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Do You Believe in…Conversion Magic? Posted: 01 Sep 2016 12:00 AM PDT Do you believe in… conversion magic? Image via Shutterstock. Like any potions master would attest, the secret to a great elixir lies in the measured combination of its ingredients. Over the years, Titan PPC, a full-service pay-per-click advertising agency based in Vancouver, has developed a “magic formula” for designing lead generation landing pages that convert at average of 15% or higher. The secret ingredient? For company founder, Patrick Schrodt, it doesn't boil down to just one. Read on to find out what key ingredients make Patrick's lead gen landing pages so powerful. Then test them yourself with the new, kick-ass Hyperion template in the Unbounce app. 1. Make your landing pages relevantAny smart marketer knows that when visitors reach a landing page, they won't all have the same intentions for being there. Some may have clicked an ad looking for a plumber in West Seattle where others may have clicked one looking for a plumber in Capitol Hill. But if your client is a plumbing company that serves the entire Seattle metropolitan area, your landing page should show both the visitors from West Seattle and Capitol Hill that you've got the service they need in the location they want it. In other words, you want to use geo-targeting to make your landing pages especially relevant to your prospects. As Patrick explains:
And the conversion rates don't lie. Watch this clip to hear how Titan PPC used geo-targeting to increase a client's on-page conversion rates from 6% to 33%, practically overnight. Interview with Patrick Schrodt, founder of Titan PPC. 2. Use (awesome) images to break up your body copyNever judge a book by its cover… right? Well, fact is, when a prospect reaches your lead gen landing page, the first thing they'll do is judge your offer or product by the way you've presented it to them. And they'll do it within seconds. That's why you want to make sure it looks so good they won't want to leave. The key to keeping prospects interested? Great photography. According to Patrick:
Titan PPC adds full-page horizontal image galleries throughout their lead gen landing pages.
But you can't just slap a bunch of images into a gallery and hope that it all comes together.
Check out this example of cohesive image galleries on one of Titan PPC's lead gen landing pages for a lawn mowing client in Philadelphia: Screenshot of cohesive image galleries, landing page designed by Titan PPC. 3. Remind visitors why they are on your pageRemember that bit about making sure your landing pages were super relevant to your visitors? Well, that sometimes means reminding them exactly why they are on your landing page. For Titan PPC, the best way to do that is by adding a smooth scroll call-to-action (CTA) bar right below the horizontal image gallery. Why? Because it brings a prospect right back to where you want them: the form.
4. Make the form match the offerSpeaking of taking prospects back to where you want them, the design of a form on your landing page should never be an afterthought. That means weighing, measuring and sifting every item from the questions to the CTA so it's fully optimized to ensure a conversion.
So if your client is offering a 100% free quote on plumbing services, then the form on your landing page should reiterate, loud and clear, that the offer comes at no price. Sounds pretty straight-forward, doesn't it? But matching a form to an offer also means making sure you have a solid understanding of your target audience. As Patrick explains:
It all comes back to personalization: different types of prospects want to see different kinds of offers. According to Patrick, real-estate prospects want the feeling of exclusivity, whereas service-seeking prospects are probably just looking for the cheapest way to fix a runny faucet or leaky roof. Titan PPC's last tip for optimizing the form? Make the form catch your prospect's attention.
Here's an example of what Patrick means: Screenshot of a high-converting landing page form, designed by Titan PPC. From showing your visitors ultra-relevant content to making sure that content has awesome design and flow, the landing page magic formula is all about giving prospects exactly what they're looking for and expecting to see when they land on your page. Care to try some of Patrick's tricks yourself? Build a landing page in Unbounce today with the Hyperion template, design inspired by Titan PPC's powerful elixir for high-converting landing pages. |
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