Common Marketing Page Mistakes You Should Avoid

An effective well-designed marketing page is an essential part of your online marketing campaign. It plays a huge role in stimulating conversions and boosting your sales. But if you want an effective marketing page that brings you tons of leads and conversions, these are some of the common things to avoid when creating one.

WHAT ARE SOME COMMON MARKETING PAGE MISTAKES AND HOW TO FIX THEM?

Too much information

A marketing page is different from a homepage of a website. People viewing your marketing page are most likely already interested in what you have to offer since they have either clicked through an ad, a social media post, or an email promotion. If the homepage is where you try to attract people to be interested in you, the marketing page is where you need to persuade those who are interested to take action.

Every single sentence on your marketing page should serve a purpose—why visitors should choose your product or service. An interested visitor doesn’t stay interested forever, if you don’t get straight to the point as soon as possible, they will simply lose interest and leave. 

Suggestion: Focus on crucial information.

Simplify your content and go straight to the point, so your visitors will respond to your call-to-action (CTA) as soon as possible. The longer time you take, the riskier it is to have people leaving your website.

Too flashy and distracting

Just like how too many words make people disinterested and leave your page, the same goes for including too many different visual elements on your marketing page. Too many images can distract your visitors from your message and most importantly, the CTA.

Suggestion: Keep the design minimal

Image speaks louder than words and is likely to attract attention more than words do. But if you slap on irrelevant images, that could potentially reduce conversions simply because people are distracted trying to understand what exactly this visual content is about.

Try limiting to using one or two images that represent your product or service. Use different font sizes and weights to guide visitors telling them what’s important. Typographic hierarchy is the key here.

Keeping crucial information down below

I have previously mentioned prioritizing information and keeping the vital ones in the beginning.  This is because people generally have a very short attention span, and it tends to decrease over time. If you have detrimental information buried in the middle or even deeper down in your content, it is likely your visitors might not even get there before they decide to leave.

Suggestion: Pay attention to both the top and the bottom of the page

Some would say to even keep this information “above the fold” —a 1000 x 600 pixels area where people can view without scrolling a web page. Since this is the very first thing that people will see once a web page finishes loading.

While that is true, studies also show that some people scroll down the web page even before it finishes loading. If you have a lot of elements on your page, it will slow down the loading speed.

So what does that mean? While the rule to keep vital information in the beginning still applies, it is also a good practice to reinforce these vital contents at the bottom of your page. For those visitors who actually scroll below the fold, let’s assume they’ve also read the top, their engagement is generally higher towards the bottom of the page instead.

Anything that you deem vital on your marketing page, it is best to have it both at the top and the bottom of your page. You should find a way to speak to all visitors, those who leave above the fold and those who also scrolls.

Complicated navigations

Remember, the goal of creating a marketing page is to direct your visitors to perform certain actions for you to achieve a specific goal. The more navigation options you have, the higher chance your visitors will get distracted.

Suggestion: Limit navigation options

How many navigation links you have on your website depends on your needs. But generally speaking, the majority of the landing pages out there, 81% of them, have less than 10 links. Studies even show that the conversion rates increase when removing the navigation bar (usually the top bar) from these pages.

A brand new design for every marketing page

It doesn’t matter what services or products you are promoting on your marketing page, whether it is the same or a different product. If your marketing page looks totally different from others, your visitors could be confused wondering if this particular page actually belongs to you. 

Suggestion: Create a visual style guide for your brand

Just like how you use the same color, same font, same button, same typography throughout your main web pages, the same goes with your marketing pages. Not only your current one and your upcoming page, but all future marketing pages.

Consistency is the golden rule when it comes to designing. Your targeting audiences might be different, but all your pages should speak the same tone.

MOST IMPORTANTLY, TEST YOUR MARKETING PAGE

There is no one-size-fits-all approach to creating an effective marketing page. Everything requires experimentation since different user groups might have different preferences and behavior when scrolling a website.

One of the most popular methods is A/B testing, a kind of user experience research to compare and evaluate the effectiveness between two variables. If you don’t test your marketing pages, you are leaving behind huge potentials to achieve more conversions.