10 Warning Signs That You Need A Landing Page Redesign

Brian Bojan Dordevic
About The Author

Brian Decoded

President at Alpha Efficiency

Join me at the forefront of web design and digital marketing innovation. I am obsessed with web design, business philosophy and marketing performance.
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Landing pages are the digital front doors to your business. They play a critical role in capturing the attention of potential customers and driving conversions. But what happens when your once-great landing page starts declining? It’s time for a landing page redesign.

In this article, Alpha Efficiency shares ten signs indicating it’s time to give your landing page a much-needed makeover.

As a digital marketing agency, we’ve seen it all: outdated designs, bad user experiences, and weak calls-to-action that leave visitors scratching their heads. That’s why we’ve compiled this guide to help you identify when your landing page needs a refresh. And there’s nothing to fear about the redesign process. Think of it as a powerful way to get your online presence back on track and boost your business.

So, buckle up and join us as we explore ten signs that scream, “It’s time for a landing page redesign!”

Table of Contents:
Discover signs that it's time for landing page redesign.

What Exactly Does Landing Page Redesign Mean?

A landing page redesign may sound daunting, but it doesn’t have to be! A redesign process includes analyzing, reimagining, and updating your landing page to serve your target audience better and help you achieve your business goals. It’s an opportunity to breathe new life into your online presence and ensure you’re putting your best foot forward.

However, it’s vital to understand that landing page redesign goes beyond simply tweaking a color scheme or updating a few images. It’s a comprehensive approach that looks at everything from the layout and user experience to the messaging and calls to action. A successful redesign project should align with your branding choices, engage your audience, and drive more conversions.

So, when redesigning a landing page, your primary goals will be to improve performance, enhance user experience, and align it with landing page best practices and any potential target audience changes. You must engage in conversion rate optimization activities to prime your landing page to deliver desired results.

If You Notice Any Of These 10 Signs It Might Be Time For Landing Page Redesign

In the following sections, we’ll dive deep into each of the ten warning signs indicating it’s time to redesign your landing page. You must stay proactive and tackle these issues head-on. It will help you transform your landing page into a high-converting, powerful marketing tool that supports your business goals. So let’s explore these warning signs:

High Bounce Rate – Don’t Let Your Visitors Slip Away

Bounce rate is one of those metrics that can give headaches even to the most seasoned digital marketers. It represents the percentage of visitors who leave your website without clicking anywhere. But what happens when your bounce rate starts to soar? It’s a clear sign that your landing page isn’t engaging visitors or encouraging them to explore further, and a landing page redesign might be just the solution you need.

Understanding the ideal bounce rate range can be tricky, as it varies across industries and depends on the specific goals of your landing page. According to Semrush, the average bounce rate for landing pages is between 60% and 90%.

However, our web design agency in Chicago never aims for the average. As a general benchmark to aim for, we use a bounce rate between 30% to 60% when designing landing pages. If your landing page’s bounce rate is consistently higher than this range, it’s time to look closely at the potential reasons.

Some common factors that contribute to a high bounce rate include:

  • Misaligned messaging: If your landing page’s content doesn’t match the expectations set by your ads or promotional materials, visitors may feel misled and leave immediately.
  • Poor design: An unappealing or outdated design can be off-putting to visitors, making them less likely to engage with your content or trust your brand. We’ll explore this problem later in the article.
  • Difficult navigation: If your landing page is cluttered or hard to navigate, users may struggle to find the necessary information and choose to leave.

It’s essential to address these issues during a landing page redesign. This will allow you to create a more engaging, user-friendly experience that encourages visitors to stick around and explore your website further.

Low Conversion Rates Are Preventing Your Bussines To Move Forward

Low landing page conversion rates can be disheartening for any business owner or designer. After all, the primary goal of a landing page is to convert visitors into leads or customers, right? If your landing page isn’t achieving this goal, it’s time to take action and consider a landing page redesign. But before doing this, it’s essential to know your industry’s average conversion rates.

