The 5 Second Test For PPC Landing Pages
Published: August 11, 2021
Last Updated: August 11, 2021
I’ve been having a lot of conversations recently about optimizing websites for lead generation and explaining a concept called the 5 second test. The 5 second test is a design usability test that aims to help usability testers evaluate and prove the effectiveness of user experiences designs. The idea is that you show someone a design for 5 seconds and then ask them a series of questions that evaluate the ability of the user to quickly and easily use a piece of software or a website. Although the test is typically used as more of a usability tool, it has extremely useful applications as a stress test for pay per click landing pages and lead generation optimized websites. I like to take a look at a landing page for 5 seconds and ask a few questions right off the bat.
- What is the offer?
- Is this offer applicable to me?
- How do I claim it?
When you’re spending $25+ a click for people to come to your website and landing pages, you want to make sure you’ve put together something pretty darn compelling to prevent them from insta-bouncing and you’ve got about 5 seconds to make it clear that you’ve got something compelling to say.
5 Second Tests For B2B Lead Generation
Just to illustrate my point, take a look at the home page of this Carolina based information technology company. Give the screenshot below a quick look for 5 seconds and try to answer the questions. What do they do? How can they help me? How can I contact them?
You might be able to answer these questions after a little bit more of an in-depth look, but is it easy? Does it jump out at you immediately?
Now do the same thing with the site below:
We know a few things almost immediately after landing on this page.
- They are an IT support company
- They are Jacksonville based and applicable to Jacksonville business
- I can contact them by clicking or dialing the phone number that’s highly visible in the center of the screen.
If I’m representing a Jacksonville based business searching for an IT company, I know nearly immediately that I’ve come to the right place and in many cases that’s enough to at least stop them from bouncing instantly and taking some more time to learn more about the company, and in a best case scenario it’s enough to generate a phone call without further hesitation.
This is a powerful tool, and while the design above may seem pretty simplistic, it’s effective at bringing in leads. Read more in this MSP Marketing Case Study.
Understanding Browsing Behaviors
A lot of business owners make the mistake of thinking about their website in it’s entirety, which is a big mistake. A great majority of journeys that result in a conversion will be between 1 and 3 pages and look like this.
Landing Page -> Conversion
Home Page -> Service Description Page -> Conversion
Blog Post -> Home Page -> Service Description Page -> Conversion
B2B conversions often come in two flavors:
- People who need emergency service and are looking for an acceptable provider in a hurry
- People who have gotten to know your company passively through seeing blog posts, engaging on social media, an a multi touch integrated marketing journey
In both cases the conversion journey often ends with an activating offer and a browsing session that consists of a single page visit. Because of this, you need to make sure your offer pages, service description pages, and other key pages have minimal friction, clear presentation of the key information, and clear relevance to the visitor. In other words, they need to pass the 5 second test.
People only care about what they specifically are looking for, so while your website may have dozens of different landing pages with various offers and ways to slice up and pitch what you sell, those will rarely be browsed or viewed holistically. Make sure those 1-3 pages that participate in a user’s conversion journey are optimized for the specific part of the overall conversion journey, give easy access to information needed, and allow for an easy way to convert when the visitor is ready.
Need help optimizing your landing pages or website for lead generation? Reach out and schedule a free consultation.
Free Email Course:
Launching Your B2B Digital Marketing Program
Enroll in our free digital lead generation crash course. A 60 day email series with twice a week emails walking through the journey of how to launch your digital marketing program and generate more B2B leads from your website. Unsubscribe at any time.
In this guide we’re going to talk about how you can use MSP marketing to generate enough pipeline to get to 5 million plus in annual recurring revenue. A lot of the things we’ll talk about in this guide can be used in larger and smaller businesses but for the purposes of this guide we’ll…
In today’s post, we’re going to be talking about a common PPC machine learning algorithm of which some variant is leveraged in part by many pay per click platforms called a multi arm bandit. We’ll talk about how they compare to simple A/B tests and why understanding the types of algorithms these platforms use is…
According to industry research by a leading managed service provider marketing firm, 94% of MSPs self-reported lead generation as their number one challenge when it comes to growing their MSP. There’s no question that the vast majority of MSPs struggle with lead generation, especially in the earlier years of their business. It makes sense, most…
Throughout the process of launching and running Tortoise and Hare Software these past 3-4 years there’s one thing that I’ve gotten consistently good feedback on. The brand! People who aren’t shopping for marketing, and have no relationship to the company will regularly come up to me at trade shows, or comment on my business card,…
Generating leads for your MSP can be a challenge. You spend so much time managing employees, making sure customer support tickets are answered, procuring hardware, and defending against cyber threats, there’s hardly time to worry about networking and doing things like posting on social media. However, you’d like to grow faster, and due to some…
Search Engine Optimization (SEO) is one of the most important ways to attract new business for mid-market managed service providers (MSP). If you look at MSPs that have achieved any sort of meaningful scale and grown to the 10MM ARR mark and beyond, you will almost always see a significant portion of their growth came…
Tortoise and Hare Software is a boutique B2B tech marketing agency. We help companies like MSPs, SaaS providers, cybersecurity firms, and other technology service providers launch their digital marketing programs and generate inbound leads.