Reverse Engineering a Successful Landing Page
A landing page is essential to every business. Everyone’s got one, but not many actually convert visitors into customers successfully. In this blog, I’m going to explain why by reverse engineering landing pages that achieve what you are after:
Landing Page Definition
But let’s start with the definition – A landing page is “a web page which serves as the entry point for a website or a particular section of a website”.
This means that it’s highly important for your website as it will be the first page most visitors see and will define the success of the rest of your website.
1. Too many options are overwhelming
If you give individuals too much choice, they often slip into analysis paralysis. They’re overwhelmed and won’t choose any of your products.
HOLD up… You don’t need to delete your whole catalogue of products to improve this problem. Instead you should focus on categorising your product range into chunks.
This allows visitors to choose categories that are best for them and then decide from smaller number of options within the category.
A great example of this process of categorising are supermarkets. They have a huge range of products in store. However, they chunk similar products together, such as fruit & veg, meat or bread, making it easier for the customer to move through the store and make choices.
Think of your landing page like a shopping experience… how can you chunk products or services by your visitor’s needs?
BUT… Do still offer choice within the categories. Research has shown that between 2-5 options leads visitors to pick between your different products instead of picking between your products and competitors’.
2. People WANT to purchase, but make it Convenient
People pay for results and convenience. If you can generate them results or make what they do more convenient, it doesn’t matter what you charge. People will pay for it.
Those who purchase are actually better customers.
The purchase gives them a sense of accomplishment, pride and ownership, meaning they’ll value the products or services that they’ve bought.
They’ll even offer reviews, constructive criticism and advice on how to improve your offering.
So, while it matters to a certain extent what others are charging, don’t worry too much. Focus on the value you can add to your customer and the results AND convenience you can bring them.
3. A Loss is more important than a Gain
Humans respond more actively to loss aversion than to gain.
Even though £1 is still £1 whether it is gained or lost, losing £1 that is earned is more valuable than earning a £1 that isn’t ours.
So, what does this mean?
People respond better to you telling them what they’re missing out on rather than how they can benefit. This can be expressed through the fear of missing out or the opportunity cost of the person not acting and buying today.
Thus, you need to intermix what your customers can gain from buying and what they stand to lose by not. This can be put into your product description on your landing page or as separate points and will increase conversions significantly.
4. Answer all customer questions
Customers will have a lot of questions about your product or service.
AND your landing page should answer as many of them as possible.
We’ve listed the most common ones below and how you could answer them:
Q: Why do you deserve my business?
- Unique Selling Points: demonstrate what makes your business stand out from your competition… goes without saying really. But make sure its what they want not what you think they want with the Kano model
- Longevity: how established you are can be make a difference to whether the customer feels they can trust your brand.
- Customer service: show that you’re good at dealing with after-sales services and will help the customer to install, implement or improve after a purchase is made.
- Success stories: how your previous customers have been helped and the impact your product or service has made with them.
Q: How can I justify this service?
- Price: communicate why your offering is worth the price you’ve set and how you can mitigate the cost to them through monthly or split payments.
- Value: convey the value that your product or service will bring to your customer. Don’t forget to add in what they could miss out on from not having your offering. See our blog on 5 Questions to Highlight Customer Pains to learn more about this.
- Solutions: explain the solutions that your product or service gives your customer… What are the results? What is the convenience or time saving associated? How else could the customer spend the time, money or effort they’ve saved from buying your offering?
Q: Where do I go from here?
- Contextual Links: Each visitor is on a unique journey and you should offer alternate paths for them to navigate your site with relevant links to other pages in the text.
- Calls-to-action (CTAs): Do have alternative paths, but also have a primary path that takes visitors to a conversion point and don’t assume customers will intuitively know.
Q: What if I have problems with a purchase?
- Communication: Offer easy and quick responses to any problems the customer has. Provide multiple contact options and let them know about how fast you will respond.
- Product quality guarantees: Outline any guarantees you offer, what they can expect in terms of quality and what they should do if the purchase doesn’t meet their expectations.
- Return policies: Let customers know what happens if they wish to return a product regardless of whether it is a quality issue or customer mistake.
Q: Can I trust you?
- Industry recognition: Display any awards or organisation memberships that your company might have.
- Policies: Provide links to your policies in key places to ensure GDPR compliance and assure visitors that their data won’t be misused.
- Authority content: Publish content that demonstrates your skills in your industry – this will make you stand out against your competition.
- About us: Create a page that shows the people behind the company and informs visitors of your story in a human way.