Why You’re Not Making Sales
This is an issue a lot of business owners face at some point in time. You would think that the product or service that you’re selling will no doubt sell itself.
As you notice, your competitors can’t seem to stay in stock due to the high demand for this product but when it comes to getting people to buy from you, there is little success. You begin to sit and wonder, “why isn’t anyone buying from me?”.
The way you advertise your products and services is more important than the quality of service you provide.
Let’s look at how this is true as we dive a little deeper into some examples.
What are they?
Landing pages are one-page websites or forms that contain words, images, and buttons that are designed to convert shoppers.
Why are they so effective?
The reason why landing pages work better than a traditional website is that it’s designed like a raccoon trap. There is usually no navigation and gives the users no choice to leave unless they click the back button or the exit button on the browser.
With that being said, it keeps the users focused on exactly what you’re selling to them. You have full control of what they can and can’t see on this page.
How To Structure a Landing Page
Know Your Audience.
You can be the Ray Edwards of writing copy, but if you’re a snow removal business and have a targeted audience that is between the ages of 13–18 and lives in southern Florida, don’t expect much success.
You need to know your audience. Find out . . .
Who they are
What they like
The brands that they already follow and admire What their problems are
How badly do they need a solution to their problems?
Their spending habits
Time and days of highest activity on social media
Your landing page MUST match your brand identity. I cannot stress this enough, especially if your traffic is coming from an outside source.
If a user goes to a checkout page that has a black background and red text when they were just on your landing page that was white with light grey and purple text like this page, you will create great distrust between your brand and your prospects.
Now, it looks like you’re a totally different company. They don’t know and won't be able to tell if you are the one actually selling to them or they are doing business through a 3rd party.
People appreciate transparency and honestly, especially when they are giving you their money.
Using the proper choice of words will help convert users. This personalizes the experience for them. Good diction lets the user know that this product/service is just for them. What I like to do is tell them that I understand their problem and that I have also experienced it myself.
This builds trust. This lets the users know that you truly understand them. People gravitate towards those they share common interests with.
By becoming friends with your prospects, this already makes it much easier to sell to them.
The main reason why people don’t buy is usually due to…
Lack of understanding of the product Misleading information about the product or business
Lack of need for the product or service.
Using visuals speeds up the conversion process. The less the users have to read in order to understand what you are selling, the more likely they will buy from you without having to re-target them.
Humans process images and video 98% more than text. Many brands have noticed that and are beginning to use images and videos more.
Some users will have no issue with reading through your landing page, but in most cases, people are constantly on the move, getting text messages, notifications from other applications, and so on.
Having both text and video to showcase what you are selling is the best practice to helping visitors get the most out of what they are being sold to.
Call To Action
Every landing page should have a call to action. A call-to-action is anything that gets a user to take action on a product or service being sold. This is usually a form or a button that takes a user’s contact information or it brings them to a checkout page.
Be sure your forms are simple and don’t ask for too much information unless is absolutely necessary. I personally stick with just requesting a name and email. I prefer to ask for first name and email and not just the email so I can personalize their sales letters and messages in the future.
It’s okay if they don’t buy anything right away after you get their information. It happens quite frequently. By having this, you can promote your products and services to them for free in the future. These people will be in your database and will be more likely to convert since they already have shown an interest in what you offer.
Bad Landing Page Examples
This one doesn’t actually look bad at all. It’s very beautiful, fluid and the UI design is sublime. But this is a bad example of a landing page. There are way too many options and distractions.
The navigation bar, the footer, social links, and other elements can pull potential buyers away. I was taken to this page from a Google ad. This page does give the information I am looking for but the more I see, the more questions I have and I am beginning to feel overwhelmed.
Ford Motor Company
Like Zendesk, I came to this page from a Google Ad. I put myself in the shoes of a consumer that is looking to purchase the 2020 Ford Explorer from a nearby dealer.
I know nothing about the Ford Explorer. This page just sells to me, it doesn’t tell me why I should get a Ford Explorer. All I notice is prices, interest rates, and more links on buying the vehicle. This car can drive worse than the Pinto model they made in the ’70s for all I know, but how would I?
The heading of this landing page is great (not visible). Clear CTA (call to action) and no navigation or distractions. As I scrolled down I notice the text and it is too close to each other. There are no bullet lists, too many words without much contrast and white- spacing.
It looks more like a blog. I am unable to process this information unless I look closely and read it. Most people hate reading ads. I personally abhor the thought of reading a cluster of the useless copy. Give shoppers the information they want and only what they want.
Good Landing Page Examples
Tesla has never failed to impress me when it comes to their UI. Everything is clean, the text is clear, spaced, and easy to read. There is a logo, a clear call-to-action, and high-quality visuals. Notice the navigation contains links to the actual product and not other non-related pages on the site. I am also being presented with features that I actually care about. People that are searching for Tesla vehicles are looking for specific features and they want to know more about that and nothing else.
Some businesses will use the name of their competitors as keywords. I got here by simply searching “Zendesk”. Unfortunately for Zendesk, their landing page really speaks to their users. They know what their prospects are looking for. They also understand why some of Zendesk’s clients may not be satisfied with them.
The colors, text, and CTA are clean and eye-catching. The links in the navigation, like Tesla, are related to the actual product being sold. It answers the questions most users want to be answered.
This is one of the simplest landing pages I’ve seen. There is not much information about the products or services but the lack of information and those happy people in the photo makes me intrigued. I wanted to find out more about how Progressive will benefit me and the amount of money they plan on taking from my checking account.
This works well for companies with a lot of capital due to their overwhelming presence in the market. For new brands, this approach will be more effective after you add some supporting details about your products since no one really knows you. Being simple and minimal is key, especially when marketing to millennials.
Billboards are very fun to read. When writing ads, implement what I like to call, “The Billboard Strategy”.
Billboards are simple to read, high in contrast, and uses phrases and words that people can relate to.
When driving 70+ miles an hour, there is little time for reading and lots of distractions like other signs, drunk drivers to watch out for and of course, that unmarked state trooper tucked in the median with his speed radar.
With this in mind, using large text and bright images helps drivers get the message and the info they need in a glace so they can continue focusing on not crashing or getting points on their driving record.
Try using this approach on your landing page!
Marketing can be tricky and time-consuming. As a full-stack developer, designer, and digital marketer, I help many businesses find their sweet spot to getting the customers they want.
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