47 Mammoth Landing
Page Mistakes You
Need To Avoid

Cynthia Meyer
Cynthia Meyer
Content Marketing Manager
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You feel regret and remorse.
You want to undo time and opt for a different choice. Whyyy did you do that?
Landing page mistakes are awful and can of course cost you many dollars and emotional woes.

Well shoot, worry no more about your landing page mistakes.
We’ve gotchu covered.  
In a world of best practices, top how-tos and do-it-this-ways, I pulled together a comprehensive list of massive mistakes to avoid, some that others have made, and some that we’ve made here at KlientBoost with our landing page design.
In drumming up a sheet of don’t-dos you can reference, you should be able to save dollars and steer clear of some time-wasters (and regrets). I’ve broken the info into four chunks:
Design, Messaging, Image and Testing.
Read with caution - here are the 47 mammoth landing page mistakes to avoid:

Landing Page Design

Landing Page Mistake #1: Removing Form Fields

Why would you want to increase the length of a form to multiple pages?
Asking your audience for intrusive information (like their contact information) upfront and too soon will create a threatening experience for them and they’ll just bolt.
There's a better chance of getting your audience to complete the personal contact info fields (which are the most important fields) by moving these requests to the last steps and on a multi-page form. Warm up your audience first.
Not getting the goldilocks-just-right form length can be a huge mistake. Our very own PPC and CRO enthusiast Johnathan Dane has this down.
He explains in his multi step landing page post: How to go from a one-step landing page with three fields (name, email, and phone) to a two-step landing page with seven fields and the result was a 214% conversion rate increase.

The thing to do: create a multi-step landing page that starts off asking for non-threatening information first and make it relevant to what the user is searching for.

This could be as simple as a zip code or a spec about their project.
The next page fields (if needed) have a mediocre level of threat, and the final page has the highest threat level where you finally ask for the contact info.
Here’s another example from our webinar with Unbounce:

Screen Shot 2016 09 19 at 8.34.16 AM
Those are big differences.


Multi-step landing pages work well for lead gen PPC campaigns because they create an initial
micro conversion, decreasing the chance of scaring off your audience right away.
Typically, once we enter a choice to commit, even if a small tiny commitment, we're more likely to continue with that commitment.

Landing Page Mistake #2: Not Using Geographic Granularity

Of course, not all the locations you target perform the same, and some areas may be costing you more per conversion.
But how do you attack specific locations to better control your costs?
Drill down and create new campaigns with bid modifiers targeting the state or even city level.
You can access your AdWords location reports by going to your Dimensions tab, clicking View and then User Locations.
Here’s a snap of how you can add in negative bid modifiers at the state level:

state bid modifier
How are your locations performing? - image source

But that’s just on the PPC level. What about the landing page side?
Engine Ready shows us higher conversion rates happen when local numbers are used instead of toll-free 800 numbers.

800 numbers
People want to feel that you’re local - image source

Landing Page Mistake #3: Missing Keyword Specificity

Another way to have your landing page become instantly more relevant, is to show continuity with the keywords a visitor is using to find your landing page. You have the ability to look local, relevant and real to your visitors.
What you can do is use dynamic text replacement (DTR) within a landing page tool like Unbounce to bolster your message match between keyword, ad, and landing page to grow your conversion rates.
Tailor your message even more and use specific dynamic text in your ad copy, button copy, and also your title, keywords and description on the landing page.
Unbounce has “How To” vids on dynamic text replacement and Marketizator also has their own “How To” rendition on dynamic text replacement for usage outside of Unbounce.
The best thing is that DTR helps you consolidate your landing page testing without spreading visitor data points too thin.
This helps you have one page that’s specific to different keywords, which will in turn help you reach statistical significance quicker in your testing.
Not to mention, and when used correctly, DTR helps improve your quality scores from AdWords.

Landing Page Mistake #4: Not Using Hidden Field Sales Tracking

Are you generating leads or demos/trials for your SaaS product with your landing pages?
Then ask yourself this: You know that AdWords and/or Facebook works for your business, but do you know which audiences and keywords within your PPC accounts are actually generating money?
Be sure to take advantage of Google’s ValueTrack parameters and use hidden fields in your landing page forms to capture PPC identifiers that are coupled with the conversion information.
This applies to lead generation and SaaS companies (if you’re an eCommerce site, the conversion = the sale, so this doesn’t apply).
When you have something like hidden field sales tracking hitched to your landing page, you can uncover all sorts of hidden gems, like when a lead comes through and converts, where they came from, where they’re located, what keyword they typed in, landing page URL, and numerous other pertinent insights.
But what do you do with this info?
Tie it back to your sales success.
Go into your CRM and pair that with your PPC account to find out what you actually spent on the converted keywords that turned into sales and make your ad dollars go further.
You now have the option of being more aggressive on the keywords and audiences that are actually making you money.

