Are you 100 % sure that your web site encourages visitors to buy your products? Or are you loosing potential customers who have found you but don’t know how your offering can be of value to them?
Once I was browsing the Internet looking for a laptop shade. It is a special widget to prevent from reflecting the sun when you want to work with your laptop outside, sitting on the grass somewhere in the park in a lovely sunny weather. But, being a non-native English speaker, I did not know the exact name for it at that moment and I was trying various keyword combinations, such as laptop screen protector, laptop foil, prevent sun shine laptop, use laptop outside etc. And I couldn’t find what I was looking for.Anyway, there are just few companies that sell this “device” and fortunately, I found one of them after typing in “laptop screen outside” desperately. Browsing the pictures of funny black gadgets sticked to the screen, I already saw myself sunbathing at the beach during my most busy working hours. But I didn’t buy immediately. I sneakily picked the keyword “laptop shade” they used on the website and continued my search in order to find more attractively-looking shades.
This short story is probably something you get through every day, maybe without conscious realising. And your customers do as well. Once they find you, you probably want them to buy from you, not to leave for another company. For this purpose, your website can be an enormously powerful tool if you build it the appropriate way.
Why More Visitors Will Buy from You
First of all, consider your target niche. Who is looking for a laptop shade? A young, fashionable “lady” eager to look well at every moment (well, I’m not, but…), or “Mr. Sayso”, a builder notoriously careless of the design but prefering utility functions? In fact, they might be both really interested, but to address their individual concerns and desires adequately, pick just one of them and try to attract THEIR senses and create an emotional momentum that will appeal specifically to THEM.
So close your eyes now and think. Who is looking for your products? What kind of people is most likely to buy one? Who will buy even more than one? After all, who is prepared to pay fortune for your products?
Having done this exercise, there is time to think of the content of your website. It is recommended to pick just one page that will be dedicated to one particular group of people looking for one particular product. As this will be the page where your potential customers will “land” from their Internet search, we call it a Landing Page.
All your pay per click campaigns, whether you use Google Ads, Yahoo! Search Marketing, Microsoft’s AdCenter or whatever else, all these ads promoting your particular product to a particular audience should point at your landing page developed exclusively for this product and this audience.
To achieve high conversion rates, which means that a high percentage of your visitors will finally buy something; each single word should mirror THEIR perceptions, THEIR opinions and, most importantly, it should refer to THEIR wants.
So what is the process to develop a landing page that will boost your revenues?
7 Steps to Make Your Landing Page Bring You Actual Sales1. Define the purpose of your landing page
The first step when creating your landing page should be setting a goal you want to achieve. What is it that you want your visitors to do?
2. Create an irresistible desire for your product
To succeed, always list benefits of your products or services; not features. What is the difference? Benefits mean something valuable to the consumer while features are just descriptions of your product characteristics.
3. Include a Call-to-Action
Once you have decided what you want your visitors to do and after revealing all the benefits they can obtain, it is crucial that you tell them what to do next. It must be crystal clear what they need to do in order to buy the product.
4. Keep it simple, stupid
To keep your visitors focused on the steps you want them to take, keep all possible distractions away. That means, your landing page should not be stuffed with links that will direct them away from the page.
5. Generate trust
6. Make your ordering process clear and secure
In general, over 60 percent of online shoppers abort the ordering process. It’s a pity that after gaining their attention, interest, desire and even after beginning of the purchase you may lose them due to a complicated, unclear or unsafe ordering process.
7. Optimise your title, meta tags, headings and links
You should always use the same keywords which also appear in the copy of your page, title tag, meta description etc. Any keyword phrases which are used in your meta tags only, will not have enough prominence to help your listings for that phrase.
What Should an Effective Landing Page Look Like?
To give you a better idea on the issue, we have created a sample landing page for our 3R Success! Newsletter. Its purpose is to make people sign up for the monthly newsletter with sales, marketing and leadership articles.
This article was written by Simona Rusnakova and Peter Lawless from 3R Sales and Marketing – https://www.3r.ie/.