You’re shopping in a store, and you’ve found the perfect item for the right price. You’re ready to buy, but there’s nowhere to check-out and no one around to ask for help. Are you going to wait until someone comes and finds you? Probably not.
Don’t let the same thing happen with your digital ads. If consumers click on your ad to learn about a specific product, bringing them to a generic page, like a homepage, could deter them from purchasing. Instead, set up customized landing page that provides potential customers additional product information, which will help drive them towards purchase.
Creating optimized landing pages can be simple, but the benefits can be huge, such as boosting your SEO. Check out our top landing page optimization tips below:
1. Craft Compelling Copy
Just like with your ad copy, the copy on your landing pages should provide visitors with a compelling reason to make a purchase. Pose your product as a solution to a problem that your target audience faces, and be sure to show them the specific benefits of using it. Be sure to include impactful call-to-actions, or CTAs, to increase the likelihood of conversions.
2. Keep Design in Mind
The design of your landing pages can also impact the effectiveness of your ad campaign. Ensure all of the crucial information your customers need to know is above the fold so they can see it without scrolling down. Similarly, avoid encouraging users to click to other webpages for more details—you have their attention, so don’t make it so complicated to learn more.
3. Get Contact Information
Not everyone who clicks on your ads will make a purchase, but that doesn’t mean they’re not a great lead for future sales. Include an opt-in form on your landing page, so users can give their contact information to receive information on future deals and specials.
Landing pages can have a significant impact on your bottom line. At TN Media in Nashville, Tennessee, we have the digital advertising expertise to craft the perfect copy for your landing pages and the ad network to get your ads seen. Contact us today for a free marketing consultation.
Rotating banners or “sliders” have become almost standard on websites today. You see them all the time, that large image that transitions to another image and/or video and is typically seen on the homepage of most sites (ours included). But some conversion experts argue that they shouldn’t be used.
Tim Ash, one of the masters on conversion science and author of the book Landing Page Optimization, makes the following arguments:
Page Load Times: With the above mentioned experience, it can have negative affects on your rankings with Google. If you have large images trying to load, it will slow down your page load time, which is a part of Google’s ranking algorithm.
Inconsistent Messaging and Look: Oftentimes, slider images differ a great deal in the look, feel, messaging and calls to action so you are showing too many messages in too little of time.
Lack of Editorial Responsibility: Tim argues here that you are simply “throwing your hands up” and saying “I’m not sure what is important so I am going to throw it all up against the wall and see what sticks.” Content should be prioritized and any non-essential items should be removed.
Wasted Time: Time is precious, even more so on the web are people impatient. Ever come across a rotating banner seeing something you like, it changes immediately and the you have to wait until you see it again? Yeah, me too and it’s annoying.
Motion Triggered Reassessment: Motion triggers our brain to look. When the slide changes, we can’t help but glance up at the sliding image, which removes our focus from the content we were reading. This makes it hard for readers to consume your site’s content
Too Much Real Estate: This isn’t always the case, especially with bigger screens becoming the norm, but some sliding banners are way too large. Above the fold content should be chosen carefully and you don’t want your banner to dominate that area.
The biggest argument that is made is on eCommerce pages. You don’t want to push down your products or categories to show something that could ultimately hurt your sales and bottom line. I would also mention that if you are sending traffic to the homepage of your site with PPC ads, you shouldn’t use a rotating banner either. But, it isn’t great practice to send traffic to your homepage for PPC campaigns in general.
I agree with Tim’s arguments and really enjoyed his book. When it comes to conversions, simplicity usually wins. Most people want to have a really fancy look and feel, but when you actually start your A/B testing you will find that the KISS method can be applied to website design as well.
In last week’s blog, I talked about CAPTCHAs and that they are bad news and horrible for conversion optimization ( That CAPTCHA is Costing You Money). This week, let’s take a look at some alternatives that can help fight SPAM bots and have less of an effect on website conversions.
This anti-spam method adds a field to each of the forms on your website. To the site visitor, this field is not actually displayed and is hidden with CSS. Spam bots, while crawling the web, will still see this field and put information there, thus telling your system to flag this lead as spam. The honeypot often comes with form plugins for most content management systems (CMS) such as WordPress, Drupal and Joomla.
Simple Math Question
Another option is to display a math equation that requires simple arithmetic.
Use a Checkbox
This one is pretty unique and very effective with blocking spammers. I am willing to bet it has a negative effect on website conversions, but it is fun and worth mentioning. The solution asks the user to complete a fun task in a game-like environment.
SPAM is always going to be a problem. Standard CAPTCHAs are the worst. If you have a large number of leads coming to your site and lots of spam, I think the best way to filter some of that out is with the honeypot or using a simple math question.
As with all technology and as we’ve evolved to attempt to stop SPAM, SPAMers will always find new ways to circumvent our efforts. While my two preferred methods aren’t perfect and won’t stop all SPAM, it will surely reduce the amount of junk you will need to filter through to find your true leads.
Whether it’s through a form fill, newsletter signups or any other type of conversion on a website, that CAPTCHA is costing you precious leads.
What is a CAPTCHA?
CAPTCHA, short for Completely Automated Public Turning test to tell Computers and Humans Apart, is that annoying distorted word, number or image that you are required to re-type to prove you are human. It’s purpose is to thwart SPAM attempts to post comments on sites and generally reduce the amount of spam submitted to lead forms. While it is very effective in its intended use, it can cause unwanted results, most notably a decrease in website conversions.
The test was split across two, three-month periods with half the sites set with the CAPTCHA on, the other half off. After the first three months, he switched the settings.
The Bottom Line
CAPTCHAs were made with the advertiser in mind, not the user. In the study above, it was found that the use of CAPTCHAs resulted in 3.2 percent less website conversions. I am willing to bet other studies have shown more drastic numbers. When it comes to conversions, 3.2 percent can mean a lot of dough. If it’s me or any client of mine, we’ll take a little extra work to get more money because, in the end, it’s all about the ROI.
Tune in next week for CAPTCHA alternatives and some of my favorite methods. Or you can comment below and I’ll fill you in ahead of time.
If you would like us to take a deep dive into your site, the design and other things that might be costing you website conversions, fill out this form and we’ll reach out to you.
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