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Top 5 Reasons Landing Pages Don’t Convert Visitors

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landingpages_largeWhen you’re running a pay-per-click campaign, every landing page hit affects your bottom line—it’s right there in the name. That means that your landing page has to be effective, because the visitors that don’t convert aren’t just missed opportunities—they’re losses.
All too often, landing pages suffer from hasty design, a lack of proper testing and other common mistakes. By taking your time from the get-go and building a better landing page, however, you can give your PPC ads the support they need to engage visitors and turn more clicks into conversions.

1. Information Overload

It’s tempting to load up your landing page with paragraph upon paragraph of content and splashy visuals. You’re used to having the breathing room of your website, and you don’t want any potential selling points to be left unsaid.

Landing pages, however, are one of those places where less is really more. Your visitors aren’t looking for encyclopedic volumes of information, and they definitely don’t have the time or the motivation to slog through hundreds of words selling a product or service.
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Instead of cramming as much information into your landing page as possible, focus on the points that matter most. Format them in short, easy-to-process highlights, like bullet points, and leave plenty of white space to make it more visually appealing and less daunting. This goes for the graphics, too—use minimalist, focused imagery rather than an abundance of cheesy starbursts, buttons and pictures.

2. Asking Too Much

Your landing page is your first date with the prospective customer—if you get too personal too quickly, you’ll send them running.

Naturally, your landing page should include some sort of form for gathering visitor information—whether you’re offering a download, a consultation or something else, you need to be able to reach out later to anyone who converts now. You’ll never get that chance, though, if you ask for too much at the outset.
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Request as little customer information as possible at the beginning—if a visitor converts, you can always gather more information later. Visitors may be reluctant to convert when a form asks for information like their phone number, home address or company name. Instead, keep it simple—as little as an email address can get your foot in the door, so play it cool and take it slow.

3. Bad Offers, Worse CTAs

Of course you think that whatever your landing page offers is a great deal—after all, you’re the one offering it. But what do your visitors think? If you aren’t converting, you may need to really put yourself in the average visitor’s shoes.

First, take a look at what you’re offering. Is it tangible and enticing, like an exclusive discount or an instant quote? Or is it a low-value information grab, like a “fill out this form and we’ll contact you later” page? Does it answer questions and shorten the sales cycle, or does it just add another step? Your call-to-action should offer something immediately valuable that will engage the visitor, not something they don’t necessarily need, or that leaves them hanging.

Next, improve the language or your CTA. Use simple, practical and active language that gives the visitor a sense of forward movement, not sales-speak or confusing direction. A compelling CTA makes conversion enticing with its simplicity—it tacitly promises an easy, no-nonsense solution to the visitor’s problem.
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4. Missing Qualifiers

You know that your business is legit and your offers are valuable, but what about the visitor who has never heard of you before? They need a little convincing, and if you can’t prove yourself, they may not think of you as particularly reliable.

Social proof is one way that businesses legitimize themselves on their landing pages—include a few inconspicuous buttons that lead to your profiles on Twitter and Facebook, for example.

Endorsements and testimonials also go a long way toward converting on your landing pages, as they give the visitor a snapshot of your value and demonstrate the faith that others put in your brand. When visitors see that you’ve worked with names they recognize, and that you have helped other customers just like them, they’re more willing to take your offer seriously.
Landing-Page-Testamonials=missing-qualifiers

5. Skipping the Testing Stage

You may think that your landing page is all done and optimized to perfection, but you can’t always predict how visitors will respond. Don’t leave anything up to chance, personal taste or even professional intuition—test it, and trust the numbers.

A/B testing allows you to launch multiple landing pages with subtle differences—they may use different color schemes, different CTAs or even different stock images. You can then see which ones are more successful than others, allowing you to refocus your strategy to better appeal to future visitors.
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When you allow scientific data to inform your landing page design, you can increase the likelihood of conversion—the time and effort it takes to design, test and perfect a landing page will pay for itself many times over throughout your PPC campaign.

Author

Guest Blogger Solomon Thimothy
Guest Blogger Solomon Thimothy
Solomon Thimothy is the founder and CEO of integrated marketing firm OneIMS and its online marketing division, ClickXPosure. From their joint headquarters in Chicago, he specializes in web design and development, SEO, PPC, and a wide range of digital and traditional marketing strategies. You can connect with Solomon on Twitter or .

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