You drop the money from your wallet and it stays empty, whenever you make fatal mistakes when creating your landing page.
So, I suggest you stop everything you are doing right now and pay close attention to this article, before taking the next step in your digital marketing strategy.
I wrote the next few lines especially for you, who want to create good conversion pages.
With results that leave you with your mouth open.
Because it is useless for you to have a perfect product and / or service, if you can spoil everything when creating your landing page with just a slip.
And your business can really go flat, if you’re not careful.
The point is, maybe you’re missing out on essential details when it comes to attracting your audience’s attention.
And don’t think that I’m talking about huge mistakes, from another world.
Unfortunately, they are very common mistakes that prevent many entrepreneurs from having the expected result.
If you agreed to this article, it’s probably because you don’t want to be one of them.
The good news is that from now on, that will no longer be a problem.
Because here I will show you 22 fatal mistakes when creating a landing page so you don’t make them again.
If you don’t want to waste a minute to have the ideal conversion page and get many more leads for your company, continue reading this article until the end.
Why do you need to create a landing page
Before heading off to the 22 fatal mistakes, it’s good to understand the importance of creating a landing page.
Landing pages are both conversion pages that drive your traffic when you want the public to do a certain action.
It is an essential element within direct response marketing strategies, with which you come into direct contact with your prospect, without depending on vehicles or social networks and their algorithms.
Remember that the impression is what remains.
So your landing page has to impress your prospect from the get-go.
There are several types of pages with different purposes.
They can have the purpose of making a sale, promoting a video, an electronic book , registering for a webinar, a newsletter, a tool …
There are many possibilities. It all depends on your type of business.
The landing page acts in the first stage of the sales funnel, responsible for guiding the user to the next phase.
Your main mission is to get the user to perform an action in exchange for some means of contact (usually their email).
Then, you start generating leads through that page, that is, you get to identify and prospect people willing to connect with your brand and receive what you have to offer.
That way, in addition to adding value for you, you still have the chance to get to know your audience better.
Those people become opportunities for your company.
With that contact, you can nurture a deeper relationship so that the prospect follows the path to the bottom of the sales funnel.
Here on the KP blog I have already published articles on everything you need to know to create an ideal landing page.
Even though there are excellent landing pages on the web, there are many companies that still make the same mistakes when creating theirs.
And that’s why I separated the 22 worst mistakes that can bring catastrophic business consequences and kill your conversion rates.
If you pay attention to those details, you will avoid wasting time and money. In addition, you will eliminate the chances of mediocre results.
22 fatal mistakes when creating landing pages
You believe that you are doing everything correctly, managing to charm your client …
… But at the time of the action, nothing happens.
It is already known that some mistakes can interfere with business performance and compromise profit.
Since we here at Poxse Digital Marketing essentially work on creating amazing landing pages, I’ve already seen a lot of those bugs up close and I know they can really sink your strategy.
And when it comes to mistakes, it is always good to learn with others.
For this reason, I will show you, shortly, the worst mistakes before you put them into practice.
Take note so that you do not stop converting for mere nonsense.
Slow Landing Page Speed
All the hard work you did to create your conversion page will be lost, if people give up and leave before your page loads.
With each passing day, the online experience evolves, the expectation of users about the page load time also grows.
And many brands are left behind.
Pages that take more than five seconds to load have approximately 74% desistance.
Which makes a lot of difference for most landing pages. Then, charging time becomes a priority.
When choosing the tool with which you are going to create your page, take into consideration aspects such as: page relation, web cache, code and size of the site files.
In addition to being a requirement of visitors, page speed is a ranking factor in Google’s search algorithm and in that of ads.
And for that reason you should be aware of that point.
Ideally, it should take less than 1 second to fully charge.
Ensure that your landing page loads in the blink of an eye.
Overloaded or unclear design
There is no doubt that design is one of the factors that most influences the success of a web page.
If you present your information without taking care of its graphic and structural design, you hardly have the opportunity to capture the attention of your visitors, nor, of course, to maintain it.
On the other hand, there is a danger that other aspects will be neglected if you focus too much on achieving a unique design, such as the clarity of the page or the legibility of the texts .
One of the most common mistakes is, for example, usage of too many fonts and different font sizes or using combinations of colors too intense and difficult readability.
Another frequent problem occurs when the design distracts attention from the content itself or if it contrasts sharply with the corporate image. Above all, the latter may raise doubts about the professionalism and credibility of the company in visitors.
With our tips on the design and effect of colors on the creation of web pages, you will be able to design an intuitive and attractive website.
Your prospect is reading your CTA – Call to Action, when suddenly… boom!
