You’ve just finished your landing page.
Perhaps you decided to set up an eCommerce store, or a simple page where you offer your digital product or membership area.
You’re excited to hit the publish button to make your site available to all those people surfing the web.
At long last, that very moment has come: You open the floodgates to receive the monetary reward for all your hard work.
… and wait.
Nothing happens. No sales.
You tell yourself that’s alright, it’s only the first day. You wait a few more days but nothing changes. Nobody buys your product. No sign ups. No clicks.
Now you are both disappointed & confused.
Why is nobody buying my product? What’s the problem?
Analyze Your Landing Page
Every good Internet marketer has faced this very problem and there’s only one effective way of tackling it: Analytics.
Yes, that’s right.
Analytics will be your best friend in going from zero sales to building your landing page into a stable revenue-generating machine.
When nobody is buying your product, you need to know WHY and you’re wasting your time if you decide to rely on guesses or assumptions – instead, you need to analyze statistically-significant data.
The problem is, you have NO IDEA what the problem is.
Zero sales could be the result of a variety of issues, including …
- Low quality traffic – meaning, the people that visit your site aren’t interested in your product & there’s nothing you can do about it.
- Visitors are interested in your offer, but your landing page isn’t on point. There are too many objections that you don’t address.
- Few people visit your site (most obvious scenario), thus no sales.
It’s IMPERATIVE for you to know which situation you are facing in order to implement changes that produce results.
Without Analytics, you are literally blind …
You “think” you need more traffic and invest time & money to get more people to your site …
Analytics will tell you that you have a lot of traffic already – getting more will not solve the problem. Instead, you need to fix a few things on your landing page to get people to click buy.
You “think” you need to experiment with different headlines and images on your site – that surely will lead to success …
Analytics will tell you that you’re wasting your time. You have barely any visitors, optimizing your landing page won’t do much. Instead you should focus your efforts into generating traffic.
Use Google Analytics
As soon as you publish your website, you should have Google Analytics (or similar software) installed and collect user data – otherwise you are wasting valuable time.
The more you know about what people do on your site, the more you can use that intelligence to make tweaks & optimizations to reach your goals ($$$) faster.
Using Google Analytics, you can see
- Where visitors are coming from (which will tell you about the quality of the traffic)
- How long they stay on your site
- The exact conversion rate of your landing page
Go ahead and sign up for Google Analytics. It’s free and easy to install on your site. Also, set up Google Webmaster Console.
Fixing The Problem
SUFFICIENT Traffic, No Conversions
First you need to look into where people are coming from. Do they come directly from search engines searching for relevant keywords?
Say, you see that people searching for “women’s shoes” end up on your site.
Assuming you sell women’s shoes, such visitors would constitute high quality traffic as those people are looking exactly for the product you have on offer.
They want what you sell, but DON’T buy.
This means traffic, or lack of thereof is not the problem. Simply directing more people to your site will not fix the problem – instead you need to look at your offer.
Landing Page Optimization is another, complex topic – there could be many issues: starting from pricing, pictures, design, etc.
The point I’m trying to make here is that optimizing your landing page will be your highest leverage action – not wasting time & money getting more people to your site.
By the way, and easy way to get started would be by using CrazyEgg.
That tool will show you where people click, how far down they scroll and much more – all of which constitutes valuable information that can indicate what needs to be optimized in regards to your landing page design.
ZERO Traffic, No Conversions
The good news is, there are only two problems you will ever face.
The problem above (traffic but no conversions) and the most common scenario: Very little, or no traffic at all.
By the way, if you have a lot of visitors but they are not interested in your offer at all, I consider that “cold” traffic = equal to having no traffic.
The message here isn’t to tell you the exact steps on how/where to get traffic but for you to identify (using Analytics) what exact problem you are facing so you don’t waste your time/money fixing something that doesn’t need to be fixed.
Such as changing landing page design when the problem really is lack of traffic.
What’s a good/average conversion rate?
Absolutely impossible to answer that question.
It depends. If you sell a generic product (think, eCommerce), then you’ll be able to look up average conversion rates.
If you sell your own digital product/course/membership, then there’s no publicly available benchmark for a good conversion rate.
How do I build a professional landing page?
Which landing page creator do you recommend?
Nowadays, there are so many landing page tools to choose from – and all of them will make your site look super professional in just a few clicks.
