Common Landing Page Mistakes

Avoid these 7 common landing page mistakes to increase conversions.

We’ve addressed everything from the benefits of landing pages to how to build high-converting landing pages.

Now, we’ll tackle the most common mistakes you can make that will affect your conversion rate.

Common Landing Page Mistakes

Common landing page mistakes: Slow page load speed
Image by Brad Neathery via Unsplash

1.    Slow speed

If your page loads slowly, know that you’re going to lose prospects along the way. Namely, those who are impatient and know they’ll find other options if they just click ‘back’.

Here are a few statistics to reinforce why page load speed is so important:

  • 47% of customers expect a webpage to load in 2 seconds or less (Source: CloudFlare)
  • 40% of visitors abandon a website if it takes more than 3 seconds to load (Source: Neil Patel)
  • A 1-second delay in page load time results in 11% loss of page views (Source: HubSpot)

2.    You aren’t grabbing attention instantly

Remember that people have a short attention span. If your copy is weak, your design lackluster, and your images leave much to be desired, then you’ll have trouble keeping visitors on your landing page.

For the best results, seize attention with a winning headline then follow up – build on it – with engaging copy.

Increase conversions with high-impact, high-converting copy!
Work with me to land more leads and boost your sales. 

3.    Too many distractions

A landing page has a singular goal, which you won’t achieve if visitors get distracted. Distractions mean that visitors are less likely to do what you wanted them to do because there’s so many other things to steal their attention—or turn them away.

What would we consider distractions? Things like this:

  • Too many fonts
  • Differing calls-to-action
  • Walls and walls of text (and it’s not properly structured)
  • Multiple links to click on
  • Several exit routes

To drive visitors to take a specific action, limit the distractions.

4.    Where are the benefits?

Prospects are all wondering one thing: What’s in it for me? If visitors can’t tell, then they’re not going to take action.

Want to increase conversions? Make sure you’ve made the benefits of taking action – subscribing, buying, and signing up – crystal clear. Otherwise the prospect will look elsewhere.

5.    You’re making visitors think too much

The visitor’s journey towards the call-to-action and what comes next should be seamless.

If a visitor ends up thinking “now what?” then you’ve probably lost a golden opportunity to acquire a lead or land a sale.

In other words don’t be ambiguous. And don’t be afraid to ask for what you want.

Make it clear what people should do on the landing page and ensure that every element is leading them in that direction.

6.    Your landing page isn’t mobile ready

A lot of business takes place over smartphones / mobile devices these days. If your landing page hasn’t been optimized for mobile – for example it loads weirdly or it is difficult to read – then the visitor will leave.

This is a perfectly avoidable loss, so make sure you choose mobile-friendly designs / templates and that you don’t forget to develop a mobile version.

7.    You publish and then forget about it

Setting and forgetting is a great way for your conversions to remain stagnant. To improve the landing page’s performance, you’ll want to run tests, adjust, and then test the changes again.

A successful landing page requires effort and that includes finding the right configuration for higher conversions.

Experiment with colour, word choice, placement, image selection, and component placement to see which version results in more conversions.

Pro Tip: Adjust only one element at a time otherwise you won’t know which item was the driving factor behind the changed performance.

For more of this series on landing pages, check out the following: