Why is my landing page not converting? If a landing page isn’t turning visitors into subscribers, it’s not performing its main function. A landing page is used because it is the best way to perform the job of building an email list. See why is a landing page important.
With a good landing page, you can send a huge amount of traffic to it and convert many of them into email subscribers. You can then use your email list to convert subscribers into paying customers. But when your landing page isn’t working, the system fails completely. Without subscribers you can’t create customers!
A good landing page (and advert) will convert around 40% of your visitors to subscribers, or even more. But in order to do that, you need everything to line up properly. Here’s a few of the things you may have got wrong.
Why Is My Landing Page Not Converting: Your Ad
A landing page needs an advert to drive traffic towards it. That traffic must be well targeted otherwise you’re just sending random people to it; people who are not aligned with your products or messaging. People need a very good reason to enter their email address into a web page.
Most web visitors know they may be inundated with constant email messages into their inboxes if they do so. So many are sceptical and reluctant, particularly if they are not interested in your offer. If someone has landed on your landing page, it means they clicked on your advert (or came from your website).
If they don’t enter their details, you just spent money getting them their and something needs adjusting because you can spend a whole lot more if you don’t fix the issue. So, try testing a different advert and make sure you know who your target audience is.
Why Is My Landing Page Not Converting: Target Audience
A good advert may simply not resonate with a bad target audience. So even if your advert works with some people, it may just not gel with the wrong audience. That’s why it’s important to do some work on your “perfect” customer.
The perfect customer is the person who is going to love your messages, products and ethos. They will become a life long customer. But most people online aren’t going to fall into this category. This is why doing your due diligence on your customer avatar is work which will pay off in the long run. Know who you are targeting your adverting at: the small cross section of the marketplace of people who are most likely to want what you are selling.
When you understand your target audience better than they understand themselves, you’ll be able to create a more compelling advert which motivated people to sign up on your landing page.
Why Is My Landing Page Not Converting: Wrong Messaging
Another reason your landing page may not be converting is that you’re not providing a compelling benefit driven call to action on your landing page. Perhaps your landing page title doesn’t resonate with your visitors, or connect with their reasons for clicking through from your advert. A good landing page should bullet point the main benefits from your advert to cross promote them and maintain congruence.
If in your advert you talk about a particular benefit (of your product), but then don’t mention this on your landing page, the visitor may click away. Remember your visitor cares about one thing WIIFM – “What’s In It For Me”! They don’t care about features or branding.
If you have neglected to bring a strong benefit driven call to action to your landing page, what is the reason someone would sign up to your list? What’s in it for them?
List the benefits not the features of your product/service. If you focus on your branding, or the features of your product, visitors won’t sign up because there is no compelling reason to. Think about the title of your landing page and any other information which motivates visitors to sign up.
Why Is My Landing Page Not Converting: Congruence
From watching or clicking on your advert, a visitor has the intention to learn more about your product/service. They are intrigued. So they click on your advert and come through to your landing page. If the page doesn’t continue the same congruent message, a visitor may leave because they might think the page doesn’t meet their needs.
A landing page should therefore carry congruent messaging which follows on from the advert which has been clicked. If your advert talks about a particular benefit, or pain, the landing page should convey the same messaging. Otherwise, there’s no congruence. The visitor may even believe the page is broken, or there has been a glitch.
Why Is My Landing Page Not Converting: Speed
If your landing page is slow at loading, your visitors may click away because they are too impatient to wait. A load time delay of just a single second can reduce mobile conversions by 20%! A load time of 3 seconds increases bounce rate by 52%. Get a fast landing page software to increase to load speed of your site and increase conversions.
Page Not Loading Properly/Technical issues
Of course your landing page may not be converting because of a technical issue too. This may be the case if you don’t see any conversions but your ad is spending budget. Check you are sending people to the right landing page from your advert.
Double check the opt in form works on both mobile and desktop. Most visitors are coming from mobile, so it could be you haven’t optimised the form for mobile phones. If the landing page doesn’t appear at the top of the page when mobile visitors land on it, most will simply click away, rather than scrolling down the page to find the form.
Are you using new software? Double check everything before you start running your adverts. It’s also worth checking your landing page from another browser since some browsers may have issues with the software you are using.
Form Placement
The form placement does have a bearing on your landing page conversion rate. Evidence shows that people read from left to right and therefore the best placement of a landing page form is to the right hand side of your landing page. While this may not stop people from signing up completely, it will definitely have a bearing. Also make sure the form is at the top of the page and that visitors don’t need to scroll down the page to access it – both on desktop and mobile.
