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Crafting the perfect landing page for your project is a science and something that should be an ongoing process with constant A/B tests for optimisation.
The goal is conversions, but relevant conversions and the dance between screening people out and encouraging people to click through is a balance that comes from extreme insight.
Ideally, you want to fine-tune the variables of design, psychology and user experience to craft a page that communicates the story of your project and encourages genuine buyers to inquire and minimises the click-through of tyre kickers.
Then you need to find the balance of information on the page, you want to give the consumer enough information they can make an informed decision whether this is for them, but you also want to “gate” some of the information. This is a value exchange, and the theory is the more information given the more information would be provided. With this in mind as you provide insights on the project, it’s important they are engaged enough to want more, and request the gated content in the form of a brochure or floor plans by entering their email address.
In the past, this gated content strategy has been creating a “seamless” experience, one with minimal input from the consumer to make it easy for them to inquire and easy for you to capture a lead.
This strategy is evolving, and through reverse engineering what we know a genuine buyer to “look like” online, we can begin to pull different levers to screen those that are “just looking” or not highly intent to engage.
The science of these variables and how they impact the thought process of the consumer is not to be neglected, and I will provide one example of how through A/B testing and optimising, urban.com.au doubled the inquiry quality by reducing the number of low-intent inquiries.
Strategising around how to optimise the call to action would often be around how to encourage more click-through. However, sometimes less is more, and at urban.com.au we took the approach of minimising click-through, as we only want people who are highly intent and keen to engage in the sales process to participate in this value exchange.
Changing the call-to-action button from “Download Now” to “Request from Agent” may seem a small change, but this has had a dramatic impact on conversion rates, lead quality and consumer engagement.
It has impacted the conversion rate by over 50 per cent, meaning five out of 10 people that would have downloaded a brochure didn’t “feel” that requesting a brochure from an agent would have been appropriate. Only those that are highly intent and further along in their decision-making process are keen to engage a sales agent and are ready to participate in the sales process.
By Zak Wilford from urban.com.au
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