22 Jun Where to Drive Paid Traffic
I’m going to give this to you straight. If you’re directing your hard-won PPC, Facebook, Twitter or banner advert site visitors to your homepage…
There is a greater means.
Conversion occurs on touchdown pages.
And your homepage is not one among them.
Your homepage is a hub. It’s a leap off level to the remainder of your website’s content material. A touchdown web page is a vacation spot. It’s the place you need guests to find yourself.
Let me present you what this appears like.
Where to Go (and How You Get There)
You’ve determined to go on trip. You name up your journey agent. You inform him you’re within the temper for tropical climates, white sand seashores, and public intoxication.
I do know simply the place, he says.
Your journey agent, who moonlights as an Uber driver, picks up you up and also you’re away. Ready to take in that mojito-laden air.
But, as an alternative of taking you to a resort, he drops you off on the airport. He leaves you there — with no concept the place you’re going or what to do subsequent.
See the place I’m going with this?
You are the prospect and your journey agent/Uber driver is your advert.
You had an concept of what you needed and the place you needed to go. But as an alternative of him taking you there — you’re left in a crowded terminal with just one query:
Sure, chances are you’ll meander round for a bit. You would possibly even encounter a flight to a coastal metropolis.
But, odds are, you’ll discover another person who will truly ship you someplace. Someone who will set you on the trail to a ravishing and unique land—ing web page.
It’s About Awareness, Intent, and Direction
Every customer who clicks on an advert, comes to your website or buys from you, is in a sure stage of drawback consciousness.
Here’s a short a rundown on the 5 phases:
- Unaware – The first stage The prospect doesn’t know they’ve an issue. Enter Dwight. The marketer who works his 9 to 5, 5 days per week with out concern or criticism.
- Problem-Aware – This stage comes after one thing triggers a sense of discontent. A disconnect between need and actuality. It’s Dwight at his desk at 9:37am, realizing he feels burnt-out. He doesn’t know what he wants. He solely is aware of he has an issue.
- Solution Aware – Vacation. He wants a trip. The resolution stage is when a prospect identifies a means to resolve their drawback. But, nonetheless unaware of the choices. He doesn’t know the place he can go to get the comfort he wants.
- Product-Aware – Iceland? Sydney? Hawaii? The subsequent stage is consciousness of the obtainable choices. It’s a prospect realizing your resolution exists and what it may well do.
- Most-Aware – Dwight likes Hawaii. The ultimate stage is when the prospect just isn’t solely conscious of your resolution however when it’s additionally the highest contender.
What does this have to do with paid site visitors?
First, the attention stage dictates what they’re on the lookout for, why they’re on the lookout for it and the way they acquired there.
In a phrase: Intent.
Second, realizing which stage a prospect is in permits you to write focused advert copy. It’s the copywriting adage of becoming a member of the dialog that’s already happening of their head — in motion.
And it’s not solely your adverts. Every web page in your web site addresses issues at completely different ranges of product consciousness. The purpose of paid advert campaigns is to prime for conversion by transferring them by means of these phases.
So, which might higher fulfil this purpose? A homepage or a touchdown web page?
If you answered homepage. Read on.
If you answered touchdown web page. Nice. Read on.
Why Copywriters Hate Writing Homepages
I do know what a few of you might be considering:
Our homepage has the product on it. By sending site visitors there, we’re making guests product-aware. Plus, it’s suffering from details about our worth proposition. And THAT will transfer them into the most-aware stage. It’s the last word touchdown web page. Bazinga.
Fair level. But, keep in mind the final purpose is conversion. Convincing Dwight that Hawaii is the very best place to be, doesn’t imply he’s booked the ticket. Getting to the ultimate stage of consciousness is nonetheless solely consciousness — not motion.
And though guests are “landing” on it, I’ll say this once more:
A homepage just isn’t a touchdown web page.
Homepages are the gateway to the remainder of your website. They are for guests at each stage of consciousness. This makes writing homepage copy a little bit of a doozy.
But, touchdown pages are purpose-built conversion-machines. They comply with an optimized set of design ideas. Squeezing out each sign-up, opt-in and sale doable. They do that by adhering to a staple of conversion copywriting:
The Rule of One.
The Rule of One is to design every web page with one reader and one large concept in thoughts. For instance, Spotify’s touchdown web page for a product-aware prospect (one-reader) with a free trial provide (one large concept):
No extra, no much less.
