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Unread 13th Jul 2016, 09:30 AM   #1
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What would you do in this case? PPC+Conversion Problem
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Hi!

We are having a problem trying to gain conversion in a travel site.

Iguazu Falls Tours: Tailormade Packages, Specially for You

EDIT: New Landing Page: http://www.iguazufalls.com/tours/promo/

We are doing PPC campaign (with good results: 10/10 in score and very optimized), but once in the page, we cant get any booking.

I cant figure out what is the next step to try gain some booking. Im thinking this options:

1) Remarketing, with a landing page with an special discount.
2) Remarketing, with a landing page showing our travel guide and do some email marketing campaign.
3) Change the copy os the funnel. Maybe make it looks lees like the user will make a payment and more like he will request a tour (they dont have to make any payment once they book, we contact them after that with the payment options and other information regarding his tour).
4) Fix the design, but dont know how. Im not very good at it.

So. what you think of this case? What would you do if you were me?

Sorry about my english .
Thanks,
Carlos
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Unread 13th Jul 2016, 10:37 AM   #2
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Re: What would you do in this case? PPC+Conversion Problem
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Are you tracking anything while doing the PPC campaign?

Where are people exiting?

From a quick look, there is hardly any information about the hotel is it 2 star, 3 star??

Would love to see a video of what we can expect

What does 'Bases' mean?

lots of different packages to choose from, gets a bit confusing

'Iguazu Falls Basic Program' - sounds a bit bland, is this meant to be a holiday? If so make it sound more exciting

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Unread 13th Jul 2016, 11:24 AM   #3
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Re: What would you do in this case? PPC+Conversion Problem
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Originally Posted by high_plains_drifter View Post

Are you tracking anything while doing the PPC campaign?

Where are people exiting?

From a quick look, there is hardly any information about the hotel is it 2 star, 3 star??

Would love to see a video of what we can expect

What does 'Bases' mean?

lots of different packages to choose from, gets a bit confusing

'Iguazu Falls Basic Program' - sounds a bit bland, is this meant to be a holiday? If so make it sound more exciting
Are you tracking anything while doing the PPC campaign?
Yes, im tracking with hotjar recordings and analytics.

Where are people exiting?
From what i seen, very few people added to cart. They check the itineraries availables and play a bit with options. Then they see more about hotels and activities int here.

From a quick look, there is hardly any information about the hotel is it 2 star, 3 star??
Thats because we do luxury tour. Thinking now, maybe the low conversion rate is because of the lack of options in cheapest hotels...

Would love to see a video of what we can expect
:taking note:

What does 'Bases' mean?
The beds. Single means one bed, double for two, and triple for three.

lots of different packages to choose from, gets a bit confusing
Yeah, i was thinking of that. Most of them pick the basic programs and soft adventure, based on analytics.

'Iguazu Falls Basic Program' - sounds a bit bland, is this meant to be a holiday? If so make it sound more exciting
Yeah i pointed that here before. Basic means that it have the traditional visit to the national park, hotels and transfer. Maybe i would call it "Traditional"...

Thanks!
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Unread 14th Jul 2016, 02:05 AM   #4
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Re: What would you do in this case? PPC+Conversion Problem
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Originally Posted by carlostinca View Post

Yeah i pointed that here before. Basic means that it have the traditional visit to the national park, hotels and transfer. Maybe i would call it "Traditional"...
Hi carlostinca,

No... no... no...

Please don't call it "traditional", that is just as boring as "basic". Besides, will your target audience have a "tradition" of visiting your destination, or are you going for new visitors?

Instead select a value-centric label that hints at the value of the package:
  • discounted
  • inexpensive
  • bargain
  • economical
  • low-priced

Your landing page could easily be improved:

Your top banner background is a low resolution (blurry) image that seems to be poorly cropped. Choose a better image.

I'm sorry, "Packages" is one of the worst headlines I've seen. Try using an exciting headline that makes a bold statement.

Try something like:

Iguazu Falls - World's Largest Waterfall
Extreme Beauty, Experience Of A Lifetime


[BOOK MY ADVENTURE NOW]
[CALL-TO-ACTION BUTTON]

Make booking as easy as possible, include a CTA button on that top banner.

HTH

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Unread 14th Jul 2016, 01:52 PM   #5
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Re: What would you do in this case? PPC+Conversion Problem
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Originally Posted by dburk View Post

Hi carlostinca,

No... no... no...

Please don't call it "traditional", that is just as boring as "basic". Besides, will your target audience have a "tradition" of visiting your destination, or are you going for new visitors?

