7 Landing Page Mistakes That Hurt Conversions

A lot of landing pages are drowning in messages, and people don’t even notice them. The goal is to stand out from the rest with a design that’s focused on conversion instead of clutter. Here are 7 mistakes you should avoid when designing your next landing page.

We’ve all been in that situation.

You’re getting ready to launch your next advertising campaign. You’ve spent weeks (if not months) ensuring that your product or service is ready to sale.

You’re all set to accept payments. You’ve set up traffic sources to bring prospective clients to your website. Your sales staff is all set to take calls. If you have any questions, your support team is here to help.

The last stage is to design a new landing page — a sales page that will stimulate interest in your product and help you make your first sales.

You go ahead and post your new sales page, begin directing visitors to there, and…

Nothing.

Only a few sales are coming through (if at all).

You’re left with the question: Why? What went wrong, exactly? What’s more, how can I solve it quickly?

So, what went wrong?

When campaigns like these fail, the first place you should look is at your landing page, not your product.

I should be aware. I spend my days at LeadPages designing and testing new landing pages for our own marketing efforts. I’ve probably seen more landing pages at LeadPages in the last two years than I have in my 10-year copywriting career.

(If you’re unfamiliar with LeadPages, we build landing page templates that enable our 40,000 clients to quickly design their own opt-in, sales, and webinar sites.)

I’ve also got the chance to review our clients’ landing pages. After examining so many landing pages, I can tell you that unsuccessful campaigns are often the result of a few landing page errors.

In today’s piece, I’ll walk you through seven of these blunders so you can assess your own landing pages. I’ll teach you how to correct them step-by-step (so you can keep testing until you get it right).

I’m also giving you a sneak peek at our SEMrush webinar, which will take place on Wednesday, February 10th.

1. Your Headline Isn’t Getting the Job Done

When visitors arrive at your landing page, the first thing they notice is your title. It’s very hard for your landing page to convert if your title isn’t functioning.

The good news is that when your campaign begins to go south, your headline is also the easiest part to modify. If a landing page isn’t working as planned, this is the first thing I update.

Finding out why your current headline isn’t converting is the first step towards creating a new one. Then you may make any required changes to your headline.

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Let’s pretend this is your web page. What more would you do to entice your consumers to act?

Quick fix: Evaluate your headline using this checklist.

  • Is it worth worrying about your headline? Be truthful. Would a prospective consumer care if they saw your headline on a Facebook ad or in their Twitter feed? Why should they be concerned? Continue to question yourself, “Why should they care?” until you come up with a better reason for someone to desire your offer. Make your headline include the “reason why.”
  • Is your headline convincing? Is your headline making a claim that your ordinary reader could find difficult to believe? If that’s the case, try including some evidence pieces to boost credibility. To assist present that evidence, you might use testimonials, case studies, or news sources.
  • Is the wording in your headline detailed enough? Is there a particular benefit in your headline? Can you make it more specific if not? Adding a number to your title is an easy method to enhance specificity. (For instance, you may include the number of action steps, the amount of time or money saved by your solution, and so on.)
  • Is the urgency in your headline high enough? Are you expecting your consumers to answer within a certain amount of time? If not, I propose including a deadline in your headline to encourage them to act.
  • Is your headline ambiguous? Pronounce your headline aloud. Does this make sense to you? Is it possible for someone who has never heard of you (or your company) to read your headline and comprehend exactly what you’re offering? If not, go through the material again and retest.
  • Is your headline making an enticing offer? This is, without a doubt, the most difficult to modify. Your headline should provide a true, practical value that your target buyer can’t receive somewhere else. If you can’t guarantee that level of value, you may need to rethink your offer.

Run an A/B test against your current headline after you’ve altered it. Is your new headline up to snuff? If not, keep performing tests until you discover the right message for your target demographic.

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2. You didn’t provide me any instructions.

The most critical content on any landing page, after the headline, is the call to action.

On your landing page, it’s up to you to explain your consumers precisely what to do. Typically, this entails explicitly instructing your consumers to either 1) join your email list or 2) buy your goods or service by clicking your call-to-action button.

You can’t fairly expect your clients to figure it out on their own if you don’t inform them precisely what to do. They’re more inclined to just leave your landing page (and that will hurt your conversions).

Simple solution: Go through each of your landing pages one by one. Is it simple to spot your call-to-action buttons (ideally, above the fold on your landing page)? Is it obvious in your content what someone has to do to join your mailing list or buy your product?

