What landing page mistakes are likely to be made by marketers around the world? To begin with, its common for marketers and website owners to think that the term ‘landing page’ is synonymous to ‘website’. However, this is not true. Landing pages are stand-alone web pages within your website or domain that visitors reach after clicking on your call to action (CTA).
Since they are meant to convert visitors into leads, landing pages contain a form where visitors are asked to provide their contact information to receive your marketing offer. Needless to say, it’s essential to optimize your landing pages to encourage visitors to fill out your form and ultimately get better results in your lead generation efforts.
Unfortunately, some landing pages are set up so poorly that website visitors end up leaving without signing up for your offer. Check if you’re guilty of these common mistakes, so you could nip them in the bud right away. Here are 5 common landing page mistakes that marketers and website owners usually make;
- Slow Loading
Customers hate waiting, regardless of the circumstances that inevitably happen sometimes. When it comes to digital interactions, it’s an unforgivable crime if you make your visitors wait for your landing page to load.
Remember, all it takes to make a good or a bad first impression through your site’s landing page is 5 seconds. Beyond this, your prospects will already start looking for other companies or business startups that know how to test their landing page loading speed, clean up their codes, or hire the best web hosting service provider.
You can test your pages’ loading speeds using Page Speed Insights from Google. Feel free to read the article in the provided link for more.
- Overloaded Information and Web Form
Your landing page should contain only the most important message that you want to convey to your prospects. What audiences want to see is the unique value proposition behind an offer and how it can benefit them as buyers.
If you put a block of text detailing every single feature of your offer on your landing page, you might have a hard time getting your potential leads to proceed to the next step, which is filling out your landing page form.
At this point, it would be wise not to waste any more of your potential customers’ time. Ask only for their basic personal information, such as their name and email address. Imagine if you were offering an email copy of your how-to guide and you asked for a visitor’s phone number on your opt-in form. Buyers may not see the logic behind that and it may not speak well of your company.
- Cluttered Design
You might be making the mistake of using your landing page to push as many products or services to your visitors. Thus, you end up cluttering your landing page with multiple offers. This is another of the common landing page mistakes that occur out there.
Ideally, you’re supposed to zero in on a single offer with a single call-to-action (CTA). This way, your prospects don’t have to see a lot of text or images, and they’ll immediately know what they’re supposed to do next to finally receive your content or promotional offer.
The design itself of your landing page has to be simple, clean, and precise. There should be no distractions whatsoever. All elements on the page should complement the clarity that you’re aiming for.
If you have to use images or videos for marketing your product or service, make sure that you choose the right format for your goal and that they help you “show” rather than “tell” stories about your brand. Here are 7 landing page design tips to help you create the perfect lead capture page for your business.
- Device Incompatibility
Consumers and B2B buyers alike have, over the past few years, shifted from web to mobile phone browsing. In fact, statistics say mobile users have already reached 2.7 billion compared to approximately 1.7 billion web users. In spite of the shift towards mobile, your landing pages still need to cater to both types of users. Trying to carter for only one audience would be a mistake, as far as landing pages are concerned.
On the one hand, you could build landing pages specifically for buyers who use desktop computers to shop for products or services. They might be the type of people who need as much information as they could get before acting on an offer, so they search via web browsers.
On the other hand, you could target buyers on the go with a mobile-optimized landing page. Get rid of popups. Use a single column layout that offers a full-width view of your landing page. Compress your visuals, so they match the size and performance capability of mobile devices. Last but not the least, try to design your lead capture forms with as minimal typing as possible.
- Weak CTAs
Another common landing page mistake occurs with regard to CTAs. CTAs are the star of your landing page. Thus, you should craft them in ways that grab your prospects’ attention and compell them to act on your offer. Here are some dos and don’ts to remember as you include CTAs on your landing pages:
- Let it stand out (visually) on the page. Your CTA button has to be big enough, with good color contrast against the colors on your website or landing page.
- Don’t just use action words in your CTA copy. Instead, use good copy to name the benefit that goes with the action that you want your prospects to take. Say “Give Me My Ebook” instead of asking your potential leads to “Submit form now.”
- Know where to put your CTA. Go above the fold if your landing page is relatively short and simple to digest, but opt for below-the-fold placement if you need to fully explain the offer to visitors of your site.
Landing pages have to be responsive and adaptive in all aspects – design, user experience, and relevance of copy, to mention a few. When your landing pages are free from errors or problems in these key areas, it’s easier for visitors to see the value of your offer and act upon it.