Are your landing page optimization efforts actually killing your conversion rates?
If you’re stuck in low single digits and celebrating every .5% increase as a big win, I’m inclined to say yes. But what if I told you that you could increase your conversion rates … without doing landing page optimization?
Check out these 5 conversion hacks that can boost your conversion rates by 3x, 5x or 10x without touching a landing page.
Call-only campaigns are a game-changer. The normal desktop conversion funnel requires four steps minimum: see the ad, click on the ad, visit the landing page, and convert to become a lead.
With click-to-call extensions in a call-only campaign, you can get rid of the leaky landing page altogether. Users see the ad, call the business, and you capture the lead. In fact, calls to businesses are worth at least 3x more than clicks to websites.
Call-only can help you dramatically increase your call-in and conversion rates. Don’t even display the URL in your ad; just point people straight to your business with click-to-call:
You can use click-to-call on Facebook, too, which makes a lot of sense since 86% of monthly Facebook users are accessing the site from a mobile device.
This way, you’re only paying for calls to your business – no more budgeting for a ton of ad clicks that don’t end up converting on your landing page.
Of course, click-to-call doesn’t make sense for everyone, all the time. It’s a great thing for businesses where a prospect is likely to want to speak with someone. But you might also want to…
AdWords, Facebook and Twitter all offer lead capture ad formats, and when you put these to work, you can skip the landing page altogether.
Twitter’s Lead Generation Cards, for example, display your offer and CTA to users, with their contact information already pre-populated on the form.
One click sends their name, email address and Twitter handle to you for export to a CSV spreadsheet. Alternately, you can integrate with your CRM system if you use one of their approved providers.
Again, this enables you to get rid of one whole stage of the conversion funnel. Why send people from an ad to a landing page when you can convert on the ad itself?
OK, “ninja” might be an exaggeration, but these ad types are crazy super effective. Here are three awesome features you can use to compel more people to convert:
Getting people to your site – even getting them to place items in the shopping cart – is no guarantee you’ll win a customer. In fact, 70% of carts with items in them are abandoned, 1 in 5 calls to a business are abandoned, and 96% of website visitors will leave without taking the marketer’s desired action. So what can you do about it?
I am a huge fan of remarketing – HUGE. If you aren’t investing in remarketing, you’re handicapping the effectiveness of all of your other marketing efforts. Think about how much you budget for PPC, content creation, social media … and then you get in front of a person once and give up?
No! Once a person has expressed that initial interest in your business, they’re more receptive to relevant messaging. Remarketing allows you to get in front of them again on social channels, with display ads all over the web, in their email, wherever they are at the time.
And here’s the thing: People don’t actually hate remarketing.
I know that’s what you’ve probably heard over the last few years, but it’s just not true. Check out this chart:
They’re not turned off. People are actually more apt to convert, the more they see an ad. Truth! This is probably subconscious; it’s unlikely that they even notice the ad the first few times they see it.
So be bold. Set your membership duration for 3x the average length of your sales cycle, run multiple ads per campaign and make your impression caps unlimited. Most importantly, run awesome ads! Get creative and be relevant; good remarketing makes people think, “Oh yeah!” instead of, “Ugh, not again.”
OK, you might need to touch a landing page for this one – but forget about mucking around with button size and font color. Those might get you some tiny movements, but they’re never going to move the needle in a big way.
Instead, try a totally new sign-up flow. Think about your ask: is it too much, too soon?
Consider the typical software trial sign-up form, for example. Almost without fail, companies say hey, please register here for your free trial. You’re just a step away! Give me your info and something awesome will happen, I promise.
The problem is that your visitor isn’t yet invested in the offer. They haven’t yet received anything of value from you – just the promise of value. For a lot of people, that’s not enough to compel them to put the effort into signing up.
So change the flow:
In this example, a company decided to let users get into a free trial immediately. After they had already played around in it for a little while, they were asked to register. This flow shows the user some value before asking them to do the work of registering. It performed exponentially better!
Another way to seriously switch up the flow is to give users a choice. This is even more compelling if the choice has an emotional element to it, like this:
You can also increase the number of steps instead of requiring one lengthy one. Try breaking up the form onto three pages. When people can see they’re making progress, they are often more likely to complete a few smaller, consecutive asks than one big one.
Here are my three key takeaways to remember for increasing conversions with minimal landing page optimization:
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