If you set unrealistic expectations, you might end up in a loop of landing page redesigns that don’t deliver desired results. While conversion rates vary a lot from industry to industry, a good benchmark to aim for is between 3% to 6%. However, keep in mind that top-performing landing pages in specific industries can achieve conversion rates of 10% or higher. Still, if you’re creating a B2B landing page design, don’t expect to achieve such conversion rates.

Several factors can influence your landing page’s conversion rates. You must make design changes only after identifying the most likely issue.

For example, you might realize that your landing page’s content and design don’t resonate with your target audience. In such case, it’s worth testing different variations to see which brings the best results. Sometimes minor changes are enough to get you back on track. And other times, you’ll need a complete landing page redesign to boost conversion rates and build customer loyalty.

Your Landing Page Looks Outdated

Things are changing fast in the modern world, and new trends arise at the speed of light. And the first impression matters more than ever. An outdated design is often a core problem behind underperforming landing pages in such an environment. It harms your brand’s image and negatively impacts user experience and conversions.

However, modern doesn’t mean cluttered or flashy. It’s all about keeping up with the latest UI/UX design trends.

A visually appealing and modern design helps you capture your audience’s attention and establish trust. On the other hand, an outdated design will make your business appear unprofessional or untrustworthy. It might lead potential customers to look elsewhere for solutions to their problems.

Here are some signs that you urgently need a landing page redesign:

  • Overuse of stock imagery: Today’s users prefer authentic, high-quality visuals that reflect your brand’s personality. So replace generic stock images with custom graphics, illustrations, or professional photography.
  • Cluttered layout: Modern design favors simplicity and clear hierarchy. And this is not only for aesthetical reasons. A clean web layout makes it easy for users to navigate and find the information they need. As a result, redesigning your landing page to make it less cluttered can boost the user experience.
  • Outdated typography: Using outdated fonts or poor typography makes your landing page appear dated and unprofessional. So choose modern, legible fonts that align with your branding and enhance the overall aesthetics of your landing page.
  • Inconsistency with current branding: If your landing page design doesn’t align with your latest branding choices, it can confuse your visitors. Stay tuned, as we’ll help you identify whether such inconsistencies are causing a problem for your landing pages.

To understand the difference between various types of pages, take a look at our article on landing page vs splash page.

An image showing a visitor who ignores call to action on a landing page.

Visitors Ignore Your Call-To-Action

A powerful call-to-action (CTA) is the cornerstone of any high-performing landing page. Whether you want your visitors to sign up for a newsletter, download a resource, or make a purchase, your CTA bridges the gap between your content and the desired outcome. Once you start experimenting, you’ll realize how big of a difference-maker a powerful CTA can be.

But let’s explore the other end of the spectrum – visitors ignoring your call to action. There could be several underlying issues that are causing this:

  • Lack of visibility: It is difficult for visitors to spot a CTA that is hidden among other elements on your landing page. Simply placing it in a more prominent place can significantly improve results.
  • Unclear messaging: Your CTAs need to clarify to visitors what they can expect and why they should take action. Avoid vague or generic messaging. Use strong action words. And most importantly – don’t leave any room for doubt.
  • Weak design: A poorly designed CTA button usually fails to capture visitors’ attention and interest. Finding the perfect balance between creativity and proven strategies is crucial when performing a landing page redesign.

Your Landing Pages Are Not Optimized For Mobile Devices

If your landing page is not mobile-friendly, you risk losing a substantial portion of your audience and potential conversions. Research suggests that over 50% of global web traffic comes from mobile devices. It is now clear that more and more users rely on their smartphones and tablets to browse the internet.

Google has also adopted a mobile-first indexing approach. This means that the most popular search engine primarily uses the mobile version of your site for ranking purposes. Consequently, a landing page with poor mobile responsiveness can negatively impact your search rankings and overall online visibility.

If you notice any of the following issues, it’s time to prioritize mobile optimization and engage in the landing page redesign process:

  • Difficult navigation
  • Illegible text
  • Misaligned or overlapping elements
  • Slow loading time on mobile devices

Solving these issues is key to delivering exceptional experience for prospective customers, regardless of their device.

