• The Entrepreneur Forum | Startups | Entrepreneurship | Starting a Business | Motivation | Success
  1. Join 40,000+ entrepreneurs
    who are kicking butt and
    winning their dream life.

    Unscripted™ Entrepreneurship:
    A Business That Pays More Than Money, It Pays Time.

    "Fastlane" is an entrepreneur discussion forum based on The Unscripted Entrepreneurial Framework (TUNEF) outlined in the two best-selling books by MJ DeMarco (The Millionaire Fastlane and UNSCRIPTED™). From multimillionaires to digital nomads, the forum features real entrepreneurs creating real businesses.

    Download (Unscripted) Download (Millionaire Fastlane)  Register
    Registering for the forum removes this block!

The biggest landing page mistake

Discussion in 'Advertising, Marketing, Social Media' started by Andy Black, Jun 10, 2016.

  1. Andy Black
    Offline

    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

    Messages:
    6,891
    Likes Received:
    29,006
    Joined:
    May 20, 2014
    Gender:
    Male
    Location:
    Ireland
    Rep Bank:
    $162,163
    What's the single biggest landing page mistake?


    This mistake is almost universal.

    This mistake causes people to do all sorts of stupid things with their landing pages.

    I see this mistake made over, and over, and over again.

    I'm going to try and save you from making this mistake, whilst giving you a massive 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

    ... and 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.

    If you even utter the phrase "landing page conversion rate", then I know you don't "get" it.

    Why?

    Because it's NOT the landing page that converts.

    It just sits there, doing jack sh*t!


    .

    .

    .


    Your landing pages don't convert, your visitors 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" (or just a plain old different "intent" if they didn't do a search - I know, I know... there are apparently other sources of visitors than paid search, and I hear they can work too).





    So why is this little insight important?


    Well...

    Because your visitors convert, 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?



    One of the (many) reasons why I like paid search is that I can see my ads in situ, against all the competing ads.

    I can then click on everyone's ads and see how they match their visitor expectation with their visitor experience (saying a silent apology each time for forcing each advertiser to cough up cash to Google when I've no intention of purchasing).

    I can then get ideas from landing pages that are getting paid visitors and (you'd hope!) are converting those visitors into leads or sales.

    I can then create a swipe file to study and/or show my client.





    Here's an example:
    (Originally posted on the inside here):



    Search Term - Ad - Landing Page Review for "gadget insurance" (UK)

    Below is a review of a competitive online search term.

    I do this type of analysis for clients, and for myself when I'm reviewing the competitive landscape.

    Many of the landing pages are bleeding awful, and these guys should know better.


    Andy




    [​IMG]

    [​IMG]

    [​IMG]

    [​IMG]

    [​IMG]

    [​IMG]

    [​IMG]

    [​IMG]

    [​IMG]

    [​IMG]

    [​IMG]

    [​IMG]

    [​IMG]

    [​IMG]

    [​IMG]

    [​IMG]
     
    Last edited by a moderator: May 6, 2018
    JFCopy, NovaAria, ADR and 60 others like this.
  2. Andy Black
    Offline

    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

    Messages:
    6,891
    Likes Received:
    29,006
    Joined:
    May 20, 2014
    Gender:
    Male
    Location:
    Ireland
    Rep Bank:
    $162,163
    "Our Landing Pages Don't Convert!"


    The next time you hear this complaint from someone, just ask them:



    Do you think people aren't buying...

    ... because your landing page "doesn't convert"?

    ... because your offer isn't good enough?

    ... or because people aren't hungry enough for what you're selling?


    Landing pages don't convert!


    PEOPLE CONVERT



    ... from browsers into researchers

    ... from researchers into shoppers

    ... from shoppers into leads

    ... from leads into buyers

    ... from buyers into repeat buyers (aka customers)

    ... from customers into referrers



    Sales happen when the right people hit the right offer at the right time.

    Guaranteed it is less an offer issue, or a copy issue, or a landing page issue.

    I bet it's a targeting issue.

    The crowd isn't starving.
     
