A Brief Overview of the Advantage of Removing Website Navigation in Lead Generation Campaigns.
So you are running a lead generation campaign. Your impressions and click-through rates are looking promising and your campaign appears to be strong, however, to no avail, the conversions are just not quite matching the progress of your campaign.
This is an issue with your landing page and landing page experience.
There are 2 solutions to increase conversions on your landing page or website and this is how!
Build Specific Landing Pages with No Navigation.
Using software like Instapage, Unbounce, etc, you can design a landing page that is specific to the wants and needs of the potential customers clicking on your ads.
Landing pages like this are focused and usually have one goal – to get conversions.
There must be no navigation, links or pop-ups to distract the potential customer, only relevant information that is specifically aimed at convincing the user to convert into a customer.
When a potential customer lands on this page, it will be clear to them what they have to do, and whether or not they want to share their personal information with you.
This makes their choice a lot more simple and leaves very little room for error and confusion.
If conversions follow, it is clear you are attracting the right audience. If not, it’s evident you are attracting the wrong audience as the landing page offer does not appeal to them.
This solution has been trialed and tested and has been seen to increase conversions by up to 110%.
Using Google Optimize to Kill Navigation
Google Optimize is a nifty tool that can be used to make temporary or permanent changes to your website. It also allows you to A/B test on your website and it is aimed to help increase conversion rates and user experience.
Firstly, you will need to install your optimize code on your website. I would recommend doing this using Google Tag Manager as it allows for a seamless process. Whereas installing it manually can go wrong and can be painfully irritating.
So now that you have installed your optimize code and have gotten that green tick, you are ready to make changes to your website.
My suggestion would be to either A/B test or Personalise your website.
A/B Testing on Google Optimize:
A/B testing allows you to view any page of your website, and then edit, replace, delete or adjust any text, images links, etc on your website. In this case, you will take away any links, buttons or navigation that can take the user off of that specific web page.
You will then decide what percentage of your traffic to test and then you will run your experiment. Google Optimize will then automatically decide which test is performing better and favor that test and will then run that one independently.
Personalization on Google Optimize:
Personalization allows you to make fixed/permanent changes to your website. This is helpful if you do not want to A/B test, but rather just make a few changes to text or take away navigation on a specific page of your site.
This is often done on the contact us pages or pages where you can fill in a form.
All navigation on that page is taken away and it leaves little to no room for people to navigate around or see pages you don’t want them seeing. This is important as often users click on and view the most bizarre pages and you do not want to pa good money for them to aimlessly search. Thus taking away any freedom on the page makes the goal clear and specific. Thus if you are attracting the right audience then conversions will shortly follow.