3 Golden Rules For Maximizing Landing Page Conversions
Problem (Or I guess from an optimist’s perspective, Goal): “I just need, need, need more leads! I’m great at sales and closing deals, it’s just getting more qualified leads is what I truly need to grow my business” … (Who hasn’t heard that one before from a business owner?)
Solution: Landing Page funnels.
As every business owner alike, the goal of running a business is obviously to provide a great service, but ultimately provide a service that will lead to sales which generate revenue.
I believe most entrepreneurs and business owners all agree that they are world-class at explaining their service, explaining their business, and ultimately why a potential client should choose their business over another. I mean, hey, if you’ve been operating a business for some time now, I bet you understand how to sell your service.
But the question here is how do we get more qualified leads in front of that salesmen to close that deal?
And our answer, a tactic that we use here at Momentum Digital, is what we call our “lead generation” funnel.
In layman’s terms, we’re talking about running paid traffic (whether Google Ads, Facebook Ads, etc) to Landing Pages for one simple goal, conversions.
Why Landing Pages?
Without diving into every benefit of sales funnels and landing pages, the concept behind building landing pages is to make the user experience as seamless as possible.
“Oh, your service offers top advice for workouts to improve my athletic ability? Sure, I’ll enter in my name and email for exclusive workouts sent to me.”
Bang. Done. Conversion.
That’s your sales funnel, ONE service provided, ONE call to action. No confusion.
Landing pages offer the user ONE call to action whether to opt into an email list, whether to buy a product or whether to get in contact about a job opening. Whatever the case may be, the goal of landing pages is to increase leads for a particular service.
If you’re a physical therapy place that specializes in ACL rehabilitation, well you can run ads explaining how great you are at ACL rehabilitation and then once a person looking for this service clicks on that ad they are brought to ONE page dedicated to this ONE particular service.
There’s no confusion. You give the user no other option but to see your ACL rehabilitation service and then opt into whatever conversion your call to action is.
This can be replicated for all businesses and services. What I am going to lay out now is simply Three Golden Rules, three aspects that must not be overlooked when putting together a landing page, because it’s great to have ads that lead to people checking out your page or service, but if they don’t convert, you’ve just wasted money.
Running paid traffic is one piece of the conversion equation, optimizing your landing page properly is the other and here are three checklist items that must be included on your landing page:
Rule #1: Killer Headline That Immediately Communicates What Page Is About
OK, so you’ve got someone on your Landing Page! WooHoo! Well, not so fast, they could instantly hit that back button.
Neil Patel states a killer headline should “grab readers attention, should inform the user of the product or service is all about, never more than twenty words, preferably only ten.”
When a user engages with a landing page, that likely means they came to your page for a reason, there’s some intent behind their action. So let’s use an example here to demonstrate this point.
Philly Tour Hub
Let’s say you live in Philadelphia and are looking for a cool experience to do this weekend with your friends. Go to the local bar? Nope, been there done that. Go to a movie? Nope, don’t have the patience right now. Take a Segway Tour around Philadelphia? That’s different, SURE!
Okay, you’re Googling away for “Segway tours in Philadelphia” and come across Philly Tour Hub offering guided tours on Segways in Philadelphia. Well, once that user clicks on the ad, they INSTANTLY, I cannot stress this enough, they need to instantly know they’re in the right place with a clear headline that reassures they are. Headlines need to describe the specific service in a few seconds time. Example:
In this example, you can clearly see what this page is all about, IMMEDIATELY. A person was searching for “Segway tours in Philadelphia” and this is the page they land on. Right away we see in the headline “30% OFF Philly Segway Tour” with people riding Segways outside in the city.
There is absolutely no confusion here, this page is about Segway Tours, and Segway Tours ONLY. Like I stated previously, landing pages emphasize ONE service and ONE call to action.
Keep your headlines as straight to the point as possible, so the user instantly understands they’re on the correct page.
Rule #2: Conversion Coupling (Dang This Title Sounds Pretty Official)
The second aspect to keep in mind when creating a landing page is this concept of “conversion coupling” – which is a really sophisticated way of saying, keeping your ad messaging the same as your landing page.
I love the way Oli Gardner describes conversion coupling, he breaks this down into two main components:
which is matching your ad copy to your landing page headline
which is the design for your display ad with the design of your landing page.
These two are HUGE for keeping the trust of your consumer.
The consumer wants to know that when they click on an ad about a service, they will be brought to a page dedicated to that service and the value it offers.
Therefore, your ad copy message needs to match that headline.
Let’s continue with the Segway Tours example, here’s a Facebook Ad I came across:
Now, this was one of their video ads so the image looks a bit blurry, but the important point here is the wording of the ad: “30% OFF Philly Segway Tours” matches EXACTLY to the landing page above. This is HUGE, consumers see an ad for 30% OFF a Philadelphia Segway Tour, click on the ad and are brought to a landing page that says exactly that.
The consumer immediately has trust and knows they’re in the right place.
The second aspect of this rule is the “design match.”
You want to test out ad images to see which are performing the best, but images should match exactly from the ad to your landing page or be extremely similar.
Again, we want to build trust with the consumer, therefore consistency plays a large part.
Rule #3: Attention Ratio
This could be the most important rule!
The attention ratio is simply comparing the number of links on a page to the number of call to actions (CTAs) which is always one (or should be…).
Here’s an example, if you’re running paid traffic to a homepage, you could find yourself in trouble.
What I mean by this is demonstrated in this image:
In this example, a consumer clicked on an ad and was brought to a homepage with tons of links, yet all they wanted was “Promo 2”. The user might not ever click on the promo they came to the page for because there are so many links and options, the consumer could become either confused or annoyed and bounced off of the page.
A proper funnel would be a consumer clicking on an ad for a service and brought to a page about that service with ONE Call To Action, example:
See how much easier this is?
Click on an ad about a promo, be brought to a page about that promo, and only have ONE action a user can take.
Do not give the user options for other promos or other CTAs, keep it as simple as possible!
Here at Momentum Digital, we like to keep things simple and easy for consumers to give them the best possible experience when searching for something they have intent to opt into or purchase. Therefore, a few key takeaways from this piece is to keep everything about your sales funnel process consistent and simple.
Have an ad about a particular service, have that ad go to a page dedicated to that one service, keep the messaging and design the same between the ad and landing page, and convert! Keep the consistency for consumer trust and as simple as possible to take the action they were intended to take.
If you would like to grow your business with more qualified leads or have an interest in learning more about how our lead generation could increase your business, please contact myself and I would love to help you.