Most marketers have learned that sending traffic to a landing page before the actual “money” page is the best way to pre-sell customers and increase conversions. The concept is sound. Visitors get excited about buying a product or service by reading a post or page with some hype. Then, they click a button or link and go to the actual page where they purchase. But what if the standard, old, landing page could be turned into an actual order-taking page? This post talks about the benefits of this concept and one innovative way to make it happen.
The Right Type of Campaign for a landing page
Sending advertising traffic to a landing page to pre-sell a customer is not right for every type of campaign. The most ideal concept for the landing page technique is when the advertising efforts are pushing a single product, not a brand or large retailer. A landing page, by nature is relatively short and concise. This means that there is only time and space to hype up one product. For advertisements pushing a retailer who carries many brands and products, a landing page may not have the same direct benefit. Instead, the retailer should choose one product, and build a landing page for that specific product. If it works, they could end up making a landing page for many of the products they carry on their large, e-commerce retail website.
The Typical and Imperfect Landing Page
OK, so lets talk about the typical components of a landing page for a specific product or service. The object is to hype up the product, and make a value proposition to the customer, to generate an immediate reaction, like a purchase. There are 3 components that I believe in, for use on every landing page:
The Product Introduction
This is a one paragraph intro to the product or service that is being offered. In this paragraph, you don’t hype it up or get into any real explanation. It’s simply a statement with a bold headline that lets a visitor know what the page is about, and what they will learn on the page.
The FAB – Features, Advantages, Benefits
These are the main paragraphs of the page. Each paragraph states a feature of the product or service. Then, that feature is supported with the reasons why it is better than the competitors on the market. Lastly, the benefits of the feature are outlined. It is in these paragraphs where the main body of content is created. The “Meat and Potatoes”, so to speak of why a customer wants this product.
Some highlighted key selling points
On the landing page, there are usually a few images or banner-type areas that “Pop out” and highlight in a few words, a major feature or value proposition. These are not part of the flow of text, but instead, are something like an image saying “Best ABC product of the year” or similar. Most blog software platforms like WordPress have the ability to add little sections like this, where the author can display these quick highlighted points.
The Offer and the Value
This section of the landing page is where an offer is presented to the visitor that is designed to get a “purchase response”. For example, “Buy this for 50% off, today only!”. This section might be a graphic, or it could be bold text or headline type text. It’s the big thing that you want the visitor to see, after they have been excited by the “FAB” section. It is immediately followed by the “call to action”.
The Call to Action
Usually, this is a graphic or button or a link. It’s the “buy now button”, so to speak. It should be bold and eye-catching. In most landing pages, up until now, this button would lead the customer to the checkout page of their e-commerce software, so that the visitor could complete the purchase. Think of the “Call to action” as the button that adds the product to the shopping cart, and sends the visitor to the checkout page. The call to action can also contain a last minute offer, like “Order now to also get free shipping”.
The problem With This Kind of Landing Page
The page and its content is fine. The page is convincing the customer to buy the product, and getting them excited about the offer being made. The page is creating urgency and encouraging the customer to make the purchase right away. The problem, is that the customer has to click the button, and then be linked to a different page which has to load. Then, they have to complete the checkout form and finally click the “submit order” button. That’s a few too many steps to be called efficient. With every click, or new page load, there is a chance that the customer abandons the cart or leaves the page. That is why it is best to let the landing page take the order right then and there, ON the actual landing page. But how is that even possible? Keep reading.
Breakthrough: The Embedded Checkout Form
Building a gorgeous landing page, and letting people pay or checkout right on the page is a thing of reality now. Sales software companies like RevCent will let you create a hosted widget that you can embed on your post or in the sidebar. That’s right. You can actually paste a snippet of code onto your post (as long as you site is SSL secure) or in the sidebar of your blog, that lets a customer pay for a product. So what is required? It’s pretty easily actually. You need to create the product in your RevCent account. Then, you need to create the hosted widget, and attach the product to it. You then copy-paste the code for the widget right into your blog post or the sidebar of your landing page.
Your will get the benefit of sending traffic to a landing page that pre-sells the customer, but you will AVOID the cart or funnel abandonment that comes with forcing people to click through to other pages or complete checkout on another page. It’s the best of both worlds, and it is totally achievable with the power of RevCent. All you need is a blog or web page on which you can create the usual landing page content. Then, paste in the checkout widget, and start your campaigns.
Lean on Your Confirmation Emails
If your website has multiple products, and customers can create an account, this could be important to you. The simplicity of letting people pay right on your landing page bypasses any steps like creating an account. So, if you want your customers to be able to do things like that, you should just include links in your order confirmation emails. It’s a great idea to include a link to “create your account” in your confirmation email, so that these customers who just cruised through the landing page checkout, can get all the benefits of a customer who went through a full-blown shopping cart scenario.
If you are interested in adding a “checkout widget” to your landing pages, you should definitely open an account at a company like RevCent. RevCent can even turn the checkouts on your landing page into subscription orders, for the ultimate in long-term revenue from a very simple page. Other subscription billing software companies can provide a recurring billing service for orders, but I have yet to see one (besides RevCent) that offers you an HTML builder to create hosted widgets for your landing page.