Jul 11, 20218:07 AM - edited Aug 12, 20219:23 AM
HubSpot Employee
Pitfalls to Avoid When Creating Landing Pages
Creating and optimizing landing pages is a crucial step in your lead generation efforts. What's a common mistake I always see and try to avoid? Not having a second offer or CTA on the thank you page.
It’s a smart move to keep your primary offer nice and clean on your landing page and not confuse people with multiple CTAs. However, once you’ve given the promised content to the lead, you are wise to garner their support by asking them to do something whilst they are "hot."
I always suggest making sure you utilize the thank-you page to place another CTA or offer. For example, you could ask people to share the content via a Click to Tweet link.
Langing pages should always have a clear objective and offer. The objective to your team is clear - getting a contact/meeting/ registration etc. and the offer to the viewer should also be clear - Landing pages are transactional and should be a simple path to completion.
One thing I really recommend is your call to action button should be relativly simple. I've seen some lengthy cta's and it just isnt aestheticly pleasing.
I like using a stripped down version of a website template for the landing page. Upon conversion, I redirect to a thank you page that matches the standard design of the website and encourages the visitor to engage. That way, you're not distracting the visitor from the first conversion but can give them more things to look at once they've converted the first time.
Too much information is a common mistake I see frequently on landing pages. Trying to appeal to everyone and leads to not resonating with anyone. Often the thank you page is overlook as an additional opportunity to engage the site visitor.
A weak CTA, such as "Learn More" or "Contact Us" when the market does not know the brand or the product. Therefore, education must work with curiosity and value via a stronger CTA. I've learned this the hard way and am still improving landing pages
I would recommend that the landing page it's easy to read, have navigation anchors, clear CTA's across the page without overdoing and making sure the gated content is compeling enough for them to download.
Not having a thank you or confirmation page and not having the information needed on the page to make right selections if a selection is required. Though navigational links are not recommended they do provide a consistent branding, if the page looks so close to your website design, that lets visitors know they are on the correct page, without them I sometimes wonder if it's legit.
On a first offer, I know I am signing up for future interactions with a company. When they start peppering me with a lot of questions, like, "How many people work for your company?" I start to lose interest in the offer. When it gets to a certain point, I feel like they've asked for too much information and I will exit the page. What does everyone think the right amount of informatioin is for a first interaction and what information do you gather?
Also, on future offers, it's annoying that they ask questions again. I wonder if it's just me or if customers feel that way too. I feel like if a second CTA is added, the information that was gathered originally should still be available to the company and should not be asked again.
navigation options are good, they make it more managable for the consumer. also the fewer the paragraphs/writing the better in my opinion...people tend to lose focus staring at a page with 4 different chunks of text
I always liked 'Thank You' Landing Pages that offer additional free content. While that may not qualify as a CTA, it does give the impression that you are offering a lot of value in exchange for a few contact details, which is more likely to leave people feeling like they are getting a 'good deal.'
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