5 Landing Page Mistakes to Avoid

Jul 21, 2021 - By Marya Kazakova

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You have created a Landing Page, written an e-mail letter, and waiting for new clients.

You are confident that your site is beautiful, and your letter is informative.

But visitors don’t convert. Why?

While you’re appreciating the boost in traffic, you’re not reaping the benefits of conversion. The bounce rate is high and your campaign is going to waste. Often the culprit in such cases is due to a poorly designed landing page. We’ll recognize the biggest landing page mistakes and ways to resolve them.

Let’s take a look at how we can fix common issues and turn these leads into added business and prevent landing page mistakes.

Why Aren’t Landing Page Visitors Turning Into Customers? 

First, let’s refresh a few basics before we dive into converting our leads. A specific page for an email marketing campaign delivers a few benefits a home page does not, namely:

  • Highlighting offer specific content;
  • Reducing escape routes (removing navigation elements);
  • Delivering a call to action;
  • Focusing on specific user behavior.

So, unless you run a single-page website, you’ll have to create a dedicated landing page for every single campaign. Moreover, you’ll have to make sure your landing page is designed to quickly grasp users’ attention.

According to a survey that was recently conducted by the Nielsen Norman Group, most users spend an average of less than a minute on a page. If you do not interest them at this time, they will bounce. The same goes for the letter. But you need to interest the visitor in 13 seconds, not in 59.

The main reason for losing customers is the inability to keep users’ attention which prevents loss lead. We may not notice design or content flaws of our page but sometimes small changes can help improve visitor engagement and interest.

Below, we will discuss the main reasons that cause visitors to leave a page or not visit at all. If you conduct an in-depth analysis and find an error, you’ll be surprised that with a few adjustments, you will reduce the bounce rate and generate a lot of new clients quickly. 

Also read: 10 Email Collection Strategies Explained

Proof Your Newsletter

It’s far too common to focus on the big picture and pull the trigger too soon without putting effort into details. Does your newsletter contain typos? Are all relevant graphics included? And always click on the link you’ve placed in the communication to ensure it points to the appropriate landing page.

Also read: Email Newsletters: The Ultimate Guide with Best Practices

Page Content Doesn’t Meet User Expectations

At this stage, two problems can arise:

  1. Inaccurate content. For example, in your letter, you promise to offer a discount on smartphones. And after clicking on the link, users get to the main page containing general information and no information about smartphone discounts. The results are frustrated users who now view your site as untrustworthy. Therefore, be sure to check links and content for relevance.
  2. A lot of text – don’t do it. People perceive pictures 60 thousand times faster. Users are looking to satisfy a need and don’t want to read a novel to accomplish their goals, don’t make life difficult for them.  Let images do the talking and the text on the Landing Page should be informative and short. The page should only contain what the visitor wants to know about the product or service.

Bad Landing Page UX/UI

Main CTA elements on the Landing Page doesn’t work or are incorrect 

Landing pages should be simple, intuitive, and scannable. Clear the space to let your campaign do the talking. Strip down any unnecessary navigation elements, buttons, or other widgets. Visitors should be able to instantly pull out product features and benefits to make a decision. Also, be sure to place a call to action such as an ‘Add to cart’ feature to assist visitors and prevent common landing page design mistake.

Optimal page load speed

Conversion directly depends on the page load speed. Let’s give an example. A user became interested in the email and wanted to go to the site. If the Landing Page loads quickly, the visitor can become a customer. If the Landing Page takes more than 5 seconds to load, your potential customer will instead go to competitors. 

Reduce image and video weight and prioritise landing page optimization. This way, you will achieve high loading speed even with slow Internet connections.

Best possible navigation

Poor navigation on the landing page spoils the visitor’s opinion of the company. Many links will confuse clients and only offer frustration. 

Do not use visual elements that do not provide the user any value about further actions. Also, don’t embed navigation links all over the page. Additionally, don’t hide your main navigation links in the text.

Be sure to make your navigation logical, intuitive, and easy to understand. Try to group all the elements in the center of the page. If you wish, you can add a special menu with links.

Also read: How to Build Your First Email List (8 steps for Best Start)

Remove Ads from the Landing Page

Pop-up, blinking, and full-screen ads on your page look spammy and will anger your visitors. You can keep one ad unit, test it first and then decide if this brings you benefits. But remember, that it will not only cover the content that initially attracted the visitor, but also Google won’t like it. Also, avoid ads that take up more space than your content.Using ads can be a great way to make money. But to increase the retention rate and lower the bounce rate, cut your ads.

Using ads can be a great way to make money. But to increase the retention rate and lower the bounce rate, cut your ads.

Tips & Tools to Prevent Bounce

When we are creating a landing page and a newsletter, each of us hopes for a quick and high-quality result. How to achieve it?

Also read: Hard bounce vs Soft bounce in Emails (with Expert tips)

Audit Your Landing Page via SEO tools: UX/UI, Page Health Parameters

While email marketing and SEO have different approaches for bringing potential customers to the needed page, some SEO hacks and tools should be used for optimizing your landing page. One of the secrets is to utilize website analysis tools like Se Ranking, and here are the benefits of using such software:

  • Website SEO audit tool can help improve the user experience
  • SEO competitor and keywords research tools can help with better understanding user intent and find hacks that your rivals use
  • The On-page checker can help spot issues like poor readability of the landing page’s content

These processes do require a bit of time, but are necessary, and to be done consistently to ensure landing pages are optimized for the best results. The SEO landscape is always changing and many companies hire dedicated SEO specialists to keep up with changes to ensure pages are always optimized.

Also read: Best SEO Tools in 2021

Landing Page’s Heat Map

Heat maps are a great feature to understand how users behave on your landing page. There are many tools on the market to help analyze user behavior and determine the sections of your landing page that are generating the most activity. With an effective heat map analysis you’ll be able to determine if certain images or site controls are attracting activity and which areas are being ignored, allowing you to investigate the causes.With them, you will find out which areas are of interest to customers, and which items need to be removed. 

Lucky Orange, for example, analyzes the behavior of visitors on the site. They will tell you how many clients did not pass beyond the second screen or, conversely, reached the end of the page as well as what CTA elements have the better performance among your users.

Encourage support team to evaluate customer objections 

Good customer support can be a great asset for your site. Not only for solving issues, but also for mining data, so use it fully. At times it may be beneficial to work with the support manager to analyze customer feedback on new products or promotions.

Is there a steady complaint with how a product or service works? Are customers reporting certain features they value the most? This information is vital to put together future campaigns. 

How to create a great Landing Page?

Create a Landing Page using the AIDA strategy:

  1. A — attention;
  2. I — interest;
  3. D — desire;
  4. A — action.

Be sure to define your target audience. It will tell you how to arrange the blocks of the Landing Page and what content should be. 

Think about the purpose a visitor went to the page, what is the purpose of purchasing a product or service. This will help think through the text and put pressure on solving the buyer’s pain.

This article surely will help you to avoid landing page mistakes

Marketing campaigns rely on having solid landing pages to back the campaign up and convert leads into new business. With the right tools and strategy, you’ll be able to analyze your pages, determine areas of opportunity and design your pages as a resource to solve customer’s needs.

So be sure to offer relevant landing pages that are consistent with your marketing campaigns and above all, ensure your pages are easy to follow and service the needs of your visitors.

About author

Marya Kazakova, Head of Outreach at SE Ranking. She likes sharing her experience in outreach marketing, link building, content marketing, and SEO with readers.

Follow her in Linkedin.


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