Your landing page is the facade of your website. An unstructured, half-baked and distasteful landing page will only lead to the reduction of traffic and conversions.

Here are 7 landing page mistakes that brands commonly commit:

1. Slow Page Speed

Speed has probably the single biggest impact on landing page performance. A fast loading page garners better Call-To-Action (CTA) than a slow connection. Customers looking for information are already on wheels and a slow loading website will add to their braking which will, in turn, disinterest them in your brand even if the content is appealing. Research has proven that a page loaded within 5 seconds is able to keep customers glued to the website.  E-commerce sites are the most affected. A delay after 3 seconds could lead to a higher bounce rate.

Quick Tip: You can check your landing page speed on Google Analytics.

2. Irrelevant Content

Brands should keep the landing page content as fit and relevant as a matching key to a lock! Customers will immediately lose interest if they have been duped into reading or provided information they are not looking out for!  Relevant content encompasses various factors like- landing page URL, contact form fields, images used, a write-up of the information, contact information, etc. Using click-baits to lure your customers for higher traffic to your website will not only cost you customers but also lead to a higher bounce rate and image deterioration of the brand

Quick Tip: The best way to your monitor content is to strategise the objectives and goals of the campaign or promotion beforehand.

3. Minimize Redirects

A landing page is the last stop for a customer looking to park his decisions at. Customers arrive at a specific landing page after scouting the web for their specific needs and wants. Redirecting them to another page or to another website will only instigate their patience further. Multiple redirections are the last nail in the coffin and will lead to higher bounce rate and in extreme cases can lead to blacklisting of your website. Clean, crisp and clear information spread on a single landing page will benefit both the business and the customer; customers will stay uninterrupted on a single page and brands will have traffic clutter on a single page rather than on different landing pages.

Quick Tip: Optimize your content on a single page.

4. Cluttered Content Placement

Research has shown that a single landing page has multiple offers and promotions for single product or service. They should be well-organized, clean, and clutter-free. They should be focused on only one Call-To-Action (CTA), making sure people know exactly what to do on each page. A basic and clean example of a clutter-free site is like this- A clear and bold title, relevant title image, easily navigable, information of the product/service and an enormous single yet loud CTA button!

Quick Tip: Explore ready-made templates for placement of content in a systematic, clean manner.

5. Keeping Forms Short & Crisp

Filling forms is already a tedious task for customers. Don’t add to their agony by expanding forms to a full page essay questionnaire! Forms are used to gather information for better understanding of customers’ needs and wants. They also help in attaining information required for after-sales service and remarketing. A customer fills up a contact form so that he can elaborately get in contact with the brand for further assistance or requirements. Asking unnecessary and irrelevant questions under the disguise of “understanding customers better” is a bad idea!

Quick Tip: Assess your brands objective and formulate forms accordingly.

6. Not Mobile Responsive

Nowadays, 74% of the population is mobile and on mobile! In this quick pacing life, nobody has the time and energy to sit back, open a laptop and browse the web for information. Mobile devices have become the top choices for all age groups alike! It is very crucial for brands to have a mobile responsive website or landing page. Page speed, navigation, placement of information, optimized images; Call-To-Action button should be handy and easily accessible. Research has shown that a solid mobile responsive landing page has garnered 60% of conversions.

Quick Tip: Brands should leverage the difference between an adaptive and responsive landing page for mobiles.

7. Bad Typography

In the rat race to get more and more creative and visually appealing, brands neglect one major factor while designing a landing page- its typography! Typography is basically the font used on the website. The font should have a high rate of readability and should somewhat match your brand’s image and personality.

Quick Tip: A quick testing of fonts and their readability index can help maximise results.