Google AdWords to Landing Pages ... but very few conversions ?

[antropy]

Hi all,

We're using Google AdWords to drive traffic to 5 landing pages for the main services we're offering.

We're trying to make sure the ads are appealing and accurate, and we're only bidding on keywords that seem to have real buyer intent - if someone has typed those keywords in the search, it's really pretty certain they're looking for our services and they're ready to buy.

However, they're just not converting!

We get one or two conversions with hundreds of pounds spent and hundreds of clicks.

The landing pages are:

• OpenCart Upgrades
  
  

  OpenCart Upgrades

  Enhance the performance, security and online visibility of your OpenCart store with our upgrade services. Upgrade to the latest version of OpenCart and enjoy improved user experience, backend usability, and compatibility with extensions.

  www.antropy.co.uk
  
  
• New OpenCart Shops
  

  New OpenCart Builds

  Enhance your online business potential with our OpenCart store builds. Our expert team will create a stunning and customized website tailored to your unique needs. With Antropy's help, setting up your OpenCart store is easy and cost-effective.

  www.antropy.co.uk
  
  
• OpenCart Support Retainers
  

  Support Retainers

  If you're full of ideas, improvements and new features for your website and it feels like you've got a never-ending task list, one of our monthly retainer packages could save you money.

  www.antropy.co.uk
  
  
• OpenCart Code Audits
  

  Technical Audit

  Our tailored solutions aim to enhance performance, optimise user experience, boost sales and profitability, and ensure the optimal functioning of your OpenCart online store.

  www.antropy.co.uk
  
  
• OpenCart Bug Fixes
  

  OpenCart Bug Fixing

  Our skilled team will swiftly identify and resolve any issues, ensuring seamless functionality and optimal performance. Get your store back on track and deliver a flawless shopping experience to your customers.

  www.antropy.co.uk

In the last couple of months we had a couple of conversions for the OpenCart Upgrades and one for OpenCart Bug Fixes.

I set up the Bug Fixes ads originally many years ago after reading a great book by Perry Marshall, but even those have stopped really working.

Can anyone see anything wrong with the landing pages? Or the ads? Although we may have just paused them as there's clearly a problem.

Thanks!
Paul.

 

[fisicx]

None of those landing pages are much use.

They all tell me what I already know (because I’ve clicked on an advert) and waffle on without a clear CTA. You may also find people put off by the prices. From £1000 for an upgrade suggests it’s going to be a lot more expensive.

Having an icecream in Bognor so haven’t delved deeply.

 

[antropy]

without a clear CTA.

Thanks very much for looking and I really need to get to the bottom of this, but surely they all have very clear CTAs?

Paul.

 

[fisicx]

Most of the page is about opencart. It’s like a standard landing page.

You need an landing page focused on the needs of the targeted visitor. They already know what they want; that’s why they clicked on the advert.

 

[Shopclicks]

Upgrade CTA suggestion:

Securely upgrade your OpenCart site today!
We do it all for you. Sit back and relax, you're in safe hands.
From as little as £999 you can leave it to us!
Simply contact us by phone on .............. or fill in this form.

Get rid of the Enquire button

Change Submit to My Site needs Upgrading

 

[antropy]

You need an landing page focused on the needs of the targeted visitor. They already know what they want; that’s why they clicked on the advert.

So we're thinking if they've typed something like:
"opencart upgrade"

They would mostly likely want a page with a bit more information about what's involved and how much it might cost, and then contact us for an estimate?

What should we have instead?

Paul.

 

[Fagin2021]

Upgrade CTA suggestion:

Securely upgrade your OpenCart site today!
We do it all for you. Sit back and relax, you're in safe hands.
From as little as £999 you can leave it to us!
Simply contact us by phone on .............. or fill in this form.

Get rid of the Enquire button

Change Submit to My Site needs Upgrading

Much better !

But don't immediately assume that the landing pages are your problem. They might be - but you need to delve deeper into visitor behaviour before you can say for certain.

