Discover ways of increasing conversions from the current traffic to your site by building trust to your visitors.
Your landing page plays a big role in the success of your online marketing campaign. You may have several online campaigns running all around the Internet to send any number of visitors to your pages ; but it all boils down to the effectiveness of your landing page in convincing these people to buy your product or take whatever offers you have for them.
People these days are very cautious in doing online transactions because of the threat of spamming,
scamming and identity theft. These are some of the major factors why conversion rates are only running at an average of 1 to 2 percent. Yes, people go online because they are looking for something. They click banner ads and search engine results as these things capture their interests. However, once they already get to the landing pages of those links, most of them just hit the Back button because of several reasons – the landing page displayed different information altogether, the page is full of flashy advertisements the page may be considered as scam, or maybe the landing page just didn’t convince the visitors that the site can be trusted enough to do online transactions.
Building trust amongst your visitors is very vital for the success of your business. Once you have gained their trust through your website, you can almost be assured of their conversion. Hence, your landing page should be able to achieve this objective. How? Here are some tips to guide you:
1. Continuity
Remember that most of your visitors would have come from other sites where you have active online campaigns like banner ads. They clicked on one of your ads because something in it caught their attention, something related to what they are looking for. If they land on a page that doesn’t contain any hint of those keywords that were mentioned in your advertisement, will they trust that it is indeed the site that they are looking for? I don’t think so.
Hence, it is important that whatever keywords you used in your various online campaign links and ads should match those that you have in the website. If your ad says Care for Chihuahua, then your landing page should display specific points in caring for a Chihuahua and not just pet care in general. You may add other elements like other products or services that you also offer but keep them on the side note and at a minimum. Ensure that the central focus of that landing page is really about what you have placed in the advertisement.
2. Value their Time
The Internet world is fast-paced. People who browse websites looking for something tend to only stay in one website for a few minutes, or even just seconds. Your landing page should be designed with that in mind. Try to keep your web copy short but compelling enough for visitors to take the offer. Have some bullet points to enumerate the benefits of your offer. Your call-to-action buttons should also be visible enough and should be strategically placed around the page.
3. Testimonials
If possible and when available, add one or two testimonials to your landing page. This can be placed on the side with a photo and complete name of the person giving the positive feedback about your product. Avoid using initials on the name of the person supposedly giving the testimonial because this may look suspicious and will not help in your objective at all.
4. Value their Privacy
Now, this may not necessarily be placed in the immediate landing page itself, but should be included as a link below the form that they will fill out. You will be able to gain more of their trust if you have a legitimate, binding, and clearly defined Privacy Statement which ensures that their personal information will not be sold nor given to other parties. This, somehow, gives them a peace of mind that they will not be receiving tons of spam messages or telemarketing calls anytime soon.
5. Give them Options
Visitors who are not convinced to take your offer at all will simply leave the page. That’s a given. Likewise, there are also visitors who leave but not because they are not interested, but they just want to take some time to think about the offer before taking action. If you give your visitors the option to, say, sign up for your newsletter to learn more about the product before buying, they will have the impression that they are not being forced and you are even offering to give more information. This gains their trust and some hint of confidence about the support your business provides to customers.
Each visitor that you get is a potential customer especially when your online marketing campaign delivers targeted audience. Imagine if your landing page will be able to gain the trust of each of these visitors, or even every other visitor, your sales will definitely soar up faster than you can think of.
