Increasing Conversions On Landing Pages
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Oh man there's a massive list here. What kind of sales methods are you using? Active? Passive? Combination? Submissive? Intuitive?
Is your sales page graphical, or is it text/content based? Are you employing creative headlines or are you reyling on graphical nuanes that guide the readers perspective?
I tend to write a sales page that is optimized for various personality types based on the type of product. Generally, if I am promoting electronics I am confident in that it is likely that those with a dominant/influential personality are actively seeking that kind of information so that they can make a purchase as quickly as possible. My sales page, as a result, is written to a "t" for those kind of people.
Is your sales page graphical, or is it text/content based? Are you employing creative headlines or are you reyling on graphical nuanes that guide the readers perspective?
I tend to write a sales page that is optimized for various personality types based on the type of product. Generally, if I am promoting electronics I am confident in that it is likely that those with a dominant/influential personality are actively seeking that kind of information so that they can make a purchase as quickly as possible. My sales page, as a result, is written to a "t" for those kind of people.
Yeah, my question was a little too general I guess. Sorry about that.
I was really just curious to see what others have had work for them, but there's too many different variances to think about that really depend on your niche and marketing strategy.
Here's some good articles I found about increasing conversions regarding sales copy and page layout and design. Anyone know of any other good ones off hand?
How to Get Past the “Don’t Buy” Button | Copyblogger
The Persuasive Power of Specificity | Copyblogger
http://www.copyblogger.com/keep-it-simple-stupid-applies-to-your-landing-pages-too/
Seal the Deal: 10 Tips for Writing the Ultimate Landing Page | Copyblogger
Seal the Deal, Part II: 5 Tips for Designing the Ultimate Landing Page | Copyblogger
Ten Timeless Persuasive Writing Techniques | Copyblogger
Landing Page Optimization
Landing Page Optimization
I was really just curious to see what others have had work for them, but there's too many different variances to think about that really depend on your niche and marketing strategy.
Here's some good articles I found about increasing conversions regarding sales copy and page layout and design. Anyone know of any other good ones off hand?
How to Get Past the “Don’t Buy” Button | Copyblogger
The Persuasive Power of Specificity | Copyblogger
http://www.copyblogger.com/keep-it-simple-stupid-applies-to-your-landing-pages-too/
Seal the Deal: 10 Tips for Writing the Ultimate Landing Page | Copyblogger
Seal the Deal, Part II: 5 Tips for Designing the Ultimate Landing Page | Copyblogger
Ten Timeless Persuasive Writing Techniques | Copyblogger
Landing Page Optimization
Landing Page Optimization
I try to paint a picture of what the buyer is looking for. I also employ bolding and ALL CAPS to emphasize certain aspects that need to be emphasized such as the benefits received by the buyer when purchasing my products. ( saving time, saving money, making things easier etc.)
KJB1891,
That's a really broad question you have there, but hopefully I can help you out. Here are some things from my personal experience that have helped substantially:
- Build user trust. Many visitors on a landing page tend to abandon because it doesn't have a trustworthy look and feel to it - that it looks "shady" or it lacks a sense of security. How do people know that the information they divulge will be kept secure and confidential? This is especially important if you are asking for their credit card number, home address, phone number, etc. You can help mitigate this problem by signing up with website security companies like Verisign and TRUSTe, while being sure to make their respective logos as visible as possible (preferably in or near the form area). In addition, many people are wary of entering in their email address, so you should be sure to state that their email address will be kept confidential. Using images like lock logos can help instill a sense of trust as well. The general principle here is that you should suppress user paranoia/suspiciousness as much as possible.
- Create a compelling headline. The headline is one of the first elements on your landing page that a user sees, so it's important that you make it engaging and succinct. People typically make their decisions to abandon or stay on your landing page in a matter of seconds, so it's important that you capture their attention effectively.
- Show the specific product image or description. For example, if you were selling baseball cards and someone clicked on your Mickey Mantle card ad, you should make sure that the user lands on a Mickey Mantle-specific landing page with the correct product image and description. I've seen many instances where users are directed to a generic landing page or homepage and they're expected to look for the product within the site. You want to avoid this as much as possible.
I actually have a blog that goes into much more detail about this very question of yours, so feel free to check it out. The link is in my sig. If you have any more questions though, you can reach out to me via PM. Good luck.
