How To Avoid These 5 Little-Known Landing Page Mistakes
A good landing page design is a well oiled machine where every element has its own, specific function.
Most people already know the most common basic mistakes when it comes to landing pages:
- Screwing up the headline,
- Talking about features instead of benefits,
- Using cheesy stock images.
Then there’s another type of landing page mistake (little-known mistakes)…..
- Mistakes that might not seem significant at first.
- Mistakes that will have you scratching your head wondering what’s wrong.
In this post from Robin Geuens , (guest blogger at Firepole Marketing and a copywriter who loves to make your landing pages convert better) …….You’ll discover 5 of these little-known mistakes.
After reading this post, you will know how to spot them and what to do with them….
The 5 Little-Known Landing Page Mistakes You Must Avoid
Mistake #1: Failing to Optimize Page Load Speed
- Did you know that a landing page that takes 3 seconds to load converts 20% less leads than a landing page that takes 1 second to load?
- Page load speed is one of those things that entrepreneurs and small businesses don’t pay a lot of attention to.
- They spend ages making their landing page design look good, but they don’t consider making it faster.
- After all, is waiting 3-5 seconds for a page to load really that big a deal?
- Unfortunately, yes.
- When people have to wait, you lose money.
- You can find out how well your page is doing by going to Pingdom and typing in your website’s URL.
- Try to get it between 1 – 3 seconds and you’re good to go.
Mistake #2: Wrong Use of Color
- Picking the right color is important.
- It’s part of what you are communicating, but it’s also very easy to waste time on it and get lost in all the details.
- If you’re struggling to find colors that work together, I suggest using a tool like Color Scheme Designer
- When it comes to landing pages, color has two main functions:
- Set the mood
- Draw the focus
- Setting the mood is more about what certain colors mean.
- Take a look at your own landing page design and decide what element you want to draw attention to.
- Hint: usually it’s the headline and call to action!
Mistake #3: Bad Call to Actions
- Calls to actions – CTAs for short – guide your visitors to the next step on your website.
- It’s the bridge between traffic and conversion.
- People often assume that their visitors know what to do when they get to a page on their website.
- The truth is, if your visitors are even a little bit confused about where to go next, they’ll probably leave.
- A simple way to find a good call to action is to complete the sentence “I want to ________”.
- For example:
- I want to…
- Learn More
- Get a Quote
- Download My Free Copy
- Stay Updated
- All of these are good because they are descriptive, non-threatening, and beneficial.
- Call to actions like “Subscribe”, “Sign up”,and “Submit” all sound like a potential trap.
- If your visitor “subscribes,” they run the risk of being spammed.
- They don’t know what’s going to happen next.
- You want to make it as clear as possible what you want your visitors to do
- That way confusion is avoided and your visitors take action.
Mistake #4: Having Too Many Ways Out
- Think of your landing page as a bucket filled with traffic.
- Every link is a hole in your bucket causing your traffic to leak out.
- The only hole you want to have in your landing page is your CTA.
- This will give your visitor only two options: leave or go on, yes or no.
- This can lead to a nice bump in conversions.
- If you have an offer that is worth sharing (usually something temporary like a sale or a special offer), then you can consider using social links on your landing page.
- If it’s a regular offer I’d move the social buttons to the thank you page.
- Someone who just bought your product is more likely to “like” your Facebook page than a random visitor.
- I suggest trying out different things and seeing what works best.
Mistake #5: Not Keeping Up With The Times
- Mobile internet usage is becoming more and more important.
- In fact, 2014 is the year where mobile internet usage is starting to overtake regular computer-based internet usage.
- You’ve probably encountered this before.
- You use your mobile device to go to a website, but you can’t read a thing because all the letters are so small that you have to zoom in to read it.
- You see something that looks interesting so you try to click (touch) it.
- Instead of going to the right page you go to the wrong one because you didn’t tap the link in the right place.
- Unfortunately, this is the hardest problem to fix.
- There isn’t a quick and easy way to adapt your landing page design to mobile.
- It needs to be built with mobile in mind.
- This means using themes or templates that are built using responsive web design.
- All it really does is check what type of device you are using and adjust the page accordingly (font size, image size, page structure…)
You’ve put a lot of work into your landing pages.
- Make your site load as fast as possible.
- Use color to highlight the right things.
- Use call to actions that complete the sentence “I want to ______”.
- Watch how many links you put on your landing page.
- Keep them focused on your message.
- Keep your mobile customers and leads in mind.
In the end it’s all about making it easy for your visitor to take the action that will benefit both of you.
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To Your Success,