5 Bottlenecks to Eliminate and Create Landing Pages that Converts Magnetically
5 Knelpunten om bestemmingspagina's te elimineren en te maken die magnetisch worden geconverteerd
Het plaatsen van banners op uw website was eens genoeg om uw websitebezoekers te converteren. Die dingen zijn lang geleden niet langer betrouwbaar voor bedrijven. Voer bestemmingspagina's in ...
Landingspagina's zijn gemaakt om één ding te doen, en dat ene is: CONVERTEREN ! Als het uwe niet converteert of niet genoeg omzet, leert u in dit artikel hoe u uw bestemmingspagina's moet ontwerpen, zodat deze uw websitebezoekers begint te converteren.
Definitie van A Landing Page that Converts
Afhankelijk van wie dit definieert, kan elke bestemmingspagina, die één webpagina op uw website is, worden aangemerkt als een 'goede bestemmingspagina'.
However, the interest of this article isn’t for you to only build ‘a good landing page,’ instead, you’re going to learn how to create landing pages that converts (magnetically), step by step.
You can design an amazing landing page that is colorful, has beautiful images, and a kid who loves colors and images, a colleague, or a friend, who the page isn’t built for, would define it as ‘good.’
Only settle for, and publish your landing page based on such definition of ‘good’ at your own peril.
A landing page that converts (magnetically) must be built to do one, or all of the following:
Make a purchase, sign up for a free course or product demo, or hand you an email address (and become a lead), in exchange for whatever you’re offering.
Simply put, actions are what you need whoever accesses your landing page to take.
They’re allowed to admire the effort you put into designing it, but as a business owner, or marketer, you don’t pay bills with admiration.
You realize the revenue to pay your bills, and remain in business when the visitors accessing your landing page take actions.
And that’s the perfect definition for a landing page that converts. Visitors, even you, if you fell on the page by mistake, should take an action on it.
Hence, primary consideration here is the action, which is in this case, a conversion.
What Makes a Landing Page that Converts?
Let’s start by reviewing the path a potential prospect takes to even access your landing page.
To fully get the picture of this path, you should take the position of the prospect you’d be creating your landing page for.
To access a landing page, you’re pointed to it either from a search engine organic display or ad, social media update or ad, links on blog posts (including guest blogs), email links, or from chats.
Whichever channel you access the landing page from, you only click through to find it because the headline, or anchor text it was buried under had a promise for something that interest you.
Hence, if you land on this landing page, and for one reason or the other, you don’t perform the action it was built for (you do not convert), one, or all of these could be blamed:
- 1You found something different from what you expected
- 2No clear instruction on what you were to do next
- 3Somehow you just lost interest (or couldn’t afford the click)
- 4The offer wasn’t worth your investment
- 5Not enough conviction or trust for investing
Now, step down as the prospect you’d be creating your landing page for.
Researching for this article, I put myself in the minds and shoes of the visitors each offer on a landing page was targeted at, then went on to point out the flaw(s) likely to stop me from converting.
They’re the same flaws I’ve led you to discover as bulleted above, and for the sake of this article, let’s call them ‘landing page bottlenecks.’
It’s now time to eliminate those five bottlenecks so you too can create landing pages that converts magnetically .
Getting Started
When you set out to create landing pages that converts, you’re free to look at successful examples. However, you must understand that each landing page is created for different purposes.
The rules are never set in stone, you must be intuitive. That is, you must take the time to think of a logical flow that’d guide your visitors to take the action you desire for on your own offer.
With that in mind, let’s take off those five repulsive landing page bottlenecks…
#1 Found Something Different
Your target audience would click through to be taken to your landing page because they had some idea of what they were going to find, or it appeared the answer to a query was deposited there.
If they land on the page and find something different, not only would they not take action and convert, they’d bounce off even before they’re landed.
What does this tell you? Your landing page must be congruent with the offer.
You’re allowed to wow your landing page visitors, only make sure you don’t do it by showing them something completely different.
Landing pages for businesses aren’t meant to solve puzzles, run IQ tests, or debug codes…
They’re created to convert visitors into leads, leads into customers, or customers into brand ambassadors.
