10 Common Landing Page Mistakes + Solutions for 2025

Landing pages are one of the most effective conversion tools in eCommerce.

A landing page focuses on the specific buyer persona, offering, and business goal. Thus, a landing page helps increase conversion rate with a strategic presentation of your offering.

Whether your goal is to make visitors purchase your product, join a membership program, sign up for your newsletter, or download a digital product — landing pages can do it all.

However, many brands make common landing page mistakes that can kill or weaken the conversion rate. So, in this blog post, we’ll help you with a guide to avoid common landing page mistakes.

Let’s get started!

TL;DR — Landing Page Mistakes

For most of the landing page issues you’ll go through in this article, the solutions are within a landing page builder. So, using the right landing page builder can help you avoid or tackle these issues.

For Shopify stores, GemPages Landing Page Builder is one of the most-loved apps on the Shopify App Store. GemPages has an excellent rating of 4.9 out of 5 stars from more than 2,500 reviews.

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Throughout this article, we’ll also showcase specific use cases of GemPages that can help you rectify landing page mistakes.

10 Common Landing Page Mistakes To Avoid

Now, let’s go through all the landing page mistakes in detail and discuss the possible solutions to mitigate any negative impact.

1. Diluting Focus with Too Many Goals

First things first, define the goal of your landing page and stick to it.

If you have a landing page that’s trying to promote your subscription offer, sell a newly launched product, AND sneak in the best-selling product collection — STOP right there.

Trying to achieve various types of goals through a single landing page may cause visitors to explore all the different offerings but finalize none of them.

Solution:

Evaluate what are the different goals that you’re trying to achieve. If you have multiple business goals, that’s okay! But create different landing pages for each goal. That way, you can keep your landing pages focused on a single goal and personalize them accordingly.

Continuing with the example we discussed, you can create three different landing pages: one for your subscription offer, and the other two for the newly launched product and best-selling product collection, respectively.

Here’s an excellent example from Olipop where a landing page for the subscription offer solely focuses on its subscription offer throughout the page:

2. Not Optimizing Responsiveness for All Device Types

Landing page design must be responsive so that you can provide a great user experience to visitors regardless of the device type. Considering the increasing trend of mobile commerce, your landing pages must be optimized with a mobile-first approach.

According to data analyzed by Dynamic Yield, from August 2024 to July 2025, eCommerce sites generated 76.42% of overall traffic from mobile. 22.58% from desktop and 1% from tablet.

If you want to increase your landing page conversion rate, you must ensure that your landing page’s mobile version provides a fast and seamless experience on all devices.

Solution: 

Make sure your landing page builder enables you to effortlessly build a responsive design. Use GemPages Landing Page Builder. GemPages’ visual editor helps you easily optimize your landing pages for desktop, tablet, and mobile.

Learn more: Mobile Conversion Optimization: 10+ Proven Tactics

3. Ignoring the Landing Page Speed Performance

Page load speed is one of the critical aspects for the success of your landing page. The more time it takes to load your landing page, the more visitors will bounce off your landing page. 

When accessing sites through mobile, 53% of users leave the site if it takes anything more than 3 seconds. In other words, a fast-loading landing page can keep your visitors engaged.

Solution:

First, test your landing page speed and identify the areas of improvement. There are several factors that impact the page load speed; you need to know which ones are affecting yours. Create a speed optimization checklist to identify areas of improvement and fix them.

Learn more: 

Dropshipping Page Speed Optimization — Tips & Tools

Optimize Your Shopify Store Speed for Peak Performance

Pro tip: GemPages offers you the Instant Landing Page (ILP) feature, which is powered by Shopify’s Hydrogen technology. This headless commerce technology enables you to decouple the frontend (landing page) and backend (Shopify admin)  to provide a faster and smoother experience.

4. Landing Page Design Mistakes

Based on the quality of your landing page design, visitors may perceive the value of your brand. A poorly designed landing page would not entice visitors to take the desired action.

There are various types of design mistakes, such as:

• Cluttered design

• Too busy and text-heavy sections

• Lack of visual elements

Your landing page design should not only spark the interest in your visitors but also engage them with your content/copy.

Solutions:

Use professionally designed landing page templates. GemPages offers you an extensive library of templates. You can easily customize those templates using its visual drag-and-drop editor. Hire a professional website designer if your budget allows to do so.

5. No Performance Tracking and A/B Testing

To measure the success of your landing page, you must track the performance data.

If you find issues with the landing page's performance, it’s advisable to conduct an A/B test and fix those issues. A/B testing is a great tool to optimize your landing page for user experience and conversion rate. If you’re not using A/B testing when needed, you’re just trying your luck based on assumptions.

A/B tests help you find the best version of your landing page and maximize your conversion rate and profits. The interesting thing is — every element we’re covering in this article can be optimized through A/B testing.

Solution:

Identify the areas of the landing page that are hindering your performance. Use an advanced A/B testing tool like “GemX: CRO & A/B Testing” to conduct A/B tests and implement the version that converts the best.

