Landing pages: Convert visitors to customers

Written on 26 November, 2013 by Verity Meagher
Categories Marketing

Your landing page is the equivalent of your first sales approach – it’s your first impression with a potential customer. We show you some tricks and tips to optimise your landing page for the best possible conversion rate.

Write a good headline

The headline or title of your landing page is the first thing anyone sees, and is often what’s used when links or search engine results are provided to a potential customer. Spending some time getting the right headline can make or break your conversion rate – after all, if the headline doesn’t immediately grab the visitor and offer something they’re looking for, they’ll move on.

There are many sources of free information about writing good headlines that a simple Google search will turn up – keep an eye out for copywriting resources and blogs that will help you. The three core elements are:

  • Focus: Your headline should be very specific about what you’re offering. Clever headlines or puns might appeal, but the most successful headlines immediately tell the reader what they want to hear.
  • Relevance: The headline must be specifically about what you’re offering on the page.
  • Benefits: A great headline immediately conveys the benefit to the user. For example, “How to lose 10 kg in 10 days” is much more appealing and informative to a reader than “Weight-loss secrets”.

Examine your audience

Look at your landing page through the eyes of the customer you wish to convert. What is it they’re searching for and what questions will they have as they reach your page? Make your opening copy clear and precise, telling the user exactly what you’re offering and how it will help them.

Try to ensure that any potential questions people might have about your product or service are clearly answered on the landing page.

Emphasise benefits over features

Be sure to separate the features of your product from its benefits and highlight both. Having a feature like “Posture control” for an ergonomic chair tells you what you get, but a customer is going to be more excited by the potential benefit to them from “Get fine-tuned control over your posture to alleviate pain and promote proper posture”.

Include a call to action on your landing page

A clear and easy-to-spot call to action is very important. Potentially you can have several on your page, depending on the nature and layout of your body copy, but the key is to make it highly visible, colourful and involve a dynamic call to action. A button that says “Buy now” isn’t going to spur a customer into clicking it as well as one that says “Eliminate your back pain and work smarter now!”

With a little effort and by following some well-known copywriting guidelines, you can easily jazz up and optimise your landing pages and significantly increase your conversion rate.

If you would like to speak to an expert about landing pages and optimising your site for increased conversions, call us on 1800 800 099 and our team of highly skilled and knowledgeable staff can help you.

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