The #1 Reason Landing Pages Fail

If you had to guess, you probably think the sales copy is to blame.

Wrong answer.

Maybe you’re thinking it’s the audience targeting.

Wrong again.

You know your customers. You know their pain points and their wants. With that, you have the formula for creating a winning funnel.

But the most overlooked and often ignored element of the funnel that literally kills conversion is the offer.

Here’s why…

Imagine someone following your sales funnel, they resonate with the pain point, they understand the logical flow of why your product/service is “right” for them.

They’ve moved from problem aware at the top of the funnel to becoming solution aware. They only need that extra push to commit to the call to action. This is where the right “offer” can seal the deal.

The offer has to match the level of awareness of your customer. Different customers convert at different stages of awareness. Some at the problem aware stage might want a downloadable pdf that explains the pain/problem and why they have that problem.

Solution aware customers may want to see a comparison chart of products and why yours is the best solution. So how do you trigger the right offer for the awareness stage?

Is Your Website Working As Hard As You Do?

The holy grail of any website is to generate leads and sales. It’s a waste when there’s a great hook in an ad but it doesn’t generate sales.

An insidious little gremlin lurks in the midst of the ad-to-landing page continuum that confounds visitors. The problem is that advertisers treat every visitor to their site the same…using the same words in their advertising for all visitor types. But visitors aren’t the same.

Visitors will have different levels of awareness about your product.

So why do your ads communicate the same thing?

If your target market is “problem aware” then ad messaging should focus on the problem and why it exists. The landing page should articulate the problem, why it exists and what solutions are available. You move people from problem aware to solution aware. They’re deeper in the sales funnel.

There also another element of the awareness stage. The visitors level of sophistication with problem and solution. You would scare visitors away if you used highly technical language they wouldn’t understand. Yet you wouldn’t use simple language to explain solutions to an expert.

Your advertising and landing must address both awareness and sophistication level of your customer.