New Startup Landing Page Not Converting - Please Review

[djc225]

Hi Guys,

I'm launching a start-up for automotive buyers http "colon"//bit.ly/rtG4pI and we're almost ready to go with the whole site. We have just launched part of our business model and I've created a landing page http "colon" //bit.ly/oA6D72 that I've been testing with google adwords.

I'm using highly relevant keywords with adwords so I'd think that I'm getting visitors interested in exactly what my landing page is offering, however I'm not seeing any conversions (at least not the level needed to be profitable with adwords).

Does anyone see any issues with my landing page/ or possibly with the application behind the "apply now" button?

What suggestions do you have to help increase my conversion rates?

(sorry for the funny approach to the bit.ly, im not yet allowed to post links)

Thanks in advance for any help

[dburk]

Hi djc225,

The page your visitors are sent to AFTER they click the Apply Now button makes a far superior landing page than the one you have now. Skip that first page and I bet your conversions at least double.

[djc225]

Don,

can you please explain why you say the second page is better? For something requiring so much trust as a finance application shouldn't I give the visitor some information first? If i lead them right to the application, wont that be too aggressive and scare people away?

[John F Kennedy]

Offer something for free.

Your lading page could offer a free report of some kind, also try and get them on your list. Most of the viewers to your site won't opt in, your kidding yourself if you think they will.

Trying to ask for a quote is fine but give them something for nothing and get them on your list if not. Then, maybe in an email news letter you can better explain the benefits and savings that you have on offer.

There is too much info on your landing page, engage them softly but you just must try and get them on your list, that way you can sell to them over and over again...

Good luck with this.

[dburk]

Hi djc225,

I didn't mean to imply that the second page is perfect, just better than the 1st page. The second page layout is better, it has more clarity. Clarity trumps persuasion!

Clarity reduces anxiety! The call-to-action on your first page is above the sales copy, that is the wrong sequence. First tell them what they can do, then why they should do it with you, and then ask them to do it. You 2nd page does a better job of following the proper sequence for clarity.

Your second page layout is better because it doesn't confuse the reader about which page element should be read first, second and so forth. Persuasion is a sequence of thoughts that lead to a conclusion. If your layout does not lead the reader consistently through a sequence of thoughts, your visitors sequence of thoughts will be more random, less consistent, and not as predictable.

[dburk]

Hi djc225,

Another way to go would be to clean up the layout with one that leads the reader to follow a logical sequence of thoughts before asking them to apply.

Use a short form, just name, phone and email, along with a better call-to-action, one that implies a benefit (i.e. Get pre-approved now) on the first page, with the balance of the application fields on the second page. This will give you more leads in case the reader isn't willing to fill out the entire form you can still follow up with the contact information you collected on the first page.