Grabbing the headlines and winning the traffic is one thing, but securing those all important conversions is a different story.
Advertising has changed. Before the audience were being told what to think and, in general, they went along with it, however, increased competition has meant customers are overly aware of the amount of choice available to buy their desired products.
This influences the way services are sold to customers. Driving them to a website is simply not enough, the landing page becomes decisive. Customers love choice, but why would they need choice if everything is being offered in front of them? This stages the landing page as the fundamental point of sale.
research
To help create a successful selling point, research fellow competitors and discover examples of success and failure. Remember the customer has choice; avoid the common mistakes and progress straight to the proven methods. However, never plagiarise content, this demonstrates amateur visionary and breach of copyright.
The primary focus to any campaign is to achieve customer engagement. Win their attention and the rest should transact smoothly. This can be done in a number of ways through copy and design, but the copy aspect is focal point today.
Bear in mind the fold when constructing the landing page. This is the initial view for any visitor and ideally where all the vital information and facts should be visible. Calls to action should always be available, whether as graphic buttons or hot text, customers rely on convenience and simplicity to progress their interest.
words of wisdom
Direct marketing demands compelling context over creativity. Copy serves the purpose of persuading the audience to interact with the brand. Say what needs to be said and let the audience do the rest; waffling on about how the product is amazing is not appealing! The target focus should be about them, the audience, not you the brand.
Customers should be questioning how they will survive without the product. If there was any doubt before entering the site, there shouldn’t be any when they leave! If money commitment is involved, spend a little longer building security for the customer.
emphasise keywords
Key points should be emphasised. Make them bold and big headed – anything that makes them stick in the mind of a reader. Visitors tend to skim content, with weighted keywords embedded more favourably than others. Negative vibes are costly, proofread sentences to ensure nothing is mislead.
In most instances the first paragraph is the decision breaker for whether a reader wishes to pursue initial interest. A short, precise introductory two line sentence should do the trick followed on by flowing copy compelled to around four lines each paragraph. Be judicious in approach; concentrate efforts on a sole product not multiple sales.
The copy is a single aspect of desired landing pages. Design is built around the content, therefore nothing should be left unmarked. Customer engagement is achieved through a combination of interaction techniques: colour, image, video and audio are all essential factors that transform visitors into conversions.
Are there any concepts that you have applied to landing page success? Share your ideas and discover that there are numerous strategies designed to implement conversions.