Surely you have repeatedly encountered a lot of landings and tired of their aggressive behavior.Do not have time to read the headline from you immediately begin to demand contacts. And if initially such a technique still gave more or less good results, then every day it is increasingly becoming ineffective.
Visualization of typical aggression from most "landing pages"
To understand the reasons for the deterioration of conversions with this approach, you need to go back a little bit and understand where these forms came from in the first place.
And it all happened quite naturally. Most sites offered quite complex communication interfaces, requiring a lot of preparation and patience from users. Finally, the evolution of interfaces reduced everything to a simple form: the name and phone number (or even just a phone number), by filling out which users solved the problem of communication on the site and then they are handled by the manager in telephone mode.
The apparent simplification of the interfaces had a positive effect on conversions, and like all good things, it quickly spread across the internet becoming a ubiquitous trend.
And everything would be fine, but the natural desire of people to get more began to play a cruel joke with a simple form of contact. So promotions, super offers, discounts and timers appeared, limiting the effect of all of the above and pointing to the only correct action – fill out the form
In most cases, this is where the talent of the bulk of landingspajmaker ends, from which we have thousands of "landing" made by copy, differing only in size discount or time of action contrived action.
So what’s the big deal?
I already wrote in detail about the problem of template solutions that do not take into account the needs of the target audience in my previous article : A Landing Page for everyone. The Hurtful and I recommend it to be read before you continue reading this article and even more so – trying to implement the technique described below. Because applying even very good solutions to bad frontends will not give a significant improvement in conversions.
So, as interfaces evolved, people came up with a simple request form that gave more conversion than previous known solutions. Developers started applying this technology en masse and improving conversion with artificial stimulants, gradually shifting the focus of attention from content to the targeted action. At some point this shift finally displaced the content, leaving only the focus on the targeted action. That’s what I consider the tipping point.
If we make an analogy from real life, now the process of getting to know a girl looks something like this :
"Hi. Sleep with me! My offer is limited. Only 2 girls a day. Look how beautifully I’m dressed. I’m very technical. Don’t waste my time. Sleep with me!"
Obviously, this dialogue is absurd and the guy would definitely get at least a slap on the wrist. So what makes you so sure that most of the lendings that work exactly the same way should be effective?
By demanding contacts without prior acquaintance we only irritate the visitor. And still, such solutions work well only for ball-hungry discount seekers and customers who are really on fire. The latter usually do not care about all the other stuff and they will buy, even if your phone number will have to search for whois domain. But they are few and far between.
Anticipating the exclamation "But it works!", I want to remind that the conversion is not only numbers in the analytics. It’s easy to say in the portfolio after the next submitted lead, "We achieved 40% conversion here". And how many of them became real customers? And how many will come back? And how many businesses lost money, giving left and right discounts and gifts? This is usually kept quiet.
The Magic Pill
I’ll tell you right off the bat, there is no such thing as a magic pill, and you still have to think with your head.
During long experiments we came to the conclusion that before asking a person to perform an action we need to talk to him. In the context of the interface, the well-known wizards do an excellent job with this task.
Thus, on the travel agency website when a user clicks on the button "Learn about the current prices" he sees not a form for entering a phone number, but a "virtual consultant" who asks him several clarifying questions: When do you want to fly? For how many nights? Who will go?
And only after getting answers to these questions does he offer to leave contact information, explaining what happens next.
This approach, together with the content-oriented content of the banding gives significantly better results, without causing a sense of aggression. And there’s an explanation for that.
People, even wanting a product or service, are mostly pretty inert and are in no hurry to leave their contacts. Not everyone likes to talk on the phone, not everyone has time, not everyone knows what they want. They use the Internet to solve their questions and it’s only natural to meet their needs first and only then ask for contact information.
It’s the solution to the needs that the master does (naturally in conjunction with the rest of the content of the landing page). By asking the right questions, we help people to specify their intentions and thus push them to perform the target action.
In addition to specifying intent, this approach also works on an emotional level, disposing the client to empathy and trust.
In one way or another, this solution is applicable to most niches and is used by us in such areas as "tourist services", "plastic windows", "plastic pipes" and a number of others.
The described example with the wizard in the popup is only one of the possible interface solutions and it doesn’t have to be the only one. It is important to capture the value of the approach: to help the person to specify his intentions and evoke a sense of trust.
For example, when designing our plastic pipe branding, we identified the intent to get a product price list as the key action. Whereas all the competitors immediately demanded contacts when trying to get the pricelist, we went further and satisfied the need of the visitors by sending them to a page where you can immediately download the necessary price lists. On this page, along with the price lists placed a special request form, but as expected, the conversion on it was quite low, which can not be said about the downloads of price lists.
The magic was different. The number of calls after downloading the price lists went up dramatically compared to the previous version of the interface, and their quality has increased significantly. Previously, a manager had to communicate with the customer for a long time and then to send him the price list, but in this case, the communication was more constructive. Thus we reduced the load on the call center and increased the overall conversion denominator. Although not in a traditional way.
The described interface solution is only a tool and needs to be treated with care. I’m not appealing to the widespread use of wizards and similar solutions wherever and whenever, but only pointing out that in addition to the hard and ignoring the needs of visitors, demanding immediately leave contacts there are other, softer and more effective solutions.
Stop making clones. Learn to think about your visitors and finally solve their problems. And in gratitude they will definitely perform your target action, and when they call the manager – meet his call with a smile, and not a demand to immediately and at all costs to bring them a gift of this gorgeous "hamster", which they were so generously promised on the landing.