Seven Landing Page Mistakes
Here are seven challenges you may be putting your visitors through, and how you can correct the experience to create the best possible landing page:
1. Unclear Call-to-Action
User’s POV: What am I supposed to do here?
On Sandal World’s home page, none of the key images are driving people towards clear and defined tasks.
Users might not know what to do on the page because …
- there’s no call-to-action (CTA) at all, or,
- there are too many elements competing for attention with the CTA.
Fix: The CTA should be the most striking part of the page. Remove images and graphic embellishments that do not directly support the intended CTA.
On Clarks’s homepage, the visitor attention is immediately captured by the big, bold sale message and the calls-to-action directly beneath it.
By making the call-to-action instantly noticeable, the visitor is guided towards their next steps on the page.
2. Too Many Choices
User’s POV: Which one do I click on?
Users might be confused because of too many items and too many links on the page.
The old PunkBabyClothes.net website showcases several of their products on their home page, but the images do not give a notion of the variety of products that they’re selling.
Fix: Don’t put product-level stuff on the homepage or try to show everything you sell on the page. The point is not to advertise or sell on the homepage; the point is to give the visitor a map of the world with limited, clear choices, and follow the trail to go deeper into the site towards more relevant things. Use category-level images (a montage or collage of different items) to represent each category. Categories should geographically, logically, or hierarchically get more specific as users drill down.
The new PunkBabyClothes.net website does a better job of letting visitors know the breadth of their products by displaying the product categories.
By doing so, visitors are also less confused and are able to self-select. They simply need to click on the category they’re most interested in to shop for the item that they want.
3. Asking for Too Much Information
User’s POV: Why do you need that information for this?
Marketers often ask users for information prematurely which users might deem intrusive.
Simplilearn.com requires visitors to provide their phone number before they can download an ebook. While this is only one additional piece of information, it can be a huge source of friction for visitors who regard their phone number as sensitive personal information.
Fix: Ask for the least amount of information needed to move forward, so you can shorten your lead generation form. You can even allow people to download your e-book without asking for an e-mail address. The e-book will establish your thought-leadership, and not gating it will make it possible for it to become viral.
This ebook download form leaves much to be desired in terms of copy, but at least it only asks for the visitor’s email address and first name.