Landing pages are one of your most important lead generation tools.
But despite all the design guidelines and best practices, many marketers are still making landing page mistakes that end up sabotaging their results.
For instance, a recent survey found that over 40% of clicks for B2B companies are directed to a homepage, rather than to a dedicated landing page. That’s a huge problem because a landing page relevance is a key determinant of your Quality Score.
To that end, if paid traffic is directed to a homepage or a poorly designed landing page, all your lead generation efforts might be fruitless. But if you can fix these 5 landing page design mistakes, you’ll start seeing the results you deserve.
Mistake #1: Slow Page Speed
Your landing page speed determines whether a lead stays or bails.
In fact, experts agree that speed has the largest impact on landing page performance. According to Aberdeen Group research, a 1-second delay in page load speed decreases customer satisfaction by 16%, page views by 11%, and conversion rates by 7%.
What’s more surprising is that 74% of people will abandon a site if it takes more than 5 seconds to load.
As such, it doesn’t matter how well-built your landing page is. If its loading speed is wanting, you’ll have lost the battle before you even get started.
Mistake #2: Bad Visuals
Does your landing page make visitors want to stay? It all depends on the quality of your visuals.
An astute move to make potential leads curious for more info is to provide persuasive visuals. For example, if you’re in the real estate business, your real estate landing page should have at least one large, high-quality image of a modern house with top-notch features.
A lack of images or clear graphics on a landing page makes your products or services look mundane and uninspiring. And don’t forget that interactive content is on the rise.
Mistake #3: Not having a Responsive Design
Did you know that over 55% of all online traffic originates from mobile devices?
Google takes site responsiveness very seriously. In 2015, they launched an update–the Mobilegeddon update that penalized websites that were not mobile-friendly.
And just when we thought the Mobilegeddon era is over, Google rolled out the much anticipated Mobile-First indexing update. This update means Google is now using the mobile version of your content for indexing and ranking.
With such updates in place, if your site and landing pages are not optimized for mobile, your SEO rankings, which affect your lead generation and conversions will be jeopardized.
Mistake #4: No Clear Call to Action
A call-to-action (CTA) is basically a line, text, or image that prompts your visitors to take action.
On a landing page, your CTA should ask your visitors to make a purchase, download an e-book, subscribe to an email newsletter, etc. The problem is; that some marketers place multiple CTAs on one landing page that steer visitors away.
Poor CTA placement is also a problem. Some marketers put the CTA too far down the page such that it becomes difficult for visitors to notice it.
Mistake #5: Not Having Enough Landing Pages
Your site should have as many landing pages as possible.
According to HubSpot, companies with more than 40 landing pages get 12 times more leads than those with 5 or less.
We hope this guide will enlighten you on how to design a landing page that sells. Feel free to comment and share