7 Landing Page Mistakes That Kill Conversions

Your first impression of a thing sets up your subsequent beliefs. If the company looks inept to you, you may assume everything else they do is inept.  -Daniel Kahneman

The magic of an optimized landing page is the balanced union between storytelling, visual artistry, and a simple and intuitive experience. However, we all know creating such a delightful experience requires time, research, and good amount of expertise. From design, to copy, and SEO, landing page optimization has become a comprehensive interdisciplinary study. Mastering all it’s components is nearly impossible.

Landing pages are where most companies focus optimization resources. The reason is economical; landing pages can make biggest impact on conversions and therefore the bottom line. Although professional landing pages are carefully edited and tested for functionality, basic user experience mistakes (which can be just as damaging) still happen. In this article we’ve listed 7 of the most common user experience landing page mistakes.

1. Asking too much 

When it comes to users, ask for one thing and one thing only. We build landing pages for a specific offer. Don’t make the mistake of adding secondary offers with the hope of creating more opportunities to convert—it’s not how it works.

Display only what is necessary to advance the customer journey. Avoid multiple CTAs that confuse and distract, and eliminate optional or unnecessary fields from long forms to prevent form friction. By asking for the minimum amount information needed, you will reduce drop-offs and increase performance.

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Form is very long for an ebook

2. Not getting to the point

I can speak from experience, the human attention span is painfully short, and even shorter when you’re younger. If you can’t convey your offer in under five seconds, go back to the drawing board. People will not dig through your page to discover the what it is you’re trying to say, likely they will leave before they figure it out. Always make things as easy as possible for your user. When fewer elements are on a screen, the more potent the remaining ones become.

When you need to convey a lot of information try using bullet points rather than large blocks of text. Users typically skim content, so make it easy to find highlights. Use design and graphics to your advantage. Replace text or reinforce your messaging with visual indicators. Strip away everything that distracts users from your content.

Landing pages serve a different than the advertisement that got them there. A landing page should continue the conversation, not repeat it. Avoid content that sounds like an advertisement on your landing page. The point is to drive specific action. Anything that distracts the visitor from that action is extraneous.

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It’s difficult to understand the page’s offer.

 

3. Poor branding

Building brand value takes time and requires careful thought, planning, and execution. There’s a reason that large enterprise businesses spend millions, even billions, of dollars each year on branding. Creating a consistent experience across an organization is crucial for establishing customer loyalty and trust. Brand consistency may not matter as much to your business as it does to Apple or Coca Cola, but it shouldn’t be ignored. Brand consistency gives you control over perceptions. The most important being professionalism and legitimacy.

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Master of branding, Coca Cola.

Your landing pages should have the same branding as the rest of your content. When you keep your design and language consistent, it cues to your visitor that they’re in the right place. Conversely, when your brand changes drastically visitors may feel as though they arrived in error—that spells bad news for your conversion rate.

4. Trusting subjective feedback and disregarding data

Don’t believe everything you hear. It’s true in life, and for customer feedback. Yes it’s important to know your customer’s opinion, that doesn’t mean it’s always right (sorry customers). The problem is that customer feedback is too subjective, taken from a small sample size, and formed with limited information. Data speaks louder than words. Tracking visitor behavior will give you much better insight into your experience than an opinion. You are more likely to find missed opportunities and experience flaws with accumulated data.

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Heat mapping gives valuable insight into user behavior

5. Focusing on features

We all know the excitement we feel over the features of our product, so much that the benefits might seem secondary. While it’s perfectly fine to nerd out over the innovative capabilities of your product, keep in mind that they rarely convey value to your customer–the benefit does. Be aware that the more features a product has, the more difficult it can be to sell (consumers generally prefer simplicity). Always approach messaging by getting inside your customer’s head. Ask what problem your product solves for them. That answer is your benefit.

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This page focuses to much on features

Finding the right messaging can, and does, get more complicated—it’s a creative pursuit after all. Let’s say your customer is an expert in your field. Instead of your highlighting your product’s core benefit you’ll likely have more success with the benefit of a specific feature that separates you from competitors.  Whatever you choose to say, remember to keep it simple and customer-focused. For more insight into improving headlines on landing pages check out this great article from MarketingSherpa.

6. Not being mobile friendly

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Mobile is here and it’s huge. It accounts for an ever growing amount of global web traffic. Just this year mobile digital media time reached 51 percent compared to desktop (42 percent). The implication is clear, there’s a significant chance that your landing page is being viewed on mobile, if it’s not optimized for that environment performance will suffer.

The most common mobile optimization mistakes include:

  • Size: mobile users should easily be able to read the content on your site and should never need to pinch and zoom to find content.
  • Load speed: cellular data is slower than a typical internet connection. Reduce the size of media and disable auto-play videos.
  • Complex forms: If your landing page requires detailed form entry, make it streamlined and easy to complete. When appropriate reduce text entry with selection menus as much as possible.

7. Doubting something will work before testing it

When we let our doubts keep us from trying something new there’s no chance of discovering something better. Yes, best practices provide enormous value for optimization, but if you simply follow the herd, you’ll never get ahead of it.

Every business has a unique set of customers that will respond to landing pages differently. If you or a colleague has a hypothesis to improve performance try it out. With landing pages you have the opportunity to get creative—don’t squander it.

Does your landing page need help? Kaizen Platform is a full-service website optimization solution. From strategy, to production, to analytics, Kaizen can optimize your website for better conversions. Stay competitive with our 5% lift guarantee. Request a demo here.

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