Whatever line of business you’re in, you’re probably trying to achieve some level of online conversion. Whether you’re selling purses on your eCommerce site or trying to convince people to register for your email list, the goal of the web page they’ve landed on is to convince them to take whatever predetermined action you’ve created a goal around.
But how do you achieve that? What type of content and messaging should be on your website or the landing page to achieve that conversion? If you’ve got a dedicated page that’s designed to get people to take action, here is one systematic approach experts from around the globe use to increase their own conversions.
Answering questions before they’re asked
This process doesn’t have a fancy name that I know of, but it’s something I learned years ago and have been tweaking myself for years. What you’re going to do is collect data in an organized way that will allow you to answer consumer questions before they get in the way of a conversion.
First, you’re going to collect information from 3 groups of people:
Group 1: People who have heard of your product but never actually tried it. They haven’t necessarily been to your landing page or website, but they fall within your target customer range. They know you exist but are not customers.
Group 2: People who have tried your product or service, but decided against it. This could be someone who signed up for a free trial but then never used it. They were initially interested, but something got in their way.
Group 3: People who converted. They made the purchase and were either happy or unhappy with it.
Once you have your 3 groups, you’re going to ask them separate sets of questions. You can do this in any format that works for you, whether it’s through email, a phone call, or even a sit-down meeting.
Your questions will vary depending on the product or service you’re selling, but the general idea is this:
Group 1: What have you heard about us, and why haven’t you tried us yet? What objections do you have?
Group 2: What created your initial interest, and what changed your mind? Did you receive something outside of what you were expecting?
Group 3: Are you happy with your purchase, and why were you willing to do business with us in the first place? Did you have any initial concerns you worked through on your own?
Once you’ve conducted your interviews, you’re now in a position to analyze and group all of the information you’ve collected. Potential customers are telling you why they canceled and why they didn’t buy. This is your opportunity to meet those objections and crush them before the next potential customer has the opportunity to even consider them.
The trick here is that you’re going to create your copy based around what you know people are worried about.
For example, let’s say that you’re selling strollers. Your target audience is new parents, but mostly mothers. You got many different responses from these women, but there are several ones that have become themes. They were concerned about shipping costs, how to make a return, durability, and ease of handling with one hand.
After following this process, your updated landing page clearly explains the free shipping and hassle-free return policy. You’ve included some testimonials of mothers who are raving about the incredible durability and have created a video that shows how easily they can maneuver the thing with a toddler in one hand and this stroller in the other.
You’ve just answered their questions before they were asked and before they had the opportunity to object. When you’re creating copy that’s designed to convert, the best thing you can do is use your target audience’s own words to show them you get them, you hear them, and you’ve done the work to be the exact solution they are looking for.
So before you slap up your next landing page, take some time do work through this process first and get ready to see an increase in your conversion rates!
How much content should be on your landing page?
Once you’ve decided what the core components are going to be based on the information you’ve uncovered through your research, you might still be wondering how much other content should be on there. Are the customer testimonials enough to quash those doubts, or do you need something more?
There is no one-size-fits-all answer for this question. While the content on your landing page is absolutely critical to your conversion rate, no one can tell what the secret formula is — that’s because it’s completely subjective on the product or service that you’re selling.
The good news is that plenty of research has been conducted on this area and it’s been proven repeatedly that essentially, the higher the perceived risk, the more content is needed to create an opportunity for conversion.
For example, if you are selling something that is not perceived as risky — an inexpensive item like a shirt, or a 30-day trial for something at a discounted price, your potential customers will exercise much less caution when making a purchase. It’s a small investment so they don’t feel like there’s much risk involved. They’re not committing to anything more and they really don’t have too many objections. They either want the shirt or they don’t. If the $6 shirt never appears, it really doesn’t matter.
Now, if you’re selling an annual membership or a flat-screen TV, consumer behavior completely changes. With larger investments, buyers exercise more scrutiny with their decisions. If you throw a commitment on top of the larger financial investment, you really need to be providing a lot of content to drive that conversion. Your potential customers have many questions and concerns, and you need to try and address those right on your landing page. It’s your only chance to sell them.
So to summarize, if it’s a low-cost and low-commitment purchase, short-form content typically converts higher. If it’s a high-cost investment and/or a long-term commitment, you will need long-form content to address multiple questions and concerns.