Mistake #5: Call-To-Action Threat Levels Are Off 

As mentioned in Mistake #1, it’s important to shoot for the micro-conversion.
A way to make sure you’re getting that micro-conversion (in your multi-step form with more fields, winking face wink) as quickly as possible is to test your call-to-action (CTA) threat level.
Are you asking for your visitors to do something that doesn’t align with their conversion intent?
This could be asking for people to request a free consultation for your law practice, even though that visitor came from a cold display ad. See the disconnect?
We want our visitors to go from ice cold to lava hot, which means having the right conversion intent and conversion threat combo. Here’s what we mean:

ppc intent and threat scale
Are you matching your CTA to where the visitor is coming from?


The thing you have to think of here is: are you changing your CTA to match where the visitor is coming from?

If your CTA is too threatening to your visitor to convert on, then consider lowering that threat to a different offer.
This is one of the bigger things preventing marketers from successfully being able to use different PPC channels.

Landing Page Mistake #6: Not Mobile Responsive, Mobile Dedicated

Shanelle Mullin at ConversionXL wrote an excellent blog post that responsive design is not mobile optimization.
We’ve fortunately gotten to the point that we understand the importance of being able to use a website or landing page on a mobile device, but have we ever thought of having a dedicated mobile-only experience?
Intent, distraction levels, and behavior are all different when you go from desktop to mobile, so why would we think that we can have the same type of info and goals on both devices?
As Talia Wolf from Conversioner and Banana-Splash.com states:

“Though responsive design is much better than having to ‘pinch-and-zoom’,
it isn’t an optimized experience for mobile visitors.
At its core, responsive design makes the desktop experience look good on mobile,
but it doesn’t address the specific needs of mobile visitors.”

Communication tool Slack, is a great example of dedicated mobile experiences, like their “Lost Password” screen:

slack mobile ux 240x426 1
Simple and beautiful - image source

As Shanelle states: “Creating a responsive design and calling your landing page or site 'optimized for mobile' is a cop-out.”

Landing Page Mistake #7: Only Using One CTA Path

Believe it or not, having multiple ways to convert around the same CTA sometimes works better.
Since you’re using landing pages, there’s a good chance you’d be interested in speaking with your prospect right away. This means that you shouldn’t just rely on form conversions.
Allow the phone call or chat to be initiated as well.
Simply having a phone number on your landing page has been shown to increase conversions rates, even if no one ever calls it.
In addition to that, you can use clever chat greeters to ask a simple question that’s quick to answer for your visitors. This is something we frequently do for our clients to grow the conversion volume.
And the reason is simple: different visitors are in different stages of their decision making cycle. Some want to continue to stay anonymous while others are ready to work with you.

Landing Page Mistake #8: Your Clutter

You’re not using your white space design concepts and you have too much clutter on your page.
This could also contribute to causing a distraction from your CTA.
Apple’s iPhone landing page is a good example of how to use whitespace, from Instapage’s 3 Reasons Why Awesome Landing Pages Often Use White Space blog post:

iphone landing page
Wait, this isn’t the new iPhone - image source

Not only can it help increase conversion rates. But it leads to easier readability, better experience, and happier visitors.

Landing Page Mistake #9: Your CTA Isn’t Obvious

Don’t let your most-important element on the page, your CTA, get lost in your design.
Not enough color contrast between the CTA button color, font and background could also be the issue.
Unbounce’s Oli Gardner has a great Landing Page Sessions Episode 12 on how to make a button stand out.
He fixes a client’s landing page button by using affordance and color contrast concepts:

Button colors are easy to test, but are you doing more? - image source

Landing Page Mistake #10: You’re Asking For Too Much

Whether you’re asking for too much info in a form or if you have too many CTAs on the page, don’t ask for too much and all at once.
Make things super easy and simple for your visitor and don’t give them too many things to think about.
Broken record: focus on the one goal with extra clarity. Here’s a quick stat of why people ditch out on sites. Process taking too long takes up 21% of the explanation:

