How to turn a landing into a profit?

One of the levers of creating an effective advertising campaign is your landing page. After the user clicks on the advertisement, the landing page enters the business, the main task of which is to convert the interested audience into the buyers of your product. The financial benefit directly depends on the conversion rate on the page. But what are the typical mistakes marketers make? Today we’ll try to figure it out.

They use spyware, “copy-paste” information from their favorite landing pages and freeze in anticipation of a high conversion. But a miracle does not occur. Why?

They do not know about the components of a successful landing and do not use split testing when developing their own landing pages. They do not interact with the audience at the very initial stage, therefore the results are obtained accordingly. Copying others is the last thing you can do for a company. As a rule, this approach does not lead to success, even if the copy object is on the list of top marketing solutions.

What can you do? Watch how industry leaders do, analyze their approaches, note the most interesting “chips” for yourself and transfer this experience to your individual “soil”.

To create the most effective landing pages, you need to understand the “psychology” of optimization.To increase the profit from your landing, you need to pay attention to such criteria as:

Value of the proposal
Relevance
Clarity
Necessity for the consumer
Be calm of customers

So, let's start in order.
1. The value of the proposal

The most important criterion. Here you should answer the question of what you offer to the consumer. To do this, build a scheme:

Value - The advantages of your proposal - The cost of receiving such an offer

Moreover, the cost of receipt includes not only the price of the goods or services, but also the efforts that should be spent to obtain them. Psychologists consider two substances as a motivation for something: moving towards a personal goal and avoiding problems and unpleasant moments. As a rule, people buy painkillers (which relieve trouble in the form of physical pain) more often than vitamins to maintain immunity.

2. Relevance

Your advertisements and landing pages should be designed so that their message fully conveys the content of the final product and the user does not have additional questions about the relevance of its acquisition. By clicking on the ad, the user should receive what attracted him initially.

3. Clarity

Landing pages should be clear, without unnecessary elements that distract from the main content. An ornate design may look better, but if it is because of it, the attention of users will be scattered, there will be no benefit from this. It is important to remember the initial task of the landing - selling.


How to make your landing page more “understandable"?

Concise, but at the same time informative copywriting. It implies predominantly simple sentences, without complex formulations and obscure sentences. A potential client should not spend time on a long realization of what he read on the landing page.

More noticeable call to action

Absolutely every element on your page should fulfill the task of increasing conversion. We remove objects that do not meet this requirement without regret. They will not help us.

A necessity . One of the most influential psychological principles.

Imagine a situation when your friend wants to go out on a Friday night and calls you with him. And you want to stay home and watch the Game of Thrones. The choice is obvious. However, if it turns out that in a couple of days your friend is leaving abroad and you can’t see each other for several years, the priorities will shift sharply. This is the motivation that should not be forgotten when compiling landing pages.

You must “push” customers to perform an action at a given moment. It is in this, because people tend to be distracted and they can easily switch from your advertising message. You must literally “hook” them with your call.

How to motivate users?

Countdown timer . You can add a script that has a countdown. For example: “You have 5 minutes left to buy ...”, “Our promotion ends at midnight,” etc.

Limitedness . You can indicate that you have left a certain amount of goods or a certain number of places (for registration at a webinar or conference). Fear of being left without a profitable investment will motivate users to make a purchasing decision faster.

It is important here to explain to potential customers why they need to purchase the goods exactly “now”. It is desirable that the reason be clarified as detailed and natural as possible.

Customer Concern

This is a natural reaction of users to the call to pay for their purchase online. Today, there are many cyber crooks who write off money from the accounts of unsuspecting people. This cannot but affect the general level of user distrust of Internet resources.

What can you do to increase confidence in your company?

Provide statistics on how many people already use your services / use your product. People are social in nature, therefore, the argument in the form of public approval, as a rule, helps them decide on the purchase of goods

Add information on maintaining the confidentiality of the data entered on the site to the landing page.

Post customer reviews. Use real reviews from real people. So you can build and maintain a positive reputation for the long term.

Distraction

This element is the “enemy” of your conversion and profit. There should not be any objects on the landing that in one way or another distract the user from the purchase. Clean them.

As can be clearly seen from all of the above, working with competent landing is not easy.To achieve the maximum effect from the landing pages, you need to work with them at all stages - from preparatory analysis to monitoring intermediate results from visiting the site.

The main thing when designing landing pages is not to forget that their visitors are real people who have their own interests, needs, desires and fears.

Put the most understandable and interesting idea in the landing page, and then the profit will not take long. BYYD • Mobile Advertising Platform