Failed landing or 10 landing page errors

Failed landing or 10 landing page errors

What does it take to make advertising profitable? “Well-designed advertising campaign” – you say! And you will be right only partly, because for advertising to work, it is not enough to develop it correctly, you also need to take care of further communication between the user and your company – about the landing page. This is a page where visitors from advertising will go by clicking on a banner, a contextual advertisement, or any other advertising link.
In this article, we’re going to walk you through the most common landing page mistakes that can nullify all your advertising efforts.

1. Inconsistency between advertising and page title

If a user clicks on an advertisement with the text “Home theaters from 20,000 rubles.” And ends up on a page with the heading “MP3 players for 10,000 rubles.” he will be surprised and disappointed, to put it mildly. In addition, if the text of the ad does not match the information on the site, the CPC will be higher for you.



landing page

landing page

In this example, we can see that the ad title says discounts. However, there is not a word about discounts on the site itself. The user will be disappointed, leave the site without ordering anything, and is unlikely to return.

The ad text says about 60% discounts on clothes. When we go to the site, we really see information about discounts, even 70%. I think this “discrepancy” will only delight users.

2. Incomprehensible, uninteresting or uninformative title

This point is a continuation of the first. The headline should not only correspond to the text of the advertisement, but also be interesting, catchy, intriguing. The same information can be conveyed in different ways. For example: “ways to save on vacation” and “how to relax for 2 weeks in Bali at the price of a weekend in the suburbs?”

This title is too general, it is difficult to understand what will be discussed next. This can be both an informational article and specific vacation suggestions.

A very interesting, engaging and intriguing title. Most users will probably want to know the answer.

3. The presence of spelling and punctuation errors and typos in the texts

This can severely undermine the credibility of the company. A competent user who noticed errors in the text will think about whether it is worth contacting a company that cannot even competently compose the text on its own website. Don’t give your visitors another reason to leave you.

4. Lack of elements of trust

For a visitor to want to become your client, the site (and the company as a whole) must be credible. This can be facilitated by: high-quality design (made not “on the knee” in 10 minutes), certificates, mention of well-known brands with which you cooperate, information about you in the press, customer reviews.

In order for a site visitor to become your client, you need to convince them that you should be chosen. And when there is not a word about the company on the site, the user will decide that the site is not ready yet and leave, or he will think that you have nothing to say about yourself.

In this case, the company posted evidence of its professionalism – licenses.

5. Fuzzy call to action

If you have detailed all the benefits of your products / services, but have not used a compelling call to action, but all efforts may be in vain. Tell the user clearly and understandably why he should do it, why with you and right now.

In order for a site visitor to become your client, it is not enough to place a “footcloth” of unreadable text about the company. You need to briefly and clearly tell about your benefits, why it is worth contacting you.

In this example, the company clearly and clearly speaks about its advantages and at the end of the text gives contacts for communication.

6. Call-to-action button not visible

After you have diligently proved to the visitor that he should become your client, do not hide the call-to-action button (“download”, “subscribe”, “place an order”, etc.). It should be easily accessible and visible. Do not force the user to “scour” the site in search of a button where you can download the book that you colorfully describe.

This page details the benefits of the book, but it remains unclear how to buy, order, download, etc.

Everything here is clear and clear: a short description of the product and next to it the button “Add to cart”.

7. An abundance of “diverting” links

Don’t link to other pages or, God forbid, other sites on your landing page. The only page where you can “send” a user is the order page.

Why is there a big tea banner in the middle of the perfume catalog? If you really need to place this ad, make it less visible and conspicuous. What is more important to you: to sell perfumes or to “send” a client to another website that sells tea?

Also, an online perfumery store, where there is nothing superfluous: only the “Add to cart” and “Compare” buttons.

8. “Overloaded” page

Do not try to “cram” the maximum information you need into the user. Think about whether he needs her? It is desirable that important information is visible on the first screen, without scrolling.

In this example, only a part of the text on the main page is presented, but this is already overkill … Internet users, as a rule, do not read voluminous texts, they simply do not have time for this.

Everything here is clear and understandable: a short text about the company and a description of the benefits.

9. Lack of testing

If your wife or mom thinks the page is user-friendly, informative and, in general, the very best, this does not mean that users think the same way. Check different options for headings, design, texts, at least on your aunt, uncle and acquaintances =) Well, there is no need to talk about focus groups … this is ideal.

10. Low quality photo or video

Using photos or videos on a landing page is an effective technique (if used correctly), but care must be taken to ensure that the photos are clear and of high quality and the videos load quickly.

Products such as jewelry should be presented in all their glory. Poor quality of photos is out of the question. The user must have a good view of the jewelry from all angles before purchasing it.

Clear, bright, beautiful photos of goods from all sides are pushing you to buy: you just want to see this camera “live” as soon as possible.

To summarize: the result of advertising depends not only on the quality of the advertisements themselves, but also on the page that “meets” visitors from the context. Check your “landing” for the listed errors, make adjustments if necessary and good luck in business!

PS If you understand that you urgently need to change something, perhaps we can help. We make a landing page “from scratch” in a week – see the “Advertising Page” service.

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