7 things in landing page optimization that often do wrong

Disclaimer: we, the Witget project , are developing our own conversion conversion tool service. We are trying to find and summarize the experience of older and more successful comrades on the topics of Internet marketing and usability. We present to you a list of the 7 most common mistakes when creating landings prepared on the basis of materials from the SiteTuners blog . The article is supplemented with examples and tips from our team.

Landings are often undeservedly ignored. Statistics show that, on average, 83 times more money is spent on optimizing traffic than on optimizing landings. However, traffic is half the battle; the main thing is to convert website visitors to buyers. Landing can greatly shape your profits, so you should not ignore the optimization of these pages.

But even if you do not ignore the optimization of landing pages, then you are most likely looking at them through the eyes of a marketer. Only very small companies have the opportunity to communicate directly with customers, so in most cases the whole optimization strategy is based on your assumptions about the goals and desires of visitors. A marketer can present his page as a standard of highly conversion landing page, but in reality it will be a confusing maze for visitors. Below are seven simple tips on how you can optimize your pages:

1. Unclear call to action (Call to Action)

First thoughts of the user: What should I do here?

On Sandal World's homepage, not one of the key images leads the user to clear and concise actions.


Users may be lost on the page for two reasons:
a) lack of a call to action;
b) too many elements fighting for attention and knocking off the main line.

Problem: Whoever says anything about creating landing pages, but the main problem of all landing pages is the lack of a large, noticeable and only Buy button. If you don’t have it, then all games with titles, colors and sizes of elements are a waste of time. Someone will say that this is commonplace, but try visiting 5-6 landings - and you will understand how common this is.

Solution: the call to action should be the most prominent part of the page and be located on the first screen. Remove graphic elements that do not support the main line, such as huge banners or social media buttons. Audible

example . Clear message, pressure with numbers and a large button.


If you want to add a call to action, but you do not have the opportunity to finalize the programmer on the application form, then you can use the tools available on the market, the installation of which does not require programming.

For example, a bunch of buttons and pop-ups from Witget.com . When you click on the button on the site, the application form opens.

2. Too much choice

User impression: and where to click here ?!

An example of a failed landing. PunkBabyClothes.net shows several products on the home page, but all this graphics does not provide information on what needs to be done next.


Problem:Busting with graphic elements, buttons, and links will definitely confuse the visitor. The desire to show everything and everything on the main page, fearing that the client will not find the necessary information, is the main mistake of the owners of online stores. You can not scare a site visitor with an abundance of assortment. In one famous experiment with jams, one part of visitors to a chain store offered to try 3 jams and then measured the number of purchases after tasting. Another group of subjects was given a try of more than 10 different jams and also measured the conversion to purchase. Where do you think the number of purchases was higher? There were many times more purchases in the first group, where the choice was limited to a small number of products.

Decision:You should not try to make your product more visible by placing it on the main page or displaying on it the gigantic list of your assortment. The mission of the homepage is not in advertising, but in providing the visitor with a beautiful, clear and clear map of your site, where each option is easily accessible, and the access to the goods is visible. Home is also needed to create the trust of your company (about the company, reviews, contacts, promotions, advantages) and for convenient navigation.

An example of a successful landing AbeBooks.com . Successful navigation on the main page - search, names of all sections, popular, special offers.

3. Too many requests

User experience: when will it all end?

Often, marketers sin by the premature collection of information - such users can consider annoying obsession.

EXAMPLE unsuccessful Landing: site Sapato overabundance forms for filling call to action graphic elements.


Problem: Owners of the resource are trying in every possible way to get the contact of the visitor, luring him into the news section, the section with shares, distracting from the purchase.

Decision:We recommend using 1 call to leave contact, 1 call to share, 1 to take advantage of the action. Do not forbid a person to perform a targeted action if he is not registered. Understand that payment is more important than customer information.

An example of a successful landing. Babyblog.ru website is very concise - 1 central banner, 1 call to action with a form, but not intrusive.

4. Search with text

User experience: I wonder if they really think that I will read all this?

An example of a failed landing. Landing Ulmart , where 4 paragraphs of text that do not carry practical information for the client. "The old stuff keeps you awake" - hardly the old technique - this is what prevents sleep. The banner did not reflect the pain of the client, since the main problem is nowhere to put new appliances or furniture.
“The cost of the pick-up service” - disorientates the visitor by color, shape and location, and as a result causes a desire to click on this heading as a button.


Problem:When searching for an interesting and advantageous offer, site visitors do not read, but scan the page - run through her eyes in search of key information and call to action that will help them make a choice. Therefore, large amounts of text and elements distracting from the key message on your page will immediately force a person to close the tab.

Solution : The landing page should consist of 1 screen and contain key information: what is offered, why it is profitable, deadlines, links to pages or the "Pay" button, a bright and memorable image (for visuals).

An example of a successful landing . Laconic landing page from Ulmart, which on one page reports all the necessary information and provides links to those products that a visitor should buy.

5. Promises

User experience: Did you give me what you promised?

Visitors come to the site from advertising, where they read your offer and are interested in it. The landing page must necessarily tell you the same thing as the extended version, otherwise the level of trust in you will drop and the likelihood of buying will drop to 0.

An example of an American Center advertisement , where they offer a 25% discount on intensive.


When you go to the site, we get to the landing page with all the shares of the center. There is no 25% discount. Please note that this material was prepared on July 3, 2014, and the main offer was posted before June 30.


Solution: Advertisements in your traffic source should lead the visitor exactly where it was promised. Ideally, you need to be guided by the principle of 1 advertising proposal - 1 landing.

6. Visual irritants

User impression: where to look?

Problem: Half of our brain is responsible for processing visual information. That is why we cannot ignore the movement. Using dynamic elements that distract the visitor from your call to action will be detrimental to your business.

An example of a failed landing. Of course, in the world of fashion sales make photos and collections. However, as in the case of Jimmy Choo , there are 5 image blocks and 2 sliders on the landing page. When landing, a defocusing occurs, loss of concentration and desire to escape from chaos.


Decision:Avoid spinning banners and sliders - they not only take up a lot of space, but can also serve as a strong distraction. Immediate initialization pop-ups on the start page also need to be tested for distraction - check if the number of registrations is less than the number of failures, then the time has come to change.

Here are some more annoying examples:
• A chat window that pops up as soon as the user loads the page.
• Huge portraits of people who fill 90% of the screen.

Pop-up window at the beginning on shoes.com


If you want to conduct a survey or incite a visitor to the target action with a pop-up window, it is advisable to show it not when the visitor enters, but when leaving.

Pop-up window when leaving the siteMeridian Travel & Tourism :

7. Lack of trust

User Impression: And why should I be sure that you are not fooling?

EXAMPLE unsuccessful work reviews Payless.com . Reviews are presented only in the form of stars. Moreover, exactly all lots have the same number of stars - 4.5, which suggests that the stars are simply put down by default for everyone. There are no reviews for specific models, there is no possibility to put this same asterisk either.


Problem: It is difficult for a client to make a choice in favor of a company without sufficient arguments. Reviews with ratings are a good reason to trust a brand. However, most companies either neglect the reviews or post them in a special section on the site, and not on the decision page.

Decision:Place trust symbols directly on the landing page and at the top of the page, adhere to professional design, and make sure that the following elements are visible on the page:
• Rating and maximum rating
• Number of ratings
• Feedback texts with customer profiles
• Block for posting your own review

Example of a successful landing from Amazon :


If you follow these simple rules, then landing conversion will increase without significant infusions.

Editor - Anna Chashchina .

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