You drop the money from your wallet and it remains empty, whenever you make fatal mistakes when creating your landing page.
So, I suggest you stop everything you are doing right now and pay close attention to this article, before taking the next step in your digital marketing strategy.
I wrote the next few lines especially for you, who want to create good conversion pages.
With jaw-dropping results.
Because it is useless if you have a perfect product and/or service if you can spoil everything when creating your landing page with just one slip.
And your business can really go down the drain, if you’re not careful.
The point is that you may be missing details that are essential when it comes to attracting the attention of your audience.
And don’t think I’m talking about blunders, from another world.
Unfortunately, they are very common mistakes that prevent many entrepreneurs from having the expected result.
If you accessed this article, it is probably because you don’t want to be one of them.
The good news is that from now on, that will no longer be a problem.
Because here I will show you 22 fatal mistakes when creating a landing page so that you never make them again.
If you don’t want to waste a minute to have the ideal conversion page and get many more leads for your company, continue reading this article until the end.
Why you need to create a landing page
Before heading off to the 22 fatal mistakes, it’s good that you understand the importance of creating a landing page.
Landing pages are also conversion pages that drive your traffic when you want the public to take a certain action.
It is an essential element within direct response marketing strategies, with which you come into direct contact with your prospect, without depending on vehicles or social networks and their algorithms.
Remember that the impression is what remains.
Therefore, your landing page has to impress your prospect from the first moment.
There are several types of pages with different purposes.
They can have the purpose of making a sale, promoting a video, an electronic book, registering for a webinar, a newsletter, a tool…
There are many possibilities. It all depends on your type of business.
The landing page acts in the first stage of the sales funnel, responsible for guiding the user to the next phase.
Your main mission is to get the user to take an action in exchange for some means of contact (generally, their email).
Then, you go on to generate leads through that page, that is, you get to identify and prospect people willing to connect with your brand and receive what you have to offer.
That way, in addition to adding value to yourself, you still have the chance to get to know your audience better.
Those people become opportunities for your company.
With that contact, you can nurture a deeper relationship so that the prospect follows the journey to the bottom of the sales funnel.
Here on the KP blog I have already posted articles on everything you need to know to create an ideal landing page.
Even though there are great landing pages on Klickpages, I find that many companies still make the same mistakes when creating their own.
And that’s why I separated the 22 worst mistakes that can have catastrophic business consequences and kill your conversion rates.
If you pay attention to those details, you will avoid wasting time and money. Plus, you’ll eliminate the chances of mediocre results.
22 fatal mistakes when creating landing pages
You believe that you are doing everything correctly, managing to enchant your client…
… But when it comes to action, nothing happens.
It is already known that some errors can interfere with business performance and compromise profit.
Since here at Klickpages we are essentially working on creating amazing landing pages, I’ve already seen a lot of those mistakes up close and I know they can really sink your strategy.
And when it comes to mistakes, it’s always good to learn with others.
For this reason, I will show you, shortly, the worst mistakes before you put them into practice.
Take note so that you do not stop converting for mere nonsense.
1. It takes a long time to load the page
All the hard work you did to create your conversion page will be wasted, if people give up and leave before your page loads.
Every day that passes, the online experience evolves, the expectation of users about the loading time of the page also grows.
And many brands are left behind.
Pages that take more than five seconds to load have an approximate 74% withdrawal rate.
Which makes a lot of difference to most landing pages. Then the loading time becomes a priority.
When choosing the tool with which you are going to create your page, take into consideration aspects such as: page relationship, web cache, code and size of the site files.
Klickpages, for example, runs speed tests regularly to maintain a quality standard and even offers support in case there is an eventuality.
In addition to being a requirement of visitors, page speed is a ranking factor in Google’s search algorithm and in that of ads.
And for that reason you must be attentive to that point.
Ideally, it should take less than 1 second to fully charge.
It guarantees that you’re landing page loads in the blink of an eye.
2. Invasive pop-ups
Your prospect is reading your CTA – Call to Action, when all of a sudden… boom!
Do you remember that message that suddenly jumps onto your screen? Notice.
Pop-ups can be very useful and even help increase conversions. They are very good at guiding the visitor to finish the action.
But if they are not used with caution, they can affect the entire user experience.
Put yourself in the place of your prospect and look for the reasons why he can give up reading your content, or stop doing what you set out to do.
Invasive pop-ups or pop-ups that don’t make sense with what you’re offering, maybe that’s one of those reasons.
Therefore, they should not, under any hypothesis, divert attention from the final objective.
Always prioritize your CTA and the stages that are essential to ensure conversion.
Keep in mind that users can get out because of whatever barrier is put in front of them.