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To increase conversions, split test your button copy (as well as the positioning of your buttons).

If your website already has a clear call to action, I suggest split testing your button content to discover which call to action resonates the most with your audience.

Split testing button content, more than any other element, has the ability to drastically enhance your conversions, according to LeadPages®. Last year, The Coyle Report saw a 198 percent increase in conversion rates after making a little tweak to their button content.

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The Coyle Report conducted a split test and found that “YES! SEND ME” won by a margin of 198 percent.

Here are a couple split tests you may do on your own call-to-action copy:

  1. “I want the course” vs. “Get the course”: “I want the course” vs. “Get the course.”
  1. Focus on the outcome rather than the desired action: “Watch the video” rather than “Click here.”
  1. No Caps vs. No Caps: “YES!” “SEND THIS EBOOK TO ME” vs. “Yes! “Please send this e-book to me.”
  1. “Free Report Access” vs. “Download the Report”: “Free Report Access” vs. “Download the Report.”
  1. “Get This Now” vs. “Get This Before Friday at Midnight” is the urgency angle.

Then start experimenting and see what you come up with.

3. You requested much too much data.

With lead generating sites, I see this all the time.

When you’re attempting to obtain a lead, most of the time all you actually need is a means to contact that individual.

Despite this, many sites need prospects to provide their complete name, phone number, age, address, business size, and location before deciding whether or not they want to do business with that organization. It’s a lot to ask, even if your website provides something worthwhile.

Conversions suffer as a result of this.

Quick fix: On your first lead generating page, just ask for your prospective customer’s email address (or first name and email at most, if you plan to personalize your emails).

Pro tip: If your company actually need more information in order to follow up with leads, try requesting it after the first lead generating page.

When a new subscriber joins your list, for example, you may direct them to a thank-you page. In return for a phone number, you might utilize that thank you page to offer something of even more value, such as a consultation.

Here’s an illustration:

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After a member joins your list, you might utilize a thank you page like this to gather phone numbers.

4. You Provided Insufficient Information (You Lost Me!)

As a copywriter, I know how difficult it is to stop the habit of producing too much copy. But it’s also one of the most irritating landing page blunders you can make.

Your landing pages should only include the material you really need to persuade potential clients to join your mailing list or buy your goods.

The “basic minimum” for a lead generating page might include your headline and a call-to-action button. This might be as easy as a movie and a button to buy your goods on a sales website.

The only way to discover out is to start experimenting with lengthy vs. short text for your own audience and see what they consider “too much information.”

Let me give you an example.

I began experimenting shorter text for LeadPages webinars like the one below during the past six months. Rather of using bullets or other adjectives to describe the webinar, I condensed it into two phrases.

The findings remained robust even with the reduced copy. This informs me that in this case, the “bare minimum” material was all I needed to persuade folks to sign up.

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It’s up to you to test to see what your clients consider to be the “bare minimum copy.”

Quick fix: If you think you’re offering too much information, do a split test with a landing page that has 50% less components and see what happens.

5. You don’t seem to understand what I’m saying.

The last thing you want is for your ideal customers to see your landing page and say to themselves, “Nope, this isn’t for me.” They don’t seem to understand me.” The issue is that this communication will never reach you. They’ll just leave your landing page, and the absence of involvement will show up in your statistics.

The precise opposite is what you want to happen. You want your ideal buyer to see your website and say to yourself, “Yeah, they got it.” They understand where I’m at and what I’m seeking for.”

What’s the solution to this? Determine who your ideal client is. Then continue to test until you’ve found an offer that your ideal consumer can’t refuse.

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Here are several methods for determining who your ideal client is.

  1. Online hangouts with your ideal customers: Join Facebook groups where your ideal clients hang together. Take a look at the message boards where they hang together. Begin to pay attention to the kind of issues people bring up. (Are there any in your copy that you might address?)
  1. Discover how your ideal consumers communicate: Examine their support emails, blog post comments, forum posts, Facebook messages, and Twitter feeds to get a sense of how they communicate. What type of lingo do they employ?
  1. Make a list of the terms and phrases you’ve come across: Make a collection of terms, phrases, and other ideas that come up in blog comments, forum discussions, support emails, and Facebook postings from your target customers. Then start using these phrases and terms into your text.

