How to turn landing into profit?

One of the levers of creating an effective advertising campaign is your landing page. After the user clicks on the advertisement, a landing page enters the business, the main task of which is to convert the interested audience into the buyers of your goods. The financial benefit directly depends on the conversion rate on the page. But what are the typical mistakes of marketers? Today we will try to figure it out.



They use spyware, copy-paste information from landing pages they like and freeze in anticipation of high conversion. But the miracle does not happen. Why?

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They do not know about the components of a successful landing page and do not use split testing when developing their own landing pages. They do not interact with the audience at the very beginning, so the results are appropriate. Copy others - this is the last thing you can do for the company. As a rule, this approach does not lead to success, even if the copy object is on the list of top marketing solutions.



What can you do? See how industry leaders do, analyze their approaches, mark the most interesting “tricks” for themselves and transfer this experience to your individual “soil”.



To create the most effective landing pages, you need to understand the “psychology” of optimization. To increase the profit from your landing, you need to pay attention to such criteria as:



Value proposition

Relevance

Clarity

Necessity for the consumer

Customer care



So let's start in order.

1. Value of the offer



The most important criterion. Here you should answer the question that you offer to the consumer. To do this, build the scheme:



Value - The advantages of your offer - The cost of obtaining such an offer



Moreover, the cost of receiving includes not only the price of the goods or services, but also the efforts that should be expended to obtain them. Psychologists consider two substances as motivation for something: movement towards a personal goal and avoiding problems and unpleasant moments. As a rule, painkillers (which get rid of trouble in the form of physical pain), people buy more often than vitamins to maintain immunity.



2. Relevance



Your advertisements and landings should be designed so that their message fully conveys the content of the final product and the user does not have any additional questions about the relevance of its acquisition. By clicking on the ad, the user must receive what attracted him initially.



3. Clarity



Landing pages should be clear, without unnecessary elements that distract from the main content. Ornate design may look better, but if due to it the attention of users will dissipate, there will be no benefit from it. It is important to remember the original task of the landing - sale.





How to make your landing page more “understandable”?



Laconic, but at the same time informative copywriting. It involves mostly simple sentences, without complex formulations and incomprehensible sentences. A potential client should not spend time for a long awareness of what he read on the landing page.



More visible call to action



Absolutely every element on your page should perform the task of increasing conversion . Objects that do not meet this requirement, we remove without regret. They will not help us.



Necessity . One of the most influential psychological principles.



Imagine a situation where your friend wants to go on Friday evening and unwind and calls you with him. And you want to stay home and watch the “Game of Thrones”. The choice is obvious. However, if it turns out that after a couple of days, your comrade is going abroad and for several years you cannot see each other, priorities shift dramatically. This is the motivation, which should not be forgotten in the preparation of landing pages.



You have to “push” customers to take one or another action at a given moment. It is in this, because people tend to be distracted and they can easily switch from your advertising message. You must literally “hook” them with your call.



How to motivate users?



Countdown timer You can add a script that has a countdown. For example: “You have 5 minutes left to buy ...”, “Our action ends at midnight”, etc.



Limitations . You can indicate that you have a certain amount of goods or a certain number of places (for registering for a webinar or a conference). Fear of being left without a profitable investment will motivate users to make purchasing decisions faster.



Here it is important to explain to potential customers why they need to purchase the product right now. It is desirable that the reason be explained in as much detail as possible and naturally.



Customer anxiety



This is a natural reaction of users to pay to buy online. Today, there are many cyber fraudsters who write off money from unsuspecting people. This can not but leave an imprint on the overall level of distrust of users of Internet resources.



What can you do to increase the level of trust in your company?



Provide statistics on how many people are already using your services / using your product. People are social by nature, so the argument in the form of public approval, as a rule, helps them to decide on the purchase of goods



Add to the landing information about the confidentiality of data entered on the site.



Post customer reviews. Use real testimonials from real people. So you can build and maintain a positive reputation for a long time.



Abstraction



This element is the “enemy” of your conversion and profit. On the landing page there should not be any objects that in one way or another distract the user from the purchase. Take them away.



As is clearly seen from the above, working with a competent landing page is not an easy one. To achieve the maximum effect of the landing pages, you need to work with them at all stages - starting with preparatory analysis and ending with monitoring the interim results from visiting the site.



The main thing when designing landings is not to forget that their visitors are real people who have their own interests, needs, desires and fears.



Put the most clear and interesting idea into the landing page, and then the profit will not take long.







BYYD • Mobile Advertising Platform