Designing a landing page is no easy task. There are many moving parts to consider, including copywriting, design, social media, and CTA placement. And with so many decisions to make (both big and small), it’s no wonder that mistakes can easily occur. In many cases, business owners fail to take the proper precautions to ensure their landing page is up to par, both in terms of design and functionality. Sometimes, they even let simple mistakes slide.
However, because humans have shorter attention spans than goldfish, you need to be able to capture their interest almost instantaneously. Within just a few seconds, a potential customer will move on to the next best thing because of an error you may have thought was trivial. Here are five mistakes you don’t want to make with product landing pages:
Choosing The Wrong Platform
There are many platforms available, and choosing the right one is crucial. WordPress is touted as one of the best lead-generating landing page platforms because it’s simple to set up, and creative freedom is nearly endless. You can choose from thousands of free and premium themes, and even install plugins like Elementor to build your product landing page with drag-and-drop functionality.
Then, there are other platforms designed to help you launch simple product landing pages, like LeadPages (which offers WordPress integration), Unbounce, and Instapage. These may offer a quicker set-up but are typically very limited in terms of design.
Think about your site goals before you choose a platform. For example, if you want to be able to incorporate certain features, like immersive photo galleries, you will need a platform that supports it. Or, if you think you’ll be using an independent designer or developer in the future, go with a platform that allows you to scale in that direction. Budget is another thing to keep in mind. If you’re just starting out or still growing your customer base, you might want to start with a cheaper option, like WordPress, which you can get for as low as $10 per month. Other lead-capturing landing pages cost anywhere from $30 to $200 per month, and even as high as $2,400 for platforms like HubSpot.
Believe it or not, in most cases, people don’t like to see stock photography on product landing pages. It might be okay for your blog posts, but it requires special consideration for your landing page. A study conducted by MDG Advertising found that 67% of online shoppers consider quality images to be an integral part of their decision-making when it comes to purchases. The more vivid and authentic a photo is, the more likely they were to perceive ownership.
For software, beautiful screenshots are the way to go, and it would be fine to juxtapose humans with your software imagery. Sometimes, stock photography is the easiest way to mesh the two, but you might also want to add a high-res photo of someone actually using the software to add that extra touch of authenticity.
If you do use humans in your photography (whether stock photos or you your own), bear in mind that studies have shown that site visitors tend to look in the direction of the eyes that belong to the person in the photo. Therefore, you’d ideally want to have the person looking in the direction of your text.
No Clear CTA
Before you start working on your landing page, ask yourself, “What’s my main goal here?” One of the biggest mistakes people make with landing pages is cluttering it with too many options for the visitor. For example, it can be overwhelming to visit a landing page that wants you to read articles, sign up for a newsletter, purchase your newest product, watch a video, AND request a quote.
This doesn’t mean that you can’t have multiple points-of-purchase or ways to appeal to your potential customers. Instead, you should have a core goal that stands out above the rest, rather than blends in. Think about the singular action you want your visitor to take: this is called the call-to-action (CTA). Your call to action should be decently-sized, stand out, and be placed in the right area to attract the most attention. Use split testing software to help you choose between different types of CTA. This will help you choose the option that converts best.
Too Much Copy
Having too much copy on your landing page can be fatal. As previously mentioned, most people don’t have a very long attention span, and every small decision about your copy–from size to typography to color and word count–plays an important role. Too many words create information overload and dilutes the message you’re trying to get across.
Keep your sentences and paragraphs short and concise. Try to avoid using one of the pages to dominate the text. It’s best not to align left or right when you’re working on landing pages. Instead, you want to spread bite-sized bits of copy across the page evenly. You want your copy to be as scannable as possible, and clunky paragraphs make it very difficult to achieve this. For optimal results, try breaking up the text by using well-designed icons, mini-paragraphs, bullet points, color-coordinated sub-sections.