360 Conversion Rate Analysis

5 Reasons Why Most Designers Fail at Creating Goal-Focused Landing Pages

In terms of focused campaigns, landing pages are about as in-vogue as it gets. They're a chance to work some serious branding, and show off your business just about any way you'd like. Not only that, but they benefit from viral spread and, unlike some other marketing efforts, drive traffic directly to a desired page.

Obviously crucial, but also tricky to pull off. Landing page marketing has many companies sailing into new waters. To illustrate the point, a study from DIY landing page mavens Wishpond found that 66% of companies tried out multiple landing pages on their sites, but only 13% thought they were doing a decent job.

If you're currently thinking about firing up your own landing page campaign, try to keep these common errors in mind:

1. Forgetting to Go Mobile

Responsive design is a must for any page in these increasingly mobile-dominated days, but it's extra important for landing pages. Landing pages are, by nature, visual, and work best when they snag interest and funnel users toward to a call-to-action. Poor responsive design ruins that natural flow toward a conversion.

2. Getting Lazy with A/B Testing

A/B testing is absolutely crucial when we're talking landing pages. Even tiny changes in copy can have unexpected effects on a page's success; sending out at least two or three versions into the wild and running a proper conversion optimisation strategy is the only way you can make sure you're working towards an optimal campaign.

3. Non-Obvious Value Propositions

One key to making landing pages click is to ensure that they actually present a unique offer or opportunity to visitors. If you're just trying to promote something prominently displayed on your main site, you may snag some visitors, but you'll miss a wealth of others who already know your brand, and are hunting for new ways to engage with you.

4. Serving Too Many Calls-to-Action

Try to stick to one call-to-action per landing page. At heart, these pages work best when they're completely designed to drive visitors toward a single event – split that up, and you risk quickly exhausting web users' short attention spans. HubSpot has a crafty suggestion for still sneaking in those extra offers – stick them on a thank you page, so that only users who have already made your desired conversion will see them.

5. Forgetting Who You're Designing For

All the hard and fast rules you'll see for landing page design aren't nearly as important as designing for a buyer persona. Common knowledge states that copy should be brief and minimal – but if you're trying to attract people with an appreciation for long text? Break that rule in a heartbeat, you may be glad you did. One study found that long-form copy could more than double conversion rates in some contexts.