The purpose of a landing page is to get the visitors to do what you want them to do. But what does it mean when you have a fancy landing page and none of those visitors are converting? Something must be wrong. Perhaps you’re making the mistakes below.
1. You Have a Weak Headline
As soon as someone hits your landing page, the first thing they should see is a strong, benefit-rich headline, which tells them that they have come to the right place and that doing business with you will be beneficial to them. The headline is what is going to get the visitors to read on. You only have three seconds to catch their attention before they leave your website. If the headline is unclear or lacks a benefit, most visitors will leave your website instantly.
2. I Don’t Trust Your Website
Online shoppers who do not know you, will approach you with skepticism, and not trust you at first. Your number one priority is to build that trust, so make sure you include customer testimonials, guarantee satisfaction and offer a good return policy. This will help you build that trust that you need to convert your visitors.
3. Where is The Call to Action?
How can you expect your visitors to know what to do next if you don’t tell them? This may lead them to leave your website. I would suggest that you have a call to action on every page they view so they know what to do next.
4. There Are Too Many Options!!
Trust me when I say customers don’t want options, they just want things to be simple for them. Having options can actually overwhelm your potential customers, which causes them to take no action at all. I would recommend that you only have one option for them, which will eliminate them being overwhelmed. Having two options (e.g. two different packages of a product/service) is acceptable, but avoid any more options.
5. 80% of Visitors Don’t Scroll Down The Page
Yes, it’s true. According to Jakob Nielsen, 80% of web users don’t scroll down the page when they view it. This means that you need to put the most important benefits and your call to action right at the top of the page so they know what you’re offering and what they need to do next.
6. Don’t Have Links to Other Websites/Pages
The purpose of a landing page is to convert your visitors into customers. So why do you put links on your landing page to distract them? Get rid of those links, no leaks are allowed. Have them focus on one thing only, and that is to get them converted.
7. The Sales Copy is Difficult to Read
Another study conducted by Jakob Nielsen states that online users tend read web content in an F-shaped pattern. This means that your sales copy needs to be clear and easy to read. Use bulleted/numbered lists, subheadings, short paragraphs and bold phrases throughout your sales copy.
Finally, the key to continuously increasing your conversion rate on your landing page is to always keep testing. Never stop tweaking your landing page as there are always ways to improve your landing page and increase your conversion rate. The moment you stop testing/experimenting is the moment when you stop your business’ future growth.