If the page that you are directing traffic to doesn’t convert, even the best ad campaign can still be considered a failure.

Landing pages are created to encourage users to sign-up, click and subscribe or buy! It can be frustrating for both you and your audience if you spend too much money and still wonder.

“Why is my landing site not converting?”

We compiled this list of 11 common problems with landing pages that can hurt conversion rates.

Continue reading if your goal is to make your landing pages a success.

Problem #1 – The Landing Page is a Home Page

Visualize your landing page. Perhaps it is beautiful and has intuitive navigation. It might tell visitors what they need about your product or services.

What if it isn’t a landing page?

Take a moment to be with me

Many businesses include homepage-like elements in their landing pages.

You don’t have to worry about this.

What is dumb? It’s not hard to remember the main differences between a landing page and a home page.

Solution: Understand how landing pages and homepages differ

Anybody who has tried 2-in-1 shampoo+conditioner will tell you that it is a terrible way to do the same thing twice.

A landing page and a home page can be combined. It’s less hybrid sports car and more Frankenstein’s monster.

This is because, even though both assets are available online, their purpose and design differ.

A homepage is an online storefront that opens up to your website.

If you want to achieve a specific goal, a landing page is necessary. If you’re trying to achieve a specific goal, landing pages are often more effective at generating leads than home pages.

These are the three main differences between a homepage and a landing page.

• Navigation. Landing pages have no navigation — Homepages do.

Your CTA is the focus of landing page visitors. Do not distract them by pointing to other pages.

• Traffic Ads bring you page traffic — But, there are many other sources of traffic.

At a business conference, you meet your ideal client. You decide to send them to your most senior sales executive or the office intern. (Hint, your landing page is the sales executive.)

Send those clicks to your landing pages when you’re advertising. You are more likely to convert.

• Goal. Landing Pages have one goal: Homepages promote web browsing.

Your homepage should accomplish three things: communicate your brand, build trust, and encourage engagement. It is the digital face of your business.

Landing pages are the best for conversions.

Landing pages promote one offer, not the entire business.

This focus on one thing increases conversion rates and ensures a higher return on ad investment (ROAS).

The next time you are curious about the importance of these differences,

Imagine the conversion rate at 4% for this ClickFunnel homepage…

Comparable to their landing page’s 30% conversion rate:

Problem #2 – The Landing Page Sends Mixed Signals       

Your landing page is now perfected and looks amazing!

Have you ever thought about the source of your landing page traffic?

It is important to create a consistent thread between your ads, landing pages, thank-you pages, and traffic source.

It is essential because, without it, even the ‘perfect’ landing pages feel untrustworthy, unfamiliar, or irrelevant to users.

Users will abandon your landing page immediately and convert without delay.

Solution: Get message matching

You will achieve a message match when your design, messaging, tone, and tone are consistent across landing pages and ads.

You should make changes to improve message matching.

What are some ways to create consistent user experiences across your conversion funnels?

You can start by checking:

• Ad + Landing page Copy

The same language should be used in your ad title, description, call-to-action button, and landing page.

This display ad from Lucidchart and its landing page does a fantastic job of creating message matches in the copy.

Clicking on the display ad page will immediately let users know the product’s name from the headline (organizational charts maker).

The landing page could be improved by making the offer in the ad, a free 7-day trial, more explicit at the top.

They will get points for including the word ‘free’ in their Sign upCTA (copied from the ad).

You will still need to include this information on your page. This contextualization reinforces your offer and drives home why people want to support you in reaching your campaign goal.

• Images

This conversion path, however, doesn’t distract shoppers from shopping.

They were just too intrigued by your ad image to scroll on their own. Users will find your page easily!

Consider these suggestions when you next advertise using an image-heavy format.

• Traffic is sent from product-specific ads to product-specific web pages.

• Double-check all ads creative to ensure they are relevant to a campaign, especially multi-image files!

• Do not duplicate images or use the same emotion on landing pages and ads.
• Impression (The Feeling) )

What is more powerful than matching ad text and images to landing pages?

These elements can be synchronized to create a positive impression or feel for website visitors. It’s almost like meeting people.

