Today I’m going to show how to create remarkable landing page.
In fact, this is the same step-by-step that I have used investing almost 6 lacs in the last 12 months with 50 campaigns in Adwords and 450 landing pages and 504 leads created.
Find below my adwords analytics page.
According to research by Wordstream and published by Larry Kim, the average conversion rate of landing pages is 2.35%. The top 25% are converting at 5.31%.
As you can see that taking into account all the 50 campaigns I reached a score 0f 2.69% that is above the average conversion rate of 2.5%.
Now let me share the analytics of a high performing campaign below.
We reached a score of 7.92% conversion for these landing pages repeatedly.
Such results have been accomplished by following a process.
Today I will like to share a few of those exact processes with you.
Let’s get started…
Step #1: Use more Images & Videos than Text.
Let me first define the term buyer’s journey.
The buyer’s journey is a sequence of steps that the buyer goes through from researching to buying a product.
It typically includes stages like:
- Problem aware
- Solution aware
- Product aware
Let me explain this concept with an example.
Let us suppose that you are trying to sell an Ice to an Eskimo vs an African.
An Eskimo is a class of customer who is product aware. He knows what ice is very well. Whereas an African may not know about it nicely. An African might be feeling hot and wanting to cool down ( problem aware) but might not know about ice ( solution aware ) and types of ice and their prices ( product aware).
An African might start researching ice over the web. These types of web visitors generally don’t click ads. They click on the organic search results and try to learn about it.
But a product aware customer like an Eskimo searching ice, will not click on organic results and will click on the ad.
They don’t want to learn about ice but want to check the product features and testimonials and price comparison.
These classes of customers don’t like text.
The love images and videos on the product, the team, past customers, and how the product functions.
Hence , use more images and videos in landing pages.
Step #2: Measure & Improve Time on Site.
What do you do if the landing page is not converting?
Work on optimizing the time the visitor spends on the landing page.
More the time a visitor spends on your website, the more the chances that he will purchase from you.
Time is the best indicator of purchase intention.
But just that they are on the page is not enough. It might be that they have opened the landing page on one window and they have moved on.
It is therefore important to see what action they are doing on the page.
There are few software that record visitor action on the site.
My budget suited Zoho pagesense.
The recording and the heatmap help me to spot elements where users engage ( don’t) with the page elements.
I will remove the elements which are not engaging and go deep into topics that are more engaging.
It also showcases any bug on the page or any element that is not working smoothly on any specific device or browser.
To decide on any specific elements of the page, you need a large set of data. Just deciding on 10 visitors won’t help. You will need to look at data that an aggregate of many users says around 250.
I practise a philosophy of 250 web visitors.
Heatmap helps me to deal with it.
So with the help of heatmap and the recordings of the visitor mouse movement, I try to bring an engagement of 5 minutes minimum with the landing page.
Note the word engagement.
I just don’t want the visitor to remain on the page.
We have to apply images and videos that visitors are clicking and engaging with.
Once this milestone is achieved and still if we are not able to convert web visitors we start working on other challenges.
For example I used to have a contact form at the top of the landing page.
At the top, the buyer engagement with the page is least.
They have just landed on the page now.
I moved the form section to the bottom.
By the time the visitor reaches the bottom, he has a deep engagement. That is the reason it had more conversion.
Step #3: Listen to Call Recordings.
You must record the first calls that happen between the web lead and your organization.
You should listen to the first conversation recording between the salesperson and prospective customer if the lead source is landing page 1. Same way for landing page 2.
When you listen to 20 such recordings you get to know what the customers are asking repeatedly, is there a common trend, is there a common concern. Now you can address those concerns on the landing page.
You will get an amazing jump in your landing page conversion.
You can actually add some exact ‘words’ that customers are asking repeatedly on the landing page.
That way the landing page content becomes too resonating for the readers.
This will also help you to construct the ads in the Google adwords.
Step #4: Experiment with a large number of landing pages.
This is one of the most important lessons.
Let’s suppose you introduce a product in a mature market. You’re the 10th product in the market.
Supposingly you launched a sales crm. It is a very matured market with players like Zoho , Leadsquared, Salesforce, Freshsales.
Hence you would like to know what product positioning will help you to penetrate the market faster.
Let us list down a few of the product positioning that appears to your mind as a solid attack over the competitors.
- # Positioning 1: What if we position it as a tool that helps to know ahead of time if you’re going to hit the revenue number? This is because you have deep pipeline reports. Which other CRM companies also have, but in their advanced version. That makes them expensive. So you decided to experiment on this positioning.
- # Positioning 2: What if you try to position the product as the only telephony embedded CRM and not integrated. There is no CRM in the market that is telephone embedded. But will it create interest among the prospective buyers?
- # Positioning 3: What if you position it as a specialized CRM for education, financial services, and real estate companies? You have a few success stories here. No other CRM company focuses on them. But do you have web traffic from these verticals? Are there too many visitors from these sub-industries or too few.
As a marketer, we know that all the above 3 product positioning concepts are just hypotheses. It must be validated by customers.
So you need to create 3 ads for the keyword “Sales CRM” with 3 landing pages.
Carry out these experiments.
Wait till 50 visitors to each of these landing pages.
Now check which landing page converted the best.
Listen to the call recordings.
Let’s suppose that you found that the second positioning got the maximum number of leads.
“ # Positioning 2: What if we position the product as the only telephony embedded CRM and not integrated. There is no CRM in the market that is telephone embedded. But will it create interest among the prospective buyers.”
This is just the first step to the experimentation.
Now you will have to deep dive further into this positioning.
So for the same positioning, we created now 3 more landing pages based on three ads listed below:
- #1st Landing page position: Having telesales or inside sales or tell callers. Book 30 days Free Trial.
- #2nd Landing page position: The tool required by telesales & telemarketing is different from field salespeople.
- #3rd Landing page position: Having telesales or inside sales or tell callers. Book 60 days Free Trial.
Landing page experiments demystifies the assumptions and brings out a validated outcome. An outcome that is repeatable and sustainable.
Hence experiment many landing pages. That is why I prefer and suggest using the WordPress website.
Because with WordPress you can create landing pages very easily and at the drop of the hat.
You need not to depend on an IT person.
You can learn about setting up a WordPress site from here.
What Do You Think?
There you have it: 4 proven strategies to improve your landing page optimization.
Now I’d love to hear from you.
Out of these four strategies, which one are you going to apply first?
Do you want to check with applying more images & videos than text?
Do you want to change the positioning of the contact form on the landing page?
Let us know by leaving a comment right now.