Getting the Click but not the Conversions

[krsdav]

Okay here's my problem.

We run a Google PPC campaign and we have been fairly successful in generating traffic. By running this campaign we realised that there was a demand for a certain area of training as these keywords are consistently out performing any others. We are getting on average 5-6 clicks a day and the page is our 2nd most popular landing page, however, we are not getting the queries or bookings we would expect. We have a clear call to action on the page in a bright orange box but our site overlay shows that nobody is clicking it.

I'm a bit confused...short of ringing these people how can I find out what they are looking for?

Here's the page http://www.ecomlearning.co.uk/?pageid=010304

Any help will be greatly appreciated.

Kris Davies
Ecom Learning Solutions Ltd

[fisicx]

Are you ready for this....

What call to action? I can't see one in an orange box. I see 'funding' and 'dates, details and prices' neither of which is a call to action.

A call to action comprises two parts: 'to this to get this' or 'to get this do this'. Your orange boxes contain neither of these.

But lets analyse the actual landing page.

Your opening paragraph tells me what Sage ACT is. If the PPC targetted Sage ACT training then this paragraph is not required.

You then have 5 bullet points. They are all squished up and the benefits are lost in the difficult to read descriptions. And because there is no focus for the eyes your visitors will scan and not read.

I get to the bottom of the page and even more lists (getting bored now). There is a contact number at the bottom but it says:

To book onto one of our finance courses, or for more information including dates and costs, please contact us on 02920 440010 or fill in your details above

.
Err, I arrived here because I clicked on your advert - I'm already keen. I don't want more information I want to book a course but I don't know where, when and how much. And where am I supposed to fill in my details above?

The landing pages for a PPC campaign needs to be tailored to that campaign, build a PPC landing page, don't use your existing material. Your visitors are already motivated so hit them with the key information. At the top of the page should be the dates of the courses, locations, costs and a booking form along with your telephone number and email address.

I also discovered that if I clicked on your other links I couldn't navigate my way back to the Sage ACT page. I could have used the back button but I should be able to use your navigation and couldn't. Maybe your visitors got lost and left?

Note that your PDF timetable doesn't actually have the Sage ACT dates.

And one last thing, did your analysis note your visitor behaivoir? Did they actually click on your links or did they land and leave without interacting? If it was the latter your should have pulled the plug on the PPC after 24 hours, revamped the landing page and recativated the campaign.

I would seriously think about a site redesign, there are so many choke points that it's never going to meet the expectations of your visitors.

[roy]

The Call to Action and solid sales content are sadly often missing on web pages and physical copy too.

When we type stuff it is very easy to drift off into 'All About Us'. But most readers are simply interested in 5 words -

'What's in it for ME'

If you don't answer that in 2 or 3 seconds flat then visitors will click back to the search pages and try something else.

Writing and designing that way isn't the easiest thing in the world - that's way top professional copywriters charge what they do - but there are ways to improve.

This book by Andy Bounds
The Jelly Effect
describes 'The Afters'. What your customer will be left with once they have bought your product or used your services.

That fits the requirement to a tee. Tell me what I'm going to gain by taking the next step.

The other book worth reading is this one by Steve Krug
Don't Make Me Think
Which shows you how to layout pages to make it really easy for visitors to know what to do and what you want them to do next.

[marketraise]

Just try this Tips,It is really nice & definately going to work,

Your site is fast and getting traffic, but conversion rates are disappointing. You may have problems with the tone of your content
Do You Believe?
You must have passion for the product or service you are providing. If you don’t believe in it, why should visitors to your site? A lack of belief will result in weak content and poor conversion rates. If you are selling quality, you are doing the prospect a favor. The tone of your site should reflect this in the content.
To effectively convert prospects, every entry page of your site must tell visitors:
1. What you offer,
2. How they will benefit, and
3. Demand they take action

Thank you

[krsdav]

Thanks for all the comments....
Here's the new landing page http://ecomlearning.co.uk/?pageid=ppc-001

[fisicx]

Much better. I'd still work on the copy, introduce the course then have the bullets.

Still no call to action and you need you telephone number down the bottom next to the contact form. Simplify the contact form, just have one box with 'email or telephone number'.

There is a lot of difference between the landing page details and the PDF. Why not just publish the PDF contents on the webpage. The PDFs don't have your telephone number, the course dates and costs, itinerary or maps. If I wanted to go on the course I'd have to printout the webpage and take it my boss along with the PDF so simplify the process and just publish one source of information.

[JustOneUK]

Hi,

I looked at both pages and agree that the second one is better than the first.
I don't understand the idea of having the map - especially without an address. Is the map where you are based or where the courses are held? at a glance I can't even tell which country the map is for

I looked at the manager level pdf and I thought it looked a bit 'crayola'
There is also a section that says "What's next" which appears to be blank.

Your page should say something more along the lines of.. you are looking for training - here it is - book/enquire now!

James.

[krsdav]

Thanks guys - I'll let you know when we've made the changes

[krsdav]

Okay - the latest update is available now

[fisicx]

Much better.

Couple of small things, Don't use a list for you top level blurb. THe reson is that you use lists in the boxes and it all looks the same. Change the font size and colour of the blurb to provide more impact. Put the course date at the top of the screen. Still no call to action at the top of the page.