Landing pursues marketing goals, so any mistake in building a page results in a loss of conversion and a decrease in profit. How to make a landing page correctly is more or less clear today. The most common mistakes that developers and marketers make are also known. Below we will consider 10 of them.
1. Excess information on the first screen
The peculiarity of human perception of information is that the main attention is fixed at the beginning (of the page, block, sentence, or text). According to some estimates, up to 80% of users are limited to viewing only the first screen and then either leave the page or perform a targeted action. On the other hand, the perception of meaning is associated with some mental effort. The more complex the material is organized and the more voluminous it is, the more effort a person should make to process, understand, and apply it. The average Internet user wants to get information quickly, in the simplest and most understandable form for him.
Place only the most important text information on the first screen: the main advantage for users, 2-3 secondary advantages, a button that encourages action: order a service, get a quote, find out the cost, etc.
2. Call-to-action elements are poorly placed or poorly visible
You don’t need to force the user to read and scroll through the page to place an order or request a callback. The 20% who, due to their internal organization, prefer to delve deeper into the topic and draw conclusions will reach the bottom, but the other 80%, without seeing the button, may simply close the page.
The call-to-action element must be made visible and emphasized, placed in the place on the page where the eye is drawn first.
3. The image does not stimulate the user to action
In numerous experiments, it has been noted that most users show greater loyalty to content that contains images of people. Subconsciously, users read non-verbal signs, the main of which are:
- facial expression;
- body position and direction of gaze.
Furthermore, the user refracts the received non-verbal information through himself, which directly affects his behavior, encouraging the target action.
The facial expression of the person in the image should be positive, varying in the range of "joy - pleasure." The body should be turned towards the motivating element, and the gaze should be directed toward it.
4. Intrusiveness
It is very important to maintain the adequacy of the offer and not cross that conditional line when the user feels that something is being imposed on him, rather than offered. First of all, this applies to numerous overlapping elements aimed at encouraging a person to take action. When every second screen offers to fill out a form, using such a stressful method of motivation as a countdown, and in addition a chatbot and a phone pop up - this is a clear brute force that does not lead to anything good.
Respect site visitors and do not consider them mentally underdeveloped, capable only of responding to stimuli. People are looking for meaning and answers to the question: why do they need what you offer? Incentives should be noticeable and intuitive, but there shouldn't be many of them.
5. Too many letters
The main property of a landing page is superficiality in the best sense of the word: quintessence, the most important thing, brevity. No one will read long text or voluminous reviews, even the most realistic ones.
Provide information to users in concise, easy-to-understand sentences. More numbers, symbols, statistics, graphs, generalizations.
6. Poorly structured information
The user should not find themselves in a sea of disorganized information, in which they will feel like a lost ship. A popular mistake is looping content, that is, returning to the same thing instead of expanding and including other aspects in consideration.
The user should find an exhaustive answer to one question on one screen. For example, when describing the principles of operation of the equipment sold, it is necessary to do this as completely as possible. You should not return to them on other screens.
7. Lack of facts
It is very bad if the information is of a general nature and is not supported by any objective data or facts. Empty words are always suspicious, it suggests fraud.
Give specific figures, for example: how many years the company has been on the market, what are its achievements in specific terms (number of customers, sales, returns, etc.), what savings the user can expect in monetary terms if he uses the offered service, and so on.
8. Harmoniously presented content
Errors related to the fact that the presentation of the material does not meet the objectives of the campaign or target audience are among the most common, they are extremely diverse. Avoid following rigid rules and be as flexible as possible. Yes, it is known that video content is most in demand by users. However, in some cases, it may not be useful at all. For example, if you sell something necessary in rural areas, in areas remote from cities, where data transfer speeds leave much to be desired, downloading streaming video may be a problem for the user.
Understand who the target audience of the project is: their age, social status, level of education, etc. Adjust to the needs of users. Do not forget that the text content of the page is no less important than illustrations, videos, and audio formats.
9. Content does not “catch” the user
Very often, the desire to reach the largest possible audience leads to the unification of content and the emasculation of its individuality to the point that it ceases to “catch” people. Above, we mentioned the importance of numbers and objective data that endow a product or service with certain advantages. However, such objectification should not be total.
Enter into a dialogue with users. Ask rhetorical questions (“What could be better than a warm summer evening?”) Or questions that stimulate people to take action (“What will help you gain self-confidence?”).
10. Lack of unity in design
Stylish integrity and harmony are basic rules of web design, including landing pages. You don’t need to make the page too colorful unless it is dictated by the specifics of the product being promoted (for example, multi-colored fabrics) or its variability, which is the main advantage for buyers. A large number of various graphic elements and shapes that do not harmonize with each other (for example, circles and squares) destabilizes the appearance of the site.
Adhere to the same color scheme and use a single stylistic solution for all landing page screens. A great example: case Daikin.store
Taking into account the above tips, you can avoid the most common mistakes when creating such web pages.
