How to get more conversions from your website landing pages
This article focuses on what people are scanning the page for after they land on a page, and how you will lose their interest if you don’t answer their needs
When people land on your website page, there are two main things they’re looking for:
- Proof of how good you are.
- How much it will cost them.
They will scan your landing page looking for that information and if they don’t find it quickly, they’ll leave and start looking at other websites.
Don’t believe me?
Just look at the bounce rates in your Google Analytics.
Respecting the time of your website visitor
You may think that you offer the best product or solution, but the potential customer really doesn’t care about what you think.
They are looking for the right solution to their need and they will only invest their precious time in websites that can quickly highlight that they are worth spending more time on.
Think about how YOU navigate to and around websites …
Are you looking for credibility and a warm feeling that they perform well at what they offer?
And also do you have thoughts about what the cost may be to you?
Landing pages from Google Ads (this also applies to other paid media)
This is something I see far too much of in my ‘rescue my website and marketing’ work:
- Google Ad taking the clicker to a landing page.
- Each click costs budget.
- The landing page doesn’t quickly answer the questions in people’s heads.
- The visitor clicks back out to Google and clicks on somewhere else.
- Outcome: wasted click and money in Google’s bank for no benefit to the advertiser.
Answering question 1 – how good are you?
On your landing page you should briefly introduce what you offer, but immediately afterwards focus on your proof that you have happy clients who have bought that product or service from you.
How?
It can range from wording and a graphic similar to this:
Here’s just a selection of our customers whose expectations have been exceeded
… through to boxes that encourage people to click through to more details of the work you’ve done for those customers, purely related to the product or service being offered on the page they’re on:
By giving website page landers what they initially want (evidence that you can be trusted to provide excellence in the subject of the website page), they are more likely to look at the rest of the page and other pages of your website.
However, you ideally want to add something else into that landing page – a focus on pricing …
Answering question 2 – what’s the cost?
If you’ve satisfactorily proven that you have plenty of clients that buy your product or service, then you’ve ticked one huge box in the mind of the potential buyer.
Some of them may even make contact with you without having any indication of pricing of the product or service.
However, many will still be wondering what the cost will be … or at least an indication of the cost.
I know what you could be thinking right now … I’m NOT going to put our pricing on the page!
Here’s the good news: I agree with you.
Sort of.
What you do need is a very clear ‘Find out about our pricing’ type graphic/area of the page that allows the visitor to click off to a page that focuses on your pricing.
Ideally, they would click off to an anchor point on that page that covers pricing related to the product or service that they’re looking at on your website.
Why take them to another page?
Because if pricing is shown on the product or service page and your data tells you that many people are leaving from that page, then you won’t know whether it’s the pricing that put them off or something else.
When you can track which people get to your pricing page then you are left with those who didn’t get that far and so can make judgements about what other factors could have stopped people further engaging with the website.
Why show them pricing at all?
Because if you totally hide your pricing then potential customers will think you’re hiding something and maybe that something is that your pricing is too high for their budget (or your pricing may be fluid depending on who they are and what you think you could charge them) and so they’re not prepared to make contact if that may be the case.
Going deeper on landing page strategy
I’ve written two deeper articles on these core challenges that lead to so many businesses losing too many potential enquiries from people who land on (or get to) their product or service pages.
Those articles map out exactly what you need to do to excel in those two areas.
To find out more, please click through to my articles on proving how good you are and why you need pricing even though you may not actually show your pricing.
If you’ve got any questions or have feedback, please do post those below.