A pop-up appears.
Do you remember that message that suddenly jumps to your screen? Notice.
Pop-ups can be very useful and even help increase conversions . They are very good at guiding the visitor to finish the action.
But if they are not used with caution, they can affect the entire user experience.
Put yourself in the place of your prospect and look for the reasons why he may give up reading your content, or stop doing what you set out to do.
Pop-ups that are invasive or that don’t make sense with what you’re offering, maybe one of those reasons.
Therefore, they should not, under any hypothesis, divert attention from the final objective.
Always prioritize your CTA and the stages that are essential to guarantee the conversion.
Keep in mind that users can get out because of any barriers that are in front of them.
Don’t contribute to that poor user experience by adding invasive pop-ups in your landing page.
Too many offers in one landing page
This is a classic mistake.
Many companies, when making a conversion page, insert menus, links that lead to other articles or registration windows in different tools.
The 48% of landing pages contain multiple offers.
If you are within that statistic, it is better that you review your strategy.
Be clear that the objective of the conversion page is to lead the user to take a specific action.
Choose the main offer and focus only on it throughout your campaign, until the moment of conversion.
To give you an idea, just by removing the menu option from your landing page, you can already increase conversions by up to 100% .
Otherwise, you will be creating a competition within your own page.
If necessary, create other landing pages for the other products or services that you also want to offer. Or better, leave that for later.
Each objective has its own path.
Not getting straight to the point
With a specific goal in mind, your mission now is to be compelling – and you have only a few seconds to achieve it.
Users decide, whether or not they continue on a site, in the blink of an eye (or in 50 milliseconds, to be more precise).
On a landing page, it is not convenient to go round and round.
In other words, your message should go straight to the point and convince visitors that you have something valuable to offer them.
Poor A/B Testing
We are in front of a world of opportunities that you can apply within your landing page. Therefore, the possibilities are: you either get it right, or go down the sink.
You will most likely ask me: How do I know that I am choosing the right product or services?
There is a simpler way than you imagine.
You can (the truth, you must) do tests.
All the optimization resources of your conversion page need to go through a test.
Size of titles, texts, arrangement of images and videos, types of CTA … all of that.
Do not just frame a model that you saw from another brand and you took it as a reference.
Remember that not all cases are the same.
At Poxse Digital Marketing we do a lot of A / B testings, which is more or less like putting up two modules in front and choose between the two based on the performance.
It is to compare the performance of one page and another.
Often times, a detail can be the difference between the success or failure of your landing page.
The more tests you do, the better for your page, for your results.
Lack of organization
If you do not organize the content of your landing page, you can cause many distractions.
By leaving your visitor confused, you are making it easier for them to decide to leave your page.
So it’s good to be vigilant and never stop considering the user experience.
It is important that visitors can clearly see the objectives and benefits that your product offers them.
You will achieve this with a good administration of the resources of your page, who must be willing to provide all the support that your potential client requests to find what they are looking for.
Organizing your page will make your visitor feel comfortable and focus on what really matters, right up to the point of conversion.
Following that phrase that says “less is more”, here is what you actually need on your landing page:
- Well-designed form
That composition is enough to convince your prospect and you don’t run the risk of using unnecessary elements that distract.
Use an attractive title, descriptive content, a cleaner design, seaworthiness and color balance.
Beware of excess elements (and also their position). That the design is not confused so as not to convey something very superficial or obvious.
Remove any item that does not reinforce the idea you are offering.
Thus, the action you want your client to take will be completely clear and legible.
That the content has an extreme value when it comes to persuading the public, is nothing new.
It happens that, on a landing page, you must use it with measure.
At the end of the day, filling the visitor with information can distract them before the CTA.
Talking too much, without looking at the right moment to call for action, or without focusing on conversion, leads nowhere.
It only makes it difficult for the reader to notice what attitude they should take in relation to what you are presenting to them.
Therefore, nothing of exaggeration in the amount of material that you present.
Lack of engaging visuals on a landing page
Your Landing Page needs visual resources to stand out.
The truth, you multiply the chance that your page is seen. Simply because our brains process images 60,000 times faster than texts.
This means that your audience absorbs the information in a more practical way and in less time.
And also imagine how heavy it would be to see a page with only texts and more texts and then a button calling for the CTA.
You will not even be sure that your visitor reaches the end …
Because the chances that he gets bored and leaves are enormous.
But it is also not good to choose any image.
Since the user’s perception can be positively or negatively influenced by the images you decide to use.
A neutral option is hardly going to arouse any reaction in the prospect.
So, we return to topic number 5: do tests to find out which is your best alternative.
