When a page has multiple actions a visitor can take, we call these conversion leaks. Take your website for example. You are offering your visitors a LOT of options, and that’s okay, but if you want them to accomplish a singular goal, a campaign specific landing page makes a lot more sense. The main reason for this is by limiting the options available to your visitors, you help to guide them toward your intended conversion goal. Here are some important tips in identifying and rectifying conversion leaks in your marketing:
- Calls to action should be descriptive and written in the first person. Instead of “Start your insurance application,” go with “Improve my coverage situation right now.” Or instead of “Find a branch,” instead go with “Show me the closest branch.”
- Focus on content that fulfills the promise of your ads/SEM. Google’s mission is to make the world a connected place through search and mobility. They’re amazing, right? Having said that, they have introduced algorithm updates over the last few years prioritizing pages that offer a clear delivery of the keywords and phrases used in ads and SEM. Googlebot runs around the Internet and sends back what it finds so Google knows how to handle it in their organic search results and in it’s paid search platform. This means that if your landing page, or website, gives the user a different experience than what is listed in your ad copy or in your meta-descriptions, GoogleBot is going to tell dad on you. And it’s going to cost you money because your quality score and your organic search results will be impacted.
- Mobile responsiveness is imperative. The majority of organic and paid search website traffic comes from mobile. That means that your hottest prospects are researching on their phones and tablets. Responsive design serves all devices with the same code that adjusts for screen size. Instead of creating a landing page hard-coded to fit each device type, one page can, and should, cater to all devices. Your quality score is directly impacted by whether your page is mobile responsive or not, and you are going to pay more for every click to a non-responsive site.
- Avoid cognitive overload. If your visitors are spending significant time on your site or landing page confused and trying to figure out what to do, you aren’t effectively catering to your audience. “Cognitive Overload” happens when there are too many actions to take, or a designer has “fear of white space” and feels the need to fill every square inch. Your goal for web or landing pages is to get cognitive load down to as close to zero as possible. If you can remove friction, you make a better experience. Remove unclear content; make sure there isn’t too much content; remove hard to use navigation; remove lack of trust, confusion and unpredictability. You want to keep people’s momentum moving and have clear steps to the end goal, a conversion from your landing page.
Take all of these steps in mind on the front end of your online experience, and your visitors are more likely to convert, and convert quickly.