If you’re getting a decent about of traffic going to your website, but not enough conversions, then the problem may lie within your landing pages. Using Google Analytics, these weak pages can be identified and given an overhaul.
Many factors contribute to a user dropping off the page and not making a transaction. It may be that simply, they’re not interested in your product or service, or it will be something on the page that hasn’t quite convinced them.
To start off, you need to identify your pages which most users are dropping off from. Log onto your Google Analytics, and under ‘Audience’ select ‘Visitors Flow”. This will bring up an overview of your site structure and which pages visitors are landing on, which page they visit next and how many are dropping off.
From this you’ll be able to identify which pages have the highest drop-off rate, and choose these pages to concentrate on.
So, how you’ve identified the problem pages, here’s some steps as to what you could do…
Have you got any technical or usability problems?
This is worth checking first, as it can be the easiest to solve. If there are any issues with the page, such as images not loading, page not scrolling properly or text being out of place. Check the page across all browsers, differences can appear across the different versions.
Make sure your page is easy to navigate and information is clear to see., such as text colour being too light/ dark and not being visible against the background. Scan through your content, and ensure it is relevant and up-to date.
Are you taking note of basic landing page principles?
Different markets may have different standards of landing pages, so it’s worth taking a look at your competitors and what they’re doing on their sites.
Have you got a strong, relevant headline? Is your call to action strong and clear? Make sure you have a good mix of media, with the right balance of pictures and text.
Are you speaking your customers’ language?
It’s all about knowing your target market, different language may appeal to different markets. Get to know your customers and what they’re looking for, find out about what they’re looking for and what would help them to make the purchase.
Make the improvements and carefully track any improvements, if you don’t notice any change, then take another look and make some more subtle changes.