Jul 11, 20218:07 AM - edited Aug 12, 20219:23 AM
Inbound Professor
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.
Too high attention ratio - for a landing page it should be ideally 1:1, meaning 1 link related to 1 campaign goal. It is tempting to have more links, but they will simply distract the visitor.
One pitfall I've seen is with the copy. The page is way too long, the call to action is all the way at the bottom while you have to scroll through paragraphs to read. Keep the length of the page short with one clear CTA.
I think it depends on what you're asking of your audience. Direct response marketers have a long history of success with super-long landing pages, so I don't think "short" should be a hard-and-fast rule. Definitely worth testing if you're unsure!!
I'm big on having a hook right when they land on the page. Bounce rates on websites are higher than ever! You'd better do all you can to grab their attention and keep them enegaged when they land on your page.
Too much content. CTA buried or hard to locate. Outbound links that take them away from the page. A page that doesn't match where the person came from (email, social post, etc.)
A common mistake I see is having everything and the kitchen sink, and treating the landing page as a "catch-all" with multiple CTAs and different pathways.
A single, clear action has proven time and time to be the most effective, as long as the targeting is on-point. Leave your secondary CTAs to AFTER the main action has been taken.
