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5 Landing Page Mistakes

by oagece
16 replies
Im going to keep it short but i would like my fellow warriors to fill in what they think is most important for each mistake i list so we can all get new ideas

1. BAD HEADLINE

2. USING THE MAIN HOME PAGE AS A LANDING PAGE

3. A DISCONNECT FROM THE AD AND THE LANDING PAGE

4. POORLY DESIGNED FORM

5. CALL TO ACTION BELOW THE FOLD
#landing #mistakes #page
  • Profile picture of the author icoachu
    OP, thank you for the great share. I've added my reasons from PERSONAL EXPERIENCE why the factors you mentioned lead to BAD CONVERSIONS.

    1. BAD HEADLINE

    Confusing headline. It doesn't clearly filter the audience based on NEED. It also doesn't go directly to WHY people should pay attention to what you have to offer.
    From my experience, this element's impact on conversion is 50%

    2. USING THE MAIN HOME PAGE AS A LANDING PAGE

    Different people click on ads for different reasons. They are at different stages of the KNOW-LIKE-TRUST conversion cycle. Unless your home page does an amazing job of acting as a ONE SIZE FITS ALL filtering system, its better to correlate the ad or content you use to draw traffic with a landing page that speaks to the SPECIFIC STAGE of the conversion process the viewer is in. Example: if you draw traffic using content that focuses on the LIKE stage, the landing page must build on the theme of WHY THEY SHOULD LIKE YOU MORE and earn their trust to push them to the TRUST stage. It shouldn't go back to the KNOW stage or STAY on the like stage.
    From my experience, this element's impact on conversion is around 30%

    3. A DISCONNECT FROM THE AD AND THE LANDING PAGE

    If you are using graphical ads, make sure the graphics/font and formatting is the same between the ad and the landing page. Also, the EMOTIONAL POSITIONING of the text must be the same or similar.
    From my experience, this element's impact on conversion is 30%

    4. POORLY DESIGNED FORM

    Besides confusion, poorly designed forms have too much FRICTION. The more info you ask, the less likely the prospect will sign up. Make your form as SMOOTH as possible by making it single optin and it should only ask for an email address (if possible)
    From my experience, this element's impact on conversion is 50%

    5. CALL TO ACTION BELOW THE FOLD

    CTA is important but if the landing page is well-designed, even having a CTA way below the fold is fine. Remember: a good landing page is all about SEDUCTION. You're trying to seduce the prospect from the KNOW stage to the LIKE stage to the TRUST stage
    From my experience, this element's impact on conversion is 10% (if that)
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    • Profile picture of the author oagece
      Originally Posted by icoachu View Post

      OP, thank you for the great share. I've added my reasons from PERSONAL EXPERIENCE why the factors you mentioned lead to BAD CONVERSIONS.

      1. BAD HEADLINE



      From my experience, this element's impact on conversion is 50%

      2. USING THE MAIN HOME PAGE AS A LANDING PAGE



      From my experience, this element's impact on conversion is around 30%

      3. A DISCONNECT FROM THE AD AND THE LANDING PAGE



      From my experience, this element's impact on conversion is 30%

      4. POORLY DESIGNED FORM



      From my experience, this element's impact on conversion is 50%

      5. CALL TO ACTION BELOW THE FOLD



      From my experience, this element's impact on conversion is 10% (if that)
      GOOD POINTS !
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    • Profile picture of the author EverestOnlineMarketing
      OP made a good list, but icoachu did us a huge favor by fleshing it out. Thanks for sharing the helpful information
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    • Profile picture of the author st0nec0ld
      Originally Posted by icoachu View Post

      OP, thank you for the great share. I've added my reasons from PERSONAL EXPERIENCE why the factors you mentioned lead to BAD CONVERSIONS.

      1. BAD HEADLINE



      From my experience, this element's impact on conversion is 50%

      2. USING THE MAIN HOME PAGE AS A LANDING PAGE



      From my experience, this element's impact on conversion is around 30%

      3. A DISCONNECT FROM THE AD AND THE LANDING PAGE



      From my experience, this element's impact on conversion is 30%

      4. POORLY DESIGNED FORM



      From my experience, this element's impact on conversion is 50%

      5. CALL TO ACTION BELOW THE FOLD



      From my experience, this element's impact on conversion is 10% (if that)
      Can you enlighten me on using home/main page as landing page??
      I mean what should I be using??
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      • Profile picture of the author icoachu
        Originally Posted by st0nec0ld View Post

        Can you enlighten me on using home/main page as landing page??
        I mean what should I be using??
        Here are the steps I've used recently as part of my efforts to REHABILITATE a site's traffic.
        I started the analysis at the GREEN ARROW stage below. After the structural changes, the effect is the RED ARROW



        NOTE: I did several things but these are the steps in the rehabilitation that are MOST RELEVANT to your question.

        Step 1: Check out your REF stats. Where is your traffic coming from? Can you trace which specific pieces of content or which links are sending the traffic to your home page?

        For statcounter users, check the CAME FROM and RECENT CAME FROM stats.



        Step 2: Study the sources and figure out the following:

        Would people coming from that page or clicking on that ad link be interested in:

        knowing more about a niche?

        Already know the niche but like a particular solution?

        Already prefer a solution but is likely looking for a specific provider?

