Landing Page Teardown: Common Errors and How to Fix Them
In marketing, we see landing pages as an opportunity to lead our customers towards a favorable purchase decision. According to Marketing Sherpa, 68% of B2B businesses use landing pages to garner a new sales lead for future conversions. That’s how efficient businesses see landing pages as a means to gather more leads and drive conversion towards their goals.
However, there’s no solid template for a successful landing page. Different industries call for different types of landing pages. In this article, we will guide you on how to fix your landing pages as we scrutinize different examples and suggest solutions to each problem we encounter.
Landing Page #1 – Long Forms
This is Service Pros Plumbers’ ‘Request Plumbing Service’. What can we say; it is a long form! While this is aimed to get to know the lead better, it’s also exhausting and tiring.
Header Text as Call to Action
The header text could be bigger to attract the attention of reader towards the form. Also, their offers are combined in one form; this could be segmented into three forms. One form for requesting service, and the other two to avail for discounts. Those discounts can be displayed at other points in the site.
Form headers can be call to action phrases too! We suggest using phrases like Request Your Appointment Now! or Schedule Your Plumbing Service Now! Using active verbs in the phrase and creating a sense of urgency with the word NOW gives it a more personal touch.
Short vs Long Forms: The Debate
Meanwhile, to avoid making this a long form, Service Pros could use a multi-step form with a progress bar (see above). This allows them to divide the long form into logical parts and shorten it visually. According to a study by Formstack, form conversions were significantly higher on multi-page (13.85%) than on single-page (4.53%) online forms. Most industry experts will suggest shorter forms for better conversions. Where possible, limit your form fields to five fields maximum. Imagescape reduced their contact form from 11 to 4 fields, resulting in a 120% conversion increase.
However, there are exemptions to this study. Michael Aagaard conducted his own research on appropriate form length. He discovered that removing some fields in his form actually decreased its conversion rate. Why?
He discovered through his study that the purpose of the form should be considered when deciding if you’re going for a short form or a long form. Determine which form fields yield more interaction, and do away with those that doesn’t. Another element that affects form conversions is the field text. Rewording field texts and even adding trust signals can help increase conversions.
Using Multi-Step Forms
With the multi-step form, Service Pros can now display the Testimonials, Hours of Operation, and Services separately. The following are suggestions of how they could utilize each step:
Step 1: Ask for the service the user is looking for, plus basic contact details such as name, email, and contact number. Add a checkbox for newsletter subscription, a trust seal and privacy statement under the email form field, and a sidebar containing the service on the right.
Step 2: Ask for a specific call time for scheduling, to avoid conflict with scheduled times from other clients. On the right sidebar, they can display the hours of operation so the user can decide easily.
Step 3: Ask the user if they have any additional questions or notes. On the right sidebar, the testimonials should be displayed.
Landing Page #2 – Horizontal Forms
Landing pages with horizontal forms are also common. Some use this technique to create an illusion that the form is shorter, and as popularly believed by many, shorter forms result in increased conversions, as mentioned above.
Aireserv Heating and Air Conditioning has a clean ‘Request Appointment’ landing page. What we’re looking at is a form with horizontal fields. While this saved space has made the form look shorter than it should appear, what can be the effects of adopting a form with horizontal fields?
Multi-Column, Horizontal Layout
There have been a lot of studies in the past regarding the use of horizontal field forms. According to Baymard Institute’s Form Field Usability: Avoid Multi-Column Layouts, multi-column layouts are interpreted inconsistently. Just take a look at the multiple options below.
Interestingly, they also noted the only deviation that stood out in their study: the subjects had no problem interacting with fields horizontal to each other if it involves filling up details for addresses.
Take away from the Teardown
Creating a landing page doesn’t need to end with a superb design packed with features. Focus on what you need your users to do. Make it a priority that they clearly understand the purpose of collecting their information. There are several trust signals that users are familiar with; use those appropriately to your advantage. After applying changes to your landing pages, conduct tests and research continuously on what you can improve.