The function of the Rule of One is to convert. It offers a single customer a single path.
This is why homepages are troublesome for copywriters. A homepage is for everyone, and so, it converts no one. Sure, you’ll have a CTA above the fold, smack-dab within the middle. But, what number of conversions do you get in contrast to a purpose-built touchdown web page?
Rather a lot much less, I’d assume.
Focus Trumps Clutter
The actual drawback with sending guests to your homepage is onus of duty. You make them chargeable for navigating by means of your website. You make them chargeable for discovering your touchdown pages.
You make them chargeable for your conversion price.
Let’s return to Dwight. He is aware of he has an issue. He wants an answer — so he Googles:
Dwight’s drawback conscious search question
And this advert comes up. What do you suppose he’d want to see when he clicks on it? An answer to his office woes? Or a web page cluttered with hyperlinks and data which will or will not be related?
Directing paid site visitors to conversion depends on customer expectation — be part of the dialog that’s already happening of their head.
If they’re in the issue stage, they’re anticipating an answer. If they’re within the resolution stage, they’re anticipating a product.
Give it to them.
The first web page they see performs a pivotal position in convincing them your provide is value their time and a spotlight — make it rely.
There is already loads of content material on the market on designing touchdown pages. So we gained’t get into that right here. But, there’s one facet of touchdown web page design that makes it a conversion beast:
As in, a number of, focused and centered designs. Here’s an instance: Instapage — a touchdown web page constructing platform.
If anybody is aware of how to design touchdown pages, it ought to be them, proper?
Now, right here’s the place you are available. You have an issue. You want touchdown pages. And you want them now.
You go on the Google machine and seek for “how to build landing pages”. You scroll down and click on a hyperlink to Instapage’s homepage:
Not a touchdown web page.
Immediately you see menu gadgets, a CTA button, and a video play button. There’s additionally “3 Brand New Design Features” to take a look at. You don’t even know the outdated options but.
You’re on the airport.
Why are you right here? Where do you go? What’s the subsequent step?
Now for comparability, right here is the touchdown web page after clicking on the PPC advert for the identical search question:
Two roads didn’t diverge in a yellow wooden.
See the distinction?
The touchdown web page has a transparent path for the customer to “GET STARTED NOW”. Clicking both button takes you to a web page with a easy signup type — and nothing else. Below the fold, you see the options most pertinent to your search question: how to construct touchdown pages.
Should you get began or get began?
What’s extra, each single clickable component leads to the identical sign-up web page as the primary CTA button. Like Spotify’s touchdown web page, it offers a single customer a single path to conversion.
Yes, even these testimonials on the backside of the web page are clickable.
The focus is on the customer’s intent — anticipating their wants. And by presenting the suitable info, they meet their expectations.
Now, let’s see the search question: “high converting landing pages”. This is the PPC advert’s touchdown web page:
Not solely is the headline extra ROI centered, however the hero picture can be analytics-themed.
Again, above the fold there’s a central focus — get began now. Below the fold are options related to the customer’s intent and expectations. In comparability, the homepage now appears cluttered and directionless.
Targeted, centered, and related touchdown pages are the important thing to excessive conversions.
One firm discovered their ad-specific touchdown pages outperformed their generic pages by 115%. And firms have seen a 55% enhance in leads when rising their variety of touchdown pages from 10 to 15.
This is the fantastic thing about directing paid site visitors to touchdown pages. You can create them primarily based on precisely what the customer wants to see at their stage of consciousness.
Homepages are static — There may be just one.
The Bottom Line
If you’re directing paid site visitors to your homepage — you’re losing your advertising funds.
Your homepage was by no means meant to be greater than a central hub. A place to begin. Whereas touchdown pages have each single component designed, examined and optimized for conversion.
You are paying cash for this site visitors.
If you presently have adverts directed to your homepage, direct them to a related touchdown web page. Go, now.
If you already direct them to a touchdown web page, ask your self:
- Is this essentially the most optimized touchdown web page for the supposed reader’s stage of consciousness?
- Does the touchdown web page current info that they’d count on to see?
- If it doesn’t, can I construct one other touchdown web page that will be higher suited?
Remember, Dwight wants the holiday. Don’t depart him wandering by means of the airport.
If you present him the boarding gate — he’ll get on the airplane.
About the Author: Andy Nguyen is an expert copywriter for rent. He helps B2B SaaS and advertising firms produce content material their viewers needs to learn.