You’ve probably wondered many times what is the best way to guarantee new customers for your business. You’ve also probably wondered if there’s any quick way for your business to gain new customers, preferably without you putting too much effort in it. Well, the answer is: yes and no.
As with any endeavour that is supposed to produce results, tending to your business requires – at least in the beginning – your complete and utmost attention. However, the good news is that if you rely on on-line marketing (and who these days doesn’t!?) to broaden your customer base, there are some things that might help you kickstart your business. Of course, there are e-mail campaigns, social media ads, etc. But there is one particularly efficient method that we’re going to focus on: landing pages.
What are landing pages? In short, they are target-oriented websites that are supposed to sell a particular service or product. Remember those free e-books you downloaded for free several times last year? Well, this was the result of you visiting several landing pages, and you downloading free e-books was a reaction to the so-called “call-to-action” , or CTA. What is a CTA? In short: you visit a page that is advertising a product or service. You are provided with enough information about the product/service to spark your interest, but you’d like to know more. And at this very moment, a CTA appears, offering you a discount, a free e-book, or some other profits. And how could you not grab such an occasion? And that’s how you become a customer.
One of the most important – if not the most important – terms related to landing pages is conversion rate. What is conversion rate? The simplest answer is: it’s the percentage of people visiting your page that click the before mentioned CTA and become your prospective customers. The higher the rate, the better for your business.
So, how to convince people to become your customers? In other words, how to make sure your landing page converts? A comprehensive, step-by-step guide can be found at https://landingi.com/blog/create-landing-pages-that-convert.
Here, we are going to focus on one of the most important – if not the most important – elements of a landing page, the Call-to-Action (CTA). As we’ve already mentioned, in order to make your landing page sell a product or service, your prospective clients need to perform an action. The list of actions include: buying a product, subscribing to a newsletter, contacting you via phone, etc. To achieve this, you need your CTA to meet several conditions:
1. Don’t make them guess. No one is going to “push the button” if you put something like “subscribe” or “send” on it. Be straightforward. Offering a discount on your service for landing page visitors? Say it.
2. Deliver. If you promise a discount, and offer a free e-book instead, then you’re not trustworthy. Don’t do that, news travel fast.
3. Let it breathe. One word: whitespace. Aside from making your button stand out visually (i.e. with colour, size, etc.), give it some whitespace, so it further stands out.
4. Don’t shout! Using aggressive, pompous words, together with exclamation marks will make people think that you’re not doing as well as you claim to.
5. Don’t let it disappear. Don’t allow your prospective client to lose track of your CTA, put it above the fold, repeat it throughout the page (if it’s long), so that people have incentive to perform an action, regardless their position on the page.
6. Occam’s razor. This well-known principle says, in short, that the less complex the solution, the more likely it is to succeed. It works the same way here, the fewer options you provide, the more likely it is your prospective client is going to do what you want them to. Drop excessive navigation, different offers, etc. , in favour of a CTA that stands out and immediately draws attention.
Following the above will let you create a more effective landing page. There are, of course, probably hundreds of different tips you could use to improve your conversion rates, but as mentioned before: the simpler, the better. People prefer to keep it simple (hence “one picture is worth a thousand words) so if you cater to their needs, you should see a significant increase in your conversion rates.
As with every aspect of running a business, you should carefully choose strategies that best fit your purposes. Generally, all of the above tips apply, but remember to tailor them according to your specific goals.