{"id":19190,"date":"2017-09-21T08:04:07","date_gmt":"2017-09-21T12:04:07","guid":{"rendered":"http:\/\/resources.outgrow.co\/?p=19190"},"modified":"2024-04-02T23:13:03","modified_gmt":"2024-04-03T03:13:03","slug":"improve-landing-page-conversions","status":"publish","type":"post","link":"https:\/\/outgrow.co\/blog\/improve-landing-page-conversions","title":{"rendered":"Why your Landing Pages Get You No Conversions and What To Do About It"},"content":{"rendered":"\n<h1 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Your_Landing_Pages_Get_You_No_Conversions_and_What_To_Do_About_It\"><\/span><strong><span style=\"font-family: verdana, geneva, sans-serif;\">Why Your Landing Pages Get You No Conversions and What To Do About It<br><\/span><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h1><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_62 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69de9ee1e86cd\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69de9ee1e86cd\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/outgrow.co\/blog\/improve-landing-page-conversions\/#Why_Your_Landing_Pages_Get_You_No_Conversions_and_What_To_Do_About_It\" title=\"Why Your Landing Pages Get You No Conversions and What To Do About It \">Why Your Landing Pages Get You No Conversions and What To Do About It <\/a><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/outgrow.co\/blog\/improve-landing-page-conversions\/#1_Distracting_with_Too_Much_Information\" title=\"1. Distracting with Too Much Information\">1. Distracting with Too Much Information<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/outgrow.co\/blog\/improve-landing-page-conversions\/#2_No_Logical_Flow\" title=\"2. No Logical Flow\">2. No Logical Flow<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/outgrow.co\/blog\/improve-landing-page-conversions\/#3_Weak_Easy-to-Miss_or_Too_Many_CTAs\" title=\"3. Weak, Easy-to-Miss or Too Many CTAs\">3. Weak, Easy-to-Miss or Too Many CTAs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/outgrow.co\/blog\/improve-landing-page-conversions\/#4_Asking_for_Too_Much_Information\" title=\"4. Asking for Too Much Information\">4. Asking for Too Much Information<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/outgrow.co\/blog\/improve-landing-page-conversions\/#5_Talking_About_Yourself\" title=\"5. Talking About Yourself\">5. Talking About Yourself<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/outgrow.co\/blog\/improve-landing-page-conversions\/#6_Standard_Boring_Offers\" title=\"6. Standard, Boring Offers\">6. Standard, Boring Offers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/outgrow.co\/blog\/improve-landing-page-conversions\/#7_Underestimating_the_Power_of_Social_Proof\" title=\"7. Underestimating the Power of Social Proof\">7. Underestimating the Power of Social Proof<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/outgrow.co\/blog\/improve-landing-page-conversions\/#8_No_Contact_Information\" title=\"8. No Contact Information\">8. No Contact Information<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/outgrow.co\/blog\/improve-landing-page-conversions\/#9_Landing_Page_Takes_Too_Much_Time_to_Load\" title=\"9. Landing Page Takes Too Much Time to Load\">9. Landing Page Takes Too Much Time to Load<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/outgrow.co\/blog\/improve-landing-page-conversions\/#10_Ad_Copy_and_Landing_Page_Content_Mismatch\" title=\"10. Ad Copy and Landing Page Content Mismatch\">10. Ad Copy and Landing Page Content Mismatch<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/outgrow.co\/blog\/improve-landing-page-conversions\/#11_Not_Performing_Split_Tests\" title=\"11. Not Performing Split Tests\">11. Not Performing Split Tests<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">A high-converting landing page is a boon for any digital marketing campaign. Yet why is it that so many marketers fall short in cracking the code for a successful landing page? Don\u2019t they know that landing pages are one of the most critical elements of inbound marketing? Are the colors too bright? What about the font size? Could the headline have been more catchy? Was the CTA not prominent enough?<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Assuming you are here it is safe to say that you have tried creating a \u2018<a href=\"https:\/\/www.mailmunch.com\/landing-pages\/\" rel=\"nofollow\">perfect landing page<\/a>\u2019, but probably faltered somewhere. With this article, however, you can correct some common mistakes you\u2019ve been making. Together, we will analyze why some landing pages don\u2019t convert and how you can overcome these blind spots.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/app.outgrow.co\/signup\"><img decoding=\"async\" width=\"1024\" height=\"210\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2023\/04\/general-cta-6-1024x210.png\" alt=\"General CTA\" class=\"wp-image-46895\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2023\/04\/general-cta-6-1024x210.png 1024w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2023\/04\/general-cta-6-300x62.