Does Your Landing Page Ask Too Much, Too Soon?
Before we talk about how to improve your marketing and the conversion rate of your brand’s offer, I need to ask you something.
I know we just met, but I really feel like we should get married. I know what you’re thinking, and I know you don’t know me that well (or at all). This is a huge commitment, but look. I know me, and here I am with a ring box. Just say “yes.”
Here are five reasons you should marry me in a simple to read bullet point list. My best man will be contacting you shortly to complete our marriage arrangements.
What kind of person says ‘yes’ to a huge commitment with little background information? The song was ‘Call Me, Maybe’ not ‘Hi, Let’s Go Marry.’ Even if they did say yes to a huge deal with no information, is that likely to be a solid relationship?
There are, I propose, a lot of landing pages out there doomed to a life of Easy Mac and Ikea bachelordom. No amount of design, the aesthetic beauty of your landing page, can make up for the fact that some decisions simply need more information.
For your brand’s larger purchases and larger commitments, consider a series of small steps instead of one big one. You used to call them ‘dates,’ now you can call it ‘lead nurturing.’
The burden of knowledge is one of the worst plagues to a marketer. With years of experience dealing with your offering, it’s hard to remember exactly what it took to get you to understand your own product enough to buy in. It causes us to forget to include some key information, such as the inner workings of a mortgage refinance or that a monthly service fee is needed to work with your law firm. It’s ‘standard’ information? Well… do your potential customers know what standard is?
Challenge yourself to forget everything you know about your product, and write down all the questions and concerns you’d have before you would even consider buying in. If you come up with a list of less than seven concerns, you haven’t forgotten enough and may need to find somebody who simply doesn’t know.
Wanted: Person who knows nothing about my product. Enquire within.
‘Enquire within,’ not ‘click to start working.’ More information is obviously needed before you sign-up for something so vague.
Once you have your concerns, you can begin working on intelligent ways to serve this content in pieces. Instead of ‘sign-up to this huge commitment,’ you’re simply inviting your prospect to learn more. Each step of this process has itself at least one clear step to move forward.
Romance your prospects a little. Let them get to know you and what you’re offering a little more before you pop the big question. Start getting on one knee when you feel like they know enough to have a positive relationship with your brand, and be patient.
There are some great online tools and techniques available for getting the message across, and running a more intelligent lead nurturing program can yield a much higher return on marketing investment than running around with your proverbial ring box and a prayer.
A lot of brands ask for too much too soon with their online marketing. Because of the burden of knowledge, a marketer can spend so much time, resources and budget on form aesthetic and A/B testing that the larger picture of ‘they just don’t know you that well’ never comes into focus.