3

Your Landing Page Should Match Your Ads

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 β€œscent” 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.

match ads

Conversion tip from:

Gijs Wierda

Gijs Wierda

Conversion specialist

2

Ensure Your Landing Page Works on All Devices and Browsers

I know, I know. This tip is an open door. But many people leave this door right open πŸ™‚

How certain are you that your site works well on all popular devices and browsers? The easiest way to get more sales is checking whether your site works well. I’d guess 99% of all sites I’ve optimized have had technical issues in certain devices and browsers. I’ve recovered so much revenue that was lost because someone rushed the QA testing part.

I often use Browserstack for QA testing. Checking it is boring as hell, finding issues sucks. Solving those issues and seeing the extra sales come in is fun.

solve technical conversion issues

Conversion tip from:

Gijs Wierda

Gijs Wierda

Conversion specialist

1

Talk About User Benefits, Not Product Features

On your landing page, try writing everything from your customers’ point of view. Although it might seem counterintuitive, consumers rarely want to buy things for the sake of buying them – they want to solve their problems. Talk about user benefits and not about the features of a product.

If you’re selling umbrellas you could talk about the unique fabric you’re using or the fact it can be used in windy weather. But the real benefit for your customers is that they won’t get wet. Apple did this great when launching the iPod. They didn’t say “1gb of storage” but they said “1000 songs in your pocket”. To turn your features into benefits, ask yourself the question: why does this feature matter?

features versus benefits

Conversion tip from:

Gijs Wierda

Gijs Wierda

Conversion specialist

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So who comes up with these tips, anyway?

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.

Gijs Wierda

Gijs Wierda