Landing pages are a big part of a business’s online and digital marketing strategy. And when they aren’t converting there can usually be a problem with a few things. From the design of the page, the product or service you are selling, or even the lead magnet might not be enticing enough. One thing will, more often than not, be the actual problem. The Copy, the content, the message, the main call to action (CTA). Pretty much, the overall goal and message are not aligned, not clearly stating your business’s message or what the user has to do.
What is your goal for this landing page?
This is essential for your landing page, you should establish, with your web designer (unless you are DIYing your site), what is the one thing you want potential customers to do on the page. Do you want them to buy a product? Are you offering a free 4-week workout program? Do you want them to enter your bullet-proof sales funnel? Whatever you do not have multiple and competing messages on your site.
Why is it important to only have one clear message?
Let’s say that you are a Personal Trainer and you want to grow your email list. Like the above example, you are offering a free 4-week workout program for a potential client’s email. So, you have your web designer build you a Landing page, you establish that the goal you want to do is gather emails with the lead magnet mentioned. However, you also tell your designer that you need to sell your 1-on-1 services, as well as your weekly blog. Since, you know, more the better right?
Being a good web designer, they make you a landing page with beautiful images and content to sell your lead magnet, 1-on-1 service and your weekly blog. You set up some Google and Facebook ads targeted to your perfect audience. Traffic starts coming in, however, you aren’t seeing the conversions you want. You only get a few new blog sign-ups and a handful of people get the 4-week program.
Something is happening here, a psychological phenomenon where a paradox occurs. “people who lack choices seem to want them and often will fight for them”, yet at the same time, “people find that making many choices can be [psychologically] aversive.” – (Vohs, et al., 2005) This is called Decision Fatigue.
The Science behind Decision Fatigue
A study released in 2000, by psychologists Sheena Iyengar and Mark Lepper, on the sales of jars of jam had some interesting results and explains what is happening. They sold jam at a local food market on a regular day, they had a wide variety with 24 different types of jams. However, on another day, same market, they only had 6 jams on display.
Which had more sales you ask? Take a guess.
While the larger range had more interest, 60% of people who walked passed, about 3% of people who walked passed actually purchased. However, when looking at the reduced range of 6 types of jams, only 40% of people stopped. Yet of the people who walked passed, an astonishing 30% of them bought a product. “Thus, consumers initially exposed to limited choices proved considerably more likely to purchase the product than consumers who had initially encountered a much larger set of options.” (Iyengar & Lepper, 2000).
From the above study, you can see that when it comes to selling something the less choice a potential customer has, the more likely they are to buy. Of course, this doesn’t mean that you can only sell your 1-on-1 service or your 4-week program. It just means that on this particular Landing page that you should focus on the one thing you want to sell. The 4-week program.
“Extraordinary results are directly determined by how narrow you can make your focus… when you spread yourself out, you end up spread thin.” – Garry Keller, from The One Thing. Now armed with this knowledge you go back to your web designer and asks them to redesign the Landing page to only offer the 4-week program. After a week you check the analytics and your conversions are up and so is your email list. Exactly what you first set out to do.
Creating the One Message
Back to the PT example. So, you want to grow your email list and you have written up and created your lead magnet. The 4-week workout program. This isn’t the thing you are selling, what you are selling is the desired outcome, using a common marketing concept AIDA we can achieve this.
Attention: you have gotten their attention through your Facebook ad content, so we won’t go too much into that. It will still be important to keep some of that attention by using a similar Title.
Interest: this is where you give them a little more, so a little story on someone who has been struggling to lose weight. This will help views associate with the story.
Desire: This part is where you can sell the outcome, the end results of the person in the story reaching their weight loss goals and staying healthy. The consumer’s mindset has to change from “I like it” to “I want it.”
Action: So, you have a potential lead, they want to start your 4-week program, what is the thing they have to do to get the program? You want to direct them to a form that will capture their email so they can get the program via email. This is often a transaction for lead magnets.
As I have already stated it is important at this stage to not introduce conflicting messages here. If you also have a blog do not have a “sign up to my blog/newsletter” form directly below.
