Landing Page Mistakes That Are Killing Your Conversion Rate
The most common landing page mistakes we see across ecommerce campaigns — and how to fix them.
A landing page has one job. Most fail at it.
Unlike a homepage, a landing page exists to do exactly one thing: convert the visitor who clicked the ad that sent them there. Here are the mistakes we see most often getting in the way of that job.
Mismatched messaging between ad and page
If the ad promises a specific offer or product and the landing page doesn't immediately reflect that, visitors bounce within seconds. Message match is one of the simplest, highest-impact fixes available.
Too many navigation options
A full site navigation menu on a landing page gives visitors an easy way to leave before converting. Landing pages built for a specific campaign should minimise distractions and competing paths.
The offer isn't clear above the fold
Visitors shouldn't have to scroll to understand what's being offered and why they should care. Clarity above the fold is non-negotiable.
Slow load times on mobile
Since most paid traffic arrives on mobile, a landing page that loads slowly on mobile is actively working against every dollar spent to drive that click.
No social proof near the CTA
A testimonial, review count, or trust badge placed near the call-to-action reduces hesitation at exactly the moment it matters most.
Fixing these issues rarely requires a full rebuild — often it's a matter of restructuring what's already there around a single, clear goal.
FAQ
Should a landing page have full site navigation?
Generally no — campaign landing pages perform better with minimal navigation to reduce distraction from the single conversion goal.
How important is mobile load speed for landing pages?
Extremely — the majority of paid traffic is mobile, so slow load times directly reduce the return on every dollar of ad spend.
Want a landing page built to convert?
We design and build campaign-specific landing pages focused on one goal: converting the click.
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