First things first, what is a landing page? A common definition of a landing page is simply any page on which a visitor might land.
According to Google analytics, it is “the page through which visitors enter your site.” However, more specifically, a landing page is a web page that includes a submission form and its purpose is to capture visitor information.
3 Common Landing Page Mistakes That Come Up Time and Time Again
Looking to optimize your landing page? The wealth of information on the web can be overwhelming.
You may want to improve your conversion rate, however, there is a lot of conflicting information on your Call to Action (CTA) buttons, copy, and overall design. You may want to just build a simple landing page with a submission form and hope it turns out fine. Nevertheless, even the most beautifully designed pages can be failures when it comes to conversion.
1. Not Showing Your Product or Service
This may sound like a no-brainer, but this is the #1 mistake in landing page design. Humans aren’t just visual learners but also visual consumers. They become more interested when seeing what they are buying.
For instance, let’s say you offer a service to design bridal cakes. Your landing page may have a modern design and engaging content but if you fail to include examples of your work, your web visitors are less likely to want to hire you.
What bride would hire a cake designer for her big day without first seeing the cakes themselves?
If your potential customers can’t imagine themselves using your product, they will not see themselves buying it. This is called Context of Use and it helps customers to envision the product within their lives. Making your product relatable will convert visitors into customers.
The best design decision you can make for your landing page is show your product loud and clear. It should be the star of the show!
2. Not Explaining Your Product or Service
One of the most important functions of your landing page should be to educate your prospective customers. You should never assume your website visitors know the product when they reach your landing page. Some visitors may not be familiar with your company, your product or your purpose. It is the landing page’s job to fill in those blanks.
For example, let’s say we reach a landing page to purchase tickets for a world peace seminar called One Love. The page may include hundreds of words in the text describing the event but never actually specifying what the event actually is. They may include CTA buttons such as “Register Now” or “Purchase Tickets.” However, a visitor that is not familiar with One Love, is much less likely to purchase tickets without proper explanation of what the event entails.
You don’t want your visitors to be making a huge effort to guess what your product is. Just explain it!
When you are so used to dealing with what is going on within your company, it’s easy to forget how it is viewed from the outside. So the rule of thumb to avoid this mistake is to treat your potential clients as if they know nothing about your company.
Explain what you have to offer, how you compare to the competition, and how your product can improve your customer’s lives. Also, include an opening headline that mentions exactly what you are about in a few words.
For One Love, that could be “One Love: The world peace seminar that is revolutionizing the planet!”
3. Excessive Descriptions and Text
Now, we just covered the importance of explaining your products and services to your potential customers, however, you need to keep it short and simple. Overwhelming copy can just drive away web visitors and is another common mistake in landing page design.
The hard truth about consumers is that they want a product and they want it fast. Nobody wants to read through lengthy paragraphs when they reach a landing page.
A common trap when explaining what you have to offer is to over-explain. You may think your business is too complex to explain quickly, but with the right wording, any description can be shortened and do the job.
Stick to focusing on the key points of your service and provide visual examples. Any easy way to do this is to come up with your Unique Value Proposition (UVP). This is a clear statement that describes the benefit of your service, how you are solving your consumers’ needs, and what sets you apart from other similar businesses.
There are many ways to design your landing pages but if you avoid these frequent mistakes, you are on the way to improving your conversion rate. Simply including images of your products or services is a great visual catalyst to your customer’s’ journey. Explaining what you do can facilitate understanding. And lastly, keeping your descriptions minimal and to the point will keep visitors interested without driving them away. Avoiding these common pitfalls to landing page design will ensure conversion rate success!