4 Landing Page Mistakes Everyone Makes (& How To Fix Them!)
Your ecommerce landing page is your chance to make a good first impression or to seal the deal. Get it wrong, and you’ll have leads dropping like flies.
Think of your landing page as your brick-and-mortar store. No matter how pleasant the journey was to get there, it would be hard to convince anyone to stay if your display wasn't inviting. Your excellent targeting and ad creatives can go to waste if your landing page is poorly designed.
To help you, we’re listing down the four most common landing page mistakes and how to fix them!
Not Optimising For Mobile
As of the second quarter of 2022, nearly 60% of global website traffic comes from mobile devices and it’s even higher for social media traffic. If you have a landing page that’s not optimized for mobile, you might as well not have one. To make sure your page is ready for your mobile audience, here are some tips:
Use responsive design - Use a web design that automatically adjusts for different screens and devices.
Image source: FLO
Take a look at how FLO’s website adjusts to fit the device you’re viewing it from. The desktop site shows all client reviews in a banner, while the mobile site uses a carousel.
Have a sticky navigation bar and banner - Since most people will be scrolling and tapping from their mobile devices, they can easily miss important call-to-action (CTA) buttons or information. Ensure your most valuable content is always on screen with a fixed navigation bar.
O&M’s page has a sticky banner with an add-to-cart button that works both on its desktop and mobile site. The banner helped increase the brand’s click-through rates particularly on its mobile site which generates more traffic.
Use images to communicate your message - Mobile screens are significantly smaller than on desktop. You won’t have enough space for detailed product descriptions. Use bullet points and highlight product photography instead.
Perfect Keto describes its product in a single but informative sentence. For more details, everything is broken down into concise bullets.
To find out if your ecommerce landing page is mobile-friendly, use Google’s mobile-friendly test tool.
Image source: Google
2. Zero Social Proof
A whopping 89% of customers read online reviews before pushing through with a purchase. Without social proof on your landing page, it’s hard to establish your credibility. With no chance of visiting your store in person, your page visitors will rely on word-of-mouth feedback from past customers to determine whether your products are worth the purchase.
To encourage more reviews from past customers, you can incentivise them with points or discounts for every review left on your page. Upon checkout, add a reminder to tag you on your social pages for more user-generated content. It would also be a great idea to sync your Instagram feed with your page for more variations of social proof.
Activewear brand Recess includes product reviews below each product to encourage purchases. Reviews are placed right below the “add to bag” button in case customers want to do last-minute research.
Image source: Snif
Aside from the standard product review thread, you can highlight your favourites and make them part of your page design. Snif, a popular candle brand, places its top reviews front and centre on each product page.
3. Boring Product Photography
Taking high-quality photos is now a must-have for an effective landing page. To up your game, you need to show your products in action and help your audience visualize themselves using them.
Take inspiration from the furniture brand Burrow. On top of showing the products as they are, Burrow adds human elements to its photoshoots. The brand also uses videos on its landing page to communicate its value proposition of enabling customers to go from setting up to settling in almost instantly. Product pages alternate between plain studio shots of the furniture and scenes that are more “lived in.”
4. Generic Messaging
There may be hundreds, if not thousands, of other businesses that sell the same product as you do. What sets you apart from the competition? Making your landing page stand out is all about branding. For example, what makes a customer decide between two identical white t-shirts from competing brands may all come down to creative product labelling.
Focus your messaging on what value you can bring to your audience and why they should choose your products over others.
Image source: Frankie General Store
Frankie General Store’s page effectively communicates what makes it different from other similar concepts. The page has a “What We Offer” section that highlights key selling points such as ethical, small batch, and handcrafted.
Get Started
With these tips, you’re ready to create a landing page that doesn’t just convert but also stands out from the competition! Remember that it’s all about creating a good user experience for your audience from browsing to buying.
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