The webinar discussed 10 common ways that landing pages fail to optimize conversions. These included lacking a clear value proposition, using unprofessional stock photos, lacking credibility, not following the customer's thought process, inconsistent messaging between pre- and post-click experiences, overusing exclamation points and all caps, having an unprofessional or outdated design, not being optimized for mobile, having too much or too little copy, focusing on social sharing over conversions, and having non-compelling calls to action. The presenters provided recommendations for improving each area.

1. Thank you for joining us!
We'll be starting in just a few minutes
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.

3. About Unbounce

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

6. 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)

7. 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)

8. 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)

9. 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)

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

11. #1 You don't have a proper value proposition
10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

12. A value proposition is a promise of value to be delivered.
It's the primary reason a prospect should buy from you.

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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

17. #2 You're using cheesy stock photos
10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

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

24. #3 You lack credibility
10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

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

30. #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)

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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

36. #5 There's no scent
10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

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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

42. #6 You're using exclamation marks!!!
AND ALL CAPS!!!
10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

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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

47. #7 It looks like my grandma designed it
10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

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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/

53. #7 It's not optimized for mobile devices
10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

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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.?

58. #8 You have too much or too little copy
10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

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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)

63. #9 You focus on social media sharing
10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

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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

67. #10 Your call to action is not compelling
10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

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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

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

73. 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