As a child who was fascinated with the magic retailer, it’s form of stunning that I nonetheless don’t know the way magicians do sure methods. But it surely’s in all probability as a result of as an grownup, I’ve spent most of my time making an attempt to grasp one magic trick:
Making more cash seem — each for my PPC agency and for our shoppers.
How can we do it?
A big a part of the magic comes from the touchdown pages our CRO group designs and exams. And right now I need to reveal all of the methods that go right into a high-converting touchdown web page to make you the David Copperfield of PPC touchdown web page testing.
(Maintain studying beneath the gifographic for extra clarification.)
Geographic specificity: Get extra native love
When your PPC campaigns and touchdown web page work collectively on a geographic stage, you unleash severe conversion potential.
To assist illustrate, think about these two situations:
- A nationwide PPC marketing campaign that goes to a nationwide touchdown web page
- A city-specific PPC marketing campaign that goes to a city-specific touchdown web page
Which one do you suppose will carry out higher?
I believe the second would — and we now have 100+ shoppers that might agree. By changing into extra granular together with your PPC campaigns, you’re capable of make the customer imagine that you simply’re native (even for those who’re not).
Take this instance of utilizing geographic-specific space code cellphone numbers on touchdown pages versus a generic 800 quantity:
And cellphone numbers are solely a begin. Check geographically particular PPC advert copy, touchdown web page headlines and even visuals.
We use Unbounce’s Dynamic Text Replacement (DTR) to assist us simply launch dynamic touchdown pages and forestall site visitors dilution that slows down statistical significance.
Which brings us to our subsequent trick…
Dynamic textual content alternative: Much less work, extra enjoyable
Dynamic text replacement lets you swap out the textual content in your touchdown web page with key phrases out of your PPC campaigns.
By making small changes to your PPC marketing campaign URLs, you can also make one touchdown web page particular to tons of of key phrases you’re bidding on, leading to a touchdown web page that reveals precisely what guests looked for:
With DTR, you may flip one touchdown web page into 100 touchdown pages.
Right here’s an instance of an outside firm utilizing DTR to “magically” create super-relevant touchdown pages.
If the person looked for “climbing backpack,” that is the touchdown web page they’ll see:
And in the event that they looked for “trekking backpack”?
Increase.
Discover how nothing modified however the textual content on these two pages?
Learn a full clarification of this “magic trick” here.
Multi-step touchdown pages
You’ve heard how lowering the quantity of kind fields will assist enhance your conversion charges, proper?
However what if I instructed you that there’s a method so as to add extra fields (thereby higher qualifying prospects) whereas nonetheless enhancing conversion charges?
That’s some true David Copperfield s*** proper there.
Multi-step landing pages can assist you obtain simply this by asking for slightly info upfront, then progressively asking for an increasing number of. Dr. Robert Cialdini, writer of Influence: The Power of Persuasasion, explains that this system works due to a precept he calls Dedication and Consistency:
On our personal touchdown pages, we begin by asking questions which are straightforward to reply, after which progressively get extra private.
We’ve discovered that these “micro conversions” make it extra seemingly for the prospect to then later fill out extra private particulars corresponding to their title and get in touch with info:
Name to motion temperature testing
A typical mistake a variety of our shoppers make previous to working with us is that they use the identical name to motion for all their PPC traffic: search, social, video and show.
That is problematic as a result of various kinds of PPC site visitors have completely different ranges of intent.
For instance, folks seeing your advertisements via the Search Community will be folks actually near changing (relying on key phrase intent), however the Show Community sometimes has guests who’re a couple of steps behind. (I wrote about this on the Unbounce weblog earlier than.)
We now have discovered that show leads are sometimes colder than leads acquired via the search community.
If a sure PPC channel isn’t changing for you, generally switching up the supply — and the decision to motion — could make all of the distinction.
We’ve discovered that the presents on the left work effectively for chilly leads, whereas the presents on the fitting work higher for heat leads:
As with most PPC ways, this requires a little bit of testing. And don’t overlook to have a method of nurturing chilly leads down the funnel.
Native visuals: Make ‘em really feel at dwelling
Bear in mind how one can enhance conversion charges by altering cellphone numbers and headlines to seem extra native to the customer’s location?
You can even try this together with your hero shot and different visuals you’re utilizing in your touchdown web page.
We ran a take a look at for a roofing firm who marketed in a number of states. As a result of we had been capable of cut up up the PPC site visitors based mostly on geography, we had been capable of funnel all guests to a devoted touchdown web page with visuals that matched the native really feel:
The consequence?
Conversion charges elevated by 22%.
It appears so easy, but it’s a bit of labor to arrange.
However the payoff is immense.
Hidden fields gross sales monitoring
This very second, you’re seemingly bidding on multi-intent keywords that will carry you conversions (leads, demos or trials), however won’t ever flip into gross sales.
However with hidden fields gross sales monitoring like Google’s ValueTrack parameters, you’re capable of create hidden fields in your touchdown web page to seize lead info, together with different nifty information, like:
- The key phrase they typed in
- The machine they had been utilizing
- The touchdown web page URL they transformed on
- The geographic location they had been in
Together with your CRM lead entry that now has all that extra bulleted data, you’re capable of return to your PPC accounts and be taught not simply what key phrase gave you the lead, however what key phrase gave you the sale — in different phrases, which of your key phrases have the very best closing price.
With that info, you’ll discover that you simply’re capable of afford larger CPAs for sure conversions in comparison with others, and this may finally assist you to get larger volumes of the proper sort of conversions.
How’d you try this?
PPC touchdown web page testing will be complicated, however these few methods above are what assist us double the efficiency for our shoppers.
The following pointers will assist you to customise your touchdown pages, leading to higher advertising and marketing experiences that convert higher.
So you may pull extra rabbits conversions out of your hat PPC campaigns.
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