Whether you use a template to put together your landing pages or build it up from scratch, you’re just as likely to be making the same design mistakes like everybody else. Don’t be one of those pages. Keep the following common mistakes in mind to ensure that you aren’t making any of them:
MISTAKE #1 - Needing more landing pages
This is probably the easiest mistake to make. Some businesses have one or two landing pages for their best-selling products. However, the fact of the matter is that you are going to need a lot of landing pages. Every single major product and service you are selling should have a dedicated landing page, just as every big promotion you have should as well.
If possible, it’s an even better idea to make landing pages catering to different audiences for each of your products. For instance, if you are a coworking space, you’ll need a different landing page for business owners looking for office space than you will with individuals working remotely who just want a hot desk.
Different people have different needs, and you’ll have to reach them all in a different way. This method of targeting specific groups is often much more effective than targeting to the masses. If you don’t have enough landing pages, that’s probably exactly what you’re doing.
MISTAKE #2 - Neglecting to be concise
Landing pages are meant to be clear and concise. Users should know exactly what you are offering within a couple seconds on your page. To design an outstanding page, you’ll have to first strategize. Sit down and think about the market segments that you want to target. What do they need? How do you plan to reach them? When you have determined that, you have to figure out how to get the message across clearly in a way that will draw them in. Otherwise, you’re just sending a vague message that will just confuse users and not interest them.
MISTAKE #3 - Having a messy page
It isn’t uncommon for amateurs to put together messy landing pages. Your coffee-induced, hyperactive burst of creativity may result in you trying to be unique and dumping a lot more design elements on your page than you actually need. The best landing pages are simple, attractive, and easy to navigate. A cluttered page will just frustrate.
You will never find a single landing page layout that will work for everyone, but a single-column layout with a lot of white space is usually a safe bet. It doesn’t overwhelm the eyes while presenting the information in a way that users can follow along.
Your content isn’t the only thing that should be simplified. It’s easy to put a lot of design elements on your page thinking that they are all important. Explainer videos, vibrant calls-to-action, and other things can be great on their own. When they’re used together, however, they often distract the viewer from actually doing what the landing page should be getting them to do. Choose your design elements carefully, making sure that every single one of them has a reason to be on the page.
MISTAKE #4 - Using a weak call-to-action
Every landing page should have a clear, strong call-to-action. If yours isn’t attention-grabbing, is overwhelmed by other elements, or is completely nonexistent, you have a problem.
Make sure that you don’t have those distracting design elements we talked about in Mistake #3. If you do, chances are people will miss your call-to-action completely. Double-check that your CTA is in the right place, too. If it’s at the bottom or too far on the side, people may never see it at all. The wording should also be strong and compelling, drawing people in. Finally, remember to make it draw the eye. If any part of your page should attract the eye, it should be your CTA. Use a bold font, a higher contrast, or even a unique style. Of course, don’t make it obnoxious - just make it noticeable.
MISTAKE #5 - Making your forms too complicated
Landing pages are made with a goal in mind. For some, it is to sell. For others, it is to sign up for a newsletter. Whatever the goal of your landing page is, you have to make the process to get there clear and simple. This is something that many people neglect. The last form they have to fill out is the last step to conversion. Make sure you optimize your form. Otherwise, you may be getting people interested, but failing to convert them.
MISTAKE #6 - Failing to test the right things
A/B testing has become a big buzzword in the marketing world. There’s definitely a reason though. It’s a fantastic way to test how effective certain things are. Assuming you are testing the right things, of course.
Doing extensive testing on the exact shade of orange of your CTA button is a waste of time. In the end, people purchase because of your product, not because of the color shade you used. It should be a consideration, but not something you spend hours of your day on. Spend time on the things that will really make an impact on whether or not people will buy. This way, you are making the most of your time and effort to test the effectiveness of certain elements on buying decisions.
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The Waveguide Knowledge Base currently features bite-sized explanations of UX design patterns, mobile design examples (iOS and Android screenshots) and landing page examples (web screenshots).
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