Landing Page Conversion
-
Hi,
I'm having a few issues with my landing page conversion. I have followed several guides found on this site (especially the unbounce.com ones) but what'ever I try my landing page CRO doesn't seem to increase.
the landing page in question is http://www.drivingtestnow.co.uk/find-driving-test-cancellations.
I'm getting traffic to my landing page solely through PPC traffic from Google. My stats are rough as follows:
Arrive at landing page - 100% (obviously)
Click through to buy now page - 15-20%
Actually complete the buy now process - 1%Conversion from organic traffic landing directly on the homepage at http://www.drivingtestnow.co.uk is having a conversion rate of about 5%. It seems odd to me that my highly targeted ad campaign and landing page are convertign so badly compared to the less atrgeted organic search traffic and homepage.
Have you got any ideas why this might be occurring and also any tips on how I can improve the conversion rate for my product?
Gary...
-
This is certainyl the type of feedback I was after. Having revisited the homepage and landing pages it nwo seems obvious that the landing page doesn't give enough detail about the product.
I've been toying with the idea of removing the video for a while, as I'm not sure (in it's current state) it adds much value. Do you have any examples of videos that you consider to be "dyanmic enough to whip out your credit card"?
I will certainly test out some of the other elements you've pointed out.
-
PPC keyworsd are the same as the organic keywords. More than 95% of my total traffic comes from the keywords "driving test cancellations". this is split between PPC and organic in an 80/20 ratio.
-
I agree with others, on landing page my eyes fixed on this
"Find driving test cancellations fast" i did not understand what it ment,"how to get an earlier test" is more descriptive
but what i want to know is the keywords used in pcc, are they direct keywords or are they keywords they need conversion to your product
Why not send pcc to home page?
-
I would get straight to the point and move the license field right on the first landing page. You're creating additional step and giving people a chance to give up. Testing different page versions will be the only way to tell for sure.
-
Agree with Shailendra Sial - the home page is more convincing to me.
-
Home page clearly explains process (the landing page focuses on the benefits, but it wasn't clear to me exactly what this was or how it worked.).
-
Home page is simple and the graphic elements make everything stand out. To me, the landing page is a little crowded and sections seem to blend in with each other ...
- Trust signals more prominent on the home page. I didn't notice the "100% guarantee" at first on the lander ... or the form when you click through, because it's in the upper right and the white-on-light green at the bottom of the page. On the home page it's right in the middle of the page and the green header text and icon make it stand out more. At least, to me.
- The first CTA on the lander appears a little bit "lost" under the checkmarks. You're only asking for one piece of information, I'm thinking why even make them click through to a second page?
- Re the video: I run FF with Flashblock so it doesn't load and run immediately for me (another, albeit small, demographic to consider besides the proxied users). When I played it, it not only drew my eyes away from the benefits list and the CTA but the video itself didn't feel dynamic enough to capture my attention and make me want to whip out a credit card. Maybe the video should be an optional "See how it works" link?
No concrete answers, but a few things you can test - hope this helps!
-
-
-
banner.png gives a good idea about your website/service in general.
-
People (like me) accessing it behind a firewall can't see the YouTube video.
-
Testimonials are good but i feel they are not adding much value and eating up the precious real estate of the page. I would prefer something like this http://www.sap.com/sme/solutions/businessmanagement/businessone/index.epx
-
A form on the page can do the trick.
Treat it as a feedback from the user
-
-
Thanks. Are there any specific factors that you feel are missing from landing page. How could I increase user confidence? Was there anythign on the other pages of the site that made you feel more comfotable?
-
I believe that the content on your landing page is not very convincing. When i landed on this page i was not very sure about your service but when i went to the Home page and browsed through the pages, i was bit comfortable. I find your Home page better than the landing page in question.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Landing Pages
My question is with regards to my Adwords campaign. Is it best practice to have the user, or potential customers, land on a single page landing page or to an actual website? Does a single page landing page, with no other links, help with conversion? i would be greatful for any opionion.
Conversion Rate Optimization | | RobSchofield0 -
How to make use of those traffics on non-conversion page?
I am working on a website which sells eBooks softwares, most of posts on the site are teaching people how to solve eBook-reading problems and will lead visitors to download and try the software. But some posts are not related to the software, we just write it for traffic, for example: link-bait post such as top xxx romantic eBooks, free eBooks tools review, etc. These posts have got a pretty considerable traffic, but visitors just come here, read, like/share/comment, then leave. Is there any way I can make use of these pages to convert? Thanks
Conversion Rate Optimization | | JonnyGreenwood0 -
What is the best solution to track conversions on local plumbing site (non-mobile)?
What is the best solution to track conversions on our local plumbing site? 95% of leads coming from phone calls, the rest – from the contact form we have on every page. Is there a reliable solutions to track conversion rate for non-mobile local site? As a side note, we have 6 different phone numbers on our site that users can call in order to reach us.
Conversion Rate Optimization | | dinok_ya0 -
Does the word next to domain gives more relevancy to the page of it's URL?
Whether putting a (category or brand) word next to domain is better than on the end of an URL? (i.e. domain.com/sony/tvs or domain.com/tv/sony) Which one would get higher result on SERP "tv" or "sony" in both cases? Or maybe they both serves the same?
Conversion Rate Optimization | | komeksimas0 -
Conversion Rate Optimization (CRO): Best Approach/Plan Documentation
Hey Mozzers - First off, I am well aware of what CRO is, its benefits, and why it is essential for any inbound or performance marketing campaigns. However i am a total newbie at the actual planning and implementation of CRO, so any advice/feedback on the questions below are much appreciated! When planning a CRO experiment/test what is the best way to document it? Should i develop the full plan ahead of time laying out each element? If so, what elements should i include in this plan? What are the KPIs i should report on? What tools should i use for reporting (i was thinking a blend of Google and Clicktale)? Any lessons learned through out your campaigns? Thank you all so much for your input! Regards - Kyle
Conversion Rate Optimization | | kchandler0 -
Conversion and CTR best books and tips?
So there are two things a site owner needs, 1. To rank on page one and 2. To have a high conversion and clock through rate. I'm still learning both but need more help on the second. Any tips? What are the best books to study on CTR and Conversions?
Conversion Rate Optimization | | bronxpad0 -
Weeding out irrelevant analytical data to see truer conversion rates
Here is the scenario. We have many brick and mortar store locations as well as an ecommerce website. It's hard to get exact, but my estimates seem to be that approximately 1/3 of the visitors to our website are interested only in obtaining information about the brick and mortar store locations and not interested in ecommerce transactions. Of course this kills the conversion rate. We use google analytics and I'd like to somehow be able to quantify with more accuracy what the "real" conversion rate might be. Is there some method to weed out specific pages/traffic (like brick and mortar landing pages) from being taken into account when conv. rate is calculated? The number that matters for conv. rate of course is "visits" and not unique pageviews, so I'm not sure that really would do anything helpful. Any tips?
Conversion Rate Optimization | | dickslee230 -
Contact page lead optimization
Hi, I have a client whose contact page is the second most visited after the home page. However, there is a 93.65% abandonment rate on the contact page. This could be for a number of reasons: There is a phone number on the page, so people may call the firm There is a Google Map on the page, so people may get directions The top next pages are: Exiting the site (about 50%) Returning to the home page Going to the About the Company page Going to the Distributors page (the company is a manufacturer) What is the best way to analyze the performance of this page? Thanks, Josh
Conversion Rate Optimization | | joshfialkoff-778630