How to Build a Landing Page That Converts

A sales funnel is formulating a buyer’s journey, from the window shopping stage to the buying stage. The best way to speed up the process is to understand your target audience and then use the sales funnel approach. The sales funnel relies on the principles of “AIDA,” which stands for Awareness, Interest, Desire, and Action. These are the 4 fundamentals of a landing page, and based on them, you can boost your conversions.

• Awareness

   

  Awareness is the part of the process where your customers are window shopping, and you want them to step inside the shop. So, what would you do if you owned a physical store? – Share information or benefits of your product, right?

   

  This is precisely what you should do with the top half of your landing page. Remember, when web visitors come to your landing page, they are looking for more information about what you are selling before they can make a decision, so you need to provide it. The expensive your product, the more information customers would need. However, this doesn’t mean you should stuff your landing page with CTAs if your product/service is cheap.

   

  Providing relevant, credible, and authentic information at this stage could greatly benefit your landing page and lure customers inside your shop. Now what’s left is generating their interest.

   

   

• Interest

  This is the part where your customers know what you are selling and what your product/service does. What they don’t know is how your product/service would benefit them. Sharing personalized information generates interest. We aren’t interested in buying something unless we know how that purchase would benefit us. So, your job at this stage is to build your target audience’s interest.

   

  Try adding information exclusively tailored to your target audience’s interest at this point. Since the interest segment is after the awareness, the best place to fit all personalized content and benefits is below the fold of your landing page, meaning immediately after the awareness information section.

   

  Another way of generating your customer’s interest at this stage is by telling them what would happen if something went wrong with their purchase, meaning after-sales services. Most people would immediately hit the magic buy button once they know their purchase is secure (if it’s an expensive product/service). In the service sector, make sure you have a well-defined refund plan so you can win your customers’ interest.

   

• Desire

  At this point, your customers know what you are selling, how it will benefit them, and what’ll happen if something went wrong. So, all that’s left is to build their desire. How do you do that? Many unique products are never bought because they aren’t able to build the desire for their product/service. Think about it for a while, would you buy a $100/month service from the get-go? Or would your desire for purchase significantly increase if there was a 30% discount for the first 3 months?

   

  The answer is clear, at this stage, your customers need something in return for buying your product/service. So, the best way to reel them in is through a discount. Once your customer gets used to your product/service, it would be hard for them to quit. However, if you don’t offer discounts at this point, chances are you will lose your customer for good because they will practice the “3-month rule.”

   

  The “3-month rule” is a technique used by value shoppers who try to stay away from making a big purchase for 3 months. These people abstain from buying a particular product/service because they are on a budget. Therefore, if you lose them at the “desire” part of your landing page, you will lose them forever. So you need your web visitors to take action within the first 2 days of visiting your landing page, and this leads to our final stage in the sales funnel.

   

  Action

  The last but the most critical aspect of designing a high conversion landing page is the “action” stage of the sales funnel. This stage is when your customer has awareness about your offering, has some interest in making a purchase, and the desire to buy as well. So at this point, all you need is a creative, reasonable, and minimalistic Call to Action.

   

  Remember, your prospects won’t buy unless you have a good CTA at this stage because their brain is signaling them to wait, but their emotions are high because of the sales funnel approach. Right not your customer is amidst a conflict between want and desire, and you need to convert them now! A good CTA will definitely get the conversions you need and once your customer has bought your product, make sure you give them a good experience.

   

   

     3. Have a Concise Landing Page