6 Quick Fixes for Poorly Converting Sales Pages

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By Boris Dzhingarov

Do you have a sales landing page that is not performing as well as it should? Maybe it is generating a decent amount of traffic but is failing to convert that traffic into leads. It’s likely that you are dealing with a conversion problem, but the good news is that the issue doesn’t have to last forever. There are several things that you can do to bring your sales landing page back to maximum performance and turn it into a machine for generating leads and driving conversions. And the good news is that much of the time, quick fixes will actually work for improving the performance of your landing pages and helping you get the results that you want in terms of conversions and sales.

Offer Security

In a world where more and more internet users are becoming increasingly concerned about their online security and privacy, it is no surprise that a sense of security is a must-have for sales landing pages. It is always worth bearing in mind that when your customers complete your lead capture form, they are being asked to share sensitive and personal information about themselves, which may be concerning for some. To get around these issues, include a link to your company’s privacy policy in a place that can easily be seen and found close to the form. This can help to ease concerns and fears, and reduce visitor hesitation when it comes to filling the form out.

Test the Form Length

One factor that might be contributing to the conversion problems on your sales landing page is the form length. It is important for marketers to keep their specific lead goals in mind when deciding on form length. For example, a longer form might provide fewer yet more high-quality leads, while on the other hand, shorter forms might get you more leads, but the quality may be lower. However, if your sales landing page has a low conversion rate, then this might be a sure sign that you need to shorten the form. A good rule of thumb to keep in mind is that on a sales landing page, you should only be asking your customers for the information that you need from them to make the purchase, as you can always collect further information later when you have the lead or have converted the lead to a new customer. It’s a good idea to test a shorter version of the current form to see if this is what’s needed to get more leads.

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Remove Calls to Action for Other Offers

A sales landing page is not the right place for calls to action for other offers that may be competing with the main offer on the page. Including other CTAs might at first seem like a good way to provide your visitors with more information on what you offer, but the truth is that it is only going to cause confusion among your visitors, increase the bounce rate of your page, and hinder the process of lead generation. Each sales page should be focused on a specific offer. It’s also a good idea to hide the top navigation from the page to prevent visitors from navigating elsewhere on your website and getting distracted.

Clearly Communicate Necessary Actions

Once a visitor lands on your sales page, it is important that there is clear communication in place when it comes to the actions that they need to take. If your visitors are left wondering what they need to do next when it comes to taking advantage of your offer, then there are definitely some improvements that can be made to boost conversions. Each sales page should use language that is clear and actionable so that there is no doubt in the mind of visitors when it comes to the actions that they need to take to get the offer or deal. Use text that is clear, obvious, specific, and action-based, and avoid vague terms.

Ensure That Your Messaging Algins

One of the main reasons behind poorly converting landing and sales pages is messaging and positioning that is unaligned. It’s a good idea to start by identifying where the traffic to your sales page is coming from by looking at the page’s referral sources. Then, examine the messaging from these sources. You may find that the two are disjointed, which is likely going to be one of the main reasons behind the lack of conversions that you are seeing. For example, you may be generating traffic to your sales page from social media, but are using language to promote the offer that doesn’t match up to the language that you are using on the sale page itself. Conflicting messaging across channels will only serve to confuse your visitors when they end up on your landing page, which can ultimately lead to losing a lot of leads.

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Mobile Friendly Design

Another crucial factor to check and improve if needed is the design of the sales page itself. It is a good idea to check the stats to see what kind of devices the majority of your visitors are using when they land on your sales page. If you are getting a lot of visitors on smartphones and tablets, for example, then a poor design that is not easy to follow when using these devices could be the main reason behind the lack of conversions. These days, more and more people are browsing on mobile so it’s reasonable to expect that your visitors are going to be looking at your sales page from a smart device with a smaller screen. If this makes it difficult for them to read all your copy or fill out the form, then they’re probably just going to hit the back button and forget about it. Just like your main website, a responsive design is crucial for sales pages.

If your sales landing page is not converting as expected, there are several potential reasons why this might happen. Thankfully, the fixes are typically quick and easy, helping you get back on track to improving conversions.