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
-
How does Shopify attribute conversions?
I'm trying to resolve a number of conversion discrepancies found in Google Analytics. I discovered that Shopify also provides its own 'conversion details'. In some cases they correlate, which is awesome! But in many cases they do not. Anyone know why this is? And which is more reliable (remembering that Shopify is an actual, real order)? Does anybody know how Shopify attributes conversions (ie. last click, first click, or some hybrid of the two)?
Conversion Rate Optimization | | muzzmoz0 -
Is anyone aware of stats stating how many people abandon pages the deeper they get in a site?
For example, let's say someone enters via a landing page, and instead of having a form there is a button to a form. What percentage of people will click the button and fill out the form vs if the form was right there on the page? Basically, I am trying to figure out what percentage of users do websites lose for every click a user makes on the site.
Conversion Rate Optimization | | Firestarter-SEO0 -
Too many pages or not enough?
I have an SEO question for you: My client is building a new website and wondered about individual pages for his items, let me break it down for you... He sells display cabinets, one of which is a shot glass cabinet. He has 5 types of the shot glass cabinets, that come in 3 different types of wood, 2 different mirrored backings, and with or without a locking mechanism... Now is it better, SEO-wise, to create 5 pages for his shot glasses, with the selectable options, or is it better to create a different page for each of his shot glass cabinet options? This would mean something like 24 different shot glass pages. He feels that the more pages he has, the more lines he's throwing out there looking for a bite, but he, and I, don't know if that is necessarily a good thing for SEO. The pages would be named slightly differently, but the copy on each page would read just about the same... What do you think? 5 pages with options, or 24 pages again with the ability to change the options. Side Question: If more pages is the way to go, what would be the draw back when he does this with his other 8 cabinet types and their multitude of configurations? Thanks for the help!
Conversion Rate Optimization | | robertsteck0 -
Ideas on multi layered conversion opportunities
I was speaking with an SEO and he brought up multilayered conversion opportunities - means of capturing a users info dependent on the point in the purchase process they are. The two examples he used were a user who just wants to download a brochure to "window shop" and a user who is ready to buy and wants to get a price. Just curious if anyone had any additional ideas for means of conversion other than the 2 above and any additional thoughts or ideas on the matter.
Conversion Rate Optimization | | jarjarjarvis0 -
Conversion Suggestions or Ideas
Late last year we did an overhaul of our website. We didn't change we did or what we sell just the format and overall look. What used to work for Adwords and Adcenter conversions doesn't seem to work as well on the new site. Any suggestions on where I should start to turn this around?
Conversion Rate Optimization | | EcommerceSite0 -
Is checkout page setup (in regards to abandonment) this sensitive?!?!
About a week ago, I added a google checkout button (which wasn't really positioned well) & option to add a note on my checkout page for my site. Over the next three days, my cart abandonment was 100%!!!!! 16 customers got to checkout, but all of them dropped out... I was starting to freak out and finally took the google button & note option down. Since then, I'm back up to about 50% abandonment. Is the ecosystem of a checkout page really this sensitive? If so, holy S#$%! Just wondering if anyone has any general advice or links for me to study up on checkout abandonment. Maybe we can get a Whiteboard Friday discussing this?
Conversion Rate Optimization | | PedroAndJobu0 -
How Do I Create a Google Analytics Dashboard for My Designer To Monitor Landing Page A/B Testing
Hello All, We recently started doing some "AdWords Experiments" using A/B testing of our search landing pages. My web design team does not have access to our AdWords account, but they do have "user" access to our Google Analytics account. What I need to figure out how to do is setup an easy dashboard (or custom report) that will show them at a quick glance how the two versions of their page are performing in terms of: Goal Completions (Conversions) where the specific page is the entrance/landing page. Bounce Rate Time spent on site where the specific page is the entrance/landing page. Pages viewed where the specific page is the entrance/landing page. Possibly a way to see the most popular page visited 'next' after starting on the specific entrance/landing page Anything else that might be useful The two URLs would be like: http://www.domain.com/search/testa/
Conversion Rate Optimization | | Robert-B
http://www.domain.com/search/testb/ Any insight about the best way to do this is greatly appreciated! Cheers!0 -
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