A major aspect of a marketing campaign’s success depends on a website’s landing page; it really does have an impact that massive. After all, first impressions may not be a defining characteristic of an individual, product, or service, but they do make a psychological impact.
Every company aims to create a landing page that not only looks good but serves its primary purpose of converting a visitor into a user.
In this blog, we’ll go over common landing page design mistakes and how to fix them.
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What is a Landing Page
For better comprehension, let’s first go over what constitutes a landing page. The term should give away some of its secrets. It is the webpage where a visitor lands and performs a desirable action, which can be to sign up for a newsletter, become a member of a service, or simply make a purchase. It is a tried and tested technique for lead generation and has been used ever since the advent of digital marketing as a concept.
Landing Page Design Optimization
The problem is many-fold; there isn’t a singular issue that is observed when analyzing landing page designs. Before addressing the issues observed with landing pages, it is best to understand what their optimization does. Since landing pages are a marketing tool, their primary goal is to increase the conversion rate. If a landing page is convincing visitors to perform a desired action, it is already doing its job well.
However, gaining a competitive edge is what helps a business thrive, and optimizing landing page designs, via several methods such as A/B testing, user feedback, etc., potentially gives a major boost to their business as it can increase sales and revenue by generating more and better leads.
Commonly Found Landing Page Mistakes and Their Solutions
Now, let’s address the elephant in the room which is what issues are observed in landing pages and how best to fix them.
Nobody likes a Cluster
Ever tried finding something on an unorganized desk? Nobody likes that experience due to how overwhelming it becomes and, simply put, how annoying it feels. If your landing page has flashy images and text, the user might just miss out on your call-to-action (CTA). Simplify your design and make the landing page not feel overwhelming.
Weak or Missing Call-to-Action (CTA)
Speaking of CTAs, your call-to-action is what initiates the conversion process. Consider the CTA to be like your opening line; it has to be strong and clear. A weak or unclear CTA ends up being a missed opportunity. Traditionally speaking, a CTA includes action-oriented words such as “Get Started,” “Get in Touch with Us,” or “Claim Your Offer” to persuade the user. It’s best to keep the CTA in clear sight. An experienced landing page designer would know the perfect location for it by taking into account all other variables.
Slow Load Time
A slow landing page feels like a drag to use and frustrates visitors into leaving before they can even see your offerings. Your landing page designer ought to optimize your images and use lightweight design elements, as well as consider using a content delivery network (CDN) to speed up load times for users in different locations. In the age of high-speed internet and low attention spans, an individual casually surfing through the internet won’t stop to check out your website if it doesn’t load quickly.
No Trust Signals
One of the most common landing page design mistakes is assuming your visitors will trust you. The internet is a big place, with both good and bad actors. Without trust, visitors will not feel comfortable converting into customers. Add proof of your credibility and provide them with the comfort they require. This can be achieved by including testimonials from happy customers or displaying logos of well-known brands you’ve worked with. If applicable, add security badges to show your page is safe.
Unfocused Design (Too Many Goals)
Being the jack of all trades isn’t the strategy to follow here. Your landing page designer should have a clear agenda in mind and not try to accomplish too many things at once. Have a clear goal, with each landing page having one main action for users to take. If you’ve got multiple offers, it’s best to create separate landing pages for each of them, or you must tackle the issue of CTAs artfully.
Not Seeking Professional Advice
Many times, businesses, both old and new, have a solid idea for a landing page design but lack the tools and skills to translate the image in their head into a reality—into a functioning and effective landing page design. That is where tying up with a professional digital marketing agency becomes the go-to strategy. Since building effective landing pages is a digital marketing agency’s expertise, they’ll incorporate the best practices that have proven to improve conversion rates, as well as help you avoid the usual pitfalls.
Conclusion
Landing pages are intricate pieces of art that require a strong attention to detail and a deep understanding of psychology and design. Avoid these mistakes, make the visitor’s journey a smooth and simple one, and spread trust tokens throughout. Fix the chinks in your digital marketing armour, and you could potentially see higher conversion rates and stronger results for your business.
About the Author.
