CEO of Idea Grove, a unified PR and marketing agency, and author of the upcoming book “Trust Signals: Brand Building in a Post-Truth World.”
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If you’ve been running an online business for any length of time, you’ve probably encountered the frustration of landing pages that don’t convert. You create a page with the perfect mix of elements—compelling headline, strong offer, persuasive copy and relevant images—but still end up with a low conversion rate. What’s going on?
Here are seven reasons why your landing pages might not be converting.
Slow Landing Page
When a landing page isn’t working the way we expected it to, most marketers immediately assume there’s a problem with the design, copy or offer. But in many cases, the issue is simply that your page is loading too slowly. It’s important to troubleshoot and fix this issue as soon as possible since a slow landing page can hurt your business’s bottom line.
One way to determine whether your landing page is too slow is to use a tool like Google PageSpeed Insights. This tool will analyze your page and give you a score based on how quickly it loads. If your landing page’s score is low, there are several things you can do to improve it, such as optimizing images, reducing HTTP requests and caching static content.
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Not Optimized For Mobile
With responsive design, the page layout changes depending on the size of the screen, making it easier to view and use on a mobile device. But sometimes these layout changes lead to user experience issues. For example, the text may appear too large or too small on certain devices, or a button may become harder to find.
People are more likely to convert if they can see what they click on. If you do not see the desired conversion rate from your mobile traffic, look at your landing pages and see if they need some improvements.
Your Call To Action Is Not Convincing
If your CTA isn’t motivating users to take the desired action, they’re likely to bounce without converting. Here are three reasons why your CTA might not be convincing enough:
• It’s not clear what you want users to do.
• It’s not visually appealing.
• The text is too small or difficult to read.
Your CTA should be particular about what you want people to do, whether that’s signing up for a mailing list, downloading a white paper or making a purchase. And make sure your CTA is prominent and easy to read, especially on mobile devices.
Too Much Clutter
There can be many reasons why your landing pages are not converting, but one of the most common is too much clutter on the page. When someone arrives on your page, you want to ensure that they can easily and quickly find what they are looking for.
If there is too much information or competing calls to action, the visitor may become overwhelmed and leave without taking any action.
To fix this, you may need to simplify the layout of your page and make it easier for the visitor to understand what you want them to do. Remove all distractions and focus on highlighting the one action you want them to take. Use clear and concise headlines and subheadings to help guide the visitor through the page.
If you have multiple offers or products, then consider creating separate landing pages for each one.
Your Sales Copy Is Trying Too Hard
The objective of most landing pages is to sell, which makes sales copy important. But it’s important to communicate urgency without sounding desperate. That can turn a compelling offer into a red flag for skeptical consumers.
Terrible copy means terrible landing pages, which means fewer conversions and less money in your pocket. So what makes good copy?
There are a few key things:
• The copy should be relevant to the page it’s on. If someone is looking to buy a new phone today, they’re probably not interested in the complete history of the brand selling it. Make sure your copy aligns with the objective of the page.
• The copy should let the brand or product sell itself through customer testimonials, product awards and other trust signals, rather than through overheated language and exaggerated claims.
• The tone of the copy should align with the tone of your website overall because brand consistency builds brand trust.
You’re Not Using Videos
Many things go into making a landing page that converts well. You need to have a reasonable offer, a clear headline and persuasive copy. But one element that’s often overlooked is video.
Video can be highly effective in helping to increase conversion rates. But many businesses aren’t taking advantage of this powerful tool.
If you’re not using videos within your landing pages, you’re missing out on a huge opportunity to increase conversions. Videos can help explain your offer, capture attention and persuade visitors to take action.
No A/B Testing
There’s a good chance that if your landing pages aren’t converting as well as you’d like them to, you can improve your page with A/B testing. A/B testing, also known as split testing, is a simple way to figure out which version of a web page effectively converts visitors into customers. You create two versions of the page, then test them against each other to see which one performs better.
Without A/B testing, you’re just guessing which version of the page is best. And if you’re wrong, you’re losing potential customers and revenue.
A/B testing is easy to do, and it doesn’t require special skills or elaborate training—just a commitment to getting better.
Conclusion
If your landing pages are not converting, there are several reasons why this could be the case. From a slow page to a lack of testing, many of these reasons are not the first ones marketers think about. However, by following the tips provided in this article, you should begin to see improvement in your conversion rate.
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Author: Scott Baradell, Forbes Councils Member
