It’s all well and good to create a kick-butt landing page, but what if you’re sending the wrong people there? You’ll know soon enough if you’re spending more on pay-per-click ads than you’d like without seeing good conversion to sales, and if your bounce rate is higher than you’d like (the bounce rate refers to the number of people who visit your home or landing page and then leave without going to another page on your site.
This post will help you determine if you’re targeting the wrong people on your landing page, and how to remedy the situation.
Consider the Messaging
The key to any business development efforts is knowing your customer. Who is she? What does she look like? What are her interests? Where does she go online? What keywords appeal to her? Let’s say you’re trying to reach women who use organic cleaning products. They don’t expect the products to be cheap, but if you’re using wording like this, you’re barking up the wrong tree:
EcoCool products are cheap and easy to use! Perfect for the frugal mama!
In this example, you’d do better to extol on the virtues of green cleaning. Use keywords like:
- peace of mind
If you’re not getting the sales you want from your landing page, take a look at the wording and imagery on the landing page first. Who does it speak to? Is this the audience you want to attract? You may not even have realized that you were targeting the wrong people with your copy.
Next, look at the lead-in channels to that landing page. This includes your Facebook or Google ads, as well as social media. Make sure the wording you use on these channels is also geared toward the audience you want to attract. It won’t do you any good to write an ad about your cheap eco-friendly cleaner if the people that would click on the ad wouldn’t buy your product.
Make sure your wording includes strong calls to action so that website visitors know what it is they’re supposed to do after landing on your site. Do you want them to subscribe to your email list? Buy something? Contact you? Tell them!
Also, make sure your website is user friendly, meaning that it’s easy to navigate from Point A to Point B. Are your tabs labeled in such a manner that visitors can easily find what they’re looking for? Is it dead simple for them to buy from you? Do you provide ample links to do so? Enlist the help of employees and friends to test out the user experience of your site to make sure that’s not the cause of your high bounce rate.
A few simple tweaks can get your landing page back on track. Don’t miss Bizlaunch’s upcoming free webinar, How to Use Landing Pages to Drive Leads, August 23, 2012, at 2 pm Eastern.
Susan Payton is the President of Egg Marketing & Communications, an internet marketing firm specializing in marketing communications, copywriting and blog posts. She’s written two books: 101 Entrepreneur Tips and Internet Marketing Strategies for Entrepreneurs, and has blogged for several sites, including The Marketing Eggspert Blog, as well as Mashable, Small Business Trends, CorpNet and Lead411. Follow her on Twitter @eggmarketing
Photo: emiliokuffer on Flickr