Landing pages have one purpose — to convert visitors into leads, sales, or another pre-determined action such as an eBook download or list registration. Every landing page that you design needs to focus around a single action and this is where many businesses make a huge mistake. A large majority of landing pages will have multiple options for the visitor and when there is more than one option it will often result in the website visitor leaving without performing a single one.

Driving traffic isn’t cheap, as most businesses will invest a significant amount of money into search engine optimization and paid traffic. Poorly designed landing pages will result in low conversion rates so make sure you aren’t making these ten common landing page mistakes that kill conversion rates.

1. Button Color Doesn’t Cause An Action

Your CTA button needs to stand out like a sore thumb. Make sure that it doesn’t blend in with your website design to the point that it becomes unnoticeable. It should stand out and it should cause the visitor to gravitate towards to. Skype’s landing page is a great example of what a CTA button should look like. They have a white and light blue theme, but their CTA buttons are all bright green. They instantly grab your attention and the visitor knows how to get what they came for. The “Download Skype” big bright green button is impossible to miss.

CTA button

2. Call-To-Action Doesn’t Stand Out

Your CTA needs to stand out and a visitor needs to be able to immediately identify it within seconds of visiting your landing page. Take a quick look at Square’s landing page. You know immediately what they want the user to do upon hitting this page. There is a simple “Get Started” CTA in the middle of the page that automatically draws attention. They want to generate leads for their sales team, and this CTA pushes all of the landing page traffic to do just that.

example CTA

3. Call-To-Action Is Below The Fold

What happens if someone hits your landing page and doesn’t touch his or her mouse? Will they see your CTA if they don’t scroll down? Your CTA needs to be right in their face and you need to assume that the average visitor isn’t going to move down the page. Your CTA needs to always be above the fold. Hubspot has a great example of a dual call to action above the fold. A visitor can either start a free trial of their software platform or learn more about the program without even scrolling down. If they do scroll down they are presented with a lot of great information, but this page is effective even if the visitor doesn’t touch his or her mouse.

hubspot CTA

4. Using Fake Testimonial Names

You know you have seen it. Testimonials from “Bill F.” and an accompanying photo of “Bill” that is also the same photo that appears on a hundred other websites. Sure, stock photography has plenty of uses, but a testimonial image is not one of them. If you don’t have a picture of the actual customer don’t use a stock image. They look fake and if a potential customer thinks you are using fake testimonials they aren’t going to trust you enough to do business with you.

5. Publishing Testimonials From Your Own Staff

It is amazing how many businesses will use testimonials from their employees. Not only does it look suspect, but a potential customer isn’t going to base their purchase decision on an employee’s enthusiastic opinion about a company that signs their check every week. Nobody is going to be impressed if your sales manager thinks the company is the best. He should naturally think that, right?

6. Publishing Broad Testimonials

Nothing reeks of BS more than a testimonial that says something along the lines of, “The best product I have ever used!” What was so good about it? What product? These generic testimonials don’t help conversion rates and if anything they push potential buyers away because they sound so bad. If you saw this testimonial on a website what would you think:

bad testimonial

It is so generic and doesn’t even use a full name. It provides useless information and instantly triggers the BS meter.

7. Relying On Just Video

Not everyone is going to watch an entire video on a landing page. You have to assume that nobody is going to watch it all the way through. This is why supporting copy needs to be written to drive your message as well. The same example from Dollar Shave Club above touches on this as well. They have a great video, in fact it has received millions of views and it is shared daily on social media, yet they still have additional information on the page. They assume that not every visitor is going to watch the video. You understand what they are offering without even watching the video.

8. Complete Lack Of Creativity

A creative and well thought out landing page will trigger conversions. In the example below you will see the page Dollar Shave Club sends their paid traffic to. Their video became very popular and was responsible for putting them on the map. Their entire marketing campaign revolves around creativity, and when someone hits this landing page they can view the popular video, see some highlighted features of the program and quickly sign up.

good landing page

9. Poor Text Copy

Your landing page needs to have very clear and concise copy. If you have long paragraphs of information you won’t get your message across because most people will lose interest before they read through it all. Using attention grabbing headlines and bullet lists to highlight key selling points is the best approach. If you take a look at one of the PPC management landing pages my company uses you will see that we have minimal copy. A simple heading and five bullet points is all we need to drive the visitor to complete the form to the right.

Market Domination Media landing page

10. Not Making Your Offer Clear

Never assume that the average visitor is going to know what you want them to do once they hit your landing page. You have to spell it out for them and make it perfectly clear. Too many options without any direction will lead to the visitor leaving, so it is best to design each landing page with one action, making it clear how to complete it.

Take a look at what visitors see when they land on the KISSmetrics website. The visitor has one option and one option only, which is to provide his or her website URL to continue. There is also an option to sign in, but that is for existing customers that have already converted. There are no other distractions or options. There aren’t other pages to navigate to.

kissmetrics landing page

A simple landing page mistake can ruin your conversion rates, so make sure you build effective landing pages that don’t make these mistakes.