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.
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:
- An FAQ section
- Live Chat
- 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.
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.
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.
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.
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.
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”
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?
