Finally switched my landing page copy after 6 months of bad results

Spent half a year getting 2% conversion rates on a landing page I was sure was perfect. A guy in the Houston marketers meetup ran a quick heatmap test and showed me 90% of visitors never scrolled past the second paragraph. How do you decide when to kill a page that you've put a lot of work into?

4 comments

4 Comments

nguyen.morgan10d ago

Yeah I used to think you just had to ride it out and tweak little things, but seeing actual proof that people weren't even reading my stuff totally changed my mind about holding onto pages too long.

susan_adams10d ago

Isn't a 2% conversion rate pretty normal though?

sage_moore3710d ago

Oh man, I used to think the same thing! Honestly I was stuck at like 1.8-2% for months and thought that was just how it worked. But once I actually started testing different layouts and copy styles I realized the issue was my pages were way too cluttered and slow. I switched to way simpler pages with less text and the rate jumped to like 4.5% pretty fast. So no, 2% is not set in stone if you're willing to try some bigger changes.

shane_hayes7d ago

Wait, 90% of people didn't scroll past the second paragraph? That's insane. Who writes a landing page and doesn't realize their entire pitch is invisible? Like, what did the analytics even show before that test, just bounce rate and nothing else? @sage_moore37 is right though, I've seen that same crap happen to other people I know. You spend weeks polishing the first two paragraphs and the whole rest of the page is just dead weight nobody ever sees. How do you bounce back from that, man? I'd be pissed I wasted half a year on something nobody even looked at.