Marketers often ask themselves why their site’s conversion rate is less than industry averages when they spend time and money on beautiful advertisements. They wonder if they should pay more or hire another professional to create additional, more effective, ads. What they don’t know is that the lack of engagement sites experience is normally an issue with conversions on the landing page rather than from the ad or the quality of the traffic from the ad itself.
Therefore, the question that retailers should be asking is why customers are not completing sales once they get onto their site.
The answer is obvious. The customer is not seeing content that is directly related to what they clicked on in your advertisement, or their experience upon landing on your site is not as engaging or user-friendly as they’d like.
You never want to drive engagement to a boring landing page that considers the company’s agenda rather than its customers. To prevent this, you must try to view all of your landing pages from the customer’s perspective.
Try to start a project with your team where you create a compelling narrative for each customer you think you have. Are they rational buyers, browsers, or impulsive? Once you have these, spend time thinking about how you will market to each.
Take time to look at your landing pages and website through each person’s eyes:
What would they expect?
Are they looking for something in particular?
What fear is stopping them from clicking-through to check out?
Are their buying patterns different and how can your product be of use to them?
By embracing these, you can make your ads more aligned with the expectations of your customer and have a more accurate idea of how to design your landing page. In addition to considering your customer’s perspective, there are several best practices that you should abide by. The following tips will help to give you a general idea of what these are:
Have a logo graphic on the landing page that properly identifies who you are.
Make sure to be as clear as possible when it comes to your logo. It should not be blurry or hard to identify.
Use a headline that is exactly related to the page of the advertisement.
As we mentioned above, the customer is expecting a landing page with the exact same content as the advertisement they clicked on. Look over your headline to ensure that it is obviously related to each advertisement you promoted, whether it was a social media post or a banner in an email you sent.
Emphasize the benefit of the product throughout the page.
Does it make something quicker, simpler, easier, or cheaper?
What makes the products you are displaying differentiated from other brands or products?
Does it have a big call to action at the bottom like a button, check-out or sign up form?
Take confidence-building measures to ameliorate every doubt or concern. Try using testimonials from satisfied customers showing how much they like your product, your Yelp or Google rating, your exchange or return policy, money back guarantee or contact information. This will show them that you are legitimate and trustworthy.
Hopefully, these tips will allow you to visualize what you should be considering when you build your website. Simply remembering this perspective as you continue your e-commerce journey will bring a higher ROI and happier customers.
To read more about Digital Marketing, check out The Retailer’s Guide to Facebook Advertising