Landing page contrast is a good approach to make a many out of your traffic. They’re already on your page — we usually need to boost a contingency that they’ll convert, right?
You’d consider it would be sincerely easy to urge your acclimatisation rate, so why, according to VWO, do 6 out of 7 A/B tests destroy to furnish certain results?
For many companies, a answer lies not in a injured contrast strategy, though in a fact that their trade itself is wrong.
Why Traffic Matters
Most alighting page tests are run underneath a arrogance that your alighting page is removing a solid tide of relevant, meddlesome traffic.
After all, if you’ve got a product or offer that meets a needs of your traffic, a biggest acclimatisation barrier contingency be your website.
No evidence here on that point.
Unfortunately, trade to your alighting page is frequency as good a compare for your product or use as you’d like to believe.
For example, during Disruptive Advertising, we’ve conducted some-more than 2,000 AdWords audits. One of a some-more startling things to come out of all those audits is a fact that 12 percent of PPC keywords furnish 100 percent of a conversions.
To make matters worse, a non-converting 88 percent of keywords accounts for 61 percent of ad spend.
So, even in PPC marketing, where we have a biggest ability to control who sees your ads, most companies spend 61 percent of their graduation budgets on a wrong traffic.
Is it any consternation that usually one in 7 A/B tests is a success?
The Wrong Traffic Never Converts
Optimizing your trade comes with an fundamental risk — detriment of trade volume. As marketers, we work so tough to get trade to a alighting pages that we infrequently tumble into a trap of desiring that if we send adequate trade to a page, some of them are firm to convert.
Back in Oct 2013, we published an essay on a blog called “6 Killer PPC Branding Tactics Even Freddy Krueger Loves!”
It was a fun small calm square that took off overnight. All of a sudden, organic trade to a website skyrocketed! In fact, we got some-more hits to that blog post than we did to a home page, and it stayed that approach for a subsequent year.
Awesome calm marketing, right?
Unfortunately, nonetheless a post has driven thousands of visitors to a website, we’ve nonetheless to see a singular acclimatisation from it.
Not one conversion.
What went wrong? The post is clearly about PPC branding tactics, that should expostulate applicable trade for a PPC selling agency. So because didn’t anyone convert?
Well, it incited out that a post was display adult on a initial page of Google, that explains a thousands of site visitors. The problem was, it was display adult for a hunt term, “Freddy Krueger.”
Now, I’m not utterly certain what Freddy Krueger aficionados suspicion they were going to see when they clicked “6 Killer PPC Branding Tactics Even Freddy Krueger Loves” — and I’m not certain we wish to — though they positively weren’t looking for pay-per-click graduation advice.
Is it any consternation that a acclimatisation rate was so terrible?
Who’s Really Clicking On Your Ads?
Even if you’ve got a right keywords and an suitable audience, your trade still competence not be optimized. Sometimes, we have to take a tighten demeanour during a demographics and interests of your aim assembly to unequivocally know because your trade isn’t converting.
For example, a while behind we were compelling a blog post on Facebook patrician “How to Spice Up Your Love Life With Google AdWords.”
It was a witty, tongue-in-cheek demeanour during a crafty approach to use IP residence exclusions in AdWords — a arrange of post that we approaching to do rather good with my aim audience.
Having run Facebook ads for a blog for a while, we had a flattering good feel for what a assembly would respond to and what a acclimatisation rate from this arrange of graduation should demeanour like.
As expected, a essay got a lot of traffic. However, a acclimatisation rate was most worse than usual.
Baffled, we started looking into my assembly information and detected that yes, we was removing some-more clicks than usual, though my additional clicks were all entrance from one sold demographic: 55+-year-old women.
Apparently, a “Spice Up Your Love Life” angle was unequivocally distinguished a chord with a certain shred of women.
As an online selling agency, we don’t typically get a lot of leads from a Baby Boomer generation, so it was transparent because a acclimatisation rate for this post was so low — we were pushing a wrong arrange of trade to a site.
Previous to this post, a online selling concentration of a promoted posts had naturally filtered out a 55+-year-old crowd, though this post had drawn in a new demographic and reduced a apparent acclimatisation rate.
However, when we altered my targeting to bar people over 50, my acclimatisation rate went behind to normal. My click count dropped, too, though we was no longer profitable for clicks that had small possibility of indeed converting.
You can optimize your alighting pages until you’re blue in a face, though a wrong trade still won’t convert. Even if we somehow conduct to remonstrate them to convert, they positively won’t spin into sales — which is eventually what matters most.
So, if you’re struggling to get your alighting page tests to furnish suggestive results, we should take a long, tough demeanour during your traffic.
Here are 4 things to consider:
1. What do we know about your aim audience?
Make certain we know who they are, what they are meddlesome in and where we can best aim them. The improved we know your audience, a improved your ads — and a improved your ads, a improved your traffic.
2. Why does your assembly need your product/service?
Your alighting page should remonstrate your assembly that your product or use resolves a pain indicate for them. With that in mind, your ads should filter and prep intensity trade for your alighting page so that when they arrive, they now bond a dots and think, “This is accurately what we need!”
3. How specific can we get?
The some-more closely aligned your alighting page is with your traffic’s pain point, a some-more effective it will be. And a some-more granular your ad targeting is, a some-more specific we can make your alighting pages. Double win!
4. Is your trade value it?
Look during your analytics data. Break down what’s operative and what isn’t, and afterwards stop profitable for trade that doesn’t modify effectively.
Traffic: The Secret To Successful Testing
Ultimately, a high-performing alighting page isn’t usually about optimizing your user experience. It’s about putting a right people on a right page with a right expectations.
Miss any one of those ingredients, and we have a recipe for failure.
With that in mind, examination your trade before we start off on your subsequent alighting page exam run. Have we unequivocally optimized your site traffic?
If not, you’re usually environment yourself adult for another failure.
Some opinions voiced in this essay might be those of a guest author and not indispensably Marketing Land. Staff authors are listed here.
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