The easiest way to achieve that?
Give the visitors landing on your page what they want, as plainly and as easy to get as possible. Afterall, it’s why they even visited in the first place.
Ingredients Of a Landing Page that Converts
Before you proceed to take those landing page repulsive bottlenecks off, let’s take an overview of what makes a landing page.
It’s necessary to do this because, when you’re trying to ensure visitors to your landing page don’t find it different from what they expect, you must pay attention to every detail.
Understand that your landing page can have all the ingredients that makes for a good one, yet still be different from what your visitors expect of it.
However, some ingredients of a good landing page include:
- •Headline
- •Subheading
- •Visuals (Images, Videos, or Graphics)
- •Description (Copywriting)
- •Offer (Copywriting)
- •Time bound
- •Testimonials
- •Social proof (Reviews and Ratings)
- •Call to action (CTA, Copywriting)
Headline
Headlines are the few first words usually placed boldly at the top of the page, which summarizes the offer on your landing page.
Your headline should, or must be relevant to the the offer.
If prospects click through to your landing page only to find a headline that’s different from what they expected, it could get them confused.
Result for that? High bounce off rate, zero to very few conversions.
It’s also best to make your headline a promise of some benefits, or a hook that arouses emotions from your landing page visitors.
Headlines are so important, renowned copywrighter, David Ogilvy, said once you settle for a headline, you’ve given out 80% of your power to retain your target audience.
If you lost $80 of your last $100, wouldn’t you thread with extreme care and caution?
For more on how to write killer headlines, that are also magnetic, read this Copyblogger article.
Subheadings
This comes just under the headline, and you should use it to add more flavor to the benefits declared by your headline, or get your landing page visitors more interested in your offer.
In some cases, if the headline isn’t clear enough, appears weird, or confusing, the subheading can be used to get your landing page visitors settled.
You must write your headline and subheading to produce the kind of interest that gets your landing page visitors to immediately start looking for how to click on your offer and convert.
The battle of creating landing pages that converts can be won or lost depending on how well you write your headline and subheading.
The only rule of thumb I know of, and perhaps the most effective way to get it right is to write both headline and subheading contextual to the offer, and your landing page visitors.
Again, you’d need some copywriting skills if you’re ever going to create landing pages that converts magnetically.
Visuals (Images, Videos, Graphics)
With great copywriting skills, you can grab the attention of your landing page visitors.
But without saying a single word, you can instantly snap the interest and mental participation of your landing page visitors to consider your offer and take action.
Some landing pages would not convert without visuals no matter how great the copywriting it is created with is.
However, that’s not even the case here. It’s easier, faster, fun, and more enjoyable to consume information when they’re in visuals.
Stunning images, or graphics are said to be worth a thousand words, while a minute videos is said to have the ability to convey the message 1.8 million words.
The primary reason why interactive contents (which gets website visitors to interact with content), are touted to be the future of content marketing is because they embed visuals into written contents.
Visuals can do the whole trick and help you create a landing page that converts magnetically, just ensure you use a visual that resonates with your target audience.
Description and Offer (Copywriting)
Once again, there is the need to stress the importance of fine-tuning your copywriting skills.
There’s no way around it, it’s just imperative that you’re able to wield words to your advantage if your landing page is to stand a chance of converting.
The description is your opportunity to explain your landing page offer in more details.
This isn’t a time to bore your visitors with features they may not easily relate with, instead, make your description centered only on how those features would benefit them.
Everyone is interested in ‘what’s in it for me?’ And so you should use your description to briefly provide answers to that.
If your description is top notch, you may even skip explaining the offer. However, this doesn’t undermine the importance of copywriting or visually presenting your offer.
Over to the offer, and you get another opportunity to retain the interest of your landing page visitors until they’re taking actions and converting.
What are you offering on your landing page that is unique? Why should your landing page visitors take action now and convert?
Breakdown everything on offer into bullet points to enable your landing page visitors consume all in piece meals.
Keep the focus on your visitors by ensuring everything on offer is a benefit or added advantage for them if they take action and convert now.
