Landing Page Not Converting? Here’s 6 Reasons Why And How To Fix It

A landing page is a standalone page created for one specific goal. Prospects and potential customers are redirected to this page when they click on a marketing or social media campaign. 

The main aim of a landing page is to market your products/resources to prospects, and then convert them into leads, customers, or subscribers.

Trust is a critical factor in conversion. When you send users to a landing page, you are usually asking for personal information from them such as an email address. 

But why would they give you this information if they didn’t trust you or feel confident that your offer is legitimate and valuable?

If your landing page doesn't incorporate trust signals like customer testimonials, trust badges, or social proof, visitors may be hesitant to take action.

When visitors trust your landing page, they are more likely to take the desired action, whether it's signing up, making a purchase, or requesting more information, ultimately leading to higher conversion rates.

Social proof comes in various forms, such as customer reviews, testimonials, ratings, and endorsements from influencers or industry experts.

Start by collecting and displaying these social proof elements on your landing pages. Encourage satisfied customers to share their positive experiences and feedback. Additionally, highlight any relevant awards, certifications, or partnerships that demonstrate your commitment to quality and reliability.

By showcasing the experiences and opinions of others, you reassure potential customers that they can give you the required information stress free.

A study by Sevell indicates that the average time spent on a web page ranges from about 45 seconds to 60 seconds.

When visitors arrive at a landing page, they are looking for specific information about a product, service, or offer. If the page is cluttered with irrelevant content that don't directly address their needs or questions, it can overwhelm and deter potential customers.

The fix to this is easy. You need to streamline your landing page's content and focus on providing clear, concise, and relevant information.

Remove any distracting elements or excessive text that doesn't contribute to the main message or call to action. A well-structured, to-the-point landing page ensures that visitors can quickly grasp the value of your offer, leading to higher conversion rates.

While some features can improve a site’s UI, they can clutter a landing page.

When a landing page is cluttered with distractions such as navigation bars and excessive call-to-action (CTA) buttons, it can be a significant distraction to conversion rates. 

These distractions dilute the main message and lead them away from the primary conversion goal.

Most of the features that clutter landing pages are always used in home pages. And by including them in a landing page, you will unknowingly interfere with the main aim of the landing page.

The trick here is to remove unnecessary links, buttons, and navigation widgets, which might redirect your website visitors to another page. It's essential to maintain a clean and focused design. 

Remove unnecessary navigation elements and reduce the number of CTAs, focusing on one clear and compelling call to action that guides visitors toward the desired outcome.

A simple landing page that’s not cluttered

If your CTA sounds generic, you’ll have a hard time trying to convert prospects into leads. And some of the most generic CTAs are — ‘Click Here’, ‘Read More’, and ‘Find Out More’.

Since these CTAs are vague and generic, they will not spark a lot of interest, especially if they don’t align with the desires of your site visitors. We’ve also seen them over and over again, and they are very repetitive.

Not to mention, such CTAs don’t mention the value that the prospect will get in return, after taking a certain action.

Save potential leads from the ‘paradox of choice’ by featuring a single CTA in your landing page.

You also need to personalize the CTA until it aligns with what visitors are looking for. A good CTA mentions the value that prospects will get from you.

For example, instead of publishing a CTA that reads “Join my subscriber list”, you can personalize it to "Learn how to increase your sales”.

‘Get 30 days of free yoga’ is a personalized CTA, which offers value

Everything from the brand’s message to the copy’s tone needs to be consistent with the information that’s included in your ads.

If your brand message and tone do not complement each other, some visitors will feel as if your content doesn’t align with their interests.

The same thing also applies to PPC ads.

When your copy is not consistent with the message that was passed along by PPC ads, there are high chances that your site visitors will turn their attention to other things. As a result, this undermines your site’s conversion rates.

Maintain some level of consistency in your brand’s message and your ads. It’s always advisable to design landing pages that are centred around different ad messages to maintain consistency. 

For instance, if you are running 5 different ads, which are focusing on certain elements, then you need to lead your traffic to multiple landing pages.

Each of these landing pages should be tailored to deliver messages that are consistent with the ads.

If your landing pages are not effective in creating a certain sense of urgency, then your conversion rates will plateau at a certain point.

Once a website visitor opens another page, they are less likely to come back to your page to take action unless you give them reason to.

In this landing page example, multiple urgency elements are in place to help boost conversions including a stock alert (for book offer) and live social proof widget

According to a study by ridsalmarketing, only 26% of new visitors will go back to a website accessing it.

Without a compelling reason for visitors to take immediate action, they may postpone making a decision or exploring your offer further, ultimately leading to missed conversion opportunities.

Leverage strategies that will instil a sense of urgency that will push visitors to take action, instead of postponing it to another time.

For example, if you are selling tickets, you can mention that there’s a limited number of tickets.

A countdown timer that monitors a limited-time offer can also be quite effective in creating a sense of urgency.

You can also leverage the power of personalized offers, if you want to create some urgency. For example, offering a 30% discount to a group of customers - such as the first 100 customers - will create some urgency.

It can be a frustrating experience if your landing pages are not converting as expected. However, it's important to remember that it's not the end of the road; it's an opportunity for improvement.

By carefully analyzing the factors contributing to the lack of conversions and implementing the right strategies, you can turn things around.

Be sure to build trust with prospects visiting your site. And don’t forget to declutter your pages by getting rid of some of the unnecessary things.

OptimizePress's has a selection of landing page templates that can help you create high-converting landing pages.

With their user-friendly interface and customizable designs, these templates provide an excellent foundation for your campaigns. You can effortlessly tailor them to suit your unique branding and messaging needs.

With OptimizePress landing page templates, you can save time, eliminate design headaches, and drive the results you want.