5 Things You Need to Build a Landing Page That Converts at 6%

Hello, my name is Ash, and I'm going to break down today the 5 reasons of how you can get your landing page to convert at over 6%. And I'm going to basically be showing you a real-world case study that we've done. So a landing page that we built for one of our clients, I'm going to break it down section by section and how you can model it for your own store. So if you're ready, let's dive in. So the first section is the hero section. And what is the hero section? Well, it's the first section that somebody's going to land on when they come to your landing page. And for Ro Nutrition, who's one of our clients, this is the first section on their page. And some quick tips about how you can make this really, really convert well for your store is to make sure that all the most important elements, which is your headline, your benefits, your CTA button, your guarantee, your social proof, making sure that all of these— so I'm going to circle them here— all of these are above the fold. And what that means is making sure that when you boot up your website or your landing page on your phone, that these elements are not getting cut off, are, you know, making sure that they're all visible straight away without me having to like scroll down to read them. So that's the most important thing straight away. The second thing is actually seeing what your headline and your benefits are actually saying. We want to have a really, really catchy headline, um, similar to kind of what you're actually saying on your ads. So there should be some congruence between what your ad is saying and what your headline is saying. Your headline on your landing page should also hook people in. So it shouldn't be a boring headline. It needs to be hooking people in, painting the picture of the end desire that your customer wants. So in this case, people who are shopping for Ro, they want a more powerful inflammation fighter. And so we're breaking down then that headline into 3 different bullet points to kind of back it up. So we're also showing a guarantee in here as well, builds trust. And the most important thing as well that we're doing here to build trust is actually showing social proof. So showing that actually other customers have shopped from Roe before so that they don't feel like they're the first one shopping from this brand. So that's number one in importance is your hero section. Number two in importance is your images. Images are really, really powerful. So many brands I see come to me and they want me to improve their conversion rate and they come to me with, you know, let's say beautiful branding and they've got, you know, nice enough websites, but they tell me, hey, I want to take it to the next level. I want to build out a really, really fancy landing page and have all of this messaging and a great offer and everything. And they show me their photos of their product and the photos of their product are, you know, products in a white background. They look like they've been 3D rendered. They look like stock photos. They don't have any, you know, user-generated content, no lifestyle shots. When you think about it, if you even remember the shopping experiences that you have when you go on to Amazon or when you go even to like a physical store, we shop with our eyes and you can see some of the photos they're using. These are beautiful shots that we have, lifestyle shots here showing how the product is being used. We got shots you know, with a hand holding it so that people can get a size reference. Um, more lifestyle shots down here. Um, just very aesthetic, you know, before they only used to have these like 3D, um, product renders over here. And of course that really, really limited the conversion rate and how they were going to scale. So you can, you can see the difference just by having some beautiful photography photos in here showing the product in use with some people in the background that fit. The audience that you're actually targeting, the whole thing ties together. And of course, your conversion rates will, will see an uplift. So the next most important section, number 3, is your order form. So this is the order form. So this is basically the final hurdle for them to convert into being an actual customer. And so you want to make sure that every single piece of information here that you're putting in is being strategic. You don't want to have anything that may raise a question with someone or may signal that, you know, a lack of trust, you want to make sure that you're reinforcing trust in the customer, calling out your guarantee, calling out, you know, the social proof, how many people have shopped with you, calling out how much they're actually saving, you know, so people feel, and this is the important word, feel that they're actually getting a good deal here. You want to create that feeling inside of people because we're emotional creatures at the end of the day, though not many people want to admit that. We all want to admit that we're robots and we're, we're, you know, we're very strategic in our decisions of rational. At the end of the day, we are all very emotional. We just rationalize the emotional decisions that we've made to ourselves, which is kind of funny, but I'm a cool part of psychology. So let's say people are ready to purchase this product. What we want to be doing is just giving them another push to make that purchase. Now, that's the difference here between a store that doesn't convert too well versus a store that really does convert well, is it gives people reasons to say yes now. So that's what we're doing here. We're calling out the savings, we're calling out the guarantee, we're calling out