Maximize Landing Page To Convert Traffic Into Sales
Just like the cover of a book, your landing page is the first impression most visitors will have of your site and your company. That is why it is so important to have an effective one that can hook visitors in such a way that they lose themselves in your site, coming out only after having spent some money on your products or services or some time on your great content. No matter what they come to your site for, be sure they stay there with a great landing page, so that you have time to turn them from visitors into customers.
Have a Hook
The first thing your visitors see needs to have something so compelling, that they don’t immediately click away. You want it to spur them to scroll through the page and browse the links. This is called a hook. It needs to catch their attention and allow the rest of your content to keep it. There are many different methods you can use to make this happen. Some sites use a big, bold, and attractive banner.
More recently those have come to include moving graphics of some kind to draw their eye in even more. More traditional ones tend to use photos of attractive, happy people looking right at the camera or tempting objects that make visitors salivate. Other landing pages use sound to catch attention. When people first click on to a site and hear something, their first reaction is to scroll to find out where it is coming from. Normally this would lead to an animated banner or video with more information.
Creative websites have been known to use very original styles for their landing pages, filled with interactive characters, infographics, or buttons that just can’t help but be touched. More straightforward sites lead with a question that causes visitors to ponder or daydream. All of these can work to make internet users stay awhile longer to find out what exactly your site’s message is.
Identify the Problem and Present the Solution
Another important strategy to use on your landing page is to let visitors know what problem your product or service was created to solve. Every product or service ever made was created to make our lives easier, more efficient, or more fun. On your front page, it will be important to establish what is wrong with the original way people are doing something, and then show them how your way is better.
Hopefully, this will cause them to question their current methods and to wonder what it might be like to have something or someone that will make it better. You will need to be able to do this quickly, as most people will not want to read through pages of text while you establish the problem and your solution. It is best to do it in the form of catch phrases, images, infographics, or videos. Those allow you to get a lot of information across to people at one time. It also makes it more attractive, which is great for your hook too.
Make it Fun to Get to the Purchase
One way to convert visitors into customers is to make the process fun. Most people head to the internet to be entertained, and if you can capitalize on that, you might just convince them to make a purchase while they are there. Some sites offer landing pages as video games, and when you get to the end, you arrive at the shop. Others have great videos that are humorous or have viral potential in some other way.
Then, when the video ends, you are directed to click on a link that takes you to the shop. Still other sites offer rewards and leader-boards for their visitors, showing off who visits the most, who owns items from their shop, and who is a leader in the site due to their participation in promotions. All of this makes visitors want to interact. When they have fun, their mood is improved and they are in a much more likely state of mind to make an impulse purchase. This strategy of gamification is one that is gaining popularity, especially among websites with a sales landing page.
Include a Call to Action
The final and most important part of your landing page is your call to action. This is where you tell your audience what you want them to do. If you are selling something, you tell them to buy. This the place where you convert traffic into sales. If you are trying to persuade them, you tell them how to act based on their new perspective. Sometimes, it may simply be a matter of getting them to go to the next page. Of course, all of this needs to be done in a tactful way that doesn’t seem too pushy, like the sample button on the right. You might move them to the next page by saying, “To find out how our miraculous product works, click here.”
To get them to buy something you might say, “Start seeing the benefits of our product today by ordering yours now.” If you were only trying to convince them of something, you might say, “Don’t wait until it’s too late. Contact your congressman and tell them to vote no today.” If you simply run a blog meant to entertain readers and nothing more, your call to action could lead them to comment or share. Whatever the purpose of your site, it is surely there to attract visitors and get them to do something. In order to make that happen, just make certain that you have an obvious and tempting call to action.