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What is wrong with my landing page?

by MP9
11 replies
  • CRO
    • |
Hi,

This is my first experience in affiliate marketing. I have set up my first campaign on Facebook promoting a car loan service for a network. The action required is just a one-page submit including name, address etc. The cost per click is a bit costly now averaging 0.77. I 'm using a landing page in which there is only a "continue" button along with concise description of the agency and I don't even ask for the email. But, to my surprise, out of 25 clicks on my ad with a CTR of 0.125% no one has so far clicked on "continue" button to be redirected to complete the form. Now the question is how reliable are 25 clicks without even a single click on my button, let alone conversion. My audience is laser targeted at 5000 people. Should I drop the campaign? or modify landing page? What is the minimum number of clicks required to reach a firm conclusion?

Thanks.
#landing #page #wrong
  • Profile picture of the author John Pagulayan
    I think you should at least tell us what the headline is or have a link to the squeeze page.
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  • Profile picture of the author MP9
    Of course, here is the screenshot of my landing page. All critiques and comments would be appreciated. Thank you.
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    • Profile picture of the author Raydal
      Originally Posted by MP9 View Post

      Of course, here is the screenshot of my landing page. All critiques and comments would be appreciated. Thank you.
      I clicked on the file but it says that I don't have permission to see the file????

      But 25 clicks is NOT a lot to go on.

      -Ray Edwards
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      • Profile picture of the author savidge4
        1000 clicks start to get reliable... 25 clicks is well just 25 clicks.

        What you might want to focus more on is what is the percentage of impressions vs clicks that's getting to the page and focus lesson the page itselfforright now.
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        • Profile picture of the author MP9
          Originally Posted by savidge4 View Post

          1000 clicks start to get reliable... 25 clicks is well just 25 clicks.

          What you might want to focus more on is what is the percentage of impressions vs clicks that's getting to the page and focus lesson the page itselfforright now.
          Thanks, everyone for all your valuable comments. Savidge4, I'd like to know if I should go for at least 1000 clicks, given the average cost of 0.77 for a click, I have to spend 770 dollars only to test whether a campaign works! I don't think Internet Marketers do so, as it will be very much costly. And the only way to reduce the cost would be to lower CPC which I don't think can go lower than 0.5. What is your take on that?
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          • Profile picture of the author dburk
            Originally Posted by MP9 View Post

            Thanks, everyone for all your valuable comments. Savidge4, I'd like to know if I should go for at least 1000 clicks, given the average cost of 0.77 for a click, I have to spend 770 dollars only to test whether a campaign works! I don't think Internet Marketers do so, as it will be very much costly. And the only way to reduce the cost would be to lower CPC which I don't think can go lower than 0.5. What is your take on that?
            Hi MP9,

            Success doesn't always come easy, sometimes you get a home run on the first pitch, you may have to take several swings before connecting, and you might only make it to first base. So yes, it might take 1000 clicks to get accurate data. But you don't have to wait to make course corrections. As soon as you see enough data to take action you do. The fewer clicks you are using the more likely it is that the results are pure random.

            Having said that, if you have a valuable offer, and your landing page clearly presents that offer, you should get some conversion along the way. Even if you are not yet getting conversions, you should still be gathering useful data to analyze and will likely contain actionable insights.

            You should be testing various value propositions and selling points within your ad text that will help you identify which is more compelling to your audience. You should be segmenting your audience data to refine your targeting choices.

            If you set things up right, you will, at the very least, have $770 worth of data that contains valuable insights into your market. You have a list of targeted market segments with the various costs, clicks, and engagement data to inform you which is best suited for your offer, you also have data on a variety of value propositions and selling points and you will know which ones generate the most interest and engagement.

            If you can analyze that data and understand why each segment performed the way they did, and why each selling point, and value proposition performed as they did, then you may very well have gained some valuable marketing insights, perhaps insights that will end up being worth far more than the $770 you spent to gain them.

            On the other hand, if you just spend the money without making any effort to setup experiments, measure, and analyze all of the potentially valuable data, then you would be better off choosing a different way of making money.

            After all, the is the "Conversion Rate Optimization" forum, so you should expect advice that contains actual CRO techniques, right?
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  • Profile picture of the author LP Copywriter
    A few things:
    • Your first two lines don't really mean anything. They're cliche and currently do no more than tell people what you are.
    • Try a more inspired call to action. Continue is way to passive. I am actually curious how "continue" might work in other applications, but obviously it doesn't work for this offer/traffic combo.
    • You need more data
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    • Profile picture of the author dburk
      Hi MP9,

      Without seeing your ad we cannot tell if your landing page is in line with your ad message. That could be part of the issue.

      The next thing is the landing page itself does little to inform your audience of what's in it for them. Specifically it lacks a headline and doesn't make a case to click the continue button.

      Also, there is no obvious reason they should have to click to continue to the form. Why not create a real landing page, one with a headline that tells users what's in it for them. You should be pushing your main value proposition and creating incentive to continue.

      Why not go ahead and collect some useful information at this point like asking a qualifying question and logging the result to use as data that might bring a marketing insight You could ask for information that can be used for improving your targeting methods. People are more likely to respond to a question that seems in line with the process.
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  • Profile picture of the author hasanusjaman
    Banned
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    • Profile picture of the author Seiryuu
      Very minor change, but the number should be written as $1,000,000,000 instead of $1000,000,000. The latter strikes me as someone who doesn't know much about numbers, and it doesn't fill me with confidence
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  • Profile picture of the author Jack Sarlo
    I'm not surprised they didn't click. It's far easier for them to enter their details, push a button and receive the information. Provide the complete details on one page, and the form on same page to fill.

    It just sucks to have to click a button to learn more (when you can put as much info on one page as you can). Prospects take seconds to decide, they're not going to mess around clicking buttons to search you have to present it to them.

    There's cases when putting steps and continue to next page buttons works, such as when you're revealing something groundbreaking that forces them to have to click.
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  • Profile picture of the author altonroot
    I agree with Jack above. Keeping too much information secret won't help. You have to give some information about the company. People are afraid of spam and internet viruses these days so you have to disclose who you are and why they trust you. Apart from that 25 clicks and that too from Facebook is not enough. You have understand the difference between Facebook ads and Google search ads. Search ads are more costly because people searching for something are more intended to do it against Facebook users who are just browsing.
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