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How To Fix Your Landing Page Conversion Mistakes

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How To Fix Your Landing Page Conversion Mistakes

You notice traffic picking up on your landing page. You eagerly wait for the weekly report to see a corresponding increase in conversions.

It arrives, and you discover the conversion rate dropped.

Why didn’t more traffic lead to more conversions?

Many reasons exist, but to identify the one(s) relevant to your page, take a step back and analyze the root cause.

Conversion rates drop as landing page traffic picks up? It’s time to investigate, says @Lakshmi_writes via @CMIContent. Click To Tweet

Here are five of the most common pitfalls to consider and some ideas on how to rectify them:

1. People visiting your website aren’t your target customers

Think about it. Some people are visiting your landing page, but they don’t convert because they aren’t looking for what you offer.

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To get to the bottom of this possibility, check the source(s) that leads your visitors to the landing page. One of two problems likely exists.

Search engines

If much of your traffic comes from search engine results, your page’s content, especially its keywords and key phrases, could be the top suspect.

Google and other search engines like categorize and rank your content differently than how you intended. Let me break it down with this example:

Let’s assume you create a landing page designed to convert visitors interested in your air conditioner maintenance services. The target keyword is “air conditioner maintenance.” You include product names and key phrases mentioning buying options.

When the search engines crawl the page, they interpret it as a page selling air conditioners. People who click on the ranking result intend to buy air conditioners. Instead, they find content about how to maintain them after they buy.

Now you can see why the visitors who land on the page don’t convert.

If search engines interpret your #content with an intent different than yours, search-directed visitors likely won’t convert, says @Lakshmi_writes via @CMIContent. Click To Tweet

How can you check to see if that’s the problem? Find out the keywords for which your site’s pages are ranking. The keyword analysis will identify your top-ranking keywords. Do they match your content and business intentions?

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This process is especially helpful for businesses that serve customers in their region. You need people from the location where you sell to visit your website. You don’t care about the same type of audience from other locations. In this case, you need the keywords relevant to your location.

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Online ads

You want people to click on your ad. In doing so, you may go overboard with promises you can’t fulfill.

Let’s assume your brand sells food to a diet-focused audience. The ad includes the text: “Guilt-Free Snacking – We Mean It!” The health-conscious prospect is excited and clicks the ad. After landing on the page, it would just take a few seconds to figure out the “guilt-free” snack contains significant calories. Not only does the calorie count induce guilt, it induces the visitor to leave the landing page without converting.

Though an enticing promise in an ad can lead to a spike in your landing page traffic, it will not yield high conversions, and worse, it could make visitors distrust your brand long into the future.

Keep your ads honest and straightforward. It’s OK to add some garnishes and sugary words if you want, but never cross the line and add details to mislead people.

2. Your content doesn’t hook visitors

The headline and opening line matter a lot since it’s usually the first thing people read when they land on your page. It needs to hook visitors and keep them interested. Advertising legend David Ogilvy says it all in this quote:

On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent 80 cents out of your dollar.

His thinking is reinforced by a stat from Copyblogger: On average, eight out of 10 people will read headline copy. Only two out of 10 will read the rest.

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You need that headline to be compelling, magnetic, and tempting enough for your audience to read further.

To convert landing page traffic, first write a compelling, magnetic, and tempting headline, says @Lakshmi_writes via @CMIContent. Click To Tweet

Of course, you also can’t neglect the impact of the rest of the content, as it all contributes to the likelihood of a visitor converting.

Just think about what you generally do when landing on a website. You read the headline and you’re intrigued. You read more of the content. However, you probably don’t read every word from top to bottom. You read the first few lines, scroll down, read the headings, go to the last section, and may scroll back up again. If it doesn’t relate closely to what you want to know, you leave unconverted. It’s as simple as that.

People typically don’t read websites; they scan them. Here are a few tips to keep your scanning visitors hooked:

  • Make every single heading matter.
  • Use an easy-to-read font size.
  • Use a combination of header tags, italics, and font colors to differentiate the content and bring attention to specific points.
  • Keep the tone casual and conversational. Make the audience feel as if you are talking directly to them.
  • Identify pain points the visitors likely are experiencing.
  • Highlight a few ways your brand aims to solve them and include testimonials.

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3. The design doesn’t do justice to the content

Yes, content is important. But the website design is at least if not more important. A bad user experience could harm your conversion funnel even when your content is perfectly on target.

Go back to your web designer with information so they can work to design a more attractive and useful page. Give them links to customer profiles, previous successful converting landing pages, etc. Then, they can work with the page’s content creator to better design a page that functions well for visitors.

TIP: Create two or more landing pages to test CTA positions, color schemes, etc., to see what converts the best.

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HANDPICKED RELATED CONTENT: 3 Graphic Design Tips for Non-Designers

4. Your landing page takes a long time to load

You could have the most relevant content in the best-designed package, and sometimes visitors leave without seeing the whole page. No one has the patience to wait for 10 seconds for the page to load.

