If your analytics are showing that you're driving the desired amount of traffic to your landing page but you're having trouble converting, it may be time to take a look at your page and see where it can be improved. There's enough data out there clearly describing the issues consumers have with landing pages that it's worth giving yours a once-over. Here are five major issues that drive users away from landing pages.
1. Long load times
According to Amazon research, every tenth of a second a page took to load cost them 1% of their potential sales. It's worth taking a moment to compare your load times with other websites, especially your competitors. If your landing page is on the elaborate side, it may be bottlenecking the user's browser and driving them away from the page. Run some tests and determine if the page load time is a factor in user bounce.
2. Poor mobile experience
Even in 2019, many webpages are being specifically designed for desktop browsers. With a massive shift toward mobile devices underway, the efficiency of desktop-designed landing pages will continue to plummet. Everyone has experienced a desktop landing page on their phone and struggled to navigate while page elements rapidly resized. One of the most critical changes to make for the near future is optimizing your landing page for mobile. According to a Google survey:
- 61% of users are unlikely to return to a mobile site they had trouble accessing.
- 57% of the people would not recommend a business with a bad mobile site.
- 40% of visitors turn to a competitor's website after they have a bad mobile experience.
3. Your page message isn't specific enough
It can be tempting to overwhelm a user with too much information. After all, they've navigated to your page and you want to tell them all the great things about your product. Trim back your words, it shouldn’t cause your visitor's eyes to glaze over before they get to your CTA.
Your page should drive the user specifically toward the action you want them to take, without distracting them along the way. Design your landing page to be straightforward, clean, and meaningful. Often, this can be accomplished best through a hierarchy of typography, great graphics or video instead of blocks of B&W text.
4. Too much jargon
If you're looking for a laugh (and a grumpy nod of agreement), check out the list of 2019's most annoying business buzzwords. It can be a sobering experience to glance through your landing page and see how many times you've mentioned: "moving the needle" or "thinking outside the box" (or the dreaded "synergy"). Don't get dragged down in jargon; keep the focus on solving your visitors' problem.
5. A CTA that’s MIA?
Everything on your landing page is structured to lead the visitor to your call to action (CTA). Make sure it stands out when the users get there. The goal is to have as many visitors as possible to click the link (or sign up for the mailing list, etc.). It's critical that your visitors feel a sense of urgency and a desire to respond to the CTA.
Wrapping it all up
A visitor who reaches your landing page is already on their way to conversion. Avoiding the pitfalls listed above will get your page well on the way to beating the general conversion rate of 2.35%. This figure varies across industries, of course, but it's a great benchmark to measure your success against.
If you're not seeing the results you want, FIDGET Branding would be happy to provide you with a FREE consultation to help determine what you might be missing.
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