Remember, the aim is for your buyer to see your landing page and immediately respond, “Yes, that’s me!” They’re conversing with me.” The most effective approach to do so is to find out who they are and then communicate to them in a manner that motivates them to act.

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6. Your Page Isn’t Displaying Correctly on My Phone

Given that mobile traffic accounts for more than a third of all sites served worldwide, every landing page should be fully mobile-responsive. However, not every marketer has yet caught up.

If your landing pages don’t work effectively on mobile devices, you’re likely losing a lot of leads and purchases.

Quick fix: Before publishing a new landing page, double-check that 1) all integrations are working and 2) your new page appears and acts the same on your phone (and tablet) as it does on your PC. You’ll lose conversions if you don’t.

If you’re a LeadPages member, you can test the mobile responsiveness of your landing page before publishing it, as seen below.

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Before you publish your landing pages, LeadPages shows you how they appear on mobile devices.

7. What’s the matter with your design?

Any number of things may go wrong when it comes to landing page design. Any one of these has the potential to impact your conversions.

Here are a handful of the most common design mistakes to be aware of:

  1. Too many design components: Having too many design elements might be overpowering and detract from your main message. Customers will be unable to take action as a result of this.
  1. If you’re making a landing page for a new wine guide, your background picture should complement the message. Anything else would be perplexing to visitors.

 

The images don’t fit the content: there’s a cat behind the call-to-action box, but the copy is about…wine?

  1. You won’t get anywhere with this design: A conversion-optimized landing page pulls your attention to the most crucial aspects on the page, such as your call-to-action button. Consider altering any aspects on your website that point away from your call to action (such as the cat’s face in the example above).
  1. Call-to-action buttons that are hidden: Your call-to-action buttons should not be hidden from your consumers. Your first call-to-action button should be above the fold (so it’s simple to see) and your second should be towards the bottom of your page.
  1. Inconsistency in branding: The design of your landing page should match the paid media commercials and social media postings that are generating people to this page. Otherwise, visitors may wonder whether they’ve arrived at the appropriate location, and your advertising may be blacklisted.
  1. Choose a color scheme that complements your brand and attracts attention to the most crucial elements of your landing page. For example, to stand out from the rest of the website, all of your call-to-action buttons should have the same distinct color.

Quick fixes: Go over this list and evaluate your page critically. Even better, have a friend or coworker take a new look at your design.

If you want to start from scratch with a high-converting landing page design, the LeadPages Marketing Library has a lot of example pages you may try. You may also get over 300 photos for your pages from the library.

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Quick fix: Use the same wine page as before, but change the backdrop to match the copy.

A Final Quick Fix: SEMrush with LeadPages Live Training Webinar

Conversions are lost as a result of errors. They might make it tough to expand your audience, establish an email list, and eventually sell your goods and services.

We wish to assist you in avoiding such blunders. That’s why, on February 10th at 11 a.m. Eastern, SEMrush is partnering up with LeadPages® to provide a live seminar for you.

Tim Paige of LeadPages will teach you four strategies you can take to start building your audience without devoting more time to your marketing efforts during this live session.

Tim will also take you behind the scenes and teach you how to create landing pages in 5 minutes or less, just like the ones you see in this blog article.

I hope you’ll think about joining us. Please let me know if you intend to attend by leaving a “yes” in the comments section.

But first, make sure you book your spot by clicking here. Here’s where you can sign up for the free webinar.

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Kat Von Rohr works at LeadPages as a Senior Campaign Owner, where she manages promotions, campaigns, launches, and copywriting awesomeness. Follow Kate on Twitter at @katvonrohr, or sign up for the live training here.

Frequently Asked Questions

What are the biggest landing page mistakes?

A: The biggest mistakes that people make on landing pages are not having a lead magnet, including social proof in their titles, and using too many sub-headers.

What are some common mistakes made on landing pages product pages and home pages that lower conversion rates?

A: Some of the mistakes that are commonly made on product pages and homepages can reduce conversion rates, especially for paid products or services. These include having a poor headline with sub-par content, using too many images to support text instead of including them in important spots like the title or body copy, not providing enough information about different features/benefits (such as how long something will last before needing a replacement), and mentioning price without explaining what it includes.

Why are my landing pages not converting?

A: Landing pages are meant to be the page where people land after clicking on a link. If someone clicks on your website without going through any of your other links, they will only see this one landing page. Its important that you have relevant content here, as well as some form of call-to-action.

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