Landing Page Conversion

[perfectweb]

Hi,

I'm having a few issues with my landing page conversion. I have followed several guides found on this site (especially the unbounce.com ones) but what'ever I try my landing page CRO doesn't seem to increase.

the landing page in question is http://www.drivingtestnow.co.uk/find-driving-test-cancellations.

I'm getting traffic to my landing page solely through PPC traffic from Google. My stats are rough as follows:

Arrive at landing page - 100% (obviously)
Click through to buy now page - 15-20%
Actually complete the buy now process - 1%

Conversion from organic traffic landing directly on the homepage at http://www.drivingtestnow.co.uk is having a conversion rate of about 5%. It seems odd to me that my highly targeted ad campaign and landing page are convertign so badly compared to the less atrgeted organic search traffic and homepage.

Have you got any ideas why this might be occurring and also any tips on how I can improve the conversion rate for my product?

Gary...

[IM_Learner]

I believe that the content on your landing page is not very convincing. When i landed on this page i was not very sure about your service but when i went to the Home page and browsed through the pages, i was bit comfortable. I find your Home page better than the landing page in question.

[perfectweb]

Thanks. Are there any specific factors that you feel are missing from landing page. How could I increase user confidence? Was there anythign on the other pages of the site that made you feel more comfotable?

[IM_Learner]

1. banner.png gives a good idea about your website/service in general.

2. People (like me) accessing it behind a firewall can't see the YouTube video.

3. Testimonials are good but i feel they are not adding much value and eating up the precious real estate of the page. I would prefer something like this http://www.sap.com/sme/solutions/businessmanagement/businessone/index.epx

4. A form on the page can do the trick.

Treat it as a feedback from the user

[MaryAnneG]

Agree with Shailendra Sial - the home page is more convincing to me.

• Home page clearly explains process (the landing page focuses on the benefits, but it wasn't clear to me exactly what this was or how it worked.).

• Home page is simple and the graphic elements make everything stand out.  To me, the landing page is a little crowded and sections seem to blend in with each other ...

-  Trust signals more prominent on the home page. I didn't notice the "100% guarantee" at first on the lander ... or the form when you click through, because it's in the upper right and the white-on-light green at the bottom of the page.  On the home page it's right in the middle of the page and the green header text and icon make it stand out more. At least, to me.

-  The first CTA on the lander appears a little bit "lost" under the checkmarks.  You're only asking for one piece of information, I'm thinking why even make them click through to a second page?

-  Re the video:  I run FF with Flashblock so it doesn't load and run immediately for me (another, albeit small, demographic to consider besides the proxied users).  When I played it, it not only drew my eyes away from the benefits list and the CTA but the video itself didn't feel dynamic enough to capture my attention and make me want to whip out a credit card.  Maybe the video should be an optional "See how it works" link?

No concrete answers, but a few things you can test - hope this helps!

[Dan-Petrovic]

I would get straight to the point and move the license field right on the first landing page. You're creating additional step and giving people a chance to give up. Testing different page versions will be the only way to tell for sure.

[AlanMosley]

I agree with others, on landing page my eyes fixed on this
"Find driving test cancellations fast" i did not understand what it ment,

"how to get an earlier test" is more descriptive

but what i want to know is the keywords used in pcc, are they direct keywords or are they keywords they need conversion to your product

Why not send pcc to home page?

[perfectweb]

PPC keyworsd are the same as the organic keywords. More than 95% of my total traffic comes from the keywords "driving test cancellations". this is split between PPC and organic in an 80/20 ratio.

[perfectweb]

This is certainyl the type of feedback I was after. Having revisited the homepage and landing pages it nwo seems obvious that the landing page doesn't give enough detail about the product.

I've been toying with the idea of removing the video for a while, as I'm not sure (in it's current state) it adds much value. Do you have any examples of videos that you consider to be "dyanmic enough to whip out your credit card"?

I will certainly test out some of the other elements you've pointed out.