{"id":765,"date":"2023-11-16T14:36:37","date_gmt":"2023-11-16T14:36:37","guid":{"rendered":"https:\/\/okonet.kinsta.cloud\/?p=765"},"modified":"2023-11-16T14:36:37","modified_gmt":"2023-11-16T14:36:37","slug":"5-ways-an-effective-landing-page-is-like-a-good-first-date","status":"publish","type":"post","link":"https:\/\/cool.co\/publisher-experiences-home\/2023\/11\/16\/5-ways-an-effective-landing-page-is-like-a-good-first-date\/","title":{"rendered":"5 Ways An Effective Landing Page Is Like A Good First Date"},"content":{"rendered":"
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Picture this: you\u2019ve created a good ad. A great ad, even. It\u2019s clever, it\u2019s a little funny, it piques customer curiosity, and most importantly of all, it\u2019s\u00a0driving those clicks<\/b>. But while the ad is performing, sales aren\u2019t. You\u2019re not moving any more units or scheduling any more appointments today than you were in the weeks before you had your ad epiphany. Your conversion rates are stagnant. This is a problem, obviously: but where is the problem happening?<\/p>\n<\/div>\n<\/div>\n

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This happens a lot in online advertising, and it can very quickly turn into finger-pointing. Clients may blame their ad agency for creating an ad that doesn\u2019t drive sales. The agency might blame the publisher, suggesting they\u2019re getting poor placements, or that their target audience isn\u2019t aligning with the publisher\u2019s content. Or maybe the agency and publisher will blame the product or service itself, for creating something that people just don\u2019t want to buy.<\/p>\n<\/div>\n<\/div>\n

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There can be a lot of different reasons that an ad campaign and sales numbers fall out of alignment, but one of the more-frequent problems is\u00a0an issue with your landing page<\/b>.<\/p>\n<\/div>\n<\/div>\n

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Your landing page \u2014 also known as your \u201csales page,\u201d \u201clead page,\u201d \u201clander,\u201d or just \u201cLP\u201d for short, is where a user gets redirected to after clicking on your ad, and as such is the first step further into your sales funnel.<\/p>\n<\/div>\n<\/div>\n

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When you\u2019re creating a landing page, it’s important to consider the various types and layouts a web page can have. A video sales lander (VSL) is a landing page that is (obviously) just a video that primes the customer for the sale page. An\u00a0advertorial landing page<\/a>\u00a0is one that apes the style of an editorial article, easing the customer into the sale. A direct-to-sales landing page is one that deposits the customer straight from the ad into an add-to-cart page. A \u201clander article,\u201d tries to stealthily encourage a sale by informing the user about a related topic. And a testimonial landing page is one written from the point of view of a (presumably satisfied) customer, inviting others to join them on the bandwagon.<\/p>\n<\/div>\n<\/div>\n

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Improving your sales funnel starts with improving your landing page.<\/p>\n<\/div>\n<\/div>\n

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The Landing Page: Your Second First Impression<\/h2>\n<\/div>\n<\/div>\n
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An ad is a little bit like a pickup line: it\u2019s your introduction to a potential sale, an opportunity to say something funny or interesting in the hopes that you can sit down and get to know each other a little better.\u00a0Your landing page is the conversation<\/a>\u00a0that happens after that initial flirtation: you\u2019ve got to take that initial interest and hold onto it, without boring them or scaring them off, in the hopes of forming a lasting relationship.<\/p>\n<\/div>\n<\/div>\n

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You want to\u00a0make your intentions clear<\/b>, but you don’t want to be either too forward and blunt or, the opposite, too vague and dull.<\/p>\n<\/div>\n<\/div>\n

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1) Direct-To-Sales = Direct-To-Trash (Don\u2019t Be Forward)<\/h3>\n<\/div>\n<\/div>\n
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After all the work setting up a solid business and an eye-catching marketing campaign, spending time on a landing page to lead customers into your funnel can feel like superfluous extra work. It can be easy to feel like your product should stand on its own, and take a customer straight from a solid ad into your store or shopping cart.<\/p>\n<\/div>\n<\/div>\n

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But coaxing a sale out of a reluctant customer is all about never doing anything jarring or unexpected. People click on ads because they\u2019re intrigued or because they want to learn more: customers are very rarely ready to enter their credit card information based off of that initial reaction, and in those cases it\u2019s usually because the product or service is universally known.<\/p>\n<\/div>\n<\/div>\n

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A landing page in-between the ad and the rest of the funnel is a key way of softening that landing, and easing the transition into a customer buy-in. To continue the pickup line earlier, a\u00a0direct-to-sales page<\/a>\u00a0is a lot like making someone laugh with a pickup line and then asking for their address. That\u2019s\u2026 probably not going to work. It\u2019s too forward, and customers will back out at that point. A direct-to-sales approach is, generally speaking, not an effective landing page.<\/p>\n<\/div>\n<\/div>\n

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2) Radiate Trustworthiness (Don\u2019t Be Sketchy)<\/h3>\n<\/div>\n<\/div>\n
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The internet can be a dangerous place for an unsuspecting credit card number \u2014 people have learned over many hard years to be careful about how they give out their information, and to whom. You want your website to radiate a non-threatening aura \u2014\u00a0build trust<\/a>\u00a0so that customers feel more comfortable doing business with you.<\/p>\n<\/div>\n<\/div>\n

