When you obtain a massive rush of landing page visitors, it’s common to have 1 of 2 feelings:
“Awesome! Keep the visitors coming! ”
“Oh simply no! How do I handle all of this new traffic? ”
TBH, you might have both feelings at the same time, and that is totally normal!
However you respond to this big modify, you’ll be better ready for it if your squeeze page is ready to convert huge traffic numbers . Depending on your traffic source and conversion rates, you might need to give your own landing page or sales page some TLC.
This blog post provides you with how to evaluate a landing page traffic surge, maximize its conversions, and smoothly prospect those conversions down your pipeline.
First Things First—Assess Your Traffic Situation
Before you determine what to do with your visitors explosion, you’ve gotta understand two factors: your traffic source and its transformation rate .
When you understand the main source of your new traffic , you’ll have an easier time giving those visitors a more consistent and enjoyable experience. You will get a better grasp of the context your visitors are bringing to your landing page when you know where they clicked your ad.
Where are your visitors finding your landing page? Most squeeze page sources—like search ads and social media—let you use URL tracking or integrations to when they send you traffic. Check your website analytics and Google Analytics stats to find a lot more traffic sources and trends.
Once you narrow straight down your traffic source, you’ll need to find out if those newcomers are converting —performing your landing page’s marketing goal. When you have a low conversion price, you may want to revamp your landing page. Meanwhile, a higher conversion rate can mean you need to relieve that traffic in to the rest of your pipeline.
How do you understand if you have a low or even high conversion price? The median conversion rate for a landing page varies from 2 . 4% to 9. 8% , depending on your own industry. You can grab your industry’s specific numbers from the Unbounce Conversion Benchmark Report.
What to Do When Your New Traffic Isn’t Converting
If you have a lower compared to average conversion rate or want to get more conversions from your traffic surge, you’ll need to optimize your landing page . With the source of your visitors in mind, test these four tactics.
Ease the journey from resource to landing page
Imagine you see a sign for “Taco Tuesday” outside of your favorite cafe. You head within, ready to get your taco on . But , when you look at the menu, you can find no tacos in view. What gives?
A similar whiplash occurs you run a good ad that doesn’t align with your page’s content. If your ads mention a particular product, function, or piece of information, make sure your landing page does, too . Or else, your visitors will be itching their heads, questioning why they can’t find the information they came for.
For example , if you research a promotion in an ad that links to your landing page, your squeeze page should feature that promotion. In this situation, consider creating an entire section dedicated to your own deal, as GloriaFood does in their squeeze page below.
Show off your worth proposition
If you have a bunch of new folks visiting your squeeze page, you’ve gotta keep in mind that a lot of ‘em are new to your brand. While you know what you have to offer, these site visitors don’t— which gives you the chance to display your stuff .
There are many ways to develop an information hierarchy that presents your best benefits first, but you can keep the process simple by offering your value task in advance . Your worth prop answers the question, “ Exactly what value does my brand deliver to my customers? ”
Check out exactly how HiredHippo‘ s landing page front-loads its worth prop, so visitors have a clear knowledge of what they offer:
If you didn’t know what HiredHippo was just before, the headline plus subhead catch you up real quick. You start to understand the brand within the page’s first few sentences.
Include social proof towards the mix
In case your traffic surge isn’t converting, maybe this just needs an extra force with social proof . Social proof is content that shows that other customers back up your product— and it works . Research shows that a product’s chance of buy can go up by 270% with five consumer reviews.
When you share social evidence in an easy-to-see spot on your landing page, you’ll construct more trust along with newer customers . They’ll get the information that other customers possess tried your item and stand by it.
Social evidence goes waaay beyond reviews, by way—you can get super creative with them. Look how cat subscription box KitNipBox shares pictures of true kitty customers through Instagram:
KitNipBox’s approach works since even though cats are their end-users, these people can’t exactly write reviews. Instead, the brand shares photos of cats experiencing their product so owners can be assured their cats can appreciate their snacks.
Make a obvious ask
Your visitors can’t transform if they don’t know what you want them to do. So , you’ve gotta make your call to action (CTA) as crystal clear and direct as possible . A wishy-washy CTA will cause associated with your new traffic to jump.
For example , take a look at how Shopify reaches the heart of the issue right away on their free trial offer landing page:
Installed their CTA—a free trial offer sign-up field—in the earliest section of the page, so you know what they need you to do ASAP. After getting the CTA in front of your eyes, they include more information about the free trial to add more context.
How to Handle a Sudden Conversion Rush
Occasionally, you can have too much of a good thing. Whenever your landing page smashes the regular conversion rate, you might find yourself without enough resources to keep your own sales pipeline moving. In this situation, you’ll have to look at the steps that will happen after transformation .
Check the CRM workflow you place up to handle conversions from your landing page. While 90% of businesses want to keep their customer information in one interface, only 32% have it set up that way . But , that goal does not have to be too difficult to achieve .
Many landing page contractors have integrations that send your landing page leads and information to your CRM software program . Try installing one of them so your sales team can handle all your squeeze page leads in one place. From there, you could send out them on meant for scoring by conversion potential or direct nurturing emails.
If you’re still having problems managing your landing page leads, you might need to reevaluate your lead nurture workflow . This topic can fill a post on its own, but begin with questions like:
- Are our sales and marketing teams aligned in their goals and tactics?
- Do we use methods like lead rating to prioritize the perfect leads?
- Do we utilize the right sales plus marketing tactics for every stage of the customer journey?
Don’t Be Afraid to Grow With Your Traffic
If you have a hard time handling a traffic rise, do not fret . Plenty of businesses deal with increasing pains. What issues is that you adapt.
Does your company have trouble making the most out of traffic surges often? You might just need to purchase more resources. Consider setting up that tool you’ve been eyeing or even bumping up your landing page plan. For example , higher-tier Unbounce plans help you manage more visitors and conversions. Check out Unbounce’s plans and pricing to find out if it’s time for an upgrade.