Instead select a value-centric label that hints at the value of the package:
  • discounted
  • inexpensive
  • bargain
  • economical
  • low-priced

Your landing page could easily be improved:

Your top banner background is a low resolution (blurry) image that seems to be poorly cropped. Choose a better image.

I'm sorry, "Packages" is one of the worst headlines I've seen. Try using an exciting headline that makes a bold statement.

Try something like:

Iguazu Falls - World's Largest Waterfall
Extreme Beauty, Experience Of A Lifetime


[BOOK MY ADVENTURE NOW]
[CALL-TO-ACTION BUTTON]

Make booking as easy as possible, include a CTA button on that top banner.

HTH
Hi dburk,

Thanks for your feedback, very useful. I did some work in the landing page, could you give it a try now?

Iguazu Falls Tours: Tailormade Packages, Specially for You
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Unread 14th Jul 2016, 03:43 PM   #6
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Re: What would you do in this case? PPC+Conversion Problem
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Originally Posted by carlostinca View Post

Hi dburk,

Thanks for your feedback, very useful. I did some work in the landing page, could you give it a try now?

Iguazu Falls Tours: Tailormade Packages, Specially for You
Hi Carlos,

I took a quick look at your website.

The homepage banner background image is definitely an improvement, though it seems less sharp and colorful than what we typically see on these types of sites. I would keep trying to find an even sharper, more vibrant image. Try to find an image the makes people think "wow, absolutely stunning". Definitely a move in the right direction.

You actually have a real headline and sub-headline now, that is also an improvement. However I have to say the content of your headline is very dull, and more importantly, none specific. If fact it is so generic I don't think anyone can tell from the headline and sub-heading what your website is about.

AN UNIQUE EXPERIENCE YOU SHOULD NOT MISS

Let us do the hard work, we can make a tailor made itinerary for you
If you were to place an advertisement using the same text would people be able to read that text and know exactly what it was your were advertising?

If you printed these words on display board and surveyed 100 people on the street, what percentage do you think could read just those words, and then describe your offer as a tour package to Iguazu Falls?

Or as a tour to any falls for that matter?

Or even to a travel adventure tour, of any type, anywhere?

I dare say most, if not all, will not be able to guess correctly based on just those words. Yet many people will use just those words to decide whether or not to instantly hit the back button in their web browser to go to another website.

Your headline and subheading are arguable the most important sales copy on your landing page. The function of your headline is to grab the reader's attention and draw them into reading the sub headline and together they serve the purpose of getting people to stay long enough to read the first paragraph of your sales copy. If your headline and subheading fail at this essential purpose, nothing else on your page matters because your visitor has already hit the back button.

I have been practicing marketing for more than 25 years, and having ran an advertising agency for the past 14 years has afforded me the opportunity to test and gather data on millions of headlines and sub-headlines. The most significant factor in headline effectiveness is clarity, and clarity demands that you be specific in what you are marketing. Lack of clarity is top conversion killing practice of any sales copy. Your words cab be absolutely exquisite, crammed with heart pounding excitement, and still flop if it lacks clarity.

You could replace your current headline with just the following words and I bet you would get a 50%, or more, lift in conversions rates:

"Iguazu Falls Tours"

Even as unexciting as those words are, they offer clarity and would be a huge improvement. Clarity trumps persuasion.

I also think it would be a good idea to test the placement of a CTA button right there in the top Banner. Perhaps test: "Book Now!" or "View Tour Packages" for the button text. Get people interacting with your website content right away to get them engaged in your content.

Since you are offering tailor made tour packages, consider creating a configurator widget that lets users configure their own custom designed tour package, and check out the price with a CTA button. Everything you do to engage your website visitor brings them a step closer to converting.

HTH


Last edited on 15th Jul 2016 at 11:02 AM.
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Unread 15th Jul 2016, 10:57 AM   #7
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Re: What would you do in this case? PPC+Conversion Problem
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Originally Posted by dburk View Post

Hi Carlos,

I took a quick look at your website.

The homepage banner background image is definitely an improvement, though it seems less sharp and colorful than what we typically see on these types of sites. I would keep trying to find an even sharper, more vibrant image. Try to find an image the makes people think "wow, absolutely stunning". Definitely a move in the right direction.

You actually have a real headline and sub-headline now, that is also an improvement. However I have to say the content of your headline is very dull, and more importantly, none specific. If fact it is so generic I don't think anyone can tell from the headline and sub-heading what your website is about.



If you were to place an advertisement using the same text would people be able to read that text and know exactly what it was your were advertising?

If you printed these words on display board and surveyed 100 people on the street, what percentage do you think could read just those words, and then describe your offer as a tour package to Iguazu Falls?