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Part of that is as simple as having a clean, professional layout. Multiple ads for other products, videos that start on their own, or music that can\u2019t be stopped, can all give the impression that your operation isn\u2019t entirely above-board. They can also cause loading issues that slow down a customer\u2019s computer or otherwise interfere with site functionality. The urge to maximize revenue on your page is understandable, but there\u2019s such a thing as overdoing it. You want a site that loads quickly and cleanly. A mobile-friendly website with a good site speed reads as trustworthy and professional to the average user.<\/p>\n<\/div>\n<\/div>\n

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You\u2019re also going to want to make sure that you\u2019ve given your copy a careful polish. A website with spelling, grammatical, or other errors may give eagle-eyed customers cause for concern.<\/p>\n<\/div>\n<\/div>\n

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\u201cTrust Signals,\u201d as they\u2019re called, are little written and visual cues to the customer that you\u2019re a reputable business. Badges denoting awards you\u2019ve received, logos for accreditations your business has received (Better Business Bureau, etc.), endorsements and testimonials from satisfied customers \u2014 all of these things will help a customer relax. Social media buttons that direct customers to your company Facebook and other pages will also help convey that you\u2019re an established brand with a real web footprint.<\/p>\n<\/div>\n<\/div>\n

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3) Only Take As Long As You Need To (Don\u2019t Be Dull)<\/h3>\n<\/div>\n<\/div>\n
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How long to make your advertorial or video landing page can be a tricky one. The general rule of thumb is that the more-expensive your CPA (cost per action), the longer your sales pitch will likely need to be. A pizza or a tire rotation are things a customer is probably going to be willing to take a chance on, because the risk\/reward ratio is pretty firmly in their favor. Once you\u2019re asking for tens or even hundreds of dollars, though, your potential customer is going to take more convincing.<\/p>\n<\/div>\n<\/div>\n

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On an expensive product or service, an advertorial page with thousands of words, or a Video Sales Lander extending over half an hour long can make perfect sense. Nobody\u2019s going to stand for that sort of nonsense for an inexpensive product, and you\u2019re going to scare away more business than you get.<\/p>\n<\/div>\n<\/div>\n

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On an expensive product, though, a fun thing happens: if a customer has sunk enough time into watching your video or reading your copy, they\u2019ll start to feel more compelled to make a purchase, so that this time wasn\u2019t wasted. Don\u2019t try to artificially inflate your length to produce this result, of course. You may want to A\/B test a couple of different lengths to really dial in your performance, but the ultimate goal is to create a user experience that\u2019s only as long as it needs to be to convince them.<\/p>\n<\/div>\n<\/div>\n

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4) Make Your Intentions Clear<\/h3>\n<\/div>\n<\/div>\n
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From the first sentence of your landing page to the \u201cAdd To Cart\u201d button at the bottom of the page, you want your potential customer to have a clear understanding of what\u2019s going on. If you\u2019re selling a product, you want to start mentioning that product early and often. If you\u2019re selling a service, you want that to be obvious. You don\u2019t want to come across as desperate, of course, but you also don\u2019t want to jar customers with the feeling that they\u2019ve been the victim of a bait-and-switch. Your call-to-action should be clear from the first paragraph, and you want to hammer that message early and often.<\/p>\n<\/div>\n<\/div>\n

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This is true of\u00a0every phase of the sales funnel:<\/a>\u00a0you want smooth, predictable transitions from one phase of the funnel to the next. Startled customers bail. Your general tone and art style should stay consistent from beginning to end. When a customer clicks on an ad, the page they end up on shouldn\u2019t feel like a surprise. And when they get to that page, they should understand that the next step will be signing on for a purchase.<\/p>\n<\/div>\n<\/div>\n

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Part of making your intentions clear is writing an effective, compelling headline. They shouldn\u2019t be too short or too long, they should be clear in their intentions, they should have snappy language that grabs attention. And incorporating numbers and parentheticals can help, too – our headline up-top,\u00a05 Ways A Good Landing Page<\/b>\u00a0etc. is a good example of the former.<\/p>\n<\/div>\n<\/div>\n

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And just so nobody misses it, you\u2019ll want to cap off the bottom of your page with a nice, big CTA button, preferably red or some other eye-catching color, that says \u201cBuy Now\u201d or something else unmistakable on it.<\/p>\n<\/div>\n<\/div>\n

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5) Entertain and Inform<\/h3>\n<\/div>\n<\/div>\n
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No matter what you\u2019re writing, you\u2019re writing first and foremost to entertain. You want to\u00a0capture and hold onto a customer\u2019s attention<\/a>\u00a0for the duration of the sales funnel, and that means you have to keep being interesting throughout the process. As long as you\u2019ve got the customer\u2019s attention, you can use that to inform them on the virtues of what you\u2019re selling.<\/p>\n<\/div>\n<\/div>\n

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That means a punchy, not-too-short, not-too-long headline, a visually-interesting but not cluttered page, a solid call-to-action at the end and a solid hook at the beginning.<\/p>\n<\/div>\n<\/div>\n

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Some of these rules may seem obvious, and some of them are deceptively simple. But if you follow as many of them as you can, then you\u2019re really increasing your chances of closing the deal.<\/p>\n<\/div>\n<\/div>\n

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If you\u2019d like more tips and tricks for your business, check out\u00a0our blog.<\/a><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Picture this: you\u2019ve created a good ad. A great ad, even. 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