So, you’ve got a landing page. You’ve designed it with amazing visual and copy. You’ve promoted in through online ads and social media marketing. You’ve even got traffic.
So why isn’t it converting?
Here are 31 reasons your landing page conversions fail – and what to do about it.
1. You don’t know your customer – What’s the number one rule of marketing? Know your customer! If you don’t know who it is you’re trying to persuade and what it is they want, your conversion rates will suffer.
Do the basics to of listing out your markets and demographics. Take it a step further by detailing out a consumer persona.
2. You’re not writing for your customer – Stop thinking from your own business perspective, and start thinking like your customer. You’re a great marketer, right? So you’ve made the effort to know your customer personas. Use them to design and write marketing materials that’ll knock it out the park.
3. Your selling point isn’t unique – Your unique selling point (USP) is what shows beyond a shadow of a doubt that you’re the best place to get your stuff. Use your selling points to craft the most enticing copy. Use stats and data to show the ROI a business customer can expect.
4. Your headline is vague – Use your USP copy in your headline. Make it a short succinct marketing line. Keep it short enough to use verbatim in PPC and social ads. (The more cohesively your ads match your headline, the higher your conversion rate).
5. You didn’t check out your competition – Always do a competitive analysis. What offers are they promoting? What markets are they targeting? Determine if you’ll out beat them head on or if you’ll out-win them with smarter tactics.
6. Your images are lackluster – A picture tells a thousand words. It’s also the single most important element of your landing page.
Some of the highest converting pages include photos of actual people looking at the product or offer. Visitors get the message immediately. A smiling face of a person just like them enjoys your offer. They likely will too.
7. You need more directional cues – There are many design elements to a high-converting landing page. Directional cues are one them. Use arrows and pathways to direct visitors attention to your ask.
8. It’s not easy to navigate – Keep your page free of too much information, too many images and too much clutter. Avoid conversion drop-offs by making it easy to see why your visitor is on your page and what they need to do.
9. You’re not using a great color scheme – Colour design is extremely important in optimizing your landing page. Use complementary colour schemes to make your page appealing to the eye. Make your Call-to-Action in a contrasting colour to stand out.
10. You lack whitespace – Use clean designs and direct your prospect’s attention to your offer, benefits and Call to Action. Leave empty space on your page to increase conversions.
11. You missed the customer benefits – Your landing page needs to answer the “What’s in it for me?” customer question. If you’re not able to express how your product or service is going to make the lives of your consumers better – they’re not going to be interested.
12. You’re not using smart marketing copy – Your landing pages are your marketing and sales website tools. Use them as such. They are not your blog. They are not your homepage. They are part of your sales funnel to generate leads or get the sale.
Channel your inner Don Draper to bring out your best copywriting. Show the emotional value as well as the logical benefits.
13. You don’t know your offer – As a marketer, you need to know the pro and cons of the offer or product you’re promoting. Even on a basic level, you need to know the offer details. If the page is running a contest, for example, make sure you know the campaign start and end dates, the rules and any relevant facts.
14. Your campaign is inconsistent – This seems pretty obvious, but when you’re running a marketing campaign, make sure whatever your promotion is about remains the same through your sales funnel. This includes your landing page. Keep your list of benefits and unique selling points the same throughout your online advertising and promotions.
15. No bullet points – People are skimmers and scanners. Use bullet points to optimize landing page conversions.
List out your:
- Unique selling points
- Competitive advantage
- List of benefits
16. Poor Call-to-Action (CTA) copy – Your CTA is incredibly important in creating the motive for a quick click. Make your CTA clear and use short, action-oriented words like “Shop”, “Get” or “Save”.
Use personal pronouns like “you” in your CTA too. Try out different copies, such as “download my free ebook” vs. “get our free ebook”
17. No CTA button – Again, draw your visitors attention to your conversion ask. Make a color contrasting CTA button to make the intent of the page visible and clear. The easier you make an action for your viewer, the more likely they’ll make the effort to convert with you.
18. Your CTA is not above the fold – Keep your CTA, form fields and benefits ‘above the fold’. In other words, make sure all your pertinent landing page information can be seen on screen, without having to scroll down. (People don’t scroll – unless they’re very motivated to do so.)
19. Lacks customer testimonials – People trust the opinions of people – especially those of friends. Social endorsements like customer quotes gain trust and reinforce your real benefits to future customers.
20. Missing trust factors – Creating trust is particularly important when you’re marketing online. If someone’s visiting your site for the first time, they don’t who you are. Develop trust with elements like prominent awards you’ve won, a phone number, a map of your physical location, or links to your social sites.
21. You’re not repeating your offer and ask on your page – Repeat your ask and offer in some form or another at least three times on your landing page.
22. Form fields are too long – It’s a fine balance between asking too much information in your form fields, and increasing conversion rate. The longer your form, generally speaking, the fewer people are going to make the time and effort to complete it. Keep your form fields to a minimum such as “first name” and “email” as mandatory contact information.
Jamie’s e-newsletter sign-up has 3 form fields – the perfect amount of information to ask for.
23. You write too much – Keep your written text to a minimum. People are skimmers and scanners. Even if you love what your company does, this is not the place to wax lyrical about it.
Keep your landing page copy short and succinct. The more you get how your customer reads your landing pages, the more visitors you’ll get to convert.
24. Your sentences are too long – Keep your sentences to bite-sized morsels. The same is true for your words. People like to get a lot of information in a short period of time. Unless you’re marketing to academics, the best way to do that is to make your content short and easily consumed.
25. There’s no urgency – Those tried and true scarcity marketing tactics apply even more to today’s online marketing. Without the fear of missing out or a time crunch, it’s likely that less people will make the quick reaction to sign up on your landing page.
26. No social share buttons – Make your promotion shareable with one-click social share buttons.
27. You’re over-selling – Never over promise on an offer. You might feel like a hero getting tons of initial conversions, but the fallout from false marketing these days isn’t worth it. (There’s nothing worse for business than getting negative feedback posted all over Facebook and Twitter!)
28. You’re under-selling – On the flip side, if you’re not showing enough of the real value and benefits of your offer, you won’t be able to attract and convert genuine customers. Don’t miss out by not expressing the virtues either.
29. You’re asking too much for too little – As in any successful marketing campaign, you need to find the right balance between what you’re asking for in return for what you’re giving.
30. You’re not segmenting – The beauty about landing pages is that, if you’re using a great landing page builder, it’s very easy to duplicate and edit to make more of them. If you have distinct market segments, such as a high school segment and a busy family demographic, make distinct landing pages to uniquely connect with each group.
31. You didn’t test it – Always A/B test your landing pages. Test your headline copy, list of benefits, images and CTA. A simple tweak can increase conversions anywhere from 0.1% to 100% or more.
What landing page tips do you have? How have you increased conversions?
Author Bio: Krista Bunskoek is a Content Marketer at Wishpond. She has written a number of online marketing ebooks like Google AdWords for Small Business and Website Contest and Promotions. You can reach Krista through her twitter handle @kbunskoek or her Google+ page.