Black Pearl Matrix

Web Design, Hosting, Digital Products & Services

Black Pearl Matrix

Web Design, Hosting, Digital Products & Services

Visit Our Store

Previous

Next

Black Pearl Matrix

Web Design, Hosting, Digital Products & Services

Visit Our Store

Previous

Next

Landing Page Conversion Rate Optimization for SEM Campaigns

Join, ready write & share !!!

Contact Us,
For A Free
Consultation !!!

Landing Page Conversion Rate Optimization for SEM Campaigns

Presented By
Black Pearl Matrix

Tips To Optimize Your Landing Page Conversion Rate:

Landing page conversion rate optimization is a very important strategy for digital marketing campaigns, especially search engine marketing (SEM) campaigns.

A landing page is the page a user sees after clicking on an ad and must perform the desired action, such as: Filling out a contact form, placing an order, or subscribing to a newsletter.

Join us in this article and discover SEM strategies and learn how to optimize your conversion pages for this type of campaign!

1- What is SEM?

SEM (Search Engine Marketing) can be described as any marketing strategy based on search engines. This strategy can be used to publicize businesses online or offline, and also to promote actions that take place virtually or physically.

SEM is divided into two parts. One of them is SEO, which aims to generate more organic traffic for a given domain. And the other is sponsored links.

We are talking about the ads that are displayed on Google and other platforms. These materials involve strategies such as keyword research and other techniques in common with SEO.

But they also involve analysis of audience segmentation and strategies more in line with media buying in traditional advertising.

In summary, SEM can be described as a kind of umbrella. Underneath it, SEO and other techniques are inserted that help the company to appear and be well positioned in searches in the main search engines.

A Digital Marketing strategy will only be complete and well developed if there is quality investment and efforts using both dimensions.

2- CRO: What Does This Acronym Mean?

Of the many acronyms that are part of the Digital Marketing vocabulary, CRO is one of the most important. In order to have an efficient strategy that can bring the expected results, it is impossible not to talk about conversion optimization.

If you’re seeing this acronym for the first time, we can define CRO as the set of techniques that marketers use to optimize pages and strategies to facilitate online conversions.

Its objective is to make more people who access a page interested in the offer and carry out the conversion process.

Let’s take an example: imagine that you have a Landing Page that attracts 1000 visitors every month. Of that total number of visitors, only 100 of them download your offer, which is an eBook.

You then apply CRO techniques to the page, such as decreasing the number of questions on the form from 5 to 3. The following month, the number of conversions rises to 200, even though you maintain a similar number of visitors.

To improve this performance, it was not necessary to build another page or produce new material. Just a simple tweak was able to improve what you already had ready.

That’s why the results obtained using CRO can bring several benefits to your pages, contributing to your company’s growth. Imagine that this page could be for contacting the sales team or for testing a certain digital product. Having this type of result will directly impact the most important KPIs in the business.

Now that you’ve come this far, stay until the end to learn the concepts of conversion and optimization, the variables that make up this strategy, how to generate hypotheses, run tests and much more! In the end, the goal is for you to have your website and other pages ready to attract as many conversions as possible.

SHARE THIS PAGE

About Black Pearl Matrix

We are a passionate team of experts that have helped businesses large and small from all around the world to capitalize on the Internet.

BPM Professional Web Design, Online Business Development, Pre-Built Online Stores, Mobile Apps, SEO Services, Web Hosting, Interactive Media & Animation, Social Media Integration, Branding, Affiliate Opportunities, Online Store

Featured Articles

01. AFFILIATE MARKETING

8 Advantages of Affiliate Marketing In 2022

01. AFFILIATE MARKETING

8 Advantages of Affiliate Marketing In 2022

01. AFFILIATE MARKETING

8 Advantages of Affiliate Marketing In 2022

01. AFFILIATE MARKETING

8 Advantages of Affiliate Marketing In 2022

3- Conversion Formula

In addition to knowing which type of conversion best suits your goals, it’s important to know which variables are part of a conversion.

After all, it is common to have some doubts when our intention is to improve this indicator:

• What elements should we observe in a page optimization analysis process?

• Which of these elements generate the most impact for a visitor to “say yes” to an offer available on the page?

• Where to focus the team’s efforts to attract more conversions?

With these doubts in mind, MECLABS, an American institute super specialized in the science of conversion optimization, created a formula that dissects the characteristics of a conversion. Their formula is as follows:

This is the so-called Heuristic Conversion Formula, patented by the institute. Check out what each element of this formula represents:

• C = probability of conversion;

• m = user motivation;

• v = value proposition clarity;

• i = incentive to convert;

• f = friction;

• a = anxiety.

Since C is the probability of conversion for this user, it represents the interaction between all the other variables that we will explain individually below.

