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.
How to Connect Features and ValuesWritten by Robert F. Abbott
"Buy this magazine or we'll shoot dog," went a memorable cover for satire magazine National Lampoon many years ago. On cover, along with threat, was picture of an attractive dog with large sad eyes - and a pistol pointed at its head!
Want a powerful way to make sure your message leaves an impression on people who receive it?
Talk about consequences that will occur as a result of following or not following your advice. That could be a carrot (good things will happen) or a stick (bad things will happen), depending on situation.
Consequences are outcome of a cause and effect sequence. If you do one thing, another thing will happen. Buy magazine and dog will be saved. Buying magazine is cause, and a reprieve for dog is effect.
There are several types of consequences, and we can leverage our communication strength by knowing and understanding different types.
Functional consequences refers to physical results. Use this shampoo and your hair will look beautiful. Buy this car and you'll get more miles per gallon.
Psychological consequences refer to intangible results, but still have a powerful effect. Consider life insurance: if you buy it you will never get a benefit from it, but your family will, and that gives you peace of mind.
Social consequences are third type, and refer to your standing with your peers or important others. Buy this wine and your friends will think you're a person of discerning taste and style.
Why are consequences important? In addition to obvious, consequences help us understand connection between features of a product or service and values that are (or are not) satisfied by using or consuming it.