Identifying and understanding your target audience is a must if you want to create offers that resonate with them. And the same holds true when designing a landing page.
Every element on a landing page ‘must’ be meant for your target customers – from the landing page copy to the call-to-actions, it needs to be about them if you want conversions.
So how do you put together a customer centric landing page?
Creating a customer centric landing page
By asking yourself 5 simple (yet not simple to execute) questions – we call it our landing page tips for more conversions:
1. Resolve common issues and concerns
The first and foremost thing to do for creating a customer centric landing page, is to address a common problem they face regularly in the industry.
Be it not being able to grow their email list, not getting enough people to open the newsletters they send or not being able to track their campaign results, addressing a problem right at the beginning of your landing page makes it instantly relatable.
For example, we use the headline: “Start converting abandoning visitors” on our landing page. It automatically resonates with ecommerce businesses because most of them face 60% of cart abandonment. For that matter it also addresses the problem of all those businesses who see a considerable amount of traffic coming to their website, but don’t see as many conversions.
Here are a few questions to help you get started:
- who is your target audience?
- what are the most common grievances they have spoken of on digital platforms?
- what are the challenges they are facing with the available technology?
2. Is your headline motivating enough?
The headline is also known as the ‘hero title’ – and there’s a reason behind it. It it the first statement that a prospective customer reads on the landing page. Basically, it determines whether or not the customer is going to read through the remaining page. Hence, it is important to create a headline that speaks of your business and is compelling at the same time.
The single most important objective of a landing page headline is to tell people what the business is all about. So remember to:
- clearly define your value proposition
- be as brief and to-the-point as possible
- keep the headline messaging in sync with the remaining copy
3. Does your headline look professional and reliable?
People literally judge your business in milliseconds after seeing your landing page. If it looks obsolete and aimlessly put together, you’re only going to come across as one thing – unreliable. So how do you not overwhelm your visitor? By:
- not promising unrealistic results
- avoiding the use of ‘too bright’ colours
- not including too much copy
4. What does your header image say about you?
More often than not, businesses resort to using stock images on their landing pages. Call it lack of time or lack of creative resources. Even though the practise isn’t really wrong, it is important to ensure that the image being used on a landing page is relatable – and that’s something stock images can hardly be. If you do plan on using a stock image, remember:
- aesthetics is not the only thing you need to keep in mind, the image needs to depict your business message in some way
- don’t use the most commonly sighted images on your landing page
- showing too many people faces, other than your own team’s takes away the ‘reality’ from the brand
5. Will your customers understand what awaits them?
Does your landing page clearly state what the customer should do and what they should expect from your business? Do they understand what they’re opting in for when completing the form you placed on the page?
Remember, it is important to add context to your copy. It needs to speak of how your business is going to help the customers or what they’re going to get after a sign up. Being crystal clear is the only way to convince the visitors to complete the desired action and convert. Here are a few things to consider:
- keep your headline and call-to-action in sync with your business message
- clearly list down all the steps post sign up (if any)
- ask only for information that is absolutely important for contacting your customers
- try to answer the common queries around your niche
- notify them of the autoresponder and follow up emails after signing up
6. Do you look any different from the other companies?
Today, there are hundreds of companies that offer the same product/service with minor changes to the same target audience. And if your landing page doesn’t show your unique value proposition (UVP), you’ll probably just become one of the many. Clearly stating what makes you different is as important as listing down the benefits of a product.
Reveal your value proposition in the first few seconds to avoid the customer thinking, ‘yet another’. But at the same time, avoid overhype. Claiming unrealistic results is never a good idea. To be customer centric, you need to be honest with them – at least, honest enough to make them understand what they can achieve from interacting with your business.
Understanding your target audience is the key
One of the most common mistakes businesses make while creating their campaigns and landing pages is, observing their target audience only from a distance. While it might give you an idea of what they’re looking for in general, this practice will never get you to the bottom of what makes them engage with brands.
That’s where qualitative research comes in. You need to spend some time studying your target audience – not just the general demographics, but also their preferences and purchase triggers. Wondering how you could understand what your customer is expecting? Here are a few ways to understand your prospective clients better:
- conduct frequent surveys to understand exactly what your target audience is looking for
- ask for feedback after converting your customers – on onboarding and their experience with the product/service
- encourage interaction via user testing
- conduct polls around popular topics in your industry
- talk to your customers and take down the concerns they state off hand
- interview industry experts to understand what has worked and what hasn’t in your domain
- get an expert’s opinion on your landing page
Ready to design your landing page? We suggest reading the 6 A/B tests you must absolutely run on your website first!