With pay per click marketing campaigns becoming increasingly competitive, it has never been more important for your company to quickly and efficiently convert leads from your landing pages into paying customers. While there are many unique individual factors that will determine your ability to perform this successfully, this article discusses the top five most important ways that every company should be performing as a method to increase your conversion rates. We have included the article based on a case study from a professional services company.
Split-testing is a given for any campaign and fundamental requirement when performing any landing page. The success of a landing page is measured by goals that are unique to your business. For instance, one company that has business plan writers has a very long lead-time and most leads to not contact the company the first time on the page. Instead, they measure other performance variables in order to determine the effectiveness of the landing page. A company with a much faster decision time, such as one selling a $10.00 EBook may measure the checkout rate or contact form submission level. Even minor changes to the landing page can make a substantial difference, so it is important to perform split testing in a conservative manner.
Use AdWords Remarketing
Remarketing is a given for any campaign, but surprisingly, many companies are not performing it. Remarketing uses the cookies from your website to track visitors while browsing on other websites and continues showing advertisements to those that have previously visited your website. In other words, when someone visits your landing page, you can continue to show them advertisements up to thirty days after their visit. This is ideal in industries with long buying cycles where customers may take up to several weeks to finalize a purchase decision.
Test Mobile Compatibility
Approximately 50% of web traffic is from mobile technology, but a large amount of landing pages are not mobile friendly. The most sophisticated websites create entirely separate landing pages that are individually split-tested for mobile site traffic. In order for a website to be considered mobile friendly, your company will need to analyze it using the Google mobile friendly site test. The conversion rates may even be structured differently for mobile, for instance customers may be more likely to make a call rather than complete a contact form, so the landing page should focus on getting users to call in rather than having a contact form submission or chat with an online representative.
Setup Conversion Tracking
It is easy to get carried away with the budget when seeing the demand building from the product launch campaign, or being restrictive when you see other expenses piling up. However, since you are sticking to a pre-defined schedule, any adjustment to it along the way is likely to be made with less rationality than the pre-planned event. Obviously if you are receiving daily collections calls and your company is being liquidated, it may be a good idea to re-structure your product launch budget. However, in most circumstances, short-term volatility should have very little impact on the long-term schedule and implementation of your product launch budget.
Keep it Simple
It is common knowledge that users do not like to be bombarded with information about anything. Even articles that they enjoy reading must be segmented and summarized in order to focus on communicating the most important points with so many other things competing for their attention when online from phone calls to Skype messages, desktop notifications, and Emails. Keep the message simple and focused on your most important value proposition in the most concise format possible using images, videos, and very straightforward ad copy.
There are a nearly infinite number of variables that combine to impact the success of your landing page that combine with other catalysts to boost business performance. Even the success can be relatively arbitrary as some are designed to increase user interaction, whereas others seek a checkout, or completion of a contact form. The first step in structuring a successful landing page is to determine your goals well in advance, followed-up by these five things that will help you to outperform your competitors and consistently remain ahead of the curve when it comes to having higher conversion rates and greater return on marketing spend.