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2023\/04\/general-cta-6-768x158.png 768w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2023\/04\/general-cta-6.png 1198w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Distracting_with_Too_Much_Information\"><\/span><strong>1. Distracting with Too Much Information<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Multiple offers and CTAs get 266% fewer leads than single offer pages. Naturally, it makes no sense to clutter your landing page with irrelevant information. Rather go minimal so that the goal of <a href=\"https:\/\/outgrow.co\/increase-conversions\/\">increased conversion rate<\/a> is achieved. Adopt the 1-1-1 strategy: 1 value proposition, 1 clear message, and 1 CTA. It will make decision-making easier for the user. To understand this better let\u2019s take a look at Uber\u2019s landing page.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Uber_1920x1080-1024x576.png\" alt=\"Uber\" class=\"wp-image-19191\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Uber_1920x1080-1024x576.png 1024w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Uber_1920x1080-300x169.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Uber_1920x1080-768x432.png 768w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Uber_1920x1080.png 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">It has a <strong>short, catchy headline<\/strong> that <strong>highlights the campaign\u2019s value proposition<\/strong>: to get more drivers on board. We also see clever use of the word \u201cpartner\u201d as the drivers upon signing-up enters into a partnership with Uber. Moving forward, the <strong>sub-headline makes for a concise copy<\/strong>. It complements the headline and highlights the benefits of partnering with Uber. It emphasizes on \u2018earning great money\u2019, \u2018getting paid weekly\u2019, \u2018being your own boss\u2019 and a \u2018flexible schedule\u2019. Furthermore, there\u2019s only <strong>ONE&nbsp;CTA<\/strong> that will naturally keep the user on the page and <a href=\"https:\/\/outgrow.co\/blog\/conversion-rate-optimization-tools\">increase the chances of conversion<\/a>. Now, that\u2019s what being minimal means.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_No_Logical_Flow\"><\/span><strong>2. No Logical Flow<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Your <a href=\"https:\/\/porch.com\/advice\/helpful-guide-make-website-business-home-professionals\">landing page content<\/a> should have a logical flow, especially if it\u2019s a long one. Each element should be persuasive both as stand-alone and in relation to your value proposition. This will ensure your user is cognitively engaged, isn\u2019t confused and eventually converts from being a visitor to a subscriber. To achieve this:<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\"><strong>#1 <\/strong>Begin with an impactful headline followed by benefits either as sub-text or in bullet points. It\u2019s easier to skim through content that way.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\"><strong>#2 <\/strong>Add testimonials since it will add to your credibility.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\"><strong>#3 <\/strong>Make sure you have CTA above the fold and at the bottom of the page, above the footer.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\"><strong>#4 <\/strong>Demarcate various sections with design elements. It will be more impactful if each of it resonates with content in question.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">To understand what this better, let\u2019s take a look at <a href=\"https:\/\/www.shopify.in\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Shopify\u2019s landing page<\/a>.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"498\" height=\"2048\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Shopify.png\" alt=\"Improve landing page conversions\" class=\"wp-image-19194\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Shopify.png 498w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Shopify-73x300.png 73w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Shopify-249x1024.png 249w\" sizes=\"(max-width: 498px) 100vw, 498px\" \/><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Weak_Easy-to-Miss_or_Too_Many_CTAs\"><\/span><strong>3. Weak, Easy-to-Miss or Too Many CTAs<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Focus on having just ONE CTA and let it dominate other elements on the page.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Make a compelling CTA copy that triggers a click. Use first-person copy like \u201cSave my spot\u201d or \u201cCount me in\u201d. Stay away from overused words like \u201csubmit\u201d, \u201cbuy now\u201d, \u201cclick here\u201d or \u201cfind out\u201d. HubSpot tested landing page buttons that used \u201csubmit\u201d vs others like \u201cclick here\u201d, \u201cgo\u201d, download\u201d and \u201cregister\u201d. They found out that \u201csubmit\u201d resulted in only 20% <a href=\"https:\/\/outgrow.co\/blog\/conversion-rate-optimization-stats\">conversion<\/a> as compared to the rest. In any case, it is better to step-up your game, stop being lethargic and become more creative when writing button text. Let\u2019s see how Netflix creates a persuasive CTA copy.