Losses are tragic.
Whether what you have lost is a small trinket, an offspring or your cat Raoul. Being a marketer your most prized possession are your customers and the biggest loss you can suffer is the loss of your customers (aka conversions). With the fear of this loss in mind we spend day and night trying to understanding what makes our customers tick to create landing pages that they can’t help but respond to.
And though we do this, we still end up losing most of our customers because when creating landing pages we try to play the big picture – what you need to do instead is create each and every element of your landing pages while keeping your ideal customer in mind.
What this basically means is that if you’ve poured all your energies into nailing the lead capture form on your lead capture page but have included a dull CTA button at the bottom well then you’ve just lost your ideal customer.
In order for you to create a landing page that’s only meant for your target customers you need to go elbows deep in target market research – just doing quantitative research isn’t enough anymore. You need to actually talk to your customers and collect some good old qualitative data – use surveys and landing page feedback to help understand what your customers are thinking about.
And while you’re busy outlining your qualitative research strategy – discussed below are 3 simple yet effective landing page techniques that can put a stop to your conversion loss today.
1. Headlines that induce cravings
Landing pages and fishing have a lot in common – just as you have to silently wait in your rickety old boat for a fish to bite, after creating your landing page you have to silently wait for your visitors to click on your CTA button, or you would have to if you didn’t perch a craving inducing headline at the top of your landing page.
The initial impression that forms in your visitor’s mind about your company and your service comes from your landing page headline. Your headline needs to be unique – the average online user which includes your ideal customer is bombarded with so much content online that he’s pretty much used to the clichéd generic headlines that almost everyone comes up with and so he ignores them, you need to create a headline that is special, something that they haven’t seen before and hence are excited to get their hands on. Make sure your headline tells your customers exactly what your product or service is all about so that he knows that he’s going to miss out on something if he doesn’t go through the rest of your page.
The Manpacks landing page has a headline that explains what the service is about and is unique – clearly mentioning the service’s USP – basically everything a landing page headline needs to be.
2. Create a landing page that they can trust
Credibility is a big issue online. Online visitors are like the mean girls in high school that judge every website and landing page a little too quickly and much too harshly and even though sometimes this is with good reason your landing page can be put in front of the firing squad even before it has a chance to prove its legitimacy.
The solution to this problem – design a landing page that looks legit, don’t just randomly put together your page. Avoid all irrelevant things on your landing page – don’t use terms like “Number 1 Weight Loss Product” if you have no evidence to support this claim.
Make use of customer testimonials and other relevant endorsements to show your customers that you’re the Real Deal and won’t con them into paying for something that they never actually needed or worse doesn’t actually work. If you do put a guarantee on your landing page make sure that it is real – don’t say “Get Rich in 10 Days” because that doesn’t really happen unless you have a billionaire aunt that leaves you all her inheritance.
Avoid using headlines with a lot of yellow highlighting and promises that just aren’t true. The following headline is a jaw dropper when it comes to credibility especially the warning written above the headline.
Your landing pages need to be credible to actually sound credible.
3. An image that makes no sense
I won’t repeat the whole a picture is worth a thousand words adage because I’m sure you already know just how much a good image is worth, especially if the fate of your landing page conversions rests on it.
A landing page graphic has to be relevant and eye catching at the same time. Show your product or service being used in your landing page image – however, make sure that the people using your product are real people and not paid actors faking in front of the camera.
Don’t make the mistake of using cheesy stock photos on your landing pages, images that don’t add anything to your message and in fact take away the credibility of your page should be kept at a safe distance from your landing pages.
Want to see if your landing page image is the right one? Try removing the body copy from your page, does your landing page still make sense? If it does, stick with the image that you have selected.
Faces does it right with their images. Even if you remove the body copy, the visitor will still be able to understand just what the service is about based on just the images used on the page.
White space is a great landing page design tool, it helps you reduce clutter and adds visual appeal to your page, make sure that you surround your landing page image and other elements with plenty of white space so that they appear more focused.
Don’t want to lose anymore conversions? Implement these 3 techniques when designing your landing pages and the only thing you’ll lose is your mind thinking about just how much your conversion rate has shot up.