Common Landing Page Mistakes
Common landing page mistakes can be the biggest campaign killers for online marketers. These mistakes can result to poor conversion rates, thus low or even negative ROI. Just like any other methods of business communication, websites are supposed to link products to its buyers. Failure to convert page visits to the desired action calls the need for you to look into crucial details that could either make or break your landing page.
Landing Page Content: Guidelines in Writing the Text
You can easily make some common landing page mistakes in writing the content if you hastily go without second thought on seemingly trivial details. Some webmasters put in too much text in pages, placing too many distractions such as additional offers and navigation. Such distractions could take away your visitor’s focus from what you are actually offering. What your landing page needs to do is get your visitors excited about your offer so that they’d get excited enough to get more engaged and share their information.
You might easily commit some of the most common landing page mistakes, unless you follow similar writing guidelines like that written by Chuck Bankoff, some of which I am rewriting in the way I understood them so that I could share them to you, as follows:
- It is a BIG NO NO to write headlines which have multiple lines all centered because this can be very hard to read. When one reads many lines that are centered, the eyes would want to go back to the same point after reading each one, thus could be straining.
- Contrast can work better if you use dark text over light background, rather than vice versa.
- Use bold sparingly, only to place emphasis on words, and not to be used for readability.
To effectively engage your visitors, you can make maximum use of your headline and let it communicate what your visitors can get from your landing page. People’s attention spans can really be very short when surfing online. You have to position your landing page very clearly as possible, and one of the very best ways to do this is to make titles which are clear and straightforward.
Among the other common landing page mistakes include not having a clear action, not clearly describing your offer, or not explaining your offer’s value. If you miss out of these important details, your landing page will fail to achieve your goals.
Avoiding Common Landing Page Mistakes in Other Elements
Having at least a single image on your landing page can enhance your website’s message, as this can make your offers more interesting. Images can get your visitors engaged and people almost always like pictures. However, failure to place text caption under your images is also one of the most common landing page mistakes. People who are engaged with pictures would often read the caption more than the entire body of your text, and you should never overlook this. You can make use of the caption text to emphasize the value of what you are trying to offer.
Most website designers fail to place importance on Thank You Pages. Once a page visitor is done filling out the action landing page, you have to think more about what your users need to see. Instead of simple saying “thank you”, you can use this page to suggest the next action, thus helping your prospective clients stay connected with your organizations. You can use this page for next engaging actions like “Read our blog”, “Share this offer” or “Subscribe to this newsletter”.
Avoiding Landing Page Mistakes Banks More on Psychology than Technology
Common landing page mistakes can be attributed to the web designers’ lack of sense on how the users would use their page and what people’s habits are when surfing the internet. When people use the internet to look for something, they actually “scan” and do not really read everything that they see. Your role then as a land page designer is to make the most out of the short attention that people give on every page that they see online, get users hooked specifically to your content, get them engaged to what you are clearly presenting, and you are halfway in becoming a sure winner!