The landing page of a website is one of the most crucial lead generation tools in a company’s arsenal.
It’s the first impression that’s provided to a potential client or customer, and it marks how they perceive your business from the very beginning.
If the landing page is confusing or frustrating to navigate, many users will leave and never visit again. That’s why knowing the top landing page design mistakes to avoid is so essential.
1. Stay away from overly complicated and unorganized layouts
While it might seem that being innovative and exciting would impress users visiting your page, the reality is that customers want to use a website that is simple to get around.
The entire purpose of the Internet is to aid in efficiency, so your landing page should work toward meeting that goal.
If your landing page is too complicated, most people won’t be there long enough to make a purchase. That’s why things like this tool for landing page design are so popular.
When someone needs a service or product, most of the time, they are looking to get it done quickly. This is one of the reasons that websites like Amazon that make it easy to shop for all the essentials have gained such popularity.
Whenever possible, avoid clutter and keep your layout simple for visitors to scan. The less work it takes to make it through the sales funnel, the more likely you’ll end up with new customers.
2. Be aware of the importance of choosing the right colors
It might seem like a small decision to go with a specific color scheme, but your choice can impact customers’ attitudes and emotions.
If you choose to implement a landing page color scheme that simply doesn’t work, it can cause your conversion rates to tank.
One way to choose the right color for your landing page is by selecting the one that fits your brand identity.
For example, yellow is a color that emits warmth and clarity, while purple is associated with creativity, and blue makes people feel as if you are trustworthy and dependable.
You should also take into account the user’s preference for colors. Choosing a scheme that takes both of these things into account can boost your conversion rates.
3. Avoid aggressive marketing techniques that customers dislike
While a website is used to make sales, that doesn’t mean you can alienate your customers in pursuit of success.
Using invasive tactics on your landing page is likely to overwhelm the people visiting your site and convince them never to come back.
Items like pre-loaders, push notifications, and aggressive pop-ups make users wary, and it can be hard to get back from that. Instead, choose tried and true methods to boost sales without running away customers.
When you’re building your landing page, take a bit of time to consider what kinds of things could turn off your audience. As an example, having a video that starts playing automatically at maximum volume is something nobody should implement.
Consider the websites you like to visit and what they do right, as well as what the websites that frustrate you do wrong, and use that insight to do your best.
4. Make certain that your landing page has a responsive design
As more and more people reach for their phones to do pretty much everything, it becomes a matter of necessity to have a landing page that looks just as good on mobile devices as it does on laptops and desktop computers.
The best choice is to consider mobile users first when designing a landing page and then make changes as needed for other devices.
Based on data from ConvertMedia, about 45% of customer data is submitted through a mobile device. That adds up quickly and proves why responsive design is such a crucial element of a landing page.
More than half of all website visits take place from smartphones and tablets, so you need a design that puts those users at the forefront of your design.
5. Consider the perfect placement for your sign-up form
While everything should be in the optimal place on your business landing page, the sign-up form is a more crucial element than others.
If the users who are visiting the page don’t scroll down far enough to see the form, they aren’t going to be offering their information to you. The same applies if you choose to make the form less noticeable than other information on the page.
The best way to get users to sign up to learn more about your services and products is by placing the sign-up form reasonably high up on the page.
This makes it more likely that a potential customer will notice it and send out their information for you to make use of. If the form is below the fold on the landing page, it’s likely not going to grant you the results that you’re looking for.
6. Implement a clear and attention-grabbing call to action
The entire idea behind a landing page is to convert people and general leads, but this isn’t going to happen if you have a weak call to action on the page.
Anything less than the best CTA is going to create problems with your conversion abilities. The point of a landing page is to get a user’s attention and then make them an offer that is next to impossible to refuse.
You want the CTA to stand out, so bold elements and strong color contrast can do wonders. The next step is convincing users that they want to take the action you’re offering them.
Explain what the benefit of the offer is and how a customer can take advantage of it, and you will be on the right track.
7. Don’t be afraid to keep working at it
Avoiding the common mistakes of landing pages is an excellent way to bring in more views and increase your customer base.
Just remember that it can be a process to create the perfect page. Don’t be afraid to make changes and adapt if you notice something isn’t working the way you want it to.
Use these tips as a starting point, and then you can work to adapt and change things as needed to keep your business successful.