Poor landing page headlines
Drawing attention to your offer is the first step.
Remember I told you that you only have a few seconds to do that?
Well, you can not miss the opportunity to hook your visitor, time is short.
And for that, you need a good headline.
The title must offer a real solution that will arouse the interest of those who want to improve their business in a practical way.
Always think of a stronger headline.
Improving this particular aspect results in increasing your conversions.
Not having an attractive CTA
If you thought of every detail to create a great landing page, but didn’t end up with a powerful CTA, you can spoil it all.
A compelling CTA should be off the charts, very persuasive, and have a great layout.
You need to activate the emotions at the exact point.
A too simple call can compromise the connection with your visitor and remember that your mission is to make him feel that he is before the answer to his pain.
The most inviting call, the one that transmits security and trust, is the one that will make you take the next step: pass on your data.
Think strategically about the position of your CTA on the page.
That element should be obvious, with attractive colors and represented by buttons for easy viewing.
The call has a lot of power over the result you want. It is important that the word selection also goes through the necessary tests.
Make sure you are using consistent, exclusive and suggestive language.
Links that move away from the objective
Despite looking like a silly mistake, many brands are doing it wrong when it comes to links within the conversion page.
And I do not mean even the lack of attention itself. I speak of strategic error.
First of all, links can be distracting from the page. The ideal is not to have them.
But if it is strictly necessary within your proposal, be careful.
It wouldn’t be weird, if you were to access a page interested in an e-book, for example, and end up clicking on a link that takes you to a CD offer, right?
You might even like what you see on the other link (which I don’t see as very likely).
But realize that you went off course, off target. And thus, it will be more difficult to return to complete the action on the previous page. It is not true?
Link to more than one product or different articles confuses your prospect.
Chances are, you will give up looking for what you really need.
Therefore, the links should be related only to what you are offering within the space of the landing page.
Furthermore, it is recommended that the links be identified with the same product name.
Too much required information on a landing page form
We already referred here to exaggerations and unnecessary things that only distract.
The same happens with the form, where you ask for the information of your prospect.
Hardly anyone will be encouraged to answer a very long form.
What I suggest is: focus on what you really need, which is the contact information.
In my case, I always ask for the email.
It is also good to ask for the name for more personalized attention. But nothing to ask for little relevant information that may bother you.
In addition to discouraging the visitor, you can keep them away from conversion.
At other times, you can provide other content, and then ask for other references, if you consider it necessary.
Not featuring any client or customer testimonials
A successful landing page is full of positive reinforcements to convince and please your prospect until the moment of conversion.
You can use the mental trigger of social proof.
It works like this: people feel compelled to do what others are doing.
And they are more attracted to an offer, when they have good references that prove it is a good business.
That’s why testimonials play an essential role on your page.
Until then, the person does not know whether or not they can trust you and what you are saying.
Having clients speak highly of your company improves your reputation and promotes greater confidence so that potential leads feel more comfortable with the brand.
Resulting in increased conversions.
Separate the most relevant comments from satisfied customers and show them to your visitor.
Look, they must be true testimonies, did you hear?
They give your product the seriousness and credibility you need to convince.
Therefore, reserve a prominent space to place them.
No designated “Thank you” page
Not giving your user an answer can make him feel less close to the benefits than would be convenient.
Always thank them for registering on your site.
I recommend that, after registration is complete, the customer is immediately directed to a specific thank you page.
At that moment, show him your satisfaction in being able to help him solve his problem and take the opportunity to refer to how much your product or service will be very useful in his life.
Not offering additional benefits
No matter how good your offer or landing page is, people will have doubts when they take action.
Ignoring those doubts is one of the worst mistakes.
First of all, you must show your audience that you have the solution to their problems.
Maintain open communication and personalize your message.
If you are going the other way, you will lose conversion opportunities.
It is important to show empathy with your visitor’s need.
Put yourself in his place and think about the reasons that feed mistrust in relation to your offer.
And to help you make the decision, it offers extra benefits, such as:
- money back guarantee, after a certain time of use of the product / service
- free trial period
- accessible payment methods
- online support
Identify the main concerns of your potential client and work according to each of them.
This way you get to know some difficulties that the visitor has and show that they really matter to you.
That already makes a difference in relation to what many other brands offer.
Non-responsive landing page
Nowadays it is very rare for people to use only one type of device to connect and browse the internet.
The options are varied: cell phones, smartphones, tablets, computers … And digital platforms must adapt to each of them.
Inclusively, the mobile has already become the main instrument of access to the internet in the world.
So when opening your landing page on mobile, the user experience must also be positive and welcoming.
