How to Tell if Your Landing Page is Working
Landing pages take a delicate balance to drive conversions. Fortunately, there are some clear signs that can indicate something is off with your page so you can make adjustments before the issue continues.
Landing page experience is an important consideration for all online marketers because hiccups in this area could significantly impact search engine optimization results, making your site more difficult for someone who isn't already acquainted with your brand to find.
Google considers relevant content, easy navigation and providing information about your products before asking visitors for their information to be essential ranking criteria. Trust is an important part of the landing page experience.
However, experience can be a difficult concept to get a tangible hold on. In addition to A/B testing, here are some other indicators that a change is needed:
Low Conversion Rates
This is the first sign of a problem. Landing page conversion rates are calculated by page views divided by form completions. If a lot of people are visiting but leaving without filling out the form, there is most likely an issue somewhere on the page.
Low conversion rates can come from a number of issues, including design and uninteresting content. While landing page content has a longer shelf life than news-focused blog posts, pages can still fall out of date, and this will cause them to lose relevance.
Your Pages Are Text Heavy
This is a growing concern, as more consumers switch to Web browsing on mobile devices. Large chunks of text can negatively affect the landing page experience.
Images and a balance of white space are more visually appealing to visitors, and this layout typically renders better on a smartphone as well.
Especially if people arrive on your page from a search engine and this is their first experience with your brand, they may not have the patience to read a wall of text.
You're Generating Low-Quality Leads
Landing pages are one of the most valuable lead-generation tools you have in your arsenal.
As great as it would be to appeal to every consumer, most companies have a more specific target audience, and sales employees know they can't win over leads who just aren't a good fit.
If you only seem to be attracting low-quality, irrelevant leads, it may be time to make some changes.
How to Troubleshoot Your Landing Pages for Better Results
Some issues can be resolved by refining the copy on the page, according to Business 2 Community. The content should speak to what advantages leads will receive by filling out the form. It may also be beneficial to consult sales representatives to get a better understanding of the particular challenges qualified leads face.
The low conversion rates could stem from the wrong kind of offer on the landing page. While this may seem counterintuitive for user experience, adding a few more fields to the lead-capture form can ensure you spend less of your time sifting through unqualified prospects.
It's important to make sure your landing pages meet Google's standards or you can risk dropping down the rankings in your product category. Another reason to use less text is because your website could get penalized for making visitors dig around for what they need.
In addition, it's crucial to make contact information easy to find. This helps builds the trustworthiness of your website, which is a significant part of user experience. In any content, you need to be as clear and concise as possible while compelling viewers to take the next step.