Like several potions grasp would attest, the key to a terrific elixir lies within the measured mixture of its elements.
Through the years, Titan PPC, a full-service pay-per-click promoting company based mostly in Vancouver, has developed a “magic formulation” for designing lead era touchdown pages that convert at common of 15% or increased.
The key ingredient? For firm founder, Patrick Schrodt, it doesn’t boil all the way down to only one.
Learn on to search out out what key elements make Patrick’s lead gen touchdown pages so highly effective. Then take a look at them your self with the brand new, kick-ass Hyperion template in the Unbounce app.
1. Make your touchdown pages related
Any sensible marketer is aware of that when guests attain a touchdown web page, they received’t all have the identical intentions for being there. Some could have clicked an advert in search of a plumber in West Seattle the place others could have clicked one in search of a plumber in Capitol Hill.
But when your shopper is a plumbing firm that serves your complete Seattle metropolitan space, your touchdown web page ought to present each the guests from West Seattle and Capitol Hill that you simply’ve bought the service they want within the location they need it.
In different phrases, you need to use geo-targeting to make your touchdown pages particularly related to your prospects. As Patrick explains:
There’s all the time been geo-based searches and there all the time can be. For our personal campaigns, we’ve gone as focused as together with a map on each touchdown web page. We spotlight a guests location on the map relying on the the place their search is coming from — individuals go loopy for it!
And the conversion charges don’t lie.
Watch this clip to listen to how Titan PPC used geo-targeting to enhance a shopper’s on-page conversion charges from 6% to 33%, virtually in a single day.
Interview with Patrick Schrodt, founding father of Titan PPC.
2. Use (superior) pictures to interrupt up your physique copy
By no means decide a e-book by its cowl… proper?
Nicely, truth is, when a prospect reaches your lead gen touchdown web page, the very first thing they’ll do is decide your supply or product by the best way you’ve introduced it to them. And so they’ll do it inside seconds.
That’s why you need to ensure that it appears so good they received’t need to depart.
The important thing to holding prospects ? Nice pictures. In accordance with Patrick:
Photos assist prospects get a transparent image of your shopper’s product or supply, and it exhibits them you’re knowledgeable.
Titan PPC provides full-page horizontal picture galleries all through their lead gen touchdown pages.
It helps break up a customer’s consideration as they scroll by giving them one thing good to take a look at.
However you may’t simply slap a bunch of pictures right into a gallery and hope that all of it comes collectively.
When you’re going to supply pictures for shoppers, it’s important to be sure to seize pictures from a collection. I’ve seen touchdown pages the place it’s apparent that every picture belongs to a unique suite and it’s not coherent or good to take a look at.
Try this instance of cohesive picture galleries on certainly one of Titan PPC’s lead gen touchdown pages for a garden mowing shopper in Philadelphia:
Screenshot of cohesive picture galleries, touchdown web page designed by Titan PPC.
3. Remind guests why they’re in your web page
Keep in mind that bit about ensuring your touchdown pages have been tremendous related to your guests? Nicely, that typically means reminding them precisely why they’re in your touchdown web page.
For Titan PPC, the easiest way to do this is by including a smooth scroll call-to-action (CTA) bar proper beneath the horizontal picture gallery.
Why? As a result of it brings a prospect proper again to the place you need them: the shape.
It really works as a result of each time a customer sees one thing visible and eye catching [like the image galleries], they’re then prompted to fill out the shape.
4. Make the shape match the supply
Talking of taking prospects again to the place you need them, the design of a type in your touchdown web page ought to by no means be an afterthought. Meaning weighing, measuring and sifting each merchandise from the inquiries to the CTA so it’s absolutely optimized to make sure a conversion.
It’s so key that the shape matches the supply. In any other case a prospect will simply be turned off.
So in case your shopper is providing a 100% free quote on plumbing providers, then the shape in your touchdown web page ought to reiterate, loud and clear, that the supply comes at no value.
Sounds fairly straight-forward, doesn’t it?
However matching a type to a suggestion additionally means ensuring you may have a strong understanding of your audience. As Patrick explains:
For real-estate shoppers, the CTA is all the time to obtain a free flooring plan. However for shoppers which are service based mostly, like plumbers or roofers, the CTA is all the time to get a free quote.
All of it comes again to personalization: various kinds of prospects need to see totally different sorts of gives. In accordance with Patrick, real-estate prospects need the sensation of exclusivity, whereas service-seeking prospects are in all probability simply in search of the most affordable approach to repair a runny faucet or leaky roof.
Titan PPC’s final tip for optimizing the shape? Make the shape catch your prospect’s consideration.
We all the time put a starburst or icon within the nook of the shape. It’s often one thing like ‘100% free’ so it pulls a customer in and reminds them why they need to fill it out!”
Right here’s an instance of what Patrick means:
Screenshot of a high-converting touchdown web page type, designed by Titan PPC.
From exhibiting your guests ultra-relevant content material to creating positive that content material has superior design and circulate, the touchdown web page magic formulation is all about giving prospects precisely what they’re in search of and anticipating to see once they land in your web page.
Care to attempt a few of Patrick’s tips your self?
Sign up for a free 30-day trial of Unbounce and check out the Hyperion template, a design impressed by Titan PPC’s highly effective elixir for high-converting touchdown pages.
