Landing page mistakes can seriously cripple your email marketing efforts. I know. I’ve been there.
Your landing page – or lead capture page – is the front door to your email list. This is where the game is played. If someone loves your landing page, he may subscribe to your list. If not, you may lose the subscriber. Clearly, it’s important to spend time making sure it’s awesome.
Don’t let these landing page mistakes rob your awesome product of the success it deserves. As you design your lead capture page, avoid these mistakes that are proven to kill conversions and cost you money.
Cluttered Landing Page Content
This is one of the more common landing page mistakes I see from people starting out. You’ve designed a great product, and you’re excited about the possibilities. But, in an effort to convince your potential subscriber, you cram way too much info into your landing page.
Resist that urge.
Keep your design simple and easy to follow. If it doesn’t need to be there, keep it off your page. It’s better to err on the side of minimalism instead of crowding out what your visitors really want to know.
Landing page headlines should be designed to grab attention and keep people engaged. They should encourage your visitor not only to look but to keep reading. Don’t throw a few words into a blender and hope for the best.
Remember, your goal here is to encourage action. In order to get to that action, you need to keep attention.
This is something that even the best marketers in the world flub every now and then. It’s important to test various wordings and phrases to see which convert best for your product and target audience.
Write your headlines in your own voice. They shouldn’t be unnatural or forced. These are also perfect spots to insert your SEO terms for that extra Google machine juice.
No Unique Selling Proposition (Or a Crappy One)
Another horrible landing page mistake is forgetting to tell your visitor what makes your product so special.
Look, it’s no secret that the web is full of subpar, under cooked products. There are loads of them. What makes yours any different? What makes what you’re offering a must-have?
Every visitor to your landing page is asking those questions – even if subconsciously. If you don’t have a great answer, you won’t get a subscriber. That’s proven.
This is your main selling point. If that’s not part of your landing page, you’re making a pretty big mistake.
Of all the jobs your landing page has, its most important is this: convince visitors that your product rocks. If it doesn’t do that, something is very wrong.
Weak or Missing Call to Action
The second critical job of your landing page is to convince your visitor to take some kind of action. This is an essential part of your conversion machine.
Once you’ve convinced your visitor that your product rocks, you need to ask him to do something – whether that’s making a purchase or filling out a form. Some action needs to be taken.
This call to action should be clearly visible and obvious. Play with color options to make sure your CTA stands out from the rest of the page. It needs to be obvious and give off that can’t-miss “click me!” vibe.
But further, it needs to be in plain English and easy to understand. Make sure your reader clearly understands what you want from him. Don’t leave him guessing. Your call to action should use clear action words asking for an action.
No Product Benefits Listed
Subconsciously, your visitors will be thinking, “what’s in it for me?” What benefit does your product offer?
No, I don’t mean what’s in your product. This a major landing page mistake many people make. Don’t tell me about your product. Tell me what your product can do for me. At the end of the day, that’s what your visitor cares about. What can your product do for him?
No Social Proof
Social proof is one of the best subconscious motivators on your landing page. This can include reviews, Facebook comments, like counts, etc. Simply put, visitors want to see that other people have interacted with and liked your product.
Makes sense, right? Don’t we do the same thing when we are looking at making a purchase? We’ll read reviews and see what others are saying before we spend the money.
Even if your product is free, make sure people are seeing proof. Why? Because it works. According Moz, 67% of consumers state that reviews have an impact on their purchasing decisions. In other words, not using social proof is a pretty serious landing page mistake.
Confusing Opt-In Forms
Forms are great for capturing information – like names and email addresses. But they can cripple your conversion rate if they’re overly complicated or complex. This is a pretty common landing page mistake: asking for too much information using forms that are too complicated and messy.
Nothing kills conversions like poorly designed opt-in forms. I don’t care how awesome your product is. If your form sucks, so will your conversion rate.
I typically ask for no more than a name and email address – if that. Anything more, and people won’t fill out the form. Really, for two reasons:
1) A name and email is quite a bit of personal information by itself.
2) If I ask for anything more, the form looks terrible and starts to fall into the “too complicated” category.
Keep your forms simple, clean, and easy to understand. Don’t make this landing page mistake.
Make sure your future subscribers knows he is signing up for an email list. Near your opt-in form, you should clearly state that this sign up form is for an email list, and more emails will be sent in the future.
If you don’t do this, you can count on some users complaining when they start receiving emails from you when they – as far as they know – never requested any such messages.
This is actually one of the key reasons people unsubscribe from email lists.
Learn to Avoid These Landing Page Mistakes
Landing page mistakes can hurt what could have been an otherwise successful project. It doesn’t matter how great the inside of the house is if no one wants to come in through the door. Your product might be fantastic, but if your landing page sucks, you can forget getting the subscribers you want.