Landing page conversion is poor? 3 reasons!

The quality of the landing page is related to the important indicator of conversion rate. Why do some websites have high conversion rates, while users want to exit other websites as soon as they enter?

The author believes that a high-conversion marketing website has three abilities: understanding, trust, and action, and lists 16 elements that enhance the persuasiveness of the website.

1. Comprehension

Whether a landing page passes the test depends on whether users can get the content you want to convey. If an excellent salesperson wants to successfully recommend a product to the person in front of him, the first thing he must do is to quickly convey the following information to the other party before the customer loses patience:

1. Who am I?

2. What products or services do I sell?

3. What problems can my products and services help you solve?

4. Why choose me and not others.

5. Why should you cooperate with us now?

Similarly, your website should also have this information to convey to users.

You can test your website with the following questions. Ask a few people to open your website and see if they can answer the following questions:

1. Which website does this page belong to and what is its name?

2. What products or services does this website provide?

3. Why should you buy products or services on this website?

If users cannot quickly answer the above questions by observing the website, it means that our website needs improvement. If users’ understanding of the pictures and texts they see is not what we want to express, it means that our pictures or texts are ambiguous and need to be readjusted.

You should know that users often come to your website with certain questions and purposes. If your first screen cannot directly lock the user's attention, the user will most likely not have the patience to continue browsing. On a marketing website, the first screen should display the advantages of your products or services.

Factors that can undermine website comprehension:

1. Lack of necessary website elements (such as website slogans)

2. There are some pictures and texts that are irrelevant to the website’s purpose (causing information interference to users)

3. Poor design and page layout (no visual flow, no clear focus)

Factors that enhance comprehension:

Logo - Tells users "what website I am visiting".

It is usually placed in the upper left corner, which is in line with people’s visual process. If the logo is placed in the middle, there is usually blank space on both sides.

Slogan - corporate goals or website positioning.

Quickly let users know what services you can provide them and whether they can solve the problems they are currently facing.

Placing slogans in prominent locations to tell users the website's positioning or the company's goals will help visitors quickly understand the industry we are in and the services we can provide.

Title - What services or products do I provide?

• The presence of “keywords expected by users” in the title is more likely to capture users’ attention.
• The title tells users that they will get benefits by continuing to read the content. Sometimes the title summarizes your selling point in one sentence.
• Use subheadings to make things clearer.
• Don't use your company slogan as a title.
• Don't use your business owner's motto as a title.

Advantages - Reasons to choose us

Sort out all the advantages that distinguish your product or service from your competitors, and then rank them in order of importance in influencing user decisions. Select about three of them and display them in a prominent position. If there are many advantages that can be used to attract users, we can integrate them into other elements of a marketing website.

2 Trust

Only when users trust you will they take the next step. To build website trust, you can do the following:

1. Successful cases – facts speak louder than words

The persuasiveness of successful cases is often greater than any other arguments. Usually, we should pay attention to collecting various successful cases.

2. Customer Reviews – Let Your Customers Speak for You

Customer reviews will largely determine users' decision-making behavior, especially on e-commerce platforms. Customer reviews can corroborate the advantages that the website wants to convey to enhance the credibility of the website. Customer reviews should be accompanied by both pictures and text to enhance the credibility of the reviews.

3. Content presentation – seeing is believing

The biggest shortcoming of online shopping compared to traditional offline shopping is that users cannot get close to the products and it is difficult to intuitively experience the feeling of using the products. We can present the products and services we want to sell to users through text, pictures or even videos.

4. Production process - how the product is produced

Showing users the production process of our products and letting them know the ins and outs of our products will help us gain more trust, especially in the catering and food industry.

5. Service process——How we serve you

Revealing the service process helps users understand the details of service delivery and increase their confidence in the service achieving the expected results, especially for life service industries.

6. Social Proof — Things that convey authority and trust

Corporate news can enhance our trust, but we should pay attention to the "persuasion logic". Before users become interested in us, showing off too early will only backfire. What is more important than what to say is when to say it.

7. Honor Display——Authoritative organizations recognize us

People can learn about a person or company's past achievements through honors, and use this to infer the current quality and strength of the person or company receiving the honor. Put these honors on display on your website. It takes hard work and initiative to earn honors. Remember to apply for a patent for your invention and take the initiative to participate in industry competitions.

3. Mobility

If we don’t make our intentions clear, users will rarely take the initiative to ask to cooperate with us, because people are afraid that they will be at a disadvantage as the initiator of the transaction, so a call to action is very necessary.

A strong call to action should meet the following three requirements:

1. Eye-catching: can quickly grab the user's attention.

Use color to emphasize: by using different colors;

Use space for emphasis: Leave enough space around the call to action so that it is the only element that attracts users.

Use size for emphasis: Make the call to action take up more visual space to draw attention;

Use placement for emphasis: Place it at the right point in the logical and visual flow of the persuasion.

2. Clear and unambiguous: It allows users to quickly understand how to respond to the call.

Make the website respond quickly to user requests (purchase multi-line servers, use CDN content distribution technology, adopt GZIP compression technology on the server side, effectively optimize the website's code and page elements, etc.)

Simplify the process, reduce the number of items to be filled in as much as possible, and make filling out the form easy and enjoyable;

Prompt process and progress;

Providing implementation assistance;

3. Sufficient reasons: users can understand the benefits of responding to the call.

Place an order now to get XX benefits;

You don't need to worry or be afraid, we will take responsibility for your actions. (Risk Commitment)

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Final Thoughts

What do you think are the key points to pay attention to when planning and building landing pages? Welcome to share your experience~