3 Landing Page Mistakes that are having an impact on your ROI

July 1, 2016

So, you've created a lead-generating landing page for your business or client, pushed customers towards the page via a paid campaign and it isn't converting like you'd hope. What is going wrong?

Every landing page optimization process is different, and our team at Prototype have seen several types of landing pages over the years. In this article we have narrowed it down to the top 3 landing page mistakes that are having a major impact on your ROI paired with landing page examples that we love.

A landing page is a marketing tool designed to drive visitors further down your sales funnel. A well optimized landing page should convert users into paying customers, however a mediocre landing page can deter a customer for life. Don't make the mistakes outlined in this blog -  ensure your business has landing pages that convert.

Slow Page Speed

It doesn't matter how well optimized your website is, if users don't stick around long enough for it to load, it won't do a thing. Taking care of the landing page speed is the first landing page optimization you need to make to ensure you aren't losing customers before they've even arrived. Nowadays, if your page hasn't loaded within 3 seconds, chances are, you've lost that customer and this is not only wasting the paid dollars that got the customer to your landing page in the first place but also impacts the ROI of the entire landing page campaign.

Google Adwords is also likely to flag your landing page for page speed issues, meaning you'll have to place higher bids for your ads to show in the search results.A slow page speed reduces your Quality Score and this means you will pay more to get customers than you would with a fully optimized page.

There are plenty of tools for page speed available from Google and from other 3rd party platforms such as Pingdom. The most common page speed issues are usually directly related to images, and using tools such as Optimizilla can help to reduce the file size down just far enough without jeopardising quality.

Illogical Design

A visitor to your landing page forms a first impression of your business in a split second. That split second will be when they decide whether they are going to stay on your landing page and look further, or bounce. Giving an excellent first impression is vital to seeing a positive ROI from your campaign. The trick is to make life as easy as possible for the visitor. They should know in an instance what they are looking at, what the campaign is for and they should trust the brand via impeccable design. Here are some reasons why a user may bounce from your page:

Here are some inspirational landing page examples.




Bland and Ill-Placed Call To Action

The call to action has to be strong for a customer to convert and there are many ways that companies fail at providing an encouraging CTA. Try these tactics when optimizing your CTA:

  • Tell the users what they will get by clicking the CTA, not what to do. As opposed to using the common 'Click Here' CTA, branch out and tell the user what they will get such as 'Get Your Guide Now' or 'Start Your Free Trial'.
  • Test the positioning of your CTA to see if it is getting lost, or just in the wrong place. Also play around with colours, if you aren't already, to help your CTA to stand out.Typically the CTA should be the first thing your visitor sees so they know where to go once they are ready to convert.

A/B Testing

A/B testing is a great way to validate that your landing page is optimized to perform at its best. Play around with layout and design, different options for CTA placement and different colours. Once you have results, you can be confident that you have landing pages that convert and give you the best ROI.

Tell us what you think over on Facebook, LinkedIn and Twitter.

Looking for profressional help on your CRO problems? Talk to Prototype experience design agency to avoid these landing page mistakes.

Written by
Alexander Rauser
Alexander Rauser


Alexander Rauser is the author of Boardroom Guide to Digital Accountability and Digital Strategy: A Guide to Digital Business Transformation, and creator of the DSX Program, a digital strategy and transformation program for Enterprises.

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