Are some of these happening on your landing page? - image source

Landing Page Mistake #11: Crappy Readability

Just as people don’t want to read through too much info (unless it’s enticing and valuable), they’re not going to read stuff that’s not easy on the eyes.
Examples of this readability mistake:

  • Your words go on for too long across the page
  • Your font and background colors don’t contrast enough
  • Your type font is too small or not legible because of the typography style
  • You have too much text (refer to mistake #2)

In his Landing Page Sessions, Oli Gardner claims in Episode 7 the optimal width of paragraphs is between 60-75 characters.
He also advises another client to turn their bulleted list into readable segments laid out next to each other.
Readability can be tested in many ways, and the way you present your copywriting has a huge impact on your conversion rate potential.
Peep Laja breaks down his nine steps on improving readability here.

Landing Page Mistake #12: Bad Typography

This one speaks to readability (mistake #11), matching personality (mistake #32), and knowing your audience (mistake #34).
Make sure your fonts match your audience’s personalities and avoid those mismatches.
We wrote an in-depth post on landing page fonts and how it can be your secret CRO ingredient.
A company called ClickLab decided to run a test only on the typography before running any other test and decided on the treatment below:

Click Laboratory tested their client website s font on its CRO 800x190
So simple, yet so impactful - image source

Exit rate decreased by 19%, bounce rate decreased by 10%, and conversion rates increased by 133%.

Landing Page Mistake #13: Slow Load Time

Although you may think you’re doing some cutting edge stuff with your design, you may be sacrificing speed and usability for looks.
Avoid another scare-off and don’t have one of those landing pages that takes too long to load. People won’t stick around.
From Kissmetrics’s How Loading Time Affects Your Bottom Line infographic:

load time
How fast is your landing page? - image source

Kissmetrics’s 3 Landing Page Mistakes Sabotaging Your ROI blog states:

“One of the most common speed issues we see deals with images. They’re too big. There’s too many of them. Their file size is 3GB each even though it’s only being used for a 150x150px box.”

Also, be wary of background video elements that could be slowing you down.
You can test your current page speed with Google’s PageSpeed Insights.

Landing Page Mistake #14: URL Dead Ends

No need to explain this one. Be sure to test your URLs to make sure it links to the place you intended. Follow the whole pathway of the user experience yourself prior to launching.
This means looking at places like your Privacy Policy or Terms of Service links to allow people to also convert directly from those pages.

With too many links on your landing page, options and distractions become available and you run the risk of losing your CTA and your goal.
Here’s another Unbounce unforgiving critique example of too many links, with a 60:1 attention ratio - eek!

Screen Shot 2016 09 15 at 12.09.09 PM
The simpler, the better - image source

When people clearly know what you want them to do, they usually do it.

Landing Page Mistake #16: Your Navigation Bar

There’s good reason for you to cut out your navigation bar.
Nav bars can be a distracting mistake on your landing page and function as another place to go to, a non-goal-related link to click, another page to meander to, yet another squirrel.
Be smarter than the squirrel.
HubSpot’s Diana Urban provides tips on how to remove navigation from landing pages in this post.
She used one of HubSpot’s own landing pages as a nav bar case study where conversion rates increased 16% and 28% in their mid-funnel offers after nav bar and footer links were removed:

Screen Shot 2016 09 14 at 2.24.48 PM
Remember that thing about simplicity? - image source

Landing Page Mistake #17: Not Saying Goodbye to Footers

Same reason as above. Try removing your footers.
They contribute to mass ADHD and can be a distraction.
You can save these additional pathways for your Thank You and other exploratory site pages that the visitor sees in the future, after they’ve converted.

Landing Page Messaging

Landing Page Mistake #18: Unclear Headline

This one’s obvious, but so common.
The headline of your landing page is prime real estate, so don’t go wasting it on a vague message.
Brian Clark, CEO of Rainmaker Digital and founder of Copyblogger, tells us not to blow the headline as “it’s your two-second chance to overcome the swift and brutal attention filters” that we’ve picked up over time.
Be super specific about your offer in your headline. And don’t blur the features and benefits.
People are more likely to understand benefits over features. Try to answer very directly:

  • What can you do for me?
  • What exactly are you trying to get me to do?
  • Why do I care about this in real life terms?
  • What will happen if I click your button?