Don’t contribute to make that happen.
3. Make multiple offers
That is a classic mistake.
Many companies when making a conversion page, insert menus, links that lead to other articles or registration windows in different tools.
The 48% of landing pages contain multiple offers.
If you are within that statistic, you better check your strategy.
Be clear that the goal of the conversion page is to lead the user to take a specific action.
Choose the main offer and focus only on it throughout your campaign, until the moment of conversion.
To give you an idea, just by removing the menu option from your landing page, you can increase conversions by up to 100%.
Otherwise, you will be creating a competition within your own page.
If necessary, create other landing pages for the other products or services that you also want to offer. Or rather, save that for later.
Each objective has its own path.
4. Don’t go straight to the point
With a specific goal in mind, your mission now is to be compelling – and you have only a few seconds to achieve it.
Users decide, whether or not to continue on a site, in the blink of an eye (or 50 milliseconds, to be more precise).
On a landing page, you don’t want to go round and round.
In other words, your message should go straight to the point and convince visitors that you have something valuable to offer them.
5. Lack of proof
We are in front of a world of opportunities that you can apply within your landing page. Therefore, the possibilities are: hit or miss in your choices.
Most likely you will ask me: How do I know that I am choosing the right thing?
There is a simpler way than you think.
You can (the truth, you must) do tests.
All the optimization resources on your conversion page need to go through a test.
Size of titles, texts, arrangement of images and videos, types of CTA … all that.
Do not frame only a model that you saw from another brand and you took it as a reference.
Remember that not all cases are the same.
At Klickpages we do the A / B test, which is more or less like putting two models in front of the mirror and choosing between the two types of clothes to go out.
It is comparing the performance of one page and another.
Many times, one detail can be the difference between the success and failure of your landing page.
The more tests you do, the better for your page, for your results.
6. Lack of organization
If you don’t organize the content on your landing page, it can cause a lot of distractions.
By leaving the visitor confused, you are making it easier for them to decide to leave your page.
Therefore, it is good that you be attentive and never stop considering the user experience.
It is important that he can clearly see the objectives and benefits that your product offers him.
You will achieve this with a good management of the resources of your page, which must be willing to provide all the support that your potential client requests to find what they are looking for.
The organization of your page will make your visitor feel comfortable and focus on what really matters, until the moment of conversion.
Following that phrase that says “less is more”, here is what you actually need on your landing page:
- an offer
- a form
- An act
That composition is enough to convince your prospect and you don’t run the risk of using unnecessary distracting elements.
Use an attractive title, descriptive content, a cleaner design, navigability and color balance.
Beware of excess elements (and also their position). That the design is not confusing so as not to convey something too superficial or obvious.
Remove anything that does not reinforce the idea you are offering.
Thus, the action you want your client to take will be completely clear and legible.
7. Excess content
That content has extreme value when it comes to persuading the public is nothing new.
It happens that, on a landing page, you have to use it with measure.
Ultimately, filling the visitor with information can distract them before the CTA.
Talking too much, not looking at the right moment to call for action, or focusing on conversion, leads nowhere.
It only makes it difficult for the reader to notice what attitude to take in relation to what you are presenting.
Therefore, do not exaggerate in the amount of material that you present.
8. Do not use images
Your Landing Page needs visual resources to stand out.
The truth, you multiply the chance that your page will be seen. Simply because our brain processes images 60 thousand times faster than texts.
That means that your audience absorbs the information in a more practical way and in less time.
And also imagine how heavy it would be to see a page with only texts and more texts and then a button calling for the CTA.
You will not even have the security that your visitor reaches the end…
Because the chances of him getting bored and leaving are enormous.
But it is also not good to choose any image.
Since the perception of the user can be influenced positively or negatively by the images that you decide to use.
A neutral option is hardly going to arouse any reaction from the prospect.
So, we return to topic number 5: do tests to find out which is your best alternative.
9. Headlines without force
Drawing attention to your offer is the first step.
Do you remember I told you that you have a few seconds to do it?
Well, you cannot miss the opportunity to hook your visitor, time is short.
And for that, you need a good headline.
Take a look at Klickpages, for example:
The title must offer a real solution that will arouse the interest of those who want to improve their business in a practical way.
Always think of a stronger headline.
Improving this particular aspect leads to increasing your conversions.
10. Not having an attractive CTA
If you thought of every detail to create a great landing page, but didn’t end up with a powerful CTA, you can screw it up.
A compelling CTA should be out of the ordinary, highly persuasive, and have a great layout.
You need to activate the emotions at the exact point.
