Building a landing page that speaks to your audience is a crucial part of converting your prospects into customers. It doesn’t matter what type of business you run, the principals of building the page are the same.
Here are 5 techniques that will help you build a landing page that will increase your conversion rates:
1. :: Set Your Goal
What is the goal of your landing page? While it seems incredibly simple, most advertisers forget to outline what they want to achieve before they start writing the content for the page. If you don’t know what you’re trying to achieve, you can’t guide the consumer to their final destination.
2. :: 25% Features, 75% Benefits
No one cares how many new features the latest gadget has. They care about what those features mean to them! Ask yourself these questions, “How do these features make my life easier? Why do I need to buy this new gadget right now? What am I missing if I don’t buy this now?” Think about how you shop online, what is the first thing you do when you find a product you’re thinking of purchasing… you look at reviews. You’re looking for a reason not to buy that product. You’re making sure that it is a good investment of your money. And if the advertiser has done their job, you are building value proposition as you do your research.
So how do you build value on your landing page? Focus 25% of your content on features and 75% of your content on the benefits; how that product or service will make the consumer’s life easier. In preparation for a landing page design, I like to list out all of the features my product or service has. Then I go through and get rid of the weakest ones. Just because I can list 20 features, doesn’t mean I should. Then explain the benefits of each feature in one sentence, if possible. Then when you review all of your features and benefits, go through another round of cuts. If you are not enthused about the features and benefits you’re toting, neither will your consumers.
Be concise… consumers are always in a hurry and should be able to digest every feature and benefit within 30 seconds.
3. :: Consider Your Advertising Channel
Where is your traffic coming from? Sessions being driven from Facebook are very different than those being driven via Google AdWords, remarketing campaigns or email campaigns. Although it’s not always necessary, each one of these may need their own landing page to increase the probability of a conversion.
For instance, a customer seeing your remarketing ads is in a very different position in the conversion funnel than someone who has just found your website through a Facebook prospecting ad. They have already seen your website, are most likely familiar with your products. Depending on your remarketing offer, and how pointed your remarketing ads are, you want to take your remarketing audience to a landing page that is more focused on the offer and the conversion, than building the value proposition.
4. :: Guide Them Step By Step
Each section of your landing page should have one purpose, move them closer to converting. As with any goal one wants to achieve, there has to be a plan in place to make that target become a reality. Think about your thought process when you become aware of new products or services. What do you want to know? What is going to peak your interest to research further? Why do you eventually buy a product or service?
If you can answer those questions, you can build a funnel that will drive conversions.
5. :: Ask Them To Commit
The final step to getting your consumers to convert is… Ask Them To Convert! If you don’t ask potential customers to purchase, they will most likely leave without purchasing. A strong call-to-action that is clear, concise and easy to see is one of the easiest and most impactful steps you can do to increase your conversion rate.