The more specific, the better.
Here’s an Unbounce example of how a more specific headline increased the CTR on the CTA button by 68%:

Screen Shot 2016 09 14 at 12.40.08 PM
They touched on the true fear, not another feature - image source
Screen Shot 2016 09 14 at 12.39.52 PM
They touched on true fear, not another feature - image source

In this Leadpages example, the specificity in left version A headline increased conversion rates by 47%:

Check the difference - image source


From Oli Gardner’s
Landing Pages Sessions, some insight:

Too often, we see a more specific message in the sub-header and a vague generic not-so-relevant headline.
Sometimes the solution is as easy as swapping out the header and using the specific descriptors in the sub-header instead.

Landing Page Mistake #19: Too Much Junky Copy

Don’t junk up your precious landing page after you’ve done all that good marketing work to pull people in.
Too many words on the page will scare them off.
They say we’re all too busy to read and have a diminishing attention span.
You know, an attention span that’s shorter than that of a goldfish (even though that’s been proven to be false by the MythBusters).
Too much content on your landing page comes across as whatevs stuff that people don’t want to commit to reading.
An example of a landing page with too much junky jargon:

Loser landing page of oracle
Be honest. Would you read all this? - image source

Jeremy Smith of JeremySaid claims on his 9 Landing Page Features that Customers Think Are BS blog post that too much copy screams BS to the customer.
His tips:

  • Write something worth reading.
  • Don’t try to be cute.
  • Clarity is better than anything else in the world.
  • If you can say it in fewer words, do.

Landing Page Mistake #20: Irrelevant Copy

Even if you have a small amount of copy on your page, if it has nada mucho to do with your offer, then stop, delete and make your copy relevant.
As with everything on your landing page, focus on the goal of the page and be specific and clear about your offer.
What’s your unique selling proposition (USP) and your value prop, and how does it bring real life value to your prospects?
The best way not to junk up your page is to keep things short but also to have relevant crystal clear info. Heck, use images/iconography to translate the message to your readers.
Kissmetrics has a good example of irrelevant copy (left) turned into useful terms (right):

Screen Shot 2016 09 14 at 2.09.41 PM
Can you simplify and visualize? - image source

Landing Page Mistake #21: Distractions

Attention ratio is a big deal, so try to keep it at one click = one conversion goal = one landing page.
Take out all your distractions, which can be links, images, options and choices, nav bars, social share buttons, squirrels, footers, widget bars and more crazy squirrels.
Don’t feed into the ADHD landing page epidemic.
Give people only one thing to focus on.
An example from Kissmetrics's blog of a landing page clear of distractions and focused on one goal:

Screen Shot 2016 09 14 at 2.01.20 PM
Do your landing page tests follow this? - image source

Landing Page Mistake #22: Not Breaking Copy With Numbers

Breaking up your content into more readable pieces will help engage your readers. So go a step further and take advantage of using numbers in your copy.
AdEspresso references Jakob Nielsen’s study that shows numbers improve credibility and appear to be more factual. Numbers are also quicker to digest.
AdEspresso’s conversion rate increased 13.7% when they tested out inclusion of numbers on their own landing page (helps that the numbers are dynamic and animated):

Screen Shot 2016 09 14 at 4.05.01 PM
Numbers can make things easier to digest.

Landing Page Mistake #23: Lost USP

Don’t miss out on telling your prospects what makes you special. Come decision time, why should they choose you? A lot of people forget to include their specific unique selling proposition (USP) and competitive advantage on their landing pages.
As much as possible, try to answer: Why are you different, better and more valuable than everyone else trying to offer the same thing?
Wishpond’s The Anatomy of a High-Converting Landing Page suggested format has the USP in the headline and then again in the subheader, and all the benefits below that back up the USP:

Have you tested this format? - image source

Landing Page Mistake #24: Missing Benefits

Instead, you have too many features listed. Super common mistake.
People who create and sell their craft know all about the features and the details that went into making their product or service.
Of course, what your audience cares about instead is the benefit, so be sure to include the specifics again that back up your USP.
Do the translating for them and tell your people how you can improve their life. What does your offer DO (vs. what it IS)? Stage it like:

mario feature benefit
Are you making your visitors feel like Fireball Mario? - image source

Landing Page Mistake #25: Unclear Offer

Similar to the distraction mistake, it’s important to write copy with your one goal in mind. Otherwise, people feel dazed and confused and may ditch your page.
Quick Sprout’s Neil Patel has some tips on creating a clear offer:

Simplicity is the ultimate sophistication – do not sell more than one thing on your landing page.
The more complicated you make things, the lower your conversion rate will be.