Still remember how a magnet works?
It attracts anything it can as long it is brought close to its magnetic field.
That’s what your landing page should do, that’s how you create a landing page that converts magnetically.
Timebound
Proscrastination is something we all have fallen prey to. Sometimes in-action creeps into your life when the better thing would’ve been to take action.
We’ve all encountered situations where everything we need to take action is at our disposal, yet we, for inexplicable reasons, decide not to take action.
The same applies to some, and maybe most, of the visitors that may be visiting your landing page. You may just need to push them a bit else they’d fail to take action and hand you the conversion you crave.
Have you ever seen things like ‘earlybird registrations for a lower fee,’ ‘80% off for the first 10 persons,’ ‘registration closes in 2 days time,’ etc, etc, before?
If you have, which I believe, that’s how you use the landing page ingredient of timebound to push your visitors to take the actions you want.
The goal is to raise the emotion of urgency and make visitors to your landing page feel like they’d miss out on something very valuable if the fail to take action immediately.
I, for one, have fallen for this on numerous occasions. And for each of those times I fell, I took action and converted on the landing page offer.
If you think your landing page visitors need some little push to start converting, make the offer on your landing page appear timebound.
Testimonial
Word of mouth remains the best form of advertising.
Why? Because people want to see and hear the feedback of others on an offer or product before taking the decision to convert.
Hence, if the offer on your landing page has received inspiring testimonials, use that to your advantage by strategically placing them on your landing page.
Some visitors accessing your landing page may even jump straight to the testimonials, ignoring your offer, visuals, and other landing page ingredients to make their conversion decision.
Since they believe the testimonials were actually written by the people they’re attributed to (and they should be), they’d trust that more than anything you could possibly have on your landing page.
So if you want to create landing pages that converts magnetically, and you have a handful of inspiring testimonials from past customers, please insert as many as you can on the landing page.
Social Proof
Social proof can come in different forms.
If the offer on your landing page has been, or is been used by influential and famous people, or brands, signifying that on your landing page is a social proof.
If it has received positive ratings and reviews, that’s another form of a social proof to be included while creating your landing page.
People would always trust what others say of the offer on your landing page more what you’d ever say about it.
Hence, if you have a handful of positive reviews and ratings, you’re armed with more reasons to get your landing page visitors to convert magnetically, and so you should use that to your advantage.
Call To Action (CTA)
I’m a fan of saving the best for last.
When it comes to the creation of landing pages, nothing could be more important that your CTA.
A click on your CTA is the action you want your landing page visitors to take, and that is what would hand you the conversion you crave.
The CTA importance has risen so much some marketers, known as CRO’s, specialize only in studying variations of its usage to drive better conversions.
Creating a landing page you hope would convert magnetically without a CTA is like a farmer dressed up for work on his farm without carrying any tools.
If you want your landing page visitors to only admire the designs and effort you’ve put into creating it, forget to insert a very clear CTA, and you’d achieve that.
CTA is the instruction you give to your landing page visitors.
Make it very clear and strategically positioned it’s one of the first things they see once they visit your landing page.
I’d advise you to use a different color for your CTA button, and place it where it wouldn’t have to compete with any other thing on your landing page for attention.
In the examples you’d review below, take a close look and you’d recognize the importance of paying serious attention to your CTA’s color and placement.
Concisely, for you to create a landing page that converts magnetically, it must have a CTA, and it must also be placed very visibly on the page.
Putting the Landing Page Ingredients Together
For very simple offers, the treble of headline, subheading, and a good call to action does the trick sometimes.
However, it’s usually dependent on the offer, the target audience, and weight of investment required.
As a rule of thumb, and according to the examples I found while researching this article, the higher the investment you require of your landing page visitors, the more ingredients you need to add.
You don’t go to a local manual mechanic to buy a brand new 2018 model Ferrari car, do you?
Keep your answer, because you wouldn’t even find one there.
How to Ensure Your Landing Page Delivers What Visitors Want
So to curb the bottleneck of your potential prospects not finding something different from what they expect on your landing page, you must create your landing page contextually.
