
Why Aren’t My Landing Pages Working? [50 Reasons]
Raise your hand if, after launching your landing page(s): You see conversions flat line or drop Audience engagement with your landing page is paltry Your revenues and up-sells as a result of your pages fall Your search engine rankings for that page fall So how on earth are you supposed to tell why your landing page isn’t working? How do you fix it? In this guide, we present to you 50 possible reasons your landing page isn’t working—with landing page optimization solutions for each. Why Landing Pages Matter If landing pages are so complicated in the first place, why use them? Landing pages provide destinations. No matter what types of marketing and advertising you’re pursuing, your users need somewhere to go. Landing pages provide that ideal destination. They’re a focal point for conversion. Landing pages give you the opportunity to confront your users with a conversion opportunity, maximizing your potential revenue and/or customer value. They allow for segmentation. Because landing pages are separate from your site, you can also use them to segment your target demographics and cater to them individually. So with all these advantages, why isn’t your landing page seeing better results? Why You Aren’t Getting More Landing Page Conversions Let’s diagnose your landing page problem: 1. You haven’t measured anything. First, ask yourself how you’re able to determine the success of your landing page. Are you going by a gut feeling? Are you just noticing that nobody has filled out your contact form? If you aren’t measuring more in-depth metrics, such as how many people are visiting your landing page or what your exit rate is, you’ll blind yourself to the real variables responsible for your performance. This is inexcusable, especially since so many free tools, like Google Analytics, are on the market. If you haven’t been measuring and analyzing your progress, get started immediately—you’ll need those numbers to measure how effective your correctional strategies are. 2. It isn’t loading properly. Don’t scoff at this. You’d be shocked and embarrassed to learn how many people scratch their heads over why more people aren’t converting when their pages don’t load properly to begin with. Fortunately, this is simple to detect and fix. If you’re looking for the easiest way, try visiting your landing page using as many different devices and browsers as you can think of. Is it loading? Are all your images viewable? Is your form easy to see? Is your page loading fast? You can use a tool like BrowserStack to help test this. Otherwise, be sure to check out Google Search Console, which can tell you if your website is down and help you track down the reason. 3. It doesn’t view correctly on mobile devices. Mobile SEO is a critical feature for your landing page, just like your main website, as the majority of traffic, for many businesses, now comes from mobile devices. Because landing page layouts are especially sensitive to directing users’ eyes and interactions, it’s vital that your page look attractive and engaging on mobile devices specifically. Is the bulk of your content easily viewable? Is all your text readable? Are your buttons easy to find and click, without zooming? Is it able to scroll easily? If not, you may wish to reconsider your design to cater to these mobile users. Again, BrowserStack can help diagnose landing page problems here. 4. The buttons or form fields aren’t functioning properly. Your web form is the star of your landing page; if it isn’t functioning properly, your landing page visitors aren’t going to proceed with converting. Run multiple tests on multiple browsers and devices to make sure your functionality is intuitive and responsive. For example Is it easy to click into a form field? Do you proactively warn your visitors when they haven’t filled out a required field? Are your buttons easy to click? Do your dropdown menus load quickly and easily? Any deviation here could be an excuse to abandon your landing page, so don’t take chances. 5. You aren’t targeting a niche audience. Who, specifically, are you targeting with your landing page? If you don’t have an answer, or you have a generic one like “our customers,” you’re doing something wrong. One of the greatest strengths of a landing page is its ability to communicate with high precision to one specific group of people. If you aren’t taking advantage of that high relevance, your users aren’t going to be engaged. Think carefully about what niche you want to target, considering your competitors as well as your demographics’ dispositions, and narrow your focus to that audience. 6. Your tone and presentation aren’t appealing to your target audience. Of course, if you already have a target audience in mind, you could be suffering from a lack of relevance—or an inability to target those users effectively for search intent. For example, you could be using a vocabulary that’s too high for your users to follow, or so low that it compromises your online reputation. You could seem too “boring” to your young users, or too “juvenile” to your older ones. Examine your brand voice carefully as it permeates your landing page, and reevaluate the tone you use. A good brand can outrank other, more well-known competitors. 7. Your color scheme is off. When it comes to the colors you use in your landing page, there aren’t many “right” or “wrong” decisions. However, there are a few best practices you’ll want to follow. For starters, your coloration should be in line with your brand and your industry—if the colors don’t feel like “you,” or if they give the wrong impression, it could interfere with your results. Your coloration should also enhance your text’s readability—if it makes it hard to read, you’ll deal with the consequences—and it should help to call out prominent areas of the page, such as your call-to-action (CTA). 8. Your design is obsolete. When was your landing page designed? Who designed it? The fundamentals of SEO web design have changed significantly over