Staring a new business is never easy, especially when you want to introduce a product or service that is already on the market. People are creatures of habit and will ordinarily stick with what they know.
This makes it hard to change their minds and make them consider your product. It doesn’t matter if your product or service is superior, people tend to gravitate towards what they know. Your job is to make your service or product known.
We live in a world that is connected and information is available at the tips of your fingers. So, you should consider using a landing page to validate your business or product.
So why use landing pages?
When you start out with your idea, you have a pretty good idea about who your target audience would be, but you could always use more info.
Back in the day, before a company would launch a new product or service, they would send out physical surveys or questionnaires. This process has become semi redundant and much more information can be gathered from your potential client base without them really being aware.
Online analytics has changed the data collecting landscape and one can deduce many things from the way people navigate a website. The lower your bounce rate on the landing page, the more time they spend on researching your product and the more informed they become.
You also don’t need a large team of people who you need to pay to gather your data. All you need is a simple landing page that highlights your service, product or idea. You can make use of already existing templates to get you going and if you cannot decide on one particular design. You could always launch more than one page.
How to go about designing your page
In the world of marketing, less is definitely more. People are bombarded with all kinds of ads and other information throughout the day.
When they scroll through their feeds and websites, they don’t spend too much time unless something catches their eye. Your job then is to condense your idea into something that can get the message across in a couple of seconds.
People need to know what you offer, what the benefits of your product are and how it works and all of this needs to be accomplished in the space of 20 seconds or less.
This is why you need to refine your idea to the bone and take away anything that might eat up time. That means reducing the text, speaking in plain, easy to understand terms and making it visual.
Once you have your idea refined, you can start thinking about the design of your landing page. This is something that you should spend some time in investing. If you aren’t a professional designer, don’t fret.
There are many custom templates that you can browse through that you can populate. Most web-publishing services nowadays have amazing tutorials that you can follow to get all your elements embedded into the landing page.
Having a simple and creative logo will go a long way to getting the attention of your audience. This is especially helpful when it is the logo you intend on using and building your product’s identity.
When it comes to the colors of your page, do some research and see what the popular colors are at the moment. Design styles change all the time and you should keep in step with current trends.
Build your first three to four pages
When your idea is refined and you can sell your story in the least amount of time, you are ready to make the first landing page. Be sure to install Google Analytics or any other tool that will help you track the traffic on your pages. It will provide you with a pool of data that you can use to refine your page as you go along.
Your first page is the most important as it is the face of your product and people will either go to something else or they will linger and explore a bit further.
On this page, you should explain the basics of your product or idea and how it works. List some of the features and benefits of the product and add a call-to-action section so that you can gather some vital feedback from your clients.
You need not add anything about the costs on the first page as this could serve the basis of the second page. Here you can add the pricing details of your product and what they will get.
Have a couple of options available at the ready and track which ones will pay the most. You’ll get a pretty clear idea of who your customers are and what they are willing to pay for your service.
The last page serves as a pre-launch message page. When a potential client clicks on one of the pricing options, they should be directed to one that tells them that the product is not completely ready yet.
To avoid them being deterred, you could tell them that a special offer is around the corner for them. Her they can also provide you with an email address.
Start getting the word out
There is so much information out there today, your page could easily get lost in the sea of new pages that get published every minute. There are around 380 new websites that are created every minute and you need some help to get the word out.
This is the first time where you will actually have to fork out a bit of cash for paid ads. Facebook Ads and Google AdWords are two of the most popular services and will get the message out the fastest.
Try and use 3 or 4-word strings to narrow down the serious customers. When people are looking for something specific, they will search for something specific and use specific terms.
When you use longer key word strings, you cut out the people who only search for generic terms. If you only use single or double-word keywords, you will be flooded with traffic that doesn’t necessarily mean anything.
Don’t be too hasty to cut your data collection process and validating your product. You should try and run the landing page for at least a couple of weeks to get enough information form the people who visit your site. If you see that no one is opting to buy your product, then you need to refine and go back to the planning phase.
Conclusion: It’s all in the data
Landing pages are amazing at setting the tone and validating your product. It is an excellent tool for checking whether you are on the right track or not. The data from the pages don’t lie. When people visit your site, they will guide your strategy.
If you have a low conversion rate of browsers to buyers, you will see where your shortcomings are and how you can improve or guide your service. This is a continual process and spending time on it each day will give you great insights as to the validity of your product.
About the Author!
Sandra Dufrene is a freelance writer and an editor at https://topamericanwriters.com/. She has a keen interest in photography and dedicates all her free time to it. Sandra has extensive knowledge in different fields such as marketing, education, and blogging. Do not hesitate to contact her on Twitter.