That is, before you even begin to attend to the ingredients explained above, you must take out the time to do some primary assignments first.
And what are those primary assignments?
- •Customer personas
- •Keywords (and keywords intent)
Customer Personas
By customer persona, do I mean demographics?
No!
Demographics is only a part of this.
You’re trying to acquire something from this prospect, you’re not just going to pass or share information like you’d normally do in a blog post.
So what should you do?
Dig deep, the deeper, the better.
The more information you can gather of them, the most likelihood that when they land on your landing page, they’ll willingly convert as you want them to.
I’d help you here…
Provide answers to these simple questions (keep them to yourself and the purpose for which you’d be creating your landing page), and you’d stand a great chance of eliminating the first bottleneck of ensuring your landing page delivers what it’s visitors expect.
1 What’s their most likely demographics?
2 What challenges could they be facing?
3 What goals are they longing to accomplish?
4 How do they source and consume information?
5 How bad could they possibly want your landing page offer?
6 How much can they afford or spare?
Keywords Research (and search intent)
This is the armory online advertising has over traditional advertising.
Using the search engines, prospects actually take the first step in researching for what they need as reflective on the keywords they use in their queries.
Since your landing page could be what they need, you’re handed the advantage of finding those keywords, and using same to contextually create your landing page.
While you may not be trying to rank your landing page on the front page of the SERP’s, finding those keywords would help you ensure you create a landing page that’s congruent with what your prospects are actively searching for.
To further fine-tune it, you also have to consider the search intent.
If keywords research helps you discover queries your prospects have, search intent guides you to confirm if creating a conversion landing page would be worth the effort.
For example…
“Top ten digital marketers in Nigeria" is very different from “hire top digital marketer in Nigeria."
While the first query could be anybody looking for general information, the second query is most likely with the intent of hiring a digital marketer.
What should you, trying to create a landing page that converts learn from those two keywords?
Again, I’d tell you…
The first query, even though the person making the research fits positively to all the questions you answered above, is looking for information, give him/her that with an article or a blog post.
The second query appears like someone ready to hire a digital marketer.
Even if they don’t fit positively for all the questions you answered above, create a landing page demonstrating yourself (or your client) as a top digital marketer, giving the prospect the easiest way to hire.
Most importantly, in the context you believe this prospect, as reflected on your customer persona, would love, and convert.
Putting it Together
When you’re creating your landing pages to ensure your website visitors love it and convert, aside the call-to-action, which is compulsory, you’d have to decide what other things to include.
Would a headline, subheading, and description work?
Or, do you need to make it time bound?
The answers are always hidden in the research, that’s where you’re guaranteed to make the best decisions.
I don’t like to base my insights so much on examples.
I believe once you do your assignment thoroughly, that is take the time to research your customer personas, answer the questions I raised above, do keywords research,…
…and factor the keywords intent, you should use your intuition coupled with the information you’ve gathered, and you’d definitely create a landing page that converts.
However, to make it easier for you, let’s review some examples, and see why they qualify as landing pages that converts.
Disclaimer: there’s no guarantee that basing your assumptions only these examples would make your landing page convert.
Like I’ve mentioned earlier, there’s no shortcut, you must do your research, and use your intuition contextually.
Harry’s
If I was looking to get a shave, I’d buy this bad boy right here, even if I created this landing page.
As you should know, this is primarily targeted at men. Men don’t like noise, show them something rigid, prove it’s of good quality, and show them how to buy it.
What do you get if you do that on your landing page?
Deal! Now show me the checkout.
Notice how the colors of the shave matches with the call to action? Obviously, that’s the only two things they want you to see.
This one has images of the sold item, whose name is also the headline (so apparently no headline), the option to choose a color of choice, and most importantly, a very clever call-to-action.
Casper
If you’ve had a bad experience with your mattress and wanted to buy a new one, what’s the first thing you’d lookout for?
See if what’s below “The Casper," at the top left hand corner on the landing page above answers that question.
Putting up that review serves these purposes…
A humble brag to prove their quality and to assure their prospects that others have enjoyed their product.
Again, what’s the one thing stands out the most?
The call to action!
