5 Common Landing Page Mistakes That Are Costing You Conversions
Landing pages are an effective way to improve your conversion rates and your conversion optimization efforts, but they’re not without their pitfalls.
If you’re making any of these five common landing page mistakes, you could be costing yourself conversions and potential revenue.
Check out this guide to learn how to make sure your landing pages are the best they can be!
Landing Page Mistake #1
Misaligned Landing Pages and Ads When a visitor clicks on an ad, it is imperative that they land on a page that speaks directly to their needs.
Make sure your landing pages are aligned with what you are promising in your ads.
They should match up seamlessly, communicating one clear message to your visitors.
As well, be sure to have clearly defined calls-to-action throughout every page of your website—but most importantly, have them on all of your landing pages.
Make them prominent so users can spot them immediately.
Landing Page Mistake #2
Lack of Value. Visitors must feel like your landing page is offering something valuable to them.
The last thing you want is for visitors to see your landing page and think, Meh, I could find that on Google. As a result, it’s important that you provide value without asking too much of your user.
Landing Page Mistake #3
Not using A/B Testing. This is probably one of the most important mistakes you can make with your landing page, and it’s a huge reason why landing pages fail to improve conversions.
According to MarketingSherpa, Landing pages with multiple conversion paths generated 12% more leads than single-path pages.
It’s easy to understand why: Users feel more comfortable making a decision when they have more options in front of them.
As such, making sure you’re A/B testing your copy and design elements is vital for creating effective landing pages that help you generate better conversions.
Landing Page Mistake #4
Copy that doesn’t match your headline. Copy on your landing page should match up with what you promised in your ad.
And don’t forget to check your call-to-action button labels.
A clickable CTA button is meant to lead users to one specific action, so make sure it represents exactly what they will get if they click it.
For example, don’t ask users to Get Results Now if clicking that button won’t bring them results—it needs to say Free Trial.
Anything else might confuse users and cause them to abandon their shopping cart or give up on filling out a signup form before hitting submit.
Landing Page Mistake #5
Lack of a Clear Value Proposition – Conversion Optimization If you’re selling a product or service on your landing page, offer a clear value proposition.
What makes your product or service better than all others? Be specific. Let people know how they will benefit from purchasing your product or service.
If you’re not offering any value at all, why should anyone care about what you have to say?
Being vague is only going to lead people to drop off faster, which means you’ll see lower conversion rates and make less money.