Why Your Landing Page Is Losing You Customers

January 17, 2012 at 2:34 pm | Posted in Uncategorized | 6 Comments
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It’s estimated that 30 percent of visitors who land on any given site bounce off within mere seconds. No matter how many visitors your website is attracting, that’s a significant number of lost leads. So, what is it exactly about landing pages that turn potential customers off?

www.relevantor.com

  • Too Many Words

Yes, content is king. Any web marketer worth his salt knows that, but too much content or a lack of diversity in content can lead to increased bounce rates. Busy people overloaded with information from a variety of different sources (i.e. pretty much everybody) won’t take the time to read every word on your landing page. In fact, you’ll be lucky if they get past the first sentence and take the time to scan the page. Translation—focus on quality of online content rather than quantity, and make it easy to read and scan. Leave plenty of white space and consider adding bullet points rather than lengthy paragraphs.

And remember that words are only one type of web content. Ask yourself whether an interesting video or slideshow would be more a more effective way of engaging your visitors and encouraging them to hang around long enough to see what you have to offer.

  • Misplaced Buttons

Every website owner wants his visitors to convert, so why do so many websites make it difficult for visitors to do just that? Step back from your landing page and ask yourself whether or not the customer knows what to do next. If the answer is no, then it’s time to re-strategize. Call-to-action buttons should be easily recognizable and placed high on the page.

  • Irrelevant Information

One of the most common reasons visitors bounce off of a landing page is because they can’t find what they’re looking for quick enough. Think of your landing page as your chance to make a good first impression because that’s exactly what it is. Presenting relevant content to each of your online visitors (yes, it’s possible!) sends the message that you care about your customers and value their time. If the content a visitor is searching for is clicks and clicks away, then it’s pretty much useless because your potential customer will likely bounce before they ever have a chance to view it. Greet them with the content they’re seeking right on your home page, and you’ll see your conversions soar.

Do you have other suggestions as to how to increase the effectiveness of landing pages? If so, leave them in the comment section below.

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  1. […] over 35%) should be a clear indication that something is amiss with your website. Now assuming your buttons are properly placed on your landing page and you’re not smothering your visitors with content (i.e. pages full of wordy, overly technical, […]

  2. […] As we all know, there’s nothing more likely to make a weary-eyed web surfer turn and run than a text-heavy page, so be sure that you’re providing some different options for visitors who want to consume your […]

  3. […] fancy and compel them to engage with your content and even share it with their friends rather than bouncing off of your page. No matter how serious your niche or professional your clientele, your audience is still human, and […]

  4. […] your audience—your visitors. Give them what they’re looking for when they want it (that is, as soon as they land on your site) and they will reward you with a site-saving […]

  5. […] the visitor found the call-to-action compelling whereas bounces may indicate a certain degree of apathy toward your messaging. There is even eye-tracking software available now that can allow you to perform studies to […]

  6. […] Why fix something that’s not broken, right? If you don’t want a greater return on your web marketing investment, then keep doing what you’ve always done. There are plenty of competitors out there who will take care of the visitors who bounce off your one-size-fits-all landing pages. […]


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