A landing page is a place where you send traffic when you really want some action. It can be a sales page, an email opt-in page, a video landing page, or even a content landing page designed to rank well in search engines. As you might have guessed, there are a lot of ways to screw this up.
Generating conversions from website visitors is the top priority of any landing page. With this, your landing page must make it as easy as possible for a prospect to find the information they need to contact you. However, even the smartest marketers could be missing out on a lot of potential conversions if they commit the following common landing page mistakes.
- Don’t Ruin The Headline
Landing pages live or die by the quality of the headline. It’s your two-second chance to overcome the swift and brutal attention filters we’ve developed due to information overload and poorly-matched the promises.
Often, a better headline alone will boost the effectiveness of your landing page, and even overcome some of the other mistakes below. Split-testing different headlines are relatively painless, and can bring you much higher conversions compared with multiple other tweaks.
- Where to Click?
Most of us who use content marketing as an attraction strategy use a content management system, such as WordPress. That means we’re using design themes for the visual presentation of our sites.
While your typical sidebar and header approach to a blog post is fine, when it comes down to traffic hitting a landing page with a singular focus on specific action, all of that extraneous stuff causes confusion, distraction, and reduced conversions. Lose the clutter and create the cleanest page possible when you want some action.
- Multiple Choices
The idea that more choices make people happier has been proven to be a psychological fallacy time and again. This
“paradox of choice” reveals that when given multiple options, the decision ends up being not to choose at all.
An effective landing page asks for one specific action, and that’s it. And don’t forget to actually clearly ask for that one specific thing, which is an even bigger conversion killer if you don’t.
- Be Specific
One common mistake many marketers make when creating landing pages is emphasizing more than one conversion path. Asking the visitor to complete too many actions on a single page can be confusing. And confusing potential customers can cause them to leave without taking any action at all.
For instance, if your landing page equally emphasizes a phone number, contact form, and informational download, you’re missing the opportunity to draw the visitor’s attention to the single most important conversion path you want them to take. That’s why each landing page should highlight only one choice: your primary conversion path. And if you choose to include secondary conversion paths, make them less prominent, so they don’t distract from the primary goal of the page.
- Visual Distractions
Avoid at all costs any visual distractions that will make user ignore the call to action. Removing flashing advertising banners, floating boxes, popups or any other similar distractions is essential to increase the conversion rates. Keep in mind that using too many call to actions on the same page can also be considered as a distraction. Even though you can have more than one call to action on the same page, make sure you prioritize them and not confuse/distract the user from your main goal.