Once you have attracted prospects to your website, you need a way to get them to pull the trigger to buy. One of the best ways to accomplish this is through the use of landing pages and call to actions..
Here are a few suggestions for refining the content of your landing page to increase conversion rates.
1. Quickly build credibility
People have always been skeptical about advertising and, with the proliferation of spam and dubious operators, they are even more skeptical about what they read online. Therefore, your landing page copy must immediately overcome this skepticism.
To do this, make sure you clearly display one or more credibility builders on the first screen you see. Use your logo and company name. Under or below the banner, place one or more strong testimonials above the title on the first screen. Consider adding a headline or subheading that summarizes your company’s mission statement or references.
2. Capture non-buyer email addresses
There are several methods for capturing the email addresses of visitors who visit your landing page but do not purchase the product. The first is to use a window offering a free report or an online course in exchange for their email address. This window can be delivered to the visitor in the form of a pop-up window (it appears when the visitor arrives on the landing page) or a pop-under (a window that appears when the visitor tries to leave the landing page without requesting information or making a purchase).
The problem with pop-ups and pop-under is that if the user has installed a pop-up blocker on his browser, he will never see them . The solution is to use a pop-up blocker – a window that slides onto the screen from the top or side. The float is part of the HTML code of the website, so it is not stopped by the pop-up blocker.
3. Use many testimonials
Testimonials reinforce credibility and overcome skepticism. If you are inviting clients to a live event, ask them if they are willing to give you a short video testimonial. Ask a professional videographer to record it, get a signed version from the client, and post the testimonial on your landing page as a streaming video.
For written testimonials, clients may suggest that you write down what you want them to say and share it with them for their approval. Politely ask them to give you their opinion of your product in their own words. What they find will likely be more specific, credible and detailed than your version.
4. Use lots of bullets
Highlight key features and benefits in a brief, easy-to-read list of articles. I often use a format where the first part of the chip is the feature and after a dash comes the benefit. For example: Quick-release adhesive system – your graphics stay clean and don’t stick.
Online shoppers like to think they are getting their money’s worth, so when you sell a product directly from your landing page, make sure you cover all the main features and important benefits in a complete bulleted list on the page. When generating leads by distributing white papers, use bullets to describe the content of the paper and the benefits of the information can increase download request conversion rates.
5. Stimulate curiosity in the title
The title should spark curiosity, make a powerful promise, or otherwise attract the reader’s attention so that he or she has no choice but to continue reading. The title of a home page selling a training program on how to become a professional real estate locator made a big promise: “Become a real estate locator today and earn $100,000 a year in the greatest real estate career that only a few insiders know about. ”
6. Use a conversational style of conversation
Most corporate websites are not emotional and sterile, they simply offer “information”. But a landing page is a letter from one human being to another. Make it sound that way. Even if your product is highly technical and you are selling it to technicians, remember that they are still human and you can’t sell something boring to death.
7. Include an emotional anchor in the main paragraph and title.
Logical selling can work, but it is much more effective to tap into the emotions of the potential customer, especially when you properly assess how they feel about your product or the problem to be solved.
8 Solving the reader’s problem
Once you’ve hooked the reader with an emotional copy illustrating their problem or with a powerful free offer, show how your product or free information can help solve the problem. For example: There is now a more effective, simpler and more efficient solution to solve the problem of restaurant tables that can irritate customers and ruin their dining experience: Table Shox, the world’s smallest impact absorber.
9. Make it current and up to date
The more your online copy is linked to news and current events, the higher your response rate will be. This is especially important when selling financial and investment information and regulatory compliance products in areas where laws and rules change frequently. Regularly update your landing page copy to reflect current business and economic conditions, challenges, and trends. This shows that your company is ahead of the curve in your industry.
10. Emphasize the money-back guarantee or lack of commitment from the user.
If you allow customers to order products directly from the landing page, be sure to clearly indicate a money-back guarantee on that page. Your competitors probably offer strong money-back guarantees, so you should do the same. If your product is good and your copy is accurate, your refund rates may be as low as 1%. If you generate leads, emphasize the fact that your offer (white paper, online demo or webinar) is free. Assume there is no obligation to buy and no sales person visits.