Landing Page Conversion Rates Suck?
First, let’s start by stating what should be obvious, not every idea you have is a great one. It is really easy for attorneys and SEO guys alike to become disconnected from their target audience. It is not easy to pick a winner every time especially when you are talking about a new idea for an effective landing page. It may sound great to you, your friends and family but it may not play to a larger audience. Sometimes that diamond of an idea for a landing page design turns into stinky bag of dog poo. But, hold on there killer, don’t light that idea on fire and leave it on your competitor’s doorstep just yet. If a landing page isn’t converting, you need to do some analysis and testing to make sure the diamond isn’t embedded in Fido’s fecal matter.
This is the basic how to troubleshoot a landing page that is not converting…
Step One: Your “Feeling” May Be Wrong
You cannot trust a “feeling” that a landing page isn’t working because it may not be correct. You need measurable data to determine if your landing pages are performing. Before you launched your landing page you or your SEO team should have installed some kind of analytics on it. You don’t need anything fancy or expensive, Google Analytics has everything you need and it is free. A landing page builder like Unbounce and LeadPages have some basic analytics built in but you still need Google Analytics to get a complete picture. Your SEO company should have set up goal conversion tracking when they set up Google Analytics on your landing page. As a side note, when you are speaking with SEO guys, the term conversion refers to these goal conversions in most cases, not when a client actually retains you. If you have not done so already, check to make sure Google Analytics has been installed on all of your landing pages and that goal conversions have been set up. You may also consider heat mapping to see how your visitors are using the page.
Step Two: Is Your Landing Page Lonely?
Using your analytics, check to make sure that your landing page has traffic going to it. The landing page itself may be great but if no one is landing on it, the problem is somewhere else. Your paid ads may be pointed to the wrong page or your ads may not be compelling or any number of other issues. If your landing page shows traffic, move on to step three.
Step Three: Are Visitors Getting Lost En Route?
Your visitors sometimes go through a lot to get to a landing page. There are many ways that your potential clients could have found it (SEO, PPC, social media ads, etc.). If you are sending your visitors through a complex maze of funnels and squeeze pages to get to your targeted landing page, many of them will never get there. You want to make sure that visitors are on the shortest possible path to your landing page. This is especially true if you are paying for ads unless you enjoy throwing money away. A common mistake is to direct visitors from a paid ad to the homepage or an “all-purpose” landing page. Consider this, a visitor clicks on an ad from your Adwords campaign that is using a free guide to DUI defense as a lead magnet. The ad directs them to your homepage where DUI is one of a few of your practice areas, but the guide is not prominently displayed. The visitor then must search through your menus and pages to find the free guide hidden on a “library” page. That visitor must really have wanted your DUI guide to go through all of that trouble. The best practice is to make sure that visitors only have to click once to access your landing page. It is also best to avoid things like requiring visitors to enter their email address before granting access to the page as doing so discourages people from continuing before they have even seen your offer.
Step Four: A Single Purpose
While it is possible a multipurpose landing page or your homepage to lead to conversions, our studies have shown that a single, specific purpose landing page converts five to eight times (500% to 800%) better than a homepage or a multipurpose landing page! Empirical data suggests that this is due to a few things:
- Potential clients who click on a paid ad or a link in specific search result for a specific product or service offer expect to be taken to a landing page that is also specific to that product or service offer.
- The majority of your potential clients will “bounce” off from a landing page if they do not immediately find what they expected to find.
- The behavior of potential clients who stay on a landing page with multiple offers or messages indicates that they are confused or frustrated by messaging and most end up leaving the page without converting.
So, make sure that you limit the number of offers or messages to one. If you are going to use more than one offer on your landing page, make sure that offer is predominately featured at the top of the page. You will likely end up with many more landing pages than you currently have but, if done right, you should also end up with many more conversion.
Step Five: Does Your Landing Page Have ADD?
Grabbing and holding your potential client’s attention is vital to conversion rates. A landing page should be clean and have clear messaging. It should guide the visitor to where you want them to go. Having professional looking, compelling videos and images also go a long way toward keeping visitors focused. Images and videos grab your visitor’s attention. This does not mean that the landing pages needs to be elaborate. In fact, it is often more effective to keep it simple.
