Question

Topic: Website Critique

Where Are We Losing Conversions?

Posted by simonp on 10/14/2013 at 10:12 AM ET 125 Points
We are a mind mapping software developer. Visitors in the main arrive on the landing page (below) when searching on Google using the terms ‘mind mapping software’ , ‘mind map software, ‘mind mapping’, ‘mind map’ and clicking on the Adwords ad. These ads are also showing on the display network targeting the same keywords.

The conversion is downloading the free trial of the product. To do this you click on the call to action button on the landing page which then takes you to another page where you fill out the lead gen form. We are always looking for ways to improve our conversion rate and I am interested in finding out whether anyone has any thoughts as to why people may bail from the conversion and on ways to increase the conversion rate.

Here is the landing page

https://www.mindgenius.com/Download/MindGenius/Business.aspx

Download Form

https://www.mindgenius.com/Landing-Pages/BusinessDownload.aspx

Thanks
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RESPONSES

  • Posted by Moriarty on 10/14/2013 at 12:06 PM Member
    Well your website is clear and easily navigated.

    A few questions: in your Adwords campaign are you targeting any other keywords than mind mapping software? Are you using any negatives? I presume your CTR is around 2-5%. If it's better, well done. Looking at the copy on your website, I'd imagine that your ads will be fairly pedestrian. Livening them up - getting a little provocative* - could boost that considerably. Let's face it, a 50% increase in traffic is a 50% increase in traffic right down your funnel. Nor need it cost that much more if your CTR is improved. That's the beauty of Adwords. (*I'm good at that, the Marketing Profs crew know all about that ... )

    Display network: which are your most popular websites? Can you not target them by upping your bid? That way you'll get more presence. Likewise, is mobile advertising working for you? You can also control that bid price if it isn't. Be warned that negatives on the display network act in a very different way to the search algorithm.

    Your copy is not all it could be. It doesn't describe how this software helps people, offers no examples and counters no objections. What is the price after 30 days? Each of these issues can be effective in increasing throughput by several percentage points. At this early stage of the funnel, that is crucial. A 2% increase at each stage of your funnel quickly multiplies to numbers that'll have you falling off your chair.

    Do you have an email autoresponder that tells people what's up? Tips on how to use it and so-on?

    You ought only ask for an email at this stage plus their first name. You simply don't need the other info right now. You can get that later when they've tried everything out and are satisfied.

    Does this get you any further? I think you've got a sensible website, it needs some tweaks and it should be running nicely.
  • Posted by Jay Hamilton-Roth on 10/14/2013 at 1:13 PM Member
    Have you asked those people who have taken the time to download the software and ask them how it meets their needs (or not)?

    The download form likely asks for too much information from a prospective client. Instead, prune it down to the minimum: email address (and first name). When people are ready to buy, they'll give you more info. If they don't buy, find out why not.

    Also, you're no doubt aware that there's a wealth of free online mind-mapping software available. No download hassles/worries. No (or minimal) registration.
  • Posted by simonp on 10/15/2013 at 7:35 AM Author
    Thanks for the responses!

    @Moriarty Yeah we are currently doing all you say in Adwords as well as having autoresponders once people download. Predominantly it is those keywords for both Search and Display campaigns in the OP that brings people to this page. Only from different countries like US, UK, Australia etc. It looks like we are getting highly targeted visitors to the landing page but many don’t go on to convert. I will certainly look into the copy of the landing page. Perhaps the benefits and advanced features are not really coming across.

    @Jay Hamilton-Roth Important information is captured for the sales team in the download form but granted 10 fields is too much and just reducing this down to 8 would help. More if I get my way ;)

    @KSA Looking at analytics, the bounce rate for the landing page seems to be really high whilst the download form page has an acceptable exit rate (although one that can still be improved) The landing page I believe has a lot more room for improvement. Looks like the majority of people landing on this page are then leaving without downloading. We have both a business and education version that are significantly different in price so not sure adding the price to the page will help in this instance. What do you think?

    Looking at analytics the main issue seems to be with the landing page. Such a high bounce rate tells me our message is not coming across that well and not giving enough reason for people to go on and download. I tried an a/b test using a video instead of the laptop image but the laptop image won – much to my surprise. As well as a copy issue I am asking myself - is it a trust issue? Or design/layout issue?
  • Posted by Moriarty on 10/15/2013 at 8:40 AM Accepted
    I am going to turn this around 180 degrees, okay?

    You're in a competitive market where there are a lot of freebies on offer. That's tough - but wait.

    What would you say to someone who's looking for the convenience that a paid service can render them? What would you state as the reason to spend $25/month on a system that they could get for free anywhere else?

    Answer those questions and you'll find entire new avenues to pursue in terms of your advertising. Countering objections with sensible answers means your copy will all but write itself. Put these objections in your Adwords campaign and see your CTRs spike. You might even break the 4% barrier.

    When you say "Important information is captured for the sales team in the download form but granted 10 fields is too much and just reducing this down to 8 would help" getting it down to 8 will increase your signup rate by 0.15%.

    .................................... Down to 7 - - - +0.24%
    ........................................................ 6? +0.35%

    Down to name and email your signup rate goes up by ................ 5%.

    Do you want so little information that you have to lay off sales staff? Or do you want more leads that you can nurture? The choice is yours.

    As to a/b split testing, make sure the differences are big enough to tell you that you're asking a clear and direct question of your marketplace. If the difference isn't AT LEAST 60-40 in percentage terms, its not clear - in academic terms, it's statistically invalid. All my split tests yield one answer that has as many clicks as the rest put together. It's the power of what Rosser Reeves termed the "Unique Selling Proposition" - the USP. Believe me, it works.

    A good headline has an impact on the reader that is way more than just about any other detail. Imagine, Readers' Digest sent out a postcard with their mailings. On it were three different topics for an up and coming article. The readers could check the box of the article they'd like to read most and popped it in the post. Readers' Digest then worked out which article they'd like to read. It took time and effort, it did work. There was one clear winner.

    Each of those titles - so different to the viewer - was actually for the self-same article! Now that IS a split test. Had Readers' Digest chosen three titles and printed them in three colors the readers would have thought them mad.

    That was in the 1930s. The thinking behind the split test is anything but new. Guys like Claude Hopkins could get a 12% CTR straight out of the box because he would ask the right question - and he'd only need to know how to type the ad into the box and set it all rolling.

    In short, it's not a trust issue (as such) and it's not a layout issue. Right now, it's a headline issue. Get that one thing right first, then think about videos or silver/black laptops.

    Sorry if this was a little abrupt.
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