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Get Negative – How to Overcome Objections on Your Landing Page

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get negative how to overcome objections on your landing page

You have carefully selected your keywords and crafted ad copy in a way that would make Don Draper proud.

Users type in your search queries, click your ads and are then are brought to your landing page where they….. well, you are not really sure what they are doing, but one thing for sure is that they are not converting. 

You wonder – is there something seriously wrong with your landing page?

Each day you spend more money on your campaign, try various different optimization techniques and each day users click on your ads and just leave.

You spend hours in front of your computer until your eyes are blurry from looking at spreadsheets and the only conclusion you can come to is that Google is making a lot of money off of you.

Your landing page receives traffic every day from users you know are actively searching for your offer, only next to none of them convert.

What’s holding users back from converting?

If that question is more confusing to you than Kanye’s new rap album, you are not alone.

The Problem: You Don’t Address Users Objections

You know your value proposition inside and out and present all of the benefits and features on your landing page in a clear and concise way.

However, if your conversion rate remains low, your landing page needs to not just focus on the positives of your offer – you need to address and overcome user objections.

Sure, it is important to focus on the positives, but you can’t just bury your head in the sand like some sort of digital ostrich and pretend that your customers won’t think about their objections just because you haven’t mentioned them.

Doesn’t work that way.

If customers don’t have the objections they need addressed, they probably won’t convert, especially when you are asking for bigger commitments like their time or money (as opposed to just their email).

It’s your job to figure out what those objections are and overcome them in an elegant, clear and practical way on your landing page.

If you don’t, your conversion rate will continue to suffer, your business won’t get the leads and sales it needs and you’ll end up living in a van down by the river.

chris farley meme

Solution: Create a Landing Page That Addresses and Overcomes the Main User Objections

Your need to craft your landing page in a way that both highlights the positives and also answers and overcomes common objections.

The landing page should also do this in a way that’s clear.

This actually isn’t as hard as it sounds and in the following section I am going to show you how to how to discover users main objections are as well as three actionable tactics to overcoming them on your landing page including:

  1. An FAQ section
  2. Live Chat
  3. Reframing

Overcoming these objections are vital to producing the business outcomes that you should expect from your Google Ads campaigns.

How to Create a Landing Page that Overcomes Objections

Step 1. Research, Discover and Understand What Users Objections Are

To figure out what your customers’ primary objections are, it is best to start by having a discussion with your sales team as they have contact with prospects every day and can provide you with great qualitative data.

Your sales team has the kind of insight that heat maps can’t tell you, but Dwight from sales can.

Dwight Schrute

Some great questions to ask your sales team include:

  • When customers say they are not interested, what are some of the reasons they provide?
  • What are the most common questions you get when you speak to prospects?
  • What are some of the common ways you overcome customer objections? Are there any phrases that they need to hear to make a purchasing decision?
  • What additional education do you wish customers had before you spoke with them?
  • When a customer purchases from a competitor, what are the reasons they do?

Step 2: Address and Overcome Objections on the Landing Page

After having robust conversations with your sales team and discovering the users main objections, it is time to overcome them in a way that is non-salesy and (more importantly) clear.

Here are three actionable ways to do so:

A. Overcome Objections with an FAQ section

To put it simply, FAQs are the great objection busters – you basically list out the “questions” (which are objections in disguise) and then overcome them all in one area.

One sales philosophy I utilize is to think of questions as objections in disguise, because in a way that is what they are. 

A question such as “Is this right for me?” is really the objection “I am not sure this is right for me” in disguise.

An FAQ section brings clarity to the user and allows them to scan for their particular objection, read your objection busting response (OBR), and understand that objection should not prevent them from proceeding with the conversion.

KlientBoost does a great job of this in the example below, where they made an FAQ section for customers to scan and find the exact objection that’s holding them back from converting and have those objections overcome.

KlientBoost FAQ

For example the above overcomes the objections:

  • What if I get stuck?
  • What if I need additional help?
  • What if I don’t have enough time at this exact moment?
  • What if the digital marketing world changes?
  • What if I need personalized help?
  • Who will be answering my questions?

