Designing a good landing page is no rocket science, yet the number of marketers that go wrong is overwhelming. We have had our share of goof ups; in fact, there isn’t one landing page element that we haven’t screwed up before we started blogging about landing page design best practices. :)

The key is to learn from your experience and avoid making the same mistake a second time.

Common Landing Page Design Mistakes

Listed below are 10 common mistakes you can and must avoid while creating a landing page:

1) Cluttering the page with irrelevant media elements – Everyone loves pretty pictures, right! Wrong (at least not on a campaign landing page)! Creative elements, when used out of context can put off the visitors. Consider the following landing page; the unnecessary image use not only looks kitschy, but would confuse the visitors as well.

Irrelevant-Media-Elements-on-Landing-Page-1024x576

We had a client approach us recently, perplexed why her visually appealing landing pages did not work. Her problem was simple; the landing page had many distracting elements, which were not relevant to her campaign. So, we asked her to get rid of the unnecessary videos and images, and as expected, there was a significant improvement in the landing page’s conversion rate.

2) Landing your visitors on your website homepage – If there was a recipe for landing page disaster, this would be its main ingredient. If your paid campaign has a focus (and it should always have one) , the landing page must be focused too. The Ad Campaign below is an example of this classic rookie mistake.

Landing-Page-Fail-1024x643

I am assuming you have more sense than money, and most ad campaigns are Cost-Per-Click. When you are paying Google (or anyone else for that matter) for every visitor that clicks through to your landing page, why would you not collect their most basic details, before they navigates away. Therefore, create customized landing pages for each campaign.

3) Poor message match – Let us assume you wish to run a new ad campaign, but you do not have the time to create a new landing page. Therefore, you link the new campaign to the landing page you had created last month for the ‘Year End Sale’.

But wait; there is something wrong with that plan: Yes, it is not year-end anymore. So, shortage of time/resources is not an excuse. You have to make sure that the main message is evident as soon as the visitor clicks through to your landing page.

4) Using too many colours to attract attention – Avoid a colour riot, unless you wish to scare your visitors off. Contrary to what you might think, they do not make the landing pages more appealing. Gaudy colour use would do nothing but harm your credibility. Instead, use 2, or at the most 3 colours, consistent with your website theme.

Too-many-colours-landing-page-1024x672

5) Using a generic headline – It is important to have a prominent headline on the landing page, consistent with the message of the ad copy. Generic Headlines for all your Landing Pages is never a good idea.

6) Giving the user too many options – Focus the user action to one simple thing, and you will have a better chance of prompting visitor action, than if you give them multiple options. If he needed multiple options, he would not have clicked on your focused ad campaign.

For instance, the following landing page has 3 CTAs: E-Book Download, Free Domain Name, and Unlimited Web Hosting. We can now safely say that Shakehand, Inc. will lose 60% of the prospects that would otherwise have converted to leads.

Avoid-Too-many-options-on-landing-page-1024x661

7) No vouchers of your credibility – This specially stands, when you are new to the business. People do not know you; therefore, give them a reason to trust your brand. Ask your satisfied customers to write testimonials. Nothing works better than an authentic customer testimonial when it comes to gaining potential customers’ trust.

8) Keeping the navigation bar – This is as good at landing the visitor on your website homepage. So, steer clear of it.

9) Too many form fields – Let’s be realistic here, the visitor hardly knows you. Why would he/she then trust you with multiple pages of information? Keep the form fields relevant. If only newsletter signups is what you are aiming at, Name and Email ID are enough.

10) Not tracking the landing page performance – Never mind its position in this article, this is without a doubt the worst landing page mistake a marketer can make. Without knowing the conversion rates of landing pages, you cannot figure out which landing page is working and which is not.

Landing-Page-tracking-1024x576

Therefore, not only will the non performing landing pages feed on your resources that could have been utilized elsewhere, the mistakes will be repeated once again, and repetition of mistakes is what we were trying to avoid right!

Alright marketers, over to you again. Tell us how many of these mistakes you are already guilty of committing.

