Sell more!
Leading a customer to your website is just the beginning. You need to convert traffic into customers by convincing them that your company will provide the best products and services for them.
You can lead your potential clients to 3 different types of pages: main page, target page on your website or landing page. To show the difference between these approaches we created a small table for you.
The use of different types of pages for advertising
|
Indicator |
Main website page |
Target page on the website |
Landing page |
|
Motivation |
Hard to define, can have several |
Exact motivation |
Exact motivation |
|
Monetization elements (chat, forms, phone number, etc.) |
Rare, not clear |
Present |
Always present, well highlighted |
|
Used for |
Branding, mass users engagement |
Extended information and persuasion of the client |
Short and concise leading of the client to the conversion action |
|
Risks |
Fewer conversion actions, a high bounce rate of the traffic |
Low level of monetization, the complexity of quality design |
The risk of losing customers due to a single motivation or product |
|
Advantages |
Familiarizing the client with full range of products/services of the enterprise |
Qualitative familiarizing of the client with the target information |
Less information, more images, videos, graphics with emotions to convince potential client |
The main website page is often used to spread information about the business in general, to provide a set of information and advertising messages that can potentially interest the client. It is mainly used for brand awareness or when it’s difficult to determine the motivation to buy products or services. In this case, we show our potential customers the different options and appropriate target pages.
Attracting customers to the website target page allows you to convince them with a clearly defined motivation. The client can visit additional pages of the website from the target page and get more information than on the landing page. It allows you to better reveal the topic. On the other hand, in the aspect of persuasion, a large amount of information may hinder the implementation of the conversion action.
A landing page (one-page website) often leads the client to a set of information and advertising messages that take into account one motivation for buying, succinctly and purposefully indicate their satisfaction, and do not allow the client to be distracted by interface elements or other pages. In most cases, they contain a lot of diverse information about the customer's needs, which on the one hand increases the chances of clearly hitting the customer's problem, and on the other hand, provides too little information about its solution. The landing pages can be divided into 2 types:
- a page that focuses on the sale of a particular product;
- a page that is focused on meeting a specific need.
To understand which type of landing page you need to use – look at the search terms that your clients use in Google. If they are searching for water purification – they want to solve the problem, if they are looking for industrial cables – they want to buy the products.
