As a healthcare subscription brand, your landing page plays a huge role in turning visitors into loyal customers. But many brands make small mistakes on their landing pages that can negatively impact conversions. These mistakes might seem minor, but they can lead to missed opportunities and a high bounce rate.
In this blog, we’ll go over six common landing page mistakes I’ve seen across the industry, including one that’s surprisingly common (#4 and #6). I’ll also share how you can fix them to make your landing page more user-friendly, increase conversions, and ultimately grow your brand.
Why Your Landing Page Design Matters
First impressions matter. When someone lands on your page, they should instantly know who you are, what you offer, and why they should take action. A good landing page design helps build trust, guides the user experience, and makes it easier for visitors to make a decision. If your landing page is confusing or missing important elements, visitors may leave before completing a purchase or signing up.
Now, let’s dive into the six common mistakes I’ve uncovered that could be costing your healthcare brand valuable conversions.
Mistake #1: No Sticky CTA Button
Your Call to Action (CTA) is one of the most important parts of your landing page. It’s the button visitors click to take the next step, like signing up for a subscription, downloading a brochure, or making a purchase.
The mistake:
Not having a sticky CTA button. This means the button isn’t fixed to the screen as users scroll down your page. Visitors might lose sight of it, and that means they might not take action at all.
How to fix it:
Make sure your CTA button is visible at all times, whether the user is at the top or bottom of the page. A sticky CTA that follows the user as they scroll is a simple but effective way to increase conversions.
Example:
Imagine you’re offering a 30-day free trial for your healthcare subscription. If your CTA button says “Start My Free Trial” and stays visible even when the user scrolls, it’s much easier for them to take action immediately.
Mistake #2: No Announcement Bar at the Top
The announcement bar at the top of your landing page is a great way to communicate time-sensitive offers, discounts, or important updates. If you don’t have one, you’re missing out on valuable space that could boost your conversions.
The mistake:
Not having an announcement bar at the top of your landing page means you’re not communicating any special offers or urgency clearly to visitors.
How to fix it:
Add a simple but bold announcement bar at the top of your page. Use it to showcase discounts, new offers, or any limited-time promotions. Make it clear and exciting!
Example:
If you’re offering a special discount for new subscribers, you could use the announcement bar to say, “Save 20% on your first month! Use code HEALTHY20. Offer ends soon!”
Mistake #3: Offer Not Communicated Properly in the Announcement Bar
Even if you have an announcement bar, it’s important to communicate your offer clearly and make it enticing for your visitors. You need to highlight the value of the offer and make it sound urgent.
The mistake:
Your announcement bar may include a discount or offer, but it’s not clear enough or lacks urgency, which can confuse visitors or fail to motivate them.
How to fix it:
Make your offer clear and time-sensitive. Use Alex Hormozi’s Value Equation as a guide: Focus on increasing the perceived value of the offer while lowering the perceived effort or cost for the user. Use language that makes the offer irresistible.
Example:
Instead of just saying, “Get 10% off,” try, “Get 10% off your first subscription! Use code FIRST10 before midnight tonight!”
Mistake #4: Sticky WhatsApp Button Without Tracking
WhatsApp is a popular tool for customer support and communication. Adding a WhatsApp button to your landing page can make it easy for visitors to reach out with questions or concerns. However, if you’re not tracking those clicks properly, you’re missing valuable data.
The mistake:
Having a WhatsApp button that lets users click away from your landing page without tracking the click properly. This means you can’t analyze the performance of your ads, which can hurt your ad targeting and optimization.
How to fix it:
Ensure that the WhatsApp button is trackable by using UTM parameters or other tracking tools. This way, you’ll be able to report the clicks back to your ad platform (like Meta) and adjust your marketing campaigns accordingly.
Example:
If you’re running Meta ads to drive traffic to your landing page, make sure every WhatsApp click is tagged with the right tracking parameters so you can see how many people clicked through from your ads.
Mistake #5: No UPI Section on the Payment Page
If you’re targeting Indian users, UPI (Unified Payments Interface) is a must-have payment option. Many users prefer to pay via UPI due to its convenience and security.
The mistake:
Not offering UPI as a payment option on your checkout page can lead to abandoned carts, especially for users who prefer this payment method.
How to fix it:
Add a UPI section to your payment page. Make sure it’s easy for users to select and complete the payment.
Example:
For a healthcare subscription service, adding UPI as an option on your checkout page could increase conversions, especially among Indian users who prefer it.
Mistake #6: Asking for Phone Numbers Twice
One of the quickest ways to frustrate visitors is to ask for the same information multiple times. If you’re asking for the user’s phone number both on the initial CTA click and again on the payment page, you’re making the process more difficult than it needs to be.
The mistake:
Asking for the phone number twice—once when the user clicks the CTA button and again when they reach the payment page.
How to fix it:
Pass the phone number directly from the landing page to the payment gateway. This will reduce friction and make the checkout process smoother for your customers.
Example:
If you ask for the phone number when the visitor clicks “Start Free Trial,” make sure that same phone number is passed to the payment page so the user doesn’t need to enter it again.
How to Fix These Mistakes Quickly
You don’t have to make all these changes at once, but it’s important to start testing and improving your landing page. Here’s a quick guide:
- Sticky CTA Button: Use a page builder or a developer to add a sticky CTA.
- Announcement Bar: Add a simple bar at the top with a compelling offer.
- Clear Offer Communication: Use time-sensitive language and highlight discounts or benefits.
- WhatsApp Tracking: Use UTM parameters to track WhatsApp clicks.
- Add UPI Payment: Include UPI as an option on your payment page.
- Phone Number Duplication: Use a payment gateway that allows you to pass parameters from the landing page.
Conclusion
Fixing these six landing page mistakes could be the key to improving your conversions and growing your healthcare subscription brand. Take a look at your landing page today—do you have any of these issues? Fixing them is easier than you think, and it can lead to big results.
If you’ve found any of these mistakes on your landing page, leave a comment below and let me know what you’re working on. Let’s start optimizing together!
