When buying website traffic, each ad or each project should direct users to a specific landing page. At that landing page, also called a ‘squeeze page’ or ‘splash page’, the user is expected to perform a specific action. Let’s talk about the importance of your landing page when directing your paid traffic.
Landing pages are one of the most important, if not the most important element to increase conversions and reduce overall campaign costs.
Your landing page should be as simple as possible with low load times. Additionally, your landing page sales offer should be consistent with the offer in your advertisement if you are running specific ads. If you are running traffic to your landing pages the information needs to immediately capture your readers eye.
The name ‘Splash Page’ is very accurate here.
Bright colors intermixed with large, bold fonts, and a generous portion of white space are all necessary key elements of an effective offer.
On your landing page the customer’s next steps should be extremely clear. “Buy now, request more information, request the free report or ebook” – these are all crystal clear calls to action (CTA). When the prospect gets to the bottom of the page they should know exactly what to do, and be compelled to take that action.
Clarify the benefits for anyone downloading the material or purchasing the product.
Again tell them the changes they can expect after following the recommended steps. Clarify who the content creator is and what authority they have on the topic. The prospects are not investing in a ‘thing’, they are buying or investing in you!
You must also provide some social proof that supports the information displayed on your landing page and then in your offer.
People are more likely to trust and take action when they see that content has helped or changed others. Testimonials, endorsements, honors and awards are all social proof that you may consider silly. But they carry extreme weight in the eyes of your prospects.
Have a guarantee.
Finally, have a guarantee and make it clear to your site visitors that they can safely take action without reservations or fear. If you are not prepared to offer a guarantee, then do not expect anyone to trust you enough to follow your offer or purchase your product.
The steps are this:
A. Construct your product website or offer leading to your Order Page.
B. Construct your copy written Sales Page leading to your website.
C. Construct your Landing Page leading to the Sales Page.
D. Purchase traffic or ads to get eyes on your landing page.
REMEMBER – the best offer without traffic to it means nobody sees your offer, and that nobody can buy the offer they cannot see.