The 7 Most Common Landing Page Mistakes You Should Avoid at All Costs

What Are Landing Pages?

If you have been on any website online, you know that there is more than one page on a website. Each webpage has its own purpose in providing optimum user experience so as to amplify profit. A landing page, in particular, is a web page that directs the user to a certain action or purpose as promised in the main content. For instance, if your home page content is based on the services you provide, a landing page CTA on this page would direct your customer to access those services.

Every landing page has a single purpose and these act as follow-up pages for the user’s following action. There are two kinds of landing pages. The first one has a click-through format from one of the other web pages, while the second one includes registration pages or free trials that are used for lead generation.

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Why Are Landing Pages Significant?

Now that you have a good idea about what landing pages are, you can comprehend how important they are for conversions. Using landing pages enhances your business growth as it is an effective SEO strategy. Since landing pages focus on serving a single purpose or action, most users find it convenient to get redirected to these pages. Then again, certain factors determine the conversion rate from landing pages. The true effectiveness of a landing page stems from proper optimization.

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The Seven Most Common Landing Page Mistakes to Look Out For As a Web Developer

As a professional web developer, you should know about the common mistakes committed while developing landing pages for websites. Given below are seven of the most common landing page flaws that drive away traffic from your website.

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Too Little Landing Pages

The number of landing pages a website has influences the success rate of an online business. While some businesses make use of only a single landing page, statistics prove that a higher number can lead to better conversions. This is primarily because each customer might have different intent while visiting your website, depending on the services you provide. So, when you provide more landing pages for easy action, the user experience improves, thereby ranking you higher on SERP.

So, it is always a clever idea to make use of different landing pages according to different conversion goals. An ideal number to focus on could be between 10 to 15 landing pages. You can also include separate landing pages for each step of your customer’s journey on the website.

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Low Page Speed

Page speed is another determining factor for the success of an online venture. This term refers to the time a particular page on your website takes to load once a user clicks on the link. Statistics state that over 50% of users quit the action if the page takes more than 3 seconds to load. This is not at all surprising since people today have little time or patience for slow-loading pages.

Read Also: Why Page Speed is Important to Attain Rank

So, a low page speed can drastically reduce your chances of visibility even if you have great content, well-optimized web pages, or extend amazing customer service. Optimize the page speed of your loading pages by making use of ideas like using a faster hosting provider, using web caching and testing your page speed regularly.

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Poor or Inadequate CTA

If the business website is like a massive offline store, CTAs are the navigation signs that direct you to the right location inside the store. CTAs are crucial on a website to direct the customer toward the conversion. If this factor is so important, there are certainly some necessary points to remember while developing and placing them on the landing pages. First of all, bear in mind that too many or no CTAs on the page will naturally cause loss to your site. Therefore, stick to one or two relevant and actionable CTAs.

Secondly, while developing the CTA, make sure to use a design and font that stands out from the rest of the content on the page. It should also make use of generic words that are short but catchy and informative for the user to act upon. Finally, it would be best if you took special care to ensure that the CTAs you place is valid. The last thing you want is for a user to click on a CTA to find out that they do not lead to a destination as promised.

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Excessive Distractions

You can use as many landing pages as needed, but make sure to optimize each with minor distractions. The landing page should have a singular purpose for which the customer visits the page. Distractions such as unnecessary messages, pop-ups or similar elements can divert customer focus and affect conversion. So, ensure that the landing page has only relevant information related to the action concerning your product or service. In addition, it is best to include only CTAs that are absolutely associated with the page’s intent on the landing page, as indicated earlier.

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Cluttered and Inappropriate Copy

What you include as information on the landing page, including the headlines, is quite influential in how the audience responds to it. Preparing an organized copy that provides relevant and concise information to the user will create a positive impression. You have to also take special care in ensuring that the copy is accurate and authentic. Grammatical and formatting errors might affect readability as well. Make sure that the content on the page is easily readable, relatable and can be done reading in about a minute because that’s the most a user can afford to spend on a landing page.

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Overlooked Mobile Optimization

Since almost 90% of global internet users prefer to use the internet on their mobile devices, it goes without saying that each website needs mobile-friendly landing pages. This is also why mobile optimization is one of the most critical SEO steps for the successful management of online ventures. Give meticulous attention while optimizing the landing pages for mobile devices in case of design, navigation and responsiveness. The preferable idea is to stick to single-column layouts. It is also clever to use white space extensively and restrict the content on the page to shorter paragraphs.

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Poor Personalization

Finally, it is necessary to talk about personalizing the site experience for the user. Your main target should be user experience, and the better you can relate to them and personalize the site according to their requirements, the more revenue you can earn from the business. First, understand what your target audience needs using effective SEO practices such as keyword research and competitor analysis. Then, upon realizing the customer’s needs, make necessary inclusions on your landing pages that appeal to their concerns. For instance, providing a privacy policy is something that will help your customer trust you better.

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Final Words

All things considered, effective optimization of your landing pages for these points is mandatory to ensure steady growth in your online business. Since a landing page plays a vital role in conversions, web developers need to be careful in looking out for these common mistakes that are likely to happen occasionally. Looking closely, every online marketing strategy revolves around understanding what the customer needs and optimizing the website accordingly. This is applicable for landing page optimization as well.

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