Digital marketing has several phases, and ideally, the final phase is a sale. When you’re using a landing page as part of a sales campaign, it can be easy to get lost in the excitement of click-through rates and lose sight of what’s important: conversions.
There are many ways that customers can come upon your landing page, including through social media, email promotions, and organic searches, but many companies with great click-through rates wonder why they aren’t making more sales. The answer is that the landing page isn’t doing its job of converting visitors into customers and there are a number of reasons why this might be.
1. Not Maximizing Headlines
Landing page headlines are supremely important because they are the first interaction prospective customers have with your site, and they are responsible for making your first impression. Once a visitor comes to your landing page, you have up to eight seconds to make an impression. Eight seconds, if you’re lucky.
And if you don’t have a compelling headline and don’t pique interest, you’re going to lose your leads. Headlines should be short, sweet, and to the point, but they must also be unique and attention-grabbing. If you want to make sure your headlines are pulling their weight, do some A/B testing to see what resonates with your customers. Studies have shown increases in landing page conversion just by changing headlines.
2. Your Site is Slow
You may not think that a slightly slower loading time for your landing page is a problem, but rest assured your customers will. In fact, your landing page conversion rate could drop by seven percent because of a one-second slowdown with your site speed. And the slower your site, the higher the bounce rate. People’s attention spans really are decreasing over time, so if you manage to get someone to click onto your landing page and then don’t deliver immediate results, you’ve lost a lead and a potential sale.
3. You Don’t Seem Trustworthy or Aren’t Providing Proof
In a virtual world that’s fraught with spam, malware, phishing, and viruses, it’s no wonder that website authority and credibility are becoming so important to consumers. So how do you create a landing page that looks legitimate and trustworthy?
Avoid sensational advertising techniques, provide evidence to support claims, have quality content, and use real testimonials, social proof, reviews, and endorsements. And if you think these things don’t matter, consider that 63 percent of shoppers are more likely to make a purchase if the site has reviews and ratings available.
4. No Videos or Graphics
You can increase your landing page conversion rate by over 140 percent just by adding a product video to your landing page. For one, people love videos and graphics, and will spend more time on your site if you offer more than just text. And the more time visitors spend on your site, the more opportunities you have to convert them.
Moreover, videos are much more engaging and memorable than text, so you’re more likely to persuade potential customers if you use video. Lastly, videos make great shareable content, meaning one lead could bring in multiple leads just by sharing your videos on social media, but that will only happen if you have engaging and relevant content to share.
5. Your Call to Action is Ineffective
Your landing page is a tool to convert customers, and the call to action is the final piece of the puzzle. Without the call to action, there is no conversion and no sale. An effective call to action makes it easy for potential customers to buy, and to do this, it must be clear and enticing.
For instance, when Mozilla changed the wording of their call to action from “Try Firefox” to “Download Now Free”, they increased downloads because they made the call to action clearer, more action-oriented, and included the word free. Like headlines, you should be A/B testing your calls to action to see which ones have better conversion rates.
6. Your Site Isn’t Responsive
Having an unresponsive site can be just as detrimental as a site that’s slow to load. More and more of your customers are using mobile devices to browse, and if your landing page isn’t responsive and doesn’t display properly on all devices, then it doesn’t matter how many people click-through because none of those leads will be converted into sales. Customers who can’t browse your site on their phones or tablets will find a competitor whose site is mobile-friendly.
7. Your Content is Irrelevant or Distracting
Irrelevant content is a distraction in and of itself, it will prevent potential customers from finding what they’re looking for, and it will also make your site seem less credible. Similarly, the purpose of your landing page is to convert visitors, and distracting content will do just that: it will distract visitors from being converted.
Distracting content can apply to text, graphics, and other elements on your landing page, which you should reserve for only your best content. A landing page is prime real estate on the web, and just as you wouldn’t waste a single second of a 30-second TV ad, nor should you waste space on your landing page with irrelevant or distracting content. That’s not to say that every inch of your landing page has to be filled with content—on the contrary: leave white space and don’t clutter the page, because clutter is also distracting.
Getting customers onto your landing page is a huge part of the sales process, but optimizing your landing page for conversions is equally important. There are many reasons why visitors to your site may not turn into paying customers, and the answer usually lies in the site’s content and design, and this applies to the quality, authority, responsiveness, and relevance of the content.
In the end, you can improve the conversion rates on your landing page by improving the content, by appealing to and engaging your target demographic, and by testing your content to ensure it’s hitting the mark.