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
-
Better use Google Analytics? This is for Conversion Rate Optimization purposes
Hi Moz-ers, I've had much help from the Moz community and hoping you can help me out on this one too. I would like to track everyone who visits our town listing pages. We operate much like ratings and reviews websites like tripadvisor and booking.com. What is the best way to track visitors coming to our listings pages only (for example tripadvisor shows top 10 hotels in London.) I would like Google Analytics on London and all other towns including Birmingham, Southampton ect... Is it possible to set up Google analytics to track this? These are our highest volume pages so having an idea of the traffic behaviour is crucial for SEO and Conversion Rate Optimization. As usual, looking forward to the advice we receive! Thanks,
Conversion Rate Optimization | | Eric_S
Eric0 -
How to track conversions?
Hi Mozers, Anyone know how I can go about finding what my conversion is on my site? Or how to go about setting up tracking?
Conversion Rate Optimization | | edward-may0 -
Vat conversion rates (UK)
Does anyone have any evidence about the impact of displaying or not displaying prices including VAT on your website on conversions? A client wants to show prices excluding VAT so the prices look competitive with their competition who also display excluding VAT (20% UK sales tax). I have explained that the sudden 20% increase to the basket cost will put off a lot of customers (even if all prices are marked as excluding tax) but they will not listen. We have previously displayed both prices but this looked messy and customers got confused. What I really need is some research that shows what the impact of doing this is (ignoring the fact that it is not even allowed by HMRC). Any thoughts welcome!
Conversion Rate Optimization | | MrFrisbee0 -
Help! Tracking Conversion Source of Specific Users: Possible? How?
Just as an example, let's say we generate a website lead from John Smith. Can we trace John Smith's activity back through AdWords or Analytics to see exactly where he came from and (with AdWords for example) what keyword he typed in before clicking our ad and converting? Thanks for the help!
Conversion Rate Optimization | | RickyShockley3 -
Brand Name: Conversion Rate Optimizing: Eponymous VS Generic
Good day all, We are entertaining the idea of changing the Domain Name & Brand Name for straplessfashion.com. While still in development, the website sells women undergarments. We did some survey research and it seems that women (age 18-40) really liked either "Demi's Dream" or "Almost Skin" as a good name. More specifically, Almost Skin seems to be the more popular choice over "Demi's Dream". I think "Almost Skin" catches attention quicker and may work best in PPC. However, when personalizing a brand name is considered, "Demi's Dream" might be the best choice. Would you please offer your advise on which of these two names might be the best for a new Domain and Brand name for the website mentioned above? Which would convert better? Thank you for your help. Carlos
Conversion Rate Optimization | | 90miLLA0 -
Question about conversion rate in ppc
Hi guys, Im managing the campaigns in the company that im working and so far i think that the results are o.k more or less. The problem is how can i really know if it is o.k ?
Conversion Rate Optimization | | WayneRooney
I really don’t have any data to compare to… For example, this is campaign from the insurance niche from the uk : Clicks – 132
Impr – 6,958
CTR- 1.90%
Conversion – 20 (Not inducing the one that calls the office)
Conversion rate – 16%
Total cost – 704£ How can i know by these number that the campaign is working ? Same here (T-shirts campaign for the Spanish market): Clicks – 1,219
Impr – 26,177
CTR- 4.66%
Conversion – 56
Conversion rate – 4.5%
Total cost – 493€ Probably you will say, check how much you spend and how much you got back ?
This is also a problem for me. I can see the numbers of the conversion but because we are not eCommerce so i cant really know the total income. Do you know if there’s is a way that each for quote that coming to our system
so i will know where it came from ? Like a comment in the url or something ? I think that 90% of our income/quotes comes from the organic as we are ranking very high in Google so its a bit mixed in the system. Any feedback or tips here on this will be very welcome…0 -
Adwords conversion data is contradicting
I am looking at my Adwords data from a segment of last year. It shows my total for all ad groups in this campaign at 18. I only have one ad and it shows 7 conversions. Where are the other 11 coming from?
Conversion Rate Optimization | | EcommerceSite0 -
What company/person do you recommend for improving conversion rates on landing pages?
Hello! I'm looking for specific recommendations of companies with whom you have been "Tickled pink at fantastic conversion improvement results!" I'm the customer for this service. 🙂 I seek a page-level review of a specific area of my site. I'm looking for output of specific recommendations for improving conversion rates. I want to avoid paying for a "generic best practices report" with one or two ideas for my site sprinkled in. I realize that I will be called to complete proper input into the process. I am ready to do my share with the level of detail required. So, if you have an enthusiastic recommendation, please share. Details are appreciated. Most important, please tell me why this company made you very happy. I sincerely look forward to SEOMozzer input. Thank you kindly, Loren
Conversion Rate Optimization | | groovykarma0