You have probably figured out that the second line received better traction. The insurer increased leads 65% simply by creating fear. When using this motivator, consider how your product addresses and calms the fear and what would make the customers’ mood to shift from a feeling of uncertainty to one of calm and confidence.
Urgency can also be used to move audiences to act quickly on your offer. Focus on what the user might be missing out. Push their boundaries by showing them life is passing them by if they don’t step up and claim it. Last minute deals are especially appealing when selling digital products.
Consider how you might craft your copy:
1. Download Now! This link expires in 24 hrs.
2. 50 people have already claimed their offer. 50 more remaining.
3. You have 5 hrs, 20 minutes left to buy.
To get some inspiration, consider checking out sites like Groupon and Appsumo. They are great at instilling urgency into the purchase process.
Showing your visitors the results of what to expect is another powerful motivator. This can be done in form of social proof, testimonials, before and after photos, earnings statements, or through charts and graphs. These are testaments to the solidity and value of what you have to offer. They are proof that your offer has passed the test and is guaranteed to deliver the desired results.
Wikijob, a site that offers aptitude tests, was able to increase sales by 34% when it added only three lines of the right testimonials. Original Optimized Takeaway: By leveraging the fear and scarcity factor, and showing your audience what to expect, it’s possible to to increase the value of your offerings and sales dramatically.
Optimize Your Call-to-Action
This is one of the most powerful elements of your landing page, and rightly so. It has been estimated that a well optimized call-to-action can affect your click-through and conversion rates to the tune of 30% and more. One way to do this is to use actionable words.
Which of these are you likely to click?
“Download Whitepaper” – “Download a Free Whitepaper that Shows You How to Increase Your Sales by 50%”
“Learn More” – “Click Here to Get Instant Access to Our Library of Best-sellers.”
“Find Out More” – “Click Here for More Information.”
“Join Our Private Beta. We Need Your Help” – “Now Available by Invitation Only”
Words like “Find”, “Learn”, and “See” are weak and passive and should be avoided.
Instead, use action-verbs like “Get’, “Access”, and “Download.”
Research has shown that the more action-verbs your landing page copy has, the higher the conversion rate. In addition, the Call-to-Action buttons should look like a button, with depth, gradient, and drop-down shadows. It should stand out from the rest of the page, calling and luring the visitors to take action.
Takeaway: Use actionable language and a reference to what the visitor is getting in your Call-to-Action.
A great landing page can help you not only increase your sales, but also give insight into the effectiveness of your offers. It is yet another data set that you can use to optimize your marketing, understand your prospects, and fuel your other marketing channels.
David Gitonga is a full-time Web content creator and strategist working with various companies in developing and executing online marketing campaigns on social networks and search engines. He mostly works with small and medium-sized businesses looking to leverage the Internet to drive sales, innovation, and engagement online. Connect with David on Twitter and Google+ or through his website.