A too simple call can compromise the connection with your visitor and remember that your mission is to make him feel that he is in front of the answer to his pain.
The call that invites the most, the one that transmits security and confidence, is the one that will make him take the next step: pass on his data to you.
Think strategically about the position of your CTA on the page.
That element should be obvious, with attractive colors and represented by easy-to-view buttons.
The call has a lot of power over the outcome you want. It is important that the selection of the words also go through the necessary tests.
Make sure you are using consistent, exclusive, and suggestive language.
11. Links that go away from the target
Despite seeming to be a silly mistake, many brands got it wrong when it came to links within the conversion page.
And I do not mean the lack of attention itself. I speak of a strategic error.
First of all, links can be a distraction from the page. The ideal is not to have them.
But if it is strictly necessary within your proposal, be careful.
It wouldn’t be strange, if you were to access a page interested in an e-book, for example, and end up clicking on a link that takes you to the offer for a CD, right?
You might even like what you see on the other link (which I don’t see very likely).
But realize that you went off course, off target. And so, it will be more difficult to return to complete the action on the previous page. It is not true?
Linking to more than one product or different articles confuses your prospect.
Chances are that you give up looking for what you really need.
Therefore, the links should only be related to what you are offering within the landing page space.
In addition, it is recommended that the links be identified with the same name of the product.
12. Ask for a lot of information in the form
We already refer here to exaggerations and unnecessary things that only distract.
The same happens with the form, where you ask for the information of your prospect.
Hardly anyone will dare to answer a very long form.
What I suggest is: focus on what you really need, which is the contact information.
In my case, I always ask for the email.
It is also good to ask for the name for a more personalized attention. But do not ask for irrelevant information that may annoy you.
In addition to discouraging the visitor, you can steer them away from the conversion.
At other times, you can provide other content, and then ask for other references, if you consider it necessary.
13. Not having testimonials
A successful landing page is full of positive reinforcement to convince and please your prospect until the moment of conversion.
You can use the mental trigger of social proof.
It works like this: people are prompted to do what others are doing.
And they are more attracted to an offer, when they have good references that prove that it is a good deal.
That is why testimonials play an essential role on your page.
Until then, the person does not know whether or not they can trust you and what you are saying.
Having customers speak well of your company improves your reputation and promotes greater trust so that potential leads feel more comfortable with the brand.
Resulting in increased conversions.
Separate the most relevant comments from satisfied customers and show them to your visitor.
Look, they must be true testimonies, you hear?
They give your product the seriousness and credibility you need to convince.
Therefore, reserve a prominent space to place them.
14. Do not thank the customer
Not giving your user an answer can make them feel less close to the benefits than they should.
Always thank you for registering on your site.
I recommend that, after registration, the customer is immediately taken to a specific thank you page.
At that moment, show him your satisfaction in being able to help him solve his problem and take the opportunity to refer to how much your product or service will be of great use to him in his life.
15. No negligence with your client
No matter how good your offer or landing page is, people will have doubts when they take the action.
Ignoring those doubts is one of the worst mistakes.
First of all, you must show your audience that you have the solution to their problems.
Keep communication open and personalize your message.
If you are going the other way, you will lose conversion opportunities.
It is important to show empathy with your visitor’s need.
Put yourself in their shoes and think about the reasons that feed them distrust in relation to your offer.
And to help you make the decision, it offers extra benefits, such as:
- money-back guarantee, after a certain time of use of the product/service
- free trial period
- accessible payment methods
- online support
Identify the main concerns of your potential client and work based on each of them.
This way you get to know some difficulties that the visitor has and show that you really care.
That already makes a difference in relation to what many other brands offer.
16. Do not work with responsive design
Today it is very rare for people to use only one type of device to connect.
The options are varied: cell phones, smartphones, tablets, computers … And digital platforms must adapt to each of them.
Even the mobile phone has already become the main instrument of access to the internet in the world.
Therefore, when opening your landing page on mobile, the user experience also has to be positive and welcoming.
And that is the reason why you have to invest in a responsive web design and have pages designed for each version.
That update ensures that you have greater visibility.
17. Don’t use SEO
The SEO (Searching Engine Optimization) or Search Engine Optimization resource is excellent for giving your landing page visibility and placing it in relevant positions.
This resource helps you appear on the first page of search engines. What is very important, since 95% of the people who use the internet, do not go beyond the first page of Google.
And Google has very rigorous criteria to highlight content on the first page.
So, if you want to be among the first results, when they search by keyword related to your offer, I suggest that you make adjustments in your content so that they comply with the SEO rules.
I have written before about the best SEO techniques here on the blog. Ignoring such strategies will cost you a lot of conversions.
