Why Your Landing Page Isn't Converting (And How to Fix It)
You're getting traffic but not conversions. Here are the 12 most common reasons why landing pages fail—and exactly how to fix each one.
You've built a landing page. You're driving traffic to it. But your conversion rate is stuck at 1-2% (or worse). You're not alone—most landing pages have serious conversion problems that are costing them thousands in lost revenue.
The good news? Most conversion problems fall into a few common categories, and they're fixable. We've analyzed thousands of landing pages and identified the 12 most common conversion killers. If your landing page isn't converting, one (or more) of these issues is likely the culprit.
Quick Reality Check:
The average landing page conversion rate is 2.35%. The top 25% of landing pages convert at 5.31% or higher. If you're below 2%, you have significant optimization opportunities. If you're above 5%, you're doing better than most—but there's still room to improve.
The 12 Most Common Conversion Killers
1. Your Value Proposition Is Unclear
Common Symptom: Visitors leave within 5-10 seconds without scrolling
Why This Kills Conversions:
If visitors can't immediately understand what you offer and why it matters to them, they'll leave. Your value proposition should answer three questions within 3 seconds: What is this? Who is it for? Why should I care?
How to Fix It:
- ✓Write a benefit-driven headline that focuses on outcomes, not features
- ✓Use a supporting subheadline that addresses a specific pain point
- ✓Test your headline with the '5-second test'—show it to someone for 5 seconds and ask what you offer
- ✓Remove jargon and industry buzzwords that confuse visitors
Real Example:
❌ BEFORE:
"Revolutionary SaaS Platform for Modern Enterprises"
✓ AFTER:
"Cut Your Customer Support Time in Half with AI-Powered Responses"
📈 IMPACT:
The 'after' version tells you exactly what it does and the specific benefit you'll get.
2. Your Page Loads Too Slowly
Common Symptom: High bounce rate, especially on mobile devices
Why This Kills Conversions:
53% of mobile users abandon pages that take longer than 3 seconds to load. Every additional second of load time can decrease conversions by 7%. Slow pages don't just frustrate users—they actively cost you money.
How to Fix It:
- ✓Compress and optimize all images (use WebP format, aim for under 100KB per image)
- ✓Enable browser caching and use a CDN
- ✓Minimize JavaScript and CSS files
- ✓Remove unnecessary third-party scripts and plugins
- ✓Test your speed with Google PageSpeed Insights and aim for a score above 90
Real Example:
❌ BEFORE:
5.2 second load time with 3MB of uncompressed images
✓ AFTER:
1.8 second load time with optimized images and lazy loading
📈 IMPACT:
A 3.4 second improvement can increase conversion rates by 20-30%.
3. Your CTA Isn't Clear or Compelling
Common Symptom: People scroll through your page but don't click your CTA
Why This Kills Conversions:
Your call-to-action is where conversions happen. If your CTA button says 'Submit' or 'Learn More,' you're leaving money on the table. Weak CTAs don't create urgency or communicate value.
How to Fix It:
- ✓Use action-oriented, specific language ("Get My Free Audit" not "Submit")
- ✓Make your CTA button visually prominent with contrasting colors
- ✓Add friction reducers near the CTA ("No credit card required", "Free forever")
- ✓Place CTAs at multiple points on long pages
- ✓Test different CTA copy—small changes can have big impacts
Real Example:
❌ BEFORE:
Gray button with "Learn More" text
✓ AFTER:
Bright blue button with "Start My Free 14-Day Trial" + "No credit card required" underneath
📈 IMPACT:
Specific, value-focused CTAs can increase click-through rates by 40-90%.
4. You're Asking for Too Much Information
Common Symptom: Users start filling out your form but abandon before submitting
Why This Kills Conversions:
Every form field you add decreases conversion rate. Research shows that reducing form fields from 11 to 4 can increase conversions by 120%. People are protective of their information—only ask for what you absolutely need.
How to Fix It:
- ✓Remove any fields that aren't essential for the initial conversion
- ✓Consider a two-step form: collect email first, then additional details
- ✓Use smart defaults and auto-fill where possible
- ✓Explain why you need each piece of information
- ✓For B2B, consider progressive profiling—collect more data over time
Real Example:
❌ BEFORE:
Form asking for: name, email, phone, company, job title, company size, budget, timeline
✓ AFTER:
Form asking for: email only (or email + name)
📈 IMPACT:
Reducing from 8 fields to 1-2 can double or triple conversion rates.
5. Your Page Isn't Mobile-Friendly
Common Symptom: Desktop conversions are fine, but mobile conversions are terrible
Why This Kills Conversions:
Over 50% of web traffic comes from mobile devices. If your landing page doesn't work perfectly on mobile—readable text, tappable buttons, no horizontal scrolling—you're losing half your potential conversions.