This is what you should think about:

Users make assumptions when they click on an ad and see what they will see on your site.

They envision how they will feel, what they’ll get, who they’ll be able to reach, and what the website will mean.

Users are primed to answer the simple question: “Is this the right site for me?”

The best part? The best part?

Is your landing page not converting? Perhaps you should make a good first impression…

Sometimes, a campaign should be centered around one theme to make a lasting impression. The campaign should appeal to a high-value target audience like Byte here.

The landing page mirrors headlines, graphics, and icons in the ad. This theme is targeted at a particular audience.

Importantly, align your ad with the landing page’s expectations.

Design is worth the investment. Make sure the design is in line with the values and preferences of your target audience.

We are now at…

Problem #3 – The Landing Page Does Not Listen to Your Brand Voice

Have you ever heard the expression “Jekyll and Hyde”?

This quote is from a 19th-century story about a man who was possessed by his evil alter-ego. The fear of the unpredictable continues to haunt us hundreds of years later.

Landing page users share the same fear. If the tone of a landing page is not consistent with the brand, they will click away.

This kind of inconsistency can give off major scammy vibes. Kobe Digital home page vs. (spoof job page)

The Nielsen Norman Group found that consistency builds credibility and trust. It is crucial to omnichannel success.

When:

• Companies without a design department can purchase downloadable templates from landing-page databases

• Agency bulk-produces landing page templates without any market research or input from company stakeholders

• Marketers don’t have enough time or the design skills to create customized landing pages for a new campaign.

Users expect the same visual design, tone, and branding regardless of their interaction with you.

Solution: Redesign with your brand in mind

No matter how small your online audience may be, it is likely that they are there. You communicate with this audience frequently via your website, social media accounts, emails, ads, and/or advertisements.

All you need to do is make sure the marketing materials that are not off-brand match your brand. A consistent voice increases brand awareness and trust among users.

Problem #4 – The Landing Page Shows Users “The Door”

Imagine that you have just spent several days creating your largest seasonal ad campaign on paid search and social media. You are confident in the campaign’s success. Look at that incredible click-through rate!

Wait, what’s the point of conversions being so low and CPA so high??

A click map test is set up on your landing page. Users start clicking links outside of your offer before they interact with it.

You’re not the only one. This graph shows that conversion rates for lead-generation landing pages is decreasing as more links are added.

It’s not difficult to distract users away from your conversion goal or specific message.

You have worked hard to get people to your landing page.

It is time to stop showing landing page traffic at the exit sign.

Instead, you should follow the cardinal rule of a 1:1 Attention Ratio.

Solution: Use the 1:1 attention ratio

Oli Gardner, the co-founder of Unbounce and digital marketing expert, describes the attention ratio as “the ratio between the number of campaign goals and the number of landing pages.”

By removing distractions and external destinations, the 1:1 attention ratio helps users stay on the conversion path.

It’s also the ratio of a highly-converting landing page.

Optimized marketing campaigns have a single goal. The landing page should contain one call to action supporting this goal.

Keep in mind that for each page, there should only be one place to click. This landing page asks users to take one action via one link: Request an Event Quote

• CTA buttons that link to other offers

• Links to other pages of your website (e.g. “About Us”)

• You can download links that don’t belong to your offer (e.g. case study).

• Navigation bars and menus (see Problem 1)

• Your blog and social media channels can be linked

• Even if the informational pages are related to your landing page offer, you can still link to them (e.g. “Click Here to Read More”).

Reduce links until one CTA is above-the-fold that supports the campaign goal remains.

“Exceptions” to the 1:1 Attention Ratio

• Repeating CTA buttons

It is possible to repeat the CTA button multiple times on your landing pages, especially if the page is long.

The CTA page on Alcatraz’s landing pages can be repeated to help undecided users take action after they have received the information.

• Anchor Tags

Anchor tags are okay to keep. They can improve user experience. Anchor tags aren’t links, but they can be useful. Anchor tags help users navigate long landing pages by directing them to sections farther down the page.

• Lightboxes

The same visitor to Alcatraz’s landing page would like to learn more about particular escape rooms.

