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  • 01
  • November

The Perfect Landing Page

Although we strive for perfection an Omni Web Design Leeds there is no such thing as the perfect landing page that can convert 100% of visitors, but we can convert as many as possible. 
 
There will always be people that land on your site and never buy from you. There will always be people that find your site for reasons other than needing your business. Your product/service or pricing won’t appeal to everyone. For the visitors that are potential customers, this post will explain the best ways to approach converting them into buyers. We will cover the definition of conversion and the buyer journey through Awareness, Interest, Desire and Action.

The people that land on your site can be categorized into the following:

  • Yes
  • Yes maybe
  • Maybe maybe
  • Maybe no
  • No

Our aim is to convert all the maybe maybes and above.

Visitors that can convert. Yes, Maybe, No

What is conversion....

Conversion is something that is measurable, that has some kind of value to you and can be defined as 

“The percentage of people that start and also complete the desired conversion action that you are tracking.”

It’s important to work out the value of a conversion, what is a conversion worth to you? If your conversion goal is to sell a product your conversion value might be the cost of breaking even but it might be more if you take the lifetime value of a customer. If they buy from you multiple times then your conversion value is more than the sale of that first product. Sometimes it’s harder to quantify, what is an ebook download worth, what is an enquiry worth to you? If you can put a figure on it then it becomes easier to track the return on your investment. 

Conversion goals differ depending on what your business is and therefore what your marketing strategy is. Conversion could be making a sale, clicks on your video, a form submission or a phone call to your business. Different types of conversion take different levels of commitment. 

  • E-commerce — takes a lot of buyers commitment and trust (brand loyalty). Typically, the industry standard for e-commerce is 1-2% conversion rate but this can vary wildly. 
  • Lead Generation — phone call, email, download or form submission (usually service or bespoke or high-value product). These have a longer sales cycle.
  • Publishers — Typically making money from ad revenue or subscriptions needing visits and sign-ups. Commitment can be similar to e-commerce because recurring costs and receiving emails is involved. 

Your landing page needs to consider what level of commitment your visitors need in order to convert. Buying from you takes more commitment and trust than leaving an email or filling out a form. Filling out a simple form (email and name) takes less commitment than filling out a long form (name, business, contact, message, attachments). 

To read more about the definition of conversion check out Sherpablog/conversion-defined

A I D A 

To know what commitment your visitor needs to convert you have to know where along the buyer journey your visitors are. You may have heard of the Awareness, Interest, Desire, Action (AIDA) model of marketing. Your website needs to be designed for the right stage or stages and be effective at converting at each stage. Good web design takes the buyer journey into account.

The Awareness Stage

This is where the level of commitment is at its lowest. Your visitors are looking for reassurance and clarity in your message, what your offer is and what It can do for your customers. They are thinking “do you have what I want and why should I buy from you? “, What is your uniqueness over your competitors and do you get that across? For this stage, it’s best to have a calm and still design. Flashy sites with overdone hero videos and sliders statistically turns people off in the awareness stage. Your information should be laid out with a sense of hierarchy emphasising only the important points. Your headline and call to action should be clear and the site should be uncluttered with plenty of space.

The Interest Stage

They are not highly committed yet, this stage is more similar to the awareness stage than the other stages. You can’t convince someone to be interested, interest is self-selected. Marketing is for the latter 2 stages, you can convince them to select you over a competitor or to buy your product but can’t convince them to be interested. You might want to send them down different routes depending on their demographics or their needs. 

Person-based selection paths let your visitors select their path forward depending on who they are. For example, if you are selling website hosting packages you can send them down 3 different paths if they are 1. a blogger,  2. A small business, 3. A large enterprise. 

Needs-based selection paths let your visitor select their path forward based on the needs they have e.g. 1. shared hosting, 2. virtual private server, 3. dedicated private server.

It’s worth trying both approaches and seeing which works better for your business. You might find the person based selection is more informative and user-friendly to people.

The Desire Stage

This is the stage where your visitor starts to read rather than scan your site. They are looking for trust and security and reassurance that the action they are about to take is the right thing to do. One of the greatest deterrents of conversion is a lack of safety and trust. Fill them in on the context of your business, team, products and service and give them transactional assurances and social proof. 

It can be advantageous to allow the visitor to set their pace and direction of their relationship with your business. Offering a chat box, ebook download and contact form for a quote gives the visitor options to choose the way they want to progress based on what they are ready for. However, having multiple calls to action can confuse things and result in worse conversion so this has to be thought out and balanced with the marketing strategy you are deploying. Typically you want one clear conversion action on each page. It is OK to have others but make one the primary and make it stand out visually. 

In this stage they are still on your site researching you and your products/services, so offer the most important aspects of your product/service first, prioritise your information. Reviews are a great way of convincing people, they are a modern form of word of mouth, the most powerful form of marketing. Even having a couple of bad reviews makes the good reviews stand out more, results have shown, it makes the reviews seem more trustworthy. 

The Action Stage

Just don’t screw it up in this stage, that’s all that’s required. Their commitment is at the highest, a natural result of the above stages. Don’t make them jump through any unnecessary hoops. Avoid distractions like continue shopping, don’t ask for information twice (shipping is same as billing address). Voucher codes can make people leave the checkout stage to search for voucher codes, then you run the risk of them not coming back or finding the same product or service elsewhere. Keep the user experience flow simple and guide them to the action you want them to take.

Timing Through The Buyer Journey

Different buyer journeys will take different amounts of time depending on the product. A car will typically have a long sales cycle. You will be aware of cars as a child and become interested in cars early but it’s not till you reach 18 years of age when you can actually own one that the desire and then action phase is reached. In contrast, buying an electric tin opener gadget might have a very quick journey from awareness (seeing it on a social media avert), to interest, to desire, to buy it right there and then because it’s a cheap price and you want to give it a try. 

To read more about the AIDA marketing model try this article from The Balance.

Conclusion

Your website needs to be designed depending on your marketing strategy. Your marketing strategy determines what your conversion goals are and your website design. Your web design is influenced by the speed of the buyer journey and at what stage on that journey they are when they land on your site. You won’t be able to convert everyone that lands on your site but you can maximise the number of visitors that convert with good design that takes into account the marketing funnel and the buyer’s commitment to buy. Try to keep the user experience simple and reduce the number of distractions via links to other pages that take the user off the conversion path.

If you have any questions about this post, or if you want your site analysed for conversion improvement tips for free then please get in touch with Omni Web Design Leeds via our Contact Us page.


 

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