Common Landing Page Mistakes

It’s obviously important to carefully craft your Facebook ad, and to monitor and test your CTR’s. But your landing page is crucial as that’s where the rubber hits the road: Your landing page is where your visitors will either become a fan, customer, or subscriber, or will click right out, never to be seen again.

And yet, surprisingly, I see the same landing page mistakes repeated again and again. Make these mistakes in your PPC campaigns and you’re literally throwing away your advertising budget.

Too Complicated

Your landing page should have one purpose: To convert. Whether that’s to get your visitors to buy something, to enter their email, or to like your fan page, it should be easy for visitors to see what’s expected of them.

The layout and the message should be clean and simple, with a clear call to action. What do you want them to do? Make sure YOU know exactly what you want them to do, and then make it really, really clear they know to.

Below is a landing page for a company that recently advertised on Facebook. There is SO much going on on this page. If you landed here, what would you do first? What catches your eye?

For me, the ads stuck out like a sore thumb. I can see they want me to enter my email, but it’s definitely not the first thing I noticed. There is no obvious call to action, and there’s so much going on, it’s hard to know where to look.

 

Screen Shot 2012 03 28 at 11.15.31 AM Common Landing Page Mistakes

 

Not Tested

If you’re going to spend money driving traffic to your landing page, you might want to check that the page is working properly (I don’t know, is this just me?).

Is the page taking a long time to load? Are the images displaying correctly? Are there warning signs on the page? Is the page displaying properly in all browsers?

 

Screen Shot 2012 03 28 at 11.26.15 AM 1024x682 Common Landing Page Mistakes

(Notice the warning and error messages scattered through the page)

 

Landing Page Not Consistent with Ad

When people click on an ad, they do so because they think they know what’s on the other end of that click. If you’ve done your job with your ad copy, people have a clear idea of either what’s they’re getting or what’s expected of them on the landing page.

If your landing page doesn’t meet their expectations, there’s a good chance they’ll bounce right off the page.

For instance, here’s an ad I saw today:

Screen Shot 2012 03 28 at 11.31.26 AM Common Landing Page Mistakes

I’m expecting that when I click on the ad, I’ll be taken to a page (whether offsite or on) where I’ll get more information about having my story published.

Instead, when I click on the ad, I’m taken to their wall:

Screen Shot 2012 03 28 at 11.31.40 AM Common Landing Page Mistakes

 

There is information in their banner as to how I can submit my story (through their website), but there is no direct link, no place to enter my email address, nothing addressing why I’d want to share my story or even like their page.

Asks for Too Much of a Commitment

When people click through to my landing page, they’re *just* starting to get to know what my offer, promotion, or company is about. The goal is to entice them…so try to avoid scaring them off by asking for too much information! (Think of your landing page kind of like a first date).

It’s much, much easier, for instance, to convince someone to give their email address if that’s all you’re asking for. Don’t ask for copious amounts of personal information. You don’t even need to ask for their name. An email is great for now!

 

Screen Shot 2012 03 28 at 11.25.41 AM Common Landing Page Mistakes

 Landing page requesting tons of information (and they’re all required fields!)

Do you have any examples of a particularly bad landing page faux-pas? I’d love to hear about it below!

4d566de7d71dfa46508cfc2cccc28f3c Common Landing Page Mistakes

Looking for more info? Check out our video, ‘How to Avoid Landing Page Mistakes‘ on on our YouTube Channel. And don’t forget to subscribe!

Related posts:

  1. How To Avoid Landing Page Mistakes With Facebook Ads
  2. Elements of Your Facebook Ads Landing Page: The Call to Action
  3. Elements of Your Facebook Ads Landing Page: The Headline
  4. Elements of Your Facebook Ads Landing Page: The Content
  5. Top Free Facebook Landing Page Creators

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