If you’ve thought about using AI to build your company’s landing pages, you may’ve wondered: could I go wrong with this?
You’re not risking your website design (and company’s reputation) by using an AI page builder. If anything, AI copy and design can save you hours, weeks, even months on creating landing pages. Great-looking, high-converting ones.
An AI landing page builder is especially valuable for increasing conversion opportunities — whether you’re scaling up with new pages or running ongoing promotions.
But mistakes can still happen, AI or not. Here are the most common pitfalls businesses face when using AI landing page builders and how to avoid them.
Not editing AI-generated copy
Not selecting the right template
Not using A/B testing enough
Not showing trust signals
Not editing AI-generated copy
Some AI page builders focus on design and layout while others offer AI-powered content generation. Letting AI have the last word on copy is a common faux pas that can impact prospects’ experience on your landing page.
For example, imagine a situation where AI has created quality copy, just not in your conversational and peppy brand voice. An inconsistent tone can be jarring for existing customers and new users exploring your site, making it harder to build and maintain trust. There is evidence supporting this statement:
A 2-part study tested pairs of website with content similar in all ways but for the tone of voice used. It found that the difference in tone of voice affected users’ impression of how friendly, trustworthy, and desirable a business was, which in turn, impacted their willingness to recommend that company.
During a human review of AI-generated landing page copy, a departure from the brand tone can be spotted and corrected. Any other adjustments to copy can be carried out during the review so your landing page is closer to going live sooner. In a case where you’re using an AI writing assistant that generates copy in your brand voice, editing, and finalizing landing page copy is bound to be even more efficient. One such example is the leading AI writing assistant Narrato.
The AI landing page generator creates landing page copy in your brand voice or a specific tone of voice from a number of options, for example, ‘friendly’, ‘inspirational’, ‘enthusiastic’, and ‘witty’. To generate copy, input the following details: your product/service name, product/service description, product/service feature, product/service benefits, customers, keywords, number of words, and tone/brand voice. For a better idea, see the screenshot below:
AI is adept at creating engaging copy, but it still requires human oversight to ensure accuracy, brand alignment, and emotional resonance. Review AI copy for substance, naturalness, and flow to achieve a great combination of speed and quality!
Not selecting the right template
AI landing page builders offer templates, making it easier to create professional-looking pages quickly. The templates have pre-designed layouts that organize elements like headlines, images, and CTAs in a structured manner. Although they help establish a strong visual hierarchy, they may not perfectly align with a brand’s visual needs. Some tools offer AI-powered layout recommendations to help optimize design more efficiently. If this feature is unavailable, templates can be manually adjusted to better fit your brand’s style without the need for help from a developer.
Moreover, while AI landing page builders offer a wide range of templates, not all are suited for every business type, audience, or campaign goal. Banking on a great-looking template to boost conversions is futile. Rather, aligning design choices with the main purpose of your landing page will guide users towards the desired action. Here are some ways to achieve alignment:
Create a conversion-centric landing page
A landing page is designed around a single campaign goal, and therefore, focuses on a single call-to-action. The right design strategy is to select and position page elements in service of the primary goal. Here are a few practical implementations:
State your offer or value proposition above the fold
The top portion of the website (aka above the fold) is the content people first see when they land on your page. If it doesn’t match the ad, email, or social media post they clicked, they might bounce. Put your value proposition above the fold and make it clear and compelling.
Ensure sections and CTAs converge on the action you want users to take
When we land on a web page, we have the choice to take a number of actions, like signing up for a free trial, shopping now, browsing a catalog or service, sharing our email address, and others. Often, it is the Home Page that includes a number of possible actions. A landing page should have the one action you want users to take so they can focus solely on your suggestion. Holding users’ attention this way can help with conversions.
One of the worst landing page mistakes is not having a clear CTA. With AI at your fingertips, you can generate a number of CTAs and conversion nudges to optimize your landing page copy. By instantly generating CTA options, an AI landing page generator can save time on building conversion-driving copy. Narrato comes up with 10 CTAs in seconds. And additional ones if you use our AIChat integration!
Similarly, you can generate landing page headlines using Narrato (see below).
Select a template that matches the information hierarchy of your landing page
A strong information hierarchy helps visitors logically work through your offer. After mapping out the flow of information for your landing page, choose a template that aligns with your content structure.
Not using A/B testing enough
Content measurements are integral to good marketing. Neglecting to test multiple variations in design, messaging, and CTAs limits your ability to refine campaigns using valuable user data. Whether you use an AI landing page builder or hire a developer for a custom design, A/B testing is the ultimate measure of your page’s effectiveness.
Several AI landing page builders offer A/B testing capabilities. In automated, AI-assisted split testing, the builder automatically tracks high-performing variants to enable efficient and rapid experimentation.
Beyond landing pages, expanding A/B testing across various brand content types can create more opportunities to optimize performance and boost conversions. This capability may better serve enterprises or fast-growing organizations. If that’s you, consider Typeface, the leading enterprise generative AI platform. By generating numerous headlines, calls-to-action, visuals, and other elements, Typeface accelerates content experimentation. Additionally, the platform uses comprehensive scoring powered by enterprise-grade insights from Semrush and Google to speed up copy refinements and optimize conversions.
How long should tests be run?
Best practices suggest testing landing pages every few weeks to a few months depending on your conversion goals and campaign needs. Creating two or more variations of a landing page and testing pages regularly or over longer periods adds to your knowledge repository of what works better and of course, also helps maximize conversions.
Per best practices, A/B tests must run for least a week. But the question is, will you still be able to gather enough data for statistical significance? To be sure, you can an A/B test calculator to determine statistical significance with precision based on the number of visitors and conversions per variant. A/B test calculators may also have a sample size calculator that estimates the required number of visitors per variant before running the test. This helps ensure you’ve collected sufficient data for reliable results.
Failing to showcase customer trust
Social proof is the most powerful persuasion an eCommerce company can offer prospects. It exists in various forms — as testimonials, star ratings, client logos, trust badges, user stats, and case studies. It can appear as a section, highlighted above the fold, or sprinkled across the page, among other ways. Given the variety and format of social proof, planning its inclusion in the design and information hierarchy is essential to select the ideal landing page template.
Tip: Customer testimonials are a classic type of social proof. Proof on social media can be just as powerful – like a glowing review of your brand on an X handle. Case studies in the form of video testimonials are even better as facial expressions and tone of voice can be more persuasive than text.
Drive up landing page conversion rates
The common landing page mistakes are easily avoidable. While AI will help you build pages effortlessly, your design and copy strategy will be key to maximizing conversions.
If you’re ready to start creating landing pages, try Narrato for engaging copy and A/B testing multiple variations. Our AI writing assistant also helps plan landing page outlines. From high-performing eCommerce landing pages to consulting landing pages, Narrato suits the needs of B2C and B2B businesses aiming to market and sell more efficiently online.
Our AI writer generates all kinds of brand copy, from blogs, ads, and social media posts, to case studies, emails, and product descriptions. In addition, it repurposes content to help you reach new audiences faster, boost your reach and search rankings, and strengthened brand consistency. For every piece of content you create on the platform, you can use the built-in plagiarism checker, readability analyzer, and SEO scorer to ensure originality, clarity, and optimization.
Contact sales or proceed directly to try Narrato for free for 7 days.
