9 replies to this topic

[CJDougan]

Esteemed Forum Members,

I have just set up a Google AdWords account (first-time ppc user), and wanted
your thoughts/advice on having "clicks" go to an intermediate LeadCapture page,
requiring First Name, Last Name and Email Address, before being forwarded to a
main product page (for email followup marketing capability... i.e. autoresponder).


Google Ad:

ADD/ADHD Natural Solution
Clinically-tested & FDA-Registered
alternative to prescription drugs!

[URLs deleted. Please become an active member and post your request for a review in the Website review category. - Jill]

If I eliminate the LeadCapture page, and go directly to the main product page, I
fear my my conversion rates will not be as high without the ability to further
pre-qualify the "clicks" interest-level, and employ followup email marketing.

Your expertise on this subject would be greatly appreciated!

Edited by Jill, 13 October 2003 - 11:38 AM.

[Mel]

I believe that if I clicked on a link to buy something and was forced to give my name and email address as a condition of accessing the page, I might not click thru to the page and even if I did would be in a very suspicous frame of mind when I arrived.

Why not an alternative method of capturing the email address? Send your vistors from the adwords page to a landing page, but offer them a special discount or a gift if they register?

For more information on how to capture this information in the best manner possible, go to amazon.com and study under the masters.

[CJDougan]

Mel,

Thanks for your viewpoint.

My LeadCapture page DOES offer a Free Report, in exchange for contact info.

I share your concern about perception and end-results, that's why I asked for
feedback.

My LeadCapture page is intended to be an AD for my Google Ad, to further
qualify leads (especially their true interest level, desire and immediacy of need).

That being said...

If, for expample, I get 1000 Google AdWord Clicks (which are pre-targeted) to my
LeadCapture page, perhaps only 2 in 10 or 20% (200) may be serious enough to
take the next step and fill out the request form (for the Free Report).

Does that mean the other 800 were not Good prospects (i.e. how many MAY HAVE
bought my product, had they been taken directly to my product page)?

Does that mean the 200 (20%) are much more likely to buy the product?

Would I have had MORE sales if I sent all clicks right to my product page?

What is the "psychology" of the the process (either long or short route), and how
can I use it to my best advantage to maximize my end-result... ROI?


I look forward to any additional input!

[Haystack]

HI CJDougan. Welcome to the forum.

Personally, I would be reluctant to give my email address to a company that doesn't include a physical address on their site.

You might want to try experimenting with ad copy that says something like, "click to register" or "register for a free report" to better qualify your traffic. If might lower your traffic but your subscribe rate might improve.

The landing page itself might be improved with a couple testimonials.

Hope this helps.

[Mel]

A couple of thoughts:

People who click on very targeted adwords are IMO very good prospects already.

People who are ready to buy may well resent not being taken directly to a page where they can.

The only way to know howits going to work in your case would be to run parallel ads for similar terms, one ad going to the landing page and one not going to the landing page.

After a week or two you should be in a postition to judge which works best for immediate sales and then add in to the sales from the emails to the addresses you have collected to see which method gives the best overall ROI.

[Vertster]

I can definetly give you some good feedback here. Direct response lead generation (and sales) is one of the things we specialize in.

Generally speaking, on a lead generation campaign that is powered by PPC marketing:

- Sending prospects to the home page of your website will get a .05% - 2.5% online lead conversion rate. This does not include the people that will call.

- Using the exact same PPC campaign/ keywords and sending the traffic to a WELL WRITTEN landing page will get a 8% - 35% lead conversion rate, depending on the quality of the creative, and the quality of the offer.

We NEVER recommend people send lead generation traffic to their homepage, unless the complexity and cost of the product is in the thousands. Even then it is rare... However, your lead form offers little compelling reason to fill it out, so I would think the response rate would be lower...

On your landing page, you should focus more on the benefits, and stengthen up your headline. Rather than seeking leads, you might consider direct selling the product. Then use one or more of the following techniques for increasing response:

- Focus on scarcity- "there is a lmited supply"
- Add a deadline- "You must take action by xx-xx-xxxx to get this special offer"

[CJDougan]

On your landing page, you should focus more on the benefits, and stengthen up your headline.  Rather than seeking leads, you might consider direct selling the product.

Vertster,

On your advice, and after much thought, I redesigned my website into a
"sales site" (to promote an Affiliate product), rather than for lead capture,
and to promote via PPC (particularly Google Adwords, as already discussed).

* Best viewed with MS IE5+
<edited- removed links>

NOTE: Actual order process in "linked" to my affiliate-provided website.


Please provide an updated critique. (Thanks!)

Feedback from other forum members is welcome and appreciated.

<edit> please post your request in the Website Review forum once you become an active member. Thanks! -Scottie </edit>

Edited by scottiecl, 13 October 2003 - 10:17 AM.

[Vertster]

I think it would be helpful for myself and others who might comment if you could mention:

a. Who are your primary customer targets?

b. Who is this page written to appeal to?

c. List five of the top benefits of your product.

Thanks, I will try to give a more thorough analysis later today when I have more time.

[AussieWebmaster]

If the content on the landing page is compelling enough you can use the refer a friend method of email address capture.
Or as has been mentioned an offer for a free report or something like it also has a great return.

[CJDougan]

I think it would be helpful for myself and others who might comment if you could mention:

a. Who are your primary customer targets?

b. Who is this page written to appeal to?

c. List five of the top benefits of your product.

Thanks, I will try to give a more thorough analysis later today when I have more time.

Q: Who are your primary customer targets?

A: Parents, particularly Mothers, of children with ADD/ADHD (Attention Deficit
Disorder, Attention Deficit Hyperactivity Disorder). The children could be between
3 to 18 years old, therefore the parents are likely to be between 21 to 55.



Q: Who is this page written to appeal to?

A: To the consumer target above, who wish to pursue a "non-drug" treatment
strategy for their ADD/ADHD child. Parents treatment situations can range from
those with a newly diagnosed ADD/ADHD child (contemplating drug treatment)
to those who have a child that's been on drug treatment for years.



Q: List five of the top benefits of your product.

A: Clinically-tested and proven nearly as effective as Ritalin after 30 days of use*
- Better attention spans and focus on tasks
- Less impulsivity and more self-control
- More consistent in performance
- Processed information faster, and actually had faster reaction times
* Computerized TOVA Test (Test Of Variables of Attention)

No side-effects, as is common with prescription pharmaceuticals
Superior formulation as compared to other remedies on the market
1 year money-back guarantee (competitors usually 90 days or less)


I hope this input helps with your evaluation.