Are you optimising your ads for the Anxious Audience?

by | Digital Marketing

Are you getting a low conversion rate on Facebook or Google Ads? or Not generating any leads at all?

This article is for those who are sure that they are targeting the right online audience, getting enough clicks and/or engagements on the ads, but still, the conversion rate on the ads is too low.

How many times have you refused to try a product from a new-on-the-block brand?

How many times have you felt uneasy swiping your card at a new store?

We can attribute these apprehensions to anxiety caused by the unknown.

Our mind is wary of entering insecure zones, which is why we think million times before trying a new product or store.

The online consumer is no different. If they trust what you show, they will be ready to take up the offer and convert immediately.

Before we discuss the tips and techniques to optimize the pages for better conversions, let us understand the target audience and their apprehensions.

A Peek into Anxious Audience – the main reason behind low conversions/sales

You can segment your target audience in the following categories

  1. Completely unaware of the brand and its products
  2. Aware of the brand but, not aware of the products/services or, the problems we claim to solve
  3. Aware of the products or, the problems addressed by us but, not aware of the brand
  4. Completely aware of both the brand and the products.

We can say that the segments 1, 2, and 3 are the Anxious Audience. By now you have a gist of what an anxious audience is, and how they feel.

These three segments give you a clearer idea. If you run an ad for your target audience, you will notice that only a few people fall into the fourth category. Most of the people are anxious. So, what makes them anxious?

Let’s say you promised them with an offer but, when they reached your business place, they did not find a connection between the advertisement and what you are providing. This would lead to a conflict, which in turn causes anxiety.

You are new, and there is no advocate for your brand or its offering, which leads to an increase in post-click anxiety levels.

The message does not convey the essential information, one that helps with conversion. For instance, the landing page does not contain any information about the offer mentioned in the ads.

What are these people anxious about?

They are anxious about giving you their contact details or putting their credit card details in your wallet or checkout page.

When there is a message mismatch or a conflict between the ad and the landing page, it causes trust issues among the audience. They consider the brand and its offering to be fake, which may or may not be factual.

These anxieties lead to reduced clicks and conversions, which can impact your brand. When you are talking to a potential customer, it is critical that you connect with them, and build trust, before asking them to share personal, confidential, or financial information.

Before asking them to fill out a form, make sure you have defined a basis for trust, which will make them share their details.

The question remains- how do we build that trust and reduce these anxieties for better conversions.

Check out these 8 tips that will improve your conversion rate

#1 Create a great fit between the Ad Copy & Landing Page

When it comes to reducing anxiety, the first tip is to reduce friction that causes anxiousness. The message on the landing page should resonate with the ad copy. For instance, if there is a 50% offer mentioned in the advertisement, your landing page should resonate with a similar message. In case, the 50% was clickbait, and the actual offer is a far cry from the ad copy, then your target audience may not trust you.

Show what your target audience is looking for, and they will stay on your landing page for a longer time.

In case you have used display advertising, then the fonts and colors, as well as the message of the copy, should be consistent with the landing page design. The level of consistency determines the trust and eventually, improves the conversion rate of your ads.

#2 Focus on Needs and Pain Points of the audience

What makes the user anxious- not knowing what you aim to solve. They are looking for solutions to their problems with you. If the landing page neither confirms nor denies the solution, their anxiety increases. Instead of simply writing down all about your brand and products, you should address the problems your target audience is facing, and tell them how your products aim to resolve them.

Needs, Wants and Pain Points are the great ways to draw the attention of the users.

Rely on their needs to construct an impressing landing page that will convert. When you attend to their issues, there is a good chance they will engage with your brand.

#3 Brand advocacy with Social Proof

If people don’t know your brand or, there is still apprehension about using your business products, then adding social proof on your landing page can help. When actual people have used your products, and they share their stories, then you will notice that people trust your business and its products/services more.

People don’t buy products, they buy experiencesAdobe CEO

To provide social proof, you can share product use stories, success stories, or testimonials, which help advocate your product.

#4 Reduce friction with accurate Form Length

When the form length is undesirably long, you tend to notice an increase in the bounce rate on your landing page. The intention to fill out a form is proportional to the current funnel stage of your audience. For instance, if your audience is in the awareness stage, they may not be interested in filling out too many fields on the form.

A simple name and email address would suffice at this point. However, if the person is at the decision-making stage, they might be ready to fill out a longer form. At this point, you can add a few more relevant fields that you believe are necessary. The choice of fields depends on your intent and the funnel stage.

#5 Seal Your trust with a Badge

Instead of telling your audience how trustworthy your brand is, seal it with a badge that will create an impact on the prospect. Adding a trust seal or badge can impress and even make the claim legitimate for your audience. The apprehension of downloading an ebook or a product from your business site goes away as soon as they notice the trust sign. It can be as simple as “protected by Norton Antivirus”, which means your site is virus-free and anything that is downloaded will not contain any traces of the virus. In the case of payment gateways, the trust symbol will help the prospect complete the transaction. Just mentioning that you will be using a secure gateway or, the fact that you will not use the data provided will help increase trust and improve your conversions.

#6 Mention your brand’s Privacy Policy

Our mind plays games when it comes to trusting a site that we have never used. We are never sure if the brand is going to misuse the data we provide or not. As a result, most users back out immediately after entering the landing page.

You can prevent this easily by adding a small privacy policy, either in the form of an instruction or note, to your page, which ensures that the data is private and nothing will be misused. This will ease their minds. Apart from this, it also indicates you care about their data and are truly aware of how things end up being misused. A simple inclusion such as privacy policy can do wonders for your business conversions.

#7 Don’t assume your audience’s Knowledge

While we would love to believe that the audience is aware of the brand and its products, that may not be the case. There are a lot of people who have no knowledge of the products you are selling or, your brand. You have to cater to them, reduce their anxieties, and sell your product. The first step is to assume that people from your target audience have no knowledge about your existence. Educate them, make them aware, and then convert them. As a result, when designing a landing page for this segment, you should use simple words and educational content that will connect with them, and engage them better.

#8 Answer Frequently Asked Questions

The people within your segment, whether they possess the knowledge or not, will have questions regarding the products you are selling. You should ably answer them, and make them feel confident about their purchase. For instance, if they have a question regarding the use of the product, answer it on your landing page. The more questions you answer, the more reliable your brand becomes, and as a result, you will observe an increase in conversions.

Key Takeaways

  1. Considering people click on ads to reach your page, you need to follow some simple practices to optimize ads and pages for better conversions.
  2. The ad and the landing page design as well as the message should be consistent. This way it will enhance the user experience and reduce the friction, thus resulting in better conversions
  3. Add trust badges to your page for better advocacy. These badges will back your claim and help you build a relationship with the prospect
  4. Adding privacy policy will ease the apprehensions related to the misuse of data. It will also help add a hinge of trust in the minds of the people
  5. Social proof on landing pages is an exciting way of letting people know who else has used your products/services. It will also help improve brand advocacy.
  6. Don’t forget to keep the forms as precise as possible. You will need to create forms based on the audience’s intent and the brand’s requirements.
  7. Use FAQs to attend to their concerns, and add them to your landing page to reduce anxieties
  8. Try not to assume your user’s knowledge and educate them with your content. The landing page should be more about adding value and making them aware

Knowing what is making the audience anxious and soothing their minds can benefit your business in a million ways. So, incorporate these tips and improve your landing page conversions.


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