Why Isn’t Your Recruiting Landing Page Generating More Conversions?
Landing pages have come to serve a vital role in the digital age of driver recruiting. The whole purpose of landing pages is to help drive leads and conversions. In a perfect world, a prospective driver finds their way to your landing page (whether through search ads, social media, etc.) and once there, they’re presented with information to help them make the decision of signing with your fleet. Unfortunately, that is not always the case.
Many fleets, perhaps yours included, aren’t getting the conversions they expect out of their recruiting landing pages. They’re getting the traffic. Drivers are making it to the landing page, but for some reason they just aren’t taking the next step. What’s the problem?
This is a frustrating and difficult issue for fleets. Over the years, working with more than 700 fleets, the Randall-Reilly team has noticed a few things.
Your recruiting landing page has too much going on.
There’s just too much going on with your landing pages. This is a major problem that many fleets run into and don’t even know it.
This doesn’t necessarily mean a cluttered or busy design, although that certainly won’t help to improve your driver conversion numbers. Your target audience, prospective drivers, should be able to quickly and easily take in the information and navigate the page. So, a poorly designed page is a no-no.
More specifically, what I mean when I say you have too much going on is, you’re saying too much. This seems counterintuitive to most and is hard to really get your head around, but it’s true.
Landing pages packed to the brim with every in and out of your fleet’s history, what you have to offer, and other such information is . . . overwhelming. All this information is relevant and useful, but trying to cram everything into a single location is counterproductive.
It turns out that too much information actually causes the opposite of the desired effect and leads to something called choice paralysis.
When faced with too many choices or too much information at once, people tend to freeze up and decide to do nothing.
You read that right, nothing. There’s even scientific evidence to back this claim up.
What can we take away from this? Information and facts about your fleet are great, but you must walk the line and avoid overwhelming your prospect. It’s important to give enough to be useful to your prospective drivers’ decision making process, but not so much to cause the dreaded choice paralysis.
What sets you and your fleet apart from the competition?
Building off the last point, you have to know exactly what it is you are trying to say with your landing page. Keeping this in mind can help you shape your message and avoid paralyzing potential drivers by overwhelming them with massive amounts of information.
Simplify not only the design by cutting down on the clutter, but simplify the messaging and presentation of the information as well. One of the best ways to approach this is to directly address the concerns or pain points of the drivers you are after.
What problems do you they have with their current fleet that you can fix or do better to make the drivers’ lives easier?
While you do want to address common problems and points of contention, you must avoid falling into the trap of saying the exact same things that all the other fleets are saying. You have to stand out from the crowd and avoid blending in.
How can you avoid your landing page blending in with the competition?
You know your fleet better than anyone else. What is it that you do better than everyone else? What is it that sets you apart and gives your fleet a unique identity? Start there. Focus on how you are different to help you stand out from the pack.
Your fleet’s identity and uniqueness could be what ultimately wins a driver over. Everyone is going to talk about things like pay, routes, or time at home, but only you can speak to what it is that sets you apart from everyone else.
That’s not to say you shouldn’t mention those things, because of course you should mention if you have competitive or higher than average pay. It’s important that you don’t forget to focus on what makes you, you.
What is it that makes you attractive to drivers? Do you allow pets on the road, have great dispatch/driver relationships, higher than average driver satisfaction? Whatever that thing is, put it front and center to sell the driver on who your fleet is.
There are countless fleets out there . . . but there is only one you.
Moving forward with your recruiting landing page.
Your recruiting landing pages are there to serve a specific purpose. Once the prospective drivers find themselves there, the page needs to drive the lead or conversion forward.
- Simplifying the design and information contained on the landing page is the first step to optimizing it for success.
- Streamline how prospects interact with the page and avoid the risk of having them become overwhelmed and freezing up.
- Supply pertinent details and information about what makes your fleet different.
- Content must be easily readable, navigable, unique to you, and clearly lay out the next step you want the prospective driver to take.
It’s easy to get carried away and throw everything you have into a landing page, but in the end it’s not necessary or even helpful. Embrace these ideas as you move forward and you will be able to get the most out of your recruiting landing pages.
If you’re not sure where to start or need some help getting the ball rolling, Randall-Reilly recruiting services are there for you. Whether you take advantage of Randall-Reilly’s industry experience or not, the most important thing moving forward is that you do what you can to harness the potential untapped power of your landing pages.