A landing page is a website that consists of one page and is used to sell a product, service, or collect contacts of the target audience. If the page is not selling well, you need to conduct an audit and find out the reasons.
It is not necessary to order an audit from specialists. With the help of our article, you will be able to identify the weaknesses of the page and restructure it in a short period of time.
Where to start?
Before we look for weaknesses, let's figure out what blocks a good landing page consists of. It should not be overloaded with text, infographics, and stories about your "legendary" and "most revolutionary technology".
A landing page consists of various blocks. They fulfill their function and are located exactly where they are useful. The correct structure of a one-page website includes the following blocks:
- USP (unique selling proposition) and descriptor;
- details about the product and what customer's pains it "closes";
- work examples;
- customer reviews;
- answers to frequently asked questions;
- Calls to action;
- lead magnet to capture contacts of the audience that has not taken action.
If the landing page contains not only the main blocks but also additional ones, don't rush to delete them and blame them for poor conversion. All products are different, so one landing page may contain copies of a building permit, and another may contain the addresses of the company's nearest branches.
Now analyze each screen separately.
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Head screen
The main screen should attract the visitor's attention from the first seconds.
Unique selling proposition
After going to the page, the customer should see your USP. If it is vague, the customer is likely to close the page. To create a competent and informative USP, ask yourself a few questions:
- what is a landing page for;
- what kind of client's pain it "closes";
- what is the target audience;
- Why the offer is relevant.
In other words, you need to define the target audience and the benefits of the product. If you haven't analyzed your target audience but have created a USP and a landing page, there is a high probability that you will play "hide and seek" with the client (a game in which one of the participants catches the others with their eyes closed).
On a landing page, the USP looks like a headline and a subheading (its descriptor). The headline should be informative, clear, and short, but the subheading can describe your offer in more detail.
*On the left is an informative USP, on the right is a complex and overloaded one.
You can also use slogans. Here's an example of a good USP from Domino's Pizza: "You'll get a fresh, hot pizza in 30 minutes or free". Everything is clear here: delivery takes half an hour, if you are late, the pizza is free.
M&M's noticed that chocolate melts in your hands and causes discomfort, so they came up with their legendary slogan "M&M's melts in your mouth, not in your hands." The slogan is over 50 years old and still works. It's simple: they promised customers that their hands would remain clean when eating chocolate.
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Additional information on the home screen
In addition to the USP, the page should contain your brand logo, company name, and contacts. After going to the page, the visitor will quickly be able to identify the brand, and if it is familiar, they will increase their level of trust in you.
Enter the company's mobile number and email on the first screen. It is advisable to make the contact number clickable for mobile devices. This way, the visitor will make a call in one click and will not have to dial the number manually.
You can add a "Request a call" button under the mobile phone number. This way, the page visitor will understand that ordinary people are working on the product and are open to questions.
Second screen
Think like a customer: what would you do if you were interested in the USP? Most likely, you would want to learn more about the product. This is exactly the role of the second screen of the landing page - it introduces the potential customer to the product or service more closely.
Analyze the second screen of the landing page. If it is without photos, videos, and product details, then it needs to be improved. Don't forget that a landing page is a visual demonstration of the product, and the text is a supplement.
Imagine this: a customer is interested in an offer, scrolls down the page to get more information, and there is none. There is a lot of text about the brand and super-duper offers, but no details about the product. If the client is very interested in the product, they will have to google it, if they are not interested, they will simply leave the landing page.
The order of the blocks can change, so start from what information is most important to the client. For example, if your page is about emergency dentist services at any time of the day, it is important for the client to see your contacts and address. The faster the client sees your address, the faster they will call a taxi and come to you.
Third screen
The client has received more information about the product, the offer has become even more interesting, but doubts arise about the brand and service. To move forward, a potential customer needs guarantees. Provide them.
Case studies and examples of work
Examples of work are especially important. They allow the client to better visualize the solution to their problems. This block is especially important if your product is related to the appearance of something.
For example, before ordering services from a design studio, a client will definitely familiarize himself with the finished work. If they like the work, the client is ready to cooperate with you.
Customer reviews
This is one of the crucial elements in making a decision. If you don't have any reviews on your page, you need to add this block. Of course, if it is possible in your business. It is important for the client to read real reviews and opinions of those who have already used your services.
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Answers to the questions
Customers always have questions, so try to identify the main ones and answer them. It often happens that the client is unwilling or uncomfortable to call the contact number.
Answers to the most frequently asked questions will help customers:
- to eliminate doubts;
- do not waste an hour to clarify details over the phone;
- finally set yourself up for a purchase.
Last screen
The main element of the last screen is the lead form, CTA (Call to Action). The client should easily find and fill it out. We read text from left to right, so the lead form is considered the logical conclusion of the introduction to a product or service. If your form is located in another part of the page, move it to the right side.
Form of lead
Complex forms reduce the conversion of visitors into leads. The reason is simple: customers are too lazy to fill out a long contact capture form, even if the product is interesting. Imagine this: a person comes to your landing page, you almost convinced them to buy or sign up for a master class, but when they see a complicated form, they get scared and close the tab. "Almost" doesn't count: there is no lead and therefore no possible sale.
The classic contact form includes 3 fields: name, email, and mobile phone. If you shorten the lead form to one field, the conversion rate can increase by up to 22%. Additionally, customers are not alarmed by the possibility of cold calls and SMS in the style of "Hot offer...", "Only today...", "Webinar registration is over...".
Кнопка Call to Action
The CTA button allows the customer to perform a conversion action. Pay attention to the appearance of your button. It is important that the button text encourages the potential customer to take an action. If the button does not fulfill its role, you should redesign it.
Try to formulate the button text in accordance with the user's thoughts. For example, it is better to use "Get my free video tutorial" than "Get a free video tutorial"
Promotion
Promotions with an urgency effect help to push customers to make a quick purchase or register. Practice shows that conversion is influenced by details. For example, you can use countdown timers until the end of the promotional offer or show that the quantity of goods is limited. The tool can increase conversion by 3-5%.
Additional communication with the client
Customers don't always fill out a lead form, CTA, or register. We recommend adding additional offers to reduce the number of bounces and continue communication with the customer. Add to the page:
- links to your social media pages (if the client subscribes, consider one of the tasks completed: they are interested in your product and open to marketing offers);
- a field of nutrition;
- a gift for leaving contacts (for example, a book or video tutorial).
Additional analysis
Remember, the purpose of a landing page is to sell a product or service, so don't overload the page with unnecessary text, images, and other elements. Evaluate the importance of each element of the landing page. If there is unnecessary information, remove it.
Text
Reading bad copy is like communicating with a bore. Try to use interesting, light, informative texts that will be "swallowed" by your page visitors. They should not have to understand the meaning of your phrases and re-read your USP several times. Everything should be simple, clear, and interesting.
Callback services
Callback services, chats, and instant messengers also affect conversion. For example, you can use the Binotel service. The most important thing is to set up synchronization of callback services with your CRM system. This way you can collect customer data and communicate with them quickly.
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Conclusions
With the help of our recommendations, you will be able to independently audit your landing page and identify weaknesses, redesign them, and increase conversion. Remove everything from the page that is distracting and useless to the customer. Put yourself in the customer's shoes to understand the logical chain when choosing and buying your product or service, but if you have any questions, write to our digital agency and we will be happy to help you.
