Landing pages either make or cost you sales.
A high-quality landing page makes it easy for a prospect to get information about a product or service, and to do the next steps leading to conversion.
On the other hand, when that same prospect encounters a landing page with slow load times, chaotic interface, and too many things competing for their limited attention, they exit before even seeing what you’re offering.
Classic signs of a poor-performance landing page include:
✅ Low average time on page
A general rule in measuring landing page performance is this: the longer a visitor stays on the page, the higher the chances of conversion. Users that leave too quickly usually do not return to your website and complete a sale.
✅ High bounce rate
Indicates that visitors are leaving your site before going to a second page (where conversion normally happens).
✅ High form abandonment rate
This shows that leads have started filling out a form on the landing page without completion. This can happen when leads encounter a form requirement that they find excessive or too sensitive.
✅ High conversion rate
Getting plenty of leads that are not becoming customers means money down the drain.
Now, once you notice indications of a weak landing page, how do you fix it?
Depending on the issues you spot, some landing page fixes can be done overnight and some may require more time and testing to resolve. Simpler fixes include tweaking your back-end setup to address slow loading time and a messy page layout. Keeping your page’s loading time at under 4 seconds is the sweet spot.
Your landing page’s layout is also a critical factor to your success since it’s the first interaction most leads have with your brand. A landing page with too much going on decreases readability and distracts your site visitor from focusing on your offering (surprise, surprise).
Keeping only-needed elements, using whitespace, and maintaining a logical order to your design is a good place to start for any landing page.
High-converting landing pages are products of continuous testing and optimization strategies. This means not expecting website improvements to stop after a week or a month, but rather making it an ongoing business priority.
Long gone are the old days of packing landing pages with keywords to rank high and be more visible online. Today, winning ads and landing pages come from matching user intent or the reason why audiences use certain keywords and phrases.
Staying on top of the changes in digital marketing is an exercise in anticipating the landscape to shift frequently and quickly.
Our team is hyperfocused on keeping track and managing these changes to consistently create maximum growth for brands.
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