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"1024\" height=\"488\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Netflix-1024x488.png\" alt=\"Improve landing page conversions\" class=\"wp-image-19201\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Netflix-1024x488.png 1024w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Netflix-300x143.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Netflix-768x366.png 768w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Netflix.png 1338w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Netflix addresses a user\u2019s pain point i.e. \u201cwhat if I don\u2019t like it\u201d and conveys in the sub-headline that they can \u201ccancel anytime\u201d. They are under no \u2018obligation\u2019. And, then they place their CTA which naturally persuades them to give it a shot and \u2018join free for a month\u2019. Now, who would mind that?<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Use a color that makes your CTA stand out the way Trello does. The green stands out against the blue background. Think of the button\u2019s size too. It shouldn\u2019t be too small or too big that it takes attention away from the page content.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"1024\" height=\"417\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Trello-CTA-Contrast-1024x417.png\" alt=\"Improve landing page conversions\" class=\"wp-image-19203\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Trello-CTA-Contrast-1024x417.png 1024w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Trello-CTA-Contrast-300x122.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Trello-CTA-Contrast-768x313.png 768w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Trello-CTA-Contrast.png 1350w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\"> <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Think about the placement of the CTA as well. Have it in the first fold if the product or offer is simple. But, if there\u2019s a lot of information for the user then having it lower down the page makes sense.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"656\" height=\"494\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/CTA-Placement-on-landing-page.png\" alt=\"Improve landing page conversions\" class=\"wp-image-19209\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/CTA-Placement-on-landing-page.png 656w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/CTA-Placement-on-landing-page-300x226.png 300w\" sizes=\"(max-width: 656px) 100vw, 656px\" \/><\/figure><\/div>\n\n\n<p class=\"has-text-align-center\"><a href=\"https:\/\/blog.kissmetrics.com\/3-overlooked-elements\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Source<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_Asking_for_Too_Much_Information\"><\/span><strong>4. Asking for Too Much Information<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">A long lead form has low conversion because it makes users skeptic and also because it takes time and demands extra effort from the user. One of the best ways to overcome this hurdle is by reducing form fields and ask only what\u2019s absolutely necessary. <a href=\"http:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/6737\/Don-t-Submit-To-Landing-Page-Button-Text.aspx\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">HubSpot analyzed 40,000 landing page<\/a> and found out that <a href=\"https:\/\/outgrow.co\/blog\/conversion-rate-optimization\">conversion rates<\/a> improved by nearly half when the text fields were reduced from four to three.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"1010\" height=\"642\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/MailChimp-For-field.png\" alt=\"Improve landing page conversions\" class=\"wp-image-19206\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/MailChimp-For-field.png 1010w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/MailChimp-For-field-300x191.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/MailChimp-For-field-768x488.png 768w\" sizes=\"(max-width: 1010px) 100vw, 1010px\" \/><\/figure><\/div>\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">If fewer form fields don\u2019t help your cause then try to gather information through <a href=\"https:\/\/outgrow.co\/blog\/interactive-content-case-study-conversion-formula\/\">interactive content<\/a> like quizzes and calculators. VenturePact, a software development created one such calculator on the Outgrow platform. It has eight simple questions, the responses to which provide an insight into the user\u2019s pain points want and needs. The <a href=\"https:\/\/outgrow.co\/blog\/calculator-vs-landing-pages\/\">calculator works<\/a> in a way as if the user is having a conversation with a salesperson except the latter isn\u2019t there! Not surprising that VenturePact was able to <a href=\"https:\/\/outgrow.co\/blog\/landing-page-conversion-rate\">improve landing page conversions<\/a> and <a href=\"https:\/\/outgrow.co\/blog\/how-an-interactive-calculator-generated-11592-qualified-leads\/\">generate 11,592 leads within two weeks of its launch<\/a>!