 

LeadSquared marketing software helps businesses in acquiring customers using modern scientific marketing methods. It helps in generating, nurturing and engaging Leads with the objective of increasing probability of converting them to customer with every interaction. LeadSquared is used by marketers to connect and engage with Leads till they become sales ready.

The marketing teams will typically pass the Leads to sales team once they become sales ready. From this point onwards, sales people may use sales force automation software like CRM to manage the lead and opportunities and close. CRM is best suited after Lead becomes sales ready.

LeadSquared can also be used as simple CRM to manage customer relationships, but that’s not its core purpose and forte. Similarly, CRM software can also do a bit of marketing but that’s not what they are designed to do.

CRM is not a replacement for LeadSquared and vice-versa. Rather, LeadSquared and CRM are complementary.

Following is a brief feature comparison of CRM and marketing software, LeadSquared. The comparison is with CRM software is general in nature and not specific to any CRM software.

Legend:

crm and marketing checklistThe solution has a strong implementation of feature
crm and marketing checklistThe solution either does not have the feature or it has a very weak implementation
crm and marketing checklistThe solution has partial implementation of feature or (in case of CRM) many of the solutions do not have it
FeatureCRMLeadSquared
Email Campaign Deliverability and Reputation managementcrm and marketing checklistcrm and marketing checklist
Email Campaign Tracking (Delivery, Open, Click tracking)LeadSquaredLeadSquared
Email Template LibraryLeadSquaredLeadSquared
1 to 1 tracked EmailsLeadSquaredcrm and marketing checklist
Email Campaign Performance AnalysisLeadSquaredcrm and marketing checklist
Landing Page DesignerLeadSquaredcrm and marketing checklist
Landing Page Template Librarycrm and marketing checklistcrm and marketing checklist
Mobile Optimized Landing Pagescrm and marketing checklistcrm and marketing checklist
Rich Media content (video, slideshare) in Landing Pagescrm and marketing checklistcrm and marketing checklist
Compare Landing Page Performance in real timecrm and marketing checklistcrm and marketing checklist
Landing Page Auto-responderscrm and marketing checklistcrm and marketing checklist
Lead Capture (Web, Email, Import, Manual)crm and marketing checklistcrm and marketing checklist
Segmentation by Lead behaviourcrm and marketing checklistcrm and marketing checklist
Dynamic Lead Listcrm and marketing checklistcrm and marketing checklist
List Managementcrm and marketing checklistcrm and marketing checklist
Lead Deduplicationcrm and marketing checklistcrm and marketing checklist
Lead Activity Trackingcrm and marketing checklistcrm and marketing checklist
Lead Scoring by behaviourcrm and marketing checklistcrm and marketing checklist
Lead Gradingcrm and marketing checklistcrm and marketing checklist
Real time Lead Source Analysiscrm and marketing checklistcrm and marketing checklist
Outlook integration (for Lead tracking)crm and marketing checklistcrm and marketing checklist
Top Lists & Leadscrm and marketing checklistcrm and marketing checklist
Lead & Visitor tracking (activity & behaviour)crm and marketing checklistcrm and marketing checklist
Website Traffic Analysiscrm and marketing checklistcrm and marketing checklist
Lead Activity and Result Summary reportscrm and marketing checklistcrm and marketing checklist
Account Managementcrm and marketing checklistcrm and marketing checklist
Opportunity creationcrm and marketing checklistcrm and marketing checklist
Sales Forecastingcrm and marketing checklistcrm and marketing checklist
Sales Process Managementcrm and marketing checklistcrm and marketing checklist
Call loggingcrm and marketing checklistcrm and marketing checklist
Document librarycrm and marketing checklistcrm and marketing checklist
Case Managementcrm and marketing checklistcrm and marketing checklist
Contractscrm and marketing checklistcrm and marketing checklist
Channel Managementcrm and marketing checklistcrm and marketing checklist
Tasks & Reminderscrm and marketing checklistcrm and marketing checklist
Inventorycrm and marketing checklistcrm and marketing checklist
Products & Pricingcrm and marketing checklistcrm and marketing checklist
Quotescrm and marketing checklistcrm and marketing checklist
Vendorscrm and marketing checklistcrm and marketing checklist
Purchase Orderscrm and marketing checklistcrm and marketing checklist
Sales Orderscrm and marketing checklistcrm and marketing checklist
Invoicingcrm and marketing checklistcrm and marketing checklist

 
crm and marketing

Last week, we discussed at length about effective landing page design and its importance in deciding if a marketing campaign would work or not. Today’s article is a continuation of the previous one, and would equip you with at least the basic understanding of landing page design. Here we go!

