5 Landing Page Mistakes That Will Murder the Conversion Rate

Posted by Obaidul Haque - September 13, 2011 - Design/Development - 10 Comments

A landing page provides you a quick solution to accurately measure the ROI. If you are running an advertising campaign, a landing page helps you to track the exact number of visitors that a particular campaign sends you. In addition, you can also easily calculate the rate of conversion by using the right tools.

Landing pages are specifically targeted at providing readers or visitors what they are actually looking for. A well designed landing page also does a great job to turn your website into a credible source of information.

To achieve success with landing pages, however, you need to follow some guidelines. You can’t create these powerful pages in a hurry. Marketers make a wide range of mistakes while designing a landing page.

If you don’t want to make such mistakes and murder the rate of conversion, given below are some useful tips you can use.

#1. Poor Organization
While designing a landing page, it is vital to pay careful attention to the aesthetics. A poorly organized landing page can easily drive visitors away. Once you have understood the anatomy of a landing page, you need to place all the essential elements in an appropriate order. Remember, shopper will never like to enter a store which looks untidy and disorganized.

#2. Hard to Scan
Studies have also proved that online users don’t read every word of content. Instead, they skim and scan it. If your landing page copy is hard to scan, you need to rectify the mistake as quickly as possible. Make the content on the page easily stand out. Short paragraphs, numbered lists and bold phrases do a good job to make content easy to scan.

#3. Too Many Choices
One of the biggest landing page mistakes is to overwhelm visitors with multiple options or choices. According to studies, it has been proved that too many choices discourage visitors to take any action at all. If you want readers to take action, it is best idea to provide them with just one option.

#4. Worthless Links
This is, in fact, the biggest mistake that immediately kills the conversion rate of a landing page. Links should always be included very carefully. Where do the links on your landing page take visitors? Always remember to use links that take visitors closer to the conversion goals. If the landing page links give visitors a way out, you will easily kill the rate of conversion.

#5. Buried Content
Burying the most important content below the fold is yet another mistake that can ruin the success of your landing page. Online users expect to see the most valuable information at the top of the page. So, you should always place the most important content (or the benefits) towards the top.

If you are planning to create highly converting landing pages, you should always avoid making the above mentioned mistakes. Making any of these mistakes will drive away visitors without taking an action. The main purpose of a landing should always be to guide visitors towards the conversion goal.

About the Author

Obaidul Haque

Obaidul Haque works as an SEO manager handling client projects. He focuses heavily on Search Engine Optimization (SEO), Search Engine Marketing (SEM) and Social Media Marketing. He shares his insightful views regularly on HelloBloggerz . He has been successfully helping clients, hailing from various industries, achieve higher rankings in search engines and increase their online sales. You can also follow him on Twitter.
10 comments
Tory McBroom
Tory McBroom

These are good tips Obaidul! And it's important to split test your landing pages to maximize conversions. That's how you really dial them in and get good results! My recent post Write Content So Kick Ass That Chuck Norris Would Quiver With Fear

elizabeth homes
elizabeth homes

Landing pages are extremely critical and its design can pretty much make or break one's marketing strategies. The more appealing and user-friendly the landing page is, the better. It may be wise for one to ask for help from an expert rather than experiment.

Joel
Joel

I think the natural tendency is to try to cast as wide a net as possible in any kind of marketing -- but you can never be all things to all people, so it makes sense to narrow your focus (on landing pages) and concentrate on getting visitors to take one specific action.

addisonskanks
addisonskanks

Landing page is often called as the lead capture page and a website will fail to convert site visitors into sales leads if its landing page is poorly organized. My recent post Selling Ice Cubes to Eskimos

Alex Blaken
Alex Blaken

great insight about landing page, in fact i totally agree with the first point; poor organisation. The landing page is very vital in every online business as that is what actually attracts viewers, it tells viewers and well arrange or how good the content can be, so thnks for sharing.

Mika Castro
Mika Castro

Poor Organization have a good role on this mistakes. It is a must to be very well organized for readers sake and to have a better benefit. My recent post בגדים לילדים

Aanchal
Aanchal

Conversion is one the tough work but if you've good plan then you can do it. You can use customer's review or experience about your services on your landing page so that they'll feel secure and confident about your products & services. My recent post Website Design in India

velli marwan
velli marwan

information provided must be clear and make the people do not become dizzy with a convoluted content. I often find the authors 'landing page' that wrote the content as it makes the reader becomes confused, let alone provide too many options outside of the main content. was not effective. My recent post Voucher Hotel Murah di RajaKamar.Com

Koozai
Koozai

Good points Obaidul. We can't agree more about pointless links ruining a landing page. Ideally you want to make them convert on that page, and then get their email address for the further content. My recent post Why Has Brian Souter Fallen Off Google?

Patricia
Patricia

Hello Obaidul. I personally find hard to scan the important part. Content must be easily digestable. Also, if you are confusing the visitor with too many choices, you'll be left to play in the sandbox by yourself. One, maybe two options, but not more.