Instead of just letting these objections languish in the user’s mind and prevent them from converting, each objection is overcome each one in a clear and non-salesy way.

B. Overcome Objections with Chat

There is a reason that Netflix crushed blockbuster – and it is not just because Blockbuster charged rewind fees.

Screenshot 2019 10 31 at 9.16.34 AM

Netflix crushed Blockbuster because they provided for instant access.

The same is true with Uber providing instant access vs. cabs, Tinder providing instant access vs. socializing (talking to people in real life!)  and Deliveroo vs cooking.

Users are used to and want everything right now and that includes answers to their objections.

Not later. Right now.

So give that to them.

Using chat allows the opportunity to step in during a customer’s decision-making period and answer their objections instantly and we have found this to be very useful especially around high friction asks like a demo/consult.

Here are a couple of ways to do this:

The first way is with a chatbot.

A good example is Drift who utilizes one on their demo page. Demo’s are high friction because you are asking for a user’s time, so they can have very low conversion rates.

Screenshot 2019 10 30 at 8.36.06 AM

Drift has a chat pop up when you ask for the consult and actually avoid forms completely.

This particular bot shows users a series of questions that allow for their objections to be overcome instantly prior to booking a demo in real-time.

If the user has more questions at the end of the bot chat they have the option to speak with a human where all of all objections continue to be answered in real-time.

The other option with chat is to start with a live human on the chat, and a good example is PPC Hero and their HeroConf landing page.

HeroConf

Literally, if the user gets to the bottom and still have questions (objections in disguise), a live human will overcome them instantly with them.

Chat works amazingly well and can help “personalize” the objection busting responses to the unique questions instantly.

C. Overcome Objections by Reframing Them

Sometimes, you just need to look at something in a different way.

Reframing is the strategy of taking a piece of information and presenting this same piece of information in a different way.

Reframing is a really good way to overcome objections and is kind of a weasel way since you aren’t necessarily addressing it head-on but are 100% addressing the objection.

The best way to demonstrate how to do this is with an example and UnBounce (a landing page builder) who does a great job with this on their landing age.

A common objection they get (I assume) is that “I can’t use this product because I don’t know how to code”.

They could have put it in an FAQ section, or answered with a chat, but instead of doing that they simply reframe it by saying “No coding required”

UnBounce no Coding

In just a few sentences they have reframed the objection “I don’t know coding” to “You don’t even need to know coding to use our product” and now the user will no longer have that objection in their mind preventing the conversion.

Overcoming user objections on your landing page is vital and you need to do it to get the max amount of conversions possible on your paid search campaigns.

How have you overcome user objections on your landing page?


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The Complete Guide to Becoming an Authentic Thought Leader

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The Complete Guide to Becoming an Authentic Thought Leader

Introduce your processes: If you’ve streamlined a particular process, share it. It could be the solution someone else is looking for.

Jump on trends and news: If there’s a hot topic or emerging trend, offer your unique perspective.

Share industry insights: Attended a webinar or podcast that offered valuable insights. Summarize the key takeaways and how they can be applied.

Share your successes: Write about strategies that have worked exceptionally well for you. Your audience will appreciate the proven advice. For example, I shared the process I used to help a former client rank for a keyword with over 2.2 million monthly searches.

Question outdated strategies: If you see a strategy that’s losing steam, suggest alternatives based on your experience and data.

5. Establish communication channels (How)

Once you know who your audience is and what they want to hear, the next step is figuring out how to reach them. Here’s how:

Choose the right platforms: You don’t need to have a presence on every social media platform. Pick two platforms where your audience hangs out and create content for that platform. For example, I’m active on LinkedIn and X because my target audience (SEOs, B2B SaaS, and marketers) is active on these platforms.

Repurpose content: Don’t limit yourself to just one type of content. Consider repurposing your content on Quora, Reddit, or even in webinars and podcasts. This increases your reach and reinforces your message.

Follow Your audience: Go where your audience goes. If they’re active on X, that’s where you should be posting. If they frequent industry webinars, consider becoming a guest on these webinars.

Daily vs. In-depth content: Balance is key. Use social media for daily tips and insights, and reserve your blog for more comprehensive guides and articles.

