Here’s Why Your Landing Page Isn’t Converting
The technological revolution ushered in countless ways you can engage with your target audience. The landing page is one such item – an advent of the digital era. As the name suggests, this is the place where users ‘land’ when they click through a digital ad or call-to-action button. It’s a single page that forces you to be concise about your offerings as a business – even if you offer a lot of different things. The landing page usually consists of a single call-to-action or a requested form fill, with a bit of dashing copy compelling the user to click.
While they appear deceptively simple, there is actually a lot that can go awry in the construction of a winning landing page. Whether they draw no traffic, convert no leads, or have a high bounce rate, landing pages are like patients with fragile immune systems – there’s a high potential that something small will throw it off balance, so they need constant checkups and tune-ups to ensure top performance and optimization for your target market.
It is easy to say “I have a high bounce rate” or “My leads don’t convert,” but these things are not, in and of themselves, the problem. They are symptomatic of the real problems, which are usually more nuanced, requiring that you take a harder look at the content of your landing page and the portal used to send users there.
Common landing page content problems include:
- Too many possible actions for user to take on page, making it a confusing experience
- Unclear connection between offer of digital ad and the content of landing page (Poor follow-through/delivery on promise made in ad)
- Page appears untrustworthy or illegitimate (Poor design can factor into this judgment. You gotta look good!)
- Minimal incentive to click call-to-action, uninteresting offer
Alternatively, the fault may not always lay with the content of the landing page itself. If, for example, you aren’t getting much traffic to your landing page, you can’t judge the efficacy of its content. You need to see some user behavior in order to know what you’re doing right and what you’re doing wrong. There may be clear-cut SEO issues that are causing your landing page to remain buried within the thicket of the internet. Services like Yoast are helpful in that they score your SEO and let you know when and where to make improvements.
Due to the varied and nuanced reasons why a landing page may not be converting, it is difficult to point to a list of concrete ‘quick fixes.’ The ailments of your landing page are completely subjective. However, there is a multitude of things you can focus on and toy with to improve its performance:
- Do You Look Trustworthy? Trustworthiness is largely a private assessment on the part of the user. It’s difficult to ascertain whether or not users trust you. However, adding testimonials from recognized names in news and media, or glowing reviews from customers, is an easy way to imbue your page with legitimacy, safeguarding against trust issues before they can even crop up. Adding TrustPilot to your site doesn’t hurt either. If you don’t have media features or testimonials to work, just focus on the presentation of your landing page design. Typos, images that don’t load, or a slapdash design won’t promote the image that you know what you’re doing!
- Evaluate Your Offering: If you offer a downloadable, take a hard look at how you present it to them and what’s actually inside of it. You want to nurture realistic expectations in line with what you offer, so don’t mislead. If you have a 5 page pamphlet for download, don’t present it like a book. Beyond that, is it actually interesting? Would you want to download it yourself? If you don’t, why would they?
- Decrease Page Load Time. Large image files or your website host may be slowing it down. Look into it) Also make sure you have a mobile-optimized landing page. Mobile is everything these days. A desktop-optimized page on a mobile format instantly turns users off.
- Cleaner Is Better. You need ample white space/negative space to encourage clean movement across the page. Eye-tracking studies show better data intake when there is less dense text and more white space.
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