They included a video for those who may need some more convincing, an image to match, a headline, and a straight to the point offer/description, all excellently copy-written.
Indochinno
Here I must stress this…
Science claims that the left side of the brain does more of calculations, while the right is more of for visual processing.
And that’s what you have displayed on this landing page.
The irresistibly gorgeous image on the right is meant to influence your calculative left brain to just ignore the figures and convert on this landing page.
Because it’s not easy to convert on such offers, hence, you can see the copy is longer and so on point, and an incentive (free shipping) is also added.
However, asides the gorgeous image, the other thing most visible on the landing is once again, the call to actions.
In this case there are two CTA’s. The reason?
Prospects may not be willing to convert immediately, but giving them the opportunity to customize their own suits, Indigo qualifies them as MQL’S (Marketing Qualified Leads), which they can follow up with email marketing.
Finally, you can see with me that when attempting to ensure your landing page visitors find exactly what they want, there are no rules.
After doing your research, you’re to use your intuition to decide which landing page ingredients to include.
I’d normally recommend you spend more time on the research.
This is because there’s a pool of landing page builders to choose from, which offers you simple drag and drop landing page building abilities.
#2 No Clear Instructions on What to do Next
In a world boasting of so much advancement, people should know exactly what to do without instructions.
Unfortunately, that’s very far from what is the reality.
Obviously, it appears the more the world is becoming advanced, the more people need instructions to take actions.
However, because these instructions are favorable to your business, and is what you create your landing page for…
Always INSTRUCT your landing page visitors to take the actions you want.
Using your intuition, and backed by your research, create your landing logically so that it directs, or instructs your prospects to take the actions you want.
This is why I think the call to action is arguably the most important ingredient you should have on your landing page.
Borrowing a leap from the example landing pages above, you’d see that the call to action, which is the instruction of what prospects should do, clearly stands out.
Let’s look at one example…
Koala
For their mattress, Koala has a very long landing page that spans up to eight pages, or sections.
All the ingredients I know a landing page should have is found on this one.
The investment, or action they require of the visitors to this landing page is high, hence, like I mentioned earlier, the need to include more ingredients while building their landing page.
However, for the sake of our consideration now, which is to always give your landing page visitors instructions on what to do…
…Koala has that clearly distinguished on each section, or page on their landing page.
I couldn’t capture the full picture, but looking at each section captured, you can clearly see that the instruction is clear.
On the front page, which is the first section of the landing page, you have two instructions, ‘ADD TO CART’ and ‘Buy Now’ (my lovely screen capture software, Evernote, decided to shade the second one).
The second section highlights many reasons to buy, and an outstanding instruction, which lovely Evernote shades again.
More visuals, more attempts for convincing prospects, and a clear instruction, ‘GIMMIE.’
All the rare incentives are highlighted, however, the instruction stands out the most, ‘BUY NOW.’
Putting it Together
Never fail to instruct your landing page visitors on the actions you want them to take. Never assume they’d know, they may never know what to do.
If you fail to instruct them on the action you want them to take on your landing page, and they fail to know what to do, that’s a loss for your business because, your competitors would be glad to instruct them on what to do.
For the records, using this landing page alone, which has a clear instruction, ‘BUY NOW,’ Webprofits reports Koala grew from 0 to $13M in revenue over a one year period.
Isn’t such abrupt change in figures enough to spell out the instructions on the actions you want your landing page visitors to take?
#3 Retaining Interest
Retaining prospects interest is difficult. A better way to explain this would still land you on the fact that it is really difficult to retain your prospects’ interest.
Back in 2014, Microsoft conducted a research, and reported that humans’ attention span had shrunk from 12 seconds in 2010 to a staggering 8 seconds in 2013.
Coversion XL says it takes just 2.6 seconds for the eyes of your website visitor (landing page in this context) to land on the area that would make an impression.
Ion Interactive, an interactive content agency, reports that people form impressions in just 1/20th of a second.
Mind you, all those dependable statistical reports are merely talking of earning your prospects attention, we haven’t even mentioned interest yet.
But of course, you must win attention before you earn the interest of your landing page visitors.