The Call to Action (CTA) here is important. You have to let them know exactly what to do.
Creating a strong CTA
You have to be clear and concise, you can’t waffle on, however, you also don’t want to be too abrupt. “Send email” is not a strong CTA. Let’s have a look at some examples to help explain what you are looking for in a CTA.
1. CTA example: Foundr
There are few things to note on this landing page. The main thing is, they have one message that they are trying to sell you. “Learn how to start a profitable online store.” They are also using some marketing tools that you can always include on your landing page:
- Use of a countdown timer at the top to create urgency and the perception of scarcity in you the viewer. This is not actually true as you could come back tomorrow, and you will see the same landing page with the same countdown timer.
- Using the “12 weeks or less” and “5 steps prove anyone can do this” they have integrated specific numbers. Numbers as Mike Hamers refers to them as “Brain Candy” as it helps “automatically organise information into a logical order.”
- The CTA is clear and is in the point of view (POV) of the viewer/potential lead. “Yes, show me how!” just screams click me.
- The line “Everyone else” is used as social proof that since others have used it that you should use it too. Social proof is the theory people will adopt beliefs or actions of a group of people they like or trust.
2. CTA Example: Elementor
This one is pretty self-explanatory, you can get 30% off if you buy now. There is not as much going on here in terms of marketing tools:
- Other than the scarcity of it being a black Friday sale.
- And the Proof of authority of them being the “No.1 WordPress page builder.” (I highly suggest giving it a go.) I have written about what Elementor is and why you should use it.
3. CTA Example: ButcherBox
I have included this as something that you want to refrain from doing. Notice the multiple CTAs. You have the “Limited time offer” at the top, as well as the two “Choose your plan” buttons. The third call to action that isn’t that necessary up this high on this page it the “prefer to talk?” CTA. See how there are three competing messages. The “prefer to talk” could be placed either down the page or placed in the footer. There are still some good tools used:
- They are focused on their audience, the use of “better you” and “right to your door” are great for relating to their customer.
- Notice the background image is of a group of people around a table looking at the product in the image with the CTA conveniently placed in the same area. This is to help direct the viewer’s eyes to the product and the action that they want you to take.
Some other things to think about when creating a CTA
Here are some questions you should ask yourself before creating a landing page and CTA.
1. What is the Goal?
Like before, what do you want the traffic coming to your landing page to do? Buy a product? Sign up to a newsletter? Complete a quiz? Download that 4-week workout program? This will help with measuring the success of the page in Google Analytics.
2. Who am I competing against?
This means typing in the keywords or phrases I want to use on my landing page into Google search noting the organic ranking and the ads. For instance, using the PT example you might want to rank for “How can I get stronger?” or “getting stronger”. Make a note of your competitors landing pages and see what you can emulate or how you can improve on it.
3. Who is my audience?
What are their desires, wants and needs? Really knowing and understanding your target market means that you can write (or have someone write) persuasive copy/content. Solely dedicated to them. How much stronger will someone be if they follow your 4-week program, or how good will they feel after losing 5kg. Getting in your audience’s head is important, play on their desires.
4. How will they get to my Landing page?
Facebook, Google, Instagram, Twitter, etc. Not only will this mean that you could craft a different message (and different landing page) which could be appropriate for that particular set of users. It means that you can measure the effectiveness of the message or landing page for each user. It may be that you only start out with one landing page, where all your traffic is sent to.
From the analytics, you may find that Facebook users are the highest converting compared to google and twitter. This means that you could then create a new landing page for each user group. Another landing page for google users and one for twitter users. All up you will have 3 landing pages, but each will have a unique message for each group of users.
Landing Page Tips
Just a few quick bonus tips on creating your landing page.
1. Clear and concise
One message, one CTA. Give enough information so that your visitors can make the decision to take complete the offer, but do not overcrowd the page with unnecessary text and images.
2. High-quality content that increases confidence in the potential lead
Useful content, they came to your landing page for the outcome you are offering, make sure the content, meaning images, text and video is valuable and of high quality. This means no customer video testimonials filmed on your phone.
