Let's say you have an ad group that's targeting some high-intent keywords enhanced by a good negative list. And that ad group brings you people that are hot to buy a product, maybe they are researching features, prices, durability, reviews, etc before buying, but the strong intent to buy is present. Do you agree that pre-selling with a landing page and directing them to a sales page is the best strategy, for this type of traffic?
For example, if my computer is swarming with viruses because of my earlier online indiscretions, I don't think I'll be willing to wait at least a week until someone works their e-mail magic on me and recommends a good anti-virus software before I get my computer fixed.
Now, I am completely sold on the idea of list building as the mother of all successful marketing enterprises, but I do not know how to implement it for this type of traffic. I don't think that having 2 CTA's with the basic meaning of "buy now" and "get your free copy here" (a bit more enticing, of course) is going to help my conversion rates much, so it's best to have one conversion goal per landing page.
The solutions that come to mind, including the seemingly silly ones are:
- place sign up here and buy now buttons on the same landing page and sell them smartly, split test and see what works and what not.
- design a "thank you" page that shows when the buy now button is clicked and get the email addresses there (place the squeeze page later in the conversion funnel....doesn't that confuse and make the e-mail sign-ups dependent on the sales conversion?), OR the other way around?
- decide whether to have an opt in form or a buy now button for each particular ad group, depending on what that ad group is targeting.
For the sake of clarity, the questions are:
What is the most lucrative conversion goal(s) for this type of highly targeted traffic?
Where and how do you place it in the conversion funnel?