Network with influencers: Your audience is likely following other experts in the field. Engaging with these influencers puts your content in front of a like-minded audience. I try to spend 30 minutes to an hour daily engaging with content on X and LinkedIn. This is the best way to build a relationship so you’re not a complete stranger when you DM privately.

6. Think of thought leadership as part of your content marketing efforts

As with other content efforts, thought leadership doesn’t exist in a vacuum. It thrives when woven into a cohesive content marketing strategy. By aligning individual authority with your brand, you amplify the credibility of both.

Think of it as top-of-the-funnel content to:

  • Build awareness about your brand

  • Highlight the problems you solve

  • Demonstrate expertise by platforming experts within the company who deliver solutions

Consider the user journey. An individual enters at the top through a social media post, podcast, or blog post. Intrigued, they want to learn more about you and either search your name on Google or social media. If they like what they see, they might visit your website, and if the information fits their needs, they move from passive readers to active prospects in your sales pipeline.

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How to Increase Survey Completion Rate With 5 Top Tips

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How to Increase Survey Completion Rate With 5 Top Tips

Collecting high-quality data is crucial to making strategic observations about your customers. Researchers have to consider the best ways to design their surveys and then how to increase survey completion, because it makes the data more reliable.

→ Free Download: 5 Customer Survey Templates [Access Now]

I’m going to explain how survey completion plays into the reliability of data. Then, we’ll get into how to calculate your survey completion rate versus the number of questions you ask. Finally, I’ll offer some tips to help you increase survey completion rates.

My goal is to make your data-driven decisions more accurate and effective. And just for fun, I’ll use cats in the examples because mine won’t stop walking across my keyboard.

Why Measure Survey Completion

Let’s set the scene: We’re inside a laboratory with a group of cat researchers. They’re wearing little white coats and goggles — and they desperately want to know what other cats think of various fish.

They’ve written up a 10-question survey and invited 100 cats from all socioeconomic rungs — rough and hungry alley cats all the way up to the ones that thrice daily enjoy their Fancy Feast from a crystal dish.

Now, survey completion rates are measured with two metrics: response rate and completion rate. Combining those metrics determines what percentage, out of all 100 cats, finished the entire survey. If all 100 give their full report on how delicious fish is, you’d achieve 100% survey completion and know that your information is as accurate as possible.

But the truth is, nobody achieves 100% survey completion, not even golden retrievers.

With this in mind, here’s how it plays out:

  • Let’s say 10 cats never show up for the survey because they were sleeping.
  • Of the 90 cats that started the survey, only 25 got through a few questions. Then, they wandered off to knock over drinks.
  • Thus, 90 cats gave some level of response, and 65 completed the survey (90 – 25 = 65).
  • Unfortunately, those 25 cats who only partially completed the survey had important opinions — they like salmon way more than any other fish.

The cat researchers achieved 72% survey completion (65 divided by 90), but their survey will not reflect the 25% of cats — a full quarter! — that vastly prefer salmon. (The other 65 cats had no statistically significant preference, by the way. They just wanted to eat whatever fish they saw.)

Now, the Kitty Committee reviews the research and decides, well, if they like any old fish they see, then offer the least expensive ones so they get the highest profit margin.

CatCorp, their competitors, ran the same survey; however, they offered all 100 participants their own glass of water to knock over — with a fish inside, even!

Only 10 of their 100 cats started, but did not finish the survey. And the same 10 lazy cats from the other survey didn’t show up to this one, either.

So, there were 90 respondents and 80 completed surveys. CatCorp achieved an 88% completion rate (80 divided by 90), which recorded that most cats don’t care, but some really want salmon. CatCorp made salmon available and enjoyed higher profits than the Kitty Committee.

So you see, the higher your survey completion rates, the more reliable your data is. From there, you can make solid, data-driven decisions that are more accurate and effective. That’s the goal.

We measure the completion rates to be able to say, “Here’s how sure we can feel that this information is accurate.”

And if there’s a Maine Coon tycoon looking to invest, will they be more likely to do business with a cat food company whose decision-making metrics are 72% accurate or 88%? I suppose it could depend on who’s serving salmon.