3. Limit options for your visitors
Pretty much, what you want is something like the Foundr or Elementor example above. Notice how there isn’t a menu for users to click onto another page. They are only displaying buttons to where they want the customer to go. “buy now” at a lower price being the desired pathway for their landing page funnel.
4. Humans take the path of least resistance
This is a big one especially for any time you are using a lead magnet to gather emails. In the form you are sending visitors towards to fill out do not ask for more than you need. The more that users have to do, the less likely they are to complete the task. Do you want to grow your email list? All you need for now is their name and email. You can always get the rest later.
5. Attention-grabbing headlines
The main headline should confirm exactly what it is that you are offering, the subheadline for more of a detailed explanation. Using the PT example, you might have a headline like: “Lose Weight and Burn Away Belly Fat!” and the subheading might say: “This 4-week workout program will help you lose weight and build muscle with a HIIT style of training.”
6. Engaging copy
The copy or text is important as that is how you are talking to your audience. It is important to include phrases that inspire your users and create a desire for your offer. Verbs like “imagine” or “picture” persuade the user to think about the possible outcome, using words that can describe the feeling that they will have also helps engage your audience to really make a connection with the result that you are offering.
7. Sell the desired outcome, not the product or service
Humans purchase based on emotion first, then on logic. First, they desire the offer then they create reasons to go through with the action. Of either handing over their email or purchasing the product. Think about a juicy burger from your favourite fast-food chain, they sell you on the desired outcome of you being happily satisfied after polishing off the meal. Then they hit you with the logic, “It’s only $6.95!” Emotion first, Logic second.
8. Have social proof
Testimonials are shown to impact the user’s buying decisions. In a survey completed by Dimensional Research, 90% of consumers say that online reviews influenced their buying decisions. Having a few reviews is essential in my opinion, and if you have at least one video testimonial, even better.
Side note: make sure to include a photo of the person, it increases the trust of the quote.
9. Clear CTA
The text and button should be in alignment, it should be obvious as to what the next step that the user has to take. In terms of a form, instead of having a “submit” button, you should instead think about using something like “start today” or “download your free 4-week program”
10. Don’t forget to send them to a thank you page
Sending them to a thank you page means that you can properly thank them and lets them know that the action has been completed correctly. You can also then guide them to other related content on your website that may interest them. This is where you can include the other offers, like the 1-on-1 coaching service, or the meal plan, if you were a PT. Or you could display posts or articles that are relevant to your audience.
So, Wrapping Up
The content on a landing page is, as you can see, very important for converting traffic into leads or customers. And the overall online strategy of your website and the goals that you want to achieve with this page. Having a clear message and CTA that creates a desire for the outcome you are offering, is essential for the success of that landing page.
Remembering to ask the 4 questions that will help establish the goals of the landing page and call to action, whilst also making sure that your landing page ticks off against the 10 tips to help increase the likelihood of you increasing the conversions.
Now that you know why your Landing pages aren’t converting, you may need to find killer free images for your landing page, or you may want to embed a client testimonial from YouTube on your landing page.
Iyengar, S. S., & Lepper, M. R. (2000). When choice is demotivating: Can one desire too much of a good thing? Journal of Personality and Social Psychology, 79(6), 995-1006. Retrieved 11 26, 2019, from https://faculty.washington.edu/jdb/345/345 articles/iyengar & lepper (2000).pdf
Vohs, K., Baumeister, R., Twenge, J., Schmeichel, B., Tice, D., & Crocker, J. (2005). Decision Fatigue Exhausts Self-Regulatory Resources — But So Does Accommodating to Unchosen Alternatives. Retrieved 11 26, 2019, from http://www.chicagobooth.edu/research/workshops/marketing/archive/WorkshopPapers/vohs.pdf
Mike Hamers. (2013) 5 Reasons Why Using Numbers in Your Headlines Works. Retrieved 11 27, 2019, from https://writedirection.com/5-reasons-numbers-in-headlines-work/