You’ll create more trust on your page by adding testimonials of happy clients. But what does a good testimonial look like? They often consist of three things. A unique benefit your product offers, the proof of a claim you’ve made, and a positive comparison of your product to a competitor.
We’re not saying to write fake testimonials (please don’t), let that be clear. People will instantly notice fake testimonials, often because they are too positive. Always use real customers and real testimonials. When you ask for a testimonial, you can use these three ingredients as a hint.
When creating a page, think about the main thing you want it to achieve. For a lead-gen page, it’s capturing people’s details. For a click-through page is getting people to, well, click through. The goal of a product page is to make people buy.
Each page should only have one goal. Not two, not three. Just one. Marketers sometimes squeeze several goals on one page, with the thought of “But if people don’t want to sign up, perhaps we can let them download a whitepaper as an alternative”. Nope! If that’s the case, your ads suck because you’re targeting the wrong audience. Please don’t go down that route. The whitepaper download will distract your users from what they should do: sign up.
Always have clarity about what the job of a page is. All other things you add will create friction and distraction.
Chances are, most of your visitors come to your site via an ad. Make sure you match your visitors’ expectations by using the same message and branding on your landing page as you did in the ad. There should be a nice “scent” between your ads and page. Think about your headline, the images, styling, and wordings.
A few weeks ago I was looking for a flight from Amsterdam. I clicked on an ad saying “Fly to Cusco From Amsterdam”. So far, so good! But when I landed on the airline site, the headline said “Cheap Flights From Brussel to Cusco”. Epic fail! I wanted to fly from Amsterdam – not Brussel. I closed the site within 3 seconds. A classic example of not matching visitors’ expectations.
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Done&Tested shares conversion rate optimization tips with digital marketers, designers and business owners. Each week I add a conversion tip or insight I love, or just blows my mind. All tips are meant as inspiration and I recommend split-testing them because they might not work for your audience. I work as a freelance conversion specialist. Would you like to share a tip as well? Drop me an email here.