You build a landing page that your proud of only to find it is not converting…. We’ve all been there before!

You can’t understand why… I mean it looks great, right?

Well, there may be some things that are silently causing your landing pages conversion rate to bleed. Let’s identify 6 landing page conversion killers and how to avoid them

Non-Responsive design

In 2018, 52.2 percent of all website traffic worldwide was generated through mobile phones. So, with more than half of your visitors viewing your site on a mobile device you need to ensure your website is responsive. Responsive? Responsive web design is a flexible and fluid system that reacts to the user’s device. It dynamically changes the appearance of a website depending on the resolution and orientation of the user’s screen.

To create this responsive experience there are few things to take into consideration. First, use a grid system for your design. This will be the framework for the scalability of your website. The grid will provide your site with consistency across all screen resolutions. It will keep the proportion of your elements and spacing uniform by allowing them to adjust to a specific screen-width using percentages.

Ensuring your landing page is responsive is crucial to the user experience. Having a consistent experience will result in an increase in lead generation, sales and conversions. A lack of responsiveness is potentially costing you revenue.

Poor copy emphasis

Another conversion killer is improper emphasis of content. This includes the weight, styling and positioning of your text. Properly emphasising the copy on your landing page can really help grab attention and highlight key points. However, if not implemented efficiently it could be a killer.

Not everyone who visits your landing page will read all of your content word for word. This means that making your text scannable is extremely important. You can accomplish this by emphasizing portions of the copy providing the user with focus points. These points help break up monotonous text. Emphasising key elements of text immediately attracts the user’s eye and also allows them to easily digest and retain the information presented.

Consider tactics like bolding your unique selling propositions (USP’s), using a list format to illustrate pain points, increase the text size of your offer, moving your call to action (CTA) to the top of the page, just to name a few.

Not enough authenticity

Consumers are bombarded with offers on a daily basis. They have almost become immune to some marketing messaging because they see it so frequently. They are conditioned to clearly identify when someone’s trying to dupe them, or sell them on a concept that’s too good to be true. So, when they land on your page you want to make sure your 100% authentic. You need to earn their trust and you need to earn it quick because 55% of visitors spend fewer than 15 seconds on your website. Yes, you are marketing to them, and yes, you are trying to convert them. But, if you come across unauthentic your going to lose that prospect, that’s almost a guarantee.

But how do you go about earning the trust of a landing page visitor without sacrificing conversions? Use tactics and elements that reinforce credibility and trustworthiness. For starters the language you use will play a big role here. When your landing page is packed with fluff copy it feels like spam, you’re going to be perceived as an online infomercial. You know the words…revolutionary, exclusive, groundbreaking, advanced, the list goes on. Use language that is clean, conversational and always avoid industry jargon. Your copy should be customer centric, use words like “you” and “your” to personalize and showcase value.

Testimonials are another great way to build trust, nothing is more powerful than social proof. But they MUST be legit, fake reviews will have the adverse effect. Also, make sure all of your contact information is visible on the landing page. If you give the impression that your hiding it will raise questions on how authentic you really are.

Load time

Chances are, at least once, you have landed on a web page that loads its content at a snails pace. It’s painful. Let’s face it, technology has made us increasingly impatient. So much so that 40% of people abandon a website that takes more than 3 seconds to load. Do you know how fast your landing pages are loading? Given that above stat, you should.

Remember, landing pages should be focused on the goal of converting your user. Be as minimal as possible and eliminate all unnecessary bloat. Things like to many plugins, improper code and large high resolution images are a few examples of bloat that could skyrocket your load times. Make sure your pages are optimized and lightweight.

Leverage free tools like Pingdom, GTmetrix or Page Speed Insights to test the load time of your landing pages. Anytime you tweak or modify the page it is a good idea to run another test. You need to always make sure your page is loading effectively.

Poor scent

Does your landing page smell fishy? Scent refers to the authenticity of the relationship between your ad and your landing page. It is very important in driving conversions. The lack of consistency, or scent, between the two creates confusion, hesitation and distrust.

Make sure there is consistency between the sponsored message and your landing page. Aesthetically both should use the same colour palette and imagery. Your offer and supporting messaging should also be the same in both areas. The last thing you want to do is sensationalize an offer in your ad only to click through to the landing page to discover it was clickbait.

Poor usability

So, you want your landing page to convert? Then make it as easy as possible to do that. Solid user experiences are the foundation of conversions. The experience you build for your visitors needs to be streamlined and easy to use.

Eliminate all distractions. If you provide users with an opportunity to navigate away from your landing page, chances are …. they will. Most folks these days are distracted pretty easily when given options.

We’ve seen that having more than 2 or 3 call to actions (CTA’s) on a page can be a conversion killer. Instead, define one goal for your landing page and position your content to drive people toward that goal.

Want us to have a look at what you’ve got in place and provide some suggestions?

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