When it comes to landing pages, looks are important. But as in life, in cyberspace, just looking good is not enough to make a relationship successful. To attract attention and encourage the visitor to engage we need to create beyond a beautiful exterior. So what can we do extra to get a visitor to take action? This is an extensively researched topic and we want to highlight 3 focus areas that could boost your conversion rates; headlines, testimonials and media.
Sounds easy, doesn’t it? A catchy phrase, some reassuring comments and nice-looking video clip and you’re set up for success. The recipe, however, is not that simple. Getting it right requires quite some research on the customer buying journey. We have to understand what motivates a potential buyer to go beyond just window-shopping.
What this topic boils down to in simple words is that it is crucial to offer a solution to a specific need. Instead of telling your business story, you need to speak in answers and solutions to your customer’s own personal story. Your product or service has to meet a need in their life and improve it. There is a personal motivation behind every click which needs to be tapped very precisely.
Knowing what needs your product or service is answering to help in developing the most catching headline for your specific target group. It needs to make the reader hungry for more information and encourage them to proceed by clicking the CTA button. Here are a few examples of headlines that hit the nail right on its head:
Irrespective of the product or service that you are offering and the specific need it meets, people always need to feel safe in the choice they’re about to make. Adding reviews from happy customers on your landing page can help them feel secure in proceeding with their decision to act. Showcasing logos of awards your business has won or publications you have been featured in also increases the consumer’s feeling of making a ‘safe’ decision with a trustworthy source.
Thirdly, images and especially video content play an important role in your potential customer’s actions. Visuals are processed faster than written words by the brain so when executed well they can showcase the benefits you are offering much better than text, keeping the visitor’s attention. The longer you can keep the attention, the more time a potential client will spend on your site and the more time they have to decide to hit the CTA button. A visitor will stay on a web page with video longer than on a page with only text and images (5 minutes and 50 seconds versus 43 seconds on average to be exact). Using videos most definitely increases time spent on the page and helps increase conversion rates – providing of course that your video communicates the right answers to your customer’s needs.
One last piece of advice we’ll throw in as an extra is to always make sure your CTA button is clearly visible. It needs to draw attention if you want visitors to actually make use of it. Create enough white space around it so it doesn’t get lost or give it a contrasting colour to the colour most used on the page so it pops out. Next steps need to be clear if your visitor sees more in you than just your good looks!