5 Faults with Your Landing Pages (and How to Fix Them!)
Are your landing pages killing your conversions instead of helping them?
Landing pages that have distracting images or tiresome copy can encourage visitors to leave rather than convert. Split testing can help uncover some of the things that don’t work, but even your better-performing pages might still be lacking in conversions. Fortunately, there are ways you can improve your landing pages so that visitors are enticed to stay. It all starts with identifying the flaws and fixing them.
Here are five faults that your landing pages might be guilty of and how to fix them.
1. You’re asking for too much information.
Getting visitors to convert needs to be EASY. If you request too much information, users might leave. Try to look at things from the person’s point of view. When you arrive on a landing page, are you turned off when the company asks for a few minutes of your time? Is it worth sticking around to fill out the information, or would you rather leave?
You can always collect more information later on from qualified leads. In the meantime, stick to the basics such as a name and email address, or better yet, just an email address. Also, make the forms easy to find and complete.
2. Your call to action is not clear.
Calls to action are often underestimated. Even though they are short and common, CTAs are crucial to high-converting landing pages. CTAs tell visitors what you want them to do next, such as sign up for your monthly newsletter or download an ebook.
Your call to action should be easy to find and easy to understand. Visitors should know exactly what they are getting in exchange for their information. It’s also important to choose a single CTA rather than multiple offers. Some landing pages have more than one CTA and this negatively affects conversion rates.
3. You have too much text.
We know that you have a lot you want to share, and that’s great. But, your landing page is not the place for it. Too much text functions in the same way as too many offers; people get confused and end up leaving. You have about five seconds to capture the visitor’s attention, so choose simple, clear language that lets people know what to expect. To help the copy read smoothly, try using bullet points, bold text and highlighting.
4. Your pages load slowly.
People want their content yesterday. A landing page that is slow to load only frustrates users. The worst part is that many of these visitors will never return – and they will think negatively of your brand.
To ensure that this does not happen, do a little cleanup. Remove unnecessary text and images that do not belong on the page. Test your page on multiple devices. If you’re still having trouble, talk to a marketing company that can help optimize the page further.
5. You are not testing to see what is working.
You must test! Testing allows you to make data-driven decisions. Start by testing a few landing pages and tracking their results. If there is no improvement in the conversion rate, you know that the changes are not working. Be sure to test every detail, including page layout, offers, wording, images, etc. to understand which changes lead to conversions.
These are just a few of the reasons why your landing pages might not be performing in the way you had expected. Continue making small adjustments and testing the results to determine what is working for your audience. It won’t be long before the leads start rolling in!