        Step 3: Correlate the sources to different landing pages

        People who want to KNOW more about a niche are impressed by MASSIVE DETAILED INFORMATION. Send them to a landing page that gives them a wide range of INFO regarding your niche. This can be a HOME PAGE but it has to be LAID out into different sections that CLEARLY OUTLINE subniche areas and concerns.

        People who are looking to LIKE a particular solution are impressed by COMPARISONS or CASE STUDIES.

        People who already prefer a SOLUTION TYPE are looking for a specific provider. Here you lay out why YOUR solution is the best for their needs.

        Step 4: Change the link destinations of your existing content or links - IF NOT - create new content or links on those traffic sources and link to the CORRELATED pages above.

        Step 5: Make all roads lead to conversion

        KNOW pages should lead to LIKE pages

        LIKE pages should lead to TRUST pages

        TRUST pages should lead to LANDING/SALES pages.
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      • Profile picture of the author rCaliente
        Originally Posted by st0nec0ld View Post

        Can you enlighten me on using home/main page as landing page??
        I mean what should I be using??
        Prospective customer's view:
        Why using the home page is a mistake is not JUST about where a person is in the buying cycle. That is important. It is about getting directly to the content they clicked and came for.

        Your home page (except a single product site) will have navigation and general phrasing trying to catch and direct all visitors to where they should go. This only causes confusion as to why they came and what they should do next. Confused minds don't act, they close the window.

        Marketer's view:
        You want to maximize conversions. Sending them to a tightly focused page that delivers on the ad's promise get that conversion. Conversion means taking the action you want them to. That can be filling out a form, buying, or even just moving to the next phase of the cycle. Less moving parts means less possibility for failure. Skip the homepage and send ad traffic to where they can take action.

        The next reason why you send ad traffic directly to a landing page is tracking. Tracking your results lets you know what to do more of (what's working) and what to stop (what's not).

        I say "ad" because every form of promotion you can do is an ad. It doesn't matter if it's ppc, a guest post with links, a social media post with a link to your blog post or capture page, etc. All have a cost involved if it is even just your time. You want to maximize your ROI on all of your efforts. You can't improve what you don't measure. And that's why you track.
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        • Profile picture of the author icoachu
          Originally Posted by rCaliente View Post


          I say "ad" because every form of promotion you can do is an ad. It doesn't matter if it's ppc, a guest post with links, a social media post with a link to your blog post or capture page, etc. All have a cost involved if it is even just your time. You want to maximize your ROI on all of your efforts. You can't improve what you don't measure. And that's why you track.
          Agree 1000%. This can't be emphasized enough.

          In fact, I go one step further. EVERY COMMUNICATION YOU MAKE ONLINE-whether it has your link or not is a BRANDING OPPORTUNITY. Your most powerful SALES CONVERSION asset is a TRUSTED BRAND. Don't squander that opportunity by posting confusing or low value information.

          Credibility is the key to sustainability and high conversion levels.

          How to build credibility?

          Give people what they are looking for. Add value to their lives.
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          • Profile picture of the author RealCasher
            Originally Posted by icoachu View Post

            How to build credibility?

            Give people what they are looking for. Add value to their lives.
            I agree.

            If you seek to really help and add value to your clients/customers lives, making serious money won't be a problem.
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            • Profile picture of the author oagece
              Icoachu and the rest thanks for all the replies and added on advice !
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  • Profile picture of the author rosario1990
    Very crucial details you have given buddy. Thanks
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  • Profile picture of the author Xochitl Shat
    Thanks for your valuable information. Many of us love to feel that if only we're able to only get people to the web site, the merchandise and wonderful web site design might like magic , convert the website visitors into customer. Here is some common mistakes, hopefully you can avoid making them.
    * Having a Navigation Menu
    * Don't Make Your Landing Page Headline Bland
    * Without having any Preview with the Products
    * Do not get Murky Within How you Reveal the significance of your Offer
    * Without having a 2nd Offer or perhaps CTA about the Thank-You Page.
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  • Profile picture of the author DavePlus
    Creating a good landing page is almost like creating a piece of art I think that it is very important to focus on a single goal instead of giving the visitor too many options. In case of landing pages, less is more.
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  • Profile picture of the author IMhelper
    Thanks @icoachu it make sense!
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  • Profile picture of the author Frank Donovan
    Originally Posted by oagece View Post

    1. BAD HEADLINE

    2. USING THE MAIN HOME PAGE AS A LANDING PAGE

    3. A DISCONNECT FROM THE AD AND THE LANDING PAGE

    4. POORLY DESIGNED FORM

    5. CALL TO ACTION BELOW THE FOLD
    6. USING THE TERM "LANDING PAGE" WHEN YOU REALLY MEAN "SQUEEZE PAGE".

    .
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  • Profile picture of the author selfdisciplineacademy
    They are all big mistakes..

    #2 is probably the biggest, however it depends what your home page is like..

    #4 isn't too bad. Actually ugly landing page usually convert the best

    #5 can dramatically decrease optins (Not many people scroll)
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  • Profile picture of the author kursat
    These days you must have your LPs and designs responsive. So the overall look and feel of the Landing Page has to be considered when designing the responsive look. Just making the graphics smaller to fit screens will effect opt-in rates.
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