For example:
'we're only bidding on keywords that seem to have real buyer intent - if someone has typed those keywords in the search, it's really pretty certain they're looking for our services and they're ready to buy.'
Are you sure about this, or is it just what you think ?

'We're trying to make sure the ads are appealing and accurate.'
Yes, but are you certain they're capturing the right type of visitor. Have you tested it ? Remember that people often don't read an Ad - they scan it, so it's easy to think the Ad is about something it's not!

You have Google Analytics on your pages so by linking them to Google Ads you should be able to look at things like Bounce Rate and Time on Page. This can tell you if the landing pages really are the problem.

Does the landing page visitor bounce immediately or visit other pages then bounce ? When do the majority of visitors leave your site ?

Do visitors fill in their contact details but fail to convert later on in the process (whatever that is) ? So it's not the landing pages, it's something else ?

In summary whilst @fisicx and @Shopclicks have rightly pointed out that the pages could be a lot better, don't assume that will solve anything without a holistic analysis.

 

[fisicx]

So we're thinking if they've typed something like:
"opencart upgrade"

They would mostly likely want a page with a bit more information about what's involved and how much it might cost, and then contact us for an estimate?

What should we have instead?

Paul.

That’s it just needs a simple list of what they get for their money.

Then your contact number, email and a callback form. All preceded with @Shopclicks suggestion.

Your target client is already using opencart and already knows they need an upgrade. So you don’t need to say anything about this on the page.

 

[Solve My Problem]

Landing pages are not visually appealing, get a quote changing colour looks tacky, nothing to entice people to fill a form out. No dates on reviews, no contact page clearly visible on menu, menu has poor contrast, quote page is quite harsh.

You are better off providing a free zoom session, 15 minutes, no obligation, give people a reason to talk to you rather than focusing on money and amounts.

 

[fisicx]

Also consider removing the menu. It’s not a daft suggestion. These are AdWords visitors which means removing everything that distracts from the conversion.

 

[Paul Carmen]

Lot's of good points here, no one can really answer without seeing your data; e.g.

• what's the CTR on the ads, what keywords are generating the leads
• what devices are people coming on; e.g. there's no above fold CTA & lots of scrolling on mobile
• what are people doing on the landing page itself
• do they visit other pages or just bounce off
• are you tracking all leads/contacts properly; e.g. if they wander about the site, phone or fill in another form
• what areas of the site/marketing does work for you

For Google Ads we'd generally A/B test lots of adverts & landing page variants, plus actually use heatmaps & videos of real journeys to improve landing pages.

The messaging really only talks about opencart, which if that is in the search term they probably know already, you should be explaining what you can do for them & what problems you solve. As has been said, 'enquire', 'submit' etc are all poor CTAs, you'd be far better off testing 'Get a free consultation'', Get my free upgrade plan' type messages.

Google Ads leads and conversion optimisation is what we do for a living, so happy to help if you want to drop me a message.

 

[antropy]

Lot's of good points here, no one can really answer without seeing your data; e.g.

• what's the CTR on the ads, what keywords are generating the leads
• what devices are people coming on; e.g. there's no above fold CTA & lots of scrolling on mobile
• what are people doing on the landing page itself
• do they visit other pages or just bounce off
• are you tracking all leads/contacts properly; e.g. if they wander about the site, phone or fill in another form
• what areas of the site/marketing does work for you

For Google Ads we'd generally A/B test lots of adverts & landing page variants, plus actually use heatmaps & videos of real journeys to improve landing pages.

The messaging really only talks about opencart, which if that is in the search term they probably know already, you should be explaining what you can do for them & what problems you solve. As has been said, 'enquire', 'submit' etc are all poor CTAs, you'd be far better off testing 'Get a free consultation'', Get my free upgrade plan' type messages.

• Google Ads leads and conversion optimisation is what we do for a living, so happy to help if you want to drop me a message.

