Landing pages are essential for marketing because they can generate up to 220% more leads for your business. If you are not careful with landing page mistakes, you risk losing many potential valuable customers that your business has spent so many resources trying to lock down.
If you want to execute a successful ad campaign, your landing page will be the backbone. If you create dull landing pages that do not hit the mark, you risk watching your marketing budget go down the drain.
Here is everything you must know about the top 12 landing page mistakes and how to ensure that you fix these before it is too late.
1. Numerous Conversion Goals
Your landing page visitors will be customers who have clicked a link because your post caught their eye. However, if you expect people to look through too much information and make too many big decisions, people will close the page and leave your website.
So, when it comes to adding a second conversion goal to your landing page, you better think twice. This can significantly drop your conversion numbers and unnecessarily bleed your marketing budget.
Remember to establish a well-defined conversion goal if you want to convert many customers to buy your products or services. Avoid overwhelming people with too many things, or they will get traumatized.
For example, imagine if Shopify asked you to learn more about its features, start a free trial, and rename your firstborn all from the same landing page. This would be too much for a person to handle if they just wanted to glance at a page to see what it is about.
It is always best to cut down on all the clutter and ask people to do one thing. If you want someone to start a free trial, ensure your landing page stays focused on that goal. When you offer one conversion goal, it becomes easier to lure people in.
2. Using Only Short Forms
Many of us have been told that fewer fields on the landing page form can result in better conversions. This is true in a lot of cases because no one wants to fill out unnecessary form fields.
However, trying longer forms on your landing page for a change does not hurt. This can provide a lot of valuable insights and more conversion. When people fill out longer forms, they provide more helpful information and can be higher-quality leads.
Even though short forms take less time to fill out, you can end up with low-quality conversions. This is because the people who love shorter forms are “window shoppers” who may not be serious about your brand. You need people who genuinely want to interact with your brand.
So, why not try the best of both worlds by implementing slightly longer forms on your landing page? Then you can expect higher conversions than the usual people that drop off and are never heard from again.
3. Distracting People With Too Many Actions
Remember that the visitors on your landing page will have the shortest attention span. This is because people are busy and have too many things to browse on the internet.
Every competitor is chasing your audience, so why should customers pick you? To hold people’s attention, keeping your links and number of conversion goals low is best.
For example, if you want a customer to sign up for your newsletter, you should not provide them with any other options on the page. The only option visitors should see is the button to sign up for your newsletter.
Otherwise, people will get distracted and not follow the actions you want them to take.
Remove your navigation menu and footer to end these distractions. Then people can keep their eye on the prize when they visit your landing page instead of misunderstanding what they should do.
4. Not Matching Ad Copy
When you want to lure the right visitors to your landing page, you must ensure that all your content matches tone, voice, and style. This is a surefire way to get people to notice your brand and what it stands for.
So, you must always ensure that the look and language of your ad copy match the landing page.
Otherwise, you will ask visitors to jump from one side of a river to another without building a bridge. When someone clicks on your ad to get to your landing page, they should feel like this action is a seamless experience.
5. Not Optimizing for Mobile
Mobile optimization is as crucial as drinking water in this digital landscape. Think about how many people use their mobile phones, tablets, and laptops to get online.
When you create a landing page, it is in your best interest that it looks amazing on an iPhone or a Samsung screen. This is because most people are busy and on the move.
They consume content and learn about brands on their mobile devices. So, if you have a landing page that is not mobile-friendly, you risk losing too many customers.
Ensure you have a responsive design that is reorganized and resized to fit a smaller screen. Then you should also have a mobile-dedicated version of your landing page that is just for mobile ads.
Remember that it does not matter how good your landing page looks on a computer because most people read on their phone screens.
6. Forgetting Customer Journey
When you get visitors to convert to your landing page, your job is not over. Remember that your click-throughs and forms are just the first step in the customer’s journey.
You are responsible for getting people to the finish line without any hassles. For example, if someone requests a demo for your product, you should avoid sending a generic thank you page that tells the customer to check their email for the next steps.
Instead, you should proactively send the customer directly to their calendar so they can book a time to try the demo. This is necessary because the customer should not go through pointless added steps that can distract them from your marketing goals.
You want people to act fast, so ensure that you provide opportunities for them to book things immediately through your landing page.
