Simple steps to increase conversion rate
Technically speaking, a landing page is a HTML document that contains CSS, text, pictures, videos, and sometimes scripts. This page is not that much different from the normal websites. But from the business point of view, certain expectations are placed on a landing page – it must convert. An end user should be able to quickly get all the information he needs about a product and take an informed decision to buy or not to buy on the landing page.
Landing pages work most efficiently when you need to compel users to register on the site or leave their contact information. There is no better solution if your task is to compel users to download a software product.
When it comes to sales, landing pages fully justify any investments, when you need to sell a particular product or service in a particular situation – a promo offer, clearance sale, and entry into a new market.
Structure of a high converting landing page
The structure of a landing page is simple and linear. Let’s consider three parts: the first screen, the body of the page and the last screen. The classical first screen includes a background image, contact information, logo, headline and a button.
A product can be effectively used on the first screen as the main image. Background images on the first screen make a great impression on users. No wonder Apple uses such approach – see Fig. 1.
Fig. 1 – An iPhone used as a background image on the first screen. Source: www.apple.com/
After you engage the user in studying your page, you need to provoke his trust and push him to buy. The following typical blocks are targeted at this.
Team. If you provide services, it is important for the customer to know exactly with whom to communicate if he decides to contact you, and who will handle his inquiries. The best way to gain the trust of a potential customer is to introduce yourself and tell him about your team.
Fig. 2 – Photos of team members with links leading to their portfolio. An excellent demonstration of professionalism. Source: http://islreview.com/
Text description of a product. You can use text blocks to describe the advantages your product have over competitors. An important rule here is that the blocks should be placed closer to the end of the page in order not to influence the first impression (a lot of text in the beginning may seem boring), but also not on the last screen.
Fig. 3 – Detailed description of what is included in the ticket price. Source: www.valiocon.com
Video. Placing video clips as the background of a landing page could be both useful and extremely harmful. Here’s what you need to understand: the video should not interfere with perception of other information, neither should it slow down the loading of the page. Besides, you should think in advance how you would compel the visitor to watch the video, because he would need good reasons to do so.
Fig. 4 – The atmosphere of the video ideally repeats the emotions that are evoked by the product. Source: www.getrest.co
Reviews. Positive reviews from satisfied customers – if the authenticity of such reviews is in no doubt – lead to stronger sales. The problem is that no one reads these reviews if presented in a mediocre and unattractive manner. Ensure that blocks featuring the opinions and reviews of satisfied customers or prominent people arouse interest and trust.
Fig. 5 – Stylish and brief quotes help to gain trust. Source: www.madebyfew.com
The final screen of the landing page is designed to summarize all your advantages and encourage the visitor to become a buyer – via a treasured button with a call to action.
Call to action
Each element of the landing page directs the user to the mouth of the conversion funnel, but only one call to action is needed. Several calls to action ruin the conversion rate ruthlessly. Suggest to users to make one unique and concrete action – is it not for this reason that the landing page was developed? Let’s examine this element in more detail.
A call to action should highlight the real benefit to the customer in a language that he understands. The client should be able to get the said benefit immediately after clicking on the button.
The action should be extremely simple: if the goal of the landing page is to collect phone numbers, then no other field should be included in the form. You only need to ask the user what his name is in addition to collecting his phone number. If the aim of the landing page is to distribute a software product, then the call-to-action button should initiate a download to the computer.
Fig. 6 – Having one field for email address and one button is a great example of how to avoid asking the user for unnecessary information. Source: www.monkop.com
There is one more rule – the more complex a product is, the simpler the action should be. It is ineffective to accompany complex products with calls for immediate purchase. If you are selling heating equipment, then simply ask the visitor to leave his phone number, and not try to sell an expensive device straight away through one web page.
Fig. 7 – You shouldn’t try to sell a camera worth $5,995 and its accessories in one page. It’s better to collect contacts from that user. Source: www.blackmagicdesign.com/products/blackmagicursaminipro
If you make your call to action different from those offered by competitors by adhering to the above simple rules, then the number of your leads would grow substantially.
Fig. 8 – A great call to action in the footnote. You can immediately see the price on the button.
