5 Big Mistakes in Landing Page Design That Reduce Conversion Rates
Posted on 2nd June, 2006
I was designing a new website to accompany the launch of the new version of my software when I decided to take sometime to refresh my memory and did some reading about how to design a good landing page.
I decided to write what I’ve re-learned here and hopefully you’ll find this post useful.
If you are selling products or services at your site, it’s very important to have a landing page that convert well. Good conversion means more money in your pocket.
If you do not know what a landing page is, it’s the page a person lands on after they click on a link on SERP (search engine result pages), AdSense and other banner ad or link in an email. The goal of the page is to get the visitors to take a specific action such as making a purchase, requesting information or registering for a trial offer.
If your landing page suffers from a low conversion rate, you might be committing one or more of these big obvious mistakes.
Mistake 1: Using small font
If you are using fonts smaller than 10 points for copy, your visitors will likely find it hard to read. Your page will suffer low conversion rate if it’s hard to read.
Mistake 2: Placing navigation bar as if it’s your regular website
Contrary to what most people may think, a landing page performs better without an obvious navigation bar from your regular website. But if your regular homepage on your website is you landing page, then design it in such a way that it serves nearly exclusively with that focus.
A navigation bar invites people to click on it and if the rest of your site is not optimized to sell, you’ll likely lose that sale completely. It’s a distraction that moves people attention away from your ultimate goal.
Mistake 3: Asking your visitors to ‘Click Here’ to start the conversion process
I admit that I am guilty of using ‘Click Here’ sometimes. The problem with this is that you are placing another hurdle before you can convert your visitors.
What you should do is give them a way to start accepting the offer right away. Put the order/registration form on the landing page itself, or at least the first form field or two.
Mistake 4: Asking too much information
People hate long forms that ask too much information. When asking for an email address or a phone number, include an assurance that their contact information will be safe and private.
Mistake 5: Adding unrelated copy and images
I know it’s tempting to add unrelated copy or images about other products or services.
After all, the prospects have landed and enthusiastically reading the page, why not toss in a commercial for other products/services right? Wrong, if you distract their attention, you’ll lose that sale.
Reduce unnecessary graphic, navigation bars and any other elements that may distract the visitor’s eye.
There you have it. Avoid these mistakes and watch your conversion rates improve.