A poorly formulated landing page will not sell. The lack of specificity (for example, combining different products in one sentence) will blur the visitor's attention - as a result, he will not be able to make a choice and will leave the site.
Follow the basic rule: a separate landing page for each product. The more specific the offer, the higher the chances of hitting the target. Call visitors to action in the most food and beverage email list understandable form (purchase button, clear form for ordering a free service, etc.).
No work with objections
The visitor can argue with any argument presented on the page. Doubts arise from a lack of information - hence the concern about an inflated price, complicated delivery, unsuitable product characteristics, questionable quality.
All these objections must be handled within the landing page, otherwise they will completely kill the client’s desire to urgently purchase the product.
Potential doubts and fears of a potential client should be identified as a result of the target audience analysis discussed above. Use this information as a basis for building content.
Meaningless design
You should avoid both inexpressive, template photographs taken from publicly available resources and not attracting attention, as well as bright creative ones that cause nothing but rejection.
Common Landing Page Mistakes
Source: shutterstock.com
Introduce only elements that are relevant to your product and that can lead the visitor in the right direction. Remove everything unnecessary.
As for photos, don't use free photo stocks as a source. Either show unique, hand-made photos of the product, or order them from a professional photographer.
One single element that drives action
The visitor will probably forget about the button located at the very beginning of the landing page. If the element is located at the very end of the page, there is a high probability that the potential client will never get to it.
Therefore, duplicate the button or form that encourages action in each semantic block. This way, these elements will remind about themselves every 2-3 landing page screens.
The button design itself should contain a call to action that matches the current content. Do not repeat the single word “Buy” every time. Instead, for example, complete the block dedicated to the unique qualities of the product with the phrase: “Learn more here.” And in the section with the cancellation of objections, write “Ask a specialist a question.” When you are sure that at this stage the visitor is ready to become a client, you can mark the button with the word “Buy” or “Order.”
In general, of all the means of calling to action, the button is the most effective. Therefore, use only it, avoiding all sorts of logos and social network icons. By clicking on any external links, the client may not return.