So, you’ve created your business, ensured that you have well-optimized content on your website, and done everything you can to streamline your webpage design. The website runs smoothly on all platforms, and it’s generating plenty of traffic. Why aren’t you seeing much more sales than you were before you optimized your site? The increased traffic helped, but it didn’t boost your numbers the way you were expecting. What gives? The answer lies in your conversion rate.
Conversion rate, in any sales or marketing position, refers to the number of people who decide to register, sign on, opt-in, or purchase a product after visiting your location, whether that’s a website or a storefront. Why is your conversion rate lagging behind when everything else succeeds?
It might be your landing page. Unsure why your landing page isn’t converting as it should? Let’s look at some common reasons why.
Why is My Landing Page Not Converting?
The simple answer to this question is that the customers weren’t convinced to convert by its contents. The more complex answer will require breaking down the most common failures of landing page design. Most issues with conversion rate happen due to one of three things: failure of design, failure to be relevant, and failure to build trust.
Failure of Design
This one seems simplest to fix on the surface, but it’s more complicated than you might think. Thankfully, the latest trends in web design go hand in hand with what you need to do most for your landing page: simplify.
Where a homepage should give visitors to your website a top-down slice of the site as a whole, the landing page’s sole purpose is to drive customer conversion. As such, it needs to be laser-focused on a specific thing you want to advertise on your site. Here’s how you can do that from a design standpoint.
Cut Visual Clutter
If you’re keeping abreast of current web design trends, your UI should be sleek and absent of visual clutter, to begin with. However, this is especially important on your landing page.
Keep your visuals to a single, relevant picture or video. Use easily-read fonts in eye-pleasing colors. Make sure your CTA button is well-located and highly visible in a color that pops, but still flows with the rest of the page.
Keep Their Attention
Where most landing pages fail is in visually keeping their potential clientele’s attention. Since you’re paring the visuals down to a single picture or video, you need to ensure that it’s both fitting and engaging. Nothing drags conversion rates down like sloppy visual ad copy!
Make It Flow
Since a landing page’s sole purpose is to convert, all visuals and text on the page should flow to the CTA. No distractions, no exceptions, no muss, no fuss. Make sure you draw the user’s eye to your CTA, and you’re golden.
Failure to Be Relevant
You can have the most well-designed landing page in the world, but you won’t see a higher conversion rate if you fail to be relevant to the client’s needs. Most of the ways you can fix this come down to basic sales skills, but not everyone’s a sales expert, so let’s break it down.
Address Pain and Pleasure Points
Clients love seeing how a product or service can improve their lives. They love it even more seeing how it can alleviate their suffering. Research your customer base and market well, and make sure you’re addressing the most common pain point that brings them to your site.
These folks aren’t up late at night, Googling a solution to their problem for nothing. If you address their concerns appropriately, they will convert.
Don’t Get Too Technical
Have you ever gone to purchase something from a store and had your salesman go off on a ramble about all the jargon and features something has, without explaining it to you? Unless they worked some impressive sales magic after that, you likely didn’t buy from them.
Customers want to hear benefits, not get bogged down in features. While classic sales models might argue for a Feature->Benefit line of speech, in the digital world, the reverse is preferable. Show benefits first, then explain how it works.
Failure to Build Trust
In a market as flooded as the internet, building clients’ trust in your brand is crucial, especially with the market trending towards honesty, altruism, and authenticity. Why should visitors to your landing page trust you over the hundreds of other sites offering similar goods and services? Fortunately, you can build trust in these simple ways:
- Make your contact information easy to find on the landing page
- Use photos of your own team and product, not stock photos
- Use social media shares and other stats to build interest
- If your business is accredited or well-reviewed by governmental organizations, display that
- Offer content that is informational, free, and valuable
If you follow the above steps, you’ll build customer trust, which will help your conversion rate optimization.
Better Landing Page Better Conversion Rate
Digital marketing can be as simple as this: a better landing page means a higher conversion rate. Increasing conversion rates mean more sales for you. More sales mean more profits, which means you become a bigger, better business.
Growing your business grows your customer base and client trust, which also grows your conversion rate. Digital growth sustains itself, so long as you keep your content up to date, relevant, and well-designed.
Do you need help revamping your website to keep up with modern trends? Have you been inspired to update your branding by shifts in the market? Browse our solutions, and reach out to us today! Bliss Branding is here to help you find your business bliss.