A traditional website would have a button that said “More Info”. This would redirect them to a separate page with more information. The “More Info text” text opens a lightbox with a description of specific escape rooms and a short video.

The redirect causes a visitor to exit the site, resulting in a drop-off.

Instead, the page’s “More Info” button activates a lightbox. This box provides all the information they require without being distracting or an exit point.

Lightboxes preserve the 1:1 principle and don’t add unnecessary details that might not be of use to all users.

Problem #5 – The Landing Page Is Poorly Designed

We get it. Your landing page should contain a lot of information about your business.

A messy landing page can overwhelm visitors and make it difficult for them to use your site.

Instead, be simple.

• Reduce the length of the “About Us” sections.

• Shorten your description copy. Make it even shorter.

• Reduce text blocks into bullet points

• Increase the font size to 12 points. Increase the font size to 12 pt.

• Protect negative space

• You can either delete the “More information” sections or make optional lightbox links from them

• Make sure to keep the essential elements, such as branding, a headline, and CTA button, above the fold

• Follow the landing page rules and attention ratio of 1:1

Solution: Get rid of all the clutter

A typical landing page layout will have some of these elements.

• Above the fold
  • Logo for company
  • The Main Headline
  • Here’s a brief description of the offer
  • Call to Action (CTA).
  • Supporting image or graphic

• Below the Fold
  • Description of your service/offer in greater detail
  • Social proof includes customer testimonials, ratings, logos of clients or customers, and customer quotes.
  • Image/icon of product or service
  • A form that has a CTA button (can appear above the fold, or omitted).
  • The Benefits section explains the benefits of the offer and provides answers to “what you’ll receive.”      
• Footer or “Last call”
  • Summary of the most compelling benefits offered
    • E.g. “Are You Ready to Get Back to a Pain-Free Life?” To get started, schedule an appointment today.
  • Final CTA
  • Logo for company
  • Privacy policy (that doesn’t redirect from the page).      

This page covers every element on our landing page checklist in less than three scrolls.

• Displays the offer and its details
• Benefits of Lists
• Social proof coverage
• Establishes trust
• Reducing friction
• Kobe Digital offers a controlled way for warm audiences to learn about its core services.

The page provides only what is needed. Keep your eyes on the campaign goal.

Problem #6 – You Bury the Landing Page’s Purpose

Are new users able to understand the purpose of your landing pages?

Many businesses assume that users will continue reading to the end of a page.

Users won’t likely read past the top of the fold, which is the first part of the landing pages visible without scrolling. Scroll depth drops 15% for every scroll down on an average page.

This means your page should communicate what you want and allow users to get it.

Solution: Pass the blink test

There are several ways to increase the clarity of your webpage.

Begin by passing the bink exam, also known to be the five-second rule.

The most important information you have should be instantly available and easily digestible.

Users should be able to tell the time after the 5-second mark:

• Your landing page should be relevant (the headline).
• What they get (the deal, a brief description, and a hero image).
• You are trustworthy (branding, sometimes social evidence)
• How you want them (CTA).

Other information can be added further down. Include supporting arguments and other information.

The Zendesk ad for “Best CRM Software” was my test.

I found this page and took a quick look. Then, I wrote down the highlights.

Here’s what I got:

• Close more deals
• ChartMogul, Freshly, Staples
• Boost sales team efficiency
• Make better decisions
• Get a free trial

They should have made the offer of a free trial more prominent and aligned the message between the landing page headlines and the ad. The CTA button would be more prominent if it was larger and brighter than the logos of clients.

The page is also informative enough to keep me on the site.

The benefits are compelling and clear, and the page is concise enough to be able to concentrate on the second CTA button.

It makes sense in the majority of cases, which should be your goal.

Problem #7 – The Landing Page Offer Does Not Have an Urgency

Your users are real people. They have lots going on in their lives.

When they click on your ad and view your landing page offer, what incentive do they have to act now?

Your chances of conversion are lower if your landing page’s copy and elements suggest that users can take action on your offer at any time they wish.

Solution: Add scarcity

Sprinkle some scarcity to convince traffic to convert right away.

Potential customers feel more urgent if there is a limit to the supply or time of your offer.

