#SEOPodcast287 – 5 Ways to Instantly Improve Landing Page Conversions
Could your business benefit from 5 Ways to Instantly Improve Landing Page Conversions? Find out as Chris and Charles go over 5 Ways to Instantly Improve Landing Page Conversions on #SEOPodcast287 on Podomatic and YouTube.
Chuck: A little bit of potatoes, not much, a little bit of potatoes. One, WordPress 4.3 is available.
Chuck: And so they’ve made some pretty cool features in there. One of the main issues people were struggling with WordPress was the customization and the usability of the menus. So now they’ve vastly improved menus and how you can adjust them and make the pages show and dropdowns and everything else. That’s really the biggest rollout as part of 4.3. And I want to give a punch in the face to DeClustered Marketing who hit us up on Twitter @declusteredmktn who says, “At E-Webstyle, you have an awesome podcast. Thank you for your hard work.”
I appreciate you. A punch in the face to you. Thank you for tuning in.
Chris: And again, keep tuning in. Excellent. So that is the potatoes of our podcast. Time to get into the meat.
Chuck: Yes. Like we stated earlier, man, I want to give a huge punch in the face to Zac Johnson and the good fellas on Search Engine Journal. Zac posted this article: 5 Ways to Instantly Improve Landing Page Conversions — 5 Ways to Instantly — that’s what made me click, Zac, just so you know, the word “instantly” that I was like, okay, let me see what this article is about — to Instantly Improve Landing Page Conversions. He started off the article by saying, “In this world of online marketing is all about adapting with changes, tweaking your business and analyzing the results.”
Zac, you’re absolutely right. You must test and measure like no matter what type of online marketing you’re doing whether it’s SEO, whether it’s pay per click, whether it’s some email marketing, whether it’s some video marketing, whether it’s content marketing. Whatever you’re doing, you have to test it and measure it if you wanted to be successful, if you wanted to grow and if you wanted to continuously get better, then you must test and measure it because if you don’t, then you end up just doing it. And it may work marginally. And if you haven’t tested it, then you may think marginally is pretty good when marginally could really be bad.
So the only way you will know that is if you run that ad or run that promo or run that content or run that point of view or run that color or whatever it is you’re testing against another one. And so that way you can see which one works better.
Chris: Just a note. So there is a difference between advertising as an expense and advertising your thought process. Shouldn’t be that advertising is an expense? Because an expense is just something you pay for and you have to pay for and you can’t necessarily track an ROI?
Chuck: Yeah, shipping is an expense.
Chuck: You know what I’m saying? Ordering and catering for your business meeting is an expense.
Chris: Lights are an expense.
Chuck: They are an expense. Rent is an expense.
Chris: Right, because you can’t make income. Of course, you can’t make any money if the lights aren’t on or the internet is on —
Chuck: It’s unnecessary expense.
Chuck: But it’s an expense nonetheless.
Chris: And advertising and especially — well, online marketing or traditional advertising, it’s an investment and you should be tracking it. We say in the podcast which is now, we always say don’t throw money against the wall and see if it sticks. Track it, monitor it, and then make decisions based on it.
Chuck: Yeah, definitely. So number one, he says, and we go to five ways to instantly improve your landing page conversions, number one, he says mess around with the colors, and I’d like to use the word “mess” because he’s absolutely right. Not everyone has these ideas of what colors work and what colors don’t work.
Chris: It’s orange.
Chuck: It’s green.
Chris: You think it’s green? I think it’s orange.
Chuck: I think it’s yellow.
Chris: Yeah. Maybe it’s red.
Chris: Or it could be purple. It depends on the other colors.
Chuck: It depends on the other colors but more importantly, it also depends on the industry. It depends on the industry. It depends —
Chris: The target market.
Chuck: Yes. It’s a lot. Play with this. So you can’t just automatically assume green means go. All the buttons need to be green because it’s going to make people go.
Chuck: They could go away. Frankly, that may not be what you want. As a matter of fact, he says the colors of your landing page and calls to action play a huge part in your conversions with those examples. He said the color blue creates a sensation of trust and security while red increases the heart rate. Maybe right there. I’m pretty sure some research went into that and I agree. I understand how red makes you feel a certain kind of way.
