There is no point in having an Irresistible Offer if it doesn’t have an exclusive place on your website. Today I’ll be breaking down the anatomy of a High Converting Landing Page, so you can go ahead and frame your irresistible offer the way it deserves. I’ll be covering aspects such as Social Proof, Escape Routes and Objection prevention; coupled with the actual template we recommend Brands to adapt and use.
The Fundamentals
Let’s start by defining the goal of a Landing Page: the main objective of the Landing Page is to promote a specific offer.
The first thing we want to do is to feature our Offer very clearly. But be careful: the fact that we are focusing on your offer doesn’t mean that we do not showcase a very important factor: people.
In particular, our happy customers. People buy from people, so we want to feature as many examples of this as we possibly can.
We don’t want to feature “An image of your product + Title + Description + Price”
We want to give it a little twist:
“An image of a happy customer enjoying your product + Title + An amazing review + Price”.
This change alone will have an notable impact on the quality of your Landing Page.
Escape Routes
Next, let’s take a look at what “Escape Routes” are and how to minimize them.
An Escape Route is a way out of your landing page. This includes any way of going back to the Home Page of your website, checking out your blog/social media channels, browsing other products…
Remember that our main objective is to promote your Irresistible Offer, so right now, there is no point in featuring anything else. Everything inside the Landing page has to keep you inside it.
This doesn’t mean that you cannot add buttons, but that the buttons you add have to move users from section to section inside the Landing (that’s why you also have to change the Heather and Footer).
Social Proof
As stated before, “people buy from people”. That’s why we want to focus on adding tons of Social Proof here.
We want to include as much of it as possible, including:
- Written reviews
- “As seen in…” badges
- Any awards your product/brand has won
- Images of your happy customers
- Video testimonials (featuring both the product and the user)
Make sure to check out the template for more ideas on how to structure this section, and what type of categories you can base your strategy on.
Objection Handling
Our last stop before finishing our Landing Page tour: we want to make sure we tackle every objection our ideal customer may have during the buying journey.
Having a crystal clear image of how your Avatar looks will help here (although that’s a topic for another article). But here’s a very simple process to follow:
- List down all the problems/obstacles that may arise along the way.
- This does not mean only focusing on the ones that will appear before your customer acquires the product, but also on what may happen once they start using it.
- Reverse them into the solutions.
- Keep it very simple: take every problem from the list you have created and reverse it so you can solve that problem
- List out the solutions.
- Now is where you take all the solutions you just list them and add them to the last section of your landing page. In case you want to dive deeper into some aspects, you can adopt the format of Q&A, listing the potential problem as the Question and the solution as the Answer.
Summary
We can summarize the recipe for a successful landing page into 4 ingredients:
- Focus on the main objective (promoting your Irresistible Offer)
- Minimize the Escape Routes
- Always leverage Social Proof (people buy from people!)
- Tackle all potential problems that may arise
With these four pillars we have made the experience of the users who visit our site as simple, straightforward and pleasant as possible.
And, to wrap it out, here you will find a template that you can use to create your next Landing Page.
Take care!