Can’t you picture it? Imagine a crowd of Black Friday shoppers on Thanksgiving night.

Furthermore, scarcity messaging encourages consumers to rate products more valuable. They are more satisfied when their product is valued higher.

These are some ways to add scarcity to your landing page.

• Limited-time offers, such as ‘flash deals’
• Expiration dates on discount codes
• Countdown clocks
• Reductions in the trial period (e.g. 14 vs. 30 days)
• Trigger words such as hurry now or limited are examples of trigger words.

These tactics were used by our designers on the landing page for Audible Genius.

Scarcity can also be applied to non-product offerings. The page saw a 40% conversion rate on digital course sales after adding scarcity.

Advertise a webinar or event by highlighting seat limits or the number of spots remaining. Be honest. By not calling or booking you, you can emphasize the opportunity, time, and money lost.

Want more inspiration? Take a look at some of the best brands, such as Amazon.

Amazon: “Buy this item within 4 hours 43 minutes to get it ASAP!”

I am embarrassed to admit how many items I have bought. The items were “safe in my cart for one hour,” so I will move on.

Be careful not to over-deliver on your promises. In the long term, scarcity can damage your brand by decreasing brand loyalty among those who miss the offer. 

Problem #8 – The Landing Page Is Forgettable

Advertising to a buyer audience is inevitable. However, this audience may not be sure why they should purchase from or.

Mid-funnel viewers are prone to “window shop.”

If your landing page isn’t memorable, users will choose the brand they are most familiar with.

Solution: Use USPs and the customer story

Are you struggling to make a mark in a highly competitive market?

There are several ways you can make your landing pages more engaging and memorable for your target audience. It all begins with understanding your audience.

Next, make your landing page copy them.

1. Highlight the unique aspect of your offer

Your landing page offer should be unique to your business.

Your offer should be unique and provide value beyond what your competitors can or won’t. Highlight it in your headlines, descriptions, and photos.

Take, for example:

• Online shoppers are more likely to be hesitant about buying online if they aren’t sure of the size or fit. Nordstrom offers to tailor free of charge to customers, a service that addresses a particular fear.

• Candid focuses on how they’re the only orthodontist-directed subscription aligner service. Don’t you think it’s better to have an expert handle such a costly treatment?

Keep it Relevant to Your Target Audience!

If the thing you offer is not relevant to your customer or if it’s similar to something offered by a competitor, then it’s not a unique selling point. Your unique selling proposition must meet their needs or help them reach a goal.

2. Promise them a transformation or feeling.

The landing page headline offers a money-back guarantee. Postclick’s target audience is likely to have struggled to achieve an ROI with other digital marketing services in Miami. Postclick’s guarantee is invaluable for this audience.

They could have presented their offer as basic insurance just like any other company. Instead? They provide safety.

This can also be used for services. They offer a guideline to make your big day memorable, and not just a consultation.

OLAY isn’t known for saying that they sell face lotion. Their tagline, “Love The Skin You’re In,” promises customers a transformation.

3. Find the solution to their problem

Have you ever asked your customers what their problems were before they hired you as a consultant? How did they feel when they saw progress with your product?

Your landing page should highlight this problem.

Mucinex is known for addressing the problems of its customers.

They set themselves apart from the sea of cold-medicine competitors in that they defeated mucus gremlins through their marketing materials.

4. Trusted guide

Many people offer solutions to problems. Your landing page can be distinguished by presenting yourself as an expert source who has the plan to solve their problems.

Are millions of people relying on you? Ranked #1 Do you live in a particular area and are you loved? Let’s hear it!

Instapage’s bold headline identifies its platform as the best-in-class landing page builder. This message is reinforced by phrases like “Try the best landing page builder today” or “the most powerful landing page builder on the marketplace”.

Tip: try not to focus too much on your self. Your customer should be the star of your story.

Your message should only show that you are an expert in solving the problem.

Refocus your attention on your target audience by taking a step back. Social proof can be used to support your current customers (we’ll cover this next).

Problem #9 – Your Audience Doesn’t Trust The Landing Pages

Users, who land on your site have one question: “Can they trust me?”