<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"1010\" height=\"531\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Venture-Pact-Calculator.png\" alt=\"Improve landing page conversions\" class=\"wp-image-19210\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Venture-Pact-Calculator.png 1010w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Venture-Pact-Calculator-300x158.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Venture-Pact-Calculator-768x404.png 768w\" sizes=\"(max-width: 1010px) 100vw, 1010px\" \/><\/figure><\/div>\n\n\n<blockquote class=\"wp-block-quote\">\n<p><strong><em>Pro Tip: <a href=\"https:\/\/app.outgrow.co\/signup\">Build a Similar Calculator for Your Business<\/a><\/em><\/strong><\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"5_Talking_About_Yourself\"><\/span><strong>5. Talking About Yourself<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">A landing page should focus on \u201cwhat is in it for the user\u201d and less about you. Think from a user\u2019s point of view and put innovative services and product features under the limelight. Tell them how your products fit their needs. This way you convey all that you do without making it look like an \u2018about us\u2019 page. One of the perfect examples is Campaign Monitor\u2019s landing page. The headline and the sub-headline keep benefits in focus. They stress upon the \u2018easy-to-use\u2019 <a href=\"https:\/\/outgrow.co\/blog\/macroscape-interactive-marketing-story\">functionality of the marketing software<\/a> and lead them on to \u2018try it for free\u2019 button. This demands an involuntary click from a user and helps to improve landing page conversions.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"1024\" height=\"468\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Campaign-Monitor-1024x468.png\" alt=\"Improve landing page conversions\" class=\"wp-image-19211\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Campaign-Monitor-1024x468.png 1024w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Campaign-Monitor-300x137.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Campaign-Monitor-768x351.png 768w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Campaign-Monitor.png 1298w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"6_Standard_Boring_Offers\"><\/span><strong>6. Standard, Boring Offers<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Most marketers take the predictable, easy route and offer <a href=\"https:\/\/outgrow.co\/blog\/generate-qualified-leads\">potential leads<\/a> what everyone else is offering i.e. eBooks and whitepapers. Quite obviously it doesn\u2019t convert as much as creative offers like quizzes and calculators do. <a href=\"https:\/\/www.theprofessionalwingman.com\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">The Professional Wingman<\/a> website\u2019s landing page, for example, has a quiz. Towards the end, the user lands on a lead form which asks them to submit their name and <a href=\"https:\/\/outgrow.co\/blog\/email-writing-techniques-boost-ctr\">email<\/a> address to access their relationship potential report. Surprisingly, the conversation doesn\u2019t end there.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"1008\" height=\"655\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/The-Professional-Wingman-Quiz.png\" alt=\"Improve landing page conversions\" class=\"wp-image-19212\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/The-Professional-Wingman-Quiz.png 1008w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/The-Professional-Wingman-Quiz-300x195.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/The-Professional-Wingman-Quiz-768x499.png 768w\" sizes=\"(max-width: 1008px) 100vw, 1008px\" \/><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"7_Underestimating_the_Power_of_Social_Proof\"><\/span><strong>7. Underestimating the Power of Social Proof<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Testimonials are trust signals. In fact, <a href=\"http:\/\/searchengineland.com\/88-consumers-trust-online-reviews-much-personal-recommendations-195803\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">88% of consumers trust online reviews<\/a> as much as personal recommendations. Seeing others trust you increase the likelihood of new users to trust you as well. That\u2019s the power of social proof. Subtle persuasion through testimonials will be enough to make people fill out the form and walk right into your sales funnel. Though, one of the things to keep in mind is that these testimonials shouldn\u2019t be clich\u00e9 like, \u201cThey were amazing and helpful\u201d. Use the ones which truly represent what your <a href=\"https:\/\/outgrow.co\/blog\/ecommerce-cro\">business<\/a> did for the testimonial provider. Here\u2019s an example of Vimeo\u2019s landing page.