Landing and objections of visitors
What is the landing page for? To present a service, sell a product, offer to download a program. And here an unpleasant situation is possible, when a lot of visitors come, and only a few reach the target action. The low conversion rate is due to the fact that users have too many objections on the way to the target action.
Let's say you offer vitamins or dietary supplements, but nowhere indicate the composition or number of tablets in the package. Accordingly, most potential customers will simply leave, because they do not understand what exactly they are buying.
If you're generating relatively clean traffic but not buying, it's worth working on increasing conversions. But to do this, specify what is the minimum conversion rate for your landing page:
- in the B2C segment, a conversion below 1.5% is considered low;
- if you offer a newsletter subscription, then the conversion should be more than 3%;
- in B2B commercial offers - 0.5% minimum;
- with free software testing, low conversion - less than 4%;
- when registering an account - up to 2%.
Now you can compare the real conversion with the minimum and think about what kind of objections prevent potential customers from taking the targeted action.
Looking for objections
Before looking for objections, segment your users. After all, people come to you with different goals and different levels of knowledge about the company. In total, 3 large groups of potential consumers can be distinguished:
- That part of your target audience that knows about your offers, but has never used them. They seek profit and ask a huge number of questions.
- Those customers who planned to cooperate with you, but chose competitors. Either they were dissatisfied with the terms of the order, quality, and so on, or they saw a better offer during the checkout process.
- Satisfied customers: those who bought the product, subscribed to the news, and so on. They are loyal to your company and will even advertise it to others.
Segmentation is followed by a customer survey, and for each group the questions will be different. You can ask the former what exactly they know about the company and why they doubt it, the latter - why your product was originally chosen and what attracted competitors, and the third: what convinced them to make a purchase, what they liked about the product. Naturally, ask loyal customers to leave a review.
To conduct surveys, you can use e-mail newsletters or phone calls, or you can organize a conference or online meeting.
Customers will tell you more than just objections. They will also talk about what expectations they have, what problems they plan to solve with the help of the product, what encourages them to make a purchase and what repels them. This information is incredibly valuable!
Landing without objections
When the main objections are received, it is worth adjusting the landing page. So that it becomes more informative. After all, it is doubts that keep you from buying or registering.
So, if the survey showed that a product or software lacks technical characteristics, they should be provided in excess. If the photos were not informative enough, they should be improved. Every doubt must be smashed against your expert reinforced concrete counter-argument. Benefits, testimonials and photos: when you sell online, without the opportunity to "twist in your hands", there can't be too many of them. But the abundance of information is not always good: choose what is important and valuable from the point of view of users.
Of course, any change to a landing page should be tested to see if it improves conversions. If the ideas for improvement are over, but there is no result, then it is worth approaching the problem from the other side, for example, by considering the expansion of the target audience.
Constant changes and testing will benefit the resource. After all, this way you become closer to users, and therefore better from their point of view.