This is a question that was posted on LinkedIn:
Will you make a purchase from a stand-alone Landing Page that you’re visiting for the first time?
To elaborate, lets take a sample scenario. You’re surfing around, looking for some particular service vendor (products are much easier to sell online, I believe). You click on a sponsored result, and come to a page – a stand-alone landing page that lists their package offerings, with a call-to-action to buy. Lets assume that the page is of decent quality, and you are kind of inclining towards these guys.
Signing up for a newsletter, filling out a form – a typical visitor would probably do that. But would you actually spend money and buy something from this page? What would impress you enough to go “wow” and immediately start subscribing to their services?
Here is my answer.
Personally, I look for the feeling of safety when I buy, which is made up of several components:
- The identity of the seller must be clear, preferably verifiable, and there must be a way to communicate with him/her offline
- There must be conditions under which I can get my money back and a clear method of doing that. If a third party is involved (like Clickbank or PayPal), that’s even better, because I will feel protected
- It must be absolutely clear what I am buying through the content, the images, any videos, testimonials and so on. For some things, the only thing that will make me buy is a demo, but screen captures come pretty close in most cases
- The testimonials must appear to be from real people, who have gotten actual value out of the product/service and who describe their personal experience in sufficient detail to inspire my trust. Any website link and the testimonial is disqualified as biased. People who have just finished a workshop have not done anything with their new knowledge, so they are heavily discounted. Real, personal, raw life experience = trust
- The way things are laid out and the style/tone of the text give me a feeling. If the writer is confident, I will buy. If the writer tries to sell too hard, I will not buy. Good things are easy to sell, because their value is readily apparent. If the seller is not convinced he/she can sell without an effort, there must be something wrong with their offer
- I HATE pop-ups. If anything pops up, that’s the end for me
Although the question was about standalone sales pages, my answer is just as relevant for anything you do online. Tricks don’t work! At least, they don’t work for long. Search engines, social networking engines and website visitors are quick to learn and will always find out the frauds.
The more real value you provide, the easier it will be to present it. Your feelings about your product, your service, your company and yourself as a person shine through your website pages and you can’t fake them.
As a life coach, I believe deeply that the world is our reflection and that by working on our inner peace will give us better results than trying to manipulate anybody or anything else. It’s the same when trying to sell something online. Love your product with all your heart. Truly feel you would buy it yourself and the sales will follow.
This is why I am an ethical Internet marketer.
Happy online business,