Are you aware that 44% of B2B clicks are often directed towards a general home page rather than a specifically designed landing page? This poses a significant issue because the relevance and effectiveness of a landing page play a crucial role in determining your Quality Score, which is the most important factor influencing your ad campaign results and expenses. Sending paid traffic to poorly optimized landing pages is analogous to indulging in a Big Mac right before hitting the gym. It’s counterproductive to your goals, as you’re essentially making things harder for yourself (or spending double the resources) for minimal returns. However, by addressing these five prevalent landing page errors, you can effectively eliminate these obstacles and begin achieving the outcomes you deserve.

Common Landing Page Mistake #1: Slow Loading Times

Headlines? Of course. CTA’s? Absolutely. But why prioritize speed above all else? You might be surprised to learn that speed arguably has the most significant impact on a landing page’s performance. Skeptical? If a page takes more than 5 seconds to load, 74% of people will abandon it. For e-commerce websites, the situation is even more dire. A mere 3-second delay could cause half your traffic to leave. That’s why leading brands strive to make their pages load in less than a second!

It’s important to note that the value proposition of a landing page becomes irrelevant if visitors don’t stay long enough to see it. This is particularly true for mobile devices (which account for outpaced desktops of internet usage) and over multiple pages during a single conversion event. Here are some quick tips to ensure your landing pages load quickly:

Check Your Page Speed

Utilize a tool like Pingdom or Google’s PageSpeed Insights to quickly gauge the loading speed of your pages on both desktop and mobile devices. These tools also provide specific recommendations for improvement, such as identifying images that need optimization.

Streamline Your Code

The most effective landing pages are clean, well-structured, and free of clutter. We’ll delve deeper into this in the next section. For now, remember that the same principle applies to the website’s underlying code. Clean, streamlined code, devoid of unnecessary elements, is the fastest way to achieve quick loading times (pun intended). This means minimizing the use of Javascript or Ajax, removing superfluous sections and tags, and so on. If Javascript is unavoidable, use Varvy’s Javascript Usage Tool tool to ensure other content loads first (as per Google’s recommendations).

Minimize Redirects

While using 301 redirects is considered SEO best practice, an excessive number of them can overload your server. Download and use a tool like Screaming Frog. Input your URL, and it will highlight redirect chains (redirects pointing to other redirects) that often arise as websites undergo multiple redesigns.

Optimize Images

Visual elements like images and videos can significantly affect a page’s loading speed. Whenever possible, host larger files, especially videos, externally (assuming your primary focus is on conversions and not SEO). With platforms like Wistia available, why opt for any other method? For other images, always resize them before uploading to avoid compressing large images (e.g., 3000+ px down to 600px) every time the page loads. Additionally, use an image compressor tool like Compressor.io.

Upgrade Your Hosting

Shared hosting, where resources are split among multiple websites, is detrimental to loading times. Avoid cheap hosting options. If you’re using WordPress for your landing pages, consider upgrading to managed hosting with providers like Kinsta, WP Engine, or Pagely and let them handle the technical aspects. For further information on page speed, refer to Kinsta’s in-depth guide on the subject. Alternatively, delegate this task to your technical team and enjoy your well-deserved Mai Tais at Happy Hour!

Common Landing Page Mistake #2: Cluttered Design

Prepare yourself for some disheartening statistics: 48% of landing pages feature multiple offers. Even more alarming? Only 16% of landing pages are designed without navigation bars. Why is this problematic? When landing pages have a singular focus and lack navigation menus, businesses have observed a 100% improvement increase in conversion rates. Yes, you read that right - a full hundred percent! Examine any list of top-performing landing page examples, like those from this one or this one, and you’ll notice a recurring theme: They’re all clean, well-organized, and free of clutter. They maintain a laser focus on a single (and only one!) call to action, ensuring visitors understand exactly what’s expected of them on each page. Considered one of the best books on usability, “Don’t Make Me Think” aptly summarizes the essence of user-friendly design. It emphasizes that the most effective way to make websites user-friendly (and enjoyable) is to make them so intuitive and straightforward that visitors don’t need to overthink their actions. Take this HubSpot example:

The main headline is prominent and bold. The large, bright orange button is impossible to miss. The absence of navigation elements ensures users remain focused on the page. And despite the volume of copy, it’s structured in a way that’s both logical and easily scannable. Or consider this homepage from MailChimp:

While they do incorporate a navigation bar (it’s a homepage, after all), the rest of the page exudes a sense of simplicity and focus. A captivating image in the center draws your attention to the page’s objective. The copy is concise, consisting of only one clear sentence. And a prominent red button clearly indicates the next step. The most effective landing pages often follow a template-like structure (concisely summarized in this Kissmetrics infographic). This typically includes a primary headline, a hero image, a list of benefits, social proof to enhance credibility, and a clear call to action. This example from Unbounce one perfectly illustrates this structure.

This is where behavior tracking tools like CrazyEgg come in handy. They help you understand what content visitors are (or aren’t) engaging with on a page.

Traditionally, ‘brand aware’ traffic tends to respond well to short, concise pages. In contrast, cold traffic (e.g., from paid advertising) might require a longer, more detailed explanation. However, the best approach is to test and determine what works best for your specific audience. The Scrollmap view (shown above) can indicate if people are leaving the page prematurely and provide insights on how to adjust the page accordingly. A simple, uncluttered landing page, free of distractions, helps visitors quickly grasp the page’s message and their expected action in just a few milliseconds.

Common Landing Page Mistake #3: Weak Headlines

Exceptional headlines have the power to encapsulate a complex value proposition into a few simple, jargon-free words. They act as the first impression for people scrolling through their newsfeeds or checking their email inboxes. Looking to improve your landing page headlines? Here’s all you need to do… First, grab a copy of Headline Hacks. Second, take a moment to appreciate the brilliant headline used on that very page.

Third, read the book thoroughly to understand what sets the most compelling headlines apart (hint: it has to do with timeless, primal human motivations). Fourth, start paying closer attention (this isn’t a meditation guide!) to the headline templates employed by industry leaders. Yes, even BuzzFeed. While their content might be questionable, their headlines are undeniably effective. Observe this example:

Instead of using a generic term like ‘rare’, BuzzFeed strategically leverages specificity by stating the exact number, enhancing credibility and piquing curiosity. Or take this example:

In this case, they promise a straightforward solution to a common problem. ‘Cheat sheets’ suggest a ‘hack’ or a simplified, step-by-step guide that’s easy to follow, promising simplicity for busy individuals. Now, notice how a similar template appears on a HubSpot landing page.

The headline formula follows a pattern similar to:

• [#] of [Helpful Done-For-You Tool] to [Make Difficult Thing Easy] Effective headlines typically achieve one of two things:

1. Offer pleasure or satisfaction (in a completely appropriate way)
2. Alleviate pain or solve a problem The first point aligns with the concept of simplicity and ease discussed earlier. People today lead busy, often overwhelming lives. Offering them simple, pain-free solutions (ideally those that require minimal effort on their part) is an effective way to capture their attention. The second point delves into negative messaging, a technique that can be 63% click through rate lift compared to positive messaging. Negative headlines often focus on helping people protect themselves from external threats. Consider the example of bed bugs – a universally disliked and seemingly omnipresent nuisance.

Negative messaging can also help individuals save themselves from… well, themselves. These headlines highlight existing mistakes and offer solutions. This very article you’re reading is a prime example. For a broader range of headline examples, check out this excellent list from CrazyEgg. It covers additional copywriting classics that have stood the test of time, including:

• What (Group or Celebrity) Can Teach You About (Industry)
• The Ultimate Guide to [Blank]
• X Little Known Factors That Could Affect Your [Blank]

Common Landing Page Mistake #4: Irrelevant Visuals

Stock photos are the worst offenders. Not just because they often appear comically overpriced, but because they’re ineffective. Studies have shown that using images of real people (as opposed to stock photos) can lead to a 35% conversion increase. For optimal results, the visuals on your landing pages should:

• Showcase your product or service in action or within a relevant context
• Provide visitors with a clear representation of what they’ll receive
• Illustrate the before-and-after transformation
• Emphasize the desired ‘after’ state, allowing people to envision themselves experiencing the benefits Leading athletic brands excel at this, as demonstrated by this example from lululemon:

They present the product in its intended environment, which is highly effective. The use of high-quality, original photography further enhances the brand message, creating a mood and tone that perfectly complement the headline and subheading. Combined, these elements form a powerful and instantly relatable message. Nike has consistently been a pioneer in showcasing its products in action. Their commercials masterfully blend product demonstrations, humor, and engaging storytelling. While achieving this level of visual storytelling is ideal, even on a smaller scale, impactful images should help visitors understand the value proposition, especially when dealing with intangible products or services.