Kissmetrics also advises us to be narrow in focus. The fewer the options, the better. Here’s their example of United Airlines as a case study, doing it right:

Simple and to the point - image source

Landing Page Mistake #26: Vague CTA Copy

More specific than your offer, your CTA copy is a big deal since it’s on the actual button. Don’t let it be bland, vague and especially don’t let it read something like submit or learn more.
Unbounce Eric Sloan’s argument for not using submit as your CTA copy:

It doesn’t add any value. I mean, who can get excited about hitting “Submit”?
Your offer is supposed to improve my life in some way, isn’t it?
Focus every element of your landing page on the benefit to the user, including the call to action.”

In other words, let them know what happens next and give them the value insight into your CTA copy.

Landing Page Mistake #27: Repetitiveness

The only place you should be repetitive is in matching your keyword to your ad to your landing page (i.e. keyword headline).
Being repetitive on your landing page is a waste of valuable space.
Instead, use different copy to backup your USP and expand on your benefits and if possible, touch on the frequently asked questions your visitors might have to eliminate their friction.

Landing Page Mistake #28: Thank You Page Misuse

Once you convert someone, be sure to keep your lead on track and continuing through the sales funnel. Thank You pages are part of the landing page experience, too.
Your visitors are converted at this point, so tell them exactly what to expect and when it happens. Be specific.
Also, this is the place for your social shares, your additional exploratory links and nav bars. If you miss any of these steps in Unbounce’s sample formula, you could be misusing your Thank You page:

thank you page
Simple and direct.

It’s also something we talk about in our landing page anatomy gifographic.

Landing Page Mistake #29: Lost Credibility

What this mistake means: making your visitors feel sketched out.
Instead, make people feel secure when they visit your page and make them feel like they’re in the right place.
Ways to avoid this mistake:

  • Try including real security badges
  • Use consistent messaging
  • Use consistent personality
  • Write relevant content
  • Use realistic testimonials
  • Don’t over-promise
  • Don’t overstate
  • Speak in normal people terms

Some stats on credibility from Brandon Gaille’s 7 Landing Page Flaws infographic:

Screen Shot 2016 09 15 at 11.57.26 AM
Crazy stats, right? - image source

Landing Page Mistake #30: Negative Thinking Invitation

Maybe you’re trying to build credibility by saying things like, “We don’t spam” or “We won’t sell your email address” right next to your CTA.
But there’s a chance you could be inviting people to think about these things when the thought didn’t even occur to them until they saw your scary verbiage.
An example of how “We will never spam you” scared people off instead of evoking spam-free security:

Almost a 20% decrease in conversion rates - image source

Landing Page Mistake #31: Zero/Unbelievable Testimonials

In the same vein as the credibility mistake, you fake people out even more by leaving out proof that other people just like them have used your offer.
Include testimonials that are believable and from real people with real headshots, not generics.
According to CrazyEgg George Matthew‘s Top 10 Dumb Landing Page Mistakes You Need to Avoid:

  • Don’s use in-house testimonials from your own employees
  • Use real names and real images
  • Don’t use vague testimonials
  • Don’t bury your good testimonials

These sample testimonials posted in this Crazy Egg’s post are silly.
They go as far as disclosing in the right-hand corner: “Testimonials are REAL, however, pictures have been changed to protect identities.”
Wouldn’t you want your face to be shown if you were a real driver who's stoked to work for the company?

Landing Page Mistake #32: Personality Mix Up

Not only will you come off as schizophrenic and lack brand consistency, but you also run the risk of confusing your audience.
Usability Tools has an example of how a visitor might be confused by the change in tone, which might cause them to wonder if they’re in the right place after they click your ad to go to your landing page.

