Building an adequate landing page that serves your objectives is not an easy task. There are a lot of factors that influence conversion rate on a landing page.
To help you better understand what’s wrong, here are 6 common mistakes when it comes time to develop a landing page:
1. No clear goal
One of the main errors when creating a landing page is to not have a clear goal on what it is that you want to achieve. Many companies tend to create their pages without defining their goal, and how they want to accomplish it. They create a page just because they can, and there’s no goal besides that.
A landing page must be capable of, clearly, showing what your goal is.
For that to be possible, your value proposition must be clearly defined. With an attractive value proposition, you’ll make the visitor interested in your product or service. This can be used as a declaration of interest and make clear what you expect from the visitor and how you hope to accomplish it.
Don’t be afraid of showing your intentions. If you want the visitor to buy, you must lead him to do so. If you want the visitor to register, you must tell him where to register, etc. Each page has one specific objective for the client. Clearly define that objective and you’ll have more success.
2. Extensive value proposition
Another of the most common mistakes made in landing pages is that the value proposition is too extensive. Normally, a lot of ideas are taken into consideration. That leads to a bad final selection where the visitor is facing a lot of ideas and doesn’t know which one to follow.
The objective of a landing page is the conversion of the visitor. The conversion might happen by buying something, by registering for something or anything else, but it must be clear. If your value proposition leads to misunderstandings, you are losing leads. Your landing page should specify what’s his one objective and go all in on it.
For each value proposition, you’ll need to create a different landing page. A proposal, a landing page, is the best way to guarantee that your visitors will not get lost by the content that you wish to communicate. Focus your efforts so that your visitors understand what you’re saying.
3- Too much content
As we said before, the landing page must be a page that gets to the point and explains the content the visitor will find. You must be capable of accomplishing your goals without the need for a lot of content.
The mistake of having a lot of content in the landing pages comes from bad design. It is indispensable to know and decide what content you should and shouldn’t put. That way, it is possible to create a design that allows every content of the landing page to be understood with a simple glance.
4- Bad form design
On the landing page, the central point of conversion is the form. The form is the element responsible for converting visitors into leads.
If your form is not optimized, all the time spent designing and creating your landing page will be all for nothing. The form must be a visual element, attractive and simple. If it doesn’t accomplish these 3 requisites, it will be an element with flaws.
Your form should include all the necessary fields. It should gather data from your potential customer at the moment, obtaining as much information as possible. After that, you should use that information in your marketing actions, whether that’s e-mail or SMS marketing. The more information you have in hands, the more options you’ll have to elaborate a marketing plan according to your leads.
Although it is correct that the more data you have the better the sales process is, it is also correct that your form will not work if it has too many fields to fill. For that reason, it’s better to choose those fields that are indispensable and cut the rest. Create techniques that allow you to capture the rest of the information on future occasions. This way, the leads will not feel the usual burden they face when they are before an extensive form and could complete the fields without worrying. With this in place, capturing leads is much more organic.
5- No flashy elements
Your landing page must be attractive, appealing and be an element that convinces the visitor since the very first moment. If there isn’t an anchor element, that is capable of capturing the interest of the visitor at first glance, it will be very hard for your page to work.
The flashy elements are ideal for your landing page. Employed in the right measure, they can help you capture the visitors' attention. The vivid colors and images are some of the most used resources. Opting for a design that combines the effectiveness of the flashy elements with the less appealing elements is the key to success.
But be careful, don't take this to an extreme. A big mistake is to fill the page with flashy elements. The human being tends to not measure and is capable of going from no flashy elements to a page full of it.
Build your landing page wisely. The objective is to have one or two elements that are able to capture the attention of the visitor. These elements will be able to keep the visitor on the page and make the conversion.
But still, they can be elements that give more relevance to the page. These elements are, usually, complemented by other elements or by the information. They must capture attention, set yourself apart from the competition, have an attractive design and say “I’m here”. Your brand and your reputation depend on the decision you make with the elements you have at your disposal.
6- Lack of connection to social media
Nowadays, landing pages can’t avoid not having a connection to the world. Social media is the most important element of connection there is since it’s in them that most of your potential customers are.
Your landing pages should have a connection to social media. Allowing your users to share the content of your landing page in social media is key. It’s about making this content accessible to your users. If your leads have the opportunity to share your landing page on Facebook or LinkedIn, you’ll have more chances of capturing more clients.
Social media is also a way of contact that you need to work with your clients. Social media allows you to establish another way of reaching them. In them, you’ll find the participation of your clients, besides being able to promote your landing page through the ad platforms.
Using social media, understanding how they work, finding out their secrets and using their value on the landing page is key. When it comes to landing pages, one of the biggest mistakes would be to discard the help that social media provides.
With Closum, you can get your landing page with a completely personalized design, and avoid worrying about getting all the best practices correct. All our templates are optimized to be used on desktop and mobile devices. The performance will not be something you have to worry about.
You will also have at your disposal a platform to manage all the contacts you get from your landing page. This way, the process of converting leads to customers becomes much easier.