Or as a tour to any falls for that matter?

Or even to a travel adventure tour, of any type, anywhere?

I dare say most, if not all, will not be able to guess correctly based on just those words. Yet many people will use just those words to decide whether or not to instantly hit the back button in their web browser to go to another website.

Your headline and subheading are arguable the most important sales copy on your landing page. The function of your headline is to grab the reader's attention and draw them into reading the sub headline and together they serve the purpose of getting people to stay long enough to read the first paragraph of your sales copy. If your headline and subheading fail at this essential purpose, nothing else on your page matters because your visitor has already hit the back button.

I have been practicing marketing for more than 25 years, and having ran an advertising agency for the past 14 years has afforded me the opportunity to test and gather data on millions of headlines and sub-headlines. The most significant factor in headline effectiveness is clarity, and clarity demands that you be specific in what you are marketing. Lack of clarity is top conversion killing practice of any sales copy. Your words cab be absolutely exquisite, crammed with heart pounding excitement, and still flop if it lacks clarity.

You could replace your current headline with just the following words and I bet you would get a 50%, or more, lift in conversions rates:

"Iguazu Falls Tours"

Even as unexciting as those words are, they offer clarity and would be a huge improvement. Clarity trumps persuasion.

I also think it would be a good idea to test the placement of a CTA button right there in the top Banner. Perhaps test: "Book Now!" or "View Tour Packages" for the button text. Get people interacting with your website content right away to get them engaged in your content.

Since you are offering tailor made tour packages, consider creating a configurator widget that lets users configure the own custom designed tour package, and check out the price with a CTA button. Everything you do to engage your website visitor brings them a step closer to converting.

HTH
Hi dbark,

I really thank your for the time your are taking for this matter. I will take a look in the landing page and make some changes.

Thanks!
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Unread 18th Jul 2016, 12:07 PM   #8
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Re: What would you do in this case? PPC+Conversion Problem
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Originally Posted by dburk View Post

Hi Carlos,

I took a quick look at your website.

The homepage banner background image is definitely an improvement, though it seems less sharp and colorful than what we typically see on these types of sites. I would keep trying to find an even sharper, more vibrant image. Try to find an image the makes people think "wow, absolutely stunning". Definitely a move in the right direction.

You actually have a real headline and sub-headline now, that is also an improvement. However I have to say the content of your headline is very dull, and more importantly, none specific. If fact it is so generic I don't think anyone can tell from the headline and sub-heading what your website is about.



If you were to place an advertisement using the same text would people be able to read that text and know exactly what it was your were advertising?

If you printed these words on display board and surveyed 100 people on the street, what percentage do you think could read just those words, and then describe your offer as a tour package to Iguazu Falls?

Or as a tour to any falls for that matter?

Or even to a travel adventure tour, of any type, anywhere?

I dare say most, if not all, will not be able to guess correctly based on just those words. Yet many people will use just those words to decide whether or not to instantly hit the back button in their web browser to go to another website.

Your headline and subheading are arguable the most important sales copy on your landing page. The function of your headline is to grab the reader's attention and draw them into reading the sub headline and together they serve the purpose of getting people to stay long enough to read the first paragraph of your sales copy. If your headline and subheading fail at this essential purpose, nothing else on your page matters because your visitor has already hit the back button.

I have been practicing marketing for more than 25 years, and having ran an advertising agency for the past 14 years has afforded me the opportunity to test and gather data on millions of headlines and sub-headlines. The most significant factor in headline effectiveness is clarity, and clarity demands that you be specific in what you are marketing. Lack of clarity is top conversion killing practice of any sales copy. Your words cab be absolutely exquisite, crammed with heart pounding excitement, and still flop if it lacks clarity.

You could replace your current headline with just the following words and I bet you would get a 50%, or more, lift in conversions rates:

"Iguazu Falls Tours"

Even as unexciting as those words are, they offer clarity and would be a huge improvement. Clarity trumps persuasion.

I also think it would be a good idea to test the placement of a CTA button right there in the top Banner. Perhaps test: "Book Now!" or "View Tour Packages" for the button text. Get people interacting with your website content right away to get them engaged in your content.

Since you are offering tailor made tour packages, consider creating a configurator widget that lets users configure their own custom designed tour package, and check out the price with a CTA button. Everything you do to engage your website visitor brings them a step closer to converting.

HTH
Hi dbark,

I worked today on the landing page, and i think its better now. Would you like to give it a try now?

http://www.iguazufalls.com/tours/promo/

I created an exclusive page for your PPC campaing, and then worked a bit in the copy and more business proof, to give a more proffesional look to the page. What you think?
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