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Why Your Landing Page Conversions Don't Increase When Traffic Increases

Designing your website, and getting it up and ready to be seen by potential customers is a super exciting experience – especially if you’re seeing lots of paid traffic coming in. But it can be quickly demotivating when those same users do not convert. Trust us, we know.

Converting online traffic into customers

Landing Pages Not Working?

As websites have the potential to make you a lot of money, it can seem magical when lots of users start clicking through your adverts to your custom-built landing pages – especially if you have spent countless hours planning, designing, writing and tweaking them. 

Suddenly, the world of digital marketing and advertising is alive with the possibility that paid traffic will deliver more sales and extra business that achieves a level of brand fame that will make you go viral. 

However, we know more than most how this dream can come crashing down and is often short-lived when hundreds of users rush to the site, but you see little, if any landing page conversions.

Perplexed why this is happening? You won’t be after diving deeper into this blog post. We’ll explain why huge jumps in landing page traffic do not always equal conversions and why you might be better off investing elsewhere. 

You're bidding on all the wrong keywords

When it comes to paid search, it’s easy to get your keywords wrong – we’ve even been there ourselves. Be careful of approaching keywords the wrong way.

How to fix it

An audit produced over 2,000 AdWords accounts and discovered that less than 6% of keywords all of the conversions. But think about it this way: if everyone spends money on the wrong keywords, you’ll have an advantage by selecting the right ones. Use keyword research tools like SEMrush to discover the popular search terms around your product or service and select ones with purchase intent. Make sure to select keywords that are relevant to your customer’s pain points.

Your content does not sell your brand properly

Landing pages should be like adverts. They must be catchy, relevant and aligned to your PPC campaign’s keywords and customer pain points.

Improve your sales copy

Use your eye – visit other websites, look at competitors and select the ones you would purchase from. Did you have to read pages, for example, to find the cost? Keep your content short, snappy and straight to the point. Customers can click around your site if they want to learn about you. Remember, they’ve clicked because they want a fast solution to their problem, not several paragraphs about you. Break content up in bullet points, and use eye-catching methods like £ signs – but don’t go overboard or be over salesy. Find a good balance.

You're killing the vibe

Keep your site neat and focused. Don’t have several items competing for your customer’s attention. The last thing you want to do is annoy them.

What you should remove

Remember, you’re a user of websites, too. What do you find annoying? What gets in the way? For example, pop-up ads and banners drive users wild. Not to mention, if you’re a website with items like an Enquiry Bot, Live Chat and WhatsApp in the bottom corners of the screen, which on a mobile leaves you with very little room to see or navigate through a site as easily. Take it back to the simple days; if a customer is interested, link within your landing page how to get in touch, whether that’s by calling, filling in a form or jumping through to Live Chat.

You're not fast enough

If you bounce off websites within the first ten seconds because it’s too slow, you can bet your customers will, too. Keep it fast and keep it responsive.

Speeding up your website

There’s little more frustrating to users than a slow or unresponsive website – especially on mobile devices. Finally, you’ve got their attention, but you’ve got to keep it by ensuring your elements load on a page. If you’ve only tested your landing page on a desktop, you’re making an error. It would be best if you viewed it everywhere and across all devices. You can speed up your site or webpage by optimising your image sizes, not serving formats like videos and gifs, and reducing the amount the page needs to load. 

The design isn't working

Your website visually represents you as a brand, business and company. It does not need to be extravagant, but it should be useable and presentable. 

Design tips
  • Make your website simple to navigate.
  • Test your website on other eyes (not yours). What makes sense to you might not be so obvious to others.
  • Incorporate trust factors like logos, reviews and badges.
  • Keep your website clean, slick and stylish.
  • Remember, less is always more.

The rest of your site is weak

Remember, your landing page is not the only page on your website. Don’t assume users will stay on that page – they might click around to assess if you’re the real deal.

Make your website the best

It’s very unlikely that a user will visit one page and enquire immediately – even if you’re an e-commerce site. The internet is a big, untrustworthy place, so it’s only normal for users to click around and browse. So, if you’ve spent all your time on a landing page and the rest of your site is weak, unfocused and a bit of a mess, then you can expect users to not select you over a competitor who has invested more widely across their website.

Contact Vanilla Circus

Get Real Help

Get in touch with us to take a look at your website and improve conversions more sustainably. We’ve done this before – we’ve failed and we’ve succeeded, so you can trust we know what works best.