Hello Indiana, and thank you for subscribing to this course on improving the effectiveness of your campaign landing pages.
This course will help whether you're trying to encourage people to donate to a cause, buy a product, or join a mailing list. In fact, this course will help improve the conversion of any page that is attempting to encourage users to take action, across any sector
A quick introduction.
In case you don't know me, my name is Paul Boag. I won't bore you with a long introduction. But, I've spent three decades helping organizations improve their conversion rates. They include Doctors Without Borders, PUMA, and Shopify. I help improve their websites and encourage users to take action.
Much of the advice I will cover comes from my book Click! Encouraging clicks without shady tricks. This isn't about manipulating people. Rather, it is about removing the barriers that prevent people from taking action.
As a thank you for signing up to this email course, I would like to give you a free copy of Click! in case you don't have it already.
But how do you even know if you need this advice? Perhaps your landing pages are doing just fine. In this email, I want to share with you how I monitor the performance of my landing pages and what I look out for. Let's start with the tool I use.
A Brilliant App You Have Never Heard Of
Fairly obviously, the main metric that indicates the success of a landing page is your conversion rate. The number of users who complete your page's action as a percentage of all the visitors to the page.
You could get this information from Google Analytics, but you have to set up events and since GA4, many people have been put off of the platform.
So instead, most of the time I use a free tool called Microsoft Clarity. Although it doesn't have the power of Google Analytics, it provides me with all the information I need to judge the performance of a landing page. It also helps me to understand why the page is underperforming. Most importantly, it is easy to use, even if you're not a data scientist!
Once you've added the code to your landing page, you can log in and instantly start seeing user behavior. But what we want to know is how many of those users are acting.
Simply click filters on the dashboard and find the option to filter by users who "clicked text." Add the text of your call to action button, and it will show you only users who clicked that button. Easy!
Is Your Conversion Rate Any Good?
By dividing the number of people who clicked your call to action button by the number of users who visited the page, you get your conversion rate. But how do you know if that rate is good?
Well, according to the Unbounce's conversion benchmark report, the average conversion rate of landing pages across all industries is only 4.3%. But that can vary wildly depending on sector. For example, the M&R's Benchmarks Study, puts the average conversion rate of a charity landing page at 17%. You need to be wary of these benchmarking studies because there are so many variables involved.
Personally, I would encourage you to compare with previous performances. I always seek to improve on previous results. In truth, a landing page doesn't either succeed or fail. There will always be room for improving even the best landing page. Just how much room will depend on other indicators beyond conversion.
What Else to Look Out For
If you visit the dashboard in Microsoft Clarity, you will see it provides useful insights. They will show you if users find the landing page annoying. These include:
Rage clicks - where individuals continuously click on something due to frustration.
Dead clicks - where people click on something that is not clickable.
Excessive scrolling - where users scroll up and down looking for something.
Quick backs - where a person accidentally lands on a screen and promptly navigates back to the previous one.
Error messages - where the user is triggering an error in the system.
If you are seeing a large number of any of these then there will almost certainly be ways you can improve your conversion rate.
Exactly how we improve these things is the topic of the rest of this course.
What we will cover.
Over the next several lessons, we will explore practical strategies and actionable steps. Steps that will improve the performance of your landing pages using:
User experience design.
Digital marketing and fundraising.
Neurobehavioral science.
Conversion optimization.
You will get one actionable email every week. That should give you time to digest my advice without overwhelming you. I know how busy you are.
Please ask questions.
However, I realize that some of the strategies I share may feel daunting and you will probably have questions. When that happens, please, please, email me by replying to any of my emails and I will do my best to help.
That isn't some "pretend-friendly insincere offer." I genuinely want to help.
And before you start worrying that I might charge you for my help, let me assure you that this email course is 100% free. That includes answering your questions. It would be lovely to work with you one day. But, I understand you may have budget limits. So, my main goal here is to just provide as much value as I can through this free email course.
Next time.
Okay, so that is it for this time. In the next email, I want to start by addressing some barriers you face in improving your landing pages. Until we address them, we won't make much progress.
So, keep an eye out for my email. And in the meantime, drop me a reply and say hello! 🙂
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