7. Using Single Conversion Path
Even though you need fewer resources to create a single conversion path, you should aim to offer multiple pathways to help your consumers complete tasks.
The landing page should be laser-focused on a single conversion goal, but you can always provide more paths without ruining the page. This is important because people like having different options for how they should act.
One person may hate talking to sales reps, while another customer may prefer chatting through a form.
Whatever your customer desires, you should offer at least a form, a live chat window, an email address, and a phone number. This way, customers have various ways of connecting with your brand.
8. Not Emphasizing Your CTA
It is essential to remember that your call to action or CTA should motivate people to take the desired action. Your CTA will significantly help your company achieve a lot of value by providing a door for the customers to walk through and motivating them to do something for you.
Avoid using a strong verb to entice clicks. It is better to encourage your site’s visitors by reminding them what is on the other side of your CTA button.
For example, instead of using a CTA button that says, “Register Here,” reword your landing page’s call to action as “Claim Your Free E-Book.” This way, even if people register to your site like you want them to, you keep them focused on the prize.
Then they will be motivated to complete the action they want. When you emphasize the value of an offer someone cannot resist, you will boost your landing page conversions like never before.
9. Neglecting Customer Service
Potential customers may have complaints about your landing pages and offers. It would be wise not to ignore them. Even if these people have not bought a product or service, they are still customers.
So, when someone makes any objections or suggestions about your free trial, subscriptions, or call to action, you should take these concerns seriously. Otherwise, you risk putting people off your brand.
For example, if someone wants to download a free e-book that you are offering, you should remind them that the product is free. Avoid bombarding customers with too many calls or follow-up emails if they do not immediately get back to you.
Otherwise, people will not trust providing their information on your landing pages if they feel that your business is too pushy.
10. Not Including Any Social Proof
When did you last buy a product or service without reading a single review? You would never do that, right? Social proof for landing pages is a third-party endorsement or recommendation for your products or services.
This can either be explicit or implicit. For instance, you can boost your landing page’s social proof by using star ratings, client logos, customer reviews, awards, and any trust badges you have earned.
You can convert many customers with a healthy dose of social proof across your landing pages. This is because people spend their hard-earned money on companies they trust.
So, your goal is to look as reputable as possible to convince customers that you are the best in the business. However, your social proof does not accumulate overnight when building a landing page.
This needs to be grown over time to be used in a variety of formats. When you have a collection of star ratings, badges, and top reviews, it is attractive to sprinkle these across your landing page.
When you learn to leverage social proof better than your competitors, your customers will never think twice before engaging with your CTAs.
11. Hiding Value Proposition
Too many landing pages do not have a clear value proposition based on their subheading and heading. A landing page without a strong and clear value proposition will lose a lot of conversions.
If you are building a landing page, ensure you are not being too gimmicky. Get to your point as quickly as possible before losing your potential customers since people have very short attention spans.
When you write a value proposition that will convert the most people, you should think about your promises to your audience. Ask yourself what benefit you provide to all these people.
Then you should ask yourself how you plan to deliver all your commitments in a way your consumers will trust and respect. Finally, it would help if you focused on who you are benefiting and who your business is not for.
For the best landing page, you must construct your what, how, and who from the get-go. Otherwise, people coming to your landing page will not know why they should care about your offer if your proposition is unclear within the first sentence they read.
12. Using Too Much Industry Jargon
One of the biggest ways to kill a landing page is by introducing a lot of jargon and industry fluff that does not make sense to most people. When it comes to copywriting for the perfect landing page, you should always stick to clear and concise content.
It needs to be the type of content a third grader can understand to know what you want them to do. Your landing page content needs to feel like you are talking to the average everyday person.
Speak to them like they are the only person you care about in the entire world. Ensure that you talk to them and not at them. Keep your language friendly and engaging to keep people returning for more.
Remember that learning about a new product or service can be overwhelming for new leads. It always helps to lessen the blow for your customers by making your landing page sound conversational and easy to understand.
Always Avoid These Landing Page Mistakes
Now that you know the top 12 landing page mistakes that can make or break a business, it is time to generate new leads by connecting with your audience more effectively.
Contact Blissbranding Agency today, and we can help you build the best landing pages to boost your brand’s reputation in no time.