Honest Seduction is a compilation of ION blog posts and articles over a period of two and a half years. Here’s a great take away from Honest Seduction: Using Post-Click Marketing to Turn Landing Pages into Game Changers
Nine Rules for Making Landing Pages That Sell:
- A web sales path should not be truly linear. Of course there must be the obvious ”NEXT’ type choice, but don’t forget about floaters, OFIEs, OFINs, free form fields, and “choose A or B” fields. Limit the number of choices and outcomes without limiting their involvement.
- Exude speed and efficiency. If your screen loads fast and looks clean and simple it screams, “I promise not to waste your time.” Who doesn’t appreciate that?
- Get smarter at every click. The customers’ choices should narrow the selling message. Make your questions smart enough so that you learn something valuable.
- Be clear and don’t ask unless you need to. Don’t ask your customers anything irrelevant. It wastes their time and they’ll question your motives.
- Stay focused. Don’t distract your customers. Resist the temptation to go into every detail.
- Don’t ramble or waste their time. Limit the number of screens in your path – three for simple products and no more than seven for complex or high ticket products.
- Be honest and up front. Build trust by clearly displaying where they are in the process and what step they are on in your path.
- Barter for information. Build trust and equality into the relationship by giving something in exchange for the information they provide.
- Sincerity wins the day. This is an extension of a real, flesh and blood relationship. Trust and mutual respect need to come across on every screen. Don’t be the used car salesman.
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Testing – One, Two, Three
If you have been reading Mequoda Daily for a while, you know we are big proponents of testing. There’s micro-level optimization and macro-level concepts.
Micro-level focuses on aspects such page orientation testing, shuffling minor variations of content to see what flows best. Macro-level looks at the big picture, the structure of a sales path – not just a single landing page. One test is never enough. Using both multi-variant (MVT) and multi-step A/B testing requires more strategic and tactical input, but the results are worth it.
Read more from Honest Seduction: Using Post-Click Marketing to Turn Landing Pages into Game Changers
