As an affiliate, website owner, or an employee charged with increasing website conversions, your goal is to tak the visitors reaching your landing page, and turn them into sales, or at least sales leads.
It’s true, your business also wants more visitors, but that’s either not your goal at this point, or someone else’s. You need to be able to transform the visitors you do have into consumers before you worry about getting more of them.
Unfortunately, you like many people, may not be sure how to do this.
Let’s find out what a landing page is for, define your goal, and then go through a few techniques to help get your landing page converting.
A bit on the landing page
The landing pages aim and design is focused at encouraging visitors to your site to purchase or further inquire about a service or product. It will introduce your product or service, explain the benefits of it, qualifty this through further description, before developing trust in your brand through customer reviews or statistics, to justify the purchase or that will convince them to part with their money.
A good page will be brief, go straight to the point, create loyalty, appear genuine and honest, won’t be too “salesy”, and will offer solutions to the visitor.
To do this, it needs to first understand their interests or wishes. You ought to tailor-make the content to answer their needs, and should be simple in design for easy interaction. By the time a consumer is reading the Call to Action, he/she will feel convinced or confident to trust that the service or product you are offering is worth buying.
1. Define Your Goal
Generally, a Landing Page focuses on optimizing the conversion rate. However, to achieve this, you need a strategy. By the time you are creating the page, you should have clarity of what you want.
If your main goal is to get the visitors information, for instance, user’s name, phone number, email address, or enterprise name then you will require a Lead Generation landing page. It will give you an idea of the customer’s desires, the problems they are facing and the expected solutions. A good page will not only offer the right solutions but also creates trust and product loyalty.
You may already have an idea of what a visitor will want. For example, you know that a particular toy is trending and all that consumers will be looking at are the most competitive prices and convincing that it’s the best on the market. In such a case, you will first warm their hearts with what you will be offering, what to expect, why your service or product is desirable. You will need what is known as a Pre-Lander. It will feature a Call-to-Action without too much information or distractions.
2. Don’t be Too Generic
One reason why many landing pages have a low conversion rate is their basic and generic design. It will beat around the bush before actually stating its intentions. And considering that many consumers don’t have time, many will simply leave the page before they get to the Call to Action.
You should straight to the point right from the start. A visitor should get an idea of what the page is all about, the product or service on offer, and also get their attention. Using a good heading or posing a question are some of the ways to delve right into the product or service. Using bullet points (3-5) to summarize your intention or varying the colors also helps.
3. Keep It Simple
Lead Generation is key to Conversion Rate Optimization (CRO). Unfortunately, cluttering the page with lots of unnecessary details, or requiring the potential buyer to fill in too many questions is a setback. Not only will many people not be willing to answer the questions but will give up halfway through the process.
It’s vital to make the process as simple as possible. Create a single page, and only ask for the most important questions which include the name, phone address, and email address. You can always ask other questions later on as you continue to interact with the customer. The input boxes should be clear, well-aligned and the visitor should be able to easily go back to the previous page(s).
4. Match the Message
Imagine viewing a page that talks about a vacuum cleaner and on clicking a link on the same page you end up on a page that is talking about electric car jack? You will probably close the page and move to the one from a competitor. You should avoid message mismatch as this sends warning alarms to potential consumers. They may think it’s a scam or the website isn’t genuine or lacks honesty.
Ensure there is consistency in the landing page as well as related ones and also make certain the CTA button provides similar information as found on the links or headline. Message mismatch usually happens when updating the pages and it’s important to be extra careful when creating the affiliate links.
5. Build Trust
Many consumers will shy away from any page that doesn’t look genuine or honest. Some will worry about the quality or reliability, others are afraid of losing money, while some will be fearful of side effects from using a substandard product.
Including real recommendations from previous or/and current consumers helps to gain trust from potential customers as well as building brand loyalty with existing ones. You should request people who have used the product to offer testimonials and ensure to use their “real voice” and avoid generic phrases.
Big brand names do a good job and you should always seek permission to post their company logos on your landing page. Avoid fake/phony reviews as consumers and experts will discover this sooner or later and will doom your company’s/ personal image.
Many affiliates fail to convert the views into sales because of a poorly optimized landing page. What’s more frustrating is that most spend lots of money, effort, and time. By following the above tips, you should be able to improve Lead Generation, boost CRO, create trust with visitors and most importantly convert the increased views or traffic into cash.
You should also know that it takes research and constantly trying new techniques since there is no One-Fits-All technique that will deliver constant results throughout. Try to be creative, always keep it very simple and stay focused.