The simple truth is that no matter how good the offer on your landing page is, without an interest from it’s visitors, they’d not convert.
It’s the interest in your landing page offer that’d make them to adhere to your instructions, and ultimately lure them to click on your call to action.
So, how can you retain interest until they take those actions, convert, and bring you the results for creating your landing page?
There’s no easy way around this one. You must squeeze it out, you must give them reasons (as many as possible) to take interest in the offer on your landing page.
Reviews, social proof, ratings, exceeded value for them if they invest in your offer, in fact, anything you can lay hands on, please grab it.
Do I need to remind you that there’s a myriad of activities on the Internet begging for your prospects attention and interest?
The earlier you consider earning your prospects interest as a war, the better for you.
Let’s use an example to illustrate getting rid of this landing page conversion bottleneck…
Unbounce
Where else can you turn to draw the inspiration on how to retain your landing page visitors’ interest than landing page builders, and experts, Unbounce.
If you take a close look at the landing page above, you’d agree with me that earning the interest of your prospect until they take the actions you desire and convert is really difficult.
Almost every ingredient a landing page should have is contained on this Unbounce landing page.
Unbounce knows that their target audience would definitely contemplate signing up for a landing page builder when they should normally have in-house developers.
To retain their interest, they start with the figures already employing their services.
If one still considers that huge figure a fluke, they move on to highlight the well-known brands already signed up for their services…
Then they a insert a row of a very daring and positive review from a happy customer along with a click to watch video where prospects can see for themselves how effective their landing page builder is…
Still haven’t earned your interest?
They proceed with more ways they help businesses, inserting a video highlighting how their landing page builder also helps to drive more leads…
…then the most shocking one. They don’t ask you buy to ‘BUY NOW,’ instead, their call to action says ‘see all features.’
I don’t know about you, but the first time I landed on this landing page, Unbounce earned my interest. And because they did, I’m a potential customer.
However, seeing that Unbounce is in itself a landing page builder company, the only thing they did to build this landing page was the research we mentioned earlier.
To retain the interest of your landing page visitors until they convert, there’s no other way other than you doing your research thoroughly.
#4 Making Your Landing Page Offer Worth the Investment
Sometimes, you know (from your research) that prospect won’t just convert immediately.
Instead of entering a war you’d lose, removing this fourth landing page bottleneck is how you ensure the investment, or action you require of your landing page visitors is worth their investment.
This is the moment when you put yourself in the shoes of your prospect and ask yourself, ‘if I was in the opposite direction, would I convert on this landing page offer?’
What’s the point using your landing page to market something even you wouldn’t have converted on?
Unfortunately, I must stress it that you can’t make your landing page offer worth the investment, the offer itself must worth the investment with or without the landing page.
So, what this means is that you shouldn’t bother creating a landing page that converts for an offer that’s not worth the investment.
Irrespective of how colorful a landing page is, even if it’s rich with all the ingredients a landing page could ever have, if the offer isn’t worth the investment, all your visitors would do is admire your efforts…
…as for conversion, they’d not.
However, some offers are really worth the investment, yet been frank with yourself, you’d still know your visitors won’t convert immediately.
How do you fight this?
You decrease the investment by either allowing them to use the product for a limited time, or forever, with the option to upgrade in other to enjoy some reserved features.
Let’s turn to two examples for inspiration…
Slack
Slack is smart enough to know that what they offer wouldn’t appear very new to their prospects. However, once someone started using it, they’d see the need for Slack in practise.
Hence, on their landing page, they don’t ask prospects to ‘BUY NOW’ or pay for anything now, they allow you to ‘GET STARTED’ for free.
So obviously, their conversion is a light investment. And what’s worth trying out something for free?
Answer? A landing page conversion!
Afterall what would their prospects have to lose? They can ‘GET STARTED’ immediately for free, if they don’t like what they get, no one bothers them to upgrade to a paid plan.
And the result?
Even myself haven’t left Slack ever since I started using it to collaborate with my teams. I currently work with a team of three organizations, which are all on paid subscription.
