Did you know the average conversion rate on a landing page is between about 2.2% and 2.5%? Given that, the odds of converting a prospect to a customer are not very high.
But if you incorporate some of the tips outlined below, you’ll be able to improve your landing page conversions by 10% to 50%. Imaging that — increasing your revenue on each landing page by 10% to 50% by simply fine-tuning your website copy.
Focus on what the buyer wants, not what they need. Consumers listen to their cravings and desires far more than they pay attention to their needs. Have you ever gone into a grocery store and left with nothing that you planned on getting in the first place? Buyers are impulsive purchasers. When you tap into humans’ natural tendency to be impulsive, you can increase conversions on your website (and at the point-of-purchase).
Identify your target market’s hidden motivators. Your website has an end purpose to drive consumers to action whether that is to buy a product, join an organization, or donate money. By analyzing your customer’s hidden motivators, you can ask the all important question — what drives them to action? For example, people don’t buy Rolex watches because they tell time accurately. They buy Rolex watches because they want to look sophisticated and wealthy. That’s their hidden motivator. (Why do we say it’s hidden? Because if you ask Rolex owners why they bought their watch, they would never say “Because I want to look sophisticated and wealthy.”)
The aesthetics of your copy can be just as important as the wording. The fastest-selling websites consist of a one-page sales letter with a single column of text occupying half the screen width and a maximum of 2 or 3 linked pages. The paragraphs should be kept short to make the page easier to read. Emphasizing certain keywords by bolding or highlighting can also be useful by drawing your reader’s attention to your benefits.
“Test everything…assume nothing!” There is always room for improvement, so you should test, test, and test some more. It is the only way you can point out your strengths and weaknesses, what works and what doesn’t. No matter how much you research and plan the strategy, you can never know for sure what the outcome will be. Remember that practice makes perfect and lucky for you, copy on the internet is always tweakable.
Many ads today include a URL, leading the potential customers to a landing page in hopes that they will take some kind of action. They may ask for more information, sign up for the newsletter, or make a purchase. By improving the sales copy, you can lead the consumer to make a move.
The take away:
Attention: Grab the buyer’s attention with your headline copy
Interest: Know the target you are addressing so you can capture their interest
Desire: Take advantage of your customer’s wants and desires
Action: Lead the customer to the action you want them to take
If you are eager for more tips on improving your copy, check out this article from Moving Ahead Communications.
Brittney Leigh Smith is a marketing analyst and contributing writer for the 60 Second Marketer.