Screen Shot 2016 09 14 at 3.27.01 PM
What’s with the exclamation point usage? - image source

From Usability Tools Piotr Koczorowski’s 6 Too Common Landing Page Mistakes That Destroy Your Conversions post:

“A potential customer will be surprised by the sudden change of tone on the register page.
This might throw them off the track completely: ‘Is this still the same page? Some of it looks familiar…’ "

Landing Page Mistake #33: Inconsistent Messaging

This mistake could cost you and your AdWords quality score so don’t make the mistake of not matching your ad messaging with your landing page messaging.
Similar to coming off as having a different personality, people may also abandon your page if your copy offer seems like it’s random. AdEspresso’s advice:

“If your ad read 'get 20% off your next purchase,' the landing page should say exactly the same and not 'get 20% off your FIRST purchase.' ”

Bright Orange Thread’s Message Match post has a visual example:

Screen Shot 2016 09 14 at 4.43.34 PM
See the ad copy matching the headline copy? - image source

Landing Page Mistake #34: Not Knowing Your Audience

Not knowing your audience and where are they in the sales funnel can be major turn-off. Keep in mind who you’re talking to.
Know their lingo, their knowledge level, where they came from, where they hang out.
In this Unbounce landing page mistake example, the audience is supposedly a content marketer. Shouldn’t they already know what content marketing is?
Whitepaper for the wrong sales funnel:

knowing audience sample
Why go 101 if no one will convert? - image source

Unbounce also points out the importance of where your people are in the funnel and showing the power of having a content strategy that quickly caters to each funnel stage.
They warn in their Most Dangerous Landing Page Mistakes post:

“If your landing page items and landing page messaging are not created to offer something to each of the 3 areas of this funnel, then you are missing a massive opportunity to convert leads and move them further down the funnel.”

Screen Shot 2016 09 15 at 12.57.17 PM
Different people in different stages hit your landing page - image source

Landing Page Mistake #35: Missing First-Time Visitor Lingo

Once you know who your audience is, don’t forget to address each funnel, specifically the top of the funnel.
Unbounce claims, first-time visitors make up typically 70-80% of your traffic so be specific in addressing them to pull them into the sales channel.

first time visitor
Do you tell them everything they need to know? - image source

Landing Page Mistake #36: You Didn’t Keep Your Promise

The best way to accomplish this big let down is by not matching your ad content, headline, copy, personality, look, feel, etc. to your landing page.
Make sure your landing page does what you promise it’s going to do. The same goes for the next step on your Thank You page.
Set your visitor expectations properly and deliver on your promises. If you say you’re going to offer an e-book, let the visitor know how exactly and when they will receive the e-book.
Making promises you can’t keep is the recipe for a visitor to stop dead in their tracks.

Landing Page Mistake #37: Out-of-Order Content Elements

Unbounce’s Oli Gardner recommends the hierarchy of persuasion in Episode 10 of Landing Page Sessions.

Screen Shot 2016 09 14 at 11.02.14 AM
Is that lasagne on his shirt? - image source

Short and skinny on landing page information hierarchy that you can follow:

  1. Pain point or problem
  2. Solution
  3. How it works
  4. Who does it
  5. Social proof or testimonials

Following Oli’s five-step hierarchy of persuasion will help you organize the flow of content on your page.
It’ll also help you avoid having an illogical narrative that’s hard to follow, which will scare off your audience.

Landing Page Images

Landing Page Mistake #38: Wrong Images

There’s a gazillion reasons why your landing page images could be better, more enticing and lead to more conversions.
To avoid the error of using the wrong hero shot, test out your photo options. Nikole Dieker wrote a blog post for us that reveals 41 Hero Shot Secrets from High Converting Landing Pages.
You can follow the guidelines to help avoid using the wrong image. The next six mistakes point out specific reasons why your image could be wrong altogether.

Landing Page Mistake #39: Irrelevant Images

Similar to headline and copy content matching, make sure the hero shot matches the ad offer.
If you’re offering an e-book, use an image of an e-book. Otherwise, your image won’t add any value and could be distracting.
Ryan Lynch shows a T-mobile sample in his 5 Landing Page A/B Tests (And Their Surprising Results) post of how an image of Catherine Zeta-Jones might be easy on the eyes but is totally irrelevant to the CTA:

distracting catherine zeta jones
Do you have any irrelevant celebrities? - image source

An example of a more relevant image from that same HubSpot post:

It’s what people get and what they can expect if they convert - image source

Landing Page Mistake #40: Image Distractions

In this CrazyEgg heat map sample, even with the same baby in both images, there was a greater CTA focus with the image of the baby looking toward the CTA too.
You can avoid subliminal distractions by using focused pics with visual queues.

