“We have great advertising! The cost of a click is pennies, conversions are hundreds per day. But for some reason no one leaves applications. We probably need to change the color of the button or add another block with reviews.”
If you have ever uttered similar phrases at planning meetings with marketers, welcome to the club. You are faced with a classic problem when why is the landing page not working? becomes the main issue, and the advertising budget literally burns without a trace.
Landing Page is essentially your best sales representative, working 24/7. But imagine a salesperson who is nicely dressed, quickly starts a conversation, but when it comes to making an offer, he begins to mumble, hide the price list and ask for passport information to apply for a discount. The client will turn around and leave.
The same thing happens on your website. Let's take off the rose-colored glasses and look at the 7 main, often unobvious reasons why your landing page generates traffic, but does not generate money.
Reason 1: Cognitive dissonance (Advertising does not match reality)
This is the number one mistake in all advertising offices. You launch targeted advertising or context with the headline: “Mink fur coats with a 70% discount - from 15,000 rubles!”. The man clicks.
Gets to the landing page. And there is a huge banner with the inscription: “Elite fur salon. Individual approach to each client". And where is the 70% discount? Where are the fur coats for 15 thousand? They are not on the first screen. You need to look for them in the depths of the catalog menu.
What happens in the user's head: “I was deceived. This is a publicity stunt." And it closes the tab in 2 seconds. If you want to understand why is the landing page not working?, look at it through the eyes of a person who clicked on your specific ad. The message on the banner (first screen) should be a continuation of the message in the advertisement. No logical breaks.
Reason 2: “We the company” disease instead of “You the client”
Read the text on your landing page. How many words are there “We”, “Our company”, “We are leaders”, “We use innovative approaches”?
The user doesn't care about your company. He doesn't care about your innovation. He doesn't care that you've been on the market since 2005. People don't buy your services. People buy solutions to their problems.
Badly: “Our cleaning company offers professional cleaning of premises using imported equipment.” Fine: “Come back to a clean apartment after a hard day at work. We will remove dust in the corners and clean the stove while you rest.”
If the landing page only talks about how great you are, it doesn’t sell. It should broadcast the client state after purchasing your product. This is exactly the copywriting strategy we use when clients order from us. development of selling landing pages.
Reason 3: Lack of trust (Shell Company Syndrome)
Imagine: you are offered to transfer 100,000 rubles to your account for services. You go to the site to check the details. What are you looking for there?
- Legal address (not just “Moscow”, but a specific address).
- TIN and OGRN.
- Privacy Policy (by law you must have one if you collect data).
- Real photos of the team or office.
- Reviews with full name, photo, position and, preferably, a link to the social network of the author of the review.
If there is none of this on the landing page, and in the footer there is only one WhatsApp icon and a feedback form, the conversion to applications will tend to zero. Businesses in the B2B segment or when selling expensive services simply need to take care of trust. Sometimes corporate website development with a detailed “About the Company” section converts better than a short landing page.
Reason 4: Barriers to the target action
This is a pure usability problem. You want the client to leave a request. But you do everything to prevent him from doing this.
- Severe forms: You ask in the form: Name, Phone, Email, City, Question. Each extra field reduces conversion by 10-15%. Leave only your phone (or messenger). You will ask for the name later.
- Intrusive pop-ups: A person has just visited the site and doesn’t even have time to read the title when a window appears on his entire screen: “LEAVE A REQUEST AND RECEIVE A 10% DISCOUNT.” This causes irritation and a desire to immediately close the site.
- Lack of alternative: Not everyone wants to call. For some it is more convenient to write in Telegram, for others in WhatsApp. If the landing page only has a form and a phone number, you are losing those who are afraid to call or are in a meeting.
Reason 5: Hidden price is the biggest sales killer
This is a favorite topic of debate between businesses and marketers. “If I write a price, the client will get scared and go to competitors.”
Let's be honest. In 2024, an Internet user will have an IQ above average. He knows that if there is no price, then it bites. When you hide the price behind the “Get Cost” button, you create anxiety. A person thinks: “What if there are 500 thousand, and my budget is 100? I won’t waste time talking to the manager to find out this price.”
If your product or service has a fixed price, put it on the landing page. Let it be “from X rubles”. You will weed out untargeted poor clients (managers will not waste time on them) and build trust among the solvent audience.
Reason 6: Mobile Hell
Open your landing page from your phone right now. Don't just admire it, try it read texts.
- 10px text?
- Are the blocks colliding with each other?
- Is the “Order” button so low that you have to swipe 10 times to get to it?
- Is your phone number not clickable?
More than 65-70% of traffic to landing pages now comes from mobile devices. If your landing page is not adapted perfectly, why is the landing page not working? - the answer is obvious. People will not suffer, they will go to a competitor whose website is easy to read from an iPhone with one hand. Adaptive layout is not an option, it is a requirement for survival.
Reason 7: Lack of scrolling logic (The site is like a wall of text)
A landing page should read like a good book or movie script. It should have a beginning (client’s problem), development (your solution, advantages), culmination (testimonials, cases) and resolution (call to action).
Landing pages are often made simply as a “set of blocks.” Slider - text - another slider - form - contacts. There is no connecting thread. A person reads the first screen, goes down, sees an incomprehensible picture, does not understand what they want from him, and loses the thread of the story.
To fix this, use anchor links, visual dividers, infographics instead of solid text, and proper typography (bold key points, lists). Often, to fix this you don’t need a new website, just a competent technical support and improvements current landing page.
Case: How we turned a “digital mockup” into a lead generation machine
We were contacted by a company engaged in the installation of ventilation systems. It was a beautiful landing page. Traffic from Direct was stable - about 300 people per day. Applications - 2-3 per day. The cost per lead is astronomical.
The audit showed:
- On the first screen there was a beautiful cutaway fan, but not a word about What exactly is done by the company (installation? sale? repair?).
- The price was hidden.
- From a mobile phone, the price list (table) crawled out of the edges of the screen and could not be read at all.
- There were no reviews with photos of objects.
What we did: Rewrote the structure. A clear offer was put on the first screen: “Installation of industrial ventilation on a turnkey basis. Terms from 5 days. 3 year warranty." Added a block with real photos of mounted objects (trust). We made the price list in the form of convenient cards, rather than tables. Added a WhatsApp contact button.
Result: Without changing the advertising budget, the number of applications increased to 10-12 per day. The cost per lead dropped by 4 times. Details of such transformations are collected in our portfolio of cases.
Conclusion: Stop feeding Yandex, fix your landing page
Landing page is the end of the funnel. Your investments from context, SEO, and social networks flow there. If there is a hole at the end of the funnel, it doesn't matter how much water (money) you pour into it. It will simply flow into the sand.
Before you increase your ad budget next month, take a ruler and honestly measure your site against the 7 points above. Remove barriers, write texts for people, add trust. And you will see how, with the same traffic, your sales will increase significantly.
Don't know how to find these errors? We will show them to you
IN DOM-Marketing We don't guess, we analyze. We will conduct a deep usability audit of your landing page, set up heat maps of clicks, find conversion loss points and turn your website into a tool that will recoup every ruble invested in it.
Stop creating illusions. Let's build a business.
📞 Order a landing page audit: 89617842290 🌐 Go to the agency's website: dom-marketing.ru ✈️ Contact on Telegram: @Dkrasilnikov
Your customers are already clicking on your ads. Make sure your site is ready to accept them.
How are you doing with conversion on landing pages? Write in the comments how many leads your website brings in on average per day. Subscribe to the channel for more marketing myth-busting to come!
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