A long loading time also can contribute to poor search engine rankings. (Go to Google Analytics and check out your site speed to see the current speed and loading time.)

If it’s more than three seconds, reduce the size of images and videos to increase the pace. You can find other options to save time in this Moz article about increasing page speed.

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5. Pop-ups get in the way

Irritating your visitors with pop-ups they don’t want to see is a sure way to drive them away. You frustrate them more when those pop-ups have tiny close buttons that are impossible to find. Visitors click on the corners, on the outside of pop-ups, and wherever they can to close it. When nothing works, they simply leave.

Let’s be honest. As much as people hate pop-ups, you still might benefit from them. The best solution is to create pop-ups that are less likely to annoy visitors. Create them in a medium-size with crisp and attention-worthy content and an easily visible close button.

Don’t bombard visitors with 10 pop-ups. Use no more than three at the most. If you think you need more, rotate the pop-up promotions or send them on a time-appropriate basis.

Stick your landing page conversions

When you get good traffic on a landing page but the visitors don’t convert, it’s time to investigate. Explore the root cause – likely related to your content, design, or user experience – and fix it immediately. Then, you can see your conversions rise higher in proportion to the landing page traffic.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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MARKETING

How clean, organized and actionable is your data?

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90% of marketers say their CDP doesn't meet current business needs

A customer data platform (CDP) centralizes an organization’s customer data, providing a single 360-view of each consumer that engages with the company. Yet there are still data-related considerations that organizations have to make beyond what the CDP does.

“[CDPs] were designed to fill a need – to enable a marketer to easily get to the data they need to create their segmentation and then go on and mark it from that point,” said George Corugedo, CTO of data management company Redpoint Global, at The MarTech Conference. “But the issue is that CDPs really don’t take care of the quality aspects of the data.”

Maintaining data quality also impacts segmentation, campaigns and privacy compliance challenges for marketing teams that use this data.

Data quality

The data in a CDP depends on the quality of where it came from. Therefore, an organization using a CDP must also consider the quality of the data sources and reference files used to build out the CDP.

“The inevitable question is going to be, how good is this data?” said Corugedo. “How much can I trust it to make a bold decision?”

This is something that has to be on every organization’s radar. For instance, when identity resolution is used, the issue depends on the quality of the third-party reference files. If they are provided by a telecommunications company or credit bureau as the data partner, those files might only be updated quarterly.

“It’s just not an optimal solution, but every single CDP on the market uses some form of reference file,” Corugedo stated.

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It’s up to the data scientists and other team members working within the organization to own the accuracy of these data sources.

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Read next: What is a CDP?

Segmentation and other actions

The quality of the data using specific reference files and sources will vary and will impact the confidence that marketers have in creating segments and using them when deploying campaigns.

Marketers have to make this decision at a granular level, based on the trustworthiness of data from a particular lineage.

“If they have a campaign that is reliant on suspect data, they can actually delay that campaign and say maybe we wait until that data gets refreshed,” said Corugedo.

Otherwise, marketers are just “spraying and praying.”

Using rules instead of lists

The advantage of having a CDP is unification of all data. But the data is being updated all the time. Instead of deploying campaigns based on a fixed list of customers, the use of rules to define segments allows marketers to update who they engage in the campaign.

“A list, as soon as it’s detached from the database, starts to decay because it doesn’t get any updates anymore,” Corugedo, adding that using lists takes longer to execute a campaign.

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Lower quality from data that isn’t updated can have serious implications for healthcare and other industries, where accuracy is essential. 

“Instead, rules are passed through the campaign just like they would be with a list, but those rules reevaluate every time there’s a decision point to make sure that only the qualified people get the particular content at that point,” Corugedo explained.


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Privacy and regulatory compliance

Maintaining data quality through a Redpoint Global dashboard, or a similar combination of tools and data personnel, will also help an organization manage privacy.

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The crucial point is that people on the team know where the data came from and how it’s being used in campaigns. The stakes for sending out relevant messaging are high. Privacy and compliance issues raise the bar even higher.

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If you’re using a CDP, you can save headaches and extra labor by using a tool that has compliance and privacy baked in, so to speak.

“What we’ve done is embrace some of this complexity and absorb it into the environment, so the marketer never even sees it,” said Corugedo. “What we do is with every implementation, we will implement a PII vault that keeps PII data super secure, and we can anonymize the marketing database.”

This way, personal information of individual customers (PII) is never violated.

“Marketers ultimately don’t necessarily need to have visibility to PII,” Corugedo explained “They like to see it for testing purposes and making sure that it looks right and everything, but the truth is we can do that in other ways without revealing PII.”

Having a handle on data quality adds to the confidence marketing teams have in creating segments and executing campaigns, and it can also help protect the customer’s privacy and guard against regulatory infringements.

Facts not fiction: Beyond the CDP from Third Door Media on Vimeo.

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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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