    ADR, Elbert Dockery, anurag and 21 others like this.
  3. Andy Black
    Offline

    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

    Messages:
    6,891
    Likes Received:
    29,006
    Joined:
    May 20, 2014
    Gender:
    Male
    Location:
    Ireland
    Rep Bank:
    $162,163
    Stop "Building" Stuff
    (Originally posted here.)


    Are you building a landing page?



    I worked for a company that was building a content creation platform.

    I worked for a startup that was building a new social network.

    I worked for another company that was building a call centre.

    I've had many many clients that were building websites.

    And a few that were building email lists.

    Sigh...



    I created a deck for a client a few years ago, where I tried (unsuccessfully!) to stop them "building" stuff and focus on helping people instead.

    I've added it in it's entirety here to sneakily throw in some marketing education. ;)
    (It follows on from the short video in this post.)

    The most important point is the last slide.


    [​IMG]

    [​IMG]

    [​IMG]

    [​IMG]

    [​IMG]

    [​IMG]

    [​IMG]
     
    Last edited by a moderator: May 6, 2018
    JFCopy, ADR, WealthChaser and 24 others like this.
  4. Andy Black
    Offline

    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

    Messages:
    6,891
    Likes Received:
    29,006
    Joined:
    May 20, 2014
    Gender:
    Male
    Location:
    Ireland
    Rep Bank:
    $162,163
    WHY you're screwing up

    You're thinking about yourself.

    You're thinking about what YOU want.

    I get it.

    WiiFM is the most popular radio station in the world.

    We're all tuned to it.

    WiiFM - "What's in it For Me?"

    You're interested in what YOU want, which is to get a signup, get someone to fill in a form, get a quote, make a sale, whatever...


    Except your visitor is just like you.

    They're tuned to WiiFM as well.

    They visit your site (aka "hit your landing page"), and they don't want to signup.

    They don't want to fill in a form.

    They don't want to get a quote, make a sale, or whatever YOU want them to do.



    They have a problem they want to solve.

    Can you solve it for them?

    It's as simple as that.


    Seriously... I've been talking about this a lot.

    I mentioned it in this post about my learnings from 700+ PMs with fellow forum members.

    I mention it in various videos in that post.

    Damn it, but I even did a recent hour long radio interview and talked at length about it. (I humbly suggest you listen to it here.)
     
    Last edited: Jun 10, 2016
    Brindas Andrei, ADR, mgrowan and 17 others like this.
  5. JokerCrazyBeatz
    Offline

    JokerCrazyBeatz Silver Contributor Read Millionaire Fastlane I've Read UNSCRIPTED Speedway Pass

    Messages:
    541
    Likes Received:
    623
    Joined:
    Jun 1, 2016
    Gender:
    Male
    Rep Bank:
    $3,324
    This is important , because I always told myself NO MATTER HOW BAD MY PRODUCT IS , IF I GET ENOUGH PEOPLE TO SEE IT SOMEONE WILL BUY! I always held that close in my mind but was never sure if that was the correct way of thinking but in my mind it just made sense. Now I understand that it's more factors then just exposure that wil get you conversions but the main thing is always exposure . Thank you for solidifying this for me . @Andy Black and @IceCreamKid give the best help and tips
     
  6. The-J
    Offline

    The-J Legendary Contributor Read Millionaire Fastlane I've Read UNSCRIPTED Speedway Pass LEGENDARY CONTRIBUTOR Summit Attendee

    Messages:
    3,422
    Likes Received:
    7,394
    Joined:
    Aug 28, 2011
    Gender:
    Male
    Location:
    Ontario
    Rep Bank:
    $12,791
    Absolute great post.

    I see this a lot with mobile LPs. I'd say the worst crimes of internet marketing are committed on mobile.

    Search traffic is gold because people are literally asking a magic robot named Google to give them what they want. Mobile search accounts for a giant percentage of all total search volume, and yet mobile landing pages tend to commit the very crimes you've shown.

    No clear CTA. Nothing useful above the fold. Landing pages that don't match what the ad is promising.

    Businesses ignore mobile traffic at their own peril.
     
  7. Andy Black
    Offline

    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

    Messages:
    6,891
    Likes Received:
    29,006
    Joined:
    May 20, 2014
    Gender:
    Male
    Location:
    Ireland
    Rep Bank:
    $162,163
    WHY do people stress so much about the landing page?

