Landing Pages Aren’t Converting? Here’s What You’re Doing Wrong
If you’re in the business of selling, regardless of the nature of your product, the internet provides a limitless tool for reaching out to clients. But what makes a potential client turn into an actual buyer is based largely on how convincing you make the story about your product. And this is where the introduction takes the lead.
When a visitor first “lands” on your website, you have to draw that person in and keep him or her interested. You have just a few seconds to grab their attention and direct it towards your conversion goal. That is why the use of the imagery, the copy and the sequence of elements on your site are a vital tool to either welcome people in or push them away.
If your traffic numbers are good but sales don’t measure up to them, it’s possible you make one of the following mistakes:
- One Page, Too Many Possibilities
A landing page that doesn’t communicate its purpose is a poor landing page. Once you get a click, the average visitor needs to receive a clear message. If you decide to have an attractive and interactive page, you have to be careful with the visual manner you use.
Don’t assume that the average visitor knows your goal and is eager to fulfill it. Intense imagery or too much content may leave the visitor distracted, resulting in him or her having too many options to choose from. When you design the landing page, do so with only one action in mind and make it simple for anyone to complete that task.
- The Wrong Call to Action
The call-to-action button is called that because it’s supposed to trigger the first step towards your product. While the landing page should give your visitor a general answer to questions like „“what is the site about?” and “what kind of products are there?” the CTA function ensures the visitor moves closer to your final goal of selling.
Hitting that button requires it to be visible at first glance. When someone clicks on your landing page, he or she should be able to identify it within seconds, instead of looking for a way through in the site. Your CTA doesn’t need to be subtle and discreet, nor does it need to visually match the colors around it, because blending in with the page is something you should definitely avoid.
Instead, make it stand out by clever design and positioning – highly visible without the need to scroll and move down the layout. For an effective landing page that converts to sales, make sure you present a bold CTA early on the page, with additional great information at the bottom that will be available for visitors if they scroll down.
- Poor Copy Skills
If content is king, marketing (it) should be the queen. To get visitors to come in and buy, you need to think of your landing page as the perfect “business card” that communicates the essential information in a concise and impeccable manner.
That is why you need to carefully choose your wording, both in terms of length and quality. First, speaking the language of your targeted customers is a must, along with adapting the product story and presentation to their specific needs. Secondly, make sure you adapt your copy for the average internet user. Long sentences and paragraphs turn readers off, making them lose interest before they can take action.
Lastly, no matter how simple or quick it is to buy your product, any typo or grammar mistake in its presentation, on the landing page or further on, would mean undermining customers’ trust and chasing them away.
- Lack of Creativity
Since you have only seconds to win a client over, you have to make clever use of what you put on the landing page.
Some successful sites have hired technical writing services or added videos that set the mood and cleverly introduce the product; real imagery and stories you can hear can be more convincing than only reading words. However, relying on video without the additional content is a dangerous trap.
While creativity is the main thing that makes your landing page stand out, authenticity is equally important. Don’t be afraid to be conventional – like adding real testimonials that reflect real experiences from customers – for the sake of being creative, and don’t be afraid to be unconventional – like using minimal or bold design and graphics – for the sake of staying safe.
Great marketing starts with how great your landing pages are. Hopefully, this short guide will help you optimize your results.