Landing pages are the logical extension of advertisements. When people click on your one-line ads, it shows their intent in knowing about the product or service more, which further increase your chances of leads actually converting into sales once they reach your landing page. For small business entrepreneurs, creating landing pages is yet another way to generate revenues.
However, a large number of businesses are unaware or ignorant about how to create landing pages.
Sometime they publish too generic of content that robs the reader’s interest or sometimes their landing page is never-ending, which again proves to be futile.
If you are interested in creating sales landing pages, consider these four questions first:
1. What does the landing page offer?
When a prospective buyer clicks through the advertisement and reaches the landing page, the buyer does not want to be bombarded with irrelevant information or sales pitch. They want the landing page to tell them upfront what the product or service is all about and how it can benefit them.
Most importantly, remember that not all visitors actually read through each line on the page. They scout for relevant information and if that information meets the visitor’s needs, you can expect a sale. Landing pages are for selling products and services upfront; therefore, don’t linger too much. Visitors will lose interest.
2. What is the target market?
Your landing page should fulfill the interest of the target market. First and foremost, find out your target market. On that basis, you are going to use AdWords and create AdSense ads. When you directly refer to the target market, it shows them that you understand their needs, motivations and preferences, which will result into sales conversion.
3. Why is the target market interested?
The interest of your target market on your product solely depends upon what’s on offer that is, how is your product or service different from other marketers in the same segment? What is the USP of your business?
Once you can underline and present it in front of the target market through your landing page, you accomplish an important step of converting leads into sales.
Moreover, you can analyze the intent and interest of the target market through the keyword search engine tool. First, do a test-run for few days. See what keywords are receiving more clicks than others. On this basis, you can build and target your landing page.
4. How can the target market get started?
Be specific about the details and instructions placed on the landing page. Don’t misguide or make promises you cannot fulfill. The landing page should instruct clearly the action you want the visitors to take.
Do you want them to purchase the product or service? Do you want them to sign-up on your mailing list? Are you giving bonus gifts in lieu of visitors signing up for your mailing list? Coupons, bonuses, guarantees, and Call to Action messages are some of the most important items on a landing page.
Landing Page Types and Their Uses
There are two kinds of landing pages: transactional and referential…
Transactional Landing Page: This kind of landing pages demands some action from the visitor before unveiling further information. This action could mean filling out web forms with name and email ids or interaction with certain advertisement.
The ultimate goal is, of course, the sale of the product or service. When the visitors ‘transact’ with the landing page, this is known as “to capture the lead” or “conversion” in economic terms. You can measure the quality of your landing page by the number of conversions.
Referential Landing Page: This is the most common landing page seen online. The reference landing pages meets the objectives of the advertiser through strong sales copy, images, and placement of links at relevant places. See our 12 step blueprint to write a strong sales copy.
This form of landing page has a clear ‘call to action’ message. ‘Webvert’ is a special kind of reference landing page that uses Google AdWords and AdSense tools to generate leads and interact with the visitor. It is an ethical landing page, designed by using AIDA principle.
Webvert shows the quality scores of Google AdWords, meaning the keywords performing better or less are displayed on the AdWords report. This information can be used to tweak marketing strategies and also control advertisement costs.
Pay Per Click (PPC) campaigns and social media networking are the most common ways to promote landing pages.
Tell us your success stories with creating landing pages and subsequent conversions!!!