    Why indeed?

    Hmmm... "WHY?" is a good question.

    It's always the best question.



    Ever hear a 5 year old asking questions of daddy?

    Why?

    Why?

    Why?

    Unfortunately, we learn to stop asking WHY?



    WHY do you want to get someone to your website?


    Is it because you want something from them?

    Or is it because you want to do something for them?



    The best questions always start with WHY.

    People who are stressed about their landing pages are focused on the HOW.

    A landing page is just a way HOW you can show someone that you can help them.


    I started a thread about this biggest overall mistake here.

    I've still to add to that thread, but go on, why not subscribe to it so you don't miss out on the biggest mistake.
     
  8. Andy Black
    Offline

    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

    Messages:
    6,891
    Likes Received:
    29,006
    Joined:
    May 20, 2014
    Gender:
    Male
    Location:
    Ireland
    Rep Bank:
    $162,163
    A sure sign you still don't get it


    You talk about "traffic".

    ... I need to generate more traffic.

    ... where can I get cheaper traffic?

    ... where can I get traffic that converts?


    You talk about "clicks".

    ... how many clicks did I buy yesterday?

    ... how many clicks did I send through each ad in the split-test?

    ... how many clicks do I need before I know this business is a dud?




    Seriously?

    WTF is "traffic"?

    WTF are "clicks"?



    Traffic?

    Is that what's hitting your website?

    Are you "buying traffic"?



    Clicks?

    Where do I buy them?

    Can I buy them in packs of 100, or is the smallest order size 1000?

    What's their expiry date?

    Where can I store them?




    Guys...

    Traffic and clicks are VISITORS.

    They're PEOPLE, just like you and me.

    People with hopes and dreams.

    People with fears and worries.



    They sat down and did a search on Google a few seconds ago.

    Or they were thumbing through Facebook amusing themselves with funny videos, or catching up on friends and family.



    Get it?




    You know something else that bugs me?

    "Users", "subscribers", and "signups".

    How many users signed up yesterday?

    How many subscribers do we have at the moment?


    Errr... those people didn't come to your site to USE your site.

    That's a bit presumptuous isn't it?

    They came to your site to solve THEIR problem.

    They signed up to your newsletter to solve THEIR problem.



    For the love of God... please stop calling them users/signups/subscribers.

    They're PEOPLE. Not users.



    At the very least, if you've built a directory for plumbers, then call them plumbers.

    Or if you've built a blog for cyclists, then call them cyclists.

    But even then, remember they're only a plumber on your site.

    They're a van owner, dog owner, dad, son, husband, holiday maker, or gambler to other people.

    And a person like you and me at the end of the day...
     
    RMDS, ChrisV, Argue and 12 others like this.
  9. DaRK9
    Offline

    DaRK9 Gold Contributor Read Millionaire Fastlane Speedway Pass

    Messages:
    685
    Likes Received:
    1,379
    Joined:
    May 23, 2014
    Gender:
    Male
    Rep Bank:
    $7,041
    So what do I need to do to get my landing page to convert?



    :woot:


    But seriously, I'm fixing someone's PPC campaign and they were worried about their landing page and A/B testing when their targeting was completely effed up. Local business bidding on national search terms wondering why their 5k/mo budget wasn't making them returns.

    I bring targeting issues up and the person (PPC manager of a local marketing company) who was running the campaign asks "A/B testing would resolve this and we can find out more data." and "Google's location technique isn't always accurate so we always spend more on non-local keywords."

    Just like SEO, there are some terrible PPC management companies out there.

    Andy is dead on (as usual) on starting with WHY.

    [​IMG]
     
  10. Andy Black
    Offline

    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

    Messages:
    6,891
    Likes Received:
    29,006
    Joined:
    May 20, 2014
    Gender:
    Male
    Location:
    Ireland
    Rep Bank:
    $162,163


    Hahaha. Such a familiar story.


    Our costs are too high!

    Our landing page isn't converting!

    We need some heat-map software to work out what people are doing on our site.

    We need to look at Google Analytics.

    Know any good landing page designers?

