Conversions are the goal of your page, and can include:
- Submission of contact form
- Newsletter sign ups
- Phone calls (if you’re not using a unique tracking number on your website, you ought to be)
Needless to say, the pages that your traffic is landing on (called landing pages) have a massive impact on whether or not someone converts. You can’t expect that creating a website with the goal of getting traffic will get your visitors to take action.
Before I pick up on this idea, here’s a quick intro for those who aren’t hip to my internet lingo.
There are two main types of landing pages- one that reached through unpaid search engine ranking (AKA organic rankings), or one that is reached through a paid search campaign.
SEO Landing Pages vs. PPC Landing Pages
PPC landing pages- can either be a regular page on your site that has been designated for the specific campaign, or a stand-alone page created specifically for & only visible through PPC clicks. A stand alone landing page typically doesn’t have navigation to the rest of the site, and cannot be found by browsing the site.
The Internet Average Conversion Rate is 2%
To put that in perspective- get 200 visits a day, & expect to get 4 leads. Get 2000 visits a day, & expect to get 40 leads.
Since we’re not all Amazons and Ebays, increasing your conversion rate is probably easier than increasing your traffic. As a matter of fact, since search engine rankings consider conversion rates as an indicator of relevance, improving your conversion rate can actually lead to increasing your traffic.
Here’s a quick video clip on how to optimize your landing pages for success. Take a look, and then read on for some more tips & examples.
Here’s a few ways these pages should be working for you:
1. The page needs to be relevant to the keywords that you’ve targeted & ranked for
A person searching for patio furniture clicks an organic result and arrives at a website with several images of indoor furniture. Even if the retailer sells both, the imagery makes the site seem irrelevant, and with 1,000,000,000,000 other search results, it’s easier to click back and select another one that will give you what you want right away without having to work for it.
Similarly, in a paid campaign, do not bid on a keyword that you don’t have an appropriate landing page for. Rarely should you ever direct ppc traffic to your home page- it should go straight to the most specific page for that search term (or you should create a special landing page for it).
2. The page needs to tell the visitor what to do
Consider the keywords that are used to find your page & what stage of the buying cycle the visitors are likely in. Use this info to create the best call to action possible, and make it obvious what action the visitor should be taking.
It goes without saying that if you have one generic call to action across your full site- for example, complete this contact form- and a user has landing on an emergency repair service page.
It might be easier for them to find one of your competitors that has a more prominent and relevant call to action for emergency service- like a 24 hour hotline or to join a real time chat.
3. The page needs to look easy enough to read at a glance that it doesn’t feel burdensome to the visitor
Landing page written like a novel?
No chance that content is going to urge your visitors to take action. Instead, it will send them running.
Making it scannable helps to hold their attention, and makes your brand seem more reputable- after all, if you have something valuable to say, wouldn’t you format it to get read?
Did You Just Have an Aha! Moment about your site?
If so, you might benefit from one of our upcoming free seminars in Hamilton, ON or Milton, ON. Register today (or if you have burning questions that just can’t wait, contact us for a FREE consultation).
photo credit to Nathan Jones under CC2.0