Landing pages are where visitors arrive on your site from somewhere else. Their job is to persuade a visitor to take a particular action – in this case, you want your landing pages to eventually lead to sales.
Once potential customers arrive on one of your landing pages, you need to figure out a way to get them from ‘just browsing’ to ‘completing a purchase.’ In the marketing world, we call these ‘conversions.’ It isn’t enough that people are viewing your landing page. There has to be a next step, ideally, transforming visitors into paying customers.
Here are three ways you can turn a lead into a sale on your company’s landing pages. Incorporate these strategies into your website design for the most effective sales outcomes possible.
1. Tell a relatable story
People respond to sales – make purchases – because the product being offered in some way solves a particular problem that they have. Not only do you need to know your audience well enough to create products they will actually want to buy, but you also need to know how to convince them they have a problem that needs solving.
Use storytelling to convince landing page visitors that what you are trying to sell them – whether it happens to be a product, a service, a subscription, or another form of a sale – would be meaningful to them in some way. When it comes to online shopping, if someone is just learning about your product for the first time, they don’t know they need it yet. It is up to you to convince them purchasing your product is not only the right, but the necessary choice, for them.
It helps to use relatable examples to show potential customers how your product or service is going to benefit them specifically. Let’s say you are trying to convince users to download your app, which helps people locate the nearest pizza restaurant. Tell them a story about a man who is on a pizza-only diet, who is going to go hungry if he doesn’t find a place that sells pizza. It’s a bit of an exaggeration, but anyone interested in that kind of app will understand how it feels to want pizza but not know where to find it.
Storytelling is essential to the success of your business no matter your industry. However you tell those stories, keep it short. You want to generate sales, not give your new visitors a nice long read or viewing. Good storytelling in terms of sales is concise, relatable and straight to the point.
2. Make the call to action clear and easy to locate
You see calls to action everywhere you go. YouTube channels flash a red ‘subscribe’ button next to an account’s name. Websites prompt you to either ‘login’ or create an account. In terms of sales, big colorful buttons jump out at you the moment you load a new page asking you to buy, or learn more, or download a free trial. They are online sales essentials, and with a little practice, you can use them to turn leads into sales in no time at all.
Your call to action is what you use to communicate to potential customers what you are trying to persuade them to do. Do you wan them to buy something? Subscribe to a newsletter? Donate to a fundraiser? This could be as simple as a bright, bold ‘buy now’ button or a link that leads site visitors from a landing page directly to a sales page. If you don’t give visitors somewhere to go to make a sale, they will never become customers.
While it is important to communicate to potential customers what specific action you want them to take, is also important that you make this call to action easy to find. The majority of the time, calls to action related to sales will emerge in the form of clickable buttons that take visitors to a product purchasing page. Make these buttons stand out using varying colors, fonts and strategic placement.
3. Keep the process simple
Once you manage to convince a visitor to make a purchase, and show them the exact steps they need to take to make that purchase, the final step is to turn that call to action into an actual sale. To do that, you need to make the process a user must go through to make that purchase simple and straightforward. The easier, the better.
Take Amazon’s 1-Click Ordering system, for example. Once users have created an account and entered their payment and shipment information, from that point forward they can click one button on any of Amazon’s product pages. Clicking that one button – just one click – places the order using the previously entered data for that user.
Using this unique purchasing system, Amazon generates sales through 1-Click Ordering straight from product landing pages. There is virtually no barrier, such as having to create an account or fill out credit card details, standing between the customer and the sale after the first time they make a purchase.
If you can, try to avoid adding elements like forcing users to create an account, or at the very least, make these steps optional. The easier and quicker it is for a potential customer to make an online purchase, the better. Do what you can to keep the process as simple and fast as you can.
If your company is setting out to make a lot of sales, you can use your landing pages to lead customers through the purchasing process. First convince them why they need your product. Clearly label and place your calls to action, and make the process from your landing page to the end of your sales process as quick and easy as possible.
Always keep a close eye on how well your conversions are running. Identify points in the process where users might be abandoning ship, and do what you can to prevent dropouts from happening in the future. The internet is a great place to make sales, as long as you know how to bring customers in the right way.