Landing Page Design Best Practices

In case you are wondering, this is why the count starts at 6.

6) Use relevant media elements, but don’t go overboard

A short video/graphic element aligned with the prime focus of the landing page is definitely a good practice. It would help visitors understand your offering better. However, a lot of flashy content on the landing page would do nothing but distract the visitors.

So, get to the point directly. Check out this example.

Clear-Landing-page-objective


This landing page design has a video relevant to the content, however it is quite subtle, therefore does not overshadow the focus of the landing page.

7) Keep it uncluttered

The landing page should be neat, without any unnecessary links or elements. The following landing page has a lot of content, which would confuse a visitor.

Get rid of all the elements that are not aligned with the prime focus of the landing page, and do not aid in conversion.

cluttered landing page

8) Keep the copy short and precise

You have succeeded in bringing the visitor to your landing page. Chances are the prospect does not care how full of witty wordplay the landing page is. They would want you to come to point directly, so give them what they expect.

(I hope you are not getting tired of my ‘stick to the point’ reminder already! Get used to it folks; it is THAT important). :)

9) Client testimonials

Nobody likes to hear boastful self-proclamations of your achievements. Therefore, instead of doing it yourself, let your clients vouch for you.

Testimonials can work wonders to build the visitors’ trust in the brand. However, remember to use authentic testimonials only, with a link to clients’ LinkedIn profiles.

10) Collect only vital information

Do not ask the visitors to share anything more than the most important information. A long form can put off the visitors, and the bounce rate of such landing page would be higher than normal.

11) Create a responsive landing page design

There is a digital revolution brewing, and only those who adapt will survive.

Your prospective customers spend 60% of their day on the move. You put in a lot of time and effort in catching their attention during the 40% of the day, when they have their notebooks handy. Then, why should you pass on the opportunity to catch their attention during the major part of the day? So, stop resisting, and adapt, otherwise your competitors would beat you to it. Create a mobile optimized version of each of your landing pages.

responsive landing page

12) Social sharing buttons on landing pages

You definitely want people to talk about that free eBook you are offering. Why not make it easy for people, and give social sharing buttons on the landing page.

13) Search Engine Optimization of landing pages

You would want to spread the word about your offering; do not hesitate in optimizing your landing page for the relevant keywords.

Display your phone number and logo on the landing page. Phone number would not only give people another mode to get in touch with you, but would also increase your credibility.

Logo, on the other hand would help you maintain consistency with your website, and help your visitors identify the landing page as yours

15) Keep testing

Marketing is experimentation. You never know what would click, so keep testing. However, practice great caution, and phase out the pages that do not work; otherwise, you might be stuck in never-ending testing cycle.

Something as simple as form placement on the landing page design can also have widely variant results. In general, a form in the right column has been reported as more effective, however moving the form from right to left column reduced the lead cost for one of our clients to half.

A/B Testing Landing Page

These were the landing pages involved in the test. Note that both the landing page designs and content are identical; except the form placement.

Therefore, here’s a thought worth remembering:

“A landing page design that works for some other business, might not work for you. Keep trying new things, and learn in the process.”

Over to you now, folks. Implement these landing page design tips, and let us know if they worked.

Before getting into the details of landing page design, it is of vital importance that you understand its purpose. Let us dive in, shall we!

What are Landing Pages?

If you have hung around the digital marketplace long enough, you probably know this already: Landing Pages are specially designed pages where you want your campaign traffic to “land”.

Landing_Page_Purpose

Are Landing Pages Important?

