Case Study

Landing Page vs Home Page?

Do I really need both?  It is really a MILLION DOLLAR QUESTION

Intro

Where should you send your visitors?

It’s something I come across with almost every client I have worked with and one I asked myself when I first began marketing. Why can’t I just use my main website as my landing page?

The short answer is that it just doesn’t typically work. Most clients are led to believe their website is one of the most important assets to starting their new business. They invest thousands of dollars in its design. Unknowingly, when they begin to use it to promote their business, they almost always have very limited or no success at all. There are key factors to why this doesn’t work, let me explain why. Lets take a look at the first factor, your lead type.

Factor #1

Types of Leads

unaware

This prospect is not aware they even have an issue. They are the hardest ones to convert because it typically takes a lot of energy and time to bring them to a point where they would even consider a solution. They won’t easily persceive value.

Problem Aware

This prospect knows they have a problem. They are uncertain of how to address it or if a solution is available or possible. They are skeptical and will need to be convinced that your product will address their problem. The are still in the evaluating process.

Solution Aware

The person already knows that there are ways to resolve their problem but they have yet to decide what avenue they will take to address it. For a golfer as an example, they may know that an instructor, video series or training aid is available and claims to work but they have not chosen a course of action.

Product Aware

This lead knows about your product already and has some understanding that it could be a solusion for them. They typically have a basic understanding of how your solution works and possible benefits of using it. They are not yet fully convinced that they want to take action yet.

Knowledge of product and value

This is the lead that is potentially the easiest one to convert to a customer. They have done the research and believe your offer is a good solution for them, but for some reason they have not clicked the “Buy Now” button.

Factor #2 Awareness to Action

“Understanding where the prospects are at in the buying cycle and pursuing the right roadmap to conversion will help you bridge the gap between being just a prospect to becoming a customer. This is your ultimate goal..”

Steve Scott, N3i Owner

Factor #3

Intent

Intent of Page

After knowing the customers awareness, you then need to makes sure that the customers intent matches what they will see on the page you are sending them to.

no “red flags”

It’s a pretty well know statistic worth repeating. Most people make a decisions within 3 seconds of landing on your page if they are going to keep reading through the material. They will typically continue reading if they perceive value and no “Red Flag” mistakes are made when they land on the page. That is one of the primary reasons the intent of your page must line up with what the visitor expects to see. If it doesn’t match “see ya” they are gone.

Seeing what’s expected!

The secret sauce is when the Ad Creative matches the landing Page designed around the intent of the visitor. The lead sees your Ad Creative which identifies how your product addresses a specific need or issue they are trying to fix. They then click a link to your page and the information matches what they expected to see. The potential customer is now carefully taken through a funnel process based on their issue. It is structured around their awareness and intent, Bingo!, they convert.

Factor #4

Intentional Design

Customer Complaint! – I received a call from a customer a short time ago complaining about the landing page he went to.

“IT WAS TOO HARD TO FIND THE PRICE AND I WAS FORCED TO READ THROUGH THE MATERIALS!”

He was surprised by my response. I told him we did that on purpose and asked him a question?
Honestly, would you have spent the $150 on our product that we knew would help him achieve the results he were looking for if he had seen the price first before reading through the benefits?
He was honest and SAID NO!, he would have immediately left the site because the price was too high. I asked, once he read the page, why did he then go through with the purchase? I was told that the materials showed him the product could fix his issue so he followed through with the purchase.

I have created high performing materials for multiple clients and sold multi-millions of dollars on the web. Through the many campaigns I have launched, I have identified quite a few “Red Flag” mistakes made by inexperienced marketers. I know they are “Red Flags” because I have done A/B testing on different campaigns and when these are eliminated, conversion start happening and the converted prospect numbers dramatically increase. One tiny identified element removed from a Landing Page and you loose 25% of your potential conversions. It doesn’t take a large number of these mistakes to kill a marketing initiative.

Customers Option – I want to see what I need to make a quick decision.

