Transparent Growth Measurement

5 Signs That Your Landing Page is Killing Your Conversion Rate

Contributors: Amol Ghemud
Published: March 27, 2019

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Doomsday conspiracy theories are not taking over the e-commerce business landscape just yet! However, the reason for your landing page conversion rates falling is a practical and realistic scenario. How do you think you can resolve this crisis?

We got this one explained in an easy format for you. All you need to do is to acquire an in-depth understanding of the 5 signs that’s killing your landing page conversion rates.

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In today’s fast-moving consumer driven marketplace, conversion rates of landing pages are a big concern for start-ups and e-commerce businesses. This is especially true when your entire life’s sweat and blood has been invested in the company.

The new business landscape  is vibrant, and the idea of a customer filling out the form on your landing page is a gamble that is dependent on many factors.

While slow landing pages are losing the race right at the very beginning, others are losing conversions because of irrelevant and cluttered landing pages, lengthy forms or second-grade visuals.

Digital marketers are frequently struggling to get upstream with hacks and divisive methods to beat the competition. However, individual instances can be entirely uninformative to a relevant customer.

Therefore, the customer leaves your landing page only to fill out a form on your competitor’s site because they had relevant information.

Landing pages are critical drivers to your business website. If the e-commerce website is feeling the pressure of loss of traffic, there are valid reasons behind the falling numbers. If you are struggling with conversions too. Over experimenting with the landing page could be the reason why.

5 Signs That Your Landing Page Is Killing Your Conversion Rate

These 5 signs are early stage warnings may point you in the right direction of why your conversion rates are falling.

1. Not creating separate landing pages for separate products/services:

Create separate landing pages for all products and services. It cannot be put more simply than that! Every single campaign has a significant target audience and -mixing up your products and services is not recommended at all.

Marketers from traditional and digital departments will advise you to do same – separate campaigns for different products and services. The details lie in getting to know your target audience.

There are no hidden secrets about creating a mindblowing campaign! The more specific and creative you get with your campaigns with catchy headlines, the exact purpose of your product and service, realistic goals or call-for-action (CTA), more relevance you gain from your target audience base.

This leads to confirmed conversion rates. Thus, you grow a healthy flow of traffic, and you are achieving realistic sales numbers too.

Landing Page optimization

Image: Create landing page using wordpress

Use WordPress to create a good landing page. Keep the design simple. Make sure your copy generates a storm in the marketplace, not tiny ripples. Because, not all landing pages are created with sales driven offers.

Some are promotions to build awareness, while others may reach out to simply gather information before a major product / service launch. Of course, on a universal scale, all landing pages are specific and target driven. Therefore, always use keywords related to your products.

Remember to keep your offers relevant. You do not want your users and your loyal customers mistrusting your efforts. Value propositions which are targetted explicitly at customers to ensure that they reach the right clients during the period of promotions is absolutely essential.

The minimum attention span of a regular visitor to your landing page is 5 seconds or less. It is critical that you have to catch his attention within those critical 4 to 5 seconds.

2. Landing page content is non-relevant to the product/services:

This is a space which calls for more specifics. If you are planning a breakthrough campaign, you need to stay relevant. Thus, think and design a magical and hard-kicking campaign with the advertising and media departments. Also, find as many reasons you can find and strike out irrelevant data, information and images from your landing page.

Landing Page optimization

Image: Non-relevant content on landing pages

Landing pages are critical; it plays an essential role in the business. So, it is necessary to make your products or business stand out in a jungle of similar products and businesses. Therefore, stick to the basics, to stay relevant – make sure the headline is an eye-catcher, consider compelling content that’s contextual.

Millennials today, are very easily baited by meaningful and interactive content. Make it work for them. Of course, if your product is a complex one, the landing page  must carry all the necessary information.

However, you can always use a format like an infographic or a specific image with relevant content which describes the product in details.

Remember, detailed features are great, but should only highlight the unique sales points (USPs) of your product. Too much content and your customer will lose interest and leave the page.

To reach out to a specific set of customers, use the forms collected from the first days of the campaign when your landing page was just a data collection exercise. Every single detail of your target customer is already in your database.

Reach out to your customers’ emotional sensibilities, find solutions and address their problems, align your offer with your audience, and request for limited but relevant information.

Your next step is designing and copywriting. Your campaign should relate to the shortlisted CTAs and allow you to stick to your goals. Because it will make or break your promotions, ultimately the mindset of the audience must resonate with your product and vice-versa.

Landing Page optimization

Image: Surf excel advertisement

For example, Surf Excel, was one the greatest advertising campaigns ever made. Why? When a child walks in with muddy, soiled clothes which were gifted a day earlier, but the mother is not perturbe. Why? Because Surf Excel removes all stains and dirt. It cannot get more relevant and direct than this, can it?  

3. Slow page load speed:

The horror of slow loading pages is a sordid affair between the digital marketer, the company, the sales outlets and the customer. While it is perfectly fine to have an excellent track record with your physical sales teams, the online world functions in a completely different manner.

Imagine you are a second-hand car sales company and you are dependent on your online sales since you have gone national. Unfortunately, your landing page is taking hours to load. Believe it or not, this may well be the reason of your campaign not accelersting conversions.