And that’s the reason why you have to invest in responsive web design and have pages designed for each version.
That update ensures you have greater visibility.
No SEO (Search Engine Optimization) applied to the landing page
Adding SEO (Searching Engine Optimization) value is excellent for giving visibility to your landing page and placing it in relevant positions.
This helps you appear on the first page of search engines. Which is very important, since 95% of people who use the internet do not go beyond the first page of Google.
And Google has very rigorous criteria to highlight content on the first page.
So, if you want to be among the first results, when they search for a keyword related to your offer, I suggest that you make adjustments to your content so that they comply with SEO rules.
I already wrote before about the best SEO techniques here on the blog. Ignoring such strategies will cost you many conversions.
Do not think about the first visits
Although your company has strategies aimed at disseminating your page to a well-defined audience, remember that many people will also parachute, without warning, half lost.
They are people who do not know exactly what your product is about.
Nor its advantages and benefits.
And you should not ignore the existence of that type of visitor and the possibility of conversion on their part as well. It is a profitable opportunity.
So think of a quick way to present what you offer.
For example, a short video.
Dedicate a space to clarify frequent doubts, and if possible, share the opinion of a specialist.
That gives your brand credibility .
Converting via a landing page involves a whole process of seduction.
And sometimes you must make a direct or indirect promise to your visitor.
What you offer must be attractive, and as extraordinary as it is, it is essential that you be sincere.
Don’t deceive your visitors.
And when I say that, I mean all kinds of deception.
Display false testimonies about the expected results.
Use the data you collected to send spam or sell email lists to others.
And fundamentally, not fulfilling what you promised.
There is no use creating a great page and offering fantastic solutions, if you do not honor the trust of your potential client.
When the person feels cheated, in addition to immediately leaving the page, they move away from your brand.
Because she no longer trusts that you can help her with what she really needs.
On your landing page you must act like a magician in the middle of the show: perform your performance without revealing the trick.
Although your audience knows that there is something behind everything, they want to enjoy the illusion created.
You know there is an intention to sell, but you want to savor the offer before accepting it.
The point is that the human brain needs to process new information efficiently, and for that, it ignores everything that seems repetitive.
If the way you placed your product makes it clear that it is a sale, the interest will not be so great.
The potential client becomes suspicious. And your language can both eliminate and reinforce that mistrust.
So you should write more persuasively.
Our mind needs this process to be carried out indirectly. You need the illusion created around the offer.
When you show desperation for the sale, you push your prospect away.
Well, he is going to focus only on the idea of how much you want his money.
The center of everything must be the solution to the problem, remember?
So it is important to think about how your message is being transmitted. Nothing to express hurry or anxiety for the sale, so as not to compromise the conversion.
The so-called “seller’s lip” does not have as much credibility.
Be a facilitator, a friendly hand for the visitor.
The more you invest in that image, the more you distance yourself from the seller figure.
It may not seem like it, but promoting has a lot to do with your landing page.
Ultimately, people need to know your offer and have access to your conversion page.
And you will achieve this by advertising on your site or blog, on social networks or by email, using newsletters or email marketing aimed at the launch itself.
By promoting you also place yourself better in the search engines.
Do not stop investing in that, if you want to guarantee a higher number of conversions for your page.
Do not follow up on results
To be successful at conversions, you must do the full job.
Follow up from start to finish.
There is no point in trying to create a wonderful landing page and not knowing what the results were that you got from so much effort.
How many leads did your page generate? Of the total number of visitors, how many converted?
Doing that analysis is very important to determine if your strategy is working or not.
And it even helps you better understand how your audience behaves. Also to identify what favors or disadvantages the seduction process.
Those are data that are used to polish your landing page or create a new one, about any other offer you want to make.
If you follow that path, you will constantly evolve.
It is not because they are common that you are also going to make those 22 mistakes in your business.
You should get to know each of them closely to get as far away as possible and not compromise your results.
Knowing how to identify them and find suitable solutions will help you grow even more within your digital marketing strategy.
Taking care of your pages increases the potential of each new offer and prevents you from spoiling all the work.
Stay tuned for the speed the page loads, ideally it should take less than 1 second to open it fully.
And also with the use of pop-ups so that they do not interfere negatively with the user experience.
Avoid distractions and be sure to invest in good images, titles and, above all, an attractive CTA.
Now that you know, put your hands on the dough and correct the mistakes, in case you have made them.
Remember that these details make all the difference in terms of the success and profitability of your business!
When are you going to get the ideas out of paper and make them come true? Have you already thought about creating your landing page?
If you already have it in mind, do you think there is something in this article that needs improvement?
Leave your comments and we’ll see you next time.