How to Fix It:
- ✓Test your page on actual mobile devices, not just browser resize
- ✓Ensure text is at least 16px and readable without zooming
- ✓Make buttons large enough to tap easily (minimum 44x44 pixels)
- ✓Simplify navigation and reduce content for mobile
- ✓Test forms on mobile—they should be easy to complete with thumbs
Real Example:
❌ BEFORE:
Desktop-designed page with tiny text and buttons that require pinch-to-zoom
✓ AFTER:
Responsive design with large, tappable elements and readable text
📈 IMPACT:
Proper mobile optimization can increase mobile conversions by 100-200%.
6. You Have No Trust Signals
Common Symptom: Traffic is good but conversion rate is below 2%
Why This Kills Conversions:
People won't convert if they don't trust you. Without testimonials, reviews, security badges, or recognizable client logos, visitors have no reason to believe you'll deliver on your promises.
How to Fix It:
- ✓Add customer testimonials with real names, photos, and companies
- ✓Display logos of recognizable clients or partners
- ✓Show specific numbers ("10,000+ customers" not "thousands")
- ✓Include security badges if collecting payment information
- ✓Add case studies or success stories with measurable results
Real Example:
❌ BEFORE:
No social proof, testimonials, or trust indicators anywhere on the page
✓ AFTER:
Customer testimonials with photos, "Trusted by 12,000+ marketers", and client logos above the fold
📈 IMPACT:
Adding strong social proof can increase conversions by 15-30%.
7. Your Messaging Is Feature-Focused, Not Benefit-Focused
Common Symptom: High bounce rate despite clear design and fast loading
Why This Kills Conversions:
Users don't care about your features—they care about what those features will do for them. Listing '50+ integrations' means nothing. Saying 'Connect all your tools in one click' shows the benefit.
How to Fix It:
- ✓For every feature, ask 'So what?' until you reach the real benefit
- ✓Focus on outcomes and results, not specifications
- ✓Use 'you' language, not 'we' language
- ✓Address pain points before presenting solutions
- ✓Show the transformation: before vs. after using your product
Real Example:
❌ BEFORE:
"Our platform includes advanced analytics, 50+ integrations, and enterprise-grade security"
✓ AFTER:
"Make data-driven decisions in minutes, not days—without switching between 10 different tools"
📈 IMPACT:
Benefit-focused copy resonates emotionally and can increase conversions by 20-40%.
8. You're Targeting the Wrong Traffic
Common Symptom: Good traffic volume but very low conversion rate (under 1%)
Why This Kills Conversions:
If your landing page is optimized but still not converting, you might be sending the wrong people to it. Cold traffic from broad keywords won't convert like warm traffic from targeted campaigns.
How to Fix It:
- ✓Review your traffic sources—where are low-converting visitors coming from?
- ✓Ensure your ad copy matches your landing page message (message match)
- ✓Create separate landing pages for different audience segments
- ✓Use negative keywords in paid campaigns to filter out irrelevant traffic
- ✓Consider your traffic temperature: cold, warm, or hot traffic needs different approaches
Real Example:
❌ BEFORE:
Running ads for 'marketing software' (broad) and sending everyone to the same generic page
✓ AFTER:
Separate landing pages for 'email marketing software' and 'social media management' with targeted messaging
📈 IMPACT:
Targeted landing pages for specific audiences can increase conversions by 50-100%.
9. Your Page Has Too Many Distractions
Common Symptom: People click around but don't complete the main conversion action
Why This Kills Conversions:
Navigation menus, multiple CTAs, external links, and sidebar content give visitors too many options. Every additional choice decreases the likelihood they'll take your primary action.
How to Fix It:
- ✓Remove navigation menus on dedicated landing pages
- ✓Have ONE primary CTA (secondary actions should be visually de-emphasized)
- ✓Remove or minimize links that take users away from your conversion goal
- ✓Eliminate unnecessary widgets, pop-ups, and chat boxes
- ✓Follow the principle: one page, one goal
Real Example:
❌ BEFORE:
Full navigation menu, sidebar with 5 links, 3 different CTA buttons, chat widget, and newsletter popup
✓ AFTER:
No navigation, one clear CTA, minimal distractions, focused content
📈 IMPACT:
Removing distractions can increase conversions by 10-25%.
10. You Don't Address Objections
Common Symptom: People read your page but hesitate at the conversion point
Why This Kills Conversions:
Every visitor has objections: 'Is this too expensive?' 'What if it doesn't work?' 'Can I cancel?' If you don't proactively address these concerns, they become barriers to conversion.
How to Fix It:
- ✓Add an FAQ section addressing common concerns
- ✓Include friction reducers: 'No credit card required', 'Cancel anytime', 'Money-back guarantee'
- ✓Show risk reversal: free trials, demos, or money-back guarantees
- ✓Address the 'what if it doesn't work' objection with case studies
- ✓Be transparent about pricing, terms, and commitments
Real Example:
❌ BEFORE:
No mention of pricing, trial terms, or what happens after signup
✓ AFTER:
"Start free 14-day trial • No credit card required • Cancel anytime" + FAQ section
📈 IMPACT:
Addressing objections upfront can increase conversions by 15-30%.
