Is your landing page the problem?

Written By Rachel Hansen

You go to look at how your social and digital ads are performing and… nothing. No conversions. It easy is to start blaming your the ad platform, creative, or even targeting, but your landing page might be the problem.

Choosing the right landing page

Choosing the optimal landing page for your campaign is key to its success especially if you are optimizing your campaigns based on conversions on your website.
Here are a few things to consider:

  • Does the ad imply certain information will be on the page?

  • Does the page provide that information?

  • Is there something for the user to do when they get to the page?

  • Is landing page content to specific based on the targeting or creative of my ad?

  • Is the landing page content to broad based on the targeting or creative of my ad?


Curating a clear user journey

Once you have answered all of the answered above, you can move on to ensuring that your customers have a clear journey to your site and quick access to the actions you want them to take.

Steps you can take to improve this include:

  • adding links to other pages or resources where applicable

  • moving high value conversion actions higher on the page

  • including anchor links so users can jump to their desired content

  • make sure colors and images are accessible

  • optimizing design for shorter pages and reducing the need to scroll

  • ensuring images are relevant to the content

Ensuring your ad platform knows your conversions

If your ad platform isn’t told what your conversions are on your site, it won’t know what to optimize toward. You can do this by setting up pixels, floodlights, or code snippets that are pushed from the platform and placed on your site or in a container management system like Google Tag Manager. These pieces of code allow the ad platform and your site to talk to one another and your site can inform the platform on user behavior. On top of the ad platform being able to automatically optimize and serve ads to users who are more likely to take action on your site, you are also able to more clearly see what ads are performing best and manually adjust your strategy accordingly.

Rachel Hansen