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"1010\" height=\"501\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Vimeo-Social-Proof-principle.png\" alt=\"Improve landing page conversions\" class=\"wp-image-19213\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Vimeo-Social-Proof-principle.png 1010w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Vimeo-Social-Proof-principle-300x149.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Vimeo-Social-Proof-principle-768x381.png 768w\" sizes=\"(max-width: 1010px) 100vw, 1010px\" \/><\/figure><\/div>\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Add badges, certifications, and seals. Include client logos like Zapier does.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"1010\" height=\"513\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Zapier-Client-badges.png\" alt=\"Improve landing page conversions\" class=\"wp-image-19214\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Zapier-Client-badges.png 1010w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Zapier-Client-badges-300x152.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Zapier-Client-badges-768x390.png 768w\" sizes=\"(max-width: 1010px) 100vw, 1010px\" \/><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"8_No_Contact_Information\"><\/span><strong>8. No Contact Information<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Some marketers think that a headline, sub-text, form fields are enough, after all, you can\u2019t risk cluttering the page, right? To an extent they are right too because they do their best to inject as much information as they can fit on a landing page, big or small. However, no matter how much you try, you will have some visitors with questions they need answers to. This is what makes it important to have contact info on the page, whether in form of physical address or a phone number or a chat or a contact form.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">DropBox gives users a chance to connect via a chat feature. It <a href=\"https:\/\/outgrow.co\/blog\/conversion-rate-optimization-tips\">improves the chances of converting<\/a> them to leads while they are still on your landing page.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"1004\" height=\"460\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/DropBox-Chat.png\" alt=\"Improve landing page conversions\" class=\"wp-image-19204\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/DropBox-Chat.png 1004w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/DropBox-Chat-300x137.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/DropBox-Chat-768x352.png 768w\" sizes=\"(max-width: 1004px) 100vw, 1004px\" \/><\/figure><\/div>\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Campaign Monitor gives two options: a chat feature and another that asks them to fill a contact form.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Campaign-Monitor-contact-feature-1024x512.png\" alt=\"Improve landing page conversions\" class=\"wp-image-19200\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Campaign-Monitor-contact-feature-1024x512.png 1024w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Campaign-Monitor-contact-feature-300x150.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Campaign-Monitor-contact-feature-768x384.png 768w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Campaign-Monitor-contact-feature.png 1306w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"9_Landing_Page_Takes_Too_Much_Time_to_Load\"><\/span><strong>9. Landing Page Takes Too Much Time to Load<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Your landing page\u2019s load time affects the <a href=\"https:\/\/outgrow.co\/blog\/conversion-rate-optimization-process\">conversion rate<\/a>. According to a Kissmetrics infographic, even a \u201c1-second delay in page response can result in a 7% reduction in conversions\u201d. In other words, if the <a href=\"https:\/\/outgrow.co\/blog\/improve-homepage-conversions\">page<\/a> is slow to load then the chances of people abandoning the page are more. So, in order to make users happier and improve landing page conversions, you must get rid of the clutter, right from text to images and everything else that is a pile-on. Do test the page load time across devices.