11 Landing Page Mistakes That Kill Sales, and What to Do Instead
You paid for the click. Then the page lost the sale. Eleven landing page mistakes we see on Ghanaian websites and funnels, why each one costs you, and the fix.
You pay for every click from an advert. Then the landing page has a few seconds to turn that click into an enquiry or a sale. Most pages lose it.
Here are eleven landing page mistakes we see again and again, and what to do instead.
1. Slow loading on mobile data
Why it costs you: many visitors are on mobile data. If the page takes too long, they leave before it appears.
The fix: compress images, cut heavy animations and unnecessary scripts, and test on a real phone using mobile data. See website speed on mobile data.
2. A headline about you, not them
Why it costs you: "Welcome to Adwoa's Collections" tells the visitor nothing.
The fix: say what they get. "Handmade leather bags that last for years. Delivered in Accra in 24 hours." See headlines that sell.
3. The page doesn't match the advert
Why it costs you: the advert promised a specific product or offer, and the page shows something else. The visitor feels lost.
The fix: use the same words, images and offer as the advert. One advert, one matching page.
4. Too many choices
Why it costs you: menus, ten products and five buttons give visitors too many decisions. They make none.
The fix: one page, one offer, one action. Remove the menu on dedicated landing pages. See landing page vs website.
5. No price
Why it costs you: visitors who can't see the price assume it's high, or leave to find a seller who shows it.
The fix: show the price, a "from" price or a range. See pricing products online.
6. No proof
Why it costs you: Ghanaian buyers are cautious. A page with no reviews, no real photos and no company details feels risky.
The fix: add reviews with names, photos of real deliveries, client logos and your contact details. Put proof near the button. See building trust online.
7. Unanswered questions
Why it costs you: every unanswered question is a reason to leave or to message, which costs your team time.
The fix: answer the top five on the page: delivery, payment, returns, authenticity and timing.
8. A weak or hidden button
Why it costs you: "Submit" or "Learn more" at the bottom of a long page doesn't get clicked.
The fix: a clear button near the top and repeated below, saying exactly what happens. "Order now, pay on delivery." "Book my free call."
9. A long form
Why it costs you: every extra field loses people.
The fix: ask only what you need. For most leads, name, phone and one or two qualifying questions. See lead forms vs landing pages.
10. A checkout that sends people elsewhere
Why it costs you: "Send MoMo to this number and screenshot the payment" adds steps, doubt and delay.
The fix: a checkout on the page with MoMo, card and pay on delivery, confirmed automatically. See what PayLead is.
11. No tracking
Why it costs you: you can't tell which adverts brought sales, so you can't improve.
The fix: install the Meta Pixel and Conversions API, plus Google tags, and test with a real order. See Meta Pixel and Conversions API setup.
A landing page structure that works
| Section | What it does |
|---|---|
| Headline and subheading | Says what they get and who it's for |
| Image or short video | Shows the product or result |
| Button | The main action |
| Proof | Reviews, numbers, photos |
| Benefits | Three to five reasons to buy |
| What's included and the price | Clear terms |
| Questions | The top doubts, answered |
| Button again | For people who scrolled |
Test before you spend
Before running adverts, open the page on a cheap phone on mobile data and ask someone outside your business to buy. Watch where they hesitate. Fix that.
Want a page that converts?
We build landing pages and sales funnels with Ghanaian checkout on PayLead. See our sales funnels service and website design service.