Conversion is a sign that the customer trusts you. Customers will often invest their time and money in doing business with you.

Your landing page should earn their trust.

My time at SaaS tech startups was filled with enterprise leads asking me questions like “What other companies in their industry use your software?”

1. This is a valid offer. It is not a scam.
2. You have demonstrated experience in delivering the offer 
3. Others like you have already invested in your offer because they trust you enough

Landing pages can often emphasize unique selling points, but neglect trust-building elements.

Solution: inject social proof

How can you prove to potential customers that you are legitimate?

Show social-proof elements which represent the experience of your customers with your business. Social proof builds trust with customers because we naturally follow the actions and words of others.

The most trusted advertising comes from people we already know 

Here is a sample landing page from one of our clients. Social proof is used to convert customers on their home restoration service booking.

This page is full of trust signals.

Elite Restoration offers a trusted start rating front and center.

You will find more social proof:

• A section on awards and recognition
• Context of the company
• Familiar icons (insurance symbols)
• One statistic
• A customer video testimonial

Your landing page likely doesn’t require this much social proof. It all depends on your audience.

Premier Restoration’s demographic trust signals a lot – we’ve seen conversion rates as high as 23% on this page.

Social Proof Types:

These are some easy ways to add more social proof to your landing page.

• Testimonials

Testimonials are short, simple recommendations from customers.

Don’t choose any customer. Include testimonials that reflect the target audience on your landing pages.

This is Eden Strader, a photographer and business coach.

Perhaps the testimonials could have been more concise. The images of her customers match her target audience, young female professional photographers.

You can add names to your site, but you also have the option of mentioning age and company titles if they are relevant to your traffic.

• Statistics, numbers, and data

Have you made a difference for past customers? You can quantify that difference and share it with your landing page.

Take, for example:

• Join millions of others who have achieved their goals.
• Serving the metro area for over 30 years
• 40% reduction in annual energy costs

• Logos

Collaborate with other cool brands A huge trust booster is dropping the logo icon for brands that have industry clout, wide recognition or are relevant to your ideal customers.

Even if the logos are not directly related to the offer, they can still make an impact. It is a psychological advantage to show that Microsoft trusted you.

Make sure your logos are relevant to your audience. Use enterprise logos if the landing page is intended for enterprises and not mom-and-pop brands.

• Other

Other things to include on your landing page are:

• Recognized awards
• Review
• Case study/”success story” – A detailed, data-backed analysis of the problem of a customer, the solution that you provided, and the results

Pro Tip for Social Proof:

Reviews are important, but not all reviews are equal.

BrightLocal’s consumer study revealed that overall rating, legitimacy (realness), and recency were the top three review factors.

Your landing page should focus more on displaying authentic, honest reviews from customers.

In the end, being perfect may not be a good thing for your conversion rates.

A joint study by Northwestern University & Power Reviews found that a perfect rating does not equal more sales. The optimal average star rating was between 4.2 to 4.5.

Fake reviews and untrue promises are red flag for consumers. Your audience will appreciate transparency and may mark negative reviews as exceptions.

Problem #10 – The Campaign Goal Conflicts with The Landing Page

It was stated in the solution above: An optimized marketing campaign has one goal.

Many elements make up a landing page. Each element has its voice.

Visitors to landing pages can see when one or more of these elements are off-pitch.

Now is the time to determine the purpose of your campaign.

Next, take all of the elements from your landing page and point them to that goal.

It’s almost like landing in a noisy, crowded room without an exit sign.

Solution: Unify all elements of landing pages

Do a little exercise to find out why the landing page isn’t converting well.

1. Write your campaign goal at the top of each page
2. Below is a list of every element on a landing page (copy, headlines and images, forms, icons, etc.
3. Summarize the message of each element (literal and implied).
4. Compare each message with your campaign goal
5. Change elements that are not in alignment with your requirements and do so without hesitation

Hubspot’s landing pages for their Social Media Workbook are a great example of a clean landing page that supports one campaign goal.

Their campaign’s purpose is to increase their email list. In return for their email address, users will receive a downloadable worksheet.

