Seven Steps To Landing Pages That Convert

Landing pages (sales action pages) for your product or services are immensely important as this is where you turn visitors into paying customers. This is where all your hard work in building traffic and trust in your brand pays off. There are a few simple tips for building a sales action page that will convert.

1. Make it relevant

The copy on your sales action page needs to be relevant to the product or service you are selling. Your headline especially needs to be relevant and better yet needs to echo words in your pay per click ads (if you are using this method for traffic). For example, a google ad with the title “Freelance Money Course” leading visitors to a sales action page with the clear title “Freelance Money” is a good fit.

2. Make the price obvious

Openly stating your price generates more trust than leaving it at the end of a drawn out shopping cart process. If people have to do this to find out the price many of them will be put off. If the price is not displayed but a buy now button is, many clicks on your buy now button will be from people only interested in finding out the price and not actually buying. This does not generate trust in your product or service and may generate suspicion.

3. Dont provide links for customers to leave

Once you’ve got them to your sales action page that’s where you want them to stay. Don’t ever provide links out, unless the product or service is not your own (as in the case of affiliate marketing) in which case the only place you should provide a link to is the purchase action page of the supplier where there is a clear opportunity to buy.

The one exception to this rule is if you have a site with a greater authority than your sales action page. You could provide a subtle link at the bottom of the page for customers to check out where you’re from. If they are taken to a recognised page that is clearly a legitimate online company they will be reassured and may return to the sales action page to make a purchase.

4. Make it easy for customers to complete a sale

It’s amazing how often this is not done. There should be a buy now button on the sales action page and if that page is long you need more than one button. Not everyone takes that much convincing and you want to make it easy for them to give you their money. You don’t want to make customers click through several pages as each time they have to make another click to get closer to that all important buy now button you lose some customers at each step. I have actually searched for a specific product online with the clear intention to part with my money only to give up after visiting a series of linked sites and not finding a buy now button!

5. Make it easy to follow

Your copy needs to be clear and concise. If English is not your first language (and the sales action page is in English) have a native English speaker proof your copy for grammatical and syntax errors. Use short concise sentences with few multi-syllable words. Use the vocabulary that your target market would use.

6. Get personal

Your product or service is there to solve a problem that your customers have. If you can outline the problem in personal terms and state how this product or service solved the problem for you, you will build trust and increase the likelihood of a sale.

7. Include these 4 points in your copy

When writing the copy for your sales action page follow this simple formula for how to write it and you will improve your chances of making a sale. You will need to do your homework on the competition and your keywords before you start writing. Write the copy to follow these four points in order.

1. Empathy: outline the problem and state how you know what it feels like to be in that situation; how frustrated/sad/angry you feel. Use emotional words.2. State why you are better than your competition: you have to do your homework for this one. As you research the services or products offered by your competition, what differences can you see between them and you? What are you offering that they do not? How are you better?

3. Outline how your service or product is current and appropriate for the customers needs. How does it solve their problem? How up to date is this solution? The internet changes so fast customers need to know your product or service is not stale.

4. State how your product or service will give the customer the results they want NOW. Immediacy is important. People do not want to wait for results. We live in a sound byte society. It’s okay to acknowledge that better results will take time, as long as your product or service can achieve immediate results too.

In following all of these seven steps don’t forget to test, test, test. I always advise split testing with only two options at a time. Take the better performing option and alter it slightly to replace the lesser option. Rinse and repeat.

If you use these seven steps for a better converting sales action page you are on your way to making a profit. Remember though that you still have to have done good keyword research first and the product or service you are offering has to be one that fills a need.

Posted via web from TwoKad @Posterous

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