6 Commonly Overlooked Ecommerce Landing Page Mistakes

You’ve put time and effort into creating your Ecommerce landing page—crafting the perfect headline, adding compelling visuals, and choosing clear CTAs. But sometimes, even with all that care, there are a few mistakes that can sneak by and hold back your conversions. And these aren’t always the obvious things like design or social proof.

Some less-talked-about issues can make a big difference in how your page performs, and the best part is that many of these problems have easy fixes you can apply right away.

In this guide, we’ll break down five landing page mistakes that often fly under the radar and give you actionable solutions to turn things around quickly. If you’d like to dive into more detail, we have a more in-depth article on the top 10 Ecommerce landing page mistakes.

Mistake #1: Not Prioritizing Core Web Vitals

With Google placing increasing emphasis on Core Web Vitals—metrics like load time, interactivity, and visual stability—it’s crucial to optimize these elements on your landing page. Many businesses overlook these metrics, not realizing they impact both user experience and search engine ranking.

The Fix

Evaluate your page’s Core Web Vitals using tools like Google PageSpeed Insights or Lighthouse. Focus on improving three key metrics:

• Largest Contentful Paint (LCP): Make sure the most critical content loads within 2.5 seconds.
• First Input Delay (FID): Ensure your page is interactive quickly, aiming for a response time of less than 100 milliseconds.
• Cumulative Layout Shift (CLS): Minimize unexpected shifts in content while the page loads, keeping the score below 0.1.

Compress images, use lazy loading for visuals, and minimize JavaScript to boost these metrics and improve the overall performance of your page. If you’re struggling with page speed specifically, check out our 5 quick fixes to speed up Ecommerce landing pages.

Mistake #2: Ignoring Scrolling Behavior

Many businesses make the mistake of focusing too much on what’s above the fold, thinking visitors won’t scroll down. But in reality, users’ scrolling behavior varies based on the content and device they’re using. Over-prioritizing above-the-fold content can lead to overcrowded sections at the top, while valuable information sits too low on the page.

The Fix

Use heatmaps and scroll tracking tools like Hotjar or Crazy Egg to understand how far visitors are scrolling and where they might be dropping off. Distribute key information and CTAs throughout the page, ensuring a balanced layout that naturally guides the visitor to scroll.

You can also encourage scrolling by providing visual cues like arrows, brief teasers of content below, or “Learn More” buttons. These small prompts can guide visitors to explore the full page without overwhelming them.

Mistake #3: Neglecting Microcopy

Microcopy—the small bits of text like button labels, form instructions, or error messages—is often overlooked. Yet, these little phrases play a crucial role in shaping the user experience. Microcopy can provide clarity, reassurance, and even a sense of personality that nudges visitors toward conversion. If these small but powerful details are ignored, it can create confusion or hesitation for your users.

The Fix

Audit your landing page’s microcopy to ensure it’s clear, helpful, and supportive of the overall goal. For example:

• Instead of a generic “Submit” button on a form, use “Get Your Free Ebook” to make it clear what the visitor will receive.
• If there’s a form field for a phone number, use a note like “Your information stays private” to alleviate concerns about privacy.

Think of microcopy as a conversation with your visitor. Address potential questions or hesitations they might have, and use friendly, concise wording to guide them to take the next step.

Mistake #4: Lack of Visual Cues

Visual cues are powerful tools for guiding a visitor’s attention, but many landing pages miss out on using them effectively. Without visual guidance, visitors might not know where to look next or what action to take, making your CTAs and key information less effective.

The Fix

Use visual elements like arrows, contrasting colors, and even images of people that draw attention toward your headline, CTA, or other crucial areas. For example, an arrow pointing to a “Sign Up” button or a model’s gaze directing toward the product can subconsciously guide a visitor’s eye.

Test different types of visual cues, from simple arrows to colored boxes around key text, to see what helps improve the page’s flow. Small tweaks can make a big difference in how visitors interact with your content and CTAs.

Mistake #5: Forgetting the Post-Conversion Experience

It’s easy to focus all your efforts on getting visitors to convert, but what happens after they click “Buy” or “Sign Up” matters just as much. Many landing pages leave visitors hanging after they’ve taken the desired action, missing out on an opportunity to engage them further or strengthen your brand.

The Fix

Create a thoughtful post-conversion experience that acknowledges the action the visitor has taken and guides them toward the next step. Whether it’s a “Thank You” page, a confirmation message, or an email follow-up, use this moment to reinforce their decision and provide further value.

• Thank You Page: Offer next steps like social sharing, a discount for their next purchase, or access to a related piece of content.
• Follow-Up Emails: Send a personalized confirmation email that provides relevant information, like delivery details, and includes a link back to your website for more engagement.

Treat the post-conversion experience as an opportunity to build trust and keep the momentum going. A simple acknowledgment or thank you goes a long way toward creating a positive impression and encouraging repeat engagement.

Mistake #6: Prioritizing Visuals Over Conversion

Visuals are a great way to make your landing page engaging, but sometimes businesses go overboard, adding flashy animations, complex graphics, or trendy design elements that might look cool but distract visitors from your main goal—conversion. Overemphasizing design can draw visitors away from the CTA or the actual message, leading them to interact with the visuals or explore non-essential elements instead.

The Fix

Visuals should support your message, not overpower it. Use them strategically to guide visitors’ attention toward key actions or information. Stick to simple, clean design that enhances readability and makes your CTA the focal point. For instance, limit animations to subtle movements that point to important content rather than flashy elements that steal the show.

• Keep It Simple: Use visuals to highlight product benefits, add context, or build trust, but always ask yourself if they’re contributing to the overall conversion goal.
• Direct Focus to CTA: Choose visuals and layouts that naturally lead visitors to your CTA. Design elements should serve the purpose of guiding users toward conversion, not keeping them endlessly scrolling or interacting.

Always ask, “Does this visual help the visitor move closer to converting?” If the answer is no, it might be better to leave it out. Aim for clarity and focus, and let your visuals play a supporting role to the copy and CTA.

Boost Conversions by Avoiding These Mistakes

Landing pages are all about driving action, and even small changes can make a big difference in how well your page performs. By fixing these commonly overlooked mistakes—from aligning with Core Web Vitals to simplifying visuals—you’ll be setting your landing page up for more conversions and a smoother user experience.

Remember, the goal is to make it easy for visitors to understand your offer, feel comfortable with their next step, and ultimately, click that CTA. And if you’re looking for expert help in optimizing your landing page to maximize conversions, we’re here to support you in every step of the way.

‍