Landing pages take time to launch. It’s difficult getting the right offer, designing the best content and often you don’t quite know the right messaging to use or the order to lie things out. If you’re going to spend the time doing it, you want to make sure that you get the offer right.
But if you get it right you can experience a big increase in sign ups to help scale your company faster.
I’ve created tons of landing pages for software companies, agencies and consumer brands, including Take7Music, Madison Square Garden and Deliveroo. In the beginning my work with landing pages involved lots of tests. I created some landing pages that only converted several email opt ins. I didn’t really have a clear formula for a landing page layout that really works. But after creating landing pages for many brands that have converted visitors in the hundreds of thousands, I’ve developed a formula that can work for you.
The REWARD Method
I created the REWARD method to ensure you cover everything your visitor needs to see to convert. This model will make it easier for you to produce landing pages without getting lost in questioning. It will also help you increase the chance of conversion for each visitor that lands on your page. W
Lead with the result your customer desires. We call this your ‘Customer’s Desired Outcome’ and it’s so important that it should be your headline. Be succinct by mentioning a single solution to a problem that your target audience are struggling with. Use a subheading to explain additional value about your solution.
In this section take the opportunity to EXPLAIN the method your target audience can use to achieve the desired result. This method may relate to your product and should be tied in with your offer. It may be possible for the prospect to achieve the result using the method and other means, but explaining the method shows your insight and provides some value, as well as positioning your product as a viable solution.
Now is the time to convince your prospect WHY they should use your product to achieve the desired result. You should have a clear competitive advantage as to why your product is the right choice for them. Does your product get greater results in less time? Does it require less effort? Or, do you have an innate understanding of the prospects challenges? Make sure to provide a compelling pitch as to why your product is the right choice.
Provide something that will give your user an ADVANTAGE whether or not they use your product. This builds up good will and demonstrates your willingness to provide value. It may also give you a good reason to test your prospects commitment whilst incentivising them to opt in. Use a conversion tool such as some free information or a demo or free trial. There are number of other tools you can use for lead capture, such as an email course, cheatsheet, discount code or webinar, to name a few.
Testimonials and case studies are the best tools to substantiate your claim that your product can deliver the results you say it can. Provide evidence of this by demonstrating the RECOGNITION you have received from your existing and previous customers. Testimonial statements should verify the exact results and value your customer’s received, demonstrating that your prospects will be able to experience this too.
The DRIVER is your call to action for your visitors. At this point you want to remove other options and distractions on the page and leave only the option for your visitor to opt in. Make sure your call to action is clear and has only one task associated with it. For example you may want your visitor to enter their details, book a demo or something similar. This is their expression of interest and you now have the opportunity to convert.
Video Increases Conversions by up to 86%
One of the best ways to stand out and increase engagement is to use video in your landing pages. Using videos on landing pages will increase conversions by 86%. (Source: https://www.hubspot.com/marketing-statistics) Video is becoming commonplace and your page can even suffer from a lack of engaging video.
By 2019, global consumer Internet video traffic will account for 80% of all consumer Internet traffic (Source: SmallBizTrends).
If you’d like to produce landing pages that convert high for you then get in touch. I’ll use the REWARD formula to create a high quality design and we’ll focus on making sure it converts into more users for your product.