Your landing page is up and ready, so you go through every element once again before you launch it to make sure everything is in order.
Engaging headline? Check. Clearly visible and compelling call to actions? Check. Clean, easy to understand layout? Check. Sleek, professional design? Check again.
You launch with excitement, eager to see a flow of leads moving through your sales funnel. But, in spite of your efforts, your landing page isn’t performing quite as well as you were expecting.
What could be the reason? Well, you could be missing a few small but crucial details.
The Most Important Element of the Conversion Process
You could have the most perfectly tweaked landing page and still have the lowest conversion rates ever. If your audience isn’t interested in what you’re offering or if they show some sign of interest, but you’re not approaching them correctly, then not even the best landing page will be able to convert them. It’s as simple as that.
That’s why one of the vital steps of landing page optimization is researching and understanding the way your prospects behave on their journey through the sales funnel. Prospects at the top of the funnel are at the awareness stage. They are just getting acquainted with your products and business, and they’re usually trying to figure out if you might be the solution they need. You need to provide educational content at this stage of the funnel that answers your prospects’ questions and stirs their interest.
If you’ve done a good job at educating prospects about your products, they will move to the next stage, where they are evaluating your product and comparing it with other similar solutions. Your job here is to demonstrate your expertise and what makes you different from your competitors. Customer reviews and testimonials could help you persuade prospects to move to the next, and final stage of the sales funnel.
Content at the bottom of the funnel should help prospects overcome any final objections and highlight the benefits of making the purchase.
Some experts claim that this linear approach isn’t an accurate reflexion of how prospects behave today. According to them, the buying process has become increasingly complex in the social media era and harder to predict.
Regardless of where you stand, the main idea is the same: your prospects and their needs should be at the center of your conversion process.
Your Traffic Isn’t Relevant
If you notice a big difference between the number of page visits and the number of converted customers, something is obviously not working as it should be. And, your bounce rate can tell you a lot about it.
A high bounce rate usually means that visitors aren’t finding what they were expecting, so they leave immediately without taking a second look at your offer. A lot of factors could generate a high bounce rate, but in most cases, it shows that your landing page’s elements aren’t optimized correctly or that you're getting irrelevant traffic.
Let’s analyze these potential issues and the impact they can have on the success of your landing page.
Before we dive in, don’t base your actions on what you think is a high bounce rate or a good conversion rate. Instead, use your data to analyze the performance of your landing pages and determine which ones would benefit from optimization.
You Don’t Have a Clearly Defined Buyer Persona
How can you expect to persuade your target audience to purchase your products if you don’t know anything about them?
That’s why buyer personas are so important in marketing. They can help you create an in-depth representation of your ideal customer. The secret to a well-defined buyer persona is to go beyond the obvious, like age, gender, and demographics and look for more relevant information, like their goals, pain points, desires, and motivations.
The problem with most small businesses is that they don’t have enough information about their target audience, nor the patience to collect it. So, they jump right to creating landing pages without actually knowing who their ideal customer is. Unsurprisingly, their efforts aren’t effective.
As mentioned above, your prospects should be at the center of the entire conversion process. In other words, you need to get in bed with your audience and understand their deepest fears and desires to be able to create content that caters to their needs.
If you realize that the problem behind your high bounce rate is that you’re attracting the wrong kind of crowd, it’s time you start building an accurate buyer persona.
Stay tuned for the second part of our landing page optimization guide. We’ll share some more expert tips on how to turn your landing page into an unstoppable lead generation machine.