You’ve built a landing page, you pieced together your best work, and you’ve edited it like a pro. However, it’s still not converting!
Justin Scott asked what else could be stifling conversion rates other than bad copy and poor design.
Any common reasons a landing page might not convert (outside of obvious reasons like poor copy, poor design, etc)?
— Justin C Scott (@iamjustincscott) November 15, 2019
I followed up shortly after with my response.
– Wrong audience being led to the offer.
– Too long.
– Too wordy.
– Too vague.
– No telling benefits.
– No competitive advantage.
– No images/icons/logos.
– Low perceived value.
– No urgency.
– Not testing it enough.
– No emotion.
– No trust.
– Bad CTA https://t.co/89BlvG95b3
— chiefonline.io (@realchasecurtis) November 15, 2019
Instead of just pointing out the problem and moving on, I figured it would be a smart idea to assess the core issue more in-depth in a blog post.
How can your masterpiece be performing so poorly? Keep reading to learn 13 reasons why your landing page isn’t converting and what you can do…
1. Wrong Audience
The number one rule in marketing: KNOW YOUR CUSTOMER.
If you don’t know who it is you’re trying to persuade and what they want, your conversion rates are going to be nearly as high as you want them to be.
The better you understand your consumer(s) and their desires, the better you’ll be able to write for them and persuade them to make a purchase.
A landing page is normally the first impression a person has of your business, so think of what you’d say to a visitor if they walked into your brick and mortar store.
Write in a personal and friendly tone – similar to how you’d write a letter to a loved one. Use conversational copy and add a person-to-person connection with pronouns like “you”, “me”, and “us.”
2. Too Long
You might love your product, service, or idea so much that you could write all day about it. But on a landing page, people aren’t going to take the time to read everything you write.
People skim, scan, and read by images.
Keep your landing page copy short and to-the-point. Ask for feedback from readers and be sure to leverage the suggestions you receive.
Pro Tip: You don’t want too little text, but you don’t want so incredibly long that no one would ever read it. They need to understand what your offer is, what results they’ll receive, and how other’s used the product/service to their advantage – that’s it.
3. Too Wordy
Don’t use big words that only a thesaurus-lover would understand. Remember, most people read at extremely basic proficiency levels.
Imagine if I had used “Too Verbose” instead of “Too Wordy” for this tip. Would everyone know what verbose means? Probably not…
Keep your words short and easy to read, and throw in a few lesser-known words to appeal to your demographic if they’re highly educated. Cogitate on this you smart ass.
Use shorter sentences while you’re at it, and by short I mean 12 words or less. Avoid choppiness (3-5 word sentences) and run-on sentences too.
4. Too Vague
Being too vague can affect the entire landing page.
Is your title to vague? Do consumers know what they’re looking at?
Is your headline vague? Do consumers know what they’re about to read?
Is your copy vague? Do consumers know what they’d be buying?
If it’s unclear about what they’re there for, they won’t stick around for long. Make sure everything is as comprehensive as possible and explains exactly what your landing page is about/for.
5. No Benefits
The main objective of a landing page is to answer the question: “What’s in it for me?”
You need to be able to express how your product/service is going to make the life of the consumer better than before.
As I said before, people are skimmers and scanners. The benefits of your product should be conveyed with bullet points to help optimize your conversions.
- Bullet Points Attract Initial Attention
- They Should Address The Most Important Content/Results/Benefits
- Keep Them Short & Sweet
6. No Competitive Advantage
What are the unique benefits of choosing you over your competition?
Why should someone choose your service, download your ebook, or try your free trial?
Write clear, compelling reasons for why you’re better than the competition and how your product/information will outdo everything else they’ve tried in the past.
7. No Images
This doesn’t mean you have to have an entire landing page covered with children’s book images. However, 90% of information transmitted to the brain visual and it computes 60,000X faster than text.
You should use images on your landing page to express the benefits of signing up for your content/offer. For a shorter landing page, 1-3 images will do the trick, and for a longer one, 3-5 is the sweet spot.
Pro Tip: Utilize relevant icons when you can. They’re often more effective than bullet points.
8. Low Perceived Value
Low perceived value is probably one of the most common problems for landing pages. You should put some time (or money) into creating visuals, videos, or logos that don’t look like they were made in paint.
9. No Urgency
You need to create an immediate reason for people to sign-up for your offer – right now! Without FOMO (fear of missing out) or a time schedule, it’s likely that fewer people will make a quick decision to opt-in.
Use coupons with limited time/availability, limited products/spots in stock (countdowns work wonders), or an exclusive offer for the first 10-100 people.
10. Not Testing Enough
If possible, you need to A/B test until you’re absolutely tired of A/B testing. Small changes can greatly increase (or decrease) your conversion rates.
One website decided to add “We will not sell or rent your personal information to any third party, or spam you in any way.” to their website trying to increase trust. In doing so, their conversion rates dropped by about 16.4%.
The little things can change everything.
11. No Emotion
In marketing, it’s all about the emotions you build within the consumer. Appeal to their senses to get the reaction you’re looking for.
Use color psychology, emotion words/images, and slam into their pain points with solutions.
12. No Trust
You may be asking too much of your readers too soon. It’s not all about the immediate sale. Chill the raging aggression for money and treat your subscribers/readers/consumers like a dating process.
Start with smaller tasks like watching a video, reading a blog post, or taking part in a poll/survey. Keep nurturing your relationship with proper advice and free content when you can. Then, ask if they’d be interested in something more…
Trust is the largest component to drive conversions today, tomorrow, and every day after that. You can improve the consumer’s confidence in your offer, by including:
- Personal Information (email, phone number, open DMs)
- Location (doesn’t need to be exact – don’t DOX yourself)
- Provide Customer Testimonials (names, bios, website/social links)
- Promote Awards/Results
- Show Partnerships With Other People/Brands
- Upload Images Of Yourself
- Answer Any Questions Of Unsure Consumers
13. Bad Call To Action
You’ve taken the time to follow every piece of advice on this list, but you’re still not converting. Either you aren’t “cool enough” or your CTA sucks.
Your call to action needs to be precise and motivate quick thinking/clicking. Using short, action-oriented words that match your theme can help.
Let’s say you’re trying to sell a $1,000, 6-month course on improving your health & diet. There are many CTA’s you could use, but we will go over 3 right now.
“Spend $1,000 Today!” Bad. Just bad.
“Buy This Now!” Better but still not great. This may motivate the consumer to make a decision, but it leads them to think about money outbound instead of benefits inbound.
“Change Your Life.” Now, this is a CTA that invokes some emotion. You use one of the benefits to motivate your potential buyer for a click, while also inducing a little bit of mystery and intrigue. Will clicking the button and making the purchase actually change their life?
Write your landing page like a marketer. Grammar and phrases are valuable, but you need to go the extra mile. Seduce every new reader with clarity, emotion, and an offer they can’t refuse without feeling down about their decision.
Not getting the conversions you want? You should see if a splinter offer would work for your product/service.