That's a really broad question you have there, but hopefully I can help you out. Here are some things from my personal experience that have helped substantially:
- Build user trust. Many visitors on a landing page tend to abandon because it doesn't have a trustworthy look and feel to it - that it looks "shady" or it lacks a sense of security. How do people know that the information they divulge will be kept secure and confidential? This is especially important if you are asking for their credit card number, home address, phone number, etc. You can help mitigate this problem by signing up with website security companies like Verisign and TRUSTe, while being sure to make their respective logos as visible as possible (preferably in or near the form area). In addition, many people are wary of entering in their email address, so you should be sure to state that their email address will be kept confidential. Using images like lock logos can help instill a sense of trust as well. The general principle here is that you should suppress user paranoia/suspiciousness as much as possible.
- Create a compelling headline. The headline is one of the first elements on your landing page that a user sees, so it's important that you make it engaging and succinct. People typically make their decisions to abandon or stay on your landing page in a matter of seconds, so it's important that you capture their attention effectively.
- Show the specific product image or description. For example, if you were selling baseball cards and someone clicked on your Mickey Mantle card ad, you should make sure that the user lands on a Mickey Mantle-specific landing page with the correct product image and description. I've seen many instances where users are directed to a generic landing page or homepage and they're expected to look for the product within the site. You want to avoid this as much as possible.
I actually have a blog that goes into much more detail about this very question of yours, so feel free to check it out. The link is in my sig. If you have any more questions though, you can reach out to me via PM. Good luck.
Not an exhaustive list, but simply what works for me:
I worked for a real estate agent one summer, and he taught me that whenever he meets a client, he sells the house he wants to sell, and at the same time the customer thinks its his choice.
He judged what the customer needed by asking him questions, and then took him to his office, and showed him only 3 houses/options. The first two houses where close to what the customer wanted, but they had a minor bad point that made them unwanted (too far from school, etc).
The agent made sure the customer would know about the bad point, but he made it subtle. He took the customer to the houses, made him check everything out, and spent most of the day for those two. The customer was beginning to get tired and frustrated, and wanted to get over with it fast. The agent was sympathetic and tried to please the customer in any way possible, dying to help him with the ordeal.
Then, as soon as the buyer was close to giving up, the agent mumbled "well, there is this house, but I dont know..."
"what? what? tell me!"
"I can't, its already booked, sorry"
"at least show me!"
"Oh well, there is no harm in showing you"
Then the agent took the customer to the house, that was perfect for him, at the right price, having everything he wanted. He became excited, and wanted to close the deal. The agent was saying that it was already closed by another client, but he hadnt signed yet. But he would do the customer a favor, cause "he liked him, and wanted to help him", and he would call him tomorrow. Then, at 4 am, the agent phoned the client at home, and yelled excited "The other guy said he would consider it, so its free for now, but I dont know for how long!". And the customer was like "Have the papers ready first thing in the morning, I'm coming there to sign"
And everyone is happy.
Now, that real estate agent could sell refrigerators to Eskimos, and I know that not everyone can do that. But if you understand the concept, you can use that to generate sales. If not, go and make Greek souvlaki.
- Keep it short
- Put some images (use symbolic images, success, money)
- Call to action (buy now)
- Make it urgent (only 17 left)
- Give them the illusion that they make the choice
I worked for a real estate agent one summer, and he taught me that whenever he meets a client, he sells the house he wants to sell, and at the same time the customer thinks its his choice.
He judged what the customer needed by asking him questions, and then took him to his office, and showed him only 3 houses/options. The first two houses where close to what the customer wanted, but they had a minor bad point that made them unwanted (too far from school, etc).
The agent made sure the customer would know about the bad point, but he made it subtle. He took the customer to the houses, made him check everything out, and spent most of the day for those two. The customer was beginning to get tired and frustrated, and wanted to get over with it fast. The agent was sympathetic and tried to please the customer in any way possible, dying to help him with the ordeal.
Then, as soon as the buyer was close to giving up, the agent mumbled "well, there is this house, but I dont know..."
"what? what? tell me!"
"I can't, its already booked, sorry"
"at least show me!"
"Oh well, there is no harm in showing you"
Then the agent took the customer to the house, that was perfect for him, at the right price, having everything he wanted. He became excited, and wanted to close the deal. The agent was saying that it was already closed by another client, but he hadnt signed yet. But he would do the customer a favor, cause "he liked him, and wanted to help him", and he would call him tomorrow. Then, at 4 am, the agent phoned the client at home, and yelled excited "The other guy said he would consider it, so its free for now, but I dont know for how long!". And the customer was like "Have the papers ready first thing in the morning, I'm coming there to sign"
And everyone is happy.
Now, that real estate agent could sell refrigerators to Eskimos, and I know that not everyone can do that. But if you understand the concept, you can use that to generate sales. If not, go and make Greek souvlaki.
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