Thousands of articles and tutorials have been written over the past few years showing how to design a landing page, some of these even have over 100 tips!
There are also tools that can make a marketer job done easy.
One of the best tools I found out there is Get Response that can help you create high-converting landing pages.
However, so you can avoid wasting precious time on this subject, all of these can be boiled down to just 3 steps, allowing you to focus on what really matters: your product.
1. What is it that you are offering?
The first point which you should focus on and explain to the client is why they should spend a few minutes of their time interacting with your product.
The best way to do this is definitely by using a video. With each passing day, it is becoming more and more frequent that your clients are navigating on their cell phone, with a screen reduced in size (compared to a computer monitor) and using text alone to try to describe what it is that you are offering the client is no longer efficient. Not to mention trying to transmit concepts, emotions, or ideals of your service just by using text.
As Invodo shares with us in this statistical chart, 74% of surveys showed that videos produce higher conversions than any other type of content, moreover, advertisers that used videos increased their sales 49% quicker than those that did not.
Below, we will take a look at 3 videos as a point of reference so that you may understand more clearly why your best decision is undoubtedly to begin by making a video.
The first example is by Webflow, a tool that lets you design a website even if you do not know how to program.
The video lasts 1 minute and 33 seconds and in this small amount of time they show that it is possible to explain exactly what it is that they are offering to the potential client.
If you take into account that your users will be looking at other similar pages at the same time they are looking at your site in order to make a decision as to which one they should choose, what will happen if your competition has a video such as this one but you don’t?
The time it takes for the potential client to make a final decision regarding every option available to them will be very minimal, and whoever takes the most advantage of this short lapse of time will be the one who wins.
The second example of someone who does this job very well by using a video is Luma.
In this case, in just 2 minutes they teach you what it is that they offer and why you should buy it based on the problem that they will solve for you.
The third and final example is that by June, an intelligent oven which makes cooking easier.
What would you have thought if on their landing page you only saw an image with the text “June Intelligent Oven. Cook smarter, eat better”? Clearly, there is a 100% difference when you see the video.
But what concepts do you need in order to make your own video?
The most important thing is the script. The quality of the video can be average, good or even excellent, but if the script is bad, the video will also be, regardless of whatever else.
Never leave the script up to a third party, it is your responsibility. The person you are hiring to produce the video does not know the problem that you are solving for your clients to the detailed perfection that you do and they do not know how to transmit these concepts of your product using the exact words of the client in order to increase conversions.
There is no one who knows more about your product and your clients than you.
At the end of the day, the goal of your video is to be able to respond to all the objections that your potential clients may have, in the least amount of time (1 to 3 minutes maximum).
The steps that you should take in order to create your script are the following:
- Explain the problem: always begin by showing and reminding the client why they are there at that moment on your landing page, show that you understand them perfectly, that they are in the right place to get their problem solved. In the example by Webflow (the first video), you can see how the problem of going from an idea to its design and implementation is a real headache.
- Show them your solution: once you have presented the problem in detail, it is time to show the solution. Make the transition from the problem to the solution by starting to describe what your product offers or does in general terms. In the example above we are told it is: “A platform that allows you to go from designing to implementing without writing one single line of code.”
- Describe the main characteristics: after stating in general what you are offering to the user, begin describing the 3 most important features of your tool. Don’t go too deep into the details or else you will lose the client’s attention. In the specific example that we have been talking about, it explains that we do not have to implement data bases, that the content can be easily updated, etc.
- Respond to any objection that may come up: if you know your users, for example, if you know that they believe that your product is more expensive than your competition or that at first glance it seems like it will take them a lot of time and effort to implement it, you can make a final affirming statement lasting a few seconds to answer these objections or any other one before the video ends. For example, in the second video, Luma responds well to the objection of security and protection of minors in their home wifi network.
Remember: the most important part of the video is the script, not the video itself.
2. Who are you?
The second point to take into consideration, which many unfortunately do not give it the merit it is due, is to explain to the client who you are and what your history is.
Always remember to put yourself into the shoes of the user, they do not know who you are behind the product which requires their investment of time and money.
Take a few minutes to explain when the business began, and more importantly, why are you doing what you do, what the company’s goals are and the group of people who make up the company. Communicating ideals and work culture creates an important connection with each potential client.
Luma is one you can learn from, which explains to the user how they began, their history, and who they are, including first and last names with photos of the founders. Finally, they show who invested in the company, which provides backing (trajectory).
Another example is June, where they even provide a picture with all the team members and those in charge of the company.
Recommendation: Never underestimate the potential that lies in showing your users who it is behind the product that is being sold, including first and last names, pictures, and anything else that can convey trust.
3. How to close the sale?
Finally, based on the experience over the past 9 years in our company, once you have explained in a video that you can provide a successful solution to a problem the user has and you showed them who you are, it is time to close the sale.
Here you should focus on two points: examples and testimonies.
- Examples: you should provide your potential clients with examples of real and concrete work that they can see and interact with at that moment.
As a reference point, you can see what Webflow did, including a complete section with hundreds of examples.
They do not necessarily have to be examples done by large companies like Coca-Cola or Nike, simply including real examples by normal people like all of us who work online is more than sufficient because the client can identify themselves with the others.
- Testimonies: Interestingly, if you take what was mentioned in point 1 above regarding the videos and their importance, Webflow made testimonial videos where they interview their own clients. Producing videos of this nature allows new clients to see others directly instead of having to read a long text or just seeing a few images.
You telling your potential clients that they should buy your product will never be as effective as your own clients telling them.
As shown in this article, the clients that are using your services today will be much more persuasive than any other strategy that you can use when it comes to closing the sale.
For 80% of sales, there is some form of “word of mouth” recommendation that influences the final decision.
In order to achieve the maximum level of conversion rate on your landing page, you do not need to follow the hundreds of tips and advice that you can find on the internet and do thousands of A/B trials until you are tired and losing the most valuable thing you have: your time. It can be spent better by working on your product.
You know better than anyone else what you have to offer for your clients, sit down and write a script and invest in an agency for producing your video. This investment will pay for itself in the improvement of the conversion rate that you will obtain on your new landing page.
Then, don’t forget to tell your story and show who you are.
And lastly, collect some examples of your work and testimonies in order to successfully close the sale.
Contributor: This advice and concepts were shared by Programmer and Designer Cristian Rennella, Founder of Empréstimos Brasil. In the past few years also serving as Angel Investor for South America.