2 of the Most Common Landing Page Issues (and Solutions!)
In the past we’ve talked about the 3 essential elements you need for landing pages that convert. So, you’ve built your landing page and have a clear purpose, alluring offer, and a clear call to action. You’re ready for the leads to start rolling in.
But nothing happens. What’s going on? Read on to find out some of the most common landing page issues we come across.
Landing Page Issue #1: No Traffic
There are few things more frustrating than creating a landing-page only to see it’s gotten 3 views in 3 weeks. In general, if you’re seeing little to no traffic for your landing page, take a look at what channels are currently sending traffic and try to improve on that—either by improving poor performing channels or by pouring more fuel on the fire of successful channels. This could involve:
Working on your SEO.
Make sure your landing pages are related to topics that people are actually searching for. Don’t know what people are searching for? Try using Google AdWords Keyword Planner to estimate traffic for keywords. Use the best performing keywords to describe the offer on your landing page. If your topic, top-performing keywords, and offers aren’t aligning, it might be time to reevaluate what you’re offering.
A/B Testing Your CTAs.
In our experience, low traffic rates can be a result of something as simple as a poorly designed CTA. If your CTA color is similar to your background color, it may be a good idea to test a color that sticks out a bit more to catch the reader’s eye.
When it comes to writing copy for CTAs, we often have clients who want creative copy that sounds sexy. The fact of the matter is that creative copy isn’t always the most effective copy when it comes to driving traffic. Sometimes a CTA that simply says “Download our free eBook” can be the most effective way to get visitors to your landing page.
Increasing your content promotion.
Having an awesome, well-designed landing page doesn’t really matter if no one sees it. Make sure you’re actively promoting your content across the web. Posting it to social media and writing an article are sure-fire ways to drive traffic to your landing page.
Landing Page Issue #2: Low Conversion Rate
Maybe you’re able to drive traffic to your landing page, but no one is actually filling out your form. Talk about annoying. There are a couple simple things to try:
Consider your form length.
If you have a really long form requesting personal information about people, there’s a good chance that you’re deterring visitors from converting. Try to limit your form to the minimum number of fields necessary to get the information that you need. It makes sense to request less information for a top-of-the-funnel offer, like downloading an eBook, than it does for a bottom-of-the-funnel offer, like requesting a consultation.
Form length isn’t an exact science. If you shorten your form length but find that you’re getting more junk/irrelevant submissions, it may be worth it to ask for more information so that the leads you are getting are more qualified.
Take another look at your copy.
Is what you’re offering the same as what you mentioned in your CTA? People find it frustrating when they click on a CTA expecting one thing, and get to a landing page that offers another. Make sure that your landing page truly conveys the value of the offer. Tell them exactly what the offer is and how it will benefit them. If you’re offering a free 30 minute consultation, breakdown what it includes.
When it comes to addressing issues with landing pages, this is only the tip of the iceberg. However, these are two of the most common issues that we see in our day-to-day. Keep in mind there isn’t necessarily one correct way to fix a problem with landing pages—you’ll have to continue to test and tweak to see what works best for you and your company.
April 18, 2014