The process for bringing new customers to your site organically involves something called a “marketing funnel”. As you first reach customers organically, your job is to inform them about the problems they face. And then, once they understand they have a problem, it’s time to introduce your products or services as a solution.
This means that ecommerce site owners need to become product insertion ninjas. High-conversion landing pages first need to serve as an educational resource for the public, but also need to do a great job of spotlighting the perfect products for the target audience reading your content.
Here are three strategies you can use to better position your products within landing pages that are meant to inform and excite your future customers:
1. Embed Focused Product Videos
Video is one of the fastest growing mediums for communicating with audiences. More than half of audiences will stay around after watching a 90 second video about a product or service that’s relevant to them.
One thing that’s hurting marketers are videos that fail to focus on the product or service that’s most relevant to the consumer – they try to cover too much ground in one shot. Consumer have the attention span of a goldfish or less, depending on which study you look at.
It’s never been more important to tightly focus your video content on the product you’re trying to promote. I use video cropper software from Movavi to take a long, generic video and craft a quick video for specific viewers that need a nudge towards engaging with the products that can solve their challenges.
2. Minimize Pop-Ups and Distractions
There are a ton of customizable WordPress pop-up plugins and other tools that allow website owners to craft custom messages for their site visitors. The problem with these tools is that they distract the reader from the content that they’re most interested in. As they scan through your content, their screen suddenly goes black and they are hit over the head with a “Sign Up for Our Newsletter” or “Get Notified When We Launch” message.
The conversion rate on these pop-ups are relatively low. When you force someone to pay attention, they’re much more likely to leave and find the information they need somewhere else.
If you want to build a loyal audience, don’t interrupt a great user experience. Instead use some of the following strategies to get convert them from curious reader to engaged customer.
3. Strategically Embed Quality Internal Links to Your Content
In the first paragraph of a landing page, I like to insert a quick link to the product I want to sell the reader. The challenging part is including this hyperlink without looking spammy. My trick is to be up-front with the reader. I’ll mention that I sell XYZ products and if they’d like to see what I offer, they can simply click through to a page that quickly addresses their needs.
Although most site visitors will want to learn more before clicking on a link to a sales page, there are a percentage of visitors that already understand what they needand want to hit the “Buy Now” button.
A single sentence in the introductory paragraph of a landing page is the perfect way to reach the small group of visitors that want to buy, without annoying the visitors that want to dig deeper before making a buying decision.
The content beneath the introductory paragraph should craft a compelling message that educated the reader and positions your product as the best solution available to them. The more information you include – including references to reputable third-party resources – the more effective you’ll be at building brand trust with your audience.
In conclusion, powerful landing pages first serve as an education resource for the reader. They are carefully produced in a way that conveys all of the information a consumer needs in order to make a purchasing decision. And as the consumer scratches beneath the surface, they uncover the fact that your product or service is the fastest and most affordable way to resolve their problem. My hope is you’ll use the strategies I’ve outlined here to increase your ecommerce site’s conversion rate. It’s hard to win over customers from the competition, but if you first establish yourself as an expert, your sales pitch will be much more credible.