You've mastered your targeting and your ads are bringing people to your landing page. That's great, but - are they converting? It can be tricky knowing exactly why it's not converting. Here are a few tips that should get you closer to helping your page convert:
1. Gather enough data.
If you've only gotten 15 clicks to your landing page, that's not enough data to tell you if it's working or not. If you're having trouble getting traffic to your page, you might want to go back and look at your targeting or your ads. Be patient and get enough data to make a better decision.
2. Match your messaging.
Does the messaging on your ad match the messaging they see on the landing page? It may seem close enough to you, but step into the mindset of the customer. Are they getting what they expect when they click on the ad? Too often the headline and messaging of your page doesn't match the expectations of the customer.
3. Provide adequate information.
Don't hide poor messaging behind good design. At some point, either during the ad or on the landing page, the customer needs to be convinced that it's in their best interest to opt in or purchase what you are offering. In other words, someone at some point has to do the selling. Stick to benefits and show how you are solving their problem(s).
4. Have a compelling offer.
Are you asking for too much or not enough? I've seen both where clients are asking too little of their audience or too much. It all depends on how much information and selling is happening on the page. In other words, how much value does the customer perceive they are getting?
If you have a lot of perceived value, and you are asking for too little, it can be a problem. If you have too little perceived value, and you are asking for too much, it can be a problem. A lot of problems can be solved by truly understanding whether or not you have the right offer on your page!
5. Test, Test, and Test Again!
Rather than spending two days debating over which headline you think you should use, test them both and let the results decide. Too often, managers will debate over messaging and design when these things are very subjective to the audience. If you put them out there and test, one of three things will happen:
You will be validated in your opinion. This is rare, but it does happen. Don't let it get to your head.
There won't be a big difference in conversion either way. This is the most common because what you debate about often doesn't matter to conversions.
You will be dead wrong. The headline or design you thought would work, didn't. I hope this happens to you because it's humbling and will help solidify that opinions *are* opinions unless validated by data.
So, before you start debating on design or copy changes on a landing page or website, first ask yourself,
Do I have data to back up this opinion?
Is the data I have similar enough to the current circumstances?
Is the data I have up to date?
Even if the answer is yes to all three of those questions, testing is still worth it! Instead of guessing, you will know 100%. Instead of sticking to old tactics, you might discover something brand new.
We'd be happy to look over your landing page and see what changes we can recommend!