Top 3 Landing Page Boo-boos

Over the past few weeks we’ve been offering landing page consultations to potential clients, I’ve had the opportunity to learn about a lot of companies across a variety of industries. While the business challenges may vary greatly, the landing pages are remarkably similar. Not regarding design or copy of course, but regarding the areas they could improve. 

Here are the top three pitfalls we’ve been seeing:

Same message for each respondent 

Most marketers are aware their target audience is made up of very different segments with very different needs, but many landing pages give the same message to everyone.  Even if you don’t have the resources to create a variety of landing pages to match the various ads you’re running, you can create one landing experience that segments your audience on the first page. That way you can speak directly to the different segments, and provide a tailored, specific message and offer for each. 

Hiding the call-to-action

Kids may enjoy hunting for Easter eggs, but it’s no fun for respondents to hunt around your page, looking for what they want, or what to do next. The whole purpose of getting respondents to click on your ad and arrive on your landing page is to get them to DO something, right? So make it easy! Keep your call-to-action above the fold, and make it obvious. The decision to click on your ad was made in a split second. Leading your respondents to the next step should be just as quick.

Too much, too soon

Lead generation is like dating. You don’t want to ask too much of your respondents too soon in the relationship. They clicked on your ad because there was something in the message that was appealing. Perhaps a free white paper, or product information. But that doesn’t mean they want to get married! Including a heavy form right on the landing page may not be the right approach. In fact, through segmentation and providing choices for your respondents, you may be able to find out lots about them without even having to ask directly in a form. It’s much friendlier.