Creating a landing page is a responsible task that requires attention and compliance with important principles of optimization and promotion. The good landing page is able to engage potential customers and turn them into real buyers and customers. Mistakes encountered on many landing pages reduce the efficiency of converting users (turning them into customers) and cause the page to be inefficient.
Let’s consider the most common and dangerous mistakes that need to be found and eliminated. If you know and prevent them, this will help you to avoid many problems with forming conversion.
Mistake # 1. Using the home page as a target one
In order to save money on the creation of a landing page, some businessmen use the main page of their corporate portal or online store as a target in advertising. This technique is a huge mistake. The main page cannot effectively combine two roles: the role of the landing page and the front page of the site. If you use one page to solve a large number of tasks, get ready for the fact that none of them will be solved successfully.
The main page of a large site usually contains a lot of general information, but it’s difficult to put information about a particular product or service there, as well as a call to a specific action. This is often the reason why the visitor is confused and leaves the site without becoming your client.
Mistake # 2. Lack of connection between the landing page and the ad
When advertising is used as a source of visitors (and this happens in most cases), there should be a close connection between the information in the ad and on the landing page. The text of the contextual ad or a banner should be part of the information presented on the target page. The mismatch between advertising and landing page leads to an increased percentage of refusals and a decline in conversion.
Landing page for website speedup services in our agency: a user who comes, for example, at the request “order website speedup”, immediately sees the information that interests him
It is advisable to arrange ads and landing page in the same style. This will help to keep users’ attention. Unified content should be in the ad, in the heading, and in the text of the landing page. Connect the information as closely as possible so that users do not have any contradictions and doubts.
Also, if you use contextual advertising, it is advisable to use the keywords both in the advertising text and in the text of the page itself. This will increase the relevance of your ads. It’s an important factor for search engines, which will allow you to bypass competitors at a relatively low price per click or view.
Mistake # 3. Incorrect header
Placing a bad headline on the landing page is a direct way to low conversion and loss of target audience attention. You should be approach the creation of the headline very responsibly: it should immediately interest the client, motivate him to see another information on the page. In addition to the unique, catchy content and proper design, it is good practice to include target keywords in the heading.
Mistake # 4. Inconvenient lead form
An important element of any landing page is the lead form. The effectiveness of the page depends on its quality. An incomprehensible lead form with a large number of unnecessary fields leads to frequent failures to perform the target action. Users would rather leave the page than spend a lot of time filling in a long form.
Another mistake that often occurs on landing pages is the incorrect design of the lead form. In addition to limiting the number of fields to a minimum, you should take care of creating tips that will help users to enter the necessary information easily, quickly and accurately. For example, if you require to give a phone number, then make sure that the client understands whether the “+” symbol and the country code should be added at the beginning; if some field may be unobvious or incomprehensible for the visitor, then write a short explanatory text.
The price calculation form at Arto Web Agency website: each item is provided with tips that appear when you click on the question mark
Mistake # 5. Invalid call to action placing
When call to action (in the form of text or a CTA button) is located close to the bottom edge of the page or is poorly visible, it works inefficiently. A good call to action should be visible immediately when a landing page loads. If the user needs to scroll the page several times to get to the CTA button, it means that this element is placed incorrectly.
On the other hand, you should not place the call to action too high – before the headline and the main information. First, you must give your visitors some useful information and briefly explain the essence of your proposal. Only after this, you should call for making an order, subscribing or submitting a request.
A car service landing page example: a bright and visible CTA button is located right below the key information about the offer
The listed errors, which are often found on landing pages, are the most common reason for poor conversion of users into clients. Avoid them so that your landing page works efficiently and generates good revenue. However, remember that the conversion rate of your landing page depends on many factors. If you are not satisfied with your conversion rate, then there may be a wide range of reasons, not only those mentioned in this article.
You need an effective and modern landing page?
Request a calculation of the price of the landing page development and consultation of our experts by clicking the button below.