I have viewed hundreds of ads, landing pages and other ways to get visitors to sign up or buy as a regular ad viewer since 2004. I've seen everything. I list here possible reasons for non-conversions starting with functionality of your page.
(1) Your page is not loading for your intended audience.
- Check to be sure your page loads for all major browsers and platforms.
- Check for loading speed. (Your visitors may not have a fast ISP like you.)
- If your ad normally loads in a frame (for ad viewing programs), your signup or sales functions may not work. Use a simple splash page if that is the case.
- Your page may be having loading issues with your visitors that you cannot see. Check your site page stats on your web host. Are all your pages loading?
Run a test to be sure your sale process works.
(3) Sign up process is not working.
Test your sign up using one of your email accounts.
(4) Page is not readable.
I sometimes see pages that cannot be read due to layout. Text is sometimes too large or too small. It may be too wide. Since browsers went to having tabs, fewer visitors are on a single web page and so do not narrow their page to read wide layout articles. Study layout fundamentals that newspapers and magazines use and understand how that works. Design your page to be readable by most people in your language. Browsers have the means to increase or decrease font size so focus on setting correct font dimensions to fit column or box size.
(5) Colors or color combination is not working.
Choosing a color theme is one of the most difficult parts of designing a converting page. Browsers can vary how color and objects are rendered in the views of each of your visitors. In general choose, simple and contrasting colors not likely to be an issue. (Red & brown don't work together for example.) Here's a very useful color palette selection site that does more than provide color codes.
Color Combinations | Color Schemes | Color Palettes
(6) Images not loading.
Your image may be too large. Do not use a raw camera image as your wallpaper. It's too much to load. Or there may be a file naming problem you have overlooked. Filenames on your web host are case sensitive and should not have spaces. You might have to rename the extension. Some Windows programs or your camera may save your image as ".JPG". Rename it to ".jpg" because for me a file extension in all caps is annoying.
(7) Video is not loading.
Check to see if your video is still available. Some readers may block videos of some types of content. YouTube has new security features by default that may be restricting views of some of your visitors. If you are having that issue, that's an excellent Quora question to ask.
(8) Page loading issues (assorted forms of non-loading).
Referral link not formed properly.
If page is referenced by a referral link, be sure that the link is correct. There should be no spaces in the link. Check with your program for the correct link if in doubt.
Web host suspended.
I get that one sometimes. The page owner needs to pay the bill or has violated TOS.
Redirect Errors.
Some advertisers use redirection to change target page to intended landing page. If you are promoting some other program page that you do not own, this may be a problem if your program does not accept redirection.
Bandwidth Exceeded.
Traffic was too much for hosting service.
Increase web host service if this occurs. Or you can reduce your landing page size.
Authentication Required. (I just got this now.)
Landing page is to a secure area on your site (or the site of your program). Do not reference a page behind a wall that requires membership or payment to access.
Account Has Been Suspended.
If you are in an affiliate program, check the status of your membership.
Affiliate Product or Service No Longer Available.
Check that the merchant is still active in your affiliate program. Your Amazon merchant may have run out of the product for example.
Cloudflare Page
Your visitors might be getting this if your site is getting the wrong traffic (spam or DDOS attack). Check the quality of your traffic with your host stats. Check your WordPress for unwanted spammers. If you are getting this, here's an excellent Quora question to post.
(9) Email Sales Channel Issues
If your conversion depends upon a working email subscription, be sure to test that. Make sure your email can be read. Always have a text only version of your email that's brief and easy to read. Keep your email list fresh and current. Do not put too many links in your emails. Keep email topic focused on your message and make it clear what your reader is supposed to do. (signup, buy something, watch a video or just read your blog content)
(10) Branding & Marketing Issues
Most advertisers use something to make the ad stand out such as a character, humor, a cartoon, eye-grabbing photo or anything to appeal to emotions. If you are offering food, you get the best photo of that food. Examine your page and determine how it can be improved so it stands out. Post a Quora question if you think this is your problem.
(10) It might be the product or service being offered.
This is where you need to take a critical look at your offer and determine how marketable it really is. Read all reviews, both positive and negative. Perhaps the price is too high for your visitors. Maybe you need to start with something smaller (trial size). Or is there something that can be for free (free signup)? Or it might be you are targeting the wrong audience. Build a fan page first to get that audience and then target those people.
One way to become a better advertiser is to view the ads of others. I have done this since 2004 with ad viewing programs. I summarize my experience on this page where you can find a variety of different advertiser types and tips where to go to find professional marketing help. There are many free or low cost ways of testing your ad landing pages before paying bigger advertisers after you know it works.
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