15 reasons why your landing page is not selling

If the landing page works and converts well – everything is set up correctly. From there, you can only improve current metrics. If the goals are not met, it is necessary to figure out why this happened and correct existing mistakes. They can occur at various stages of the landing page.

A poorly configured site, unoptimized images, incorrectly defined target audience – all of this may seem trivial at first glance, but it affects the marketing position. 

In this article, we will discuss more global mistakes that are often seen on landing pages. If they are noticed in time, it is possible to avoid further problems and properly develop the site. We will focus on common mistakes in landing pages.

Low loading speed

No one likes slow websites (from a large marketplace to a single-page landing page selling one product). It has been proven that about 75% of visitors feel negative emotions if a page does not load within 5 seconds. This leads to potential customers leaving the page without waiting for it to load. Low speed also affects SEO and contextual advertising. If the site takes a long time to load, it negatively impacts metrics in search engines when calculating the cost per click. As a result, you have to pay more for clicks on the ad. This leads to the loss of potential customers and decreased revenue. You will be spending money on advertising, yet sales will still remain low. 

Uninformative first screen

The first screen of the landing page creates the first impression of the site. If the text and images do not convey the value proposition and do not engage the user, you may lose them. That is why the first seconds of interaction with the landing page are extremely important.

Missing descriptor

Often, landing pages completely lack a phrase that reflects the essence of the offer. This is about the descriptor. Its absence is not a critical mistake. However, the descriptor is important as it helps potential buyers orient themselves more quickly.

Unclear or absent USP

Upon entering the site, the client should immediately understand what they can get. 

The offer should answer three questions: 

• What and to whom is being offered on the site? 
• Why will I like this offer? 
• How is this offer more convenient / beneficial for me compared to similar ones? 

A correct USP increases the likelihood of purchase significantly. People do not like to spend a long time figuring out the description and reading carefully. They want to clearly understand what they will receive and what the benefit is.

Outdated benefits

The absence of benefits means a lack of motives for making a purchase. For example, the call to action lacks a specific benefit for the customer. If a visitor to the site does not find interesting information on the first page, they are unlikely to make a purchase.

Copywriting that doesn’t sell

Specific conclusions, facts, actions, and results always work better and more effectively than various generalizations. The main task that the landing page text must perform is to motivate the reader to take a specific action. The text for the Landing Page should “convert” the reader into a buyer.

To achieve this goal, it is necessary to adhere to the following copywriting principles when creating a landing page:

• working with one product – selling a specific product or service without attempting to sell an entire price list;
• maximum informativeness – the blocks of the landing page should contain answers to all questions from website visitors, and there should be nothing distracting;
• short formulations – simple sentences, clearly expressed thoughts without unclear phrases and artistic techniques;
• persuasiveness – the text should describe the advantages of the product and sell the benefits;
• clear structure and logical presentation.

Poor target audience analysis. Lack of segmentation

Segmenting the target audience is extremely important. It helps to better understand customer needs, refine the product or service, and adapt the product to the needs of buyers. The target audience always differs. Therefore, buyers have different motivations, selection processes, and needs. If the audience is divided into segments, more personalized offers and advertising can be made.

Mismatch between the ad and the landing page

Interaction with a potential buyer begins even before they visit the site. By entering a search query, each user forms assumptions about what benefits they will receive. If the content of the landing page does not match their expectations, the user will leave the page. This will affect conversion rates.