You’ve managed to capture the attention of a potential lead. So what now? Is it a case of sending them to the relevant product page and showing them the ‘buy now’ button?
If only life were that simple! Business buyers are especially careful about where and when they part with their organisation’s cash – with one study showing that it takes an average of 10 marketing touches to move a lead through the sales funnel from initial awareness through to revenue.
You need something to move your lead from one stage to the next – and one of the best ways of doing this is through landing pages. In our earlier post we looked at why landing pages are important. We also looked at how separate landing pages should be considered as you design and launch specific campaigns. Here, we put the pages themselves under the spotlight and outline what needs to be done to make them work…
1. Getting rid of clutter
Your homepage is a prime example of a page that’s meant to be all things to all people. Providing a snapshot of what your organisation is all about, you can expect it to be visited by all manner of individuals from customers, potential new staff, strategic partners – right through to competitors. A landing page is the exact opposite. It only has one job to do; to direct visitors to the next stage in the buyer journey.
Cut out anything that detracts from this core objective - and bear in mind that a prime candidate for removal is often the navigation bar. After all, why provide the opportunity for visitors to wander off into the site – and end up straying from what they came to look at?
2. Text: less is more
This is a key part of trying to stay clutter-free. Think about precisely the information your visitors require at this particular stage and present it in a hierarchy of importance. Have they just read a guide to payment security and have now been directed to a page detailing the features of your shopping cart plug-in? Stick to the key features, with specific reference to what they have just read.
The CTA (call-to-action) requires special attention. “What’s in it for me?”. make it clear that there is something concrete and useful to be gained by going to the next stage.
3. Tone: how far through the sales funnel is your reader?
Resist the temptation to subject your readers to a sales pitch, especially at the early stages of the buyer journey. At the beginning of the process, the focus should be on broad issues of concern – e.g. as you invite readers to download a guide setting out general ways in which they can address specific problems. Further down the line you can address how your specific product holds the answer.
4. Trust: keep your indicators short and sweet
If it’s in line with the overall objective of the page, provide valuable trust indicators without eating into valuable space. Short, verifiable quotes from reviews or testimonials might be in order, along with partner co-branding.
5. A work in progress…
No element of your page is cast in stone. Ultimately it will be your visitors who decide which elements of your page work and which fail to hit the mark. A/B testing allows you to put each part of the page under scrutiny – including the colour scheme, CTA wording, positioning, title and text as a whole