A few years ago, when I started to make dedicated landing pages for my Google Ads campaigns I wondered if the conversion rate was a good conversion rate.
What is a good conversion rate?
I will answer this later, but before I do, there are several things to consider:
1 - Purpose of the landing page.
2 - Is the conversion objective a free element (e-book download, email address acquisition)?
3 - What sector are you in? Interesting element. The conversion rate is strongly linked to the sector. Unbounce released a study in 2021 on this subject which you can read here.
4 - Is the conversion objective an application download?
5 - What is the price of the product/service to be sold?
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How many clicks before the final conversion?
In addition to the business sector, whether the objective is free content or service, etc. one of the things to think about is where the final conversion will take place.
If your landing page is simply a gateway to the site where the conversion will take place, it becomes more complex if you want to check that you have a good conversion rate. However, improving it is still quite feasible.
Why?
You might look at your Unbounce account and be happy to find a 13% conversion rate for specific CTA's.
Visitors often click on : 'buy now'. Excellent! You have succeeded in your work of persuasion.
Unbounce will tell you that your page is successful, because 13% of visitors click on the target Call To Action: 'buy now'.
At the same time, the CEO wants to see you because he thinks that the turnover is not growing fast enough.
You can imagine where I'm going with this: there is surely a problem on the checkout page: slow, errors, it doesn't inspire confidence, the discount code doesn't work...
In summary,
In order to improve your sales page, you need to ensure that you are improving the outbound click-through rate and the goal completion rate on the final page.
1 - Improve the click-through rate of your sales page:
Unbounce measures the conversion rate based on the number of clicks out of the CTA that leads to your page. Basically, it measures the click-through rate of your sales page.
If you have done your job well, you should have one goal per landing page.
Improve this click-through rate by doing continuous AB testing. It doesn't take much: CTA colours, airiness of the page, quality of testimonials, etc.
Even if you don't control the end game, it's obvious that you'll get more conversions with 150 outbound clicks than with 25.
2 - Improve the conversion rate of your campaign:
It's normal to have lead loss between the outbound clicks on the sales page and the goal achievement page.
Check your data on Analytics :
Possible factors affecting your conversion rate
A question of product
- Complex and difficult to understand product or value added. Commercial follow-up is necessary.
A question of price:
- The price is too high compared to the competition
- The price is too low. This may seem suspicious or a sign of poor quality
- The price displayed on the payment page is different from the one advertised on the sales page.
Technical problems:
- Slowness
- The discount code does not work
- The contact form does not work.
Commercial follow-up :
- The customer filled in a contact form, but was never called back by the sales department or not quickly enough.
Landing Page problem :
- Your landing is the home of your site.
- A domain name different from the one
Wrong target :
- You are attracting the wrong people to your page.
Do I need to worry about the conversion rate?
The conversion rate is one of the most important metrics, but it is still a metric.
The purpose of a metric is to be able to measure continuous improvement.
In reality, you should not only be concerned about ROI (return on investment).
You could have two landing pages with significantly different conversion rates without having a real impact on ROI.
For example:
- Your Page A offers a free e-book download with the essentials to sell better. You have a 30% conversion rate but in the end, no prospect buys your services
- Your Page B offers a contact form with 30 minutes of coaching at 50% off with a conversion rate of 5%. Your ROAS is higher while your conversion rate is lower.
My advice:
Take a holistic view of your conversion path: positioning, pricing, campaigns, target, sales page, conversion tracking.
Analyse all the elements and prioritise the issues to be addressed with a 20/80 view.
Work with experts with a cross-sectional view instead of professionals who will not be able to analyse the elements that affect the buying journey.
If you wish to be accompanied by a professional with a 360° vision, do not hesitate to contact me for a free audit without obligation.
