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If you’re using landing page software with the intention of generating leads or sales via an online sales funnel (eg ClickFunnels, Leadpages, Infusionsoft, Unbounce, or a custom-built landing page) then the first thing you’ll be wanting to do is send traffic to that landing page to see if it converts.
At this point, you’ll most likely be wondering what is going to be your best source of traffic to test out your landing page? If your landing page doesn’t convert straight away, how can you keep a steady stream of traffic going to that landing page so that you can A/B test the page with different images, headlines, offers etc?
Google Ads is ideal for this purpose, but you’ll need to think through your strategy carefully.
On the one hand, you can pay for Search ads, but these will be more expensive per click. Due to a higher CPC you will get less traffic, and therefore fewer chances to test your landing page for a given budget. On the other hand it is likely to convert better because the traffic is made up of people who are already searching for a solution to a problem and these people are more motivated, especially if you pick your keywords carefully. If your landing page is already good then you might be able to convert cold traffic from Search ads, and so this would be my preferred strategy.
But what if your landing page or offer is brand new and doesn’t really convert yet? And you want to make it better? Well in that case, you will want to send the least expensive traffic that has a chance of converting to your landing page so that you can see that traffic “flow” through the sales funnel. Once you have traffic, you can use heat maps, conversion tracking, Google Analytics, A/B testing and other tools to see where the sticking points are.
Imagine a funnel in real life – if it is a well-functioning funnel you can put rice or other lumpy things into it and they’ll come through the other end. If it’s a poorly functioning or complicated funnel, you won’t know where it is clogged up unless you put something very fine into it like sand. Then you can improve the flow at all the places where the sand gets stuck.
The same is true with an online funnel – if you want to know where traffic sticks, you should send more traffic to it and measure each of the steps carefully. You don’t want to go broke though, so this might mean testing your pages with inexpensive Display traffic, remarketing traffic or traffic from either Display or Search ads from a developing country like India, Indonesia or Philippines. You might need to experiment to see what will work best for your particular topic.
If you’re going to go with the international traffic strategy, it is only going to be relevant for information product landing pages like free lead magnets. If you are testing transactions the audience you target needs to want and be able to buy the product. You won’t be able to use international traffic to test a landing page for a local service, or for a product or service that doesn’t ship to that country or is priced too high for the international market you’re targeting.
This tip and many others are found at https://www.petramanos.com/category/tips/