    We need someone who specialises in landing page optimisation.

    Isn't there some software that can do that automatically for us?




    OMG ... :facepalm:
     
    Nicoknowsbest, 100k, jon.a and 4 others like this.
  11. Andy Black
    Offline

    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

    Messages:
    6,891
    Likes Received:
    29,006
    Joined:
    May 20, 2014
    Gender:
    Male
    Location:
    Ireland
    Rep Bank:
    $162,163
    Do yourself a favour

    If you're doing anything with a website, or think you might do something with a website at some point...

    ... may I humbly ask you to please listen to this radio interview.
     
    RMDS and WealthChaser like this.
  12. Andy Black
    Offline

    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

    Messages:
    6,891
    Likes Received:
    29,006
    Joined:
    May 20, 2014
    Gender:
    Male
    Location:
    Ireland
    Rep Bank:
    $162,163
    Further reading (Technical stuff, aka "how-to" stuff)


    The holy trinity of paid search


    If you really want to get your head round this stuff, maybe spend half a day (or more?) reading the threads linked to in this post.
     
    TheDillon__, 100k and FastNAwesome like this.
  13. Andy Black
    Offline

    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

    Messages:
    6,891
    Likes Received:
    29,006
    Joined:
    May 20, 2014
    Gender:
    Male
    Location:
    Ireland
    Rep Bank:
    $162,163
  14. Andy Black
    Offline

    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

    Messages:
    6,891
    Likes Received:
    29,006
    Joined:
    May 20, 2014
    Gender:
    Male
    Location:
    Ireland
    Rep Bank:
    $162,163
    100% !!

    Most mobile landing pages suck soooo bad.

    And therein lies our opportunity. :)
     
    InitialX, The-J and FastNAwesome like this.
  15. FastNAwesome
    Offline

    FastNAwesome Gold Contributor Read Millionaire Fastlane Speedway Pass

    Messages:
    942
    Likes Received:
    1,001
    Joined:
    May 23, 2011
    Rep Bank:
    $1,140
    @Andy Black Thank you for selflessly sharing knowledge. This could have easily been a paid course, or even an expensive seminar for PPC managers to step up their game.
     
  16. Sanj Modha
    Offline

    Sanj Modha Gold Contributor Speedway Pass

    Messages:
    591
    Likes Received:
    1,791
    Joined:
    Feb 16, 2016
    Gender:
    Male
    Rep Bank:
    $13,069
    I posted a Shopify thread and some people asked me what ad copy I use on the product pages. Here's the big myth - you don't need ad copy on the product/sales page.

    The visitor is interested otherwise they wouldn't click on your banner ad/blogpost/forum signature etc. You need to provide a list of reasons why they should buy from you. That's called building trust.

    So my point is...build trust pages not landing pages.
     
  17. Andy Black
    Offline

    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

    Messages:
    6,891
    Likes Received:
    29,006
    Joined:
    May 20, 2014
    Gender:
    Male
    Location:
    Ireland
    Rep Bank:
    $162,163
    Bump.

    There's been a few posts recently of people asking others to review their website/landing pages - without explaining who will be visiting those pages, why, and how they got there...
     
    DaRK9 and The-J like this.
  18. devine
    Offline

    devine Bronze Contributor

    Messages:
    761
    Likes Received:
    116
    Joined:
    Apr 16, 2015
    Gender:
    Male
    Location:
    Russia
    Rep Bank:
    $615
    All your threads give me one single impression:
    Holy. f*cking. sh*t.

    The amount of insights you give me even with stuff I already know is huge.
     
    InitialX, welshmin and Andy Black like this.
  19. Andy Black
    Offline

    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

    Messages:
    6,891
    Likes Received:
    29,006
    Joined:
    May 20, 2014
    Gender:
    Male
    Location:
    Ireland
    Rep Bank:
    $162,163
    Thanks for that. Made me lol and brightened up my (already bright) morning. :)

    Glad it helps.
     
    RogueInnovation likes this.
  20. emanresu
    Offline

    emanresu New Contributor Read Millionaire Fastlane I've Read UNSCRIPTED

    Messages:
    7
    Likes Received:
    9
    Joined:
    Oct 9, 2015
    Gender:
    Male
    Rep Bank:
    $6
    Hi Andy,

    Your posts are a piece of art! Thank you!
     
