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About the Hosts

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

Peep Laja

Peep Laja makes websites sell. He's the founder of Markitekt and runs a popular conversion blog ConversionXL. He's originally from Estonia, and his name is actually pronounced 'Pep Laya'.

Ryan Engley

Ryan is our Director of Customer Success who along with his team, helps Unbounce

customers boost their conversion rates. He is our resident webinar host and

consummate office vegan.

About Unbounce

Build, publish & A/B test landing pages without I.T. Increase the ROI of your marketing campaigns

Director of Customer Success

Ryan Engley

Unbounce

@ryan_engley

Join our chat on Twitter

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

Founder

Peep Laja

ConversionXL / Markitekt

@peeplaja

Join our chat on Twitter

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

Recording and slides will be emailed this week

Join our chat on Twitter

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

We'll talk about...

…landing page mistakes you're making that you're probably not even aware of

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

The 10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

#1 You don't have a proper value proposition

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

A value proposition is a promise of value to be delivered.

It's the primary reason a prospect should buy from you.

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

To communicate your value proposition: • Have a unique, benefit-oriented headline • Include a specific sub-headline or up to 2 lines of text • 3 bullet points with benefits

#2 You're using cheesy stock photos

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

Instead of using cheesy stock photos: • Take your own pictures • Use your own employees whenever possible • Use forward-looking, smiling people. No closed positions.

#3 You lack credibility

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

To project credibility: • Answer the question “according to whom”? • Back up every claim • Avoid superlatives. Be specific.

#4 You don't follow the customer's thought sequence

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

To follow the customer's thought process: • Think about the conversation in the mind of the customer. Then join it. • Determine how much information they need. Give it to them. • Break long forms into logical, relevant steps

#5 There's no scent

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

Leave a strong scent for your customers by: • Making sure that the pre-click and post-click messages match • Using identical wording (dynamic text if possible) • Optimizing for clarity

#6 You're using exclamation marks!!! AND ALL CAPS!!!

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

Just say “no” to exclamation points and all caps. • Imagine you can only spend 10 exclamation marks during your whole life. • Exclamation marks don't make your offer more attractive, but they do show that you don't know what you're doing • ALL CAPS leads to slower reading & comprehension

#7 It looks like my grandma designed it

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

To design a professional-looking landing page: • Remember – first impressions are 94% about design • Crappy design = lower trust & higher friction • Stay away from Flash, image sliders and blinking stuff • Use Persuasive Design • http://conversionxl.com/5-principles-of-persuasive-web-design/

#7 It's not optimized for mobile devices

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

Increase mobile conversions by offering a mobile optimized design. • Responsive design is the leading technique • Mobile is also a mindset. Is your offer attractive to people who are waiting in line, walking, in a bar, etc.?

#8 You have too much or too little copy

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

Use only the copy you need. Keep in mind: • The more expensive and/or complicated the offer, the more copy you need • “Free offer” doesn't need much text • B=MAT (Behavior = Motivation x Ability x Trigger)

#9 You focus on social media sharing

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

Keep your visitors focused on converting by: • Having only 1 “most wanted action” on your landing page • Using social media for social proof, not virality

#10 Your call to action is not compelling

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

Create compelling Call To Actions by: • Finishing the sentence “I want to…” • Avoiding click fear – make it clear what your visitor will get • Adding urgency and/or benefits into the CTA

why.unbounce.com/for-optimizing-landing-pages

10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

Get Peep's new book. Drive more conversions from your website.

• http://conversionxl.com/unbounce