Are your Advertising campaigns enticing uninterested visitors ?
Are these visitors leaving you without taking any action ?
And these visitors were procured through costly campaigns with PPC and Online Advertisement ?
Is your Customer Acquisition Cost through online marketing is too high ?
Then it is time you should put your house in order and work on increasing the opportunity of a visitor to convert to a lead and hence a customer.
How it can be done ? Simple … give your 45 minutes.
It just requires your 45 minutes to change a non-converting, Low ROI and High customer acquisition cost of the campaign to a highly efficient and effectively converting campaign.
Assuming there is no problem at the campaign end i.e. either in PPC Campaign or in online Advertisement Communication and your relevant customer is getting attracted, then we will concentrate with the problems with Landing Page where the visitor reaches, after he has taken action on your enticing advertisement.
Now, he lands up on your website/digital asset after clicking on the advertisement at the publisher’s website.
You have already sold him to an idea which was stated on your advertisement.
What he finds here will either motivate him to stick and listen (read) more to what you have to say or will leave immediately if he does not like what he sees.
This page where he has landed on, is called the Landing Page. And it is very important that he should like what he sees here and stick on to read more and hence take the action which would make him fruitful to you as well.
So, isn’t it obvious that you need to optimize the Landing Page and with that what we don’t only mean optimizing the page technically (which we will cover in a separate blog all together) but optimizing the message for the customer from customers perspective.
Steps that a customer take when he reaches the landing page :
1. Visitors find what he is here for (Finds his objective material)
2. Finds it valuable enough to commit his resources (Value)
3. He knows what to do in order to complete his objective (clarity of CTA)
4. Has understood what action is expected from him
5. Performs the action
6. Gets the expected Value
7. Gets the preview of what other value he/she can take from the page
8. Goes back and returns for further value
What will make the Landing Page efficient on selling the value, which you had sold so efficiently on the ad to attract him ?
Taking care of the following aspects in the landing page will prompt the customer to take the action quickly:
1. Context Consistency
2. Identifiable Value Proposition
3. Relevancy & clarity of Information w.r.t. visitor
4. Expected action spelled out
5. Clarity of expected outcome
6. Eliminate distractions from the Page
7. Reduce the Anxiety quotient
8. Build up the Urgency of Action
CONTEXT CONSISTENCY :
There should be perfect match between the message of the ad and the communication on the entry page of your website. Even if you have described the same thing in different terms, it will change the context for the visitor, that will get him confused and you might expedite his exit.
It’s not only the message but also the design that shall be consistent. The change in colour or design at the entry page for a visitor who had clicked the ad and reached the entry page on your site can lead a visitor to think that he has clicked the wrong banner or link and it might expedite his departure or exit faster.
CLEAR VALUE PROPOSITION :
There are numerous examples where landing pages are not showcasing a clear value proposition to the visitor. The visitor wants this question to be answered first, “Why should I listen (read) to this company’s proposition? Where Is it going to help me in my objective? Why should I read more of what you want to say ?
MESSAGE RELEVANCY :
The buyers could be at different stages of buying cycle and the message that attracted and the one on the landing page should make sense to him at the level he is at. The relevancy of message can be ensured by first understanding the persona of the buyers and devising the messages exclusively for these persona traits shown at different level of the buying cycle.
Example : If you are selling Still & Video Cameras online, Questions of the Buyer at various Buying Cycle :
Unaware : I need a camera which can take product pictures as well as help me make youtube Videos easily?
Aware : What are various DSLRs range, which one should I buy ?
Consideration : Is Nikon 530 D better or Canon 720 DSLR for my purpose ?
Evaluation : What is the benefit of ordering Canon 720 DSLR from you?
Purchase : When will I receive my Canon 720 DSLR If I order today?
EXPECTED ACTION EVIDENT :
As success of a salesman depends upon closure of the sale, the success of your landing page depends upon the closure of the information by spelling out the expected outcome or actions expected of the visitor i.e. Call to action. Many a times a customer who wants to take the next step is left confused in absence of the next step evidently visible.
Eg. Missing Call to Action Button or communication or a button which wants you to click on it made very small or chucked out at some corner will be missed and visitor will leave the page without taking any action.
CLARITY OF EXPECTED OUTCOME :
With so many websites asking you to provide your emails or mobile numbers and spewing junk mails and messages and spams, filling your inbox to the brim, this is the situation which makes any visitor apprehensive in taking the next step by providing his or her private details.
Only thing that will make your visitor consider taking next step is the clarity of what will happen next if he shall take the action which you want him to take.
Near the field where email ID is asked, if you assure the visitor
“On submitting the above details, you will receive the download link in email ID provided by you”
ELIMINATE DISTRACTION FROM THE PAGE
Little knowledge is very dangerous as in the case of one of our client, the web developer had incorporated so called ‘best practices’ by putting …. The baby pictures and Cat pictures strategically on the landing page to attract attention of the visitor.
Result, unnecessary, non-connected pictures with respect to the content used. Means, they had confused visitors and unnecessarily distracted them from the message.
Also, putting multiple products/services without providing the details of the same.
REDUCE ANXIETY QUOTIENT
Any uncertainty in the minds of your visitor can increase the anxiety and reduce the opportunity of conversion. The uncertainty related to your intention, message, and in case of e-commerce, safety of visitors details or even if a visitor thinks that you are watching his every-step (which might be the case in advance analytics softwares) makes the visitor anxious and ends up not doing business with you.
There already preexists internal drive of urgency in each visitor, depending upon each person’s reasons to find an information. But a marketer can always give external boost to these reasons to create an external urgency to act. The urgency can be communicated by tone of presentation, time-limitations, offers or because of limited edition offers.
Urgency is known to lift the conversion rates but an urgency build without any value can backfire too, you can come out to be too salesy, which is a big turn-off.
In this whole process solving the customers problem and relevancy to him is of prime importance and hence those aspects are mentioned before than other aspects.
With the inputs on landing page optimization as given above, you will be now able to put together awesome landing pages that convert. But if you still have some doubts, then we suggest you to go through our article on 5 Easy steps to developing awesome landing page.