Increasing Landing Page Conversions With Tracking Data
Like I’ve mentioned in Two Weeks To Lift-off: Rapid Landing Page Design, KlientBoost is obsessed with utilizing data to improve landing page performance, but there are specific services and strategies we employ to get the most out of our data. If we didn’t have data, then determining changes/updates to the pages would be like trying to drive your car at night with no headlights, scary and dangerous. The three services we use to light our path are Google Analytics, Unbounce, and Hotjar.
What are we looking for?
If you don’t have a strategy set in place, then all the data you collect is just that, data. The strategies we employ aren’t revolutionary but they utilize a set of best practices that we’ve developed from the hundreds of clients that have come to KlientBoost. When we initially build a landing page, we have to look at specific data points like how far visitors are scrolling down on the page, which will result in the biggest “needle push” in terms of increasing conversion rates. If we see that there aren’t enough visitors scrolling to the bottom, something’s wrong. Now in this specific example, there could be several issues at play, but that’s what testing is for. Visitors could be finding the information on the page irrelevant and thus bounce before getting to the bottom. Another issue could be that visitors are finding the offer unappealing and thus, bounce. Our method for combating low page scroll depth is to run split tests for the above potential issues. Yes, this means that more money has to be poured into the ad campaign that is funneling visitors to the page, but once we find out what the issue is, we can learn and adapt for the future.
The KlientBoost philosophy is to test, learn, and adapt. This doesn’t always make sense to clients, but over time we’ve found that this methodology shows the most impactful results and return on investment. With each test, we are able to learn as much as possible and apply what we have learned to the next test, each test compounding on preceding one.
What I’ve noticed in my career as a designer is that people love to give their opinion on what is and isn’t “good”. What does “good” mean? When it comes to visual components on a landing page, we sometimes (well, a lot of the time) react based on emotional impact. This is crucial to be able to differentiate between emotional impact and what converts a visitor. It’s fun to write a clever headline or subheadline but almost always headlines that clearly convey value to visitors convert 100 times better (okay, that’s exaggerating). This is why we run tests, to see which headlines or subheadlines lead more visitors to convert based on the value we present them with.
Do I have to say it? Though more conversions don’t equate to more money directly, they do equate to more potential money. This is why working on a team with an account manager is so important because they are the shepherds that lead the sheep to the gate. My job is to make the biggest gate possible that can get the most sheep through. Once they are through the gate it’s usually up to our clients to seal the deal. Like the founder of KlientBoost likes to say, “you miss 100% of the shots you don’t take,” and it’s true.