Is your focus on landing page optimization actually hindering your conversion rates?

If you’re seeing minimal growth and considering every minor improvement a major victory, it might be true. What if I told you there’s a way to significantly boost conversions without even touching your landing page? Explore these 5 conversion hacks that can potentially triple, quintuple, or even increase your conversion rates tenfold without requiring any landing page modifications.

1. Swap Landing Pages with Call-Only Campaigns

Call-only campaigns are a complete game-changer. The traditional desktop conversion funnel typically involves at least four steps: the user sees the ad, clicks on it, lands on the page, and finally converts into a lead. Click-to-call extensions within a call-only campaign eliminate the often-ineffective landing page altogether. Users see the ad, directly call the business, and voila – you’ve captured a lead! In fact, calls to businesses are valued at least three times higher than website clicks. Call-only campaigns can dramatically improve your call-in and conversion rates. Instead of displaying a URL, direct users straight to your business using click-to-call:

Facebook also supports click-to-call, which is particularly useful considering that 86% of its monthly users are accessing the site from a mobile device.

This strategy ensures you’re solely investing in calls that reach your business, eliminating wasted ad spend on clicks that never convert on your landing page. However, it’s crucial to acknowledge that click-to-call might not be suitable for all businesses at all times. While it’s highly effective for businesses where prospects are likely to prefer speaking with someone directly, you might also consider…

2. Leverage New Ad Formats and Skip the Landing Page

AdWords, Facebook, and Twitter now offer lead capture ad formats that allow you to bypass the landing page entirely. Twitter’s Lead Generation Cards, for instance, showcase your offer and call to action directly to users, with their contact information pre-filled on the form.

A single click from the user sends their name, email address, and Twitter handle straight to you, ready for export to a CSV spreadsheet or integration with compatible CRM systems. Again, this approach eliminates an entire stage of the traditional conversion funnel. Why bother sending users from an ad to a landing page when you can secure the conversion directly within the ad itself?

3. Drive More Conversions with Powerful Ad Techniques

While calling them “ninja” might be a bit of a stretch, these ad types are undeniably super effective. Here are three fantastic features to leverage for increased conversions:

1. Utilize Shopping Ads or the latest industry-specific ad formats designed for hotels, automotive, mortgages, local service providers like plumbers, and more, whenever applicable. Depending on the ad format, you gain access to incredible features like pricing details, image carousels, one-click directions or booking, local inventory integration, and many more.
2. Implement Ad Customizers to create a sense of urgency and FOMO (fear of missing out). Ad customizers empower you to incorporate elements like countdowns – think “Only X Days Left at 40% Off!” You can even use them to run recurring sales, consistently tapping into the psychological urge to capitalize on a good deal. Urgency significantly impacts conversion rates, and in some client accounts, we’ve witnessed up to three times higher conversion rates as the sale nears its end.
3. Target “Similar Audiences” to reach users who are more likely to convert. Focus on attracting the right audience to your website from the outset. Both Facebook and Twitter allow you to upload lists of emails and phone numbers (like your customer list) to identify more individuals sharing similar characteristics. Harness the power of these platforms to pinpoint your ideal audience. By reaching individuals resembling your existing customers and subscribers with relevant messaging, you significantly increase the likelihood of them being interested in your offerings. (For more powerful Facebook ad targeting strategies, check out this article.)

4. Convert Abandoners with Remarketing

Simply driving traffic to your website – even getting them to add items to their shopping carts – doesn’t guarantee a successful conversion. Statistics reveal that 70% of shopping carts are abandoned, 1 in 5 business calls are abandoned, and a staggering 96% of website visitors leave without completing the desired action. So, how do you combat this? I’m a huge advocate for remarketing – it’s crucial. Neglecting remarketing puts your other marketing efforts at a significant disadvantage. Consider the resources you allocate to PPC, content creation, social media, and then imagine giving up after a single interaction with a potential customer. Don’t! Once someone expresses initial interest in your business, they become more receptive to relevant messaging. Remarketing enables you to re-engage them across social channels, through display ads across the web, via email – essentially, wherever they are online. Here’s the truth: People don’t genuinely dislike remarketing. While you might have heard otherwise in recent years, it’s simply not true. Consider these findings:

Remarketing doesn’t deter users; in fact, the more frequently they encounter an ad, the higher their likelihood of conversion. It’s true! This phenomenon likely occurs subconsciously; they might not even consciously register the ad during their initial encounters. Therefore, be bold with your remarketing strategy. Set your membership duration to triple the average length of your sales cycle, run multiple ads within each campaign, and remove impression caps. Most importantly, create compelling ads! Embrace creativity and relevance; effective remarketing evokes a positive “Oh yeah!” response instead of an exasperated “Ugh, not again.”

5. Reimagine Your Sign-Up Flow

While this tip might require a slight landing page tweak, forget about obsessing over button sizes and font colors. These minor adjustments might offer negligible improvements, but they won’t significantly move the needle. Instead, completely revamp your sign-up flow. Critically assess your ask: are you asking for too much, too soon? Take the typical software trial sign-up form as an example. Almost invariably, companies begin by requesting registration for a free trial, promising something amazing in return for user information. However, the issue is that the visitor hasn’t invested in the offer yet. They haven’t received any tangible value from you – just a promise of it. For many, this isn’t compelling enough to warrant the effort of signing up. Therefore, consider altering the flow:

In this particular case, the company opted to grant immediate access to the free trial. Only after users had explored its features were they prompted to register. This flow demonstrates value to the user before requesting anything in return, resulting in significantly better performance! Another impactful way to revamp your flow is by introducing choices. This tactic becomes even more compelling when the options carry an emotional weight, like this:

Additionally, experiment with increasing the number of steps instead of relying on one extensive step. Try dividing the form into three pages. By visualizing their progress, users are often more inclined to complete a series of smaller, consecutive requests rather than one overwhelming one.

Key Takeaways

To summarize, here are three crucial takeaways for boosting conversions with minimal landing page optimization:

1. You can reshape the conversion funnel. By implementing smarter ad formats and extensions, you can completely circumvent entire stages of the traditional funnel.
2. Significant changes yield significant results. While tweaking buttons, fonts, and spacing might create an illusion of optimization, their impact is usually minimal. Focus on meaningful improvements by re-evaluating your offer and flow.
3. Don’t settle for mediocrity. Merely replicating the industry standard will never allow you to stand out. Forget about minuscule gains. Instead, strive for exponential growth and prioritize tactics with the potential to increase your conversion rates threefold, fivefold, or even tenfold. Be a standout performer in a crowded market!