The longer a customer has known about you, the more likely they are to buy from you and commit to ongoing regular purchases. Coca Cola, McDonalds, Virgin and other cult brands have pushed themselves deeply into the minds of consumers that there is an automatic trust implicit in them.
When consumers go to buy and a brand has been repeatedly exposed to them, it helps remove decision fatigue by naturally going with the brand with which they have built up sufficient trust and or relationship with previously.
Trust and long term relationship, and repeated brand exposure are important with lead pages and sales conversions. When a brand first captures a potential customer through sharing content on social media, or placing advertising in print media or however a customer has potentially come across them, they begin “onboarding” as a regular customer.
Onboarding of a customer, or conversions from site visitors to purchasers are part of sales, marketing and lead generation and nurturing. This is done both via the web, print, direct mail and email, and via personal follow up.
A certain number of repetitions are required before a customer becomes a purchaser, and having your product (or service) properly optimised for the right place in the buying process will ensure that you capture most of those sales conversions.
This is done on websites, more particularly lead pages, where web traffic is driven from all over the Internet, to look at a particular site with information about a product or service a visitor may be interested in purchasing.
Anatomy of a Landing Page
A landing page is a web page where a potential site visitor is directed to after clicking on some ad, search engine result listing or social media link; often a person is offered some sort of free content or course in exchange for handing over their personal details.
Generally an attention grabbing headline, followed by features, benefits and images of a product, perhaps a video and a series of customer testimonials, followed by a call to action to purchase the product will convert a site visitor to buy.
Content On A Landing Page
Long Tail Keywords
Long tail keywords are search strings that consumers enter into Google, Bing or Yahoo that account for most of the Internet’s search traffic. Customers are most likely to use long tail keywords when they are ready to purchase an item. They usually combine a phrase describing what they are seeking combined with a purchase intent keyword.
Conversions are most likely when consumers are searching for products and services with long tail keywords. Some examples of purchase intent long tail keywords are:
- Buy affordable blue three seater sofa
- Cheap cosmetic tattoo packages
- Deals for weekend getaway
- Buy cheap flights to Melbourne
Long tail keywords combine specifics about the product or service desired and build in purchase intent words that associate with buying and commerce. Combined with sales copy that helps to create the ideal scenario for a site visitor, this helps to create the best value proposition and therefore increases eligibility for a site conversion.
Purchase Intent And the Buying Phases of Customers
Understanding markets and customers are the best ways of finding where your potential sales are going to be garnered from. Your customers are your source of income so doing your job to understand what their situation is, and what their pain points are will help in the landing page design process.
You will be able to acknowledge the customer’s present situation, and then address all of the ways your product or service will provide value to them in their lives.
The buying process usually follows around four phases:
- Looking for a solution to a problem they currently have
- Finding a solution and then researching the product
- Purchasing a cheaper or trial version of the product they desire
- Finally purchasing a more expensive better quality product
Knowing that you are looking to provide as much information to the customer as you possibly can in order to help form the buying decision is important. The more you are able to help a customer understand the product and how it will augment and improve their situation, the more likely they are to purchase from you.
Taking Customers Up The Value Ladder
Site conversions usually track across the value ladder, and customers get pushed through a “sales funnel,” when they are exposed to an e-commerce or business website.
A business will often set up free content such as videos or reports for a potential client to encourage them to sign up and give their details to the marketing list. An email marketing list helps form a long term relationship with customers, and is more effective than social media alone in creating site conversions.
A business, according to Russell Brunson, author of Dot Com Secrets, should take customers up the “value ladder,” where they have initial free or cheap taster products, through to medium priced general value products and services through to premium priced products up the back end of the value ladder.
The way the value ladder works is to first establish a relationship with a customer through a product introduction at a free or cheap price, and then to offer them increasingly more expensive products through the “sales funnel,” which creates an ongoing relationship between the customer and the business.
