Pay-per-click advertising (PPC) is all about the science of optimizing keywords in your Google and Bing ads. This in turn drives traffic to your site. But it’s also about the art of persuading your customers to convert once they reach your landing page.
Not only are humans dealing with concepts such as logic, they’re also dealing with a bevy of emotions. emotions that are often circumstantial, depending upon the day or the moment in someone’s life. And there’s no way that you or anyone can predict how a person might be feeling.
But there are a few negative emotions that commonly occur on landing pages. The more prepared you are to handle them with your sales copy, the more conversions you’ll ultimately see. Here are a few of the most common negative emotions you’ll run into:
#1. Your lead is afraid.
Even when a person has found their way to your landing page after performing a search engine query, they may still have fears your landing page will need to overcome. They might fear that you’re not legitimate. Or they might fear that if they provide their phone number or their email info, then they’ll be forced to endure a pushy sales person who refuses to take “no” or “maybe” for an answer.
They might fear spending money on a product or service. Every person will come to the table with their own set of fears. You can overcome these fears by making sure that your marketing team creates a transparent landing page. Make sure it is filled with as much honest, relevant information as possible.
Consider everything: the layout, the color scheme, the type of keywords you use, how many forms you’re using, etc. Create the type of landing page that you’d like to arrive at – one that’s inviting, informative, and trustworthy.
#2. Your lead is stuck in the decision-making process.
Let’s face it – some people are naturally more decisive than others. Sometimes you’ll attract leads to your landing page who are sure of themselves and are ready to make a decision. Other times, there will be plenty of leads who get stuck at the decision phase.
This actually ties into fear, because a person who is indecisive is one who fears making the wrong decision. More than this, they fear the consequences of making the wrong decision. That’s why it’s important to provide as much upfront decision-making information as possible.
It might be tempting from a marketing perspective to withhold information as a way to create an enticing “tease”. But often, you’ll turn off a good segment of your potential leads this way. (By the way, the call-out extension portion of your ad is an excellent place to help your leads make a decision, even before they arrive to your landing page.)
#3. They become overwhelmed with choices.
It’s critical to provide solid information and trust signals on your landing page. However, leads can also become stuck in the decision making process because your landing page offers too many choices. While it’s important to be upfront with pertinent information, resist the urge to over communicate.
Your landing page is designed to send your leads either towards a sales page or a sign up form. Particularly when it comes to capturing leads in the financial and the educational sectors, your landing page shouldn’t perform the function of a sales person. Let your Sales Department do what they do best.
Feeling overwhelmed? Our account managers can help you to coordinate a well-converting landing page with just the right ad keyword strategy. Call us to set up an appointment that will allow you to boost your conversions and use your marketing budget more efficiently.