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6 Common Landing Page Mistakes Most Beginners Commit (And How to Avoid Them)

If you’re growing an email list or selling a product or a service on your website, you’ll probably know how inevitable landing pages are for your business.

Everyone knows that landing pages are built for one single purpose—to convert your visitors into leads or customers.

The best part is landing page helps you to keep the focus of your visitors on the opt-in forms or call-to-action buttons placed in it. By this way, you can persuade them to take the desired action on landing pages—like filling up the form or clicking the ‘buy now’ button.

If you’re looking to build a landing page for the first time, likely you will be making most of these common mistakes that most beginners commit.

In this post, aside from showing you the common landing page mistakes, I’ll also include you some practical tips to avoid committing them when designing your next landing page.

Let’s take a look.

Mistake #1: Not removing distraction

I don’t know about you, but I used to see countless numbers of distracting landing pages every day.

Now, you might be wondering what it means by a distracting landing page.

A landing page is distracting if it comprises elements like navigation menu, outbound links, etc. that doesn’t contribute to the core purpose—to convert visitors into leads or customers.

Maybe you want to provide an external link on your landing page for convincing your visitors to take the desired action. In that case, you may need to make those links open in a new window so that you can retain your visitors.

Below are some other actionable tips to ensure that your landing page doesn’t comprise any distracting elements that take the focus of your visitors away from your page.

  • Use an explainer video: For some of your visitors, a landing page with the long copy can be distracting. By creating an explainer video, you can make your copy shorter.
  • Create a microsite: If you need to add more links on a landing page with lots of content, you might consider creating a microsite that consists of multiple pages instead of creating a single landing page with many external links.

Mistake #2: Not building killer landing pages

The downside of creating a landing page using one of the templates of your existing WordPress theme is that the ability to customize your landing page will be limited. That means chances are you can’t actually build a high conversion landing page using your existing theme. This is especially true if your existing theme is not a multipurpose theme or a landing page creator theme like OptimizePress.

That being said, just because you need a landing page on your website, doesn’t mean that you should necessarily change your existing theme. In fact, there are lots of WordPress landing page plugins that help you build a killer landing page right from your current theme.

Enstine recommends you to use Thrive landing page plugin. You may read his complete review before choosing the right one for your site.

Alternatively, if you’re good at HTML coding, you can create an HTML landing page and host it on your domain, so you don’t need to spend an extra penny for purchasing a dedicated theme or plugin for creating killer landing pages.

Pro tip: If you prefer building an HTML landing page, you may need to use it as a custom template of your WordPress theme. This strategy helps you to make any edits on your HTML page right from your WordPress admin panel.

Mistake #3: Not collecting emails

The visitors of your landing page might not be ready to purchase from your site during their first visit. On average, it takes about five visits before they could make a purchasing decision.

So during the first visit, instead of collecting the emails of your potential prospects if you’re trying to sell them, chances are you’re not going to make many sales and are probably leaving a lot of money on the table.

Make sure you build an email list, so you can contact your potential prospects and encourage them to visits your website often.

Pro tip: In your landing page, add an email subscription form instead of a contact form. This strategy helps you to send automated personalized messages to your prospects.

Mistake #4: Using the default forms

One of the common mistakes I often see on landing pages is marketers used to use default opt-in forms in their landing page that are created from their email marketing tools like AWeber or MailChimp etc.

The downside of using a default opt-in form in your landing page is that they’re boring and can’t grab the attention of your leads easily. In fact, because they are default forms, those designs are not unique.

If you’re looking to drive in more sign ups or sales, make sure to create a beautifully designed, high converting opt-in form in your landing page.

Pro tip: For creating beautiful customized opt-in forms, try using a free plugin like Optin forms.

Mistake #5: Selling features instead of benefits

When it comes to writing copy for your landing page, the general rule of thumb is to sell the benefits not features of your product. And since benefits are what your customer is looking for from your product, it is better to start the sales copy with benefits.

For example, if you’re selling a weight loss ebook on your landing page, this is how a sales copy will look like that try to sell features of your product.