Let’s take another look at the top of the page:

• Branding and logo: they are there, which is all that matters. While I trust the page, the company does not steal the spotlight.

• The headline: is clear and large in the font. The page’s content is clear to me, thanks to the workbook.

• The main picture: A little orange blob draws me to the main photo, a photograph of a book with a title mirroring the headline

• This product description: It’s clear and actionable. It speaks directly to the target audience (social media beginners). It also gives me information about the results and provides a roadmap for transformation. The exercises can be used immediately to improve my business.

• I can click the CTA button to find out exactly what I need to do. It also gives me an urgency indicator. It contrasts well with the background.

This page doesn’t do anything that is best.

They removed any element that did not scream “download the eBook!”

Problem #11 – The Landing Page has Too High-Commitment

It was impossible to imagine that you would meet the man of your dreams one night. You’re in love with her. She is funny, and attractive, and shares a passion for bird watching.

When they check their phones, you kneel and propose to them.

Surprised to see a proposal on the first date?

Let’s be real.

Are you surprised to hear that your application was rejected?

Yet, we are still stunned by the low conversion rates when doing the same thing to our landing page traffic.

Specific offers correspond to each stage of the marketing funnel. Your audience should direct the CTA.

A new visitor to the website might feel like “book a Meeting” as if it were “marry me.”

Instead, you should be focusing on getting them to move down your marketing funnel. Offer valuable offers that are relevant to the stage in which you are at.

Solution: The Wedge Method 

You can adjust your offer as a common solution.

Are you still in the awareness phase of your Facebook traffic? Make a low-friction offer.

A florist may change a custom order estimate into an informational eBook. “3 Questions to Ask Your Bridal Florist before Signing an Agreement.”

The eBook has a warmer audience. Now she can retarget them using the higher friction offer.

But what happens if you cannot change your higher-commitment offer?

The Wedge Method is recommended in these situations.

Coachcare was able to convert 1647% more scheduled demos using the Wedge Method.

The Wedge Method can be used to optimize your campaign. This allows you to make high-value conversions such as bookings or demos, by ‘wedging” those offers along a low-friction path.

“Matching our lead-magnet offer to the right marketing funnel stage dramatically increased RPM eBook Downloads

But, even more important, the wedge technique increased the conversion rate of demo requests with a lower CPA than the original campaign.” – The Wedge Method.

It can be done in five steps

Step 1 – Understand your conversion channel.

Step 2 Determine the factors that cause users to bounce.

Step 3 – Use a lead magnet that corresponds to your traffic’s funnel stage to drive your wedge deal

Step 4 – Position the wedge on your conversion path

5:Track target transformations and results

Bonus #12 – Less Guessing, More Testing

You’ve probably already searched for a solution if your landing page isn’t converting.

After making changes that don’t work, BIG frustration is felt.

Start testing your landing page changes.

This is just a guideline to help you generate test ideas and uncover gaps.

• CTA – Use to test different calls to actions, button colors, and placements

• Main Headline – Test multiple headlines while keeping in mind message match principles and scarcity

• Forms: Experiment with different lengths of forms, single-step, and multi-step. Keep in mind that less is often more.

• Social Proof – Create photos that are more like your ideal client. You can test the length and design of testimonials. You can test social proof on a page earlier or more frequently.

• Landing page Layout – Test the page’s length and add new sections, remove sections, and change order.

Meet Your Customers Where They Are

Your landing page can be perfect and yet you still have poor conversion rates. Because every audience is unique, you can’t do everything right with your landing page.

Yes, conversion rates are the ultimate goal of optimization, testing, and research.

Until you fully understand the needs of users, conversions will be always less than you expect. These are things like these

• The most valuable benefits
• Probleme and pain points
• Commitment Level

Spend some time understanding your users. Next, create a landing site for them that reflects these things.

If you are like most marketers, don’t have time. You might consider getting a proposal and audit from an agency.

Conclusion

You should now have a good idea of how to save your campaign.

You’ll also know where to look when conversion rate problems arise again.

You will need to test, audit, and go through a few iterations before you get it right. So be patient!

Are you ready to solve your next landing page conversion issue? Download our essential landing page checklist.