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Most people have no (or simply the slightest) idea how to write a landing page that converts. Instead, they slop together elements that they have seen used in other landing pages - but usually do not put them together in the same way the owner of the successful landing page did.
One major problem is copy. And that's fine. Not everyone is going to be an excellent writer -never mind a copywriter. But as someone selling a product or trying to build a list, it is important that you know your strengths and weaknesses - and that you either spend the time to overcome them or hire someone else to do it for you.
With copywriting, for instance, it is important to use a mix of compelling sales points with powerful psychological triggers. Most people who create a sales page miss either one or both of those elements.
For instance, they might concentrate so much on building hype that they don't actually explain what solution they are providing - and for whom they are providing it. If I don't have a specific problem that your product solves, why would I buy it? I wouldn't.
Now, if they fail to sprinkle in psychological triggers, such as “scientifically proven,”
“guaranteed,” and “shocking,” no one will feel compelled to continue reading, as the benefits will have a low or average perceived value.
In addition to these two problems, some sales pages lack coherency and direction. The copy looks amateurish and it doesn't slowly grind forward, breaking down the visitor's resistance to the sale - and compelling him or her to buy more and more at each sales point.
Additionally, if there aren't multiple calls to action - another form of psychological trigger - then a potential visitor might never feel compelled enough to pull out his or her credit card on the spot and make the purchase.
In addition to careful copywriting, there are other important things you must take into consideration when writing a landing page that converts. For instance, it is important to build a compelling case for a time-bound offer.
Now, this doesn't mean you have to invent fake deadlines and constantly revise them each week. This is a good way to guarantee your complete loss of credibility in the shortest amount of time possible.
However, when planning your copy, you will want to make sure that you constantly urge the reader to act immediately by inserting a number of “calls to action,” as I've mentioned previously.
You may want to consider using fly-ins or pop-ups to create more urgency - or to make a time-bound offer. Perhaps you can use a countdown to build urgency (i.e., when someone arrives at your landing page, they have five minutes to purchase the product at the lowest price).