TV’s Mad Men isn’t just about beautiful women, cigarette smoke and whiskey – it’s also peppered with inspirational words from advertising guru Don Draper. So with that being said, here’s 5 Draper quotes that could easily be applied to landing page optimization:
1. “When a man walks into a room, he brings his whole life with him. He has a million reasons for being anywhere. Just ask him.”
When it comes to conversion marketing, recognizing the outside ‘baggage’ that your visitor brings with him – the questions, the doubt, the real-world reasons for clicking your page, etc – is absolutely key to ensuring a healthy click-through-rate. Your job is to anticipate these real-world concerns and do everything you can to accommodate/or challenge them. Time for some landing page optimization!
- You need to verify the visitor’s reason for clicking your page, and then convince him that your page is worth sticking with – all the while validating their decision to purchase your product in relation to their real-world requirements. Here’s a good place to start.
2. “People want to be told what to do so badly that they’ll listen to anyone.”
This is definitely true of first-time landing page visitors. In fact, it’s probably true of any customer who wants to make the “right” purchasing decision – which, in other words, means not making the “wrong” purchasing decision. Buyers are so afraid of getting it wrong that they look for anyone who will validate their decision to purchase.
In marketing terms, this is what’s known as social proof and relies on the concept that people will conform to the actions of others, under the assumption that those actions are reflective of correct behavior. It’s a mentality; if other people are purchasing it – and people trust other people – then that validates the individuals decision to purchase.
- Positive customer feedback and testimonials are a great tool for establishing trust, and giving landing page visitors the reassurance needed to confidently go ahead and complete their purchase.
3. “People tell you who they are, but we ignore it because we want them to be who we want them to be.”
What Draper is warning us here, is that it’s all too easy to tackle our customers as a single audience who simply want to buy our products and services – and nothing more – because that’s all we ever need them to be. The problem, of course, is that no two customers are exactly alike. Now for another landing page optimization nugget of gold.
- Splitting your traffic on the basis of known visitor demographics/metrics and then serving each of these traffic ‘segments’ a different version of your page (optimized based on information regarding who these people are and what they are looking for) is your best solution to this problem. It’s all about engaging your target customers on a granular level, as opposed to marketing to everyone in the exact same way.
4. “Technology is a glittering lure. But there’s the rare occasion when the public can be engaged on a level beyond flash, if they have a sentimental bond with the product.”
It takes more than a flashy picture of your product to engage your customers. Sure, it will get a few of them quickly salivating but that’s no substitute for establishing a bond between the two- demonstrating how your product is essential to their everyday lives.
- Landing page imagery can be used to build a narrative that’s based around your product or service, one that prompts an emotive response, so that visitors are able to recognize your product uses in a way that resonates personally. The best way to accomplish this is to include people in your landing page images – this makes it a lot easier for potential customers to connect with what you are selling.
5. “The day you sign a client is the day you start losing one.”
When it comes to lead generation, your only successes are those which equate to monetary success – in other words, leads which become sales. Otherwise your entire marketing efforts are fruitless. Just because a potential customer fills out your form and submits their personal information online, it doesn’t necessarily make that person a viable customer. You need to engage that person while their interest is peaked to ensure a purchase.
- Call tracking is an excellent way of engaging page visitors straightaway. It allows customers to get in touch and speak directly with salespeople who can help accommodate queries and requests that would otherwise go unattended on a landing page.
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