You've created what you think is the perfect B2B landing page for your campaign. It's on brand and has compelling copy and fantastic imagery. And you know your target audience.
But it just isn't converting - what do you do?
What is a landing page?
A landing page is a standalone web page designed to direct visitors to a specific product, service, or offer. This could be to make a purchase, download a report, book a service, or sign up for a podcast. The purpose is to convert visitors into leads or customers.
But it's frustrating when you spend time designing your landing page only for it to generate a few leads or the wrong type of traffic.
Here are five reasons why your landing page might not be converting as well as you want it to, and what you can do about it.
1. Lack of credibility
More often than not, the people coming to your landing page will be paid traffic and won't have a previous relationship with your company. This means they don't know your product or services.
As they don't know you, you have just a few seconds to make a strong first impression and show them why they can trust you.
Simple actions such as adding third-party review sites, testimonials, accreditations, or showing the number of units sold help to demonstrate your credibility quickly.
2. Your page is distracting
A confusing or cluttered landing page can make it difficult for visitors to find the information they're looking for and take action.
Poor visual design and poorly written copy can also make the page look unprofessional. This could lead to visitors questioning the quality of your products or services.
Your landing page is there to do just one thing; to encourage the visitor to take action. So simplify and streamline the design for the best user experience.
You want visitors to find what they're looking for quickly and easily. Break the copy up into easy to digest sections using sub-headings and bullet points and include all the critical information at the top, above the fold. Remove distractions such as conflicting CTAs, and irrelevant images, and remove unnecessary navigation.
Forget about the hard sell. Copy that's too salesy is a turn-off. If you write copy that people find helpful and relevant, that's clear and concise; you'll start to generate more leads.
3. Unclear or confusing call to action (CTA)
Your CTA (call to action) is the most important thing on your landing page. If your visitor can't see it or doesn't understand what action you want them to take, you've lost a valuable lead.
So make sure your landing page's CTA is prominent and irresistible. Simply putting 'Click here' in the button is unlikely to drive many conversions.
By irresistible, I mean making it visually appealing and clear what you want the person to do and why.
Use action words to encourage the person to click the button or create a sense of urgency and make your CTA easy to complete.
For example:
Book a strategy call
Sign up for our podcast series
Download our report
Start your free trial
Get £20 off your first order
4. Your page loads slowly
There's nothing worse than sitting there waiting for a page to load. If your page doesn't load within a few seconds, the visitor will probably leave the site and go elsewhere.
A couple of things you can do to improve the performance of your landing page include:
Caching your page: Without getting too complex, when a visitor clicks on your landing page, your site's server has to retrieve all the necessary files to generate the page. These can be JavaScript, logos, and images. This takes time. Caching stores copies of these files so that when someone clicks on the landing page, the server uses fewer resources to load and display it.
You can test how your landing page performs for free by using Google PageSpeed Insights. This allows you to check the performance on both desktop and mobile (see Point 5 below).
5. Your page isn't optimised for mobile
More and more people are using their mobile devices to browse the internet, so having a mobile-friendly landing page is crucial for reaching and engaging with your target audience.
While a responsive design might change your page layout according to the screen size, these changes may not always provide the best user experience. The text on a CTA button may appear too large, images could appear in the wrong place on the page, or what's a simple form for visitors to fill out on your desktop could become overwhelming on a mobile.
If you want to achieve a high conversion rate, it's a good idea to design a separate, mobile-specific landing page. Being clear and concise is even more critical here. So keep your copy short and sweet and place your CTA at the top of the page, where it will quickly grab the reader's attention.
Columns may look good on a desktop design, but for mobile, keep to a single column layout as these are easy to navigate and scroll down.
Just a few tweaks can lead to better conversions
The primary purpose of a landing page is to prompt visitors to take action.
There can be several reasons why your landing page isn't converting, but following these five simple tips will help you attract the right visitor to your site, create a better user experience and increase your conversion rate.
I understand how to write copy that draws the reader in and persuades them to take action. So, If your landing page or website needs a refresh, or you're after copy for a new page or website, I'm here to help. Get in touch, and let's have a chat.
Comments