“Why is my landing page not converting” is a mystery that a significant number of digital entrepreneurs try to unravel every day.
Truth be told, there can be a lot of reasons behind poor landing pages performance, and the only thing that is sure – it is not a dream-come-true situation for any business owner.
The problem may lay into landing page design, poor user experience, mismatched offer, not properly chosen target audience, or poor landing page copy. To put it briefly – in not following the landing page best practices.
Therefore, if you are among these entrepreneurs who ask themselves “why is my landing page not converting?” or if you are about to create your landing page, it is high time to familiarize yourself with the landing page best practices.
1# Clear offer
Once you plan your landing page strategy, take into consideration your target audience and reflect on what makes them feel positive emotions, such as excitement, inspiration or appreciation. Try to think about their specific goal and how your offer can assist them in achieving that.
When you are aware of what feature of your product can be the most valuable for your niche, you should incorporate it in the headline. It will allow you to entice visitors and make the key benefit of your solution visible right from the first second.
One of the worst thing that can be done during landing page creation process is overcomplicating. Even though an extremely simple landing page seems counterintuitive, it is highly effective as it keeps visitors focused.
Therefore, try not to clutter your landing page with an overabundance of elements and distractions. Put all the essential elements such as headline, key benefits of your offer, testimonials or a video enhancing your message, lead generation form and call to action (CTA), but don’t make it too much.
3# Essentials above the fold
The fold is the point where visitors have to scroll in order to read more.
Truth be told, if you don’t grab attention all at once, they won’t be bothered to explore more. Therefore – you should put all the juicy and most appealing elements at the top in order to encourage users to want more and to scroll.
4# Straightforward CTA
Landing pages are created to impose an action from visitors so you should not impede it by providing them with shady and not clear CTA.
Make sure that your CTA neither confuse nor stress out readers. It should be concise and clear, for example:
- “subscribe and get free coupons”,
- “try the demo for free”,
- “join now”.
Visual consistency is now more important than ever impacting heavily on conversions. Thus, you should make sure that your landing page matches the ad that drives traffic to it.
Text, language, theme, colours and offer both in the ad and on the landing page, should be the same. Always, visitors may feel confused or disturbed what will result in having a landing page not converting.
All in all, the art of creating a high-converting landing page is not the easiest one. Nevertheless, it is essential for your business success. Once you make sure you follow the landing page best practices, you will never ask yourself again “why is my landing page not converting”, as it will be converting massively 😉