Bad bad landing pages.

Why your spend on Adwords is high, and yet your conversions low.

FIRST, WHY CAN’T YOUR LANDING PAGE BE YOUR MAIN HOMEPAGE?

SO…HOW DO YOU MAKE BETTER LANDING PAGES?

  1. You tell him that ELSS is an instrument option available to him.
  2. You tell him that historically, ELSS is the instrument that has been preferred by most taxpayers out there. (You could even narrow it down further to “86% consumers invested in ELSS — sample size: men between the age of 22–30, living in metros”) → This provides social proof/validation
  3. You would then tell him of some historical data to show how ELSS investments help grow his invested capital → help him visualize wealth creation.
  4. You would show them why YOU are a preferred medium for him to make this investment → value of assets managed by your company, number of people who have chosen to invest via you, % growth your business has witnessed in terms of number of consumers and/or size of assets managed
  5. You showcase your credibility by citing media coverages and/or customer testimonials → remember, you are someone the prospect customer has probably little information on, but he would trust a brand that has received positive feedback, especially by media houses. Don’t just link to stories, highlight segments of the stories that will help underscore that trust and credibility.
  6. And finally, give them a way to make that transaction — either there itself or by connecting with someone from your team.
  • You do not talk about all the other things your business can do for him. You know there is something on his mind at the moment, and you should try your best to leverage that attention to help him convert to a transacting customer. Upselling can wait.
  • You do not leave him hanging. You do not ask him to do all the hard work of research etc on his own and then come to you and hand you their money. You need to make sure you are doing the heavy lifting for him.
  • You do not ask him to transact before you have addressed his concerns and questions he may be having. I have come across landing pages that ask for your contact details in the first fold itself. Don’t do that. You are simply wasting precious real estate. Why would a customer who is not yet sold on a concept make an action? I actually have come across a landing page that was an actual “sign-in” form. Really??

SO. WHAT IS THE FLOW?

IT IS MORE IMPORTANT THAN YOU THINK

That’s it for today, see you tomorrow!

--

--

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Abhishek Anand

Helping businesses grow 10x faster, and scale efficiently. Top Writer — Quora, Medium. Drop in a line if you’d like help with yours. mail@abyshake.com