11. Your Design Looks Unprofessional or Outdated
Common Symptom: High bounce rate, especially from B2B or high-value prospects
Why This Kills Conversions:
People judge credibility in milliseconds. If your landing page looks like it was built in 2010, visitors will question whether your product is equally outdated. Design quality signals product quality.
How to Fix It:
- ✓Use a clean, modern design with plenty of white space
- ✓Ensure consistent branding (colors, fonts, imagery)
- ✓Use high-quality images and graphics (no pixelated or stretched images)
- ✓Maintain proper visual hierarchy with clear headings and structure
- ✓Consider hiring a designer if design isn't your strength
Real Example:
❌ BEFORE:
Cluttered layout, multiple fonts, low-quality stock photos, inconsistent colors
✓ AFTER:
Clean, modern design with consistent branding, professional imagery, and clear hierarchy
📈 IMPACT:
Professional design can increase perceived credibility and conversions by 20-40%.
12. You're Not Testing or Measuring Results
Common Symptom: You don't actually know why your page isn't converting
Why This Kills Conversions:
If you're not tracking conversions, analyzing user behavior, or testing variations, you're flying blind. You might be fixing the wrong problems while ignoring the real issues.
How to Fix It:
- ✓Set up proper conversion tracking in Google Analytics or your analytics tool
- ✓Install heatmap and session recording tools (like Microsoft Clarity)
- ✓Run A/B tests on high-impact elements (headline, CTA, form length)
- ✓Monitor where users drop off in your conversion funnel
- ✓Survey users who don't convert to understand why
Real Example:
❌ BEFORE:
No analytics, no testing, just guessing what might work
✓ AFTER:
Conversion tracking, heatmaps showing where users click, A/B tests running on headline variations
📈 IMPACT:
Data-driven optimization consistently outperforms guesswork by 50-100%.
You can't fix everything at once. Here's how to prioritize based on impact and effort:
These are actively costing you conversions right now:
- 1.Unclear value proposition
- 2.Slow page load speed (over 3 seconds)
- 3.Weak or unclear CTA
- 4.Mobile responsiveness issues
Important optimizations that will significantly improve results:
- 5.Too many form fields
- 6.Missing trust signals
- 7.Feature-focused instead of benefit-focused messaging
- 8.Wrong traffic targeting
Optimizations that add polish and incremental improvements:
- 9.Too many distractions on the page
- 10.Unaddressed objections
- 11.Unprofessional or outdated design
- 12.No testing or measurement
Don't have time for a complete overhaul? Start with these high-impact, low-effort changes:
Change Your CTA Button Text
Replace "Submit" or "Learn More" with action-oriented, specific text like "Get My Free Audit" or "Start Free Trial". Takes 2 minutes, can increase conversions by 20-40%.
Add "No Credit Card Required" Near Your CTA
This simple friction reducer addresses a major objection. Takes 30 seconds, can increase conversions by 10-15%.
Compress Your Images
Run your images through TinyPNG or similar. If your page loads faster, conversions go up. Takes 10 minutes, can improve load time by 50%+.
Remove One Form Field
Every field you remove increases conversion rate. Start by removing the least essential field. Takes 1 minute, can increase conversions by 10-20%.
Add One Customer Testimonial Above the Fold
Include a real name, photo, and specific result. Social proof builds trust immediately. Takes 15 minutes, can increase conversions by 15-30%.
Reading about problems is one thing—knowing which ones affect YOUR landing page is another. Here's how to diagnose your specific issues:
Check Your Analytics
- • High bounce rate (over 70%)? → Value proposition or speed issue
- • Low time on page (under 30 sec)? → Unclear messaging
- • Mobile bounce higher than desktop? → Mobile optimization issue
- • Form starts but not completions? → Too many fields
Use Heatmaps
- • No clicks on CTA? → CTA visibility or copy issue
- • Users clicking non-clickable elements? → Confusing design
- • Not scrolling past hero? → Weak headline
- • Rage clicks on form? → Form usability issue
Test Page Speed
- • Use Google PageSpeed Insights
- • Score under 50? → Critical speed issue
- • Score 50-89? → Room for improvement
- • Score 90+? → Speed is probably not your issue
Ask Real Users
- • Show your page to 5 people for 5 seconds
- • Ask: "What does this page offer?"
- • If they can't answer → Value proposition issue
- • Ask: "What would stop you from signing up?"
If your landing page isn't converting, it's not because conversion optimization is mysterious or complicated. In 90% of cases, it's one of these 12 common, fixable problems.
The key is identifying which problems affect YOUR page and fixing them systematically. Start with the Critical Impact issues—unclear value proposition, slow load speed, weak CTA, and mobile problems. These alone can double or triple your conversion rate.
Don't try to fix everything at once. Pick one issue, implement the fix, measure the results, then move to the next. Consistent, incremental improvements compound over time.
Remember: A 1% improvement in conversion rate can mean thousands in additional revenue. Every fix matters.
Start optimizing today. Your future self (and your revenue) will thank you.