It Takes Ages For Your Landing Page To Load

When browsing the internet, we have the luxury of being able to travel to any digital destination. And some sites demonstrate their warmth by opening their doors to us within a second or two. But is your landing page up to speed?

A slow-loading landing page can frustrate your visitors, increase bounce rates, and hurt your conversions. With every second of delay, you risk losing potential customers. And your brand reputation is at stake too.

So pay close attention to the factors that contribute to slow-loading landing pages:

  • Unoptimized images: Large, high-resolution images can significantly increase page load times if not properly optimized. During landing page redesign, compress and resize images to reduce file size without sacrificing quality.
  • Excessive use of scripts and plugins: Loading numerous scripts, plugins, and third-party tools can create delays and slow down your site. It’s essential to audit your site to identify any unnecessary or outdated scripts and plugins. Then remove or replace these plugins to streamline your page’s performance.
  • Poorly coded landing page templates: Yes, using pre-built landing page templates and drag-and-drop editors can save time. But such templates are usually poorly coded. As a result, they lead to slower load times and potential compatibility issues. If you’ve run into such a problem, we strongly advise you to work with a lead designer to create a custom design that prioritizes speed and performance.
A confused man scrolling through a landing page.

People Easily Get Confused While Exploring Your Landing Page

A clear and straightforward user experience is vital for the success of your landing page design project. If visitors struggle to understand your content, find the information they want, or navigate your page, they’re less likely to convert. Take a bad user experience as a warning sign that it’s time for a landing page redesign.

A well-designed landing page should guide your visitors through a straightforward, intuitive journey, ultimately leading them to take the desired action. But it can be hard to nail it without conducting various tests with carefully picked user groups. It would help if you also utilized various UX research tools to inform your design choices.

A professional landing page redesign can help you make your page more user-friendly and easy to navigate. It’s crucial to reduce confusion and keep visitors engaged. Include only essential landing page elements to ensure people don’t get distracted.

You’ve Changed Your Branding, And Your Landing Page Doesn’t Reflect That

Rebranding is a great way to give fresh air to your business to breathe. It also helps you adapt your marketing efforts for years to come. But have you recently undergone a rebranding or updated your brand visual identity?

If the answer is positive, it’s crucial to ensure your landing page reflects these changes. A consistent and cohesive brand presence helps build trust with your audience, reinforces your brand message, and helps you stand out.

All successful businesses maintain a consistent visual identity across all touchpoints. That’s why, if you notice any of the following issues, it may be time to redesign your landing pages to align with your updated branding:

  • Mismatched color scheme: If you notice that your landing page uses colors that are n longer part of your brand’s color palette, you must remove them. A landing page redesign gives you a chance to apply new brand colors and create a cohesive visual experience.
  • There’s an old logo on your landing page: If your landing page still features an old version of your logo, there’s not much time left before it starts generating confusion among your potential customers. You must update your logo to maintain brand recognition and consistency.
  • Inconsistent typography: Have you changed the fonts used in your branding materials? Redesign your landing page to reflect those changes. Updating fonts for all text elements on your landing page will ensure a consistent look and feel.

It’s never a bright idea to underestimate the power of consistent branding. Creating a unified, professional, and memorable brand experience for your visitors will boost trust and conversion. So don’t wait any longer before executing your landing page redesign project.

Lack of Social Proof Means You’re Not Leveraging The Power of Trust And Credibility

In digital marketing, social proof is a powerful tool for building trust and credibility with your target audience. You can establish a sense of authority and trustworthiness much more quickly by showcasing positive reviews, testimonials, or endorsements.

People are more likely to trust the opinions of others, especially when making decisions about purchasing products or services. By incorporating social proof on your landing page, you can tap into this psychological phenomenon and sway visitors in favor of taking action.

