Dom Acosta
New Contributor
If you’re spending $5-10K/month on meta or google ads and you’re getting clicks but 0 qualified booked calls then your creative/search ad isn’t the issue it’s your landing page
Specifically these 2 things:
So if your bounce rate is 70% or above and conversion rate is less than 1% that means your hero isn’t catching their attention, making it clear that this is for them, or staying coherent with their initial reason for clicking
For example if someone clicked your ad because it mentioned “if you’re a gym rat…” and then the landing page mentioned footballers instead then that would break their initial reason for even clicking (it wouldn’t be coherent anymore)
The fix is calling out your ideal buyer in the hero text (whether it’s in the title or sub heading is up to you)
Be creative (in a functional way) with your hero so you stand out (doesn’t have to be insane just add some character)
And make sure to plan your whole customer journey to align your traffic gen creatives with your landing page
If your bounce rate is 40-50% and your conversion rate is 3%+ but no one on your sales call is qualified then your landing page is nurturing prospects that are maybe relevant but don’t have the budget, or aren’t in a position of need and your form (qualification layer) makes it easy for tyre kickers to book a call with you
The fix is messaging that specifies who your offer is for, what problem you’re solving, and case studies to show your use cases (and build trust of course)
Plus, adding qualification questions in your forms, such as:
Specifically these 2 things:
- Your hero
- Your qualification layer
So if your bounce rate is 70% or above and conversion rate is less than 1% that means your hero isn’t catching their attention, making it clear that this is for them, or staying coherent with their initial reason for clicking
For example if someone clicked your ad because it mentioned “if you’re a gym rat…” and then the landing page mentioned footballers instead then that would break their initial reason for even clicking (it wouldn’t be coherent anymore)
The fix is calling out your ideal buyer in the hero text (whether it’s in the title or sub heading is up to you)
Be creative (in a functional way) with your hero so you stand out (doesn’t have to be insane just add some character)
And make sure to plan your whole customer journey to align your traffic gen creatives with your landing page
If your bounce rate is 40-50% and your conversion rate is 3%+ but no one on your sales call is qualified then your landing page is nurturing prospects that are maybe relevant but don’t have the budget, or aren’t in a position of need and your form (qualification layer) makes it easy for tyre kickers to book a call with you
The fix is messaging that specifies who your offer is for, what problem you’re solving, and case studies to show your use cases (and build trust of course)
Plus, adding qualification questions in your forms, such as:
- What do you expect to achieve with our offer?
- What problem are you trying to solve?
- What have you tried in the past?
- What is a priority for you? (cost, results etc)
- How much are you spending on X?
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