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"402\" height=\"596\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Kissmetrics-page-load-infographic.png\" alt=\"Improve landing page conversions\" class=\"wp-image-19197\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Kissmetrics-page-load-infographic.png 402w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2017\/09\/Kissmetrics-page-load-infographic-202x300.png 202w\" sizes=\"(max-width: 402px) 100vw, 402px\" \/><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"10_Ad_Copy_and_Landing_Page_Content_Mismatch\"><\/span><strong>10. Ad Copy and Landing Page Content Mismatch<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Rand Fishkin, CEO of Moz calls the cohesion between ad source and landing page content, \u2018conversion scent\u2019. Unfortunately, many marketers overlook this correlation which often results in high bounce rates. One of the most obvious reasons for this is that users experience dissonance and don\u2019t see any connection between what your ad promises and what your landing page actually offers. One way to avoid users from feeling duped and improve landing page conversions is brainstorming to create a cohesive, convincing ad copy and landing page content. In the video below, Rand Fishkin explains with an example as to how you can achieve this cohesion:<\/span><\/p>\n\n\n\n<p class=\"has-text-align-center\"><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/LFmgnjZ5S2g?rel=0\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"11_Not_Performing_Split_Tests\"><\/span><strong>11. Not Performing Split Tests<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">As a marketer, you shouldn\u2019t be passive in your approach when you know there\u2019s always room for improvement. Do A\/B tests and make sure you set conversion goals to <a href=\"https:\/\/outgrow.co\/blog\/interactive-marketing-success-gpyp\">determine success<\/a>. According to HubSpot, companies with 40+ landing pages get 12 times more leads than those with five or less. So, make sure you\u2019re testing enough. Here\u2019s what you can do:<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\"><strong>#1<\/strong> Test minor changes like changing the button color or CTA text or hero image. Although they seem insignificant but often drastically <a href=\"https:\/\/outgrow.co\/blog\/conversion-rate-optimization-tips\">improve conversion rates<\/a>.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\"><strong>#2<\/strong> You can also create an entirely different version of the same landing page and test the performance of both or multiple versions against the original. Make sure you split traffic to original and versions of landing pages randomly.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\"><strong>#3<\/strong> Don\u2019t perform these tests for too short or too long a period.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\"><strong>#4<\/strong> Measure the impact at the bottom of the funnel. Your conversion rate may have bumped up, but did your sales increase too? Sometimes a landing page that gets you fewer leads produces more sales. So, do keep in mind all the metrics before finalizing on one landing page.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">We are sure that these strategies to improve landing page conversions will help you create a landing page that converts to your expectations. But it is equally important to remember that no one formula will work. Don\u2019t stop tweaking, testing, and experimenting to understand what\u2019s working for you.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Take this Assessment to Find Out if Your Landing Page is Performing as per Industry Standard<\/strong><\/h3>\n\n\n\n<div>\n<div id=\"59afa0a210225e942e84c08a\" class=\"op-interactive\" data-url=\"https:\/\/influencers.outgrow.us\/59afa0a210225e942e84c08a?sLead=1\" data-surl=\"https:\/\/goo.gl\/Vvji7N\" data-width=\"100%\">&nbsp;<\/div>\n<p><script src=\"\/\/dyv6f9ner1ir9.cloudfront.net\/assets\/js\/sloader.js\"><\/script><script>initIframe('59afa0a210225e942e84c08a');<\/script><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Why Your Landing Pages Get You No Conversions and What To Do About It A high-converting landing page is a boon for any digital marketing campaign. Yet why is it that so many marketers fall short in cracking the code for a successful landing page? Don\u2019t they know that landing pages are one of the&#8230;<\/p>\n","protected":false},"author":17,"featured_media":49018,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"footnotes":""},"categories":[267],"tags":[629,136,86,132,626],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Improve Landing Page Conversions and Gain Quality Leads | Outgrow<\/title>\n<meta name=\"description\" content=\"It is easy to improve landing page conversions if you avoid making some of the common mistakes most of the marketers are guilty of. Know what to avoid here!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/outgrow.co\/blog\/wp-json\/wp\/v2\/posts\/19190\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Improve Landing Page Conversions and Gain Quality Leads | Outgrow\" \/>\n<meta property=\"og:description\" content=\"It is easy to improve landing page conversions if you avoid making some of the common mistakes most of the marketers are guilty of. 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