While math was not my strongest subject in school, I had the great opportunity to take several college-level research and statistics classes, and the software we used did the math for us. That’s why I used 100 cats — to keep the math easy so we could focus on the importance of building reliable data.

Now, we’re going to talk equations and use more realistic numbers. Here’s the formula:

Completion rate equals the # of completed surveys divided by the # of survey respondents.

So, we need to take the number of completed surveys and divide that by the number of people who responded to at least one of your survey questions. Even just one question answered qualifies them as a respondent (versus nonrespondent, i.e., the 10 lazy cats who never show up).

Now, you’re running an email survey for, let’s say, Patton Avenue Pet Company. We’ll guess that the email list has 5,000 unique addresses to contact. You send out your survey to all of them.

Your analytics data reports that 3,000 people responded to one or more of your survey questions. Then, 1,200 of those respondents actually completed the entire survey.

3,000/5000 = 0.6 = 60% — that’s your pool of survey respondents who answered at least one question. That sounds pretty good! But some of them didn’t finish the survey. You need to know the percentage of people who completed the entire survey. So here we go:

Completion rate equals the # of completed surveys divided by the # of survey respondents.

Completion rate = (1,200/3,000) = 0.40 = 40%

Voila, 40% of your respondents did the entire survey.

Response Rate vs. Completion Rate

Okay, so we know why the completion rate matters and how we find the right number. But did you also hear the term response rate? They are completely different figures based on separate equations, and I’ll show them side by side to highlight the differences.

  • Completion Rate = # of Completed Surveys divided by # of Respondents
  • Response Rate = # of Respondents divided by Total # of surveys sent out

Here are examples using the same numbers from above:

Completion Rate = (1200/3,000) = 0.40 = 40%

Response Rate = (3,000/5000) = 0.60 = 60%

So, they are different figures that describe different things:

  • Completion rate: The percentage of your respondents that completed the entire survey. As a result, it indicates how sure we are that the information we have is accurate.
  • Response rate: The percentage of people who responded in any way to our survey questions.

The follow-up question is: How can we make this number as high as possible in order to be closer to a truer and more complete data set from the population we surveyed?

There’s more to learn about response rates and how to bump them up as high as you can, but we’re going to keep trucking with completion rates!

What’s a good survey completion rate?

That is a heavily loaded question. People in our industry have to say, “It depends,” far more than anybody wants to hear it, but it depends. Sorry about that.

There are lots of factors at play, such as what kind of survey you’re doing, what industry you’re doing it in, if it’s an internal or external survey, the population or sample size, the confidence level you’d like to hit, the margin of error you’re willing to accept, etc.

But you can’t really get a high completion rate unless you increase response rates first.

So instead of focusing on what’s a good completion rate, I think it’s more important to understand what makes a good response rate. Aim high enough, and survey completions should follow.

I checked in with the Qualtrics community and found this discussion about survey response rates:

“Just wondering what are the average response rates we see for online B2B CX surveys? […]

Current response rates: 6%–8%… We are looking at boosting the response rates but would first like to understand what is the average.”

The best answer came from a government service provider that works with businesses. The poster notes that their service is free to use, so they get very high response rates.

“I would say around 30–40% response rates to transactional surveys,” they write. “Our annual pulse survey usually sits closer to 12%. I think the type of survey and how long it has been since you rendered services is a huge factor.”

Since this conversation, “Delighted” (the Qualtrics blog) reported some fresher data:

survey completion rate vs number of questions new data, qualtrics data

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The takeaway here is that response rates vary widely depending on the channel you use to reach respondents. On the upper end, the Qualtrics blog reports that customers had 85% response rates for employee email NPS surveys and 33% for email NPS surveys.

A good response rate, the blog writes, “ranges between 5% and 30%. An excellent response rate is 50% or higher.”

This echoes reports from Customer Thermometer, which marks a response rate of 50% or higher as excellent. Response rates between 5%-30% are much more typical, the report notes. High response rates are driven by a strong motivation to complete the survey or a personal relationship between the brand and the customer.

If your business does little person-to-person contact, you’re out of luck. Customer Thermometer says you should expect responses on the lower end of the scale. The same goes for surveys distributed from unknown senders, which typically yield the lowest level of responses.

