Hey guys,
One of the most important lessons I learned when making money with websites is to increase website conversions.
One key aspect of doing this, is to make sure you remain relevant to your visitor at all times and also have a clear non confusing message. In this post I will be discussing this concept and how it can help you make more money.
Whether you are running a PPC campaign or driving free traffic from the search engines, relevancy is vital in order to keep the visitor on your webpage and also interested in what you’re offering.
Far too often I see web pages that do not do this, and the result can be very low conversion rates for the webmaster. It really isn’t rocket science, and is more down to common sense.
Take for example a landing page used for a PPC campaign. From the moment the visitor reads your ads headline to the point where they complete a sale, you must be consistent with your message and relevant through the whole process.
I’ll explain this in more detail below, but I also want to add that this is just as important for any form of traffic that you are driving to your pages. Whether free traffic from the search engines, a video or JV traffic, it’s all about being consistent and relevant to the visitor.
Let’s stick with the example of a PPC campaign. Once the visitor has read your headline, and then your ad and decided to click it to be taken to your landing page, they’ve already formulated in their mind what they’re expecting to see when they arrive there.
They formulate their expectations based on the original keyword they typed into the search engine and also from reading your ad itself. This is pretty obvious, I’m sure you’ll agree. However the issue that arises is when the visitor lands on a page and the consistency is no longer continued. The result is usually a swift hit on the back button and the sales process grinds to a halt.
If you’re selling dog insurance, then if would not be a good idea to send traffic that is specifically looking for this kind of insurance, to a page that offers this amongst many other forms of insurance.
Yes you’re offering the visitor what they want, but what you’ve done is made them work for it. You don’t want the visitor to have to think for even 1 second, “what do I have to do now?”. If the user asks that question, you’re very close to losing them altogether.
Often in affiliate networks like Commission Junction, which I like to use and are a great network, they don’t make it that obvious how to create a very targeted affiliate link.
The risk is that affiliates end up sending their traffic to the home page of the merchants site in hope that the visitor will just find where he/she needs to go. This is a terrible mistake to make, not from Commission Junction but from the affiliate.
If you’re a Clickbank affiliate this is not a problem, because you usually just have one page to send the traffic to. However when you are dealing with merchants who have giant catalogs of products, you need to make sure you create specific deep links that take the visitor straight to the product that is most relevant.
So what are some other reasons that consistency is lost?
Some of the common mistakes I see, are having a weak headline on the page that doesn’t have benefits, and simply doesn’t immediately reinforce to the visitor that they are indeed on the right page.
Also when you’re running PPC campaigns, it’s a good idea to create many different landing pages, each one tailored to the keywords that you are driving traffic with. By having multiple landing pages you can ensure that you tailor make each one to be as consistent to the original keywords and to the ad you used. This will also help with your quality score with Google.
Another common issue I see that causes conversions to drop off is having too many messages on a page. What I mean by this, is the page might have multiple options for the visitor to take, and this only confuses the visitor and again causes them to hit the back button.
An interesting article I read recently discussed how generation ‘Y’ internet users are much less patience than older generations, and they’re very quick to hit the back button or close a site if it confuses them, loads slowly or simply doesn’t get to the point fast enough.
I for one found this very interesting, because it means that for these internet users it is vitally important to keep their focus, which is done by remaining relevant and clear with all your pages.
What I’ve found works well is ensuring that my pages have strong benefits, great headlines, and only have two options for the visitor to take. They either click my affiliate marketing link (or leave their email if I am email marketing) or hit the back button.
Another simple trick to do is make sure your affiliate links open the merchants page in a new window. By opening the landing page in a new window it leaves your website open in their browser, so they may well come back to it later if they didn’t quite find what they wanted the first time, which can slightly increase the opportunity of another sale from your site.
One last thought I want to leave you with, is if you are choosing to collect email addresses via an squeeze page, I have found that I get a lot more opt ins when I clearly explain what the visitor will receive and how they will receive it, before they opt in. Don’t expect the visitor to be as excited about your free opt in incentive as you might be, you need to spell out the benefits, and it’s always a good idea to let them know that they can very easily unsubscribe at anytime they want.
