A compelling, engaging, and easy to follow website is crucial for generating sales in 2021.
While many marketers focus the majority of their efforts on perfecting their homepage, another critical aspect of your website are the landing pages.
What Are Landing Pages and Why Do They Matter?
Landing pages are known as the pages on your website that readers are directed to from an outside ad. Their primary goal is to motivate them to take action in some shape or form. This can be as simple as purchasing your product or service, signing up for your newsletter, or downloading your ebook in exchange for their contact information. Overall, landing pages are key players in turning strangers into your future content audience, or even better; a paying customer.
5 Reasons You Don’t See Conversions From Your Landing Pages
Are you feeling stumped on how to take your landing pages from drab to fab? We’ve compiled 6 of the most common reasons why businesses aren’t seeing the conversions they deserve from their landing pages. Let’s get started!
#1 Your Readers Don’t Know Where To Look
With any type of marketing material, structure and design is key for a cohesion and readability. The last thing you want is a landing page that is full of lengthy blobs of text lacking any sort of color or formatting. Chances are busy readers just looking to skim for the important stuff won’t be amused. A clean, well-designed structure takes the guessing game out of where consumers need to look to find the information that they seek.
5 easy ways to improve the user experience of your landing pages include adding:
- Bullet points or numbered lists
- Graphics or colorful images
- Eye-catching headlines
- Bolded or larger fonts for important information
- Subheadings to break up chunks of text
#2 You Don’t Have Enough of Them
If you’re not seeing audience conversions, it might be because you’re lacking sufficient numbers of landing pages. Think about it. If you have more landing pages, you have more opportunities for connecting with your target audience. Studies found that when companies increased their landing pages from 10 to 15 pages, they saw a 55% increase in lead generation!
While it takes more work to build more landing pages on your end, it is worth it for a more customized, specific landing page. Plus, your landing pages intent should always match the ad that led readers to it in the first place. Every consumer that visits your website has a different set of goals and needs for why they might be there, so giving them a variety of landing pages to find themselves on will ensure that they get their eyes on the right product and call-to-action that solves their unique pain points.
#3 Your Call-To-Action Doesn’t Land Well
Your call-to-action is one of the most important aspects of the landing page, as it’s the moment that you inform your readers of how you want them to proceed. If you aren’t nailing a clear and concise CTA, it is most likely the root of your landing page troubles.
3 of our best practices for landing page CTA’s include:
- Make It Pop off the Page: You should never hide your CTA. Place it in a brightly colored box or shape, bolded, or in a large font on the page.
- Make it personalized: The simple ‘buy now’ CTA is way too boring and way too vague. Use more detailed, specific, and powerful words that tell your reader exactly what they expect to receive by clicking on your CTA.
- One is Enough: While some websites have multiple CTAs on a single landing page, it’s best avoid having many. This is because it can confuse readers on which one they should prioritize clicking on. Keep it simple and have one call-to-action per one landing page.
#4 Your Readers Don’t Have The Proof To Trust You
As human beings, we are naturally drawn to the opinions of our peers. This can be applied to purchasing decisions as well. In fact, 88% of people read an average of 10 reviews before deciding to purchase something or not. Since landing pages are one of your first impressions on a new prospect, using social proof will help legitimize your company and build trust in your product.
4 easy ways to capitalize on the power of social proof include:
- A customer testimonial or review
- Linking a social media post that spoke positively about your brand
- Customer case studies
- Any celebrity or influencer endorsement
It takes time for consumers to warm up to new businesses, so give them all of the proof they need to make the decision to stick around!
#5 You Don’t Test Their Performance Beforehand
A/B testing is a process that the most successful landing pages go through. If you aren’t seeing conversions, chances are it’s because you unintentionally chose lower-performing content or structure. A/B testing allows you to make multiple mockups of a landing page and test the success of each before launching.
The importance of A/B testing on landing pages is especially important when thinking about the call-to-action. This is because above the fold CTAs have been all the rage for a while, but in some cases, conversion rates have actually been 20% higher with CTAs below the fold. Because of this, testing each will ensure that you use the location that works best on your unique website and audience.
Improve Your Landing Pages With Ease Today
As you can see, taking the time to develop a sound landing page is most definitely worth your while. If you are unhappy with your current website’s performance, it is important to focus your attention on its landing pages first.
If you’re feeling unsure about where to start with your landing page, we’re here to help! As a team of diverse copywriters, we have the tools to take on any of your writing needs. Work with the writers at Amplihigher and watch your landing page conversions skyrocket! Contact us today to learn more.