You’re running ads on Facebook, Google or elsewhere which attract plenty of click-throughs. But your conversion rate is on the floor… What’s going wrong?
We all love a high CTR – it means you’ve got a great ad that speaks to your target audience. But if hardly any of those visitors are turning into buyers or leads then it means you’ve got a problem.
It’s got to be one of two things: either your ad is not reflecting your actual business offering (i.e. the ad is BS), or your web page is not following up on what you promised in your ad. The effect is the same in either case: there’s a disconnect between the ad and the landing page, and your readers are unimpressed.
Let’s assume your ad is honest, so this isn’t the issue. It’s the page that is the problem.
Site visitors feeling lost
First off – where are you sending your traffic? To a particular service page, or your homepage, or to a specific landing page you’ve set up? Whichever it is, you have to consider one thing. Your ad started a conversation with the reader, and to keep their attention you have to continue that conversation.
If your ad links through to a standard page on your website, then chances are the reader is simply being presented with just another web page that is not encouraging them to do anything in particular. You might hope they will go further and buy something, or make a booking or whatever. But there’s the problem – it’s just hope.
The reader needs direction for what to do next. If the ad was doing its job, they’ve just been presented with an offer, promise or opportunity they liked, but now they’re here it doesn’t feel like that conversation is continuing.
If your ad is sending them to a specific landing page, then great. But is your page focused enough? Have you removed the menu and social media sharing buttons? Does it have one goal? It is directing the reader towards the one specific action or offer that your ad mentioned? Take a closer look, and remove clutter.
Dealing with a lack of consistency
It’s not only the conversation or the journey that needs to continue. Another way to put off the reader is to use different images and styles, creating a mismatch between the ad and the landing page.
If you’re using a certain photo in the ad, then use it on the landing page too. Likewise with any theme colours, logos, and of course the headline. Make sure the first words they see repeat, reflect or refer to the advert they have just been reading. It’ll make the reader feel like they’ve come to exactly the right place for dealing with their issue.
You should also go further. You might have got the style, headline and imagery right, but you also need to check your messaging.
Make sure your text or copy continues the thread, plays to the issue at hand and presents your solution. Depending on the complexity of your product, this might be just a few lines or it might stretch to bullet points or several persuasive paragraphs and sub-headlines.
All the time, just remember: the reader has just read an ad that interested them enough to click through. What they see when they arrive should be consistent, recognise their intent and deal with their immediate situation, rather than just being a general homepage or services pages.
How to satisfy the visitor
First of all, hook them in with a great headline. As already mentioned, the headline should echo the one on the ad. If you have variations in your ads (e.g.: trying different headlines, emphasising different aspects of the product, or promoting another product in your range), then you should consider a different landing page for each ad.
At risk of being repetitive, remember to use the same or similar images and colours as you used in your ad. In your text, continue the conversation. Imagine the ad was just the opening exchange – what would follow? Feed the visitor exactly what they expected to find, and more. They wanted information, so don’t let them down.
The structure of landing pages is a big topic in itself and best saved for another post. But, at risk of being over-simplistic, just keep to a narrative that emphasises your understanding of the issue, reveals a solution, and shows how your product will be the answer to their prayers.
Use headlines and images as the page progresses to keep the reader moving from point to point.
Tailor your page to the readers
You should also consider at what stage of awareness is the visitor when they arrive. What do they know? This will affect what you write on the page. Again, you might want to use several pages to match various stages of awareness.
Are they unaware there is a problem they need to be solved? Are they aware of the problem and a solution? Or are they already completely aware that your product or service is the one that can help them?
If they are at the early stages of awareness, you’ll need to educate them to get them to the next level. This might be a free ebook, course module or telephone consultation. If they are most aware of your solution, then they’ll be ready for an offer, to make a purchase.
Planning your offer, for whichever type of reader or potential customer that clicks through, is the real secret. Your ad could promote something special – a new service, a giveaway or a limited-time deal for example – and your landing page should deliver on it.
Remember again – your landing page should have one single purpose. What do you want them to do here? Whether it’s to request a free thing in exchange for their email (so you can start educating them about your service), or to buy your product the moment they arrive, you must always include the on vital ingredient: the Call To Action.
You’ll be surprised how many people forget it. The CTA is the signpost that visitors need when they read through a web page, and the short piece of text that might just tip the reader over to signing up or giving you their money.
The one golden rule is: never send good traffic to a bad page.
Making sure your pictures, colours and copy are consistent isn’t just confined to ads. Consistency in messaging and imagery apply to your social media posts and emails too. Always use what you’re using on the destination page.
Got any landing page anecdotes?
Any examples of an epic fail, or where a new page has turned around your fortunes? I’d love to see them (if only to learn!).
Do you help with your landing pages, or other pages for your services? Feel free to drop me a line via my contact page.
By coincidence,I just revised my own sales page: https://www.lookherewriting.com/what-can-a-copywriter-do-for-you/