It doesn’t get much more simple but yet, this is highly effective. By using heat mapping, you can really zero in on what is catching your visitor’s attention and what you should improve.
Step Six: Is What You’ve Got What They Want?
Remember that stinky bag of dog poo? Well, this is where you need to squish it between your fingers to check for diamonds. Look objectively at your offer, you may find that it is so stinky you could leave on your competitor’s doorstep, light the bag on fire and they would let their business burn down before they would stomp it out. The offer is the most important element on your landing page. You can have the world’s greatest design, but if your offer sucks, it won’t matter. I have seen so much time and money wasted over the years on campaigns built around a stinky bag of dog poo because some SEO guy or a well intentioned attorney insisted on using a bad offer. That is a little like lighting that stinky bag of dog poo on fire and leaving it on your own doorstep. The right data in the hands of a skilled marketer takes much of the guess work out of marketing. Internet marketing for attorneys is now a science and decisions should be made on data, not feelings or intuition. However, the construction of the offer should take the human element into consideration.
Again, look at your landing page objectively and ask:
Does the offer make sense to your target audience?
Forget that you are a lawyer for a minute and ask yourself, “could an eighth grader understand this offer?” If not, simplify it!
Does the offer convey a clear benefit to the target audience?
What will they get out of it that makes it worth giving their name, email address and telephone number to you? In many cases, this is the problem. A free book is nice but every lawyer with a website is offering a free book now. What makes your book special? Your potential clients need to see real value in whatever you are offering. Tell them how specifically what the benefits of your are and why they need to take advantage of it. The cold, hard truth is that an ebook or newsletter from an attorney has little value to most people.
Is your offer too pushy?
Using techniques that you see on infomercials or that come off a high pressure will turn off most potential clients and they can sound a little desperate. Terms like, “Buy Now!” or “Act Now,” typically do not work on attorney websites. There are still situations such as California DUI laws with time limitations and you need to convey a sense of urgency. In those cases, using the “Act Fast” kind of language is necessary.
Is your offer not pushy enough?
The old adage, “You don’t get what you don’t ask for,” is true. If the benefits of the offer are clear to your potential client, that will sell most people on it but, that does not mean that they will call you or complete a form. You need to ask them to call you or submit the form.
How is your call to action?
An effective CTA can make all the difference when it comes to conversions. Keep it simple and clear. If you are asking potential clients to submit a form, keep the form fields to a minimum (max. of 4). Our testing has shown that the response rate goes down with every form field.
Step Seven: Are you more interested in this?
It was hard word to get that potential client to your website, why let them go without a fight? Often visitors will end up on your landing page because they were looking for a similar offer. For example, they may have searched for divorce attorneys and ended up on a general divorce page when they were really looking for information about child custody. A general divorce landing page may not be compelling enough for them to convert so they leave your website to try a different search. This is where using exit detection comes in handy. With exit detection setup, your website will recognize when the potential client is getting ready to leave and trigger a pop-up. That pop-up will basically say, “Sorry that you were not interested in this offer. Let’s see if you are interested in this alternative offer.” So, with the above divorce website, the pop-up would offer information on child custody or another related offer. The one caveat is that you don’t want to over do the pop-ups and slide-ins. They become annoying and your visitors will leave your website out of frustration. Used sparingly, exit pop-ups can really increase your conversion rate.
Step 9: Are You on Target?
“The Rule of 7,” is an old marketing principle that has proven true. The Rule of 7 says that your potential clients need to see your offer at least seven times before they really notice it and take action. Retargeting, uses your potential client’s browser history to send them ads on Google, Facebook and other platforms. Your client may be on Facebook or a different website altogether and your retargeting ads will show up. The ads are tailored to reach specific people and speak to their specific interests. It provide the opportunity to show them your offer over and over again. It is that kind of repetition that can make them effective, driving potential clients to your landing page when they are ready to take action. Retargeting may dramatically increase your conversion rate.
We hope that you have found this article helpful. If you have any questions about this article, it is always free to call us with your questions. No sales pitch or BS. We just like being helpful!