Which tool/software you should use will depend on your level of technical expertise, budget & software for your website.
For example, if you don’t have a website yet (only a domain) but you want to start selling products/collecting email addresses RIGHT AWAY, Leadpages is a good option.
Leadpages will host your site – all you have to do is redirect your domain to your Leadpages URL.
(If this sounds complicated, don’t worry. It’s very easy. When you use Leadpages, you get your own page URL, for example yoursite.leadpages.com – you then change your domain “e.g. yourshop.com” to redirect visitors to the Leadpages URL).
No hosting required. Leadpages will host your landing pages.
Fast loading times. This goes back to the previous point – since Leadpages is hosting your pages, your pages will load quickly even when faced with handling large amounts of traffic.
A/B Split Testing – No need to install testing software, Leadpages comes with tracking/testing tools out of the box.
Not self-hosted. Depending on how you look at it, this can be an advantage or disadvantage. If you don’t host your landing pages yourself, you don’t OWN them. As soon as you decide to switch to another page builder, you “lose” your landing pages.
Monthly Fee. Starting at $25/month, you have to pay as long as your use the service whereas alternative landing page builders can be bought by paying a one-time fee.
(formerly known as Thrive Content Builder)
This page builder is a WordPress plugin. You will need to run your website on WordPress to be able to use it. If you do, it’s a great option because …
One-Off Payment – Unlike Leadpages, there are no monthly, recurring fees. You pay for the plugin once and use it forever.
Self-Hosted. Meaning you own the sites you build. You can save & export any page design and will never lose control over it.
Inline text editing. When you make changes to your text, design or any element – you see those changes instantly without having to save and refresh the page. This feature is a huge time saver.
No content lock-in. Here’s the problem you will face with many page builders. You spend hours crafting your landing page. At some point in the future, you decide to use a different software and deactivate the current page builder.
Now your landing page will look all messed up – in terms of design – because the engine (old page builder) behind the landing page isn’t there anymore.
Even if you decide to uninstall ThriveArchitect, your page designs will remain intact (for the most part).
Hiding Elements on Mobile. People accessing your site on mobile devices don’t want to scroll down forever to find essential information, or simply click the buy button.
ThriveArchitect allows you to hide certain elements on mobile only, so that those mobile visitors only see what’s absolutely essential. (Before this features was implemented, I had to hide individual elements using custom CSS = a ton of additional work.)
Testing requires additional software. Any testing you want to do – even basic analytics – requires that you install and rely on external software. This isn’t complicated at all, but something to keep in mind before making a decision on which landing page builder to use.
Page loading time. Now that you host everything yourself, the loading time of the page will depend on the quality of your hosting package. You can check the loading time here: PageSpeed Insights.
Keep in mind, if your landing page takes too long to load, not only will you lose visitors, search engines also take loading time into account when ranking your site.
Landing Page Builders – NOT RECOMMENDED
This isn’t to say that those tools are bad – I’ve used all of them in the past but have switched over the the 2 mentioned above.
OptimizePress – Yes, it works just like any other WordPress page builder plugin, however, in my opinion the designs don’t look nearly as professional as the ones you’ll create with ThriveArchitect.
OptimizePress was the first page builder I’ve used – I then switched to using ThriveArchitect. Both come with a 30 day money back guarantee, so you can try at no risk.
“Looks” is something hard to describe but it always felt as if the landing pages designed with OptimizePress looked like the ones from 10 years ago in terms of design elements, etc.
Without going into too much detail, what are some basics of a good landing page?
Fast Loading Time. Clarity. Professional Design.
Use common sense & think about your own experience when visiting a product page. If the site takes too long to load, you probably leave in the meantime.
If you’re confused about what’s offered or what the specific terms are, you will either make the effort to find out the exact details (contact customer support) – most likely, you will simply leave the site and look for an alternative.
Lastly, if the site doesn’t look professional in terms of design, there’s always a bitter taste, á la “Is this site legit?” or “Is this site even safe?”
Talking about safety, I highly recommend you install a SSL certificate on your site. Not because it’s necessary from a safety standpoint, but simply because it conveys a certain level of trust.
You get that little green SSL lock icon and your site will start with HTTPS instead of HTTP. (Plus, nowadays search engines such as Google favor sites that use SSL certificates.)