Bootstrapping tips for your small business
You have a good idea - turn it into a great business. Bootstrap your small business!
When you’re setting up a business, one of the things that keeps you up at night are ways to get your customer to your doorstep. Although crafting a strategy that will get visitors to your website is crucially important, you should dedicate as much if not more time to figuring out what happens afterwards: how are your visitors behaving once they get there? Are they doing what you want them to do? Are they spending enough time on your website or are they taking one glance and then walking out the door? It all depends on how you’ve put your landing page together and trust us: every single detail counts. Here are our tips on crafting a customer-friendly landing page experience:
Craft catchy headlines.
Some would argue that the most important part of a journey is the first step. When we are trying to appeal to an easily-distracted audience, a catchy headline is our best (and sometimes only) chance to get their attention. Crafting the perfect headline is tricky, but with a little intuition and a headline analyser such as this one (=https://coschedule.com/headline-analyzer), you can figure it out easily.
Tell your users exactly what you want them to do with a clear-as-day call to action.
You hear it everywhere and with good reason: attention spans are ridiculously short nowadays, and you’ve only got a very limited amount of time to speak to your visitor. Don’t waste it by telling a long-winded story: cut straight to the point. Do you want them to buy something? Do you want them to create an account or subscribe to your newsletter? Τhis is not the place to be long-winded and poetic: just let them know