Digital Marketing Tool #2
Your website is a sales tool and its whole point should be to encourage visitors to buy your product or service.
Homepage vs Landing Page
While your homepage has to give an overall view of your company to many audiences with different needs, it will normally have links and navigation to other parts of your website and often is not generally targeting a specific desired action from the visitor – partly because you cannot be sure at this early stage what your visitor is looking for.
A landing page, on the other hand, is specific to a particular audience and message. Its whole point is to convert visitors into leads. Often it cannot even be reached from within your website – your visitors will only access it from an ad or link within an email.
Grabbing Your Visitor’s Details
In many websites, the landing page only has one goal – to persuade customers who are ready to buy now, to actually make the purchase. Which means they’ve paid for someone to come to their site, only to have them leave because they need to do more research, have more time to buy or any number of other reasons.
To plug this ‘leak’, every landing page should also have a second goal. That goal is to capture contact information from those who would be interested in buying sometime but not necessarily right now. In essence, we are aiming to acquire a ‘lead’.
People only give their email address in exchange for information they perceive to be valuable and that they need. Quite often, this can be a downloadable report, video or checklist detailing some important information relevant to your product.
So, a lead generation page should usually contain a compelling description of what they’ll get, a picture of what they’ll get and a form for providing their name and email address.
Start To Build A Relationship
The reason for asking for your visitor’s contact information is that it will allow you to connect with this prospective customer over a period of time – so you can start to build a relationship with them. People tend to buy from companies they know and trust so building relationships with prospective customers is essential for both short and long term business growth.
Building a relationship needn’t be seen as a long term goal – it can be done over a period of days or weeks.
And it can be done cost effectively with email. Once you have a prospects email address, you can email them with relevant information to demonstrate your knowledge, reliability, your product features and benefits – or any other information that has proven to be important for the sale in your experience.
Keep The Layout Really Simple
Landing pages work best if they have a simple design with little additional information other than that needed to achieve those goals. Copy should be short and persuasive. What you want your visitor to do should be crystal clear. There should be nothing on the page to distract from them entering their contact information.
Horses For Courses
Ideally you should have a different landing page for every type of customer, every different message, every source of traffic and every different promotion. The better you segment your audience, the more tight and targeted your email messages can be and the healthier the conversion from prospect to lead.
Keep Testing And Improving
One final point is that each landing page can and should be measured, experimented with and tested so that you constantly improve your message and thus your conversion rate and ultimately your revenue and profitability.
- Don’t send inbound traffic to your home page; use a landing page
- Create a different landing pages specially for each product and each audience segment
- Understand what will attract potential customers so that they’ll be willing to give you their contact information
- Keep landing pages simple and tell your customers what you want them to do next
- Test everything on the page; always assume you can improve conversion rates
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