Landing pages are the workhorses of digital marketing campaigns. They’re designed with a single goal in mind: to convert visitors into leads or customers. But even the most aesthetically pleasing landing page can fail to deliver if it’s riddled with conversion-killing mistakes.
Here are 5 common landing page mistakes to avoid:
1. A Confusing Message (or No Message At All)
Imagine clicking on an ad for a free trial of a fitness app, only to land on a page that talks about everything the company does – except fitness apps. Visitors are looking for a specific solution, so your landing page needs to deliver a clear, concise message about what you’re offering and why they should care.
2. The Disappearing Call to Action (CTA)
Your CTA is the bridge between browsing and converting. Yet, many landing pages make the mistake of burying their CTA button or using weak, generic CTAs like “Learn More.” Make your CTA prominent, use action-oriented language, and tailor it to your specific offer.
3. The Mobile Maze
In today’s mobile-first world, a landing page that looks great on desktop but crumbles on smartphones is a recipe for disaster. Ensure your landing page is responsive and provides an equally optimized experience for all devices.
4. Formidable Forms
Long, complicated forms are conversion killers. Ask only for the information you absolutely need, and consider offering a two-step opt-in process for capturing additional details later.
5. The Trust Vacuum
People are wary of giving out their information online. Build trust on your landing page by including testimonials, social proof elements like logos of well-known clients, and clear security assurances.
By avoiding these mistakes, you can create landing pages that convert visitors into loyal customers. Remember, a/b testing is your friend – experiment with different elements and see what resonates best with your target audience.
