Question

Topic: E-Marketing

Landing Page Conversion Improvement.

Posted by Anonymous on 4/29/2013 at 2:00 PM ET 25 Points
I am able to get an average of 25-30 visitors to my website using Exactseek pay per click program of clients that responding with key word search of "business loans" however I get little or no conversions once they have responded to the Ad and clicked the link. Please let me know what I can do with this landing page to get those that click through to submit their information for a free consultation. The Ad that draws them in reads " In need of funding? When banks say "NO", alternative funding is still available". They are then taken to the landing page https://www.whenbankssayno.info and prompted to submit their contact information for a free evaluation/consultation.
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  • Posted by Moriarty on 4/29/2013 at 2:36 PM Accepted
    Firstly have you split-test the headline? Have you split test the ads that come from the search engine?

    More to the point - two issues: do these business owners look online for "business loans"?* My bet is that many of them will have worries and *don't* want to risk borrowing again! However, there will be ones who do - so what questions will they be asking to which your lending program is the answer? It's not so easy, is it? [*They will look for this search term, but only once they've exhausted a number of other channels].

    A little psychology - does a businessman want to throw money in the air if he gets a loan? My bet is that he'll want to guard it closely and invest it wisely. So split test the images to see if a wad of banknotes does a better job.

    To my view, the signup element is too big and way too complex - all you need for now is a name and email. The rest can wait. That makes it a lot less daunting, and a lot less of a commitment. Dump the captcha too! You want everybody, you can kick them out of your sales funnel later, okay?

    Your wording is way too small, plus it doesn't connect with the frustrations that a small business owner feels right now. It's all sterile, too much "I'm selling this, do you want to buy it?" you should be writing something like "Are your feet killing you?" - ah! not quite the right phrase, but you get the drift. Is your bank killing you? You want to get them interested in a (for example) white paper all about how your loans have helped businesses thrive. That's when they'll sign up for your newsletter.

    You can sort the evaluations later.

    Just my two cent's worth.

  • Posted by SteveByrneMarketing on 4/29/2013 at 3:03 PM Member
    Moriarty makes some excellent points. Not all prospective customers want to initially provide you with more than their name and email address. Try an a/b split test .. (a) as is and (b) clearly indicating only name and email are required. Once you have their email addresses (as a growing database), you can continue a dialogue and learn a great deal from "split testing" your follow-up touches and messaging.

    Regarding what happens after they fill out the form and click, I don't have a clue. I would only provide my name and email to find out.

  • Posted by Jay Hamilton-Roth on 4/29/2013 at 3:08 PM Member
    Your landing page is too aggressive. If they don't know you, why should they provide you with lots of information? Instead, ask them for their email address first or simply make your phone # more obvious for them to call you. (Aside: your email address of shorttermfunding@yahoo.com doesn't inspire confidence that your business is professional).
  • Posted on 4/29/2013 at 6:17 PM Moderator
    Great advice above. In addition to what others have said, you need to deal with the message mismatch between the search term/keyword, ad copy, and landing page.

    A little bit of A/B testing will go a long way toward fixing your conversion problem.
  • Posted by Gary Bloomer on 4/29/2013 at 7:40 PM Accepted
    Your landing page has too much text on it and you're asking for way too much information up front without FIRST delivering massive value. No one ... NO ONE will buy from you until you prove to them that people know you, like you, and trust you.

    The ONLY information you need to collect is a name, a phone number, and an e-mail address.

    You then send people to a download page where you give them more information that's general, yet valuable. Then you wait, ask for people to carry out another action, and you then use the results of THAT action to lead prospects closer to your close.
  • Posted on 5/4/2013 at 11:56 AM Author
    Thank all of you for the great advice. I will implement the changes of the submission form, the Ad copy, reduce the wording as well as make the text larger on the landing page and test to see what works the best.
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