Your landing page is the first thing people will see when they hit your website. You need to make sure it's crafted to perfection if you're going to encourage people to move on and continue their journey down the sales funnel. Without a great landing page, you're going to run into trouble.
But what are the biggest landing page mistakes you can make? This guide is going to introduce you to five dumb mistakes companies make with their landing page.
Not Having Enough of Them
Did you know that 62% of businesses have six or fewer landing pages in their arsenal?
That's a mistake because you should really have a landing page for every single campaign. Every campaign is different and they always come with different goals. You will always get better results by having more landing pages than most other companies.
Of course, lots of bad landing pages will make little difference to your prospects, but lots of good landing pages can completely turn your business around.
Placing Multiple Links on the Landing Page
The whole point of a landing page is to leave your target market with two choices. They can either follow the link on the landing page or they can click away from the browser. There are no illusions as to what you want. The problem is some companies will place multiple links and buttons on their landing pages.
It's like having more than one call to action on a sales page. You're confusing your target market and splitting the effectiveness of your landing page. You could find half of your audience going in one direction and the other half of your audience going in another.
Good luck trying to manage all that.
Failing to Use Visuals Correctly
One landing page mistake you want to avoid at any cost is just having a wall of text. Remember that at least half of your audience will be viewing your landing page on a mobile device. They don't have the time or the inclination to read through a long essay on this or that.
But a video or an image can say thousands of words in a matter of seconds. Using great royalty-free images and a clever video can engage your target market and encourage them to click through.
Stick to an image and/or video with a little piece of text. Minimalism is the best approach for anyone who's focusing on encouraging people to do what you're asking. Less is more.
Your Page is Slow
There's nothing worse than a slow page. Take advantage of the Google page speed test tool to check your page speeds. This will indicate how long it takes for your site to load. It will also give you a grade and some recommendations for how to improve page load speeds.
This is critical because for every second it takes for a page to load it increases the chances of people clicking away. The faster your page loads the better. Furthermore, Google can and will penalize your website if your load speeds aren't good enough.
So how do you go about improving page load times?
It's a matter of reducing the amount of content on the page and compressing the files you're using. Make sure your code has been condensed correctly and look at the differences. But as a general rule you should follow the tips given by Google.
You Didn't Test
You never know whether you have the best landing page until you start testing. The best companies have had hundreds of landing pages in their time because they've constantly tweaked things. Split testing your landing pages will ensure you have the best combination of features.
One of the worst things you can do is settle for one landing page and just go from there. If you're not testing you're not optimizing your page for your target market.
This is by far the most time-consuming part of the process.
Last Word - Making the Perfect Landing Page
Crafting the perfect landing page is all about being able to address the needs of your customers. Make sure you're following through on the promises you made in the ads that sent them there in the first place. Test out different layouts and formats and see how people respond.
You'll soon discover what your target audience wants through the numbers. Look for trends and make time to reflect on your analytics.
What do you think is the biggest mistake people make with landing pages?