In today’s highly competitive online marketplace, landing pages play an integral role in converting visitors into customers. These pages serve as the frontline of your digital campaign, designed to attract, inform, and ultimately persuade your audience to take action. However, despite their significance, many landing pages fail to meet their conversion potential due to a number of common mistakes.

We’ve created this table as a handy reference guide to pinpoint the 15 most frequently encountered mistakes on landing pages. These mistakes can range from issues with messaging and user experience, such as missing call-to-actions (CTAs) and poor clarity, to trust-related concerns, like lack of authentic social proof.

But simply identifying these mistakes is not enough. The table also provides practical solutions to each of these issues, along with real-world examples, to help you avoid these pitfalls and optimize your landing pages for success. Whether you’re a digital marketing professional, a small business owner, or just someone interested in improving your online presence, we believe this table will serve as a valuable resource.

Remember, every visitor who lands on your page is a potential customer. Avoiding these common mistakes will not only improve your page’s conversion rate but also contribute significantly to your overall business growth.

Common Mistake	Explanation	Solution	Example
No pain	The visitor does have the problem you solve. But doesn’t feel the pain acutely and leaves	Use the pain-agitate-solution framework to evoke the pain and drive conversion	http://makerbox.club
Objections not addressed	The visitor has objections and doubts but they’re not addressed	Review FAQs / support tickets and ensure common doubts are answered early on your page	http://convertkit.com
Lack of / bad social proof	Visitor doesn’t trust you as your proof isn’t relevant or authentic	Add testimonials to your landing page. Tools like http://Senja.io make it easy to collect + add.	https://modestmitkus.com
Not speaking to visitors	You’ve not asked visitors why they didn’t convert so how can you improve?	Add an exit intent survey with @hotjar and ask people leaving what was missing	–
Don’t know how your page is performing	You don’t know your LP conversion rate, but you’re spending time updating it anyway	Add @posthog to measure conversion performance and identify opportunities	–
Complex language	Your page language is complex and conversion decreases as a result	Use plain language, remove buzzwords and initialisms, test with: https://readable.com/text/	–
Messaging is unclear	Your page has no clear who / what / why but you’re still expecting people to convert	Add who your product is for, what it is and why they need it BEFORE the first CTA	http://roastmylandingpage.com
No USP language	You sound like every other product in the space. Visitors cannot compare you	Add comparison language like “the only product to…” or “finally…” or use comparison tables
All tell, no show	Your page is only benefits language and unsupported text claims	Add interactive demos, product animations, walkthroughs and case studies to evidence what you’re saying	http://savvycal.com
Centred on you, not your visitor	Your page is focused on your business, not your visitor and their problem	Add ‘you / your’ language, and prioritise your visitor over and over again.	http://buffer.com
Poor clarity and walls of text	Your page is difficult to scan so visitors lose interest	Add headings to each section, break up walls of text, support with visuals	http://llamalife.co
Missing CTA	The visitor likes what you do but there’s not CTA nearby when they’re ready to convert	Lock your CTA to your menu (especially on mobile) so it’s ALWAYS available	http://dovetailapp.com
Horrible demo booking page	Visitor is interested, has gone to book a demo, form doesn’t convert	Add a solution
Inauthentic proof	The visitor likes your product but your testimonials look fake	Text testimonials = good. Video testimonials = conversion gold. Collect them with a tool like http://Senja.io	http://storytail.io
Hard to get setup	The visitor likes your product but worries setup is too complex	Offer templates, how-to guides, and concierge migration

Recap

We’ve examined the crucial role that landing pages play in digital marketing and how certain mistakes can significantly hinder their effectiveness. To assist in enhancing your landing page performance, we’ve identified and discussed 15 common mistakes that many businesses often overlook. These range from issues of clarity and readability, lacking compelling call-to-action, and poor use of social proof, to complex setup processes.

However, identifying these pitfalls is only half the battle. Thus, we’ve also provided practical solutions for each problem, along with real-world examples for you to draw inspiration from. By applying these fixes, you’re taking proactive steps towards boosting your conversion rates, enhancing user experience, and ultimately, driving your business growth.

Remember, every visitor to your landing page is a potential customer. Making your landing page as effective as possible will not only increase conversions but also strengthen your overall online presence. As you refine your landing pages, consider these common mistakes and our proposed solutions, always aiming to offer your audience a seamless and engaging experience.