    Andy Black likes this.
  21. Green Destiny
    Offline

    Green Destiny Bronze Contributor Speedway Pass

    Messages:
    82
    Likes Received:
    180
    Joined:
    Jul 19, 2016
    Gender:
    Male
    Rep Bank:
    $1,102
    Epic!
     
    Andy Black likes this.
  22. Andy Black
    Offline

    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

    Messages:
    6,891
    Likes Received:
    29,006
    Joined:
    May 20, 2014
    Gender:
    Male
    Location:
    Ireland
    Rep Bank:
    $162,163
    Bump.

    I see a lot of threads by people asking others to review their website. I get a few PMs along those lines too.


    Landing pages don't convert, people do.


    Create a simple landing page. Don't get precious about it. If you can't get anyone to it then all that work is wasted.

    Then try and get visitors to the page (please don't call them clicks, or talk about traffic).

    If you can get visitors who are interested in your offer to the page, consistently, then great. Now is the time to work out how to convert those visitors into enquiries, signups, or sales.



    Stop judging your website or landing page in isolation.

    Get out of the echo chamber of your own head.

    Move faster. Ship something today.




    You don't learn until you launch.
    (Dan Norris)


    Read these:




    If you haven't done so already, then I suggest you listen to these:
     
    Last edited: Oct 7, 2016
  23. Sanj Modha
    Offline

    Sanj Modha Gold Contributor Speedway Pass

    Messages:
    591
    Likes Received:
    1,791
    Joined:
    Feb 16, 2016
    Gender:
    Male
    Rep Bank:
    $13,069
    I agree with everything said. Launch first then adjust along the way.

    I am totally convince that this is the only way to learn.

    Ready. Fire. Aim.
     
  24. Nicoknowsbest
    Offline

    Nicoknowsbest "Next time, there will be no next time" - Eminem Read Millionaire Fastlane Speedway Pass

    Messages:
    398
    Likes Received:
    1,446
    Joined:
    Mar 31, 2014
    Gender:
    Male
    Location:
    Austria
    Rep Bank:
    $13,103
    The sad reality:

    I worked in an advertising agency for nearly two years and was involved in building various landing pages.

    Some of them were built for world famous brands.

    These corporations usually pay astronomical sums to so-called experts in order to build their landing pages.

    The motivation within such an agency is usually like follows:
    • The big client wants to have the newest gimmick and cool features on his landing page. He wants to appear innovative.
    • The boss of the agency wants to make the big client happy, no matter what. I mean, the money has to be rolling in, right?
    • The creative director wants to use the publicity for winning awards with the design. Winning an award is a big brush for one's ego. And CV.
    • The graphic designer wants to maximize his creative input without harming the corporate identity guidelines. He has to prove that he is a rising star.
    • The copywriter prefers working on the new print ad campaign. Chances for awards are higher in this area.
    Everybody cares about their own, selfish goals.

    I mean, which landing pages get awards for simply making people call/order/sign up/download etc.?

    That's not sophisticated enough.

    We need big clients. We need creativity. We need awards. We...

    WE, WE, WE, WE...

    Recognize the pattern?

    The sad truth?

    Nobody cares about the actual purpose of the landing page.

    Nobody cares about the people visiting it.

    I saw it with my own eyes.

    People getting paid a ton of money, calling themselves experts, and LITERALLY making every single mistake mentioned in this thread.

    But hey, it has to look creative, right?

    After quitting and changing my perspective I now build trust pages (thanks @Sanj Modha, great input).
     
    Scot, The-J, smarty and 3 others like this.
  25. Sanj Modha
    Offline

    Sanj Modha Gold Contributor Speedway Pass

    Messages:
    591
    Likes Received:
    1,791
    Joined:
    Feb 16, 2016
    Gender:
    Male
    Rep Bank:
    $13,069
    Keep an eye on your biggest competitors. If Amazon changes the 'buy it now' from green to black - you need to ask yourself why?

    Challenge everything. Be inquisitive.
     

Share This Page