Any salesperson worth their salt will know that the importance of a landing page cannot be over emphasized. When site visitors (whom you intend to turn into customers) reach this page, they still have to be nudged to take that extra step to convert their visit into leads.
Many website owners who have successfully managed to attract huge traffic to their site still complain about low conversion rates. If you have this kind of problem, you are not alone and the solution lies within the tips listed below.
1. SEEK TO INFORM
If your landing page happens to feature informative content about the products you wish to push, rather than adverts about buying such from you, it will not only improve customer trust, but it will also work well in improving conversion rates.
Give them specifics of the products, in the fewest words possible, without making it an obligation that they have to purchase it from you.
By seeking simply to inform them, you let them know the benefits of such a product – and as luck would have it, you happen to sell it too.
2. NEWSLETTER SIGN UP
I bet you have signed up for your fair share of newsletters over the years, it is still a very effective marketing drive till date for good reason – it produces results.
Your newsletter can continually give information that website visitors did not have the time to read on their visit – or which your landing page does not contain.
The newsletter slot on the landing page should be easy to spot and require as little information as possible – email specially – for example, gender can also be requested but is unnecessary if what you intend to sell is not gender – selective.
3. FREE TRIAL
One of humanity’s favorite words is “free”. Giving people the chance to try out aspects of your products or the whole of it for free is a sure fire way to rack up leads.
Let the necessary departments determine what parts of the product can be allowed on free trial. By letting prospective customers have such a hands-on experience, it increases the probability of a sales conversion. It also makes it possible to keep in touch with them.
Statistics can be monitored and correspondence automated easily. Quotations can also be easily and quickly delivered.
4. MEMBERSHIP DISCOUNTS
Using membership discount schemes will help you to ensure customer loyalty by rewarding loyal customers with exclusive deals and access. Your landing page can feature a sign-up option. Offering these members privileged information about new products and services and other premium features will no doubt boost conversion rates.
5. FREE LIVE DEMO
This is another strategy that works superbly to increase conversion rates. Giving visitors access to a personalized free live demo that shows them how your product will help them once purchased will give them an idea of what they are buying.
6. FREE CATALOGUE
This guide really talks about a lot of free stuff, one of them a product catalogue. Site visitors should be able to download a catalogue of your products for free even without signing up.
Its is best to let them have it in exchange for a few pieces of information like their email and other minor details.
7. GIVE FREE HOW-TO GUIDES
Your landing page should give free guides not just on how to use your product or service, but also detail how they can help prospective buyers. This can be in the form of eBooks which the visitors can download for free as long as they share their email and other necessary information.
Doing this will show them how knowledgeable you are about the said field and improve their trust in you as well as sales conversion.
8. FREE DAILY TIPS
You may find giving business trips to be boring or mundane, but they are not. When packaged with the right graphics and colors, giving fault tips to your visitors right on the landing page will give them the immediate impression that you are a products/service provider who knows their business.
The tips you offer may be in the form of detailed blog posts that talk about specifics of business improvement using the products you offer, it can also be short and inspiring quotes.
9. MAKE IT EASY TO GET A FREE QUOTE
Since you most probably have several different products to push under different packages, it will help everyone to make it easy for customers to know how much you would have them pay upfront.
Also ensure to do follow up in customers who request price quotes, after all they are asking because they want to buy.
10. GIVE FREE EBOOKS
If you have created contents relating to your products, it would be a worthwhile idea to package related ones together and give it out together as an eBook.
It puts part of the wealth of knowledge you have of your products in the hands if your intended customers.
This can be done through gated emails to spread word of your product. A chocolate brand for example, uses such email gated eBooks to share recipes that involve using their particular product.
Sharing knowledge with prospective customers is the best way to build up their trust in you.
11. MAKE FORMS AS SHORT AS CAN BE
When you ask customers to fill forms, keep it limited to only the necessary pieces of information. The truth is that you can easily find everything else you want about them through Google today, so short forms are the way to go.
When they are sufficiently short, forms will take less time to fill and landing page visitors will readily do that. Most visitors too will shy away from filling your form of they perceive it as being too invasive.
Need we harp on this point? Webinars are the seminars of the 21st century. They not only help you share your knowledge of your industry with interested participants, they have several advantages including being geographically unlimited and so on.
These webinars when concluded can be recorded and packaged as further knowledge sharing resources for other visitors, email – gated of course.
13. SET UP A REFERRAL PROGRAM
Some people have the time on their hands to convince others to use a particular product or service – a referral program will hey you take advantage of that fact.
When your landing page makes it clear that people can earn rewards from inviting their friends to buy your products, you are not only increasing the awareness of your products but you are taking it way beyond the limits of the Internet.
Believe this, if your landing page already features coupons to reduce price, then the visitor is already inclined to buy what you are selling because they know they will be paying less than the normal.
Email – gated coupon pages will do the trick, and when followed up by an automated campaign will achieve best results.
15. WHITE PAPERS
This is the way to communicate with other businesses. A white paper is the language of business and you need to create ones that are not only current, but easy to peruse and value – adding.
It needs to show that you know your stuff about the specific industry because this is the way to gain trust and turn them into customers.
16. CROWDSOURCE PRODUCE NAMES
Why is crowdsourcing the new craze of businesses today? Because it fosters that sense of belonging with customers.
When you let your customers name a new product with you, they are more likely to discuss it with their friends and most likely become buyers themselves when the product is available.
This can also be email – gated to generate more leads.
Participation is the name of the game here and nothing engages people more than a chance to win free stuff.
Of course, it should be email – gated so that you can generate leads from there. The prizes on offer should also relate to the products and services you offer if you intend to generate meaningful leads, otherwise the people will only be visiting for your free stuff. For example, a gadgets seller giving away skateboards is attracting the wrong kind of crowd.
18. CROWDSOURCE OTHER ASPECTS OF PRODUCTS DEVELOPMENT
Apart from naming products, customers can also get involved in other things (design for example). You can ask them to help you choose design patterns and themes for your new products line and so on.
This process should be email – gated so that you can generate leads from their submitted details. By being involved, you are indirectly asking them to tell you what they’d like to buy – so sakes conversion is almost guaranteed.
Other aspects that can be done with this approach include products labels, brand designs, book covers, etc.
19. TRUST SIGNALS
This tip is very important if you hope to generate any leads whatsoever. You are asking people to trust them with their information – emails, maybe phone numbers too. You need to tell them why you need it and what you won’t do.
A simple line such as “we will not share your number with telemarketers” will infuse some level of trust in visitors to your landing page.
Don’t assume they know you won’t misuse their information. Tell them.
20. DON’T ADD NEEDLESS PIECES TO THE LANDING PAGE
The landing page is just that, and it does not need funny pieces or memes about your products or services. Navigation buttons should be removed if possible too, with email gated access preferred as the default (this can also backfire if not managed properly).
21. MONITOR YOUR FOLLOW UP
Our final tip is on follow up. When visitors have already supplied you with their data so you can contact them with newsletters, offers and all that – you still have to make them buy from you.
The content you send to them is the way to do that. Be consistent in your messaging. Also ensure that every new update you send them is carrying useful information. You don’t want to sound redundant.
Don’t repeat messages for any reason. People will get annoyed and unsubscribe from your service – good luck converting those leads then.
Make it easy for them to opt out of receiving updates from you, they do have a choice after all and you have a reputation.
On a final note and as a bonus tip, DO NOT combine all of these tips. Your website landing page will just end up looking like a 4-year old’s coloring book. What you have to do is adopt those of them that will work for you while keeping the page efficient.