This eBook landing page from AdEspresso uses a simple illustration to visually represent what visitors receive after submitting their information through the form. This is a crucial detail because it adds tangibility to the offer, increasing its perceived value and boosting credibility. Another excellent example to draw inspiration from is the RightSignature homepage.

While the static image above adequately depicts the concept of electronic signatures, to truly appreciate the effectiveness of this visual, you need to experience it firsthand. (Go ahead, take a look. I’ll be here when you get back). What you’ll witness is a short visual demo, a live walkthrough demonstrating exactly how the service works. This is a fantastic way to eliminate any ambiguity or doubt, assuring potential customers that starting a trial won’t be a waste of their time. Note: This homepage also adheres to the landing page structure outlined earlier: A bold headline, a captivating visual, a list of benefits with checkmarks, social proof in the form of logos and testimonials, and a prominent call to action. This brings us to our final point…

Common Landing Page Mistake #5: Generic Calls to Action

This is the culmination of all your efforts. Your landing page loads in the blink of an eye. It’s visually stunning, uncluttered, and captivating. Your headline effectively conveys the uniqueness of your offer. And the visuals instantly illustrate the potential benefits. Now, it’s time for your call to action to do its job and capture leads. The question is… where should you place it? The positioning of your CTA, while seemingly minor, is a crucial detail that helps it stand out from the rest of the page. The RightSignature example discussed earlier highlights this perfectly, as does the latest iteration of the Basecamp homepage.

Both RightSignature and Basecamp strategically position their primary CTAs in the right sidebar, above the fold. RightSignature uses a contrasting background color to make it pop. Basecamp, in addition to using color shading, incorporates a helpful arrow that guides your eye from the headline to the CTA. Another key aspect of effective CTA positioning is the strategic use of whitespace. This helps draw attention to the most important element on the page. For instance, this landing page from HighRise uses whitespace around its text elements to create a visual ‘buffer’ around the primary action – clicking the ‘Try Highrise’ button!

The choice of words in your CTA is equally important. The Highrise example, with its relevant wording, outperforms a generic alternative like “Sign Up.” As we’ve seen throughout this article, relevancy and specificity are key drivers of positive outcomes. In this case, they resulted in a 213% increase. You can further enhance relevancy by aligning your headline and CTA language. CopyHackers found that this simple tactic led to a 123.9% click lift. CrazyEgg achieves this by using the primary benefit or use case as the CTA copy. This reinforces the value proposition, reminding visitors what they gain by providing their information. Moreover, they make it BIG, dedicating almost half of the page to the CTA.

Sidekick (shown below) incorporates all the elements we’ve discussed so far. They also maintain consistent action-oriented language between the button copy and the headline’s promise.

Another subtle yet effective technique used in the Sidekick example is the click trigger placed below the button. The short line of text highlighting the number of satisfied users acts as a final nudge of social proof, alleviating any remaining concerns potential customers might have before clicking.

In a Nutshell

The most compelling offer in the world is useless if people aren’t around to see it. Slow-loading pages are the bane of conversions, driving away visitors in droves with each passing second. Cluttered designs with muddled messaging only serve to confuse visitors and distract them from the page’s primary objective. Generic headlines fail to capture attention or effectively convey the value of your offer. Irrelevant images lack the power to inspire or motivate action, and uninspiring calls to action leave visitors hesitant and unsure at the crucial moment of truth. While optimizing your PPC budget is a great first step, addressing these common landing page mistakes is equally critical. These factors significantly influence your campaign’s overall performance and determine how effectively you’re spending (or wasting) your budget. So, make sure your landing pages are free from these common pitfalls!