What is a landing page? Why isn’t working and how to fix it?

You believed you had it all figured out: the ideal advertising strategy, the enticing offer, and a captivating landing page.

However, there is a frustrating obstacle: no one is converting!

After directing hundreds of leads to your landing pages, it feels like you have reached a dead end. But you’re not alone. 

Numerous Google Ads management companies deal with the same problem. The good news is, there are several solutions to fix the landing page! 

According to research, optimizing your landing pages can increase conversions by up to 30%, and confronting consumer concerns directly can result in an astounding 80% increase. 

Therefore, this blog is your guide if you’re keen to learn the secrets of effective landing pages. 

We’ll unravel the puzzles of what makes a landing page work, why it might not work, and more.

Landing Page: What Does it Mean in Marketing?

In general, any webpage that a customer arrives on can be considered a landing page. However, in the context of search engine marketing, a landing page is usually a distinct page separate from your homepage or other pages, designed with a specific and focused purpose.

A landing page is a direct response to any promises or assurances you may have provided in your content. Essentially, it represents the next phase before a visitor converts into a lead. Your landing page enables you to offer a trade, special deal, valuable information, or an enticing offer in exchange for contact information.

7 Reasons Why Your Landing Page Is Not Converting and How to Fix It?

There are a tonne of examples of landing page errors online, ranging from minor errors to serious structural problems.

Some of the most frequent landing page issues that search engine marketing experts encounter are listed below. If you find yourself in any of these circumstances, it might be time to review your landing page strategy and come up with a fresh plan.

1. Your Landing Page Isn’t Loading Fast

Our list of issues on landing pages is topped by slow load times and for good cause. 53% of visitors will leave a website if it takes longer than three seconds to load. Additionally, a slow site may hurt your Google rating, making it more difficult for clients to locate you online.

Image Source – https://neilpatel.com/blog/get-your-mba-in-seo-with-these-10-guides-and-5-courses/

So, how can you speed up your landing page in Google ads management? Images might be to blame. The most frequent causes of a delayed website load time are extremely large or excessively many graphics. Always remember to resize and compress photos to fit the design of your landing page as a possible option.   

Keep in mind that conversion windows are relatively small, especially for new clients. To build on your momentum, make your landing pages as quick as possible.

2. Your Call To Action Is Not Convincing

Your call-to-action (CTA) or CTA button may not be forceful enough if your lead-generation efforts are failing. 

Most CTAs are ambiguous and fail to motivate visitors to take action. 

>Subscribe Now

>Buy Now

>Download Now

The above CTA examples have the drawback of providing little information about what consumers can anticipate after clicking. If you don’t know what you’re getting, would you give your information?

Follow these CTA-recommended practices in your digital marketing services:

>Use only one offer on a single page.

>Use contrasting colors

>Mention the benefit in the CTA 

In the above example, CloudSpot employs a lead magnet as a CTA button to draw in potential clients and encourage app downloads. Leads are quickly informed that they are on the appropriate page because the entire page is carefully tailored to their target demographic (wedding and portrait photographers). 

3. Your Landing Page Provides Too Much Information

See if you can identify the flaw in the above landing page design by looking at it. You would be correct if you said “clutter.” 

A crowded interface with a lot of boxes, many navigational options, and big, bold writing makes for a bad viewing experience.

When creating a clutter-free landing page, keep the following in mind:

>Keep in mind that “less is more.” Show the user the salient features of your product and a link to additional information if desired.

>Use witty illustrations, but not too many. Visuals can swiftly communicate ideas, but using them in excess might distract viewers. It can make them ignore your call to action. 

>Choose fewer links or options. Users may become disoriented and quit your website if there are too many options. 

>Make it simple for users to navigate your website by limiting the number of alternatives. 

>Your landing pages should be “decluttered”. Using too many colors, fonts, text sizes, graphics, or buttons may complicate matters and raise bounce rates. 

4. You Are Asking For Too Much Information

Your landing pages can have forms that visitors must fill out to download or purchase something. A request for too much information may turn away potential customers. Make an effort to simply request the relevant contact details. Eliminate any unneeded fields as much as you can because many consumers see them as roadblocks.

Terrible Landing Page Form Example

Good Landing Page Form Example

The secret is to just inquire about what is actually required. Consider using your forms to create customer profiles. You could only require a customer’s name and email address if, for instance, they wish to download an ebook. Following the customer’s request for a demo, you may utilize this information to elicit further inquiries. 

Only using email and name forms won’t work for some digital marketing services. You might wish to elicit further information. Although you would receive fewer responses, you would also receive more qualified leads. To determine when to request which information, strike the correct balance. 

5. Your Page Lacks Social Proof

The majority of users who visit your landing page are presumably unfamiliar with you. In order to ask people to convert, you must first establish a connection and trust.

The first step in establishing trust and demonstrating to customers that you are a genuine business is a well-designed landing page. Customers often don’t trust landing pages that are updated.

Adding social evidence, such as reviews and testimonials, can significantly contribute to establishing trust with buyers. Add evaluations from reputable businesses you’ve dealt with, client testimonials, and approving comments from industry authorities to your websites. 

Include any Trust Seals or Badges that demonstrate the security of your website for online transactions in a prominent location as well.

6. You Are Not Testing Your Landing Page

You ought to test various iterations of your landing page. You can’t tell what’s functioning or how well if you don’t test various iterations of your website. 

Image Source – https://www.getresponse.com/blog/7-common-landing-page-mistakes

You can learn a lot about your customers’ requirements and behaviors from A/B testing. Make the best marketing choices by using the data you learn from A/B testing to optimize your pages. Using Google’s Website Optimizer, A/B testing is simple to do. 

7. Your Page Is Not Mobile Optimized

Did you know that more people use mobile devices than desktop computers to browse the internet? As mobile web browsing is increasingly common, Google penalizes websites that aren’t optimized for mobile devices.

How does your site seem on a mobile device? The Google Mobile-Friendly Test is a quick technique to determine.

Following are four essential guidelines for designing for mobile:

>Make headlines no longer than five words.

>Don’t forget to include the logo for your business.

>Design with simplicity and space between elements.

>Keep the form straightforward, and make the call to action button stand out.

Conclusion

While not every possible error on a landing page is covered in this blog, the most significant issues and likely errors are.

As a leading digital marketing company in Chennai, India, we understand the critical role a well-crafted landing page plays in driving conversions. If your landing page isn’t delivering the desired results, it’s time for action! 

Don’t let potential leads slip away—make the most of your landing page and watch your business thrive!

Get in touch with Deals Insight, the leading digital marketing company in Chennai, India, and turn your landing page into a conversion powerhouse!