Report: 2021 State of Ad Personalization

6 Signs You Have a Landing Page Production Problem

6 Signs You Have a Landing Page Production Problem

Landing pages are the workhorses of your website. They generate leads, sales, and loyal customers. So, when you have a landing page production problem, it can hit your organization particularly hard. Fortunately, there are some easy ways to identify and fix these problems before they wreak havoc on your bottom line. Here are some of the most common signs that you have an issue with your landing pages. 

You use one landing page for multiple audiences 

Even the earliest research into landing pages found that the more you have, the more leads you generate. According to HubSpot, companies with 40+ landing pages generate 12x more leads than those with less than 5. 

As time went on, it became clear why: When you have a dedicated landing page for every audience, you can provide a user experience that matches the ad’s message. Headlines, images, keywords, and branding should all match from ad to landing page. 

Landing pages can also offer a level of deeper personalization. When you have one page per audience, you can craft a narrative that speaks directly to the audience’s pain points. 

Personalization like this has significant benefits backed by research. It can lower the cost of acquisitions by 50%, lift revenues by up to 15%, and increase the efficiency of marketing spend by up to 30%. If you’re still using one page for multiple audiences, you’re not generating the maximum ROAS. 

Google average conversion rate by industry

Your conversion rates are average

The problem with conversion rate benchmarks is they give you an idea of the average advertiser’s performance. And the average advertiser isn’t equipped to scale personalization in the post-click stage. As a result, average campaigns convert only 4.4% of visitors on the search network and 0.57% on the display network. 

In other words, the average campaign fails to convert up to 99.43% of its traffic. 

You don’t want to be average. You want to create campaigns that generate the maximum ROAS. 

Postclick data has shown that when you personalize at scale, “average” campaigns look much different. The retail industry’s conversion rates, for example, exceed 35%. 

Postclick industry average conversion rate

This data is from 1.8 million pages built by Post-Click Automation users. Post-Click Automation is the first and only solution for scaling personalization in the post-click stage. Powered by four pillars of technology, PCA enables advertisers to generate the maximum ROAS:

  • With Ad Mapping, PCA allows advertisers to import their Google ads account and link their ads with post-click pages. Then they can visualize their campaign on a single dashboard from end-to-end. This guarantees the highest level of personalization.
  • With customizable content blocks, users can automate the creation of hundreds of conversion-optimized pages at once.
  • With a Personalization solution, PCA enables advertisers to create a dynamic 1:1 experience for each landing page visitor, ensuring hyper-relevant content.
  • With Optimization and AI, PCA will automatically test your pages and learn which layout generates the most conversions. Then it will automatically update those pages and recommend other content based on machine learning insights.  

Conversion rate benchmarks in digital advertising are misleading because they reflect an industry that’s still struggling to provide personalization at scale. When advertisers have the resources needed to provide 1:1 personalization, benchmarks are a more accurate indicator of their ability. 

Your conversion rates are on the decline 

Worse than an average conversion rate is an average conversion rate that declines. At first, it can be incredibly confusing. If you haven’t changed your landing page, why would your conversion rate drop? 

There are a few reasons, and they’re not all to do with your landing page:

  • Your conversion rate has regressed to the mean. It’s not atypical to see conversion rates much higher than average when your campaign kicks off. As more visitors reach your landing page, though, that conversion rate will regress to the mean. It will likely even out to a more normal range.
  • Your content is outdated. If your campaign has been running for an extended period, it may be that your content is no longer relevant to your audience. This is especially true of landing pages with seasonal offers. It’s also true of elements like copyright information. Subtle signals like an old copyright date can signal to users that your content is no longer valid. What’s more, this is also an indication that you may not be investing enough in experimentation. Your page may need a refresh, which will take analysis and testing to discover new ways to present your offer.
  • You may have exhausted your audience segment. Targeting a highly specific audience can help you create hyper-personalized campaign messaging. However, the smaller the audience, the quicker and easier it is to exhaust that audience. Audience segments are finite. If you’re no longer converting visitors from a highly targeted segment, it may only be that you’ve converted all the visitors in that small audience that are willing to claim your offer.
  • Your audience may be interacting with your page differently. At first, your audience may have been consuming your page on a desktop or a specific browser. If that changes to mobile or a different browser, your page should be ready to accommodate those visitors. This is something you should test before your campaign starts, but if you haven’t, it’s worth checking to see if it’s the cause of your performance decline.
  • You may be in an industry where conversion rates rise and fall over time. Certain products and entire industries are affected by the changing season. For example, it’s not atypical for a retail company to see better campaign results during the holiday season. When the holiday season is over, the conversion rate will drop, and that’s perfectly normal. 

You’re slow to launch new advertising campaigns

The digital advertising industry continues to grow at an impressive rate. By 2024, eMarketer predicts that digital ad spending will reach 526 billion.  

Worldwide digital spending

Perhaps even more impressive is that, in just three years, digital advertising is expected to account for over 62% of all media spending. That’s a 12% increase in 5 years. 

As time goes on, it’s becoming clear that digital is the future of advertising. Traditional ad spends on print and TV is waning. Over 4.5 billion people are now online in 2020, and the brands winning a significant portion of the revenue generated by digital ads are ones that continually reach those audiences with new campaigns.

Some brands consider digital ads to be an unnecessary expense. But with platforms like PCA, you can maximize your ROAS to justify a more significant ad budget. 

You rarely conduct A/B tests

The only way to improve your conversion rate is through data analysis and testing. Companies like Amazon, Facebook, and Google conduct thousands of controlled experiments yearly. Bing has used experimentation to grow its revenue per search by 10-25% each year. If you’re not regularly experimenting with new ways to convert your audiences, you’re sacrificing growth opportunities. 

A/B tests are incredibly valuable for helping you identify the best general page design for converting your audience segment. Unfortunately, A/B testing landing pages when you’re creating one for every audience takes more resources than most businesses have. 

However, with new developments in marketing technology, advertisers can use post-click automation to optimize their pages for conversion automatically. As more members of your audience segment visit your landing page, PCA’s Optimization and AI technology will automatically determine the page layout that best results in conversion. That way, you can run tests regularly without draining the enormous amount of resources it would take to do so manually. 

You’re running A/B tests on low-impact elements

When A/B testing made its way into the marketing mainstream, it was looked at by many as a route to quick wins. Change button color, and your conversion rate could soar. Eliminate one field from your form, and you could generate $12 million in revenue

Though there have been examples where this has happened, it’s incredibly rare. Conversion rate boosts due to a change in button color eventually regress to the mean. The same is true of images and form fields. Suppose you’re not implementing these small changes over countless pages and millions of visitors. In that case, the likelihood of a short A/B test resulting in significant gains is so rare that, for most businesses, it’s not worth pursuing. 

If you’re going to A/B test, you should be testing things that have a significant impact on user experience:

  1. Offer
  2. Layout
  3. Traffic
  4. Content 

When A/B testing, you want to test drastically different ways of getting your visitors converted on-page. For example, that could mean using another persuasive argument or separating your conversion flow into two steps instead of one. Button colors are not meaningful enough elements to warrant allocating testing resources. 

Once you know which general approach your audience prefers, you can make more fine-tune adjustments with multivariate testing. 

The solution to a landing page production problem

Modern consumers expect 1:1 personalization, but modern marketers face a major obstacle to providing it: The resource cost of scaling personalization is far too high. Manually creating a personalized page for every audience member is practically impossible. What brands need is a solution that enables the creation, personalization, and optimization of post-click experiences. 

Postclick puts the industry’s only Post-Click Automation solution in the hands of conversion experts and makes them work for you. Powered by advanced machine learning technology and unique features like Ad Mapping, Postclick can ensure that all your campaign experiences are seamless, personalized, and optimized for conversion, resulting in higher conversion rates and ROAS. 

Get a complimentary conversion analysis 

We want to offer you a complimentary analysis of your ad campaigns. We will review your campaigns to analyze your post-click health, compare your site against industry and competitive benchmarks, and identify the most comprehensive opportunities to increase your ROAS. Our team will share insights on how we can increase your conversion rates, in addition to a comprehensive competitive analysis. Request your analysis here.

Ted Vrountas
by Ted Vrountas

Ted Vrountas is a content writer at Postclick who dislikes most marketing content. As a human among marketers, his goal is to write words people actually want to read.

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