From CPM (Cost Per Thousand) to Cost Per Million — Optimize Landing Pages

Ever wondered why Cost Per Thousand is termed CPM? It’s because ‘M’ is the Roman numeral for Thousand; also, the French word for Thousand is Mille. However, as optimizers with an optimistic mindset, Cost Per Million should be the goal, don’t you agree? Optimize Landing Pages to ensure every penny spent gives you tangible results.

So, what might be weighing you down?

Confounding Tactics

You can’t talk about conversion goals to a sportsperson, isn’t it? It’s like speaking French to Germans. Targeting a wrong set of audience for your goals can often give you frustrating Ad results. Visitors, who might be your potential leads, will not be able to relate to your Ads, further resulting in a waste of money and time spent.

The Black Hole

Black Holes are known to eat up anything and everything that goes inside them. Some of your Ads might be eating up all your investment but not producing any results. Such Ads are ones that need immediate attention.

However strong your Ad copy might seem, without a strong call-to-action (CTA) to urge your visitors to act upon, your Ad has a good chance of becoming a Black Hole.

What else could be wrong?

• Soulless Ads — Missing the emotional connect with your customers
• Pointless Content — Messing up your Ad copy
• No guarantee — Failing to convey a sense of trust
• Failing to tweak Ad based on engagement

As extensive as the above list might seem, there are a lot more nagging factors that can bottleneck your conversions. Not only do your Ads need to be tweaked but also optimize landing pages! They carry equal importance influencing your CPAs and need to be optimized.

Your landing page, at times, might fail to deliver what you are pitching to visitors who click on your Ad. That’s where CRO tools will help you understand your customer’s preferences, tweak it accordingly and improve your Cost Per Acquisition (CPA).

How to create a CPM-worthy Landing Page?

Most of us assume — to optimize landing pages you require a lot of CTAs and it will lead to better conversions.

I am sorry to tell you, bombarding your users with CTAs don’t work!

The most powerful way to optimize landing pages is often straightforward and clear. Analyze, test and tweak to achieve the elusive Cost Per Million mark. Check out our post with a list of CTAs that give the best results

Let’s kick-off with an example!

This is a CTA snippet from a landing page where the goal was to get visitors to sign up for a free trial. The goal was to test two different value propositions for the user by using two different CTAs.

The variation snippet says <Try It Free> though Control and Variation snippet doesn’t hold any big difference, but the variation creates an urge to act on it. We were sure that the variation is the one that would work. But rather than making a guess of which one would do better, we ran an A/B test and found that the variation snippet, in fact, reduced signups.

The winning variation of our A/B test turned out to be <Start Free Trial>. In fact, it turned out to be ahead of the pack than any other variation we tried! We continued to test further and made many changes, from design pattern to content approach until we had a version that converted best. This is an example of why you shouldn’t rely on opinions but on data.

Image Credits: Pinterest

See which sections are hogging the limelight

Heatmaps give you a peek at where your visitors are focussing on your landing page, find out why your visitors might be missing out on your CTAs. See which part of your site hog the focus and pull your visitors away from the path that leads to revenue.

Here you see what happens;

A majority of the visitor’s focus to this landing page goes to the side element deviating from your goal. Something else is buying your visitor’s focus instead of your actual goal (It’s CTA, in this example). By running heat maps on your landing page, you can find why your visitors are not converting as you had thought.

Guide the wandering cursors

Help your users get on with the actions that you intended for them. See how they wander about on your site in real-time with tools like Session Replay. Hypothesize why they are aimless and then tweak your page to make sure they interact with your design elements and click on your CTAs. How much importance does Session Replay hold as a CRO tool?

Image Credits: Pinterest

Just like how in games, Nitro Boost gives you a jump in speed, optimizing your landing pages with CRO tools gives you a jump in conversion. Wooh! And, Cost Per Million.

Check out my YouTube Channel All About B2B Marketing