Yes, without a doubt! Your ads may have the best copy on the web, but without an optimally designed landing page, they will not get you conversions. I have seen marketers create great ad campaigns, but link them to their website homepage. This thought brings us to the very first rule of landing page creation:

No matter how great your website is, directing campaign traffic to your homepage is always a mistake.

Now, why did I call directing your campaign traffic to website a mistake? There are multiple reasons. I would give you just 2:

1. Websites in general have great amount of information, and not one specific action driver (example: form to fill) as focus. This information overload results in distracting the visitor away. Therefore, even though you are wasting clicks on your ad, you are unable to capture the lead information.

2. Your campaign visitor had clicked on your ad with one specific intent, maybe to “Signup for Spanish Classes” as you had specified in your ad. But, when you redirect them to your Language Training Website, with details of French, German and other courses, they would be lost, without a specific action to take. Result: They “might” be driven away from the website. You don’t want that.   

The best bet is to create standalone-landing pages equipped for conversion. This is how a simple landing page aimed at lead capture would appear.

Basic-Landing-Page-Design

How to Create Landing Page Designs that Work?

We have compiled a list of 15 best practices that would help you come up with great landing page designs. However, I would discuss only five in this article. The others would follow; stay tuned for that!

1) Define the Landing Page Objective  

Any marketing activity without predefined objectives is like shooting blindfolded. A landing page is no different. Therefore, the first step in creating a landing page is to set a goal. You will see that with a clear purpose, you would do a better job with the landing page design and copy as well. Initially, even an arbitrary goal would do. For instance, your goal could be to capture the vital details of people interested in SEO services.

2) Relevance

Remember, “A generic sales pitch is as good as no sales pitch at all.” A landing page is nothing but a sales pitch: if it has not been designed keeping the prospect in mind, it will fall short of its objective of capturing his/her attention.

What can I do to keep the landing page content relevant?

i) Don’t use generic landing page design ‘or’ copy

Quit linking all your campaigns to a generic landing page. Instead, model each of your landing pages on the ad/campaign that brought the prospect there.

A single landing page design for different traffic sources is not a good idea. 

Generic-Landing-Page

If you have customized your landing pages for traffic from various sources, you would do a better job of capturing your visitors’ attention.

Customized-Landing-Pages

ii) Message match

If the visits are through an ad campaign, there must be congruence in the message conveyed in the ad and on the landing page. Ensure that the main headline of the landing page reflects the message conveyed in the campaign.

Here is an example of a bad message match:

Landing_page_message_mismatch

The ad copy promises the visitors 50% discount on XYZ and Co.’s products, whereas, the landing page linked to the campaign has no mention of the offer at all.

Luring prospects onto your landing page with one promise, and greeting them with something entirely different would do nothing but adversely affect your credibility.

3) Rethink that Navigation Bar

You have the potential customer right where you want them; tread wisely now! The landing page does not need all the navigation links that are otherwise there on your website. Having distractive elements of any kind on the landing page is like showing the visitor the door. You are making it easy for him to navigate away from the landing page.

Look at the images below. On the website there is a proper navigation bar, however, on the landing page, the navigation bar has been removed to avoid distracting the visitor.  

 Navigation_Bar

Landing-Page-and-navigation-bar

4) Stick to One Point

A landing page should ideally have just one objective. Each element of the page (title, copy, video/media element, etc.) should be tightly aligned with the said objective.

For instance, SEO eBook download, which is the main keyword in the example below, has been highlighted in all the key elements of the landing page.

Landing-page-objective

5) Visible CTA

The objective of the landing page must become evident immediately, along with an effective and persuasive CTA above the fold.

Form and CTA above the fold

The CTA should stand out; for this you can use colors contrasting to the landing page background, or cues pointing to the CTA.

Let’s conclude the article with a bonus tip, shall we! Before you set out to actually design landing pages, have a system in place to analyze their performance. Only then will you be successful with the execution of Tip 1.

Keep listening folks; we will be back with more tips to help you create landing pages that work.

For now, it is your turn. Implement these tips in your landing page design, and tell us if they helped.