Featured on Strait Times in 2013, Reed is a battle-tested digital marketing consultant who has years of experiences in lead generation, search engine optimisation and digital advertising. He enjoys culinary and occasionally prepares meals for friends and family.
June 12, 2020
Obstacles to a Effective Landing Page
Famous author, Zig Ziglar once said, “Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust.”
And, that applies to lead generation campaigns and other ad campaigns as well.
After all, a landing page is akin to a digital salesman. Your landing page must be able to market your products and services well so people will be keen to find out more by submitting their enquiry.
Let’s look at these five sales obstacles to improve your landing page experience.
If your audience who visits your landing page doesn’t have a problem, they don’t need your solution. No matter what kind of products or services you are offering.
That said, you might be attracting the wrong type of audience to your landing page. Google ads is a great way of attracting demand driven audience, people who are looking for a solution to their problem, to your landing page.
If your audience has little needs, you can also make use of content marketing to create a need for your audience.
There are only two reasons why your audience have no budget for your product or services. Either they really don’t have enough budget for your solution or they don’t see the value in your solution.
Your value proposition needs to be clear especially in the shoes of the audience.
Does your landing page explain clearly how your solution will be able to address their need? What is the unique selling point of your products and services compared to the rest of your competitors on the market?
If the audience doesn’t feel any hurry to pursue your solution, you need to create a sense of urgency.
Creating a sense of urgency doesn’t necessarily need to come in forms of discounts. For example, you can emphasize on the opportunity cost of procrastinating the problem.
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Need and desire are fundamentally different elements in the decision making process.
You don’t need a new iPhone 13 but you want one.
To create desire, you need to reach out to your audience emotionally. Storytelling can be a powerful tool to create emotional desires.
A great example would be Telsa as shared in the last article.
Tesla understood that people needed new reason to buy new cars when they all had perfectly fine cars. By positioning its customers as early adopters of EVs, it created a heroic persona in audiences who cared about the environment especially tech enthusiasts.
Through emotional marketing, the desire to own a Telsa goes far beyond its specifications.
A great website design can be important especially when the audience is new to your brand.
We are psychologically hardwired to trust beautiful people. Similarly, having a modern, well designed landing page instils confidence in visitors.
Do you know it only takes 50 milliseconds for visitors to form an impression of a website? Your chance of convincing a new customer might be already gone way before they read the content of your landing page.
On top of great website design, you can also feature customer testimonials in your landing page to add credibility.
What do you think? Share with us your thoughts and opinions below.