05/01/2024 • Andrew Lowdon
The success of your business often hinges on the effectiveness of your website. Websites have become littered with more and more distractions that take the consumers focus away from the core objective of buying. Websites are now built for you to explore and see all the products that couldn’t fit into a bricks and mortar store. But consumers are time and attention poor and want to know what they need to buy and why quickly.
This is where landing pages come in. Unlike traditional product or category pages, landing pages are specifically structured to convert visitors into customers by addressing all of their pain points. There’s a whole host of info that can be provided on landing pages, but we build our landing pages around seven elements that give consumers a compelling reason to buy. So what are these 7 elements?
A product is only as good as the reason to buy. If you can’t give the consumer a good reason then they won’t bother buying your product.
The angle sets the tone for the page. All of the content on the page including the headline, the USPs and customer reviews should all align with the angle and clearly communicate how your product provides a solution with a clear outcome that addresses their pain points, desires or challenges.
Once you have your audience's attention, it's essential to keep them engaged with persuasive copy. Copywriting is the difference maker that turns a product from a nice to have to a must have.
Where most people go wrong is that they try to sell the product rather than the benefits that the user will receive. No-one buys a pair of trainers because of the type of foam used in the sole, but they will buy the trainers that help them smash their PB or run that marathon they’ve always dreamed about.
Consumers don’t want to buy from brands they don’t know or trust and they rely heavily on the experiences of others before making purchasing decisions. Aside from their friends and family, there’s no one consumers trust more than other people.
Incorporate social proof on your landing page by using customer testimonials, reviews, ratings, and case studies. Highlight the positive feedback and success stories to build trust and reassure potential customers that others have benefited from your product or service. But don’t just use any old reviews, make sure these align back to the overall angle of the landing page so your target customer can see real world examples of how your product has addressed similar pain points for other customers.
All landing pages need a shop section that is informative, yet concise. Where this differs from a standard product page is the type of information you include here.
Product pages tend to focus on the what of a product, whereas on a landing page, the shop section answers 5 key questions:
The goal is to minimise friction and make it as convenient as possible for visitors to convert into customers.
Don’t assume that everyone knows what your product is and how it works. You need to show them what makes your product so special. It's an opportunity to further educate a prospect and provide a clear and concise demonstration of your product in use.
Use visuals, videos, or infographics to demonstrate its features and benefits. If applicable, showcase what's inside the product, giving potential customers a tangible understanding of what they can expect. Transparency builds trust and helps customers make informed decisions.
Humans are naturally drawn to stories, and your brand story can create a powerful emotional connection with your audience.
Humanise your brand by sharing the journey of your brand, why you exist and what you’re here to do. People buy from people and a compelling brand story can set you apart from competitors and make your product more memorable.
Landing pages get a user into the checkout quicker and we do this by making a user feel that they have all the information they need to make the purchase. One way we can do this is by taking away the need to go and do further research on competitors with similar products.
Include a section that compares your product or service with competitors. Highlight your unique selling points and demonstrate why your solution is superior. This not only helps in building credibility but also addresses potential concerns or objections that visitors may have, increasing the likelihood of conversion.
By incorporating these seven essential elements you will create landing pages that not only attract visitors but also convert them into loyal customers. It’s vital that you take the time to carefully research the target customer, the problems they face and use this frame your product as the solution. That’s only the starting point and you should be refining your landing pages on an ongoing basis to better serve both the needs of your target customer and adapting the content to use on different landing pages for your different customer types and their differing needs. Do this and watch your sales soar to new heights.
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