M = Motivation

This first variable of the formula – which is the factor that most interferes with the probability of conversion – represents the user’s motivation to convert. The greater your user’s interest in your offer and the alignment between the two, the greater their motivation and chance to convert.

The weight of motivation in the formula is 4, which makes it clear that making an offer that is of interest to your audience is one of the most important factors for a good conversion.

For example: no matter how good the offer of a travel package to Rio de Janeiro is, it will hardly be purchased by a resident of Rio itself, since he has no motivation to do so.

V = Value Proposition

The value proposition is the answer to the question: why exactly should I convert here? It is the value that the user sees in your offer, how much it adds or improves his life, and what differentiates your offer from a similar offer from your competitor.

When talking about an offer that involves a purchase, the price, cost-effectiveness and appeal of the product are examples of a value proposition.

As for a Landing Page conversion of free material, we can consider the quality of the content and material, the credibility of those who produced it and the clarity of the added value in the offer.

The weight of the value proposition in the formula is 3, being the second most important factor in the conversion: even if the user is motivated for your offer, he needs to see the value and the positive differentials that it offers.

I = Incentive to Convert

This additional incentive, which goes beyond the main value proposition, involves features that can be added to your offer to give conversion a little extra push.

A discount is the most common type of incentive we see out there, but we can go further. Examples of additional incentives that bring conversion results are also:

• Guarantees: lowest market price, achieved results, on-time delivery, etc.;

• Aspects of urgency: “buy now and pay less”, “last unit in stock”;

• Social proof: “this list of companies are our customers”, “more than 10 thousand people have downloaded our content”.

F = Friction

Friction elements are those that bring difficulties to the conversion and can encourage the user not to convert. Therefore, in the conversion formula, friction is subtracted from the additional incentive, being a variable that decreases its probability.

Your site’s usability issues, disjointed content, and long forms are all friction elements.

It is important to note that it is impossible to eliminate all friction from a conversion: eliminating form fields to improve a Landing Page conversion is valid, but we must pay attention to what information is important for the strategy.

The focus should be on not overusing frictional elements and balancing them with the incentive elements and value proposition of our offering.

A = Anxiety

Like friction, anxiety elements are subtracted from the conversion formula as they are detrimental to the likelihood of conversion.

They involve all the aspects that can generate insecurity in the conversion:

• “Is it safe to put my credit card number on this site?”;

• “Will my personal information be protected?”;

• “If I fill in my email, will I get a lot of spam?”.

Obtaining security certificates for your site, giving the user information about your email sending policy and inserting testimonials from customers who have successfully converted are all ways to reduce anxiety and improve conversion.

WEB DESIGN PLANS

$750ONE TIME FEE

Blog Website
Up To 3 Pages
Responsive In All Platforms
6 Months Support
And much more ...

start up

$950ONE TIME FEE

Corporate Business Website
Up To 5 Pages
Emailing Contact Form
8 Months Support
And much more ...

Popular

$1450ONE TIME FEE

E-Commerce Store
Up To 30 Products
Security Payment System
12 Months Support
And much more ...

advanced

VISIT OUR STORE

VISIT OUR STORE

4- Conversion Rate: Tips to Optimize It

Optimizing your landing page conversion rate requires understanding your campaign objectives and target audience. This allows you to create pages that meet your users’ expectations and encourage them to take the desired action.

Here are some tips for optimizing your landing page conversion rate:

• Avoid distractions like pop-ups and side ads;

• Use clear and concise titles and subtitles to highlight the main benefits of the product or service offered;

• Include images or videos that demonstrate how your product or service works and the benefits;

• Use short, easy-to-fill contact forms with minimal mandatory fields;

• Add testimonials from satisfied customers to increase user confidence;

• Encourage users to take action by offering guarantees such as a money-back guarantee or free shipping;

• Use a clear and compelling call-to-action (CTA) such as “buy now” or “register” to encourage users to take the action they want.

Landing page conversion rate optimization is an ongoing process that requires testing and analysis to understand what is working and what can be improved. The use of analytical tools such as Google Analytics can help us understand user behavior on the website and identify opportunities for optimization.

5- Why is SEM Important?

There is no doubt that search engines make up a sizable portion of all traffic generated on the internet.

To give you an idea, there are 2.3 million searches performed on Google every second.

Thus, it is easy to imagine the potential of this tool when talking about business.

Search engines are, above all, information platforms and, as such, serve as a foundation for users’ questions.

Therefore, they encourage the creation of content on the web, bringing the greatest amount of knowledge possible to Internet users.

On the other hand, being the largest online advertising platform in the world, Google is also recognized for its effective business model, which aims to generate profitability for the company’s continuous searches and offer a good user experience.

6- How to do SEM?

