

- WHY will they visit the page?

- WHAT will they expect on the page?

- HOW will they get to the page?

- etc.

Thanks for reading!

Please share if it will help someone.

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