You recognize the drill: You construct a fast touchdown web page and begin selling it.
The leads begin rolling in, however there’s an issue: None of ’em are turning into paying prospects. They’re simply sitting there, ready.
Sounds acquainted? You’re not alone. Too many companies throw fast touchdown pages collectively, pondering solely concerning the fast subsequent step (say, producing leads). They usually don’t take into consideration an important factor: How the touchdown web page impacts gross sales conversions additional down the road.
This usually causes a pipeline of unqualified leads that wastes your time, power, and—worst of all—cash. What if there was a method you might enhance not simply the conversion charge of your touchdown web page, however the general gross sales conversion charge as effectively?
Guess what? There’s!
By following the three steps outlined on this publish, you’ll construct extra belief along with your prospects earlier than they even attain your gross sales group, ensuring your leads not solely convert but additionally flip into paying prospects.
1. Use Your Copy to Pre-Qualify Site visitors
Right here’s a query virtually each marketer asks: “How a lot ought to we spend per lead?”
And though this query is well-intentioned, it misses a key level. Price-per-lead is an important metric and it’s one it’s best to monitor rigorously, however you shouldn’t search to all the time generate the most leads on the lowest value.
Lead generation is a see-saw. It is advisable to stability each lead high quality with lead amount. There’s actually no profit in producing low cost leads in the event that they’re unqualified. Doing so is only a waste of your gross sales group’s sources.
And that is the place your touchdown web page steps in. You need to use it to filter out unqualified leads earlier than they ever enter your gross sales ecosystem.
You are able to do this in two methods:
- By utilizing language that subtly speaks to the folks you’re concentrating on, whereas pushing away those that aren’t a part of your audience.
- By being upfront and clearly stating who you assist and who you don’t in a “who is that this for” part.
It is a nice instance from Membership Academy, the place they clearly name out who the membership is for and who it isn’t for.
Whichever method you resolve to do it, there are usually 4 belongings you need to make clear with prospects earlier than they contact you. It makes up the acronym BANT:
- Finances: Does this particular person have entry to the sum of money required to buy your product/providers?
- Authority: Does this particular person have the decision-making energy to approve a monetary buy?
- Want: Is the particular person viewing this touchdown web page somebody who really needs to realize the result you promise?
- Time: In what timeline are they on the lookout for an answer?
Whenever you’re building your landing page, be sure to handle every of those factors in your copy to make sure solely the best individuals are making it via to your gross sales group.
2. Embody Imagery of Your self, Your Crew, or Your Workplace
The extra you are able to do to construct belief with a potential buyer earlier than you ever communicate to them, the higher. That is much more essential with service suppliers the place there’s usually extra of a 1:1 reference to prospects.
Take healthcare, for instance. It’s an trade the place an infinite quantity of belief is required.
Usually you’ll run an advert marketing campaign directing folks to a touchdown web page the place they’ll fill out a “complimentary session” kind. From there, the workplace will name them to ebook their in-person session.
One of many greatest roadblocks for a funnel resembling that is that individuals will fill out the shape however gained’t reply their telephone when the workplace calls. After coming throughout this drawback a number of instances, it was time to perform a little research.
It seems individuals are nervous. They’re nervous about coming right into a well being apply with out first understanding extra concerning the apply, the group, and the service they signed up for.
They join within the warmth of the second, then get the basic “purchaser’s regret.” (Or, y’know, “purchaser’s jitters.”)
To treatment this drawback, ensure that so as to add images of your self, your group, and even your workplace area to your touchdown pages. By doing this, the customer will get to see who they’re coping with and (within the case of a well being apply) the place they’ll be visiting.
UK-based gymnasiumFaultless Fitness is an ideal instance of this. They approached us on the lookout for assist with their promoting and touchdown web page conversion charge. They instructed us their audience wasn’t essentially “gym-goers” and that they wished to cater to a wider demographic (i.e., those that hadn’t ever stepped right into a gymnasium earlier than).
With this in thoughts, we wished to incorporate photos of the gymnasium, private trainers, and different members figuring out on the touchdown web page. This manner, folks might see that the gymnasium wasn’t a scary place and that it was a enjoyable, sociable surroundings.
By merely including photos like this, we noticed the touchdown web page conversion charge improve from 4% to 11%—a 275% conversion charge increase!
3. Hyperlink to an Informative Affirmation Web page
The confirmation page (the web page somebody lands on after the touchdown web page) is probably the most underutilized piece of actual property on the web.
As soon as somebody has signed up for the provide in your touchdown web page, they need to be redirected to a affirmation web page that does two issues:
- Confirms the motion they’ve simply taken.
- Introduces the following step.
You’d be stunned at how many individuals join issues with out realizing what they’ve finished. The affirmation web page is the proper place to strengthen the motion they’ve simply taken, making clear that they’ve signed up to your provide.
You too can use the web page to reiterate the advantages of getting crammed out your kind. By doing this, they’re more likely to truly take note of the factor they’ve signed up for.
When you’ve confirmed the transaction, it leads you completely into introducing the following step.
When somebody has signed up to your provide, they’re in a state of intent. They’re actively making an attempt to resolve an issue—and when you don’t give them the chance to take the following step, you’re lacking out on a chance.
Right here’s one other instance from Faultless Health. The affirmation web page provides success tales—so folks have an opportunity to see what success may appear to be earlier than they even get on the telephone.
The next move could be to upsell them one thing, or it could possibly even be so simple as “promoting” the following step. If the following step is to your gross sales group to succeed in out, inform your prospects on the affirmation web page! Arrange their expectations and also you’ll improve the possibility that they’ll present up.
Bonus: Present Particular Social Proof
I do know, I do know—I stated there can be three ideas. However you’ve learn this far, so have one other! 😉
Right here’s the factor: No person likes to be a guinea pig. When folks go to your touchdown web page, they’re there as a result of they’re intrigued by your provide. They consider you could assist them resolve a particular drawback.
The aim of the touchdown web page is to inform folks how and why you’re the best particular person or enterprise to assist them. Probably the greatest methods to do that is by offering specific social proof displaying you’re trusted by folks like them that you simply’ve helped earlier than.
Movies work notably effectively as a result of they really feel actual. (Nonetheless, be certain any movies are serving a key objective in your touchdown pages, as they’ve been proven to have either a neutral or negative impact on conversions.)
There are a lot of methods you possibly can add social proof to your touchdown pages, resembling displaying belief logos, social media assist, evaluations, rankings, testimonials, or case research.
Should you can present social proof that’s particular to the give you’re making, that goes a good distance. For instance, when you’re a dentist and also you’re making an attempt to get folks to enroll in your tooth whitening provide, share the tales of people that have used that service with you.
All the time Suppose Two Steps Forward to Flip These Conversions Into Gross sales
Keep in mind: Whenever you create a touchdown web page, don’t simply take into consideration the fast subsequent step—take into consideration how the touchdown web page may help you with the whole gross sales course of.
Your touchdown web page is the primary actual impression folks get of your model. And as everyone knows: You solely get one likelihood to make a primary impression. So make it depend!
A good way to do that is through the use of Smart Traffic. It means that you can robotically serve your prospects with the touchdown web page that’s most definitely to transform ’em based mostly on their distinctive attributes. This implies you might attempt totally different variants of a touchdown web page utilizing the ideas above, then activate Good Site visitors and see which of them carry out greatest.
