June 19, 2019
This article is going to be a short one. The book “Make Websites Win heavily influenced this article”. Honestly, this is one of the best books you can read if you want to optimise your digital products.
We’ve got to change our thinking when designing websites and landing pages that we want users to convert. When creating landing pages, we should think of all the objections a user will have with our product. Then you need to design your pages so that they can counter those objections.
Think about that for a second.
If users don’t know what your product does, why would they buy it? The page needs to explain what it does clearly. A simple five-second user test will help validate if users know what your product is.
If users know what your product does, but don’t think they need it, then, why would they buy it? So you need to explain the benefits of it. Try to showcase both the features and how they benefit the user.
If users are not convinced it will do what it says, why would they buy it? So you need to add proof, you can do this by showing testimonials or money back guarantees.
If users think it is too expensive, why would they buy it? So you need to justify the price and communicate to them that it is not costly.
If users don’t trust your company, why would they buy it? So you need to show evidence that the company is trustworthy. Positive reviews and mentions of your company online will help instil trust.
If users are going to go away and think about it, why would they buy it? So you need to provide reasons why they should act now. Give them so free content that will help persuade them, maybe offer deals that are too good to refuse.
Next time you want a page to convert more users, try thinking about the objections a user will have and design to counter those objections.
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