A marketer’ s job isn’ to done once a visitor changes on a landing page. Far from it. Even the landing page itself has more work to do before we can start giving ourselves a high-five for scoring a conversion.
And what about the qualified prospects that don’ t transform?
Ignore them at your own peril.
Since data-driven marketers, we’ re keenly aware that most site visitors won’ t ever convert to a lead or selling. In some industries, conversion rates are as low as 1-2%. (See Unbounce’ s Conversion Benchmark Statement for details. ) But that doesn’ t mean the 98-99% of non-converters are worthless visits. There are plenty of ways to improve your chances of converting more visitors over time—and squeeze more value from your existing landing pages.
To unlock the full value of a landing page visit, you’ lmost all want to track what happens to each visitor after the page view, form distribution, click-through, or phone call. Measuring and giving this data back into your campaigns will improve overall outcomes and your ability to optimize strategies for higher ROI.
Sound like some thing worth trying? Keep reading, plus I’ll show you three smart ways to do it.
Why You Shouldn’ t Ignore Website visitors Who Don’ t Immediately Convert …
As I wrote above, if your landing page converts at 2%, that means 98% of visitors aren’t converting on that particular session.
It ‘ s a mistake to ignore these non-converting trips. Sure, several will never convert because of a detach in the audience, offer, or timing. That’ s lifestyle. There’ s no this kind of thing as a one-size-fits-all squeeze page. But taking a longer-term watch, it’s very likely that some of these prospects will eventually:
- Convert through additional channels or even sites not directly attributable to your landing page.
- Convert offline via phone or at a brick-and-mortar location.
- Convert after a longer consideration period.
Before you can start to take advantage of these longer-term converters, though, you need a better image of where the visitors who seem to do convert are originating from .
To see the complete picture of conversions along with multiple touchpoints, take a look at the Google Analytics Multi-Channel Funnels report, which shows the variety of interactions that occur just before a conversion. To get this report in GA, open the “ Conversion rate > Multi-Channel Funnels > Top Conversion Paths” survey.
The example statement below shows that paid research contributes many more “ assisted conversions” than “ final click conversions”:
See how a lot of conversions have direct, email, or organic search touchpoints after a visit to a paid research landing page? Those return visits likely come through different landing pages. Even though the paid search landing page did not create the eventual conversion, data from conversion paths can help inform strategies to reach and convert visitors later in their journey.
Now that you’ ve obtained a sense of where conversions are coming from, follow the three suggestions below to use your data smartly and put your landing web pages to work.
Tip 1: Measure offline interactions generated by landing pages.
Businesses with physical locations or an offline sales channel can use landing pages to highlight their products and providers to visitors from compensated search and paid social channels.
But online marketers have to be a little more creative along with measuring performance if the best goal is to generate phone calls or store visits . Taking this task is worth it, though: it’ ll give you a fuller picture of how your campaigns drive business.
Store Visit Conversion rate
Google Ads and Facebook Ads offer Store Visits conversion types that enable marketers to see how ad interactions can influence foot traffic in a retail place such as a salon, shop, eating place, or hotel. By tracking opted-in users’ mobile gadget locations, each ad system extrapolates the number of people that showed up at your physical location in just a specific number of days right after viewing or clicking your ad.
In other words, even though your landing page didn’ capital t register an online conversion, the visitors that will showed up at your physical location can still be counted within your campaign performance reports .
Here are the three principal ways store visits are useful in PPC campaigns:
- As a campaign goal: Google plus Facebook have separate marketing campaign types for local businesses that encourage users to click to call or even generate driving directions.
- Input to get bid optimization strategies: Google’s smart putting in a bid can use store visits being an input. Facebook Store Visit campaigns are optimized to exhibit ads to viewers which are more likely to visit.
- As a conversion event: Report and analyze store visit performance by campaign or advertisement creative to determine which advertisements or audiences are most likely to push in-store traffic.
In case your Google Ads account fulfills the requirements for store go to conversions, you’ ll see the data appear in your Conversion actions report in the “ Tools > Conversions” menus. From there, you can create custom reports or view store visit conversion data on the campaign, ad group, ad, or keyword level.
Facebook Ads campaigns using a store visit objective also provide results for campaign plus ad analysis. Within the reporting interface, choose “ Content, ” then “ Customize Columns. ” Search for “ store visits” to add relevant metrics to your performance reviews.
Phone Call Tracking
Leads landing pages often incorporate a phone number as a primary or secondary call to action (CTA) to interact “ warm leads” having a personal interaction.
A number of our healthcare and home providers clients receive 80-90% of their contacts by phone. People with complex scheduling or invoicing questions prefer to talk with a human rather than wait for a reply from a web form. Also SaaS companies and e-commerce retailers benefit from providing trackable phone numbers on their landing webpages to engage prospective customers before a sale.
Calls provide precious data for marketers :
- Phone call conversions by landing page and/or test variant can figure out the best performing layout.
- Keyword or campaign-level granularity can help identify useful traffic drivers.
- Audio and text transcriptions are useful for identifying product sales obstacles, common questions, and training opportunities for frontline teams.
- Extra conversion data can support Cost Per Acquisition (CPA) bidding.
How do we all know this works? When coupled with Unbounce landing pages, phone call data assisted us generate 219% a lot more conversions for a legal client. These insights and performance benefits wouldn’ t have been achievable without the qualitative and quantitative data gathered from phone calls —in addition to landing page form submissions.
Here’s a sample top-line report of calls produced by PPC campaigns on Google Ads and Microsoft Advertising. Drilldowns allow us to find out new and repeat calls by campaign, keyword, and more.