If your landing page is missing the following social proof elements, it’s time to reevaluate your design:

  • Testimonials or reviews: The absence of positive feedback from satisfied customers always raises a red flag for your visitors. During your landing page redesign, add a section featuring genuine, persuasive testimonials from previous customers, highlighting the benefits and results they experienced.
  • Client logos or endorsements: Failing to showcase your partnerships or collaborations with reputable brands can limit your credibility. This is especially true if you’re a B2B company. If you’re starting out and don’t have any partnership yet, it’s not the end of the world. Still, client logos are a great feature to include on your landing page, demonstrating your brand’s credibility and the trust other reputable companies place in you.
  • Social media engagement: Potential customers love to gauge your brand’s popularity and authority. They also love to see that you take time to interact with customers on social media. You can highlight positive mentions of your products or services on social media and share success stories from your previous customers to build trust with future ones.
Landing page tracking and analytics help you find out how visitors behave and find potential areas of improvement. If you didn't set it up properly, it's time for landing page redesign.

Inadequate Tracking and Analytics

Knowledge is power. Tracking and analyzing your landing page’s performance is a must if you want to gather valuable insights that will help you make smarter design decisions.

If your landing page doesn’t have tracking codes or analytics tools to measure its performance, take it as a warning sign. You’re missing a significant opportunity to understand your online presence better. But even if you’ve already done this, ensure your analytics data isn’t missing critical information. Working with a Google Analytics consultant might prove beneficial.

Proper tracking provides a wealth of information, answering questions like:

  • Which traffic sources bring the most conversions?
  • What elements of your landing page are most effective in driving conversions?
  • How do different design variations compare in terms of performance?

To get started (if you’re a WordPress user), read our guide on installing HubSpot tracking code in a WordPress website. This will allow you to identify potential bottlenecks and make better design choices that drive results.

How Often Do You Need To Redesign a Landing Page?

There’s no correct answer to this. Deciding when it’s time for a landing page redesign is entirely up to you. But is your page already underperforming? Then each day that passes means a lost opportunity for you to connect with your target audience meaningfully.

It’s essential to strike a balance between consistency and innovation. So, if you’re still wondering whether you should engage in a landing page redesign, analyze the following factors:

  • Your business goals: If your business goals, products, or services have significantly changed since you launched your landing page, it’s crucial to update them to reflect these developments.
  • Target audience changes: If you decide to expand your target audience or if you’ve discovered new insights about your audience’s preferences, a redesign might be necessary. It will allow you to address their needs and pain points better.
  • Trends within your industry: Keep an eye on industry trends. If your competitors are changing their designs, using new technology, or following innovative marketing practices, consider updating your landing page to stay ahead of the curve. For example, you can use AI tools for digital marketing to boost your landing page.

Also, it’s essential to regularly review your landing page to identify and address minor issues. Check for broken links, outdated content, or design inconsistencies. You can do this monthly or quarterly, depending on your business needs and resources. Consider it a minor redesign.

On the other hand, consider performing a major landing page redesign every 2-3 years. It will help you adjust your landing page to new trends, technologies, and your business progress.

Conclusion

Have you noticed any of these warning signs within your digital environment? A landing page redesign can help you keep your site fresh, engaging, and optimized for conversions. Remember, a successful landing page will help you tame high bounce rates, low conversion rates, and outdated design and help you stay in tune with your target audience’s preferences and industry trends.

If you’re unsure where to begin or need professional help with your landing page redesign, consider reaching out to a team of experts who specialize in landing page design services. With our expertise and guidance, you can transform your landing page into a powerful marketing tool that delivers results.

Our landing page redesign process starts with a thorough analysis of your current landing page’s performance to identify areas for improvement. Next, our design team will create a fresh look that aligns with your brand and resonates with your target audience. Once the design concepts are ready, the process moves to prototyping and testing in the staging environment. This helps us ensure everything works as intended.

Throughout the redesign process, we offer you co-creation sessions. This way, we can incorporate your feedback and refine the design until it’s perfect. Finally, with funnel tracking in place, we’ll monitor your new landing page’s performance, making adjustments to ensure continuous success.

To get started, feel free to schedule a call with Alpha Efficiency today.

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