In today’s highly competitive online marketplace, landing pages play an integral role in converting visitors into customers. These pages serve as the frontline of your digital campaign, designed to attract, inform, and ultimately persuade your audience to take action. However, despite their significance, many landing pages fail to meet their conversion potential due to a number of common mistakes.
We’ve created this table as a handy reference guide to pinpoint the 15 most frequently encountered mistakes on landing pages. These mistakes can range from issues with messaging and user experience, such as missing call-to-actions (CTAs) and poor clarity, to trust-related concerns, like lack of authentic social proof.
But simply identifying these mistakes is not enough. The table also provides practical solutions to each of these issues, along with real-world examples, to help you avoid these pitfalls and optimize your landing pages for success. Whether you’re a digital marketing professional, a small business owner, or just someone interested in improving your online presence, we believe this table will serve as a valuable resource.
Remember, every visitor who lands on your page is a potential customer. Avoiding these common mistakes will not only improve your page’s conversion rate but also contribute significantly to your overall business growth.
|The visitor does have the problem you solve. But doesn’t feel the pain acutely and leaves
|Use the pain-agitate-solution framework to evoke the pain and drive conversion
|Objections not addressed
|The visitor has objections and doubts but they’re not addressed
|Review FAQs / support tickets and ensure common doubts are answered early on your page
|Lack of / bad social proof
|Visitor doesn’t trust you as your proof isn’t relevant or authentic
|Add testimonials to your landing page. Tools like http://Senja.io make it easy to collect + add.
|Not speaking to visitors
|You’ve not asked visitors why they didn’t convert so how can you improve?
|Add an exit intent survey with @hotjar and ask people leaving what was missing
|Don’t know how your page is performing
|You don’t know your LP conversion rate, but you’re spending time updating it anyway
|Add @posthog to measure conversion performance and identify opportunities
|Your page language is complex and conversion decreases as a result
|Use plain language, remove buzzwords and initialisms, test with: https://readable.com/text/
|Messaging is unclear
|Your page has no clear who / what / why but you’re still expecting people to convert
|Add who your product is for, what it is and why they need it BEFORE the first CTA
|No USP language
|You sound like every other product in the space. Visitors cannot compare you
|Add comparison language like “the only product to…” or “finally…” or use comparison tables
|All tell, no show
|Your page is only benefits language and unsupported text claims
|Add interactive demos, product animations, walkthroughs and case studies to evidence what you’re saying
|Centred on you, not your visitor
|Your page is focused on your business, not your visitor and their problem
|Add ‘you / your’ language, and prioritise your visitor over and over again.
|Poor clarity and walls of text
|Your page is difficult to scan so visitors lose interest
|Add headings to each section, break up walls of text, support with visuals
|The visitor likes what you do but there’s not CTA nearby when they’re ready to convert
|Lock your CTA to your menu (especially on mobile) so it’s ALWAYS available
|Horrible demo booking page
|Visitor is interested, has gone to book a demo, form doesn’t convert
|Add a solution
|The visitor likes your product but your testimonials look fake
|Text testimonials = good. Video testimonials = conversion gold. Collect them with a tool like http://Senja.io
|Hard to get setup
|The visitor likes your product but worries setup is too complex
|Offer templates, how-to guides, and concierge migration
We’ve examined the crucial role that landing pages play in digital marketing and how certain mistakes can significantly hinder their effectiveness. To assist in enhancing your landing page performance, we’ve identified and discussed 15 common mistakes that many businesses often overlook. These range from issues of clarity and readability, lacking compelling call-to-action, and poor use of social proof, to complex setup processes.
However, identifying these pitfalls is only half the battle. Thus, we’ve also provided practical solutions for each problem, along with real-world examples for you to draw inspiration from. By applying these fixes, you’re taking proactive steps towards boosting your conversion rates, enhancing user experience, and ultimately, driving your business growth.
Remember, every visitor to your landing page is a potential customer. Making your landing page as effective as possible will not only increase conversions but also strengthen your overall online presence. As you refine your landing pages, consider these common mistakes and our proposed solutions, always aiming to offer your audience a seamless and engaging experience.
Sobre el autor: Michael Masa
¿Por qué debería escucharme? Con una rica formación en marketing y una pasión por compartir conocimientos, he dedicado los últimos 9 años de mi vida a este campo. He trabajado como responsable de marketing y he desempeñado un papel decisivo en la elaboración de la estrategia de marketing de una de las principales compañías de seguros de Europa, BAVARIA AG.
Antes de mi puesto actual, pasé 12 años como Director de Ventas, dirigiendo un equipo de 12 personas dinámicas y aplicando las últimas técnicas de ventas para impulsar el éxito. Esta experiencia me permitió perfeccionar mis dotes de liderazgo y adquirir un profundo conocimiento del sector de las ventas.
Ahora, estoy al timón de Dealers League, una agencia de marketing que no sólo crea y gestiona sitios web para empresas, sino que también se centra en la importancia de las estrategias de marketing eficaces. Reconociendo la necesidad de un aprendizaje continuo en este sector tan acelerado, ofrecemos cursos sobre las últimas técnicas de marketing.
Mi variada experiencia en ventas y marketing me proporciona un punto de vista único sobre cómo se entrecruzan estas dos áreas cruciales. Espero poder compartir mis conocimientos y puntos de vista con usted a través de este blog.