AVOID these Landing Page Mistakes

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marketing

Yes! Finally! You’ve built your landing page, you can relax, because it’s job done. Or is it?

Building a landing page isn’t easy, it isn’t just building, it’s testing and you ARE going to make mistakes, no one is perfect. It’s so easy to focus on what needs to be done right on a landing page that you can often forget what goes wrong and end up make mistakes, we thought we would save you some time by compiling a list of frequent mistakes that we see on landing pages that make us want to cry.


One of the biggest mistakes is Traffic Leakage! This is where your user leaves your page and goes onto another page, it can be something as small as you leaving your social media links at the top of your landing page. Then your user thinks “Oo, they are on Facebook, let’s have a look” and before you know it, they are looking at Sally’s post about how she just got engaged on their newsfeed and you have lost a sale.

Why did you leave that link there? Don’t do it. You’re creating distractions for your customers. Let’s go into further details.

Here are some mistakes you could be making on your page:

1) Slow Loading Speed

It’s possible to make a mistake before a user even lands on your page, it’s a mistake that we see over and over again – a slow loading landing page. Ouch, this one is a serious customer killer.

53% of mobile site visits are abandoned if pages take longer than 3 seconds to load. A 2-second delay in load time resulted in abandonment rates of up to 87%.

You can test your landing page speed through the use of website such as GT Metrix and Tools.Pingdom.

2) STOP trying to sell your product/service!

It may sound crazy to stop trying to sell, but we are serious. Use your copy to tell a story and utilise the AIDA principle. Get their attention with a catchy headline, interest them with how your product or service benefits them, make them desire your product with a photograph of it or short video and then finally, the most important… make sure they take ACTION with your call to action. Rather than going in with a cold hard sell, make them desire, want and feel like they need your product or service. As we’ve mentioned CTA’s, let’s move onto the next mistake.

3) Multiple CTA’s!

It’s easy to get carried away with your call to actions and try and get your visitor to complete 3 different things, but this is not the way a landing page should be. A landing page should have only ONE call to action. Don’t confuse your user by asking them to fill out an email capture form and then asking them to add something to their cart.

Here are a few quick tips for your CTA:

– Personalise your CTA button copy by using words such as “Get Mine Now”

– Add an emoji to your call to action button, it’s been proven to convert better!

4) Long Forms

It’s a common mistake to ask for too much information when designing a web form, but it’s important that you only ask for the information that you need, after 7 fields in a landing page form, conversion rates decline rapidly. So only request enough information from the user to qualify them as a valid lead or, without asking them their life story.

5) Not utilising Social Proof – such as Fake Testimonials

There is nothing worse than a robotic testimonial, that is obviously fake. Make sure you use testimonials with photographs of real people, with captivating comments about your business/product. Customers rely on social proof and it needs to readily available to the customer when they set a metaphorical foot on your page. Don’t risk another lost sale from them deciding to leave your page to do their own research.

Our tips for a top testimonial include – 5 coloured stars, a real photograph, a heartfelt quote.

6) Not building your page with intent in mind

It is so important to have a goal when you build your landing page! You need a solid goal to effectively convert users to sales or leads. Conversions are actions that users take on your landing page that you deem critical for your website. Some examples are – clicking on a button, signing up for a newsletter, making a purchase, filling out your lead capture form etc.

Conversions are often called goals, we prefer this name as this emphasizes that completing the action means that the customer has reached the goal that your landing page is build on.
You can categorise different conversions into two main categories: Macro and Micro.

What are Macro conversions/Macro goals?
They are the action that your user takes that represent the key goal of your website.
For example: On a lead generation website, the macro conversion is likely to be filling out a form.

What are Micro Conversions/Micro Goals?
They are the actions that a user takes that are either:

  • Critical on the path towards reaching a macro conversion
  • Or highly correlated with reaching a macro conversion, even if it not a necessary step in the macro conversion

Some examples of micro conversions are:

  • Adding a product to a cart
  • Watching a video
  • Adding a product to a wishlist
  • Executing a search

Landing pages focus on making a core macro conversion/goal happen. If your landing page isn’t build with intent, this is one of biggest mistakes you can make.

7) Not mapping out the user journey

To optimize user flow, you need to understand how users interact with your website. A great way to do this is by creating a customer journey map. Create an ideal buyer persona, including their goals and the problems they would like to solve. These goals are the main reason they visit your site.

You can use these “problems” to shape your page and to create the perfectly worded copy for your landing page.

And remember:

Are these small but detrimental mistakes causing your conversion rate to decline or stagnate? If they are then we can help your conversion rate skyrocket with our top quality landing pages.

Contact our team today for a call, we can make you a fault-proof landing page that converts!

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