10 Reasons Your Landing Pages Aren't Converting and How to Fix Them

A landing page is one of the most important components of your website. It serves as a conversion tool, where you turn site visitors into fully fledged customers. Typically, landing pages contain a call-to-action and a registration form, letting you capture customers' details before moving them through the conversion funnel. Some marketers struggle with this marketing technique, however, resulting in poor conversion rates. Here are 10 reasons why your landing pages just aren't converting.

1. Your Landing Page Has Too Many Navigation Bars

The Problem
If your landing page has too many navigation bars, visitors might be tempted to click away from the page. Only 16 percent of landing pages are free of navigation bars, according to research.

The Solution
Remove all navigation bars to prevent customers from clicking elsewhere on your site.

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2. Your Registration Form Is Too Long

The Problem
Site visitors will probably navigate away from your landing page if long fill-in-forms ask them too many questions.

The Solution
Make your registration form simple and collect only basic information — the customer's name and email address are probably enough — at this stage of the conversion cycle.

3. You Have Too Much Text

The Problem
Too much text turns off visitors, especially when it's hard to find the fill-in form.

The Solution
Keep text to a minimum. Just include some brief information about what customers will receive in exchange for submitting personal data — an e-book, voucher code or webinar, for example — and a strong call-to-action.

4. You Don't Have Enough Landing Pages

The Problem
Why rely on just one landing page to drive conversions? If your conversion rates are low, it might be time to create additional content.

The Solution
Brands experience a 55 percent boost in leads when they increase their amount of landing pages from 10 to 15.

5. You Don't Have Any Images

The Problem
Big blocks of text make it difficult to discover your conversion offer.

The Solution
Include attention-grabbing images to increase readability.

6. You're Not Using Analytics Tools

The Problem
Fed up with your conversion ratio? You're not alone. Only about 22 percent of businesses are happy with their current conversion rates. However, many of these companies don't discover the reason why their landing pages perform so poorly.

The Solution
Analytics tools provide you with detailed insights into your lead generation campaigns, allowing you to increase conversion rates.

7. You Don't Have Any Social Sharing Buttons

The Problem
Social sharing buttons let site visitors share your content with their friends. Not including these could be costly.

The Solution
Include social sharing buttons. Customers can share your content on their social profiles, exposing your brand to a wider audience.

8. Your Headline Isn't Good Enough

The Problem
Your headline and call-to-action should be consistent. Steer clear from bad headlines that have nothing to do with your conversion offer.

The Solution
A good, relevant headline will catch the attention of visitors and encourage them to read the rest of the offer.

9. You Don't Have Enough Customers

The Problem
Your conversion rate might be low because your website doesn't generate enough customers. This means fewer people on your landing page and fewer conversions.

The Solution
Improve search engine optimization (SEO) to lure more visitors from search engines.

10. You Have Multiple Offers

The Problem
Forty-eight percent of landing pages contain multiple offers, which can overwhelm site visitors. In fact, including more than one offer on your page reduces conversions by as much as 266 percent.

The Solution
Write about just one offer (such as a white paper, a free trial or a free gift) and include an irresistible call-to-action underneath.

These 10 tips increase conversion rates and turn more site visitors into bona fide customers. Want more digital marketing tips? Read about 22 website hacks to drive traffic, leads, and sales.