Some Insights on WHY your landing Page Might Not Be Working

Posted by on Nov 1, 2011 in PPC |

Visitors arrive at your landing page for a specific purpose by clicking online PPC ads, links in emails and social media messages you’ve created.  But sometimes, visitors ‘bounce’ out as they get there. Why would that happen? 1. It’s different from the ad’s call to action or theme. How many times have you clicked an ad or link only to find out that the page you land on has nothing to do with the ad or link? That makes it unbelievably irritating for that person who you have probably now lost forever. 2. Your call to action is not structured or confusing. Ineffective landing pages shout at you, push you around, try to herd you, are bossy. But remember the folks who arrive at your landing page need to immediately know what to do or how to get the info they need. Remember the ‘One Click’ rule. You need to keep it simple and communicate very clearly what you want the visitor to do. 3. You are trying to show off or ore use terms only familiar to you. Avoid sounding like a snake oil salesman shouting out the miraculous power of your product or service, but then don’t go to the other extreme and end up sounding like a robot either.“Speak human,”  “Communicate your brand missions, values, and philosophy in simple terms, using the language of your customers. Speak in a conversational tone, with personality, empathy, and true emotion. Kill corporate-speak, buzzwords, and other language that makes you sound like a tool.” 4. Your content is buried. You don’t want heavy, bloated landing pages that creak under the weight of their own text. Website copy (not just landing pages) shouldn’t remind visitors of weighty Toombs. Write in crisp, snappy and focused sentences. 5. You’re rushing the goodnight kiss. Crummy landing pages are like bad first dates. Instead of just enjoying the date and spending a reasonable amount of time building up interest and trust, the bad landing page is pushing the viewer along with excessive demands, unclear goals, and just wanting the reward at the end of it all. Lead gently and make sure you’re not demanding everything as soon as the person arrives to your landing...

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Four Ways to Eliminate Friction at Your Landing Page

Posted by on Jan 28, 2011 in Online Marketing |

“Go to this website, click that link, call this number, fill out that form,”  we internet marketers tend to be very prescriptive when dealing with prospective new or existing customers! When you ask people to do something, you are creating a point of friction and your audience will not continue unless the reward is greater than the friction they might be experiencing at that particular point If you want to improve the performance of your landing pages, I would tend to argue that you should try to remove as many points of friction as possible. Case in point: When examining a B2B case study on how to increase response rates online for free trial software offered on a large corporate company’s website recently, I found…… The instructions were much too complex Visitors who clicked through to their email offers to download the software had to wade through instructions for a four-step process. Information was presented in the wrong order Before discussing the offer that brought visitors to the site, the landing page asked for an email address. The actual links to the free trial downloads [were] much lower on the page and it is very likely that the potential prospect was frightened off before they even reached that point? The landing page offered multiple versions of the product My understanding of a sales process is that you would want someone to make the decision about which version they need after they have decided they want to download it,” he advises. Showing multiple versions and system requirements made choosing this product look more complicated then it needed to be and the initial response rates proved that they were losing customers as the bounce rate from this particular page was extremely high. After some discussion their Internet Marketing Consultant convinced them that it was in their best interests to redesign the form and after obtaining permission to do so was pleasantly rewarded and the average email subscriber rate jumped by more than 300 percent, proving that it’s always a good idea to work with professionals and online experts who can quickly analyse and work with you to increase responses. Here’s what the new form offered: A large image of the product’s packaging A pull-down menu pre-loaded with the most popular version A field for an email address with a brief explanation of benefits A “download now” button The Point: Clarify and simplify. Take care to remove any roadblocks that keep visitors from doing what you want them to do at your landing pages. You just might boost your conversion...

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