Where To Start When You Know Your Landing Pages Aren’t Cutting It

Back in the day, I was working with a software company that sold real-estate productivity software package called “Realtor-Pro.”

By early 2006, our most successful call to action at this point was “Call Us,” with over 70% of our revenue was done through an inbound phone call, and only 30% was done online annually.

By year-end 2006, online sales conversions were up 110%, and with compounding factors of additional site traffic and a new product release getting some press, revenue was up 250%.

The Problem: What Should Be On Our Landing Pages?

We needed at least a decent baseline landing page design from which to improve our direct online conversions! What out of the 50 key features and benefits we could put on our conversion page page to compel customers to proceed.

The Solution: Survey Recent Customers!

We called 100 customers who had recently purchased by finding us on the web, but required an in-person demo or phone call to complete a transaction.

1. We found out that the top 5 feature needs of over 80% of customers surveyed were the same, and only 3 were on our landing page. The simple question was “Can you recall what product features sealed the deal for you; what got you excited to buy RealtorPro?”

2. We found out that initial trust was low, and most customers were calling us with a “trial objection:” how many people work there, how long have you been in business? will you really honor this unlimited satisfaction guarantee?” Using testimonials to back-up those key objections and making the Better Business Bureau online symbol more prominently placed, we were able to see a 30% lift immediately.

Lessons Learned:

If you are in e-commerce, there are a few things that are actually happening.. marketers don’t talk about it much, but it’s just like a personal sales person.

1. Take A Walk In Their Shoes. Does your site answer these questions: