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Do You Believe in… Conversion Magic?

conversion elixir
Do you believe in… conversion magic? Image via Shutterstock.

Like any potions master would attest, the secret to a great elixir lies in the measured combination of its ingredients.

Over the years, Titan PPC, a full-service pay-per-click advertising agency based in Vancouver, has developed a “magic formula” for designing lead generation landing pages that convert at average of 15% or higher.

The secret ingredient? For company founder, Patrick Schrodt, it doesn’t boil down to just one.

Read on to find out what key ingredients make Patrick’s lead gen landing pages so powerful. Then test them yourself with the new, kick-ass Hyperion template in the Unbounce app.

1. Make your landing pages relevant

Any smart marketer knows that when visitors reach a landing page, they won’t all have the same intentions for being there. Some may have clicked an ad looking for a plumber in West Seattle where others may have clicked one looking for a plumber in Capitol Hill.

But if your client is a plumbing company that serves the entire Seattle metropolitan area, your landing page should show both the visitors from West Seattle and Capitol Hill that you’ve got the service they need in the location they want it.

In other words, you want to use geo-targeting to make your landing pages especially relevant to your prospects. As Patrick explains:

There’s always been geo-based searches and there always will be. For our own campaigns, we’ve gone as targeted as including a map on every landing page. We highlight a visitors location on the map depending on the where their search is coming from — people go crazy for it!

And the conversion rates don’t lie.

Watch this clip to hear how Titan PPC used geo-targeting to increase a client’s on-page conversion rates from 6% to 33%, practically overnight.

Interview with Patrick Schrodt, founder of Titan PPC.

2. Use (awesome) images to break up your body copy

Never judge a book by its cover… right?

Well, fact is, when a prospect reaches your lead gen landing page, the first thing they’ll do is judge your offer or product by the way you’ve presented it to them. And they’ll do it within seconds.

That’s why you want to make sure it looks so good they won’t want to leave.

The key to keeping prospects interested? Great photography. According to Patrick:

Images help prospects get a clear picture of your client’s product or offer, and it shows them you’re a professional.

Titan PPC adds full-page horizontal image galleries throughout their lead gen landing pages.

It helps break up a visitor’s attention as they scroll by giving them something nice to look at.

But you can’t just slap a bunch of images into a gallery and hope that it all comes together.

If you’re going to source images for clients, you have to make sure you grab photos from a series. I’ve seen landing pages where it’s obvious that each image belongs to a different suite and it’s not coherent or nice to look at.

Check out this example of cohesive image galleries on one of Titan PPC’s lead gen landing pages for a lawn mowing client in Philadelphia:


Screenshot of cohesive image galleries, landing page designed by Titan PPC.

3. Remind visitors why they are on your page

Remember that bit about making sure your landing pages were super relevant to your visitors? Well, that sometimes means reminding them exactly why they are on your landing page.

For Titan PPC, the best way to do that is by adding a smooth scroll call-to-action (CTA) bar right below the horizontal image gallery.

Why? Because it brings a prospect right back to where you want them: the form.

It works because every time a visitor sees something visual and eye catching [like the image galleries], they’re then prompted to fill out the form.

4. Make the form match the offer

Speaking of taking prospects back to where you want them, the design of a form on your landing page should never be an afterthought. That means weighing, measuring and sifting every item from the questions to the CTA so it’s fully optimized to ensure a conversion.

It’s so key that the form matches the offer. Otherwise a prospect will just be turned off.

So if your client is offering a 100% free quote on plumbing services, then the form on your landing page should reiterate, loud and clear, that the offer comes at no price.

Sounds pretty straight-forward, doesn’t it?

But matching a form to an offer also means making sure you have a solid understanding of your target audience. As Patrick explains:

For real-estate clients, the CTA is always to download a free floor plan. But for clients that are service based, like plumbers or roofers, the CTA is always to get a free quote.

It all comes back to personalization: different types of prospects want to see different kinds of offers. According to Patrick, real-estate prospects want the feeling of exclusivity, whereas service-seeking prospects are probably just looking for the cheapest way to fix a runny faucet or leaky roof.

Titan PPC’s last tip for optimizing the form? Make the form catch your prospect’s attention.

We always put a starburst or icon in the corner of the form. It’s usually something like ‘100% free’ so it pulls a visitor in and reminds them why they want to fill it out!”

Here’s an example of what Patrick means:

Screen Shot 2016-08-30 at 2.28.41 PM
Screenshot of a high-converting landing page form, designed by Titan PPC.

From showing your visitors ultra-relevant content to making sure that content has awesome design and flow, the landing page magic formula is all about giving prospects exactly what they’re looking for and expecting to see when they land on your page.

Care to try some of Patrick’s tricks yourself?

Sign up for a free 30-day trial of Unbounce and try the Hyperion template, a design inspired by Titan PPC’s powerful elixir for high-converting landing pages.

About Alexa Hubley
Alexa Hubley is the Communications Specialist on the Customer Education team at Unbounce. She's a driven self-starter with a passion for learning and helping customers grow. When she's not at work, you can catch her on the soccer pitch, hanging with friends or waiting in line for brunch (because some things in life are worth waiting for).
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  1. Leslie

    I like point number 2, the one about graphics. My friend has been telling me that my site is full of words, but not much graphics. Guess its time for me to source for more pictures. Nontheless, great article!

    • Alexa Hubley

      Oh man, as a copywriter, I hear you loud and clear Leslie! It’s so easy to get swept away on your website with copy. But as Patrick explains (and sounds like your friend agrees): it’s all about striking the right balance between images and copy. Glad you enjoyed the article!

  2. maham

    Awesome post, I like the methods that you’ve used to pull in more traffic, great strategy!

    • Alexa Hubley

      I agree, Maham. Titan PPC has done a great job of really narrowing in on their strategy for converting leads. I love seeing how a focus on landing page design can lead to actual increased conversion rates!

  3. Paul Driver

    Some really good ideas here, I especially like the starburst idea!

    • Alexa Hubley

      Me too, Paul! If there’s one thing that Patrick Schrodt hammered home, it’s that it’s all about drawing a user’s attention to the most important part of your page: the form.

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  6. livescore

    Thank you For Sharing About this article, really great information!

  7. Isabella

    Best article I have read on the topic. Throughout you showed us how to do it by doing it as much as you could. I will be printing this one.

    • Alexa Hubley

      Thanks Isabella, so glad you enjoyed the article as well as the examples! It’s always so helpful when the experts share some of their key insights – and Titan PPC had some really creative ideas for improving design to boost conversions.

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  9. Jasmine

    This is great article for my life.

  10. Alex

    Great article! Is it possible to have the url or a screenshot of the whole landing page of the point number 2?

  11. John

    Best article I have read on the topic.There are numerous web journals I have experienced with respect to site transformations yet this has is one of the best blog speaking to all the data so flawlessly.

  12. peter burg

    wonderful. got a lot from your post. its really magical.. thanks

  13. Jennifer

    A good list. It is a timely reminder to make my webpage relevant too.

  14. Erin

    Thanks for sharing this article.