Landing pages are an integral part of any marketing campaign. It is where the conversion happens.\u00a0Effective landing page elements<\/a> can persuade the visitors to provide contact details, make a purchase, signup for a newsletter, download content or request demo or consultation.<\/p>\n In this article, we take you through the mistakes marketers often make while creating landing pages with ways to avoid them, for a successful email marketing campaign<\/a>.<\/p>\n A landing page, also known as a \u201clead capture page\u201d is an indispensable part of your marketing strategy, where your visitors take a step further towards becoming customers. \u00a0Almost half (48%) of the businesses build a new landing page for each marketing campaign according to Marketing Sherpa<\/a>. Here are the reasons why a landing page is important for your marketing strategy:<\/p>\n Supports your business goals:<\/strong> Your business can have various goals such as promoting a product, getting new customers, targeting a niche, closing more sales or collecting information of your existing customers. Landing pages help you in achieving these goals.<\/p>\n Generates leads: <\/strong>Landing pages help you in improving your lead generation efforts. Instead of redirecting your visitors to your company\u2019s homepage, send them to targeted landing pages that would increase the chances of generating leads.<\/p>\n Improves conversions: <\/strong>The design and content of your landing page<\/a> can influence a visitor\u2019s decision to sign-up or make a purchase. A landing page can also help in tracking reconversions of your existing leads and hence can be used to identify which prospects are more engaged with your business.<\/p>\n Lets you collect your prospects\u2019 information: <\/strong>Every time a prospect fills a form on your landing page, you get valuable data about them such as their occupation, location, contact details, and persona. This can be used to understand what type of visitors are getting converted.<\/p>\n Gives insights into your marketing activities: <\/strong>When a landing page is linked to an email, a social media campaign or a piece of content, the activities on the page can be recorded and the insights can be drawn to know which channel got you the maximum leads. Such insights can be useful in refining your campaigns and improving the effectiveness of your campaign.<\/p>\n Take a look at this email and its connecting landing page.<\/p>\n Click on the image to view the live email<\/p><\/div>\n Click on the image to view the live landing page<\/p><\/div>\n This email from J. Hilburn<\/strong>\u00a0focuses on promoting their product which is a 3-in-1 jacket.\u00a0This is a great example of a combo of email and its respective landing pages.\u00a0Both the email and its landing page describes the various features of the product.\u00a0The landing page features a video supporting the product, followed by distinctive product images that support the email.<\/p>\n Now, let us go through the common mistakes that you may make while creating landing pages for your emails and steps to avoid them.<\/p>\n Adding unnecessary information and beating around the bush, instead of keeping the message concise is something you tend to do. Using multiple images, text and CTA on your landing page will be a distraction to your visitors and will take away the user\u2019s attention from the core message.<\/p>\n To avoid the mistake:<\/strong> While designing your landing page, your main aim should be to have a conversion-centric content and design. Avoid adding any extra information that isn\u2019t related to the primary offer\/message that you want to convey to your visitors. Highlight the main message to keep the users focused on the key message and guide them to the main action they should be taking.<\/p>\n Your landing page should not be the one-size-fits-all kind. Marketers often create a single landing page for multiple offers and services, instead of targeting specific buyers\u2019 needs. Having a landing page that promotes the same service, product or offer and which is common for everyone on your email list will result in failure of conversions.<\/p>\n To avoid the mistake: <\/strong>Target specific customer\/prospect groups with the help of specific landing pages that are tailor-made to meet your business goals. Create separate dedicated landing pages for each business goal, targeting different buyer personas or selling points. This will help in better targeting your prospects and increase the chances of converting them into leads and customers.<\/p>\n One thing marketers often overlook while designing landing pages is not optimizing the forms for conversion. They often fail to design the landing pages with conversion in mind. For someone who is in the Awareness stage, asking for details more than the name and email address would lead to losing them. It is, therefore, necessary to include forms that are relevant to the targeted audience and tested and optimized for conversion.<\/p>\n To avoid this mistake: <\/strong>Get a good optimization tool that lets you test and track your landing page performance. Start out with the basic information such as the name and email address and test for the various target groups to know what works best. Review the performance and identify areas that can be simplified to get maximum people to sign up.<\/p>\n It is 2018 and majority of landing pages are still not optimized for a decent mobile experience. With heavy imagery and design, the landing pages face loading issues on mobile devices. Also, the CTA going unnoticed is often a matter of concern in landing pages accessed on mobiles. Such errors fail to give a consistent experience across devices.<\/p>\n To avoid this mistake: <\/strong>Make sure you create landing pages by keeping mobile and other smart devices in mind. Keep the design and code lightweight to avoid loading issues. Stick to a single-column layout and place the CTA above the fold. Moreover, keep the content to a bare minimum and use responsive form designs<\/a> that can adapt to different screen sizes.<\/p>\n The main aim of creating landing pages is to generate leads and convert visitors and the CTA is the deciding element. If there are multiple calls to action on a landing page, it confuses the visitors and leads to killing your conversion opportunity. Moreover, the CTA is often overlooked amidst the content and design elements of the landing page, which leads to losing your potential customers.<\/p>\n To avoid this mistake: <\/strong>Make your CTAs prominent on your landing page. Instead of including more than one CTA, include a single one that grabs the visitors\u2019 attention and stands out on the entire page. Use appropriate colors and design elements to make them visually appealing and evident. Also, place the CTA where it is more noticeable and test different variants to know what works well.<\/p>\nWhy are landing pages important?<\/h2>\n
![\"\"](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/02\/landing-page.jpg\")
<\/a><\/div><\/div>\nEmail<\/h3>\n
![\"J](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2018\/02\/J-Hilburn-Email1.jpg\" "\\"J")
![\"\"](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2018\/04\/custom-email-design-coding.jpg\")
<\/a><\/div><\/div>\nLanding Page<\/h3>\n
![\"J](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2018\/02\/J-Hilburn-Landing-Page1.jpg\" "\\"J")
Common Landing Page Mistakes<\/h2>\n
1. Too many distractions<\/h3>\n
2. Having a single landing page for multiple offers<\/h3>\n
![\"\"](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2018\/08\/campaign-management.jpg\")
<\/a><\/div><\/div>\n3. Lack of optimization in forms<\/h3>\n
4. Poor mobile compatibility<\/h3>\n
5. Confusing Calls to Action<\/h3>\n
![\"\"](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2019\/07\/email-automation.jpg\")
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