Matt Carter
Related articles
Hey Matt,
Thanks for a good reminder to always walk in your prospects and customers shoes when creating a lead capture or sale page. Consistency, relevance and easy, logical menue guidance will do the job.
Keep up the great work
Mirko
Thank you for the informative article. I realise that I need to try and emphasise the benefits of the product together with the features.
I found that my conversion rate was low because most of my visits were from the USA but my merchant would only deliver to the UK & Europe.
I recently updated the site and placed a US/Canada sales link next to the one for UK/Europe and will wait to see if this helps.
Great post Matt!
I will review my sales process to make sure that it is simple and consistent.
Thanks,
Dave
Hi Matt,
Thanks for this article, it is very highly informative and great content and easily understood. It makes a lot of sense, you’re very good. Please keep up the good work.
Thank you for sharing your experience Matt!
I have noticed that the conversion it is strongly dependant on the keywords you use driving traffic to your site.
That should be money keywords, like “Buy cheap watches”. In that case your visitor is more likely to buy your cheap watches than if you drive traffic using next keywords: “Compare watches”.
Great article!
Matt,
Awesome post. I’ve also seen where people put adsense AND clickbank links on the same page. I’m with you, having one or two options is key.
I also like to take all navigation out of my landing pages.
Another thing I like to do as well is use video that starts automatically explaining who I am (I use Jing per your recommendation) and what benefits the top product has for them.
Great points once again!
Hi Matt, Great post as always. Thanks for sharing.
Regards
Rema.
Over the past few months I have unsubscribed from dozens and dozens of Internet marketers that I was getting emails from because I need more time to work on my own Internet endeavors, and I was simply overwhelmed. Unlike many of them I have found the information you send me to be fresh, original, done in such a way that it is easy to learn from, and best of all, I am not pounded silly by you promoting product launches nor do you send me free downloads that have already been on the Internet for months previously. I thank you Matt, you are extremely refreshing for me.
Matt….Great sfuff as always my friend! As soon as I see your name in my inbox it is always one of the first emails I open! Again thanks for the informative posts and for sharing your knowledge with us!
Hey mate
I trust you are looking after yourself,great article regarding traffic
Matt is it good to show your email address on a website or will this increase spam,
Thanks for your useful blogs.
Being honest and up front with prospects is certainly best, re. your comment about telling the visitor what, when and how they will receive the product. Let’s face it, I would like all that! So why are my prospects any different? Treat others as you want to be treated yourself…
thanks again.
Great post Matt, I’m new to your list, but I have learn a lot from you in the pass 3 weeks since I’m your list.
Keep up the great work!
Anthony
Great information… Thanks for pointing out how important consistency is. I am going to go and take a critical look at my sites.
Good points here! I have this tendency on not getting to the point quickly enough which might reduce my chance of making a sale happen.
Its precious to have these occasional reminders of all the details that must be applied to a good webpage. Thanks again.
VERY good points Matt!
I know the feeling of being lost when I arrive at a website and say “now what?!?”. By giving the user only two options makes the visitor’s visit much simpler and pleasing, and they’re more likely to return next time you send them to another one of your pages. If I’m absolutely overrun by the number of options, and confused what to do, I’m likely not going to return to that website ever again…
Alex
Hi Matt,
I have to agree with Paul Warner’s comments above. I find your marketing blog very interesting indeed, and I also appreciate that you don’t overdo it with affiliate marketing to your list.
Of course, most reader’s would agree that this particular post is really common sense, however, as most of these same reader’s will also probably agree, it is often overlooked to be so sensible.
Matt, I would appreciate it if you take a look at my blog to let me know your thoughts, it’s at chronic tinnitus.
Thanks
Chronic Tinnitus
http://chronictinnitus.org/blog
Matt,
Some really great info and I especially agree with the statement that “it’s always a good idea to let them know that they can very easily unsubscribe at anytime they want”. When, I’m collecting email addresses, I find that helps a lot,
Just awesome post Matt. I love your blog.. it’s true we need to put on the customer’s shoes and easy the whole process for them… great content, amazing tips!