social proof. So the fourth factor in getting a landing page to convert at over 6% is dialing in your FAQs. So your FAQ section is very, very important. And most people don't realize this because everyone thinks, well, FAQs are buried all the way at the bottom of the page. Who would read them? But the thing is, the people who do read them are often high-intent customers. So those are people who scroll down all the way down to the page, but they still have a few objections in their mind, like, How long is it going to take to ship? And, you know, does the product work in this way? Do I— how long does it take to actually get the results I'm looking for? They have these final questions that they're still looking for the answer to, and then they're ready to purchase. So that's why the FAQs are so important, because it's basically having like an automated salesman right there at the bottom of your page, you know, just saying the final bits of information to get people over the fence to actually convert. And so every single one that we've added here is being strategic. You can kind of read about them here. You know, we're going through some things like, you know, how does it actually help support an information response? You know, why does it contain X? You know, is it third-party tested? What does it actually taste like? Things like this, you can imagine, are common customer questions that Row gets answered. And by putting it here and alleviating people, you know, giving people the information that they need, is they're going to go into that purchase with a lot more confidence. And so that's the power of FAQs when done right. So the final part of making a landing page convert over 6% is having a strong guarantee. So the reason why guarantees are so powerful is because it eliminates all the risk or perceived risk that people have when they go to purchase. Let's say that you were coming to me and let's say I was to sell you my AirPods and you might say to me, okay, yeah, I'd love to have AirPods. How much are you going to sell them to me? And I was like, I'll sell them to you for, I don't know, $50. You might be like, hmm, $50 is a lot of money. And then I said to you, well, you know what, you can have them today and try them out for 3 months. And if you don't like them or there's any fault or anything like that, I'll give you your money back, full refund. And you might be like, okay, you know what, this guy seems confident, seems like a pretty damn good deal, and you'll take them. So I know it's kind of a strange example, but I'm trying to kind of communicate the fact of how you can turn someone from being like, hmm, I don't want to part with this money because what if the product doesn't do what it says to do, to turn them into, okay, you know what, I guess I can try it and there's no real risk to me. That's what a guarantee does. It eliminates the risk, the perceived risk that people have when they're about to purchase. So if you think about a company that does this really well, it's Amazon. Amazon are quite renowned for the amazing customer service that they have, because if you complain, you know, about any aspect of the product, they're very quick to issue a refund because they know how important it is to eliminate the perceived risk when people shop from them. And that's why so many people shop from Amazon. It's not because of just because of the convenience and everything like that. It's because they feel, they feel comfortable shopping from Amazon because they don't feel that their money's at risk. Even if something did go wrong, even if a product if they didn't work, that Amazon would refund them. What Roar are doing is they're giving people a 60-day guarantee. So they're giving people pretty much 2 months to try out the product, and if they don't like it or they don't feel it's worth the money, they can ask for a refund. So to kind of summarize this video and break it down, the things you need to focus on is practically, number 1, making sure that the most important elements in your hero section are above the fold. Number 2, when it comes to your images, just making sure that you can upgrade your images, even if it's you taking some, you know, iPhone photos of your images for now and better lighting and showing them being used and, you know, in the right environment, that would be better than just 3D render photos on its own. So that's something that you could do practically. The third thing is the order form. So we talked about that. So what you can do there is just making sure that the information that you're putting in the order form is giving people more reasons to say yes rather than reasons to say no. Okay. So you can look at adding in guarantees, adding in social proof, how many customers have shopped from you and making it easy for them to convert by having a big fat juicy checkout button in there as well. And the next thing that we talked about is FAQs. So for this, just look at the customers, you know, that you've, that you've already serviced and look at some of the questions that they may be asking before they purchase from you. Or if you don't have any customers yet, look at some of your competitors, look at the FAQs that they're putting out and see how you can draw inspiration from them. And the final thing is we talked about a guarantee. So for the guarantee, just think to yourself, well, if I was a customer and I were to buy the product that I'm about to sell, what guarantee would put my mind at ease? Would it be 30 days? Is it 15 days? Is it 60 days? Is it 90 days? Or whatever other form you want to structure it in. But having a guarantee in there, I think, is really, really important. So take some action today. Let me know how you get on.