  • A complete guide with 150+ pages
  • List of foods you shouldn’t eat
  • Exercises with illustrations

And here’s how a sales copy will look like if they are selling benefits.

  • Lose up to 5 pounds in a week
  • Techniques to lose weight naturally by boosting metabolism
  • 5 exercises to burn your fat

Pro tip: Studies show that you’ve got only 6 seconds to capture the attention of your landing page visitors. Make sure your content is well organized, so it doesn’t distract your readers. Break up long landing pages with subheadings, bullet points and short paragraphs. This will help your audiences to grab the message you want to convey quickly.

Mistake #6: Not AB testing

We all know that A/B testing is a must when it comes to converting more visitors to customers. Surprisingly, many marketers do not AB test their landing pages. If you’re spending money on advertising for bringing traffic to your landing page, you’ll definitely need to A/B test different elements of your landing page.

In fact, A/B testing your landing page doesn’t cost you a lot. And you shouldn’t necessarily sign up for a premium subscription based A/B testing service. If you’re on WordPress, you can install a free plugin like Simple Page Tester that lets you run split tests on your WordPress website without having you to edit the code. Alternatively, for complete solution AB Press Optimizer could be the right choice if you need a premium plugin that doesn’t tie you with a recurring fee.

Pro tip: If you’re looking for inspiration to conduct A/B tests on your landing page, you can read 71 AB testing ideas from Optimizely.

Let me know what you think about this post. Kindly drop a comment below and share on social media.

 

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Shahzad Saeed
 

Shahzad Saeed is a freelance blogger and content marketer who has been featured in top internet marketing blogs like Problogger and John Chow several times. Connect with him on Twitter @shahzadsaeed.

Click Here to Leave a Comment Below 27 comments
Jack - January 19, 2017

A really good post, outlining the general mistakes that beginners often commit. But what I think, the greatest and the best teacher in case of optimizing landing pages is the split A/B testing. As the data speaks for itself, and only with experience you can learn what works or what not.
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Donna Merrill - January 18, 2017

Hi Enstine,

Excellent advice here, my friend.

People focus on “value” content and building engagement, and all the rest.

Important stuff.

Critical.

Yet, just as critical to move your readers to take action.

So many bloggers just don’t know how to do it at all, much less, do it right.

Great training, my friend, and I will pass this along to my students for sure 🙂

-Donna
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Adeel Sami - January 18, 2017

Hello, Shahzad!

Actually, you’re so right!

Too many of the external links will just destroy all the efforts. And I so agree with your point of creating the microsite for the said task.

The more the landing page presents your core idea without leading anywhere, the higher chances the people are served with the purpose of the landing page and take the actions accordingly.

Distracting them away will steer away from their focus off the purpose of the landing page.

So, great ideas you shared with us! 🙂

~ Adeel
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Hemant Kumar - January 18, 2017

Woow!
I never see a short article with great content like this and which are on point.
This is my first time in your blog and its will be my breakfast everyday.
Thanks for sharing useful information.
Cheers,
Hemant.
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Joshua - January 16, 2017

Hi,

Your first point is meaty. It explains everything that is needed to know about building a successful landing page.

Most newbie bloggers and internet marketers are seriously guilty of this expensive mistake, and thank God, your blog is an eye opener in this regard.

Thanks for sharing.
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Gautam Kumar - January 16, 2017

You made a good point by saying that one must not start selling directly but by collecting emails and by doing this you can create a good audience base and it will help when you finally start for the selling phase.
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    Emenike Emmanuel - January 17, 2017

    Yeah. The best is to deliver so much value that your readers will begin to ask for mentorship and inner circle membership, then you can now start charging.

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Santanu D - January 15, 2017

Landing page is a must to sell your digital products online and one should learn various tricks to design the page such a way to make more conversion. Thanks for this wonderful share.
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Areesha Noor - January 15, 2017

Hi Shahzad Saeed,

I agree with you, Most of the blogger make these common mistakes, but I think we can avoid these common mistakes by following these steps.

Anyway thanks for sharing such great tips with us.

