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How to Use Landing Pages to Turn Visitors Into Buyers
By The 20 SEO Tools
When a prospective client uses the internet to search for a product, he or she usually
types a keyword or a phrase into a search engine and uses the results to find what he or
she desires. If your ad is among those listings, you therefore have a much better shot at
having prospective clients visit your website to find out what information you have, and
what you are offering. However, just because they have found your site, doesn’t mean that
he or she will buy from you. It depends on if you have taken the right steps to persuade
them to shop with you.
To convince visitors to buy something, one of the most effective steps that you can
take is to create a landing page which is designed specifically to encourage them to click
the "buy now" button that you have made available. Landing pages have been found, today
more than ever before, to be among the most effective sell tactics on websites.
Even if you don’t manage to sell anything, your landing page can also encourage
visitors to sign up for a free newsletter that will be compelling and frequently remind
them of your company, and what your company is selling. This way, when they do want to
make the purchase, your company will be the natural option for shopping.
In fact landing pages are considered to be among the most vital stages that, when
missed, can lead to the largest percentage of lost potential sales. After all, one of the
most important part of your marketing strategy is to send targeted traffic directly to the
part of your site where they can buy. Therefore, landing pages are the direct solution to
that need.
To make your landing page most effective, there are a few important steps that you can take:
1. Don’t send your visitors to your homepage. This may sound strange, since your
homepage is really the hub for the rest of the pages on your website. However, though it
may seem like the natural place to start visiting your website, it has not been designed
to create the sense of urgency to “act now” and make the purchase. It has only been
designed to move the visitor around the rest of the website. Without immediately creating
that sense of urgency, you immediately lose a good deal of the potential that you had to
start with.
2. Build a sense of trust. This should start as soon as possible on your landing page.
Though the main purpose of the landing page is to encourage a purchase from your visitor,
you need to show them that they are not being rash by acting right away. By building
trust, you give them a sense of security with the decision to make the purchase. This can
come in the form of a guarantee or warranty. This will allow them to make the decision
right away, knowing that if they have made the wrong choice, there is an “out”, and they
aren’t stuck with their mistake.
3. Ask for a purchase. Be direct with your visitors and use your landing page to ask
flat out for the purchase. However, this doesn’t mean that you need to make a hard sell that
pushes visitors away. Instead, use the right techniques, that primarily include these three:
• Use strong action words
• Minimize navigational options
• Place all of your strategic selling information at eye level, before
the place where the visitor will need to scroll down to see it.
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