My “Triple Punch Combo” – The 3 Essentials to Crushing it with Landing Pages
Most good things in life come in threes. Baseball outs, blind mice, and even Stooges have proven the “triple threat” to be a potent amount. Great landing pages fall into this category too – there are three fundamental questions you need to ask yourself when making a landing page that’s going to do more than just look pretty. I like to call it the “Triple Punch Combo”. Okay, mostly because it sounds cool, but also because if you can land these three “punches” your conversion rates will start going through the roof. (Disclaimer: we do not recommend actually hitting any of your potential customers.) Here are the three questions you should be holding each one of your landing pages accountable to:
Is the landing page relevant to what the visitor is looking for? This is an essential “leading jab”, the first thing that should be considered when making a quality landing page. Is your customer coming from an ad they clicked on or a search engine? More importantly, is the product or service you’re selling in line with what your customer is looking for? All too often companies make the mistake of trying to directly sell a product to people just looking for information. Sure, these visitors looking for knowledge rather than an immediate purchase can be converted, but you may have to change your sales tactics to ultimately win them over.
Is it clear why your company is the best choice, hands down? Secondary punch, coming in hot – this one’s the meat of your landing page, the one that you’ll probably be spending the most time perfecting. Let’s be honest – there’s a lot of competition out there, no matter what field of business you’re in, and while options can be nice they can also make it difficult for a consumer to decide on which company they want to buy from (isn’t it difficult to choose a television show when you have 800 channels to pick from?) Anyhow, it’s never been more important to convince your customers why your product is a cut above the rest, why it’s the perfect match for them specifically, and how they’re probably going to die if they don’t purchase it. Well, maybe not the last part. But you get the idea.
Is it obvious what the next step is? Knock out! This is what the crowd’s been waiting for – the Call to Action, or “CTA” for short. You might be offering exactly what your visitors are looking for and have convinced them beyond a doubt that they absolutely need your product, but even the heartiest of customers aren’t going to be converted if they struggle to proceed in the purchasing process. What do you want them to do? Click a link? Make a phone call? Run down to the shop you just opened on their corner? Regardless of the action you’re gunning for, you need to make it clear, quick, and easy for your visitors to make the leap from window-shoppers to paying customers.
Boxing isn’t my forte, but I’m confident that if you use the Triple Punch Combo I just described your landing pages will have gold medals around their necks in no time. So what are you waiting for? Hop in the ring and get slugging away.
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