For online businesses, it is of prime importance to convert traffic into leads and sales. Internet strategists and copywriter, Bob Bly, presented a webinar on writing and designing landing pages that effectively generate leads and convert them into sales. I’ll outline here the core ideas I learned from his webinar.
A landing page is intended primarily for visitor conversion. After driving traffic to our landing page through various methods like e-mail and social media marketing, we aim to convert this traffic into leads and eventually, into sales.
How well your landing page in inciting visitors to do the action you wish them to carry out will tell you how effective its conversion. Here’s a simple equation to quantitatively figure out your page’s conversion:
C = 4m + 3v + 2(i-f) – 2a
C – conversion rate
M – prospect motivation
V – value proposition
I – incentive to take action
F – friction
A – anxiety
The above equation tells us that conversion rate is determined by five factors: prospect motivation, value proposition, incentive to take action, friction, and anxiety.
1. Prospect Motivation
Prospect motivation is the most important factor in visitor conversion. It pertains to how well your motive in persuading your visitors. Your motivation should get your visitors’ attention and inspire them to sign up on your page or subscribe to your updates. Or your motivation should positively affect your visitors about your products or services and in making purchasing decisions.
2. Value Proposition
Value proposition denotes the clarity, on the part of your prospects, of the value of your products or services intend to deliver. What advantage they can get from using your products or services? Is purchasing your products or services worth their money?
3. Incentive to Take Action
What advantage your visitors can get by immediately responding to your call? Will they get special discounts? Do you offer product bundling? Or are you offering limited edition products?
Friction refers to any difficulties that could prevent visitors from subscribing to your site or responding to your thiết kế landing page sáng tạo offer. Thus, friction may cause visitors to ignore your offer. For instance, if you’re offering a bait piece but in return visitors must fill out a sign-up box asking for a lot of information, this may dismay them.
Visitors may be hesitant to subscribe to your page because they’re thinking that signing up could lead to receiving e-mail spams. Or putting in some of their personal details on your site is unsecured.
Hot Spots of a Landing Page
There are at least seven important areas of a landing page. When designing a landing page, these are the variables that are worthy to be considered and tested:
What comes above the headline on your page, adds credibility to your business or to your self.
It is the most important area of a landing page. It primarily receives the visitors’ attention.