4 Questions To Multiply Your Landing Page Conversion Rate
What makes a landing page convert? Is there a golden formula to boost your landing pages? We’ve found that high-converting landing pages follow a pattern: they always answer 4 key questions.
Before we tell you what they are, let’s begin with a question of our own. When did you last visit a really good restaurant? I’m talking about a great one; the kind that’s recommended by friends and magazines, with a waiting list and a queue running out into the street…
Thinking about the last great restaurant you went to can teach you a lot about building a website. If you’re trying to improve your landing page conversion rate, your favourite restaurant is a good place to start.
4 Questions To Multiply Your Landing Page Conversion Rate
Every time someone goes to a restaurant, they ask themselves these 4 Questions. They ask the exact same things when they go online. The answers to these questions decide whether customers leave immediately or order the special. A restaurant has to put its customers at ease and make them feel at home. It has to show what’s on the menu, explain the specials, take their order and serve them quickly. The same is true of great web design. Getting the answers right will solve 80% of the issues your customers encounter when visiting your sight.
You arrive at the restaurant you’ve heard so much about, but it doesn’t look how you imagined…
On your website, visitors need to be reminded who you are. They will look for your logo or brand name on your top bar, so make sure your snazzy graphics are clearly visible and easy to find.
The idea here is to trigger a sense of familiarity. Visitors saw your banners or emails, clicked on your link, and arrived on your landing page. It is essential that this page matches their expectations, with the same visuals as your ads.
Familiarity triggers a state of Cognitive Ease. Not only this, but your users are already experiencing the first stage of the Mere-exposure Effect. Both phenomena allow them to relax and enjoy your site.
On your homepage, be 100% precise and clear what you are offering and what your business is about and create a sense of familiarity based on the traffic sources.
Two good examples of landing pages that immediately show where the visitor is:
You heard great things, but the menu is confusing…
In 2015, Microsoft Canada conducted an infamous experiment monitoring online behaviour. The results suggested that the average attention span whilst online had decreased from 12 seconds (in 2000) to only 8 seconds (in 2015).
What this shows is that a user will see your landing page and make a number of assumptions and choices within seconds.
Countless studies (such as Daniel Kahneman’s 1973 Attention and Effort) highlight the negative effect of Cognitive Friction on an individual’s mood and responses. That’s why it is so important that a visitor immediately understands what you are offering and how to proceed. You have to be clear and specific.
Here are some simple techniques to remember:
- Make your selling proposition in 3 easy points
3 points are enough to explain why someone should pick you over your competitors and won’t overwhelm them with information.
- Avoid the curse of knowledge
It is very difficult to think about decisions from the perspective of a less-informed person. But, if a customer can’t understand your offer, they will never take you up on it.
A few months ago, I was on my way to a digital marketing conference in Germany. Prior to going, I looked at the exhibitors’ websites, all 891 of them.
Only 18 had clearly stated what they did and why I would want to work with them. The others either had used impossibly technical language or given too little information.
- Adjectives transmit emotions. Verbs inspire action.
Would you rather start saving 50% off your monthly bill or see cheap options for your monthly spending? Verbs help to invigorate content, so keep it punchy and direct.
How can you evaluate wether your Value Proposition is good, bad, or missing? Check your data!
Look at your Bounce Rate in Google Analytics to estimate how many users left because they did not understand your message, i.e. they didn’t see the connection between the ads and your website.
If you are looking for average Bounce Rates: Here they are.
- Put yourself in the shoes of a NEW visitor.
Look at your landing page (not more than 8 seconds) and ask yourself: Why should a visitor take action ? If your page does not provide a clear and compelling answer to this question, you’ve got a problem. In this case you might want to work on your Value Proposition.