Hey Matt, great advice as always and just to say that your stuff does indeed keep my attention to the end.
Also, thank you for the article rather than video. I’m sure you’re proud of your house, cars, family, dogs, the parrot, etc but I’d like to get some work done here and articles are much easier for me.
Bill
Hi Matt,
I notice you say to make sure your affiliate links open the merchants page in a new window. I’m promoting Amazon products but can’t figure out how to get their page to open in a new window. How do I do this, is it a bit of code at the end of your affiliate link?
Thanks,
Catherine
Matt Carter Reply:
August 4th, 2010 at 9:53 am
Hey Catherine,
This is not that essential, so don’t worry about it too much, but I just use the code in my link that is:
Thanks
Matt
Just about to do another optin form Matt, so some excellent relevant tips again! Consistency is key as you mention, but yeah more so the relevancy as I notice myself so many poorly set up websites loaded with mixed messages etc So today I’ll revise all my optin’s and squeeze pages and based on what you’ve written, do a double check on things! Thanks again Matt.
Great post Matt.
A question about your comment “Often in affiliate networks like Commission Junction, which I like to use and are a great network, they don’t make it that obvious how to create a very targeted affiliate link.”
I have this problem wanting to send traffic to a certain landing page with CJ. Sometimes a merchant has product links you can search for and hope you can find a direct link to that, but other times not. If there is a way to create a very targeted affiliate link as you say in CJ, could you share it.
I like shareasale because it has the neat little ‘License Plate Link generator’ so can add any webpage in. Is there something like that with CJ? Could you email your advice to me if you don’t want to reply here.
Thanks, Ian
such good advice Matt, I’m glued to your blog and grateful for the practical tips that really help me in my day to day endevours to make a living online. Keep up the great work…
Another great post, Matt, with information that makes so much sense, I wonder why I didn’t think of it in the first place??!! And yes, best of all, it’s not some stupid video. Boy do I hate time-wasting videos.
Hey Matt,
This is one of the very best articles I’ve ever read on the subject of Relevancy, and I’ve been around for ages!
Many thanks for ALL your guidance!
Kerry
Matt Carter Reply:
August 4th, 2010 at 1:29 pm
Hey Kerry
Thanks for your comment and your are more than welcome.
Cheers
Matt
Great commonsense things all put together in a single post. think of it I cannot remember some of these myself and when I read it here it gives me another jolt to do things right.
Thanks Matt for all the good advice that you share, I can honestly say that I never miss an email or post that you make ! You have a great gift of being able to explain everything in such a clear and easy to use way. Your advice has helped me not to give up! Everthing that I have learned from you has had a real impact on my results that I have got so far. Your friend, Jon
Very informative and valid information as usual Matt. I am forced, on one of my websites, to use other relevant products which are not keyword specific, simply because the juicy niche that I discovered does not have a keyword specific product – nice opportunity with in excess of 500k monthly searches. If you are interested in a possible JV, feel free to email me.
Matt,
As always, very helpful.
May I suggest a subject for a future post?
I have exactly the problem you describe with CJ, and I know I am sending people to the wrong pages.
How about a quick tutorial (if that is possible) on how to get the correct link to an inside page?
Thanks for reminding about the importance of a clear “message” or “call to action” each page of a website should have. This is something I really have to work on.
Matt,
Thank you very much for another great and relevant post. I have to say that your blog is almost the only one worth reading.
Before it was very frustrating, but I can see now why people hit the back button almost immediately.
Thank you again.
Ludmilla.
Right on the money…this is where I am right now in the process. Keeping a potential customer / client clicking through on what they want to see is what it’s all about. The information overload in content can definitely confuse some people. Good post, Thanx.
Matt you really need to come check my site out and tell me how I can improve it. You have no idea how much I’ll appreciate if you could simply visit it and make some pointers.
Thanks a lot buddy 🙂
Matt you really need to come check my site out and tell me how I can improve it. You have no idea how much I’ll appreciate if you could simply visit it and make some pointers. Sorry about the above comment. Theres an error in my website on that comment.
