A lot of companies spend financial resources and time on making a marketing campaign. Even the marketing plan they made is driven by outcomes. Investment has been made in paid marketing too. After getting a lot of clicks and traffic, there is one major problem.

The website’s landing page is not converting visitors into customers and subscribers. 

Regardless of whether the website is trying its best to collect leads, generate sales or drive downloads, landing pages do the job the whole website may not do i.e. focusing on one dedicated objective of conversion. If the landing page is not doing that, then it indicates it needs fixing.

The reasons why landing pages do not convert

Experts from a well-known web development company Dubai have created a checklist of key reasons why landing pages are not converting visitors into customers. Learning about them can help many fix their website’s landing pages right on time.

The content is Mundane

No one is writing a Shakespearan novel on a website because the content they write for one is simple, clean, crisp, and convincing. But there is a catch, today’s users scan the website and skim its content, only to look for what they want/need. 

In fact, approximately 80 percent of users simply scan the web page for key information. This gives websites and their owners a few seconds to catch their full attention. Hence it is key to have a headline that draws the user to them in the very first instant and presents to them the unique selling proposition (USP).

The headline should exactly match what the user clicked on to arrive on the web page. It should be short, simple, eye-catching, and crisp. Subheadings, bullet points listed, videos, and images help add visual spark, scannability, and of course, some charm.

The multimedia is bland

Images and videos having a good impact are able to entice viewers to scroll through the content. They make sure they are able to match the brand’s message with the multimedia presentation. Ranging from the main image to all the visual elements used throughout the page, they all should be relevant else it won’t work.

What does each element say about the product, service, offering, and USP? Each firm must enable its customers to imagine themselves using the firm’s particular product and realize the benefits after its use.

Neither the firm, nor the brand, nor the website, is trusted easily

In order to convert the user into a customer, the landing page requires information from the user. Why should the user trust any website especially when it comes to the provision of personal information?

These days, customers are more cautious, witty, and savvy when it comes to protecting their private information as cyberattacks are rising these days. Hence, for each firm, it is necessary to build trust. This can be done by creating social proof. This includes reviews and testimonials from customers (authentic ones obviously).

Display them prominently above or directly beneath the ‘Call to Action’ and ensure reviews and comments are properly managed.

The Call to Action is not compelling

A ‘call to action’ (CTA) is one of the most important elements of a landing page. This very page combines an appealing offer with a clear and easy ‘call to action'. The CTA should be the landing page’s most prominent element because it instructs website visitors on what they should do next.

Do not overload potential customers with a myriad of choices as it leads them to be indecisive, known as decision paralysis. 

What companies should do is provide one offer with one objective so that visitors can easily convert. It should be kept as simple and straightforward as it can be. The CTA should be present with a clear copy on a large and vibrant button which is surrounded by white space so it stands out in the crowd.

The landing page has a distracting design

The landing pages should have a simple design. Mobile devices make up more than half of all web browsing traffic, the screen space should not be cluttered. A busy landing page hurts the user experience and in turn ruins conversions. Hence, every single element on the landing page must contribute to the objective.

If it is not supporting that objective, it should be removed. Links, ads, and navigation bars should be removed. Anything that is not driving potential customers to the call-to-action button is not good at all.

There is a clear lack of a sense of urgency

For what reasons must the user convert immediately? They can always come back later. Maybe not because there are chances that if they leave, they won’t be coming back. Urgency creation is hence a must. Countdown timers live alerts of ‘just sold’ items, limited inventory notices or special offers based on time convey a sense of urgency.

The offer is not worthwhile

The offer a company/a brand is making on their website is absolutely critical towards helping them convert. Each firm can do all the aforementioned steps but only to be left behind when they offer is simply not adequate. In short, ten percent discounts do not help as companies must demonstrate real-time benefits and value for the amount of money spent.

When prospective customer arrives on the landing page, they need to be provided with something that solves their problem. Product, Service, free consultation, manual, eBook or a product trial, the offer’s benefits should be clearly conveyed on the landing page.

Conclusion

Additionally, with the above points, the website should be thoroughly and repeatedly tested, content should be tweaked, the offer is made robust and multiple versions of the web page should be tested thoroughly. These seven checks should be conducted before any upcoming marketing campaign is launched.