Here are two simple ways to add phone call tracking to your landing pages:
Not ready for a dedicated call tracking provider? Google has a pre-installed call conversion tracking remedy for tracking calls generated by Google Ads campaigns. The implementation is a bit more difficult and Google provides less call-level data than CallRail. But it’ s great for tracking conversions and incorporating the data into conversion-based bidding strategies and reporting.
Tip 2 . Incorporate lead data with tools to improve sales outcomes .
Capturing leads and contact information is just the first step within converting a prospect to a buyer. Sales cycles vary in length and can span hours, days, or even months. How may you tell which original traffic source or landing page produced the leads that convert into high-value customers?
This is commonly referred to as “ attribution” and is one of the most challenging problems facing entrepreneurs today.
An answer usually requires passing data back and forth between marketing and product sales teams to validate prospect quality and identify leading eventually closed into sales. Here are tools and strategies we recommend to connect advertising sales teams to understand landing page performance.
Integrate CRM and marketing automation platforms with landing pages.
Whether your sales team tracks leads within a spreadsheet or using a CRM such as Salesforce or Hubspot, you’ ll want to store as much marketing campaign information about each contact as possible. This data gets appended to the sales contact and can be examined to determine the most effective campaigns and offers. Some examples of the data you’ ll want to collect include:
- Date/time of the initial and subsequent visits and interactions.
- The particular campaign, keyword, placement, market list, and ad creative that originated each visit.
- The offer and CTA that the customer responded to.
- The landing page URL and variant that captured the direct.
Marketing automation platforms such as Marketo or Pardot get more powerful with more data as well. Attribution data can help you customize or even personalize your campaigns to enhance your open and conversion rates by:
- Matching your email subject matter lines and content to the ad copy or innovative that users initially engaged with to reinforce your positioning.
- Displaying the same offers and phone calls to action in your getting pages, email/text campaigns, plus website personalization efforts to boost your messaging.
Connecting Landing Pages to Other Platforms
Do not let the initial setup intimidate you.
Most CRMs and marketing automation platforms already have native integrations with the major ad platforms (or can be integrated using one of the tools listed below. ) The information over can be automatically recorded for each prospect so you can focus your time and energy elsewhere. A few quick pieces of advice for getting started:
- Unbounce has native integrations to automatically push prospect data into the most common CUSTOMER RELATIONSHIP MANAGEMENT systems, including Salesforce, Hubspot CRM, Marketo, and more.
- Zapier integrations cover nearly every system used by entrepreneurs. Can’t find a way to connect two (or more) pieces of software program? Chances are, Zapier can make it as easy as pushing a few buttons.
- If you can’ t find an existing integration between your landing pages as well as your CRM, you may want to build your personal API connections or make use of webhooks to push data from one platform to another.
Bonus tip! Google Ads integrations meant for Salesforce, Hubspot, Marketo, Pardot, and others can be found with a fast Google search or each tool’ s documentation. This allows you to capture clicks, cost, along with other campaign details to append to each contact for true ROI.
Tip 3. Use landing pages to create audience lists for future ad targeting .
Just because a visitor didn’ capital t convert on their first trip to your landing page doesn’ to mean they’re gone permanently . Perhaps the timing was not right or they’re comparison shopping before making a final decision. Instead of throwing your hands up up, give them a reason to come back using targeted ads based on their previous behaviors.
The ultimate way to re-engage visitors who don’ t convert is to produce segmented audience lists designed for remarketing ads or search campaigns . Start with these audience types and broaden them as you learn what realy works best for your goals:
- Audiences based on engagement triggers: Are you experiencing a product page with an embedded video? Perhaps you want to re-engage visitors that watched the video but haven’t converted however. Creating audiences from Google Analytics events is an incredibly powerful tool for remarketing to very specific groups of visitors based on their intent or behaviors. Make a list from the meaningful engagement points on the landing page, then build audiences with all the intent of sending advertisements to them later on.
- Audiences for every stage of your customer journey: Perhaps you wish to reach previous leads along with another offer to move them further along in their trip towards becoming a customer. Curious how it works? Here’s a real-life example from a effective campaign we ran for the custom home builder within the mid-Atlantic region: Once a customer downloaded a PDF associated with home plans for inspiration, they were added to a new viewers list. We started showing them ads promoting free of charge model home tours plus testimonials from existing clients. It worked like a charm, and we were able to stay top associated with mind with relevant info.
- Lookalike or similar viewers: Create an audience list based on any of the above. Google Ads plus Facebook Ads will then discover other users with similar features in their networks. This is a great way to expand your achieve and find new prospects.
Building audiences for remarketing in Google Analytics is relatively basic. Navigate to the “ Admin > Property Settings > Audience Definitions > Audiences” menus to start creating rules-based audiences from your existing website traffic.
Restrictive Remarketing Policies
Naturally , some industries (e. gary the gadget guy., healthcare and personal finance) possess more limited remarketing policies that limit how advertisers can re-engage previous landing page visitors.
I highly recommend playing by Google and Facebook’s rules to avoid account suspensions. These policies constantly evolve as the ad platforms keep up with privacy regulations. Be sure to verify them regularly, and especially prior to building new remarketing viewers for healthcare, financial services, and other affected industries.
But it is possible to work about remarketing limitations by generating engaging content that will keep visitors on our landing pages longer.
For example , we recently created an interactive “Are you a candidate for treatment? ” that will provided customized responses depending on a visitor’s answers to simple questions about their condition. We could not remarket to visitors to this squeeze page because it was about a specific health. But we did capture more leads based on high initial wedding .
Don’t Let Precious Prospects Get Away
Get those incremental conversions! Your own landing pages have a much more to offer if you treat them as a crucial part of your marketing strategy, rather than just a quick stop on your customer’s journey.