Areesha Noor
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Md Sakil Ansari - January 14, 2017

An Interesting article when I visited your site and saw its title I instantly clicked and really it is needless to say that you have written an awesome article. Yes. It is true that beginners always make these common mistakes.
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hafiz junaid - January 12, 2017

Hi Enstine Muki,
Great post indeed!
I am worried many time but when your post read.i am happy because lot of mistake finished.and another Using the default forms is creat many problem on working.
thanks sharing for this post.
Regard:
Hafiz junaid
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Shamsudeen Adeshokan - January 11, 2017

Hi Saeed,

I think the most costly mistake is having navigation menus on your landing pages. The purpose has already been defeated.

The user may end reading another page on your blog and leave without coming back to your landing page.

Good share, Saeed and welcome to Enstine blog.
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Anand - January 9, 2017

Hi Enstine and Shahzad. Very accurate tips for building landing pages that convert well. I especially like the tips about asking for emails, and the last one about A/B testing. Note that A/B testing needs a huge amount of traffic in order for the results to be relevant, so I would say that at least you should be looking at your analytics to know what is working for you, so that you can focus on those aspects to increase website conversions.
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Monika Sharma - January 9, 2017

Agreed with these tips eve I have also committed these same mistakes as I was Beginner. Beginners should must aware about these mistakes that they can avoid these mistake for Landing Page.

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Ravinder Dande - January 8, 2017

No doubt that how much landing page can make for us but having unattractive landing page will also effect user experience on your blog. After coming to this blog post I noticed what mistake I did on my blog that is using default form and not collecting emails. Going to correct it

Thanks

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Emenike Emmanuel - January 7, 2017

Hi Enstine and Saeed,

Thanks for this awesome post. The number three mistake is what most newbie bloggers are quite guilty of. When people login and check out without doing anything leaves us at lose and something seriously needs to be done about that. I love your style of writing.
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Pratik Apte - January 7, 2017

Hi Shahzad,

I wish I had read your article before.I have been making some of the mistakes you mentioned below which I just corrected and I will share my results soon.Well written and crisp article.

Thanks for the share!

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KumKum Bhagya - January 7, 2017

I’m going to start to use your recommended checklist of the major sins of landing pages.
I loved the content and the available links. Excellent.
Thankyou!
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Ronald Segura - January 7, 2017

Great piece of information with solid foundation. I would also add that it’s very important to know well which theme you use if you work with WordPress for instance, because there are many themes that have many distracting elements like you mentioned here in this article, but there are also other themes that specifiaclly focus on the content, which is indeed what we want.

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Ryan Biddulph - January 7, 2017

Hi Shahzad,

Super tips bro.

Get rid of those distractions to keep people laser focused on a few pieces of copy. On da benefits, not features.

I recall having sweet conversion rates with an old home based opportunity by trimming all the fat save a few lines of copy. I shared a video. I shared a few key benefits. That was it. All white space other than that. Viewers has no other choice. Either sign up or exit the page.

Thanks for sharing.

Ryan
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Techlinu - January 6, 2017

Hi Enstine, hope you’re doing well, this is my first comment since end of 2016.

This post pointed out some good points, I also don’t collect mails and that’s a mistake, but from now on I will surely collect them from my users.

Thank you 🙂
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Taufeeq Umar - January 6, 2017

Its really amazing blog with very much helpful information, so thank you very much for writing this great blog here for us.
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Monna Ellithorpe - January 6, 2017

Hi Enstine and Shahzad,

Thanks for sharing such valuable information. I’m saving this to test out some of the things you mentioned that I’ve never heard of before.

Hoping some of your suggestions will help me regain some traffic that I’ve lost with being away so long.

Have a great New Year.
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Robin Khokhar - January 5, 2017

Hi Enstine,
Amazing tips, I learned here some things like the use of te default forms.
So, thanks for sharing.
And a have a good year ahead.
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akash gola - January 5, 2017

Hi Shahzad Saeed,

Your tip s is good to utilization at many works.
Great article, keep up the good work.

Thanks for sharing.
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Lawrence - January 5, 2017

Think you have actually said it all. A landing need less or no other elements that could distract visitors. Most webmasters need to learn from this, especially the newbies like me. Sharing this to my Scoopit followers

Nice write up
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