Most of the landing pages lose a fair share of visitor conversion. Prominent registration forms cover barely 30 per cent of traffic on average. By reaching “the-one-third“ share you are allowed to call yourself a landing guru. Even though, 70% of traffic fled from their coverage...
How to break through from the vicious circle of average 20% of landing page website conversion?
Users are set on diverse stages of purchasing readiness, not to mention the variance of their interests and motives. Respectively, a general-purpose landing page is not able to cover whole range of users.
Adapt landing pages to user segments correspondingly. Every attribute of the form is fully customizable, including headers, text and visuals. Which means, particular users will get access to personally tailored landing form while being on the same webpage.
Following metrics will help you in classifying segments for landing pages:
- UTM codes
- Traffic source (organic search, social media, paid ads, etc.)
- Number of visits
For instance, users referred to your website from Facebook had enough information from company page to reinforce their brand awareness. In contrast, traffic from Ad campaigns on media possesses only fragmented knowledge of suggested product or service.
However, omnilanding requires the as much efforts as it was required for single landing page multiplied by the number of traffic segments. Moreover, not all companies possess resources to handle the load of multiple landing forms analytics and adjustments.
So we have an alter option if omnilanding is not a fruit bearing tree for you!
Action-based triggering messages
The knowledge of user behavior on your website grants you the understanding of particular triggers to engage and nurture prospects.
Imagine you are spending a long awaited Friday eve in favorite restaurant. But on a sudden you crave for something new aside from your routine menu. Consequently, you need garçon guidance. One, regularly advices the same dish-of-the-day to guests right at the doorway. Another, makes suggestions based on memorizing visitors’ past preferences (some of them could be lactose intolerant, vegan, baring religious particularity, etc.).
It is obvious whose approach is sustainable. Same rules apply for digital field.
Collecting following data will benefit you in relevant triggering:
Visitor reference source. Depicts the degree of product awareness and shows whether a visitor fell under your marketing campaign. With such information you will know what source fairly generates traffic being investments worth and vice versa. Direct unique visits might tell that prospect is aware of you and has a specific concern.
On-site activity. Actions taken by visitors on webpage tell about their motives and degree of purchase readiness (i.e. filled the form, fully scrolled the page until footer, requested a call-back, added to cart, etc.). Moreover, this allows you to identify on which stage visitor was struggling or even left the page. So you can remove the stumbling block from users’ journey.
Page selection. Track which particular pages were viewed by visitors (i.e. about, services & products, blog, reviews). If a prospect is digging your blog for “Landing page strategies” articles for few weeks, probably it’s a sign for you to give them a lift in making an outstanding landing page.
Assigning scores. Grade users by the number and depth of actions performed to accurately classify their degree of readiness for purchase. Probably a hot lead is waiting to be contacted by a sales rep.
Put it on practice!
Prospect was browsing your product without making a purchase. Engage this segment with trigger message. Notify them about a particular product they were searching for. Make them know it’s available under special conditions within short time period. Not only you will remind your prospect about the product. Shorten the decision making process of your future customer.
Visitor un-finished purchase order. Imagine a prospect filling a call-back request to discuss conditions under which you’d offer a particular product. Abruptly, they leave right before clicking “Send Request”. As the prospect wasn’t authorized, it’s a lost deal you would think or isn’t it.
Let your lead finish the request next time they visit your webpage. Pop-up notification does not require any contact details to be filled in. Use marketing automation systems which store user behavior patterns and let you communicate them even without contact details.
Just make sure they come back to your website!