• The average click through rate for the ads are around 5-8%. For example with the bug fixing ads – keywords like “OpenCart support” and “OpenCart developers” get the most clicks. However, the problem we’re having is that most keywords that contain “OpenCart” are not eligible because of low search volumes. So at the moment we're stuck on what keywords to use that will be as specific to the ad as possible.
• All ads are targeted towards desktop and tablet.
• A lot of people that visit the page often go to the “about” or “team page” after, then bounce.
• At the moment we find that the bug fixing ads get the most clicks, and have had mostly all the conversions, so we need to increase the conversion rate for the other services too.

Thanks,
Jack

 

[Paul Carmen]

Without seeing the data for the ads and running some keyword analysis it very difficult to advise. Digging into the detail and doing keyword analysis/research will help in Google Ads, as since 'exact match' keywords stopped being exact, there's lots of wastage and opportunity to tune via negatives here.

The marketing message in the ads, CTAs and the same onsite will also be key, lots of testing should be going on here.

The final look at from me would be tracking, relying on Google Analytics/Ads tracking for behaviours and lead tracking is difficult these days, with tracking blockers in iOS and GA4 event tracking leading to far less accurate results.

Happy to take a look, PM me if you're interested, but its not something that can be analysed and worked on via a forum.

 

[Karimbo]

I only looked at one page, the opencart upgrade. If I was a store looking to hire someone I'd want to know you're the right company to do the just before parting with my information. People give their email and they get hammered with daily emails and it's annoying. I wouldn't give away my email address to just anyone.

It doesn't do a great job of explaining to me that youre the right company to do the job for me.

sell benefits

first, you identify the biggest issue with opencart upgrades

* downtime - causes loss of business
* upgrade errors causing the store to be buggy
* Might lose data with upgrade
* Plugins might not work after upgrading
* Upgrades are time consuming


You need to address these concerns.

Downtime = Opencart professionals with x years combined experience who completed y seamless upgrades with just z hours downtime without loss of data

Upgrade is performed on a beta version of the site offsite, all bugs are identified and correct before going live. Actual store is offline for 1 hour to quick apply upgrades.

Upgrades done outsite of peak hours to minimise loss of business.

Data backed up in every step to prevent loss of data, if there are any unforeseen glitches we can roll back without problems.

Full money back guarantee if we dont do a faultless upgrades

All existing plugins are evaluated for compatibility post-upgrades, with suitable recommendations made for the alternative current one is not compatible.



Because they're coming from google after searching for for opencart upgrades, you don't need to do so much persuading as to why upgrades are needed. But it's helpful to remind them why upgrades are essential. Old versions of software many not be compliant with PCI_DSS and vunerable to SQL injections potentially compromising all customer details and business senstiive information. An upgrade is critical from Opencart 1. Don't delay, enquire today to keep your business and customer details safe.

Also remind them of business benefit of upgrading to latest opencart. How it improves their profitability, sales generation, customer experience. etc.

I recommend this book. [mods: just a book, no aff link]. https://www.amazon.co.uk/Cashvertising-Secrets-Ad-agency-Psychology-Anything/dp/1601630328/

You can get it used off ebay for a fiver.

As a "dev type" guy myself, it really opened my eyes on how to sell on benefits and not features, selling the customers benefits, not "why were so good"

 

[JamaC]

1. The first clear issue I see is the presentation of the information. Too much bulky text for someone who just clicked on an ad. Remember, people don't read,they scan.

https://www.nngroup.com/articles/how-users-read-on-the-web/

2. Also, as @Karimbo stated above, mention their pain points, make them feel understood. Its much easier to convince someone who feels you totally understand the position they are in.


3. I suggest you take advantage of these websites and extensions that give you access to your competitors ads and landing pages.


4. Test test test! Try different page layouts, cta's, page features etc. Analyse the data and figure out what's working and what's not. Then you start to construct the perfect landing page(s) thats is based on real results

5. As other members have mentioned, remove the menu. It's not needed on a landing page.

Just add some information about who you are to the landing page. People will want to know, hence why the about us page is the most visited.