Experienced Marketer – I have to communicate the value first so customer is able to make an informed decision.
Let proven marketing principles drive your initiatives, don’t rely on feedback from customers or information from people that are inexperienced in your specific marketing niches

Factor #5

What Is The Difference?

Home page

What is a home page website?
A home page is a general page used to inform existing and potential clients about your business and the product or services you offer. Typically it is a multi-page site and is built from a broad audience viewpoint. You typically will not be able to determine the visitors product awareness or intent.

When a contact first arrives at the page, your goals should be to take the unknown visitor to the next areas of interest. If this is a new potential lead, they very well may be at the beginning stages of buyer awareness, a landing page strategy would be difficult to determine and in fact could drive people away from becoming potential clients.

FACT
Did you know one of the most common mistakes made by new business owners on their website, not putting an easy to find phone number on their page. Although few people actually call the phone number, it add credibility helps create buyer confidence in your business.

Now let’s imaging your send a group of people to this page as a landing page. You basically know the awareness level of the vistor and their interest. You are somewhat sure of their intent. You have produced a great ad to attract this visitor based on the specific problem they are trying to solve. The lead clicks to your site and find that the content doesn’t match the ad and they are left having to navigate your site looking for the solution the ad proposed. It is just not effective because it typically creates buyer confusion.

Buyer confusion is the act of creating additional questions for the buyer as to why they should purchase your product by giving them too much impertinent information. The buyer that would have converted, is left rethinking their decision to move forward. Not a great strategy if you want a sale.

Landing page

The landing page takes on a very different prospective. You have paid for this lead and getting the lead through a conversion process is paramount. You have already identified their potential awareness level. There is no navigation at the top of the page. You don’t want this prospect to be led to other pages, you want them to either “Buy Now” or become a lead for your product or solution. This is not the time to distract them with what they may consider non-relevant information.

FACT
Studies have proven that if you take them away from the landing page, you immediately give up a 25% chance of converting them to a customer.

As an example, I do a large volume of Direct Response Marketing through targeted email lists. When I do a campaign, I know the potential customer has an interest in products related to my offer. I have already sent them an email telling them about my product and how it will address their issue. The lead clicks to go to my site so I know they have some interest. They are aware that when they go to my Landing Page, they are going to be told about the product and how it might help them solve their problem. The are aware that I am going to offer a solution. It’s not confrontational because I have given them information about what I am going to share before the get to the website.

The Ad matches the landing page, the page has the information they were expecting to see, they are given a persuasive value proposition and the information they need to make an informed decision. BAM! you have the greatest potential for a new customer or lead.

Factor #6

What Makes A Good Landing Page Stand Out!

“A Good Landing Page Has To Have Focus!”

A landing page is used to drive conversions from different sources that are typically paid for.  Email Marketing, Paid Search Engine Marketing, Social Networks Marketing ETC.

This page is created to get a user to take action.  It has may have limited navigation through ancor points but typically has none.  It has a single offer for a product or service you are currently promoting.  Again the “sole purpose is to get the visitor to take action”.  Text/Video/Images and A Call to Action (CTA).

  • It is not a page for company information
  • It is not a place to take your lead throught to next steps
  • It is all about driving conversions

Tips:

  1. Eliminate Any Distraction for the Lead – Don’t link to other pages, don’t link to outside resources, remove any links to your social media sources.
  2. Make Sure Your Call To Action is Highly Visable – It’s been proven through many resources using bright colors and bold fonts greatly increases conversions. Changing the CTA from a white stylistic option to a bold bullet could easily increase conversions by several hundred percentiles.
  3. Provide Proof – Testimonials, Reviews, Logos from reputable sources the lead is farmiliar with are important aspects of any good landing page.
  4. Forget About Features, Focus on Benefits – Leads want to know how your product or service will benefit them. They are less concerned about the features.  It’s a major downfall if your landing page is feature centric which many company owners tend to want to emphasize.

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