Why your Landing Pages Get You No Conversions and What To Do About It

1. Distracting with Too Much Information

Multiple offers and CTAs get 266% fewer leads than single-offer pages. Naturally, it makes no sense to clutter your landing page with irrelevant information. Rather go minimal so that the goal of increased conversion rate is achieved. Adopt the 1–1–1 strategy: 1 value proposition, 1 clear message, and 1 CTA. It will make decision-making easier for the user. To understand this better let’s take a look at Uber’s landing page.

2. No Logical Flow

Your landing page content should have a logical flow, especially if it’s a long one. Each element should be persuasive both as stand-alone and in relation to your value proposition. This will ensure your user is cognitively engaged, isn’t confused and eventually converts from being a visitor to a subscriber. To achieve this:

3. Weak, Easy-to-Miss or Too Many CTAs

Focus on having just ONE CTA and let it dominate other elements on the page.

4. Asking for Too Much Information

A long lead form has low conversion because it makes users skeptic and also because it takes time and demands extra effort from the user. One of the best ways to overcome this hurdle is by reducing form fields and ask only what’s absolutely necessary. HubSpot analyzed 40,000 landing page and found out that conversion rates improved by nearly half when the text fields were reduced from four to three.

Pro Tip: Build a Similar Calculator for Your Business

5. Talking About Yourself

A landing page should focus on “what in it for the user” and less about you. Think from a user’s point of view and put innovative services and product features under the limelight. Tell them how your products fit their needs. This way you convey all that you do without making it look like an ‘about us’ page. One of the perfect examples is Campaign Monitor’s landing page. The headline and the sub-headline keep benefits in focus. They stress upon the ‘easy-to-use’ functionality of the marketing software and lead them on to ‘trying it for free’ which demands an involuntary click from a user!

6. Standard, Boring Offers

Most marketers take the predictable, easy route and offer potential leads what everyone else is offering i.e. eBooks and whitepapers. Quite obviously it doesn’t convert as much as creative offers like quizzes and calculators do. The Professional Wingman website’s landing page, for example, has a quiz. Towards the end, the user lands on a lead form which asks them to submit their name and email address to access their relationship potential report. Surprisingly, the conversation doesn’t end there.

7. Underestimating the Power of Social Proof

Testimonials are trust signals. In fact, 88% of consumers trust online reviews as much as personal recommendations. Seeing others trust you increase the likelihood of new users to trust you as well. That’s the power of social proof. Subtle persuasion through testimonials will be enough to make people fill out the form and walk right into your sales funnel. Though, one of the things to keep in mind is that these testimonials shouldn’t be cliché like, “They were amazing and helpful”. Use the ones which truly represent what your business did for the testimonial provider. Here’s an example of Vimeo’s landing page.

8. No Contact Information

Some marketers think that a headline, sub-text, form fields are enough, after all, you can’t risk cluttering the page, right? To an extent they are right too because they do their best to inject as much information as they can fit on a landing page, big or small. However, no matter how much you try, you will have some visitors with questions they need answers to. This is what makes it important to have a contact info on the page, whether in form of physical address or a phone number or a chat or a contact form.

9. Landing Page Takes Too Much Time to Load

Your landing page’s load time affects conversion rate. According to a Kissmetrics infographic, even a “1-second delay in page response can result in a 7% reduction in conversions”. In other words, if the page is slow to load then the chances of people abandoning the page are more. So, in order to make users happier and improve your conversion rate, you must get rid of the clutter, right from text to images and everything else that is a pile-on. Do test the page load time across devices.

10. Ad Copy and Landing Page Content Mismatch

Rand Fishkin, CEO of Moz calls the cohesion between ad source and landing page content, ‘conversion scent’. Unfortunately, many marketers overlook this correlation which often results in high bounce rates. One of the most obvious reasons for this is that users experience dissonance and don’t see any connection between what your ad promises and what your landing page actually offers. One way to avoid users from feeling duped is brainstorming to create a cohesive, convincing ad copy and landing page content.

11. Not Performing Split Tests

As a marketer, you shouldn’t be passive in your approach when you know there’s always a room for improvement. Do A/B tests and make sure you set conversion goals to determine success. According to HubSpot, companies with 40+ landing pages get 12 times more leads than those with five or less. So, make sure you’re testing enough. Here’s what you can do:

Take this assessment to find out if your landing page is performing as per the industry standards.



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