Having a great product is not the end, but the beginning. Now you have to sell it, turning interested prospects into loyal customers.
There are many facets of creating a successful landing page (we’ll discuss each of them), but there are three that – if done wrong – can doom your efforts before even starting.
Time spent with preparation and making sure these three foundations are strong, will ensure that all other components, tricks, and techniques you use later have a solid footing you can build on.
A good landing page is:
- Focused. You need to decide if you are selling your product or introducing yourself. You can’t do both.
- Decisive. Always look at it like this: how easy you made it for your prospects to say “yes”?
- Measurable. Good decisions are made from clean data, and that requires expertise and precision.
These are the three pillars of a landing page. Without them, all other elements will fall short, without feedback or any other clues of what went wrong.
Let’s take a closer look, and see why your landing pages don’t perform.
1. They try to position you and sell your product at the same time
Landing pages are positioned at the end of your marketing funnel, at a point where your prospects have to make a decision based on previous information.
Highlighting features and benefits are, of course, important, but if you distract your prospects from the action you want them to take, you can’t blame them for not acting.
Your funnel starts out wide and gets more and more narrow with each step. You gather data, which in turn will make the next step easier and easier until your prospects reach the point of decision on your landing page.
By the time your prospects reach your landing page, they’re already educated and invested.
Educated, because all your marketing efforts, from focused keywords to snappy ads, were designed to help them arrive at a point where it’s easy to say yes. Their minds are made up, you just have to nudge them a little, by asking for the decision.
Invested, because they’ve already gone through your content, and your landing page is what resulted from the different actions (what link they clicked, which article they read, what information they offered) they already took. They’re there, you just need to make it easy for them to say yes.
Use your landing page to deliver the final “push”, not a lecture.
2. They’re fragmented by choices
On the surface, it may be a good idea to make sure that every decision, even a “no” leads to a step further where you can change a prospect’s mind. But in reality, it defeats the purpose of the landing page.
If your landing pages aren’t focused on one decision, your prospects won’t convert.
It’s a distraction of multiple options, instead of the easy task of selecting the only one available.
Your entire marketing funnel is built up from qualifying elements, where you can have different outcomes built on different feedback. The closer you get to the landing page (and the decision you want your prospects to make) the fewer options you present them since you have more information about them. The landing page is not a qualifying step in your funnel, it’s the decision-making endpoint of it.
Multiple choices transform your landing page from a conversion tool to a qualifying one and nullifies the effort you’ve put into it. You need to ask and expect a decision, not gathering more information.
Having multiple choices also taints the clean data you’d otherwise get from your page, which in turn leads to bad decisions.
3. They use multiple funnels to gather prospects
Clean data also requires that you ensure the landing page is a singular culmination of a single campaign.
Again: profitable decisions are made from clean data.
Your different landing pages may be identical to each other in design, copy, or other aspects, but you still need to make sure that each is connected to a single source or your metrics will be thrown into disarray.
As we said, your marketing funnel is built from elements that constantly qualify and re-qualify your prospects as they make decisions along the way.
Your landing page, however, presents a simple choice between a “yes” or a drop-off.
You already gathered all the information you need, and so if they do not convert, you need to look at your funnel and see where things went wrong and fix it.
Landing pages that are connected to multiple sources can’t offer you this clarity, as you’ll never be able to reliably pinpoint the source of the issue. All that work, all that effort, and you can’t fix it.
Each landing page is an opportunity to test variations of your marketing assets. As you gather data, you’ll know what works and what doesn’t, and what performs better than others. With each landing page that you don’t take advantage of this ability to gather clean data, you’re making things harder for your business to succeed.
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