A Landing Page Is Not An Order Page (And Why It Matters)Written by Leon Altman
To explain my point I need to first confuse issue a bit (you’ll see why): While a landing page is not an order page, it can, and in many cases should, contain order form.So what is difference? Is this just a question of semantics? Actually, there is a big difference and it can have a big effect on your conversion rate. Generally, order page is another page on your website. As such, it will have links to other parts of your site. Since someone who comes to order or signup page often comes from other parts of your site, and has looked at descriptions of your products and service, you can assume they are ready to buy or sign up. When that is case, there is little need to go into much sell, if any, before getting to form prospects need to fill out. Prospects who come to your site after seeing your marketing communications, online or offline, are in a different mindset. Generally, they are not prepared to buy or sign up yet. They need a landing page that includes some sell before seeing order form. Confronting this prospect with order form or signup form too early, before they feel prepared, can seem presumptuous and you can easily lose this prospect. How much sell is needed depends on communications prospects came from. A short ad or text link dictates longer sell than a lengthy article or direct mail letter. Another factor in how much sell/information copy is needed before asking for order is complexity of your product or offer. Say prospect came from a longer marketing communications piece, either an article or a direct mail letter. While this prospect has more information than one who comes from a short ad, there still needs to be some sell, even if it is to just quickly reiterate benefits and make prospect feel smart for coming to landing page and taking advantage of your offer.
| | A Landing Page is Not an Order Page (and why it matters)Written by Leon Altman
To explain my point I need to first confuse issue a bit (you’ll see why): While a landing page is not an order page, it can, and in many cases should, contain order form. So what is difference? Is this just a question of semantics? Actually, there is a big difference and it can have a big effect on your conversion rate. Generally, order page is another page on your website. As such, it will have links to other parts of your site. Since someone who comes to order or signup page often comes from other parts of your site, and has looked at descriptions of your products and service, you can assume they are ready to buy or sign up. When that is case, there is little need to go into much sell, if any, before getting to form prospects need to fill out. Prospects who come to your site after seeing your marketing communications, online or offline, are in a different mindset. Generally, they are not prepared to buy or sign up yet. They need a landing page that includes some sell before seeing order form. Confronting this prospect with order form or signup form too early, before they feel prepared, can seem presumptuous and you can easily lose this prospect. How much sell is needed depends on communications prospects came from. A short ad or text link dictates longer sell than a lengthy article or direct mail letter. Another factor in how much sell/information copy is needed before asking for order is complexity of your product or offer. Say prospect came from a longer marketing communications piece, either an article or a direct mail letter. While this prospect has more information than one who comes from a short ad, there still needs to be some sell, even if it is to just quickly reiterate benefits and make prospect feel smart for coming to landing page and taking advantage of your offer.
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