And you may as well go back to approaching customers through door-to-door marketing tactics. Why? Because your online customer has already booked, test driven, and probably even bought a car by now.

But, fret not, as there are ways by which you can regain your business and build up a customer base that’s loyal. Developing a landing page which carries good images, relevant details about the products, and certainly a form with limited but relevant data points is the solution. The 5-second rule is still applicable here.

Both Pay per Click (PPC) and Organic growth can give you great results. It is directly related to how your marketing strategy and planning team deploys the landing page.

Try using cloud storage facilities and free up your server. You can store all static images in your cloud storage. You may use servers such as Amazon which are extremely reliable.

Also, by using software to lighten your images, you will see a marked change in the page loading speed. Suddenly you are popular again and back in business as usual.

Another way to increase the download speed of your slow landing page is by using content delivery networks (CDN) and a distributed Domain Name System (DNS).

4. Poor visual content on the landing page:

Poor visual content is a conversion rate killer for a landing page. It does not matter what the topic or products are about. Visuals are the first thing that catches the eye of a potential customer.

There are dozens of examples of landing pages which have failed to bring in the desired traffic numbers . And of course, that results in zero conversion rates! The reason behind this are lousy visuals, terrible planning and bad implementation.

Too much clutter and information is packed into the landing page makes it appear densely populated. Moreover, if the images are irrelevant and the copy useless by not addressing any products specifically, makes the landing page a complete waste of time and effort. Check out the example of a badly developed landing page below:

Landing Page optimization

Image: Poor visual content on landing page

Of course, you can always improvise and reload a new version with great visuals and relevant copy. Clarity of thought is essential in such cases and mentioning product specifics is important. Try using keywords and bullet points in place of bubbles and all sorts of bad creatives.

Another tip that you can apply is to try and use a graph as a content messaging specification. However, there is no relevance to a diagram without a description or numbers attached it. Remove data images.

Rearrange all content, including words and copy to align with the set CTAs for your campaign. Now you are ready to get down to transacting real business numbers.

5. Too many pop-ups:

Pop-ups are open to opinions because some say they are obtrusive, while many feel they are necessary. Pop-ups have all 3 facades – the good, bad and ugly. Let’s start with the good bit.

The good side of pop-ups is that they are well thought out in terms of planning and strategy. Such campaigns can boost promotions and get the conversion rates. Of course, there is considerable effort required to achieve this goal.

However, a great, meaningful, contextually interactive and strong captioned pop-up increases conversion rates. Suddenly, you find your daily conversion numbers going up. This means you have successfully led your user base to click on the CTA with the pop-up ad.

Now for the bad side of pop-up ads! Yes, there are bad pop-up ads that are annoying. Eventually, the user is frustrated and leaves your landing page and probably swears never to revisit.

The annoying pop-ups which stick up like a sore-thumb just when you are taking an interest in the content results in the visitor losing interest instead.

When a pop-up does not carry an ‘x’ on the top right screen, it’s going further annoy the customer. Try and avoid such a situation.

Here’s another scenario. You close the ‘x’ and continue browsing only to find out it’s poped-up again. That’s a ‘no-no’ for any digital marketer. You need to get it off your landing page as quickly as you can.

The ugly side of pop-ups is beyond annoying. Why? Because the pop-up ads are sleazy and discomforting. For example, a pop-up asking for your email address just when you are ready to exit the webpage is total put-off.

Most customers would vow never to revisit the page ever again. That’s the end of your relationship with potential customers.

Unless your ideas are genuinely captivating try to avoid pop-ups. However, the age of pop-up ads and pop-up information pages are slowly dying out. Besides, most marketers would be more than happy to drop the pop-ups idea completely because it reduces traffic and kills landing page conversion rates.

Wrapping Up

The overall intent of all digital marketers is to gain relevant customers. To stay agile in an economically growing market is tough. The young Indian middle class has more spending power. Everybody has a reason to log in and browse, and each generation, age-group, category and genders have dozens of needs that require fulfillment.

Digital marketers must plan on specific landing pages for specific target audiences. Using irrelevant content on the landing page will land you in a mess. So try not to base all your thoughts on a promotion which may have flimsy foundations. Make your content relevant.

Slow and steady in this case does not win the race. Make course corrections, adopt flexible tools and stay relevant in the fast-paced market. Landing pages are the key to your business’s overall success.

Never let your two-bit idea ruin a perfectly great product. Instead, take time and make decisive moves to penetrate and capture the marketplace.

Poor visuals on your landing page will just not work. Change your plans and go back to the drawing board if you have to. And lastly, pop-ups can be a bane or bring in gains to your business. Only your target audience will prove this and show specific emotions towards such a case.

In most cases, pop-ups are outdated, irrelevant and does estsblish any real connect with the customer.

The earlier you detect the signs that your landing page is not performing in terms of conversions, the faster you can take action. Your quick response will determine whether your campaign fails or succeeds in the end.

About the Author

amol ghemud
Optimizer in Chief

Amol has helped catalyse business growth with his strategic & data-driven methodologies. With a decade of experience in the field of marketing, he has donned multiple hats, from channel optimization, data analytics and creative brand positioning to growth engineering and sales.

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