According to SurveyMonkey, surveys where the sender has no prior relationship have response rates of 20% to 30% on the high end.

Whatever numbers you do get, keep making those efforts to bring response rates up. That way, you have a better chance of increasing your survey completion rate. How, you ask?

Tips to Increase Survey Completion

If you want to boost survey completions among your customers, try the following tips.

1. Keep your survey brief.

We shouldn’t cram lots of questions into one survey, even if it’s tempting. Sure, it’d be nice to have more data points, but random people will probably not hunker down for 100 questions when we catch them during their half-hour lunch break.

Keep it short. Pare it down in any way you can.

Survey completion rate versus number of questions is a correlative relationship — the more questions you ask, the fewer people will answer them all. If you have the budget to pay the respondents, it’s a different story — to a degree.

“If you’re paying for survey responses, you’re more likely to get completions of a decently-sized survey. You’ll just want to avoid survey lengths that might tire, confuse, or frustrate the user. You’ll want to aim for quality over quantity,” says Pamela Bump, Head of Content Growth at HubSpot.

2. Give your customers an incentive.

For instance, if they’re cats, you could give them a glass of water with a fish inside.

Offer incentives that make sense for your target audience. If they feel like they are being rewarded for giving their time, they will have more motivation to complete the survey.

This can even accomplish two things at once — if you offer promo codes, discounts on products, or free shipping, it encourages them to shop with you again.

3. Keep it smooth and easy.

Keep your survey easy to read. Simplifying your questions has at least two benefits: People will understand the question better and give you the information you need, and people won’t get confused or frustrated and just leave the survey.

4. Know your customers and how to meet them where they are.

Here’s an anecdote about understanding your customers and learning how best to meet them where they are.

Early on in her role, Pamela Bump, HubSpot’s Head of Content Growth, conducted a survey of HubSpot Blog readers to learn more about their expertise levels, interests, challenges, and opportunities. Once published, she shared the survey with the blog’s email subscribers and a top reader list she had developed, aiming to receive 150+ responses.

“When the 20-question survey was getting a low response rate, I realized that blog readers were on the blog to read — not to give feedback. I removed questions that wouldn’t serve actionable insights. When I reshared a shorter, 10-question survey, it passed 200 responses in one week,” Bump shares.

Tip 5. Gamify your survey.

Make it fun! Brands have started turning surveys into eye candy with entertaining interfaces so they’re enjoyable to interact with.

Your respondents could unlock micro incentives as they answer more questions. You can word your questions in a fun and exciting way so it feels more like a BuzzFeed quiz. Someone saw the opportunity to make surveys into entertainment, and your imagination — well, and your budget — is the limit!

Your Turn to Boost Survey Completion Rates

Now, it’s time to start surveying. Remember to keep your user at the heart of the experience. Value your respondents’ time, and they’re more likely to give you compelling information. Creating short, fun-to-take surveys can also boost your completion rates.

Editor’s note: This post was originally published in December 2010 and has been updated for comprehensiveness.

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Take back your ROI by owning your data

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Treasure Data 800x450

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Other brands can copy your style, tone and strategy — but they can’t copy your data.

Your data is your competitive advantage in an environment where enterprises are working to grab market share by designing can’t-miss, always-on customer experiences. Your marketing tech stack enables those experiences. 

Join ActionIQ and Snowplow to learn the value of composing your stack – decoupling the data collection and activation layers to drive more intelligent targeting.

Register and attend “Maximizing Marketing ROI With a Composable Stack: Separating Reality from Fallacy,” presented by Snowplow and ActionIQ.


Click here to view more MarTech webinars.


About the author

Cynthia RamsaranCynthia Ramsaran

Cynthia Ramsaran is director of custom content at Third Door Media, publishers of Search Engine Land and MarTech. A multi-channel storyteller with over two decades of editorial/content marketing experience, Cynthia’s expertise spans the marketing, technology, finance, manufacturing and gaming industries. She was a writer/producer for CNBC.com and produced thought leadership for KPMG. Cynthia hails from Queens, NY and earned her Bachelor’s and MBA from St. John’s University.

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