7 Landing page flaws lowering your conversion rates
Have you ever built an amazing landing page, driven targeted traffic to it, and then found that despite everything you’re doing, you’re just not getting any conversion? It sucks. You’ve put in all this time. You’ve put in all these resources. You just can’t get sales for the life of you.
In this post, we’re going to share Seven Landing Page flaws that’ll kill your conversions. So let’s dive right into it
a. Load time. And you’ve probably heard this before. Speed matters. But let us actually back it up with a stat. We use a service called Crazy Egg- it provides heatmap analytics, and it allows things like A/B testing, and user recordings, etc. to help us understand how people interact and engage with our websites. Did you know that when we were optimizing our own site and trying to improve our load times, we found that for every second we improved in load time, our conversions went up 6 percent. That’s huge! And the reason especially is important in today’s world, specifically if you have an eCommerce business. People are on mobile devices, and we don’t care if they’re on 5G or 4G or LTE. Just because they have all these fancy devices and technology, doesn’t mean they’re in a place with amazing reception. For that reason, you need fast load times. They say the average human has an attention span of less than that of a goldfish. So if you can’t make your site load fast, someone’s going to leave, go somewhere else, and they’re going to get the conversion. So speed is everything.
b. Generic landing pages. And no, we don’t mean a generic landing page in which a landing page is selling all your services, or all your products. Yeah sure you already know that you need to get specific and only sell one product or one service. But here’s what we mean by generic landing pages. Even if you’re selling one product or one service, keep in mind that every single traffic source is different. Getting visitors from Google AdWords, from someone searching a keyword, is totally different from someone coming from a Facebook ad. That’s also totally different from someone coming from Instagram, that’s also totally different than someone coming from Pinterest or LinkedIn. So what we mean is, you need to get super granular and specific with your landing page. Of course you’re only going to have one product or one service on the landing page, but that landing page needs to be super targeted for that audience.
Now we used to do the marketing for TechCrunch, and back in the day, TechCrunch used to link to our site and it would drive traffic. We used to have a message for TechCrunch readers, and adjust the landing page just for them, because we knew a lot of them were startups, or venture backed companies. While on the flip side if someone came to us from Entrepreneur Magazine, it was less likely that they were venture-funded, or there for the long. Most of the people that would come to us from Entrepreneur Magazine, which is also a great traffic source, were more so newbie entrepreneurs just starting out. So by adapting your landing page to the traffic source you’ll find that you use conversions a lot more. And the way that you do this is: put your mind inside the traffic source. Like, how are people using Google different from people using Facebook? When you’re on Google you’re doing a search. You’re looking for solutions to your problem. Your problem is typically whatever keyword you typed in on the search box. On Facebook, you’re browsing and looking at pictures of your friends. They may show you an ad relating to a product or service that may peak your interest, but in general, you’re not right then and there looking for a problem to solve. So the pitch for the landing page on let’s say, Facebook, needs to be more broad- tell a story, while the landing page on Google needs to hit really hard on the solution to the problem right away.
c. Distractions. We’re in a world where there’s a lot of ADD, we have attention spans of less than a goldfish, which you guys already know now. So, why would you want to end up showing your visitors tons of navigational options, header, footer. Now, in some certain traffic sources, you may need to include some navigational element, but you don’t need to go full blown with tons of drop downs and too many navigational options to pick from. By being very specific with where you’re focusing a user’s attention, you’re going to be better off. And this is important because a lot of people are also starting to do things on their site- things like live chat, pop ups; they’re also doing quizzes, so they have a landing page with all these things. We’ve found chat to also boost conversions, but the flaw we’re getting here with all these things is, sometimes mouse movements are really sensitive, and when a reader’s scrolling and reading, it may trigger an exit popup, instead of just showing them their content. If that’s what’s happening, they’re less likely to convert. So you don’t want to distract people with too many bells or whistles, or by having too many different navigational options, or too many color schemes on that page.
d. Visual disconnect. If you have an ad that’s promising something, and you don’t deliver on that promise in the landing page, it’s not going to work. The simplest example of this flaw is someone doing a Google search. If someone typed in ‘Apple MacBook’ and hypothetically you were bidding on that term and they went to your landing page, but you didn’t have the term ‘Apple MacBook’ on there, or you didn’t have a picture of an Apple MacBook, what do you think is going to happen? Your conversions are going to tank. So not only do the texts need to align with how you first drew them in from the initial ad, or that landing page or website that’s linking to you, matching their copy, but more so your visual cues, the images when you’re describing the product or service also need to match with that ad copy, or that initial traffic search that drove visitors to your site.
e. Bad mobile experience. Did you know that the majority of searches on Google now happen over mobile phones? That’s right, they’re not happening from the laptop, they’re not happening from a tablet, they’re happening from a mobile device. That thing that’s in your pocket 24/7. It’s on you more than your laptop or a desktop computer is, hence, more people use it for search. So, if more people are using it, but your site isn’t mobile compatible, or your landing page isn’t, what do you think is going to happen with your conversions?They’re not going to do well. It’s super important that it is mobile compatible. Now you shouldn’t go create a ‘mobile specific’ landing page, we just like making our landing pages responsive, that way if someone is on a tablet, a big laptop, a big desktop screen, or a small mobile device, it can tune and adjust in size for that user. So that way you only have to do one page, and you don’t have to continually maintain 5 or 10 different pages.Not addressing Buyer concerns. These could be, ‘Hey what if I don’t like this product or service, is there a money back guarantee? Is there a free trial ( assuming this is a software as a service company)?. What do other people think about this product? Do you have reviews on those pages? How does a product or service look? Do you have video testimonials or case studies? All these things are objections and concerns, if you can answer them within your landing page, you’re more likely to convert. Most people think of a landing page as, ‘Oh I want it as short as possible, get someone to click, put it on their credit card, and buy from me.’ It’s not all about it being as short as possible and getting someone to click, it’s about answering people’s objections. Whatever objections people have, if you answer them, they’re much more likely to convert. If you don’t answer someone’s objections and concerns, what do you think is going to happen? They’re going to bounce away, they’re not going to convert. If you’re not sure what people’s objections are, you can always use survey tools, like HotJar or SurveyMonkey, to figure out what people’s objections are or concerns are, and you can address them within your content.
f. You’re making the landing page too complicated. When we say this, we’re not talking about length, we’re not talking about, oh, do you have too many images or videos? We’re talking about the process. If you’re a lead form, do you have 50 form fields? Well if you have 50 form fields, you’re going to lose most people. If you’re a checkout process for an eCommerce page, how many form fields do you really need? Can you auto-fill? Can you have authentication services like login with Google, or login with Facebook, to make it so much simpler when somebody’s already coming from Facebook. All these things can make it more convenient for the user. If you make your landing pages more convenient, the chances are they’re going to convert more. If you make it more complicated and harder for them, they’re less likely to convert. Just think of it this way, if someone’s on a mobile device, and they have 10, 12 form fields, do you think they want to fill them out? Or do you think they want to click a button that fills out maybe half of them, and then the other half they have to do manual? They would rather only do half of them and have the other ones done automatically, and some done manual. Make it convenient for people. If you make your processes, your check out, your lead forms too complicated, you’re not going to convert as well.
If you need help getting more sales from your landing pages or more traffic,please get in touch with us, and we’ll do what we can to help. Cheers!