We all have landing and sales pages we poured our heart and soul into that have failed to convert as expected.

We have tweaked, edited, and refined them until they are the world’s best landing and sales pages — or at least we think so.

This is something that will happen to everybody at some point in your digital marketing career. 

So how do we troubleshoot these low converting pages?

Before you start taking an ax to the sales page like a crazy lumberjack, here are a few things to check to determine what needs to be done and if anything needs to be done.

Step 1 – What is the length of the sales cycle?

Is this an impulse buy like the Kit Kat you grab while checking out at the grocery store and inhale before you walk back to the car?

Or does it take a few weeks or even months of mulling it over like when you were thinking about buying a house?

Unless this is an impulse buy, you need to wait at least one sales cycle before you start modifying the page unless you spot something horribly wrong when looking at the data.

Step 2 – Did you get the right traffic to the page?

All too often we see sales pages that have gotten hundreds of clicks but no conversions.

When you look through the traffic campaign you realize the people who saw the page didn’t necessarily have any context on what they were about to see and just clicked a blind ad.

Step 3 – Did the ad explain what they were about to see?

To test a sales page you need to make sure your ad spells out what they’re about to see, including the price and the offer, so there’s no doubt the person going to the page understands.

Step 4 – How long did they stay on the page and how much did they read?

One of the advantages of Google Analytics is you can determine if they are even remotely interested in your page by looking at the following:  

  • How long did they stay on the page?
  • What was the average scroll rate?
  • Did they return to the page later?
  • What else have they been looking at on your site?
  • What type of device and internet connection did they have?

Step 5 – Heat maps and HotJar

The next thing we need to look at is what the users did on the page.

  • How does your page display on each individual mobile device?
  • How does it look on desktop?
  • What part of the page caused people to leave?
  • Where were they clicking and what sections did they read?

I hope you’re running a split test so the next step would be to determine which landing page moved them to the next page inside of your funnel.

Bonus. Is it your checkout?

You would be shocked to realize that often the landing pages actually convert, and it’s the checkout page or cart page that creates the biggest problem.

  • Is the checkout currency their native currency?
  • Is it clear what they are getting when they check out?
  • Are there too many forms on the checkout page?
  • Are you using a no name or off brand payment processor that could be scaring people off?
  • Could there be a lack of overall confidence in the product?

When pages don’t convert these are some of the first things you need to check and determine if you need to make adjustments.

Maybe the landing page is working and it’s the next step in the funnel that’s creating the breakage.

I would love to hear how are you going to apply this to your business.

If you would like us to create high converting Facebook and Google ads, click the link below and let’s see what we can do together.


When your sales pages don’t convert don’t throw out the baby with the bathwater. Spend the time to make these small tweaks and you will be surprised at how fast you can turn things around.