Whether the purpose of your landing page is for lead generation or for e-commerce, low conversion rates mean less $$ so it is one of the most crucial aspects of your business to get right.
There are several reasons why your landing page conversions are low.
*Your headline isn’t catchy enough
Most of the time people spend a few seconds and skim through the Content. This means you have to catch your visitors attention and this can only be done with short and straightforward messages that clearly convey your message. The visitor should be able to understand what your landing page offers at a glance. What is your landing page’s incentive and what do I need to do to get it?
*The Call To Action (CTA) is lost in a sea of information or is too confusing
This is often times a pain point even for established businesses. The rule of thumb is if you step back and squint to look at your page from afar the CTA should still jump at you. If it doesn’t then it needs to be improved.
*You are sending your visitor to your homepage instead of a landing page created specifically for that ad
People are lazy. If they have to dig through your company’s homepage among many other products and messages to get what they want, chances are they won’t. Make sure you have a separate landing page for each ad. The more the number of landing pages the higher your conversion rates.
*You are asking for too much information
Again people are lazy and they don’t like giving out too much information about themselves. Ask for the bare minimum and you will avoid scaring your visitors away.
*Your visuals are not helping your message
People would rather look at pictures than read. If you are selling a product the visual should have a picture if that product. If you are selling services your visual should show the value gained from your services.
*You are banking on one version of the message
Make sure you put alternatives in front of your visitors to get a feel for what they like/dislike. A/B testing allows for many alternatives of your message to be tested. Make sure you repeat the test more than once and in different times of the day etc. .
*Your format and colors are too distracting and send the wrong message to the visitor
Make sure your landing page’s design is clean and simple and the format has a flow to to that guides the eye to the CTA. This sounds like a no brainer but most of the time people walk away because of simple reasons like the colors look “too scammy” or the buttons are not visible enough or there is too much distraction and they simply don’t know where to look at.
*And last but not least would you yourself fill out the form or buy the product?
This is commonsense but if you would not want to fill out the form or buy the product, why should your visitor?
Reference: https://marketingland.com/9-step-guide-increase-landing-page-conversion-rate-202814 and