What can reduce conversion on landing pages?
Landing pages are landing pages of a site to which visitors get from search, contextual advertising or other channels. As a rule, landing pages of a site contain an offer of goods or services of a company, and it is through landing pages that visitors to a site are often converted into buyers or customers of a company.
The conversion of one or another landing page is of great importance for evaluating the overall site’s performance: if site visitors do not convert well into buyers and customers, then the company’s site will be of little use, and the effort, time and money involved in attracting targeted visitors, will be wasted. Of course, this is not the result that companies rely on when launching their sites.
The conversion level of each landing page is always influenced by several different factors at once, including the quality of the goods or services offered, their relevance among the target audience of the site, and, of course, the price. Moreover, in some cases, the “culprits” of the low conversion of landing pages are errors in the design of the web design of landing pages.
The lack of a clear proposal on the landing page
When visitors do not see on the landing page what exactly the company offers to buy or order, they do not know what to do next. As a result, even those visitors who came to the site for targeted queries from a search or switched from a contextual advertisement, can refuse the targeted action. To solve the problem, it is important to formulate the proposal on the landing page as clearly as possible, making it clear and unambiguously interpreted. Moreover, the title on the page should be as specific as possible, concise.
Incorrectly selected CTA text
When this or that visitor presses the call-to-action button on the landing page, he wants to fully understand what this will lead to. And if in the call-to-action text the selected call to action does not correspond to the target action, then this may become a factor that reduces the conversion on the landing page. A competent text choice for CTA will be a solution, for example, in online stores the best option would be “Buy” or “Order”, but, say, on wholesale sites, the wording “Get a price list” might be more appropriate.
More than 1 call to action per page
One of the basic rules for creating landing pages on websites is as follows: for one page – only one call to action. This approach helps to focus the attention of visitors precisely on the target action. But if there are more than 1 calls on the page, then visitors may doubt which of the actions suits them best, and in the end they may refuse the target action altogether. To solve the problem, visitors should be offered only 1 call to action on the page, but if there should be more calls, they should be placed at a considerable distance from each other.
Outdated information on the page
If the information on the landing page is out of date, this can lead to a significant reduction in the conversion of visitors to customers. Therefore, you need to monitor the relevance of the data on the page, if necessary, promptly making the required changes. It is especially important to pay attention to the countdown timer if it is used to “heat up” the interest in the offer: when the expiration date has expired, it is better to either “restart” it or remove it from the page.
A call to action out of sight of visitors
When designing landing page designs, they always try to place a call to action so that it is clearly visible to visitors. But in some cases, the call for some reason remains outside the first screen of the page (i.e., that part of the page that is visible to users immediately after downloading from the server and fits on the screen) and, accordingly, is not visible until visitors decide to use scrolling. Because of this, the number of potential conversions will decrease, therefore, in order to avoid a similar situation, you should definitely pay attention to the location of the call to action on the page.