You’ve built a landing page, crafted your best work, and edited it like a pro. However, it’s still not converting into sales. In this article, I assess a few core issues of why your landing page is performing poorly.
Roadblock #1: New Users Are Getting Lost
Making a form hard to find or a page that’s filled with copy that isn’t clear and has too much jargon are the type of elements that are going to cause confusion. The second a person thinks your page is too difficult to navigate you’re going to start losing conversions.
How do you overcome this confusion?
Combat it with clarity. There are a couple simple steps you can take to make sure your audience is able to clearly understand your message.
Write Clear & Simple Headlines
A value proposition is a person’s first interaction with your page. Don’t let cleverness or cuteness stand in the way of clarity. However, don’t let that deter you from working some personality into your headlines – just be sure the message remains clear.
Align CTA With Your Landing Page
If you’re noticing a high bounce rate on your landing page, then the chances are there’s a disconnect between the click-through action and the landing page itself. When creating that CTA, keep in mind the page you’re linking.
The transition from the CTA to the actual landing page should be a seamless one in terms of design, messaging, color scheme, [and] text. You don’t want people to click through and land on a page that seems like it doesn’t belong. [The visitor] may think it’s spam or a place that they shouldn’t be.
Avoid Industry Jargon
Especially if you’re trying to get new people into that industry. Keep your language simple, avoid blanket statements, and just try to stay away from complicated buzzwords that make your brand sound cold and robotic.
“Executing real-world operational strategies to propel innovation,” I mean if someone reads that when they first land on your page… They’re going to have no idea what you even mean, and there’s really no emotional connection to that statement, so give something helpful and speak to pain points.
Roadblock #2: Minimize Distractions
When creating your landing page it’s easy to go overboard by adding unnecessary elements to the page and making it extremely long. You’re trying to help people get as much information as possible, but at a certain point, it becomes too much.
How do you overcome all the distractions?
The key to overcoming it is focus. Focus on your message. Keep your page simple with just the essentials on it, and don’t be scared to have a longer page. But make sure the elements you include are building towards your end goal.
Review every section on your page, and ask yourself is this going to help build up to my offer.
Roadblock #3: Apathy
The goal of your website is to simply make a connection with people. We want people to buy into our brand, and without that connection, there’s no drive for people to interact with us. Imagine someone who arrives on your landing page and they’re only reaction is a blank stare. They’re not impressed. They’re not intrigued. Just pure apathy.
People who feel apathetic while on your landing page won’t feel a sense of urgency to fill out a form, and in turn, aren’t feeling a connection with your brand in general.
How do you overcome apathy?
At no point in your visitor’s journey should they feel disinterested or unamused. Overcome these feelings by making sure nothing begins to feel optional or less urgent. Speak to your visitor’s needs and be specific – almost polarizing. Your offer isn’t going to be for everyone, but keep your target audience’s attention.
Roadblock #4: Boredom
This really shouldn’t be a surprise to anyone, but you’re not going to bore anyone into converting on your landing page. If you can’t keep people’s attention, or get them to the right point, they become bored. Unfortunately, dealing with boredom can be a massive challenge.
Especially for those industries that aren’t considered sexy or fun. You can imagine that the insurance agencies or cleaning products rarely elicit the same excitement as let’s say a tourist industry.
How do you overcome boredom?
The solution is a simple one: Make it fun, make it exciting, and make sure you’re addressing pain points and giving a solution in a creative way. Remember, you’re talking to another human whenever they land on your page, so don’t be afraid to introduce a little bit of your charming personality.
All types of companies can start working with fun in their brand.
A couple of tactics you can use to increase the excitement on your landing page is lighten up the tone you use in your copy:
- Tell people a story that speaks to shared memories.
- Introduce characters people can relate to and push emotional buttons.
- Make sure you also keep your landing page skimmer friendly.
- People don’t want to read huge chunks of writing. Instead, they’d like to get the gist of a page and move on from there.
Roadblock #5: Friction
As market savvy people, we know the techniques to move someone through the sales funnel, but what do we know about conversions mortal enemy: Friction. Friction is why people are hesitant to convert, and it can stem from even the most subtle details on your webpage.
How do you overcome friction?
The best way to reduce friction on a website is to imply that you are going to give them what they’re looking for with ease. You can easily work this mentality into your copy by using words such as, shortcuts, checklist, templates, or cheat sheets.
For example, “7 Shortcuts To Optimize Your Blog Pst,” is a title that assures readers you’re leading them down the fast and easy path.
You also need to address the “what if” that is always lingering in the back of their mind. What if I don’t have time for this? What if I don’t like it? What if I figure out I can’t use this? Introduce safety nets into your content terms like: Cancel anytime, try before you buy, no-obligation, money-back guarantee. Help to give readers peace of mind and entice them to convert.
Roadblock #6: Lack Of Trust
This may be the most important roadblock.
Between credit card fraud, viruses, and scammers all over the web, the internet can be a scary place for some people. It shouldn’t be a surprise that they often need to trust a brand or a company before they surrender their personal contact information in a form, as well as, their hard-earned money.
How do you overcome a lack of trust?
Before you can gain a new user’s trust, they need to like you and be sold on your brand. Speak to your visitors casually and conversationally instead of like a marketer. Remind them that there’s a person on the other end of the computer that’s trying to get them to convert.
The key to building trust is to develop empathy for your customers. In other words, understand how they feel and look at things from their point of view. In addition, the tone you use to speak to your visitors should include elements that serve as proof.
Use testimonials and social engagement among your community to put your user’s minds at ease. They’ll love to see that someone else like them has found value from [your] product.
Be mindful of all the roadblocks that can mean the difference between connecting with the future prospect, or interrupting, or even stopping, their journey altogether.
It’s easiest to start breaking through these roadblocks on your most highly viewed landing pages, and then working your way down through the rest.
Review the pages and decide what’s necessary and what’s fluff. Remove unnecessary content and graphics that serve no purpose. From there review the content you’ve decided to keep and make sure the tone matches your brand. This is going to give you a solid foundation to build off of and start optimizing.