As a customer experiences more value, they are willing to purchase products that will offer them more value, and therefore pay more in order to receive more. A landing page is a perfect introduction in order to get a customer’s details.
Capturing Customer Details
Customers don’t like to fill out endless forms, so ensuring that your sign up forms are simple will go a long way to ensuring that you are able to capture customer details. Some easy ways of getting customers to sign up include using Facebook or Google APIs.
A web developer can integrate either of these APIs into your landing pages in order to gain a customer’s details. The bare minimum of details should be used to onboard a customer onto your marketing list.
Similarly, a customer should be able to purchase products and services as a guest rather than having to sign up to become a member of a website. If it is important to get the customer’s details in order to send them newsletters and information about further product offerings, then it could be useful to offer a discount code or a free product in order for handing over their details.
Consumer behaviour has been studied, and most purchases happen from email, and the best day to send emails and ensure that a click through occurs is on a Wednesday. Setting up automated email marketing is part of ensuring that your sites are converting properly.
Call To Action Helps Customers Understand What To Do
When writing sales copy, and addressing customers’ needs, a lot of consumers are still confused and require a call to action. The job of the web developer, the sales copy writer, business owner and graphic artist is to educate the consumer, answer any objections, get the consumer saying yes to as many answers as possible in order to get them in a positive frame of mind.
Dr Joe Vitale, author of Hypnotic Writing says that the higher the price point of a product, the more important it is to ensure that there is plenty of sales copy that creates a compelling reason to buy.
Part of creating a compelling reason to buy is to integrate stories that carry with them the emotions that are felt as part of the consumer’s current situation in order to assist them with identifying with the product. It is then part of the sales copy to enable the consumer to vision his or her self having the product in their lives, and having a better situation because of it.
A painful problem that is a source of constant agony or difficulty, and a solution to that particular problem is the consumer’s dream. Purchasing becomes simple when they view the “call to action,” that elicits in them the desire to immediately solve their situation through the acquisition of the product, service (or course for example) that will quickly adjust their situation.
Customers want to be told what to do, and being told clearly, after digesting a significant amount of information, is the next step for what they need in order to convert to a sale.
Split Testing Can Select The Best Sales Method
A lot of businesses do A/B or split testing, where research has gone into the design of two different landing pages, and analytics software has been included as part of the code. The analytics code will register in a dashboard environment on something such as Google Analytics.
This means that you can view the sales conversion rates for both websites, and then leave the site with the best statistical results online, and use similar lead pages for other products that you are offering.
Companies often do split testing in order to get as many sales results as they can, and then will refine and create better versions of those landing pages in order to increase sales conversions. They may change sales copy, they may change the call to action or add some other components to the website in order to create the situation where it numerically increases the rate of conversion of the website.
Compelling Reason To Buy
Ensuring that you have the most compelling reason to buy for a consumer includes the following items, and will help ensure that your have conversion optimisation:
- You have happy customer testimonials
- You have a guarantee that allows the customer peace of mind
- You may have reviews of your product
- There may be videos and images displaying use of the product
- View your lead pages like an “infomercial” where compelling reasons to buy are so many features and benefits of the product that will alleviate all the customer’s pain points
- Ensure that you are targeting the right audience
- Have sales copy geared to answer questions, objections and comparisons of competitors and why they should purchase off you versus your competitor
- Ensure that you are offering value and develop ongoing relationship with your customers
- Add incentives to purchasing your product
Ensuring that conversions are optimised really is about understanding your market, targeting them in the right way and then in creating for them a compelling reason to buy through a number of different techniques and simple and effective page design.
What do you think about this article? Let us know in the comments below! We would love to get your opinion.
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Kieran is the Social Media Manager and SEO Expert at SEO Shark. He is an expert in Social Media, link building, PPC and of course SEO. In his time off work Kieran enjoys reading and playing rugby, as well as following all kinds of sports! You can read some more of his articles here.