By Jake Rheude
If you want to convert on your landing page – sales, sign-ups, etc. – then you need traffic. But if you have the traffic and you’re still not converting, that means there’s a problem with the landing page itself. It’s time to take a critical eye to your page and figure out what is stopping people from traveling further down the funnel.
1. Weak Call To Action
Your call to action might be weak or confusing. What is it you’re trying to get visitors to do? How are you asking them to do it?
Ask yourself, how is the design of your page affecting your CTA? Is it getting lost and blending in with the rest of the content? What’s the tone of your ask – are you being clear and assertive? Are you asking the viewer to do something that is not even related to your goal (for example, redirecting to a different page when what you really want is email signups for your newsletter)? Hone in on your goal for the page and see how you can make it the star.
2. Distracting Links
How many outbound and inbound links do you have on your landing page? If you answered anything other than one, you’re probably distracting from your goal of the page. Once you’ve honed in on that goal, that should become the sole focus of the page, and all the clicks should point there – which means you should only have links that relate to your goal. Save the other links for other pages.
3. Wrong Lead Magnet
This is a classic case of not understanding your audience. You may be offering them something that they just aren’t interested in, which means you need to do some research and figure out what could be more appealing. Are you offering a free ebook to a demographic that would prefer a video tutorial? Is your custom product quiz that you want customers to take simply too long? The lead magnet you’re using may not match your endgame.
4. Too Long, Too Short
The length and information on the page could simply not be hitting that sweet spot of providing just enough information without being overwhelming. You don’t want to overdo it and kill the interest of your leads by making them read a novel to see what you want, but you also don’t want to underdo it and leave them asking questions that should be answered in the copy. See if you can get a fresh pair of eyes to read it over, or compare it with similar landing pages in your niche to see how you compare.
5. Poor User Experience
Think about what users like and dislike to experience when they’re visiting a webpage — needing to spend a lot of time to hunt down what they’re looking for, annoying pop-ups, distracting ads. All of those elements make for a bad user experience. When you’re trying to sell them something, it becomes more important than ever to make sure they have a great user experience, and …read more
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