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Why Your Landing Page Isn’t Converting
5 observations from reviewing landing pages
A few weeks ago, I spent my evening giving away landing page feedback to strangers on Twitter:
I looked back at my recommendations and noticed a few common problems. When I do this, I try to share simple fixes that will give the page a quick conversion rate improvement.
Here are the 5 things you improve on your landing pages:
Weak first impression
You have 5 seconds to make your first impression.
After they click on your landing page, people will decide to leave or stick around to learn more.
The first impression you create depends on the quality of the first two sections of your landing page.
The above the fold section and what’s under it. The above the fold is what people see before they start scrolling. This is the most important part of your page, but most people will scroll down a bit before leaving.
The landing pages that created a weak first impression were confusing.
I had to play detective to figure out what the product or service was and who it was designed for. I put in more effort because I was trying to give them feedback. If regular people don’t understand what you’re selling, they’re not going to put in much effort.
What you’re offering needs to be obvious to the people on your page.
Confusion is common because you’re an expert on the topic and have spent hours looking at your page. You have no idea what it’s like to view your landing page for the very first time.
Your goal is to get people to think:
- This is relevant
- This is valuable
- This is interesting
- This is trustworthy
The easiest way to do that is to ask real people for feedback. Let them look at your page and then ask them what your product or service does. They should be able to explain it to you.