Some practices are recommended in Search Engine Marketing strategies. Below you can see some of them:

6.1 Using Sponsored Links

To come up with a good sponsored links strategy, you’ll need to start with a good analysis of your product or your brand. One of the great advantages of advertisements on the internet is the fact that they allow a detailed segmentation of the public.

So, you should know well who you want to talk to. Ideally, think about your buyer persona when cutting your ad on Google AdWords or another ad platform. From there, you will be able to elaborate an efficient communication for this public.

Sponsored links allow you to run campaigns for a very low price. So, if you still don’t have much confidence, start with campaigns involving a small investment and start testing what brings the best results.

6.2 Using SEO

SEO has two dimensions, called On Page and Off Page. See below what each of them means.

6.2.1 On Page SEO

Here we are talking about all the techniques that you apply within your own website or your page.

The production of quality content, a fast and optimized website for different platforms, the meta description of your post and the URL are some examples of these actions.

6.2.2 Off Page SEO

The Off Page includes all the techniques that have to do with your website’s relationship with the entire internet environment. These actions are performed off-site.

See some examples:

• Link building: establishing a network of internal links between the pages of your website improves ranking, as Google will read all pages as a single thing, stronger than an isolated page;

• Guest posts: in this strategy, you publish content on other companies’ blogs and websites, with the aim of strengthening both domains;

• Campaigns and co-marketing actions: as with guest posts, the objective here is to strengthen both domains. In these actions, you can launch rich materials in partnership with the other brand or develop crossmedia actions.

So, for you to be successful with your strategy, it is worth following some good practices, such as:

• Use the concept of long tail (long tail), that is, specific keywords. Very specific search terms tend to have low search volume and competition, so the ideal is to invest in more extensive keywords;

• Never take advantage of non-recommended techniques, the so-called black hat. That is, practices of repetition of keywords, titles that do not match the content, etc.;

• Review data collected by Google Analytics regularly and make changes to your articles, posts and advertisements;

• Don’t forget to use calls to action in your SEO strategies. A good CTA can be the difference between your campaign’s success and failure;

• Watch the competition for a keyword in both sponsored links and organic strategies. You will often be able to discover relevant terms on which you can outperform your opponents;

• Always put the user first and try to solve their problems. Remember: SEM strategies should always benefit the user!

FAQ – Landing Page Conversion Rate Optimization FAQ

1. What is Search Engine Marketing (SEM)?

Search Engine Marketing (SEM) consists of strategies that have a common goal: to optimize websites to place them closer to the top of the results pages in search engines like Google, Bing, among others. This can be organic or paid.

2. What is CRO (Conversion Rate Optimization)?

The acronym CRO stands for “Conversion Optimization”. It is a strategy that consists of a set of practices that increase the conversions of a given website or internet page, taking better advantage of the traffic that the pages already have without necessarily attracting more visitors.

3. Why should I keep my landing page optimized?

Having an optimized website helps not only increase the amount of traffic to your website, but the quality as well. It's a smart business move to optimize your website but also increase your conversion rate.

4. What is the purpose of optimization?

Optimization consists of the elaboration of a strategic and adequate planning for an efficient management, aiming to obtain a return within the standards of excellence. The optimization process seeks to optimize yields in the most diverse fields of activity.

Conclusion

In short, landing page conversion rate optimization is critical to the success of digital marketing campaigns, especially Search Engine Marketing (SEM) campaigns.

It’s important to create a simple, clean page with an easy-to-navigate, visually appealing layout. It is also essential to include clear and concise titles and subtitles, as well as images or videos that demonstrate the benefits of the product or service offered.

Additionally, short, easy-to-fill contact forms, testimonials from satisfied customers, and guarantees can help build user confidence and encourage them to take the desired action. Finally, it is important to use clear and attractive call-to-action (CTA) to encourage users to take the desired action.

To ensure the success of digital marketing campaigns, it is essential to carry out constant tests and analyzes to understand what is working and what can be improved. Analytics tools such as Google Analytics can help you understand user behavior on the page and identify opportunities for optimization.

Please Send Us Your Feedback

Did you like this article?

If so, help us by using the buttons below to share this article on social media.
Also, if you have questions or suggestions, send us a messages to help us improve this content.
THANKS !!!

Black Pearl Matrix ® Web Design, Programming, Digital Products & Services.

SHARE THIS PAGE

Featured Articles

01. AFFILIATE MARKETING

8 Advantages of Affiliate Marketing In 2022

01. AFFILIATE MARKETING

8 Advantages of Affiliate Marketing In 2022

01. AFFILIATE MARKETING

8 Advantages of Affiliate Marketing In 2022

01. AFFILIATE MARKETING

8 Advantages of Affiliate Marketing In 2022

01. AFFILIATE MARKETING

8 Advantages of Affiliate Marketing In 2022