The best color for your CTA. What hero images work best. How to tweak your headlines. Writing conversion focused copy.
These are the bread and butter of writers like me.
We know that these articles are attention-grabbing, because, people are always looking for an easy solution.
Marketers worldwide dream of changing the color of their buttons and seeing a 200% increase in conversions. They fantasize about using a headline template that skyrockets their income, and honestly believe that the image of a better hero can save a failing business.
And so we create materials that come into play for those needs.
Often, that content is still relevant and useful. But you also know that I good CRO (Conversion Rate Optimization) depends more on amending some on-screen elements. It takes longer than a cursory change to convert a failed page into a conversion powerhouse.
Even doing all the above actions together is not a complete solution. Add in some ongoing testing and you are close, but still not at the point that I consider your strategy to be “well planned”.
No, you see, all these actions are secondary. Yes, they can help increase your conversions and yes, they need to be a part of your campaign.
No, if you are launching a new site or optimizing an existing page, then you should focus on one aspect. An action is often overlooked in the majority of these articles you have read.
What is often overlooked but incredibly important
I give a realistic example.
I have recently been helping a real estate agency improve their landing pages. They were seeing some good traffic from their PPC ads, but had a much lower conversion rate than that traffic.
He was in dire need of a fix. And so he followed the advice that experts and writers give up on themselves. They have changed button copy, placement and color. His headlines improved and even threw up some very wonderful images of his qualities.
Nevertheless, there was a blinding problem. One that took me a total of 30 seconds to notice.
Traveling here was taking their chances.
They go to Google and type something along the lines of “2 Bed House in London”. The PPC advertisement of the agency directly visible and had a relevant copy.
Not a bad start.
But as soon as the ad was clicked it fell apart. It redirected to a landing page, with beautiful design, well thought out CTAs (placements, colors, and text), great images, and enough social proof.
So, why was it not changing?
Well, my search was for 2 beds in London. The properties depicted on that landing page were all 2 beds in Manchester. Their targeting was off, they linked to a page that focused on one of two keywords in the search term. 2 beds.
If you are not familiar with the UK, these two cities are at opposite ends of the country.
Very few people who live and work in London want to go to Manchester and have four hours of commute each day.
The client had invested a lot of time and effort in optimizing their landing page details, but fell into the first hurdle.
The page they created was unrelated to their traffic resolution.
The most important thing for your landing page
Understanding your target market is one of the most important steps you can take before placing the pen on the keyboard with paper or finger.
Ignore all the information about the nuts and bolts of landing page optimization and instead focus on your targeting.
Without even knowing what your user wants, even the most beautifully designed landing page will fail to convert. Dale Cudmore expresses well in this work he wrote right here on Crazy Egg Blog:
“One thing that all high converting websites do is
Without it, you will not be able to retain visitors or convert anyone.
We are talking about price. ”
And this is the key to a successful landing page. Even a poorly optimized, ugly page can convert well if it conveys value for your customers.
It is an echo across the web; Your value proposition is the most important factor for high converting landing pages.
So the question becomes what makes a landing page valuable?
90% of the advice you have read online about landing pages suggests you to consider the user awareness phase. Your user is within their purchase journey to create a landing page specific to the stage.
Look at the image below to help you understand the stages of awareness.
But awareness is only half of the equation. To ensure a landing page you need to consider something else that is as accurate and targeted as possible.