Increasing Landing Page Conversion

    Surely you have repeatedly come across many landing pages and are tired of their aggressive behavior. Not having time to read the headline, you immediately begin to require contacts. And if initially such a technique still gave more or less good results, then every day it becomes more and more ineffective.


    Visualization of typical aggression by most landing pages


    What happened


    To understand the reasons for the decline in conversion with this approach, you need to go back a little and understand from what these forms generally appeared.

    And everything happened quite naturally. Most sites offered fairly sophisticated communication interfaces, requiring a lot of preparation and patience from users. In the end, the evolution of interfaces has reduced everything to a simple form: a name and a phone number (or even just a phone number), filling in which users solved communication problems on the site and then the manager processed them in the telephone mode.



    The obvious simplification of the interfaces had a positive effect on conversions and, like all good things, quickly spread across the Internet and became a widespread trend.

    And there would be nothing, but the natural desire of people to get more started to play a cruel joke with a simple form of contacts. So there were promotions, super offers, discounts and timers limiting the effect of all of the above and indicating the only one correct action - fill out the form or die .

    In most cases, this is where the talent of the majority of landing page makers ends, and from this we have thousands of “landing pages” made with a carbon copy, differing only in the size of the discount or the duration of the far-fetched action.

    So what's the deal?


    In detail about the problem of template solutions that do not take into account the needs of the target audience, I already wrote in my previous article: Each Landing Page. Sore and recommend reading it before continuing to read this article and even more so - try to implement the technique described below. Since the use of even very good decisions in poor landing pages will not give a significant improvement in conversion.



    So, in the process of evolution of interfaces, people came to a simple request form, which gives a greater conversion than previous known solutions. Developers began to massively apply this technology and improve the conversion of artificial stimulants, gradually shifting the focus of attention from content to target action. At some point, this bias finally supplanted the content, leaving only focus on the target action. I consider this moment to be a turning point.

    If we draw an analogy from real life, now the process of meeting a girl looks something like this:
    "Hi. Sleep with me! My offer is limited. Only 2 girls per day. Look how beautifully I am dressed. I am very technical. Do not waste my time. Sleep with me! ”


    Obviously, this dialogue is absurd and the guy would definitely have received at least a slap in the face. So why are you sure that most landing pages that work in exactly the same way should be effective?

    Requiring contacts without prior acquaintance, we only cause irritation to the visitor. And still, such solutions work well only for those who are looking for a ball of discounters and customers who are really on fire. The latter is usually indifferent to the rest of the tinsel and they will buy, even if you have to look for your phone in the whois domain. But there are few of them.

    Anticipating the cries of “But it works!”, I want to remind you that conversion is not just numbers in analytics. It’s easy to indicate in the portfolio after the next landing page “Here we achieved a conversion of 40%.” And how many of them have become real customers? And how many will return? And how much business has lost money, giving away discounts and gifts right and left? This is usually silent.

    Magic pill


    Immediately upset - there are no magic tablets, and you still have to think with your head.

    In the process of lengthy experiments, we came to the conclusion that before asking a person to perform the necessary action we need to communicate with him. In the context of the interface, well-known masters do this task perfectly.

    Thus, on the landing of a travel agency, when you click on the button “Find out the current prices”, the user sees not a form for entering a phone number, but a “virtual consultant” who asks him a few clarifying questions: When do you want to fly out? For how many nights? Who will go?



    And only after receiving answers to these questions he offers to leave contact details, explaining what will happen next.
    This approach, together with the content-oriented content of the landing page, gives a significantly better result without causing a feeling of aggression. And there is an explanation for this.

    People, even wanting to get a product or service, are mostly inert and in no hurry to leave their contacts. Not everyone likes to talk on the phone, not everyone has the time, not everyone knows what they want. They use the Internet to solve their problems and it is natural to first satisfy their needs and only then ask for data for communication.

    The master is engaged in the solution of needs (naturally, in combination with the rest of the landing page content). By asking the right questions, we help a person concretize his intentions and thereby push us to carry out a targeted action.

    In addition to specifying intentions, this approach also works on an emotional level, placing the client in empathy and trust.

    In one form or another, this solution is applicable to most niches and is applied by us in such areas as “travel services”, “plastic windows”, “plastic pipes” and a number of others.

    The described example using the wizard in the popup is only one of the possible interface solutions and it is not necessary to apply only one of it. It is important to capture the very value of the approach: to help a person concretize his intentions and arouse a sense of trust.

    For example, when designing a landing page for plastic pipes, we determined the intention to get a price list of products as a key action. While all competitors, when trying to get a price list, immediately demanded contacts, we went further and satisfied the need of visitors by sending them to a page where you can immediately download the necessary price lists. On this page, along with the prices, we placed a special request form, but as expected, the conversion on it was quite low, which can not be said about the price downloads.



    The magic was different. The number of calls after loading the price lists has gone up sharply in comparison with the previous version of the interface, and their quality has increased significantly. If earlier, the manager had to communicate with the client on duty and then still send him a price list, then in this case the communication was already more constructive. Thus, we reduced the load on the call center and increased the overall conversion denominator. Although not in a traditional way.

    Disclaimer


    The described interface solution is only a tool and requires a careful attitude. I do not appeal to the widespread use of masters and similar solutions wherever and how horrible, but only indicate that in addition to the tough and ignoring needs of visitors, the requirements to immediately leave contacts there are other, milder and more effective solutions.

    Stop producing clones. Learn to think about visitors and finally solve their problems. And in gratitude, they will surely fulfill your target action and when the manager calls them they will meet his call with a smile and not a demand immediately and no matter what the cost to bring them this gorgeous hamster, which they so generously promised on the landing.

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