Even though the conversion on this landing page is free, they still go ahead to humble brag with the known brands already using their service (my screenshot didn’t capture the ‘You are in Safe Company.’)
The bottomline is that your product may be too good but prospects visiting your landing page may still consider it not worth their investment.
So instead of instructing them to convert by buying or adding to cart right away, convert them by allowing them see the product for themselves.
However, the fact that you consider it a free conversion doesn’t mean you shouldn’t include the other necessary ingredients a landing page should have.
Shopify
Another classic example to draw inspiration from is Shopify.
Without an atom of a doubt, Shopify is one of the best eCommerce platform out there, however, when it comes to getting prospect to switch to their platform, they know it won’t be easy.
Of course people have the natural tendency to resist change.
Like in the case of Slack, on the Shopify landing page, they invite you to get started for free. It’s obvious they’re only reducing the investment for you to convert at first.
Once you step into the wonders of the Shopify platform, they know prospects won’t need another landing page to convert.
Even though they instruct their landing page visitors to convert by getting started for free, did they fail to add other ingredients a landing page should have?
NO!
You shouldn’t do any different if your goal is to create landing pages that converts.
#5 Fighting Landing Page Trust Issues
In a world of over-promising and under delivering, trust isn’t something you pick up by chance.
Because trust is hard to come by, you’ve got to give prospects coming to your landing page real reasons to trust you and convert.
I personally believe trust is the sole reason why word of mouth advertising would remain the best form of advertising.
But it’s your landing page we’re talking about here…
…while you may not have people to convey by word of mouth to each prospect visiting your landing page why they can trust you, you just have to prove it them as much as you can.
When it comes to eliminating trust issues bottleneck from your landing page, have it at the back of your mind that prospects would normally have doubts about the offer you want them to convert on your landing page.
It’s an established fact that people don’t buy from businesses, instead, they buy from people they trust.
Hence, a good place to start would be to present the offer on your landing page like a real person who your landing page visitors can trust, as against a business aiming for their pockets.
Let’s use one example to draw inspiration from…
Medium
Of all the Apps I have installed on my mobile device, Medium is my favorite. I don’t like Medium, I love it.
Reading at least one article on Medium is about the first thing I do immediately after I say my prayers every morning. Yet, when they introduced this Open PayWall Program, I somehow didn’t trust it that much.
In my last two published articles on Medium, I resisted locking my article and joining the Partner Program simply because I didn’t trust it so much.
After being led to their landing page that describes the program and how it works, I’m now converted. Simple! (Though I’d still publish for free)
I captured only three sections of the landing page, however, you can see how they took to time clear every doubt one may have of the program so as to earn their trust and convert.
If you know (again from your research) that visitors coming to your landing page may be skeptical about what the landing page is offering, that should give clues that trust issues could hinder your landing page from converting.
Hence, don’t give a blind eye to it and assume you’d find luck getting your landing page to convert.
Luck isn’t a commodity, so don’t ever hope to find it, or include it while creating a landing page if you really want it to convert.
Just like Medium has done on the landing page above, take the time to explain to your landing page visitors all they need to know.
Use all the ingredients a landing page should have such as reviews, testimonials, social proofs, and anything at your disposal to earn the trust of your prospects.
If you do this, you’d create a landing page that converts magnetically.
And if you put all the five landing page conversion bottlenecks I’ve tried to show how to eliminate in this article, you’d definitely be creating a landing page that converts magnetically.
Conclusion
You can create a landing page that converts. Using a mix of your intuition and a thoroughly done research, I know you can!
I know this because, the same steps and consideration I employed to create my first official business landing page is what I documented in writing here.
I didn’t use my own landing page as an example because it’s still a new baby, but with the reports so far, I’m sure I created a landing page that converts.
Hence, you too can.
Its simple: do your research thoroughly, consider all the ingredients a landing page should have, use the once that are relevant to your offer, make sure you instruct your prospects to take the actions you want them to take, and seek to earn their trust.
Do you think there’s a better way to create landing pages that converts?
I’d love to hear it and apply same while creating mine, please share with me in the comment box below.
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Source: blog.markgrowth.com