18. Do not think about the first visits
Even if your company has strategies aimed at publicizing your page to a well-defined audience, remember that many people will also parachute, without warning, half lost.
They are people who do not know exactly what your product is about.
Neither its advantages nor benefits.
And you should not ignore the existence of that type of visitor and the possibility of conversion on their part as well. It is a profitable opportunity.
So think of a quick way to present what you have to offer.
For example, a short video.
Dedicate a space to clarify frequent doubts, and if possible, make known the opinion of a specialist.
That gives your brand credibility.
19. Fooling visitors
Converting through a landing page involves a whole process of seduction.
And sometimes you have to make a direct or indirect promise to your visitor.
What you offer must be attractive, and as extraordinary as it is, it is essential that you be sincere.
Don’t fool your visitors.
And when I say that, I mean all kinds of deception.
Exhibiting false testimonials about expected results.
Use the data you collected to send spam or sell email lists to other people.
And fundamentally, not fulfilling what you promised.
There is no use creating a great page and offering fantastic solutions, if you do not honor the trust of your potential client.
When the person feels cheated, in addition to immediately leaving the page, they move away from your brand.
Because she no longer trusts that you can help her with what she really needs.
20. Talk like a salesperson
On your landing page you must act like a magician in full show: perform your performance without revealing the trick.
Although your audience knows that there is something behind everything, they want to enjoy the illusion created.
You know there is an intention to sell, but you want to savor the offer before accepting it.
The point is that the human brain needs to process new information efficiently, and for that, it ignores everything that seems repetitive.
If the way you placed your product makes it clear that it is a sale, the interest will not be so great.
The potential customer becomes suspicious. And your language can both eliminate and reinforce that mistrust.
This is why you should write more persuasively.
Our mind needs this process to be done indirectly. Specify the illusion created around the offer.
When you show desperation for the sale, you push your prospect away.
Well, he is going to concentrate only on the idea of how much you want his money.
The center of everything must be the solution of the problem, remember?
Therefore, it is important to think about how your message is being conveyed. Nothing to express haste or anxiety about the sale, so as not to compromise the conversion.
The so-called “sales pitch” does not have as much credibility.
Be a facilitator, a helping hand for the visitor.
The more you invest in that image, the more you will distance yourself from the salesperson figure.
21. Do not promote
It may not seem like it, but promoting has a lot to do with your landing page.
Ultimately, people need to know about your offer and have access to your conversion page.
And you will achieve this by disseminating on your site or blog, on social networks or by email, using newsletters or e-mail marketing aimed at the launch itself.
By promoting you also rank better in search engines.
Do not stop investing in that, if you want to guarantee a higher number of conversions of your page.
22. Do not follow up on results
To be successful in conversions, you must do the entire job.
Follow up from start to finish.
There is no point in trying to create a wonderful landing page and not knowing what the results are that you obtained as a result of so much effort.
How many leads did your page generate? Of the total number of visitors, how many converted?
Doing this analysis is very important to determine whether or not your strategy is working.
And it even helps you better understand how your audience behaves. Also to identify what favors or disfavors the seduction process.
These are data that serve to polish your landing page or create a new one, about any other offer you want to make.
If you follow that path, you will constantly evolve.
Start capturing leads with Klickpages today
You already knew then the most common mistakes that can crumble your conversion strategy.
To avoid them and create the perfect landing page for your business, the Klickpages tool is your best ally.
It is a platform specialized in increasing the opportunities that your visitor becomes a lead.
Observe the three basic steps to create your page, using Klickpages:
- Choose your model: know the high conversion alternatives proven by tests.
- Customize the page: edit the texts, colors and images, as well as hide the elements that are not useful.
- Publish: finally, you only need to publish your own domain, without additional hosting costs.
It is not because they are common that you too are going to make those 22 mistakes in your business.
You must get to know each one of them closely to get as far away as possible and not compromise your results.
Knowing how to identify them and look for suitable solutions will help you grow even more within your digital marketing strategy.
Taking care of your pages increases the potential of each new offer and prevents you from wasting all the work.
Keep an eye on the speed at which the page loads, ideally it should be in less than 1 second to fully open it.
And also with the use of pop-ups so that they do not negatively interfere with the user experience.
Avoid distractions and do not stop investing in good images, titles and, mainly, an attractive CTA.
Now that you know it, put your hands in the dough and correct the mistakes, in case you have made them.
Remember that these details make all the difference in terms of the success and profitability of your business!
When are you going to get ideas off paper and make them come true? Have you already thought about creating your landing page?
If you already have it in mind, do you think there is something in this article that needs to be improved?
Leave your comments and see you next time.