Landing Page Optimisation Mistakes to Avoid

Introduction

A high-performing landing page can turn ad spend into real ROI — but even the smallest mistakes can tank your conversions. Many SMEs in Singapore unknowingly waste marketing budgets on landing pages that are cluttered, slow, or unclear. The good news? These errors are easy to spot and fix.

In this article, we’ll highlight the most common landing page optimisation mistakes, explain why they matter, and show you how to correct them. By the end, you’ll know exactly how to avoid these pitfalls and create landing pages that convert.

Common Mistakes That We Generally See

1. Overloading your landing page with information

The Problem: Pages crammed with text, multiple offers and irrelevant details overwhelm visitors. Instead of guiding users toward a single action, overloaded pages scatter their attention.

The Fix: Focus on one clear goal per landing page. Use concise, benefit-driven copy and strip away distractions. If you need to explain more, link to a supporting page or create a content hub.

2. Weak or Generic CTAs

The Problem: Buttons that say "Submit" or "Learn More" don't inspire action. Generic CTAs fail to tell users what they'll get.

The Fix: Write CTAs that are specific, benefit-led and urgent. Examples - "Get My Free Audit", "Start My Trial Today". And pair CTAs with contrasting button colours for visibility.

Tip: Personalised CTAs like "Show My My Report" often outperform standard phrasing.

3. Ignoring Mobile Responsiveness

The Problem: More than 60% of visitors in Singapore browse on mobile, yet many pages break on small screens or load poorly. Pinch-to-zoom designs create friction and high bounce rates.

The Fix: Use mobile-first design principles. Test across devices, optimise images for speed, and keep forms short and thumb-friendly.

Stat: According to Statista, Singapore's smartphone penetration rate is above 90%, making mobile optimisation non-negotiable.

4. Slow Page Load Times

The Problem: A 1-second delay can reduce conversions by 7%. Heavy graphics, unoptimised code, and poor hosting all add drag. Slow pages are particularly punishing for paid ad campaigns where every click is costly.

The Fix: Compress images, use a content delivery network (CDN), and choose lightweight design frameworks. Test speed with tools like Google PageSpeed Insights or GTmetrix.

5. Lack of Social Proof

The Problem: Without testimonials, case studies, or trust badges, visitors hesitate to convert. In industries like finance or healthcare, lack of social proof can be a deal-breaker.

The Fix: Add reviews, client logos, and real customer stories. For Singapore SMEs, highlighting partnerships with local brands or showcasing familiar household names builds instant credibility.

Tip: Video testimonials are particularly persuasive in trust-driven industries.

6. Not Testing & Iterating

The Problem: Launching a landing page and leaving it untouched assumes you got it right the first time. User behaviour changes, and static pages quickly become outdated.

‍The Fix: Continuously run A/B tests on headlines, CTAs, and layouts. Tools like VWO and Unbounce make this simple. For a detailed process, see our guide: Landing Page A/B Testing‍

Extra Tip: Even small tests — like swapping a headline or shortening a form — can lead to incremental gains that add up to big results over time.

7. Cluttered Forms‍

The Problem: Asking for too much information upfront causes drop-offs. Users hesitate to give away sensitive details before they trust you.‍

The Fix: Only ask for what you need. Use multi-step forms for longer processes. Test fewer fields first, then expand as trust grows.

8. Ignoring Analytics & Heatmaps‍

The Problem: Without analytics, you’re flying blind. Many SMEs don’t track what users click, scroll, or ignore.‍

The Fix: Use GA4, Hotjar, or Crazy Egg to visualise user journeys. Heatmaps reveal where people drop off, so you know exactly what to fix.

9. Forgetting SEO Basics

The Problem: Landing pages often focus only on paid traffic, ignoring organic search. Without SEO optimisation, you miss out on free, long-term traffic.‍

The Fix: Add relevant keywords, meta tags, and structured data. Ensure fast loading and mobile optimisation (ranking factors for Google).

10. No Clear Value Proposition

The Problem: Visitors leave if they don’t understand what’s in it for them within 5 seconds.‍

The Fix: State your unique value proposition above the fold. Highlight how you solve their problem better than competitors.‍

Tip: Pair a strong headline with a supporting subheadline for clarity.

How to Audit Your Landing Page for Mistakes

Performing a quarterly audit ensures your landing page stays effective:

1. Run a speed test (Google PageSpeed).
2. Review copy clarity — is the benefit obvious?
3. Check mobile rendering across devices.
4. Analyse form drop-offs with analytics.
5. Gather user feedback through surveys or testing.

Creating a checklist helps you catch mistakes early and maintain consistent performance.

Best Practices Checklist

• One goal per landing page
• Strong, benefit-driven CTA
• Mobile-first responsive design
• Fast load speed (<3 seconds)
• Testimonials or case studies
• Regular A/B testing
• Short, frictionless forms
• Analytics & heatmaps installed
• Clear, compelling value proposition

FAQs

Why do landing page mistakes hurt conversions so much?

Because small errors compound — unclear copy, weak CTAs, and slow load times create friction, making visitors drop off instead of converting.

Which landing page mistake is most common for SMEs?

Most SMEs overload their pages with too much information or ignore mobile responsiveness, both of which are conversion killers.

How often should I review my landing pages for mistakes?

At least once every quarter — and after any major campaign launch.

How can I find out if my landing page has mistakes?

Use heatmaps, run usability tests, and monitor analytics. High bounce rates and low form submissions are red flags.

Conclusion

Landing page optimisation mistakes are easy to make — but they’re also easy to fix once you know what to look for. By avoiding clutter, crafting strong CTAs, focusing on mobile, and testing continuously, your landing pages can turn clicks into conversions.

Want expert eyes on your landing pages? Our team at ALF Design Group specialises in UX research and Webflow landing page design to help SMEs in Singapore build pages that convert. Book a consultation today and stop wasting valuable ad spend.

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