You are using pay per click advertising effectively, or so you think. You know this much… that users do go to your page, but then they leave.
Sometimes they go to another page on your website, sometimes they click on the link to check your facebook page and sometimes they go to a competitor’s page and never come back.
What they do not do is fill out a form, call your business or buy your product online. You are happy with the clicks generated from pay per click advertising, but are unhappy with the business results.
As time goes on and you continue to pay for people to basically view your site, you begin to wonder about the business sense of it all. It is exciting when you see the amount of people that visit your website, but frustrating when you see the bottom line numbers. You wonder when will you begin to turn a profit from your Internet advertising?
The sad truth is….you won’t.
As a new Internet advertiser, you are making one of the most common mistakes. This mistake is one that destroys return on investment and turns even the most optimistic business owner into a pessimist.
However, this mistake is something that can be fixed easily and all it takes is a little focus….
Your Landing Page Has Too Many Options
When a user goes to a typical landing page (the page that a user is taken to after they click on a pay per click ad) they are usually presented with a variety of options on the page.
They have options such as clicking to go to a different part of the site, connecting with the business on social media, clicking a link to read reviews and much more.
While providing many options seems like a good strategy to please website users, this is the exact wrong way to convert users to clients or customers.
Studies have shown that when people are presented with too many choices they become paralyzed with indecision, and this decision paralysis causes them to disengage and leave the situation without making any choice at all.
As you can see from the example above with the Santa Barbara French Festival landing page there are too many options for a user to choose from. A typical user who arrives at this page is going to be completely overwhelmed by all of the different options and sights and simply leave without doing whatever it is that the site owner wants them to do.
Pick a Conversion Goal and Create Your Entire Landing Page Around It
A conversion is what you want the user to do on your website.
It can be any measurable action that a user performs that results in a business goal. It must be an action though, such as filling out a form – it can not be something such as read a piece of text. It also must be related to a business goal, getting likes on a facebook page is not a business goal – getting new sales is.
However, conversions don’t necessarily have to be an immediate sale, in fact often times it is not. The vast majority of our clients are lead generation businesses and in their advertising campaigns the conversion occurs when the user contacts the client’s company. This can either be in the form of a phone call or a form fill out and this contact means that the user is now a lead.
In the example above, you can see a landing page that is entirely dedicated to the conversion goal of the user applying for the Golden Sands. While there are other problems with the page, it certainly does not lack focus on its conversion.
How Make Your Landing Page Entirely Focused on Conversions
1. Choose Your Conversion Metric
You have the ability to choose any measurable action that you like. I recommend choosing filling out a form or a phone call as you conversion (also called contact conversions). These metrics indicate a level of interest from the user and gives your business permission to begin marketing to them via email or calls. You can consider contact conversions hot leads and should treat them in that manner.
2. Make Your Conversion Goal As Clear as Possible on the Page
Everything on your page should be crafted to convince your user to convert. Every piece of copy you put on, every image – these should all nudge the user towards the conversion. You can see how this can be accomplished in the example above. Everything is focused on getting the user to fill out the form. The arrows provide directional cues, there is no extra images and all of the copy on the page is focused on the conversion.
3. Remove all of the Extra Junk
Remove items like navigation and social media links. When you have one goal it focuses the user and directs them to what you want them to do. Any extra links just confuses the user and causes the user to perform actions that you are not interested in them performing non-business actions that you don’t want them to perform.
4. Test and Measure
Make sure that you can measure these conversion goals. We use CallRail for our call tracking and UnBounce for the form fill outs. I don’t have any stake in these companies – I just use them and think they do a good job. Once you have begun to measure your conversion goals the next step is to begin testing different options on your landing page to see how they affect your conversions. You can try things like changing the text color, or images to see what helps you convert more visitors.
How have you been able to increase conversions?