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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.

  • Teena says:

    Very Useful. We often come across problems such as low traffic on landing page.

  • Hi Shahzad,
    Landing page is one of the most important factor of SEO. During developing a website, we have to care about landing page structure. Most of the person not aware from it, but you have shared a very good information with us. I’ll share this wonderful information to others. I appreciate your work. Keep it up.

  • Rajesh says:

    Thanks man..!! I have Committed these mistake when I started at WordPress.. Thanks. 🙂

  • Having a great landing page is always beneficial for everyone. Distracting landing page not only increase bounce rate but also low down conversion rate.
    You discuss the most vital points that every developer should keep in mind during design a landing page.
    Thanks for this informative post.

  • Teena says:

    This is a great resource for those of us who are just developing our landing pages. Very insightful examples of what and what not to do.

  • kuldeep says:

    Hi Shahzad,
    Great share. Landing pages are important to grab subscribers and customers. You have listed some common mistakes here. I believe A/B testing is important to get better conversion rate.
    Thanks for sharing.

  • I am not a professional web developer but I think this post is very helpful for us.

  • It’s simple, yet effective. A lot of times it’s difficult to get that “perfect balance”between superb usability and appearance. I must say you’ve done a amazing job with this. Additionally, the blog loads extremely fast for me on Chrome.
    Outstanding Blog!

  • Yasar Ali says:

    Well written blog post Saeed. I just came across & found you a new blogger here. I read your blog post & found it much helpful which made me amazed about such helpful writing.
    Thanks buddy for sharing.
    Regards,

  • Jenny Rev says:

    Hey Enstine and Shahzad,

    Indeed some great points.

    I personally have experimented a lot with my landing pages as my visitors were getting distracted a lot and I was losing on sales.

    But slowly I have learned to create good landing pages depending on niches & I have seen improvement in sales.

    Although it is still not perfect, but I am continuously reading articles to learn about this and improve my landing pages.

    So, regarding that your post is valuable.

    ~ Jenny

  • Hello,
    Currently, I am using Thrive plugin for building landing pages. But missed some important things to add. Not collecting emails or avoiding list building was the biggest mistake of mine. I will keep things in my mind from now.

    Thank you for the useful guide as well checklist.

  • Jay says:

    The First Point.
    That is removing Distraction.
    Well, that is what the first thing that any Visitors notice & if you want to turn that Visitors to a Customers then the First Impression is thing what we should care the most about.
    Thanks for drawing lights upon this topic.
    Enjoyed reading it.
    Cheers.

  • Lawrence says:

    Thanks for Sharing once again

    Store windows are like landing pages on the website.

  • Thanks For Sharing a Great Article.I’m saving this to test out some of the things you mentioned that I’ve never heard of before.

  • Adam says:

    Great tips shared here, I just most of bloggers are making this silly mistakes for their landing pages.

    thanks

  • Hi Shahzad, Your tips are very interesting ann informative for Beginners ! Thanks

  • Shafi Khan says:

    Frankly speaking, I have made almost all the mistakes of a Landing page mentioned here, and yet I repeat them once a while.

    Thanks for the share and I hope now that you’ve pointed them out, I will repeat them less frequent.

    Regards,

    Shafi Khan

  • This is a great resource for those of us who are just developing our landing pages. Very insightful examples of what and what not to do. I will be referring to this as we redesign our website. Thank you!

  • Jeff Grimm says:

    I think the biggest mistake beginners make, is NOT having a dedicated landing page. I read somewhere that 44% of B2B clicks are directed to a home page, rather than a dedicated landing page. The problem with that is that landing page relevance and performance are key to your Quality Score.

  • Rajpal Singh says:

    Hi Shahzad,
    Thank you, you made the right point in this article. yes, first impression is the last impression.

  • Jack says:

    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.

  • 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

  • Adeel Sami says:

    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

  • 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.

  • Joshua says:

    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.

  • Gautam Kumar says:

    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.

    • Emenike Emmanuel says:

      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.

  • Santanu D says:

    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.

  • 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

  • Md Sakil Ansari says:

    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.

  • 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

  • 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.

  • Anand says:

    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.

  • Monika Sharma says:

    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.

  • 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

  • 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.

  • 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!

  • KumKum Bhagya says:

    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!

  • 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.

  • 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

  • Techlinu says:

    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 🙂

  • Its really amazing blog with very much helpful information, so thank you very much for writing this great blog here for us.

  • 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.

  • 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.

  • akash gola says:

    Hi Shahzad Saeed,

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

    Thanks for sharing.

  • Lawrence says:

    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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