It’s funny – most people who come to me for Adwords help don’t really have major Adwords problems.
Their real problem is converting their Adwords clicks into leads or sales.
So a great deal of my work is to do with increasing website conversion rates – not just tweaking Adwords accounts.
Anyway, I recently did a little landing page optimisation for a long term client of mine and got a big lift in conversions.
Here’s the result:
As you can see, the new page increased conversion rates by 215%.
So what made the difference?
Well, there were no layout changes or fancy redesigns.
And I didn’t test a new headline, bullet points, text size or colour.
The change that improved conversion by 215% was the offer.
The original offer was along the lines of “Leave us your details and we’ll find you the best deal”…
… whereas the new offer was more explicit: “Get 2 karting sessions for the price of 1.”
The new page’s call to action told the reader to claim their 2 for 1 voucher – and the 3 of the bullets on the landing page explained how the offer worked.
But other than that, the pages were identical.
So remember to test your landing page’s offer before you test other things.
Here are a few ideas to get you started.
- A discount,
- A bonus gift,
- A free trial,
- A £1 trial,
- A free report or white paper,
- Limited time deal,
- Limited quantity deal,
- Buy one get one free,
- Free quote/estimate,
- Free consultation,
- Money back guarantee,
- Performance-based guarantee,
- Free postage and packaging,
- Entry into a competition or prize draw.
I’m sure you could think of more, but they’re a start.
So start testing a new offer and let me know how you get on!
PS: If you want help with Adwords or your landing pages feel free to get in touch for a chat.
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