You’re sitting down now, but you’re not sure whether to wait for table service or order at the bar…
Now you need to tell your visitors what you want them to do. And don’t be shy, say it loud:
- You want their details? ASK them to fill in a form
- Want them to call you? ASK them to call you, or book a call with you
- Want to show off your product? ASK them to watch a demo
The purpose of Question 3 is simple; you need to reduce the time a user spends thinking. Doing this will minimise Cognitive Strain, make your site more usable, and improve your conversion rate.
The waiter arrives and reads the specials. They all sound so good…
It’s likely that you’re not the only business offering your products or services.
How many websites do you think users have visited before landing on yours? Let’s look at hotel booking, for instance: On average, travellers visit 38 different websites before booking a holiday. The same is true for all kinds of E-commerce: 81% of online buyers spend more time doing research than actually buying.
So the objective is: Make sure your customers don’t leave, and give them a reason to stay. This is the most important factor in improving your landing page Conversion Rate.
Our library of Neuromarketing Principles can help you structure your pitch to make the biggest possible impact on your customers. However, if you don’t have time for that, here are some proven ways to answer Question 4:
- Turn Low Risk into No Risk: One of the most common cognitive biases is a preference for certainty over opportunity. Even when the potential rewards are far larger for a risky option, most people gravitate towards safer choices. This effect is exaggerated when a low risk becomes zero-risk, so make sure you offer guarantees such as refunds and free testing.
- Don’t just say it, show it: On one hand, it is important to explain to your customers why they should pick your product. On the other, it is important to be aware of Single-option Aversion. People often avoid committing to something, even something they really like, if it feels like they have no choice. Price-comparison features or price-matching policies provide a way of overcoming this whilst subtly revisiting your Value Proposition.
- Use persuasive Nudges: Marketing effects such as Scarcity and Urgency can be easily incorporated through on-site Nudges. Using them will dramatically improve you landing page Conversion Rate.
- Write Unforgettable Copy: The words you use are more important than almost anything else. Choosing the right ones is essential. Take for example, the story of John. E. Kennedy and Albert Lasker:
New York, 1904. A young man is sitting in a street-level bar at the foot of Manhattan’s tallest skyscraper.
John E. Kennedy was a small man, with energetic eyes. He did not order a drink; that was not what he had come for. He kept glancing at the door.
An hour earlier, Kennedy, an unknown copywriter, had scribbled a note. He had sent it upstairs into the corporate offices of the glittering tower. The note was addressed to Albert Lasker, one of the most powerful men advertising. Kennedy had written two sentences, with a single offer. It had been a brash move. It had been a total bluff.
Kennedy smiled and tapped his cigarette on the ashtray next to his coffee mug. The note really amounted to the most daring bit of copy he had ever written. It was short. It was simple.
The front door of the bar swung open, and Kennedy looked up. When he saw the young man, the messenger he had paid to carry the note to Lasker’s office, he smiled. It had worked. He flicked his cigarette into a cold coffee and put on his hat.
That meeting would change advertising forever. Lasker’s curiosity was sparked by the mysterious note from a total stranger, so he met with Kennedy. The note had answered a question that Lasker had been asking for a decade. It read, “I can tell you what advertising is. I know that you don’t know.”
Within four years, Kennedy was making well over six figures as Lasker’s chief copywriter, at a time when that salary placed him squarely in the top 1% of all income-earners in the world.
Along with Kennedy’s future, the nature of advertising was also forever changed. Even today, in the internet age, our marketing and selling processes are still informed by Kennedy’s work.
Copywriting is, in fact, one of the most pivotal and essential business skills you can learn.
ALWAYS put yourself in your (new) visitor’s shoes and always ask these four simple questions:
- 1. Where am I?
- 2. Why am I here?
- 3. What can I do?
- 4. Why should I do it?
If you provide clear and precise answers to these questions, you will improve your landing page Conversion Rate.
However, if you decide your ‘restaurant’ needs a more thorough a make-over (I’m talking about everything; kitchens, interior, menus) then split testing or AB testing is a good way to go. That way, you can test the performance of every aspect of your website and optimise it to increase your conversions.