Learn more: Top 20+ A/B Testing Ideas You Should Try – GemPages

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6. Call-to-Action (CTA) Mistakes

CTA is one of the most important elements on your website. After all, your conversion rate depends on how many visitors hit the CTA button. However, poorly designed or placed CTA buttons cause an issue.

Solution:

Keep your  CTA button in the above-the-fold section so that it’s noticed by the visitors even before they scroll the page down. 

Make it stand apart from the rest of the content elements on your landing page. You can do this by using a contrasting color scheme or other visual elements.

7. Not investing in High-Quality Copy

It’s not just about what you say, it’s also about how you say it. Words matter.

Especially, make sure your brand’s USP and VP are presented on your landing page copy.

In this AI era, it could be tempting to just throw some AI-generated text here and there. But if you’re not crafting your copy mindfully, you could damage your brand’s reputation.

Solution:

Speak your customers’ language. Avoid jargon. Make sure you’ve done enough research to understand your buyer persona and then write your landing page copy.

Prioritize benefits over features. If you don’t have an in-house copywriter, you can hire a freelance copywriter from platforms like Fiverr and Upwork.

8. Lack of Social Proof

A landing page without social proof lacks the element of trust.

So, of course, you need to have social proof on your landing page. But sometimes, the mistake brands make with social proof is how it’s presented. There are two important aspects to consider here: a. placement and b. format.

A. Placement of social proof

Make sure to place social proof in a way that it doesn’t go unnoticed. BOOM! Beauty showcases a great example here, as you can clearly see the element of social proof (customer testimonial) even on top of the product title. Plus, they’re guiding the visitors to explore more reviews right below the product title.

B. Format of social proof

For example, if you’re selling clothing and accessories, customers would be more interested in seeing photo reviews than text reviews. This example from Tabs Labs goes to show how the brand is keeping up with the trend by displaying video reviews:

Solution:

First, make sure you have a product review app that allows you to collect photo reviews. Encourage your customers to share photo reviews. Share user-generated content (UGC).

Apart from customer reviews, there are other ways to show social proof as well. You can showcase press mentions, expert recommendations, etc.

9. Not Addressing Common Objections or Questions

A confused or hesitant visitor would not go through the checkout.

Especially when your brand is new or you’re launching a new product, if you’re not addressing potential concerns, it can negatively impact your landing page’s conversion rate.

Solution:

Depending on the type of products you’re selling, your landing page must have a section for objection handling. Ideally, it’s done through the FAQs section.

Create a detailed FAQs section using GemPages. In GemPages’ visual editor, you can pick an FAQ section of your choice and customize it easily.

Pro tip: Review your customer service queries and complaints. Find patterns about the most common questions and issues raised by your customers. Address them all in your FAQs section.

10. Adding unnecessary navigation or distractions 

Your landing page has to have one goal.

If you add unnecessary navigation paths or links to other pages of your website, it may distract them. And you might end up losing the visitors once their focus gets diverted and they lose interest in the original offering.

Solution:

Keep the landing page content limited to your offering. The only navigation that matters to achieve the goal is the CTA button leading to the checkout page or signup form, depending on your goal.

Final Thoughts on Landing Page Optimization Mistakes

When used strategically, your landing pages can work on several missions and do so quite effectively. However, you need to invest effort and resources to nail the game.

Last but not least — install GemPages — Landing Page Builder — if you haven’t already, and start creating stunning landing pages that actually convert.

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To learn more about other eCommerce marketing strategies, tools, and best practices — check out more resources on the GemPages Blog. Also, join the GemPages Facebook community to network and learn from like-minded entrepreneurs and experts.

FAQs About Landing Page Optimization

What makes a bad landing page?

Here are some of the mistakes that can negatively impact the success of your landing page:
1. Lack of responsiveness for all device types.
2. Low page load speed.
3. Poor landing page design.
4. No optimization through A/B testing.
5. Poorly designed or placed call-to-action (CTA).
6. Poor quality landing page copy.
7. Lack of social proof.
8. No objection handling.

What makes a killer landing page?

Here are the quick tips to optimize your landing page:
1. Design your landing page with great visual and conversion elements.
2. Optimize your landing page speed.
3. Write compelling landing page copy.
4. Design a CTA that grabs visitors’ attention.
5. Boost the trustworthiness with social proof.
6. Resolve all possible concerns with detailed FAQs.
7. Optimize your landing with A/B tests.

How to test your landing page?

A/B testing is a great technique to test your landing page. Design two different versions of your landing page and use an A/B testing tool like GemX to conduct A/B test.

How to boost a landing page conversion rate?

Here are some best practices to optimize your landing page conversion rate:
1. Use conversion-focused elements such as a countdown timer and stock counter.
2. Prioritize benefits over features on your landing page copy.
3. Highlight the positive results through testimonials and user-generated content.
4. Create enticing CTA.

What is the best tool for landing pages?

If you’re building your eCommerce store with Shopify, GemPages Landing Page Builder is one of the best Shopify page builder apps. GemPages not only offers you an intuitive visual editor but also an extensive library of high-converting landing page templates.

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