The Low-Down on Low Funnel Keyword Landing Page Templates

In my last post, I discussed three high performance landing page templates for high funnel keywords. Today, I will discuss low funnel keywords, the challenges associated with low funnel landing pages and give three example of low funnel landing page templates that I really love.

The Low Down on Low Funnel Keyword Landing Page Templates image ion lowfunnel2The Low Down on Low Funnel Keyword Landing Page Templates

The Right Format for Low Funnel Keywords
These people are ready to convert, they know you, presumable like you, and are ready to be your customer. The goal at this point is to get out of the way. It’s all about decreasing friction and giving these visitors exactly what they want in a simplistic way.

These pages need to:

  • Stay product and purchase focused. They know the solution they need, now you need to sell what you have to offer.
  • Strongly focus on the conversion
  • Reinforce their decision to buy from you with added credibility and authority
  • Remove all distractions

“Why this is easy!” you say. Au contraire mon fraire. Again, it’s not easy at all because now you need to make your landing experience super specific to one visitor, with one need. Not always an easily scalable or low resource task. Let’s look at the examples.

The Low Down on Low Funnel Keyword Landing Page Templates image ion IntuitQuickbooks landing pageThe Low Down on Low Funnel Keyword Landing Page Templates

I like this low funnel landing page for a few different reasons. To start with, there is one very consistent CTA throughout the page, reducing the opportunity for someone to do something other than convert. I also love the way the form is encapsulated and takes up such a prominent percent of the layout. Finally, they’ve done a really nifty thing by allowing someone to create the username and password associated with their free trial account directly on this form, eliminating the need for a follow up email or additional form. What a great way to get someone immediately into your trial!

With low funnel keywords, it’s also all about delivering on the promise you made in the ad, even if that’s a very specific promise. This ad promises a free Buyer’s Guide and then points to a landing page featuring an image of the guide, content around the guide, and the importance of choosing the right software. It’s extremely specific to what they were seeking and makes it incredibly simple for them to digest this information, decide that ion is the best option, and purchase from there.

The Low Down on Low Funnel Keyword Landing Page Templates image ion buyersguideThe Low Down on Low Funnel Keyword Landing Page Templates

With this page, it’s important to realize that different pieces of collateral and different ads require different pages with complimentary content.

Finally, we look briefly at social sign-on. In my opinion, social sign-on is quickly becoming a “be there or be square tactic”. It’s just plain awesome.

If someone is ready to convert, social sign-on allows them to login, register, or complete a form using the information already stored in their social networks. Talk about reducing friction: they click a button and BOOM, form complete. Contrary to popular believe, this can be incredibly successful in both B2C and B2B markets because a good social sign -on page allows a visitor to choose the site they’d like to use. It could be Facebook, GooglePlus, Linkedin, etc.

The Low Down on Low Funnel Keyword Landing Page Templates image ion socialsignonThe Low Down on Low Funnel Keyword Landing Page Templates

Interestingly, we’ve seen that just including a social sign-on option, actually increases the number of conversions received on even the more traditional form on the page.

Ready to get more bang for your paid search buck? Send people to the right page, with the right content, in the right format. The first step is figuring out what level of the funnel your keywords fall, and then creating landing experiences that are relevant to that phase.

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