Users will always have objections before they convert on your landing page. These objections are a natural part of the buying process and you should learn to smash through them to get your conversions. Be thankful that users have objections – if they didn’t they would simply enter their credit card information on every landing page they came across and our economy would fall apart amid a sea of fraud. As a savvy business person it is your job to understand these objections and dismantle them on the landing pages you send your users to. Objections encompass security concerns, monetary concerns, and a variety of other concerns. When a user enters your site from a PPC ad the only information they have to make decisions with are your companies ad and your companies landing page. This lack of information means that from the user’s point of view, it is better to be safe than sorry. The objections they have just keep them safe. We cannot address every objection that comes up when a user arrives on your companies landing page, but in this blog we do address three common objections we encounter in a our daily PPC management. It doesn’t matter what industry or vertical your company competes in, you need to understand the rationale behind these objections and how to smash through them on your landing page.

Objection #1 Users Object to Providing Information on Your Form

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Image courtesy of Funny Stuff 4 U 

Many users object when it comes to time to fill out a form and provide personally identifying information. This is a logical objection, and it stems from the way seedy Internet companies abuse this information. Think from your own experience: how many times have you filled out a form on a page only to be bombarded with unwanted emails and phone calls? Even worse than one company bombarding you is if your personal information is sold to a marketing mailing list company. If that happens be prepared to receive an avalanche of spam mail.To smash through this objection, you need to let the visitor know that you respect their privacy and value the information they gave you. The following are three solutions to smash through when customers object to filling out your form.

Solution 1: Link to Your Privacy Policy

A privacy policy tells a user exactly how their information is used and what your company will and will not do with it. Often a privacy policy is included in the footer, though as you can see in the example it can be a part of the actual form. We find it more effective when the privacy policy is part of the form. Privacy policies are also required by law if you collect any personally identifiable information. A privacy policy shows users that you do value their privacy and right to have their information respected.

Solution 2:  In the Privacy Policy Specifically State That Your Company Does Not Sell Personally Identifying Information

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Make it clear that you never sell their email addresses. Mailchimp does a great job in the above example by stating it clearly and even underlining it. My guess is they know how much users object to having their information sold, and have seen conversions increase as a result of including this clause in their privacy policy. Users know that they take this issue seriously, your company should follow Mailchimp’s lead.

Solution 3: Take the Minimum Amount of Information Necessary in Your Form

It can be tempting to ask users for a variety of information. After all, this information can separate a hot lead from a cold lead. However, as a general rule the more information you ask for on a form, the lower the landing page conversion rate. In fact in a case study WordStream found that when they decreased the length of their form they found a 77% increase in conversions. To keep the objections to a minimum, ask for the minimum amount of information necessary to contact and close a sale. Before including a form field, answer the question “Do I really need this information, or would it just be nice”?

Objection #2 Users Object to Making a Payment Online

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Even if a user doesn’t object to your price, your products, or your offer they may simply object to making a payment online. A recent survey conducted by Lieberman Research Group found that 51% of Americans are concerned about on the security of online shopping. If you work online and shop online all the time, you forget that the Internet can be a scary place to some people. Everyday in the news there are reports of credit card theft and identity theft simply because a user gave their credit card information to an online company that used it fraudulently or didn’t protect the information appropriately. No wonder the user has objections. So what is the best way to smash through this objection? Utilize trust indicators such as 3rd party trust seals and real client testimonials on your landing page.

Solution 1: Utilize 3rd Party Trust Seals

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Image courtesy of WPMUDEV

Seals from providers such the Better Business Bureau, Norton, or VeriSign all indicate to the user that your site is vetted and is trustworthy to receive you credit card information. Earning these seals can be a pain, but that means that they are actually worth something. These seals say this online business passes their stringent tests and are trustworthy to do business with. It seems like we shouldn’t even need to say this – but you have to earn these badges, you can’t just put them on your landing page.

Solution 2: Utilize Real Client Reviews and Testimonials

 

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Image from UnBounce

Indicate to the user, that real people have provided you with credit card information and that they are happy with their decision. Users are heavily influenced by reviews, in fact in a survey by Marketing Land  found that 90% of customers say they are influenced by online reviews. A note on this – it is important to use real testimonials and not make them up or pay someone on Fiverr to do them. At NDIB when customers give us testimonials or reviews, we do not coach or lead them, we simply ask what they thought of the service. There is a huge difference between a real client testimonial and a coached and/or faked one. Your customers can tell the difference.

Objection #3 User Have Never Heard of Your Company – Why Not Do Business With Known Competitors?

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Image courtesy of Jen Bingham

This is another valid objection, if the user has never heard of your company why should they do business with yours? On the internet there are millions of business, a customer may object to the very idea of doing business with your company and that is a dangerous objection. Here are two solutions to handle this objection:

Solution 1: Emphasize Your Unique Selling Proposition

One of the first books I ever read about AdWords was Advanced Google AdWords by Perry Marshall (I highly recommend it). In the book he talks extensively about unique selling propositions and how they are incredibly valuable to conversion rates.  A unique selling proposition is important because it answers the question:

What is it that your company does that no other company in the space does?

If you are the only company who is able to perform the service in a certain way, the user has not choice but to do business with you. Here are some examples of unique selling propositions:

  • Can you ship faster than any other company?
  • Can you make a guarantee that no other can or will?
  • Is your product of higher quality than any other company?
  • Do you have a unique way of making the product?
  • Do you have a unique back story?
  • Do you have a better return policy?
  • Is your customer service better or in some way different from any other company?

When you figure out your unique selling proposition, feature it prominently on your landing page.

Solution 2: Show Your Press

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Image courtesy of WordStream

To a user, a company that is covered in the press by reputable news sources is a company that can be trusted. Make sure that if you received press to include it on your landing page. It is as if these reputable news organizations are saying that you are a business that can be trusted. At NDIB we call it trust by association. It is actually much easier to get press than it appears, in another blog I will discuss how to get press for your company.

How have you overcome user objections on your landing pages?

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