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4 Reasons Your Landing Pages Aren't Converting

January 15, 2013 by Jackie Ranoni
Found in: Content Marketing, Whole Brain Blog, Inbound Marketing, Landing Pages, Design and Usability

4 Reasons your landing pages aren't converting
A landing page's only purpose is to prompt your website's visitors to take action. Landing pages can be used to promote many things such as downloadable content, selling a product, or subscription to a newsletter. A landing page should have one simple task and be easy to create, but plenty of pages have failed to do their job. Are your landing pages letting you down?

4 Reasons Your Landing Pages Aren't Converting

A Mismatched Offer

The best way to have users leave your landing page is by confusing them. This happens most often when a call to action (CTA) offers one thing, and the landing page provides something else. It's essential that you provide the user with the promised information. If your CTA promotes a Social Media Checklist and your landing page offers a Social Media Toolkit, the customer will be confused and is likely to leave the page. Be sure to use the same keywords in your call to action as you do in your landing page.

 

Your Landing Page Offer Lacks Value


Be sure that you’re offering something worthwhile to your potential customer. If your offer has no relevance to your target's persona, you won't be attracting the right customers anytime soon.

Be clear about what that value is. Use effective language that will help the visitor to understand what the offer is, why they need it, and how they can get it. Specific wording can drastically effect whether or not the customer is convinced that they need to download your offer.



The Landing Page Form Is Too Long

Simplify steps for your customer. Keep your form short, making lead conversion as easy as possible. Forms should be quick and simple to complete. If possible, provide visitors with drop-down menu selections instead of offering them blank text fields to fill. The less work someone is required to do, the greater the likelihood that you will collect more user information. Above all, be sure to ask yourself, “Would I fill out this form?” If the answer is no, change your form accordingly. 

The Landing Page Is Too Cluttered

Internet users have a very short attention span. If a customer lands on the page, but doesn’t know where to look or what to do, you’ve lost them. Make sure that your landing page is consistent with the design of your website, as well as other landing pages on your website. Consistency offers a sense of familiarity and will help your customer navigate your site. Keep the important information above the fold. This includes the heading, form, and call to action buttons. Other content with lesser value should be located towards the bottom of the page.

Remember, the design of your landing pages is not set in stone. Once you've created them, you always have the opportunity to tweak or alter them in the future. They call it "testing" for a reason. Find out what works best for you and your customers, and then stick to it!

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