Thanks a lot buddy
Another killer clear idea for affiliate marketing website conversions. I will follow your advice as usual matt. Thanks for sharing and will look forward for more of your marketing techniques!
Hi Matt.
Trying another email.
Sean
Hi Matt
Very sound advice and makes a ton of sense, because I know that when I search the net for something and open a site that gives me a lot of choices I don’t stick around playing their game.
Larry
Hi Matt,
Thanks for this great article. As I work at getting my site up to sell my books, these are very helpful points to remember to get conversions. Thanks for all your help.
David
Matt,
I like the detail you brought out on “generation Y” Internet users. You really need to keep them focused since they are there for one purpose. When you mention having 2 options are you suggesting that you do not have any adsense on the page as well or just keep it in a not prime part of the page?
This may not be popular but I would like to see the people leaving comments here not try to get keywords in since it is a “nofollow” link. You just make it look cheap and insincere. Matt does a great job for people.
Cheers
Hey Matt, just bought Rapid Rewriter and wanted to say thanks for the other goodies as well… it does look like you do over-deliver like you say in your email and I’m looking forward to looking over all your materials! Keep it up.
John
Thanks Matt, You’ve just highlighted an absolute clanger of a mistake I’d been making in being to focused on the content of the product rather than the benefits and the WIIFM factor.
I’ve put it into practice and will observe the difference in my results.
Thanks again,
Michelle
Matt,
As many have already mentioned, there are very few people on the web (and I’ve seen and heard them all) that provide the consistent, helpful ongoing web marketing information that you do, for free!.
I have followed you for some time and I always read your emails, while not even opening most others (that I need to unsubscribe to) that are a waste of my time.
Your content is refreshing, honest, and educational. We could all take a lesson from your style, as to how we should try and run our own sites and our content creation.
Keep up the good work, it is greatly appreciated by me as I am sure, by all your subscribers.
Matt Carter Reply:
August 13th, 2010 at 9:16 am
Hey Rick
Thanks for sharing such kind and encouraging feedback, I really appreciate that my friend. I will keep delivery as much quality stuff as I can for you!!
Chat soon
Matt
Hi Matt, my name is Gary.
I just recently found you and your blog here just a few weeks ago. I’ve been on your mailing list during this time and you have made me a new “Fan” so to speak 🙂
Just thought I’d stop by and give you a big thumbs up … I even tweeted your blog url today.
Thanks for all your excellent content and video’s!
Gary Anderson
aka- @GanderCo (on Twitter)
Matt Carter Reply:
August 19th, 2010 at 11:30 pm
Hi Gary
Thanks for your nice comment there, and its great to have you on board and following the blog too.
Look forward to hearing from you again, and thanks for the Tweet!
Cheers
Matt
You’re welcome Matt, my pleasure!
Gary.
Matt,
Thanks for another great article on how to really stay focused on what the customer is looking for and keeping webpage and website content relevant.
Hi Matt
i love your simple and common sense tips, reminds me of all the areas i need to sharpen up!
cheers
Hi Matt,
Thanks for this article, it is very highly informative and great content and easily understood. It makes a lot of sense, you’re very good. Please keep up the good work.
Matt Carter Reply:
September 27th, 2010 at 5:24 pm
Anytime Kednel!!
Thanks
Matt
Many thanks for this advice, Matt, it is very helpful.
I think increasing your optin % is a crucial area, but is much-neglected by other internet marketers and gurus: so I think it is worth pursuing further as you will be helping people when others haven’t.
Keep up the good work!
Best wishes
Although I do not have my website done thanks for all your useful information. Just a note to all the other marketers that I have accessed on their websites, Check your grammer and spelling.You would not believe how many are out there with improper grammer or spelling mistakes. Just remember that your potential customer does not want to figure out a code but just wants relevant information. If there are more than 3 grammer and/or spelling mistakes in the first 10 lines I am gone and you have lost credibility as the professional on the subject. Being picky makes a person tops at what they do. Thanks Matt for the help. Rudy