Now, how that transpires in regards to the CTA or button, it could have an adverse effect, right? Red could literally make them stop like, oh, red, stay away or red could be exactly what they needed to click.
Chris: It could feel like a commitment.
Chris: Like I know it’s a button and it’s red.
Chuck: And it’s red. It’s important and it’s powerful. It’s red.
Chris: I’m not ready for that. I’m just, you know, I’m not ready for that commitment.
Chuck: Exactly. So you have to test and measure. Now, I would run that landing with one red and one orange one. And then 30 days later with one green and one orange one. And then 30 days after one with a blue one and an orange one, the orange one being my constant. It’s probably the first one we use with the design and so we can test and see. And every 30 days or two weeks, whichever time period you set, whichever one converts the best, then you make the right adjustments.
Chris: We can give you this pro tip that your buttons probably should stand out from the rest of the design.
Chris: If you have a blue design, you probably don’t want a blue button. If you’ve got an orange design, you probably don’t want an orange button. So make it stand out from that because then it’s going to stand out.
Chuck: It’s going to stand out more.
Chris: Then click it.
Chuck: Definitely. Number two —
Chuck: — he says bring a time-sensitive call to action. Bring a time-sensitive call to action.
Chuck: Yeah, that’s a great one. He says this brings a sense of urgency like a countdown clock or offering only like a limited number of supply. He says it’s a silly technique but it still works extremely well. And he’s right. Anytime you can use emotion, in this case, time sensitive is FOMO, that’s a fear of missing out. Anytime you can evoke that emotion where there’s fear or where there’s love, get this because it’s going to do this for your life or whether it’s anxiousness or whatever that emotion is, when you can tie in an emotion to a specific call to action, then you have a higher likelihood of people acting on that emotion and taking the action that you want them to take. So consider that when coming up with verbiage for your call to actions.
And I will say this, not just a call to action, but if we go back a step to let’s say your ad ticks for your paid campaign, that’s a good place to start driving that emotion. And so if your emotion is going to be fear, then your ad ticks begin to that. Then after they click —
Chris: Don’t miss out. Yeah.
Chuck: Exactly. After they click and they get to your landing page, then you should reinforce that with some appropriate visual and similar ticks and then of course the action that you want them to take.
Chuck: He says know where and why people are clicking. Know where and why. And so this is for those guys who maybe have some access to heat maps and things like that. If you have access to that technology, it’s not that hard to figure out how people are interacting on your pages, then the better. He goes on to say that the important thing to remember is that “the only thing you want visitors to do at your landing page is to take action.” This means you must remove any and all distractions from your landing page that could be an outlet for them to leave your site such as a navigation bar, a clickable logo or any outbound links.
J, I feel you. I don’t quite agree. Now, I understand especially from a paid perspective. A paid perspective definitely we’re going to design the page down to only the actions visible because that’s what we want and we’re paying for that click. However, from an SEO perspective, when you have targeted pages and these pages are going to rank, then you want that page to be a page that’s built to convert. It needs to operate like a landing page.
Now, the problem with that is in regards to what you’re saying is that this page is on the site and so the logo is available, the navigation is available, the sidebar is there, which is why we put a sidebar on every page with the form because those pages will rank from optimizing a specific page. This is an SEO optimized page. And since it’s optimized, I intend on it to eventually rank. And if it ranks —
Chris: And that makes it a…?
Chuck: Landing page, exactly. Because if it ranks and people click on it, they effectively landed on it and hence I need them to convert. And so I need to make sure my call to action is permanent. But since this page is also on the site, the navigation must be there, the menu must be there. And frankly, this page could be ranking for termed as maybe secondary. It couldn’t be exactly what they wanted. A navigation menu will come handy at this point. So they can go back and find what they were looking for.
Chris: If I’m in research mode —
Chris: — right, then I want access to every information.
Chuck: I want access. I don’t want to be stuck on this page and I can’t navigate anywhere, I can’t go anywhere.