Landing pages are an extremely important part of online advertising because they help drive conversion rates and increase ad efficacy. And if you’ve ever run an ad campaign before, you know that your landing page is often the make or break factor for whether or not a user will end up converting.
You’d think that knowing how much is riding on a landing page would be enough to inspire amazing copy and design, and yet we still see very bad, sometimes awful landing pages all the time. More often than not, when I come across bad landing pages I typically see the same mistakes over and over again. The worst part is that these all-too-common mistakes are normally easy to avoid with a little effort on the front-end.
Don’t let your landing page be one that doesn’t inspire action from customers and ends up losing money. I’ve boiled these landing page no-nos down to a list of the 5 biggest offenders holding back conversions, so check to see if any of them are costing you.
The 5 Biggest Landing Page Errors to Avoid
- A Lame CTA Button
If you think about it, the entire purpose of your landing page is to push consumers towards a conversion. In order to make the jump from just being on the page to converting, users have to click on a call-to-action (CTA) button. So, if there are problems with the CTA button on your landing page, you’re essentially shoving users in the wrong direction.
Your CTA button should NOT be hard to find, an ugly or unappealing color, or surrounding by clutter copy or visuals. Rather, it should be clearly visible, an attractive, action-prompting color that the eyes of users will naturally gravitate towards.
- Unclear/Crappy Design
There are entirely too many landing pages out there with designs that don’t make any sense. Your landing page should be a direct reflection of whatever ad a user clicked on to arrive at the landing page, not a hodge podge of your business/product information.
If a user gets to a landing page and suddenly forgets what the purpose of the page is, you’re almost certain to lose the transaction. Instead, keep the design simple and focused on exactly what you want customers to do. Whether it’s putting information into a form field or making a purchase, let the design of your landing page reflect the end goal and nothing else.
- Slow Loading Page Speed
You won’t have to worry about getting a user to convert if your page takes too long to load. As I’ve said before, it takes 1/10th of a second to make an impression on users. If your landing page-or any page, for that matter- takes too long to load, it’s highly likely that your customers will bounce from the page.
Pages should appear to render instantly across all devices to avoid deterring users from the page. When users are on the page, they should be able to explore freely without any freezing or lagging load times.
- Aesthetically Displeasing
No users will take the CTA if the page encouraging them to do so is ugly. And in terms of landing pages, ugliness can mean a lot of things: too much text, bad typography, unbalanced colors, poor design, low-quality images, etc. Any and all of these things are aesthetically displeasing and turn customers off to the end goal.
When in doubt, always opt for the “less is more” mentality. Your landing page doesn’t have to have a pop-art color scheme or paragraphs of text to be effective among your customers. Rather, a pretty and tidy page with high-quality images, a balanced color scheme, and easy to read typography will draw users in.
- Too Many Form Fields
Something I see on a lot of landing pages is an excessive number of form fields. This is also a common hiccup in check-out processes that make users abandon their shopping carts. You can get the information you need from users without requiring them to fill in their birth date, blood type, favorite food, and whatever other unnecessary form fields are floating around out there.
Keep your form fields limited to the information you absolutely have to have from users, such as their name and email address, and save the rest for a later survey. It’ll keep the conversion process simple and uncomplicated for users, which will prevent bouncing off the landing page.