distracting image
But don’t think it’s a surefire way to improve - image source

Landing Page Mistake #41: No Image

Your image can really help to support your USP, so make sure you take advantage of the chance to further communicate your CTA. Wishpond’s words of wisdom on choosing an image:

  • Communicate your content
  • Appeal to the eye
  • Flow easily with the page
  • Stand out without contrasting too intensely
  • Be evocative to encourage engagement

Word of caution: choosing the wrong image can potentially be worse than not having one at all, so choose wisely.
In this HubSpot case study example, the lady pic was too distracting and Version A tested to have an increase of 24% in submissions:

Screen Shot 2016 09 15 at 4.36.15 PM
You’ll have to test to find out - image source

Landing Page Mistake #42: No Image Caption

According to Conversion Sciences, captions are one of the most read parts of your landing page.
Copyblogger lists out four critical reasons why simply adding a caption will radically increase the effectiveness of images on your landing pages:

  • Without captions, readers draw their own conclusion
  • Captions give you three ways to educate and create curiosity
  • Captions are an effective handbrake
  • How captions create mini-sales messages

Landing Page Mistake #43: Uncompressed Images

This and not having properly sized images will slow your people down.
Unbounce warns in their 7 Landing Page Mistakes That Are Stopping Your Prospects Dead in Their Tracks post:

If uncompressed images are causing your page to load slowly, you could be losing a significant number of prospects before they even see your landing page.”

Landing Page Mistake #44: Using Image Sliders/Carousels

Image carousels are distracting and people tend to click on the first image anyway.
According to VWO Smriti Chawla’s post example on image carousels, 84% of visitors interacted with only the first slide in the carousel. These stats taken from a Notre Dame test:

image slider decrease ctr
Static images may work better for you - image source

Landing Page Testing

Landing Page Mistake #45: Not Testing Fast Enough

Letting things ride and having them go stale on your landing page is definitely not a good idea. The mistake: You’re either not testing at all or you’re testing the wrong way.
The best way to gather data and make good use of your findings is to test that material properly. CrazyGgg’s Jeremy Smith has good tips on what to test in his 8 Easily Avoidable Mistakes that Will Ruin Your Landing Page Tests post.

Testing and its velocity makes a difference - image source

Whether you call it the Oli Garner Five Hot Seconds test, the Rainmaker 2-second chance, the Neil Patel 8-second attention span or the Hubspot blink test, avoid failing the flash-the-page-and-understand-what-the-page-was-about test.

If people can’t understand what your landing page offers in a tiny period of time, clean it up.
Keep testing and improving your page until it passes the blink test.
We don’t want to make the mistake of being too close to the fire and allowing what you know to be what you think your audience knows.

Landing Page Mistake #47: Ignoring Data

There’s a ton of data out there that could help you uncover insights about your ideal customers.
Making the mistake of disregarding all the stats could mean missing out on more money for your business.
Don’t be like these box heads:

ignore facts
Science is science, people - image source

AdEspresso’s Pawel Grabowski thinks most people are blind to what’s causing the REAL problem on their landing pages:
You’re sitting on tons of data that could help you uncover it. And yet you’re not using any of it.”
In his post, Pawel urges us to not ignore the useful data that’s already out there - Facebook, Google Adwords and Google Analytics, customers, sales team, email inquiries, product reviews.
Usability Tools advises us to “track data on people coming to your website and learn what they do to spot mistakes and conversion opportunities.”
They have a case study where a client used their recording tool to track behaviors on their site. The data showed that people were clicking a button thinking it was submitting a form, but instead it refreshed.
CTR increased by 40% by removing the culprit button:

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Easy button removal - image source

There’s a ton of ways to create your landing pages.
But perfecting those landing pages takes loads of detailed testing.
Hopefully this list of landing page mistakes will help you fine-tune your perfection process more quickly and avoid having moments of lost revenue and conversion rate potential.

Chapter 4:
Landing Page Tips

What You’ll Learn: There are landing pages that work and then there are landing pages that blow the roof off all your past conversion rates. Follow these tips to get more conversions that you know what to do with.

Chapter 5:
Landing Page Optimization

What You’ll Learn: Get a read on what’s working and what isn’t with these landing page optimization strategies. By following these strategies, you’ll learn how to fine-tune every element for the most conversions possible.

Chapter 6:
Landing Page Research

What You’ll Learn: With every technological advancement and new set of data or stats, comes an opportunity to make a better landing page. We’re doing the research so you don’t have to.