AIDA and PMHS
AIDA is an acronym that stands for:
Attention
Interest
Desire
Action
It is a marketing model that describes a person’s decision to buy. This model works flawlessly. Implementing it into the structure of a landing page is very simple.
Blocks that capture attention are located on the first screen (headline, attractive background image). They are followed by those that arouse interest (display of the product and its advantages). You generate desire with discounts and time-limited actions, while buttons and forms lead to action.
PMHS stands for:
Pain
More pain
Hope
Solution
It is a design scheme for promotional materials, which helps to create a converting page structure. This scheme migrated to the Internet from infomercial (teleshopping).
First, the pain of a potential customer is described. If you sell toothpaste, then tooth problem is your customers’ pain. Then the pain intensifies, the consequences of these problems are described. In the end, there is a ray of hope in the form of your paste and a solution – mail delivery for $25. Remember, PMHS is a negative motivation that does not suit all companies and products.
You can use both tools to create a landing page structure and compose blocks on the page for maximum effect.
How to write high-converting headlines
Headline is a key element of a landing page. Before you sell your products, try to grab attention and spark interest. Only after reading a strong headline that a person would continue to study the page.
4 U’s – technique for writing high-converting headlines.
The technique highlights the four features of a strong headline. For an example, we shall use the phrase “Buy tires” and modify it with four elements: Useful, Urgent, Unique and Ultra-specific.
Usefulness
Demonstrate the benefits and point out the solution to the problem. Buying quality tires is beneficial in terms of safety on the road. The original headline “Buy tires” is therefore replaced with “Improve safety on the road”.
Urgency
Create a sense of urgency by adding a time parameter. People value their time. Show them that you can save their time. If it would take half an hour to replace the tires, then write: “Improve safety on the road in 30 minutes”.
Ultra-specificity
Speak clearly and use numbers. Be specific so that the buyer would know what he is paying for. Show the benefits using numbers: “Improve safety on the road by 25% in 30 minutes”.
Uniqueness
Tell why the product is unique. Let the reader understand how the benefits are achieved. The sentence should not look magical. “Improve safety on the road in 30 minutes with Japanese rubber”.
The main thing is to convey the value of the product to the reader. This technique serves as a farewell speech, and not a strict rule. It is not always necessary to use all the four U’s – sometimes you can do with three or even two. If the headline turns out to be cumbersome, you can put some of the information into a sub-headline.
Fig. 9 – An example of a strong headline with an informative sub-headline. Source: www.close.io
Fig. 10 – An example of a weak headline. The reader can understand the features of the product, but not the benefits from the beginning of its use right away. Source: www.sensortower.com
Some tips to increase conversion rate
1. Contextual advertising is the most common source of traffic for landing pages. The headline of a landing page, which welcomes visitors, should create the same impression as the advertising text that brought the user. This would make the user understand that he moved exactly where he wanted. Never allow the advertising text and the headline to create different impressions – this could lead to many visitors coming and leaving immediately.
2. Do not use stock images that can be found on many other sites. This is fraught with the fact that your landing page may get lost in a great lot of other headlines of potential customers. But even the uniqueness of the image is not enough – it should reflect or highlight the essence of your product.
Fig. 11 – Background image with people, though friendly, but uninteresting, boring, and does not reflect the essence of the page. Source: www.selz.com
3. Even such a trifle as usual spelling errors can seriously damage the image of a company in the eyes of a potential client. Watch for both the grammar and the style of the text.
4. Landing page – a short and concise dialogue with a potential client. Using minimum number of blocks, you need to quickly make a person take the target action. If he gets distracted for even a moment, you can lose him. Therefore, all the elements of the page should serve a single purpose; there must be a reason for placing anything on the page.
5. If you don’t know why you need this or that block or element, safely remove it. Conduct tests to determine which elements of the page are not good enough and are negatively interfering with conversion rate.
6. Use social networking sites. Unobtrusively invite visitors to share your page and don’t hesitate to brag about the number of Likes you have on Facebook.
The main thing is to be honest with the visitor. If you undermine confidence, then your landing page won’t be able to restore your reputation. Do not lie or place unreliable or unverified information. Inconsistency between the real and declared price on the site is a common reason for refusal after a call.
Have a success in your sales!
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