Are landing pages now a “Dead End”?

are landing pages a dead end

 

Are landing pages now a “Dead End”?

If you’ve been using landing pages successfully in the last few years, good for you… however times are changing.

Most businesses that have an electronic presence have tried the trusted and true method of advertising through Google or Facebook and send prospects to a landing page.

On that page they have some content, a download or some form of “bait” to get the prospect to drop their details, like a name, email and phone number.

The challenge is if you require any more detailed information, you will lose 50% of the prospects for every extra field you ask for them to fill in on the landing page.

So, how do you overcome this?

There are a couple of simple ways to do that. If you’re advertising on Facebook for example, you have two methods that can help.

The first is the lead forms available through Facebook. They are a pretty good way to get information, because you can ask questions right in the form and the user stays within the Facebook environment. (It’s more trustworthy for the user)

The downside is, the more questions you ask, the less people want to answer. In some instances, however people will be more active in lead forms, but the quality of the leads in our experience has been less because of the lack of engagement of the process.

Again, if you ask questions, you need to be able to keep your prospect engaged and the best way we have found with that is through Facebook messenger.

Again, the more questions you ask, the more you need to engage the prospect, with Messenger, the customer is still within the Facebook environment. Again good for consumer trust building.

But what if you want to use Google?

Driving prospects to a landing page, still has its place and it is the only way you can do it with Google ads, as it is not as easy to drive the customer to a Facebook Messenger environment.

However, once you get the visitor to the landing page, what do you need to have on the page to help your prospective customer to “sign up” or take the action you need them to, ensuring you capture the necessary lead information. More  on that in a moment.

Through Facebook messenger, you can ask questions and get meaningful information, which people seem to interact with very well.

It is a little more expensive to get the information, but the prospect is engaged in the process better and they drop more than just a mobile phone number, their name and their email.

What’s even better, the follow up is much more successful at getting the customer to re-engage with your brand than that of email marketing. I’m talking 3 times better.

Marketing campaigns we have done using traditional forms on landing pages and email marketing have yielded great results with up to 35-45% opening rates on specific topics.

That is outstanding results, although click through rates have not been as high as what I am about to reveal.

When we have done follow up campaigns through messenger, the results have blown away our clients.

Here is an example.

One of our clients was just starting his business and had very few clients, I’m talking less than 200 because his business was only going for 2 months.

We developed his website, landing pages, a few ads for him via Facebook and drove clients to his website. All in all it was a very successful campaign.

We needed to do a follow up campaign for him which was done through email, and the response to the email campaign was fantastic. Although it did not ask the buyer to do anything, it was more of a notification of a specific offer by the government that was coming to an end on 30th of June.

The result was 42% of the emails were read.

The we suggested changing the method of delivery and acquisition of the customer information.

We were helping him to sell house and land packages…. (tough gig at any time of the year) and the next campaign we did involved a specific acquisition strategy and follow up.

The first time we did it, we got a 90.79% read rate on the broadcast… the second time… well you can see in the image below.

The campaign delivered to 424 people, a 95.7% delivery rate…  then it was opened by 92.5% of the people it was delivered to and then acted on by 18.9% who took action to go to the next step in the sales process.

That was a great result for this business.

resultsBut the let’s go back to the landing page situation for a moment… Undoubtedly, there are some marketing gurus out there, that can get outstanding results from landing pages also.

But here are some facts about landing pages.

  1. Getting landing pages built and tested is one of the top five challenges faced by B2B marketers
  2. Of B2B companies that use landing pages, 62% have six or fewer total landing pages
  3. Only 48% of marketers build a new landing page for each marketing campaign
  4. Only 52% of companies and agencies that use landing pages also test them to find ways to improve conversions
  5. Only 48% of marketers build a new landing page for each marketing campaign
  6. 42% of offer-related graphics on landing pages are not clickable\
  7. Only 16% of landing pages are free of navigation bars to keep your prospects on the same page
  8. Using videos on landing pages can increase conversions by 86%
  9. The testing of multiple landing pages is considered an advanced and difficult methodology
  10. Companies with 40+ landing pages get 12 times more leads than those with 5 or less
  11. A/B testing is the most used method for improving conversion
  12. Conversion rates typically range from 1 to 3 percent

 

So, if any of these facts mean anything to your business, do you have the right landing page strategies in place? Do you have the best customer acquisition model in place.

You see, as the number of form fields increases, the number of conversions decreases. If you want the most conversions possible from your landing pages, 3 fields is the optimal number.

But that does not give you a qualified lead…

A qualified lead is one like this.

  1. Name
  2. Phone number
  3. Email

(not much different yet…. but read on…)
For finance brokers we are able to obtain all of the following…

  1. Equity position / deposit (for first home buyers)
  2. Credit worthiness
  3. Total income for the prospect
  4. Debt level of the prospect
  5. Whether they were buying / financing with a partner….
  6. How long they were employed
  7. Their location / city
  8. Their most important consideration in proceeding
  9. Whether they had signed a purchase contract
  10. Whether they were eligible for First Home Buyers Grant
  11. The best time to call them.

Could you do this with a landing page? Possibly, although it is less likely that a customer faced with all these form fields to fill out on a landing page is likely to enter the information. It looks daunting even if you have a high interest in the product or service.

The bottom line is, marketing is changing and to keep up with the demands of the customer, business owners need to be flexible in their ability to capture data and do it in a user friendly way.

If you want to find out how this can work for your business, why not give us a call.


Presented by Peter Levick, Co-Founder. Peter works with professional service businesses to build their sales and service system and automate it so business owners can focus their attention on running and growing their business. To see how this could be applied to your business book a call with Peter here.

Comments

  1. Hi Peter,

    Great article. May I ask what proportion of people who clicked on the Facebook ad competed the questions and requested their info to be sent through? ( To compare against the 1-3% conversion rate for web landing pages).

    Thanks in advance,

    David

    • Hi David,

      Great question… Typically in the campaigns we have run for Mortgage Finance / Home Ownership there is a high percentage of people that land on the advertisement and go through our messenger chat and leave all their details, but it varies from state to state and from campaign to campaign. It depends also on the offer you have to get the customer involved in the first place…

      However, it’s much better than sending a customer to a landing page though, because we engage the customers in conversation…. where a form is just does not get the same result. A form does not engage the buyer the same way, typically people have left much more information and the success rate from ad to getting the customer to drop their details through our AI system has been from 21% to 46% depending on the location and campaigns.

      You can see more about what we are doing with AI here at our online training about this very set up. https://sparcus.com.au/online-sales-assistant/

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.