Confusion. That's the word that best defines how the nomenclature of certain web pages is used in articles written by internet gurus on their blogs. Therefore, before explaining how to create a landing page , I will make a distinction that will help you better understand the topic:
– Squeeze page: email capture page used in a sales funnel ;
– Landing page: sales page.
This differentiation is fundamental, because when you read other articles on the web, you will notice that some authors treat the squeeze page as a landing page, which in my view is not correct.
Being, therefore, a landing page – subject of this post – intended for the sale of a product or service, it requires specific resources, which I will comment on below:
How to get people to your landing page
Let's say you've already finished the “landing page creation” work (which I'll cover later) and now you need to get it out to your target audience. How to do this? Here are some options:
– E-Mail Marketing Campaigns with links to the page
– Google Sponsored Link Campaigns
– Facebook Sponsored Links Campaigns
– Articles published on your e-commerce blog with direct links
– Printed advertising with “QR Code” for access via mobiles
How to present the value propositions of your product?
Very well, an immense amount of people already arrive at your landing page through the resources mentioned in the previous topic or by others that you find necessary or more convenient. Now your page needs to sell.
In order to sell, you must first of all be persuasive. So use sales pitches like the six principles of persuasion discovered by Arizona State University Psychology and Marketing Professor Robert Cialdini:
– Reciprocity: people cooperate when something is given to them in return
– Authority: People cooperate when an expert tells them what is right
– Attraction: people cooperate when there are bonds of friendship
– Social proof: people cooperate when everyone is already cooperating
– Consistency: People cooperate when something reflects their values
– Scarcity: people cooperate when there is little availability
To create good sales triggers, also study Neuromarketing, a discipline that covers dozens of other persuasion resources, such as:
– Call-to-action: “buy now!” calls to action
– Circular pattern: beginning of text is reinforced at the end to avoid scattering
– Language: the expression of the word must suit the type of audience
Beyond the resources of Cialdini and Neuromarketing, you need to tailor your e-product descriptions in a way that makes a profound impact on the mind and heart of each e-consumer. Therefore, your descriptions should:
– Eliminate one or more fears of your target audience
– Offer solutions that optimize consumer performance
Essentially, when a consumer lands on a landing page, they are trying to find support that will help them make the decision to buy. Providing them with this is the role of sales pitches and sales descriptions.
Landing page creation software
There are many programs for the development of landing pages on the market, among which I can mention Lead Pages, Unbounce and Vtex e-commerce platform, for example.
Design and usability
When developing a landing page, be careful to use design principles such as color application, alignment, balance, contrast, proximity, repetition, and proportion, which I discussed in the post " How to Use Design Theory in E-commerce ".
Know that even one single button can make all the difference in e-commerce Design and, more than anything, in the development of landing pages for your products.
A/B test
Develop two or more similar pages for the same product and conduct A/B testing to determine which models offer better conversion rates of visitors into buyers.
Things you should avoid on your landing page
Your goal is to sell many units of a particular product, so your landing page should not contain distractions like:
– Website menus and buttons or other dispersive items
– Ads from Google or another company
– Side menus
– Horizontal menus
– Images and videos that are not linked to the product in question
Elements that distract your consumer
Example script for a landing page
Next, I propose a basic script for you to set up your landing page. Develop each step in an approximation system, according to Design Theory, to facilitate understanding. Check out:
Introduction: Always sell a single product on each landing page
– Step 01: Create a persuasive title and subtitle for your product
– Step 02: insert social proof (tell how many people already use the product)
– Step 03: Show how the product alleviates consumer fear
– Step 04: insert a button with the call-to-action (buy now!)
– Step 05: cite a statement from an authority who has already used the product
– Step 06: Show how the product increases consumer performance
– Step 07: Insert the call-to-action button again (buy it now!)
-Step 08: insert scarcity argument like “only 10 more units!”
– Step 09: reciprocity argument (give bonus gift to whoever buys)
– Step 10: put the call-to-action button (buy it now!) to finish
Did you notice how each step of this script is a reinforcement and support for your consumer to make the decision to buy your product? Now just get people to access this sales page and make money!
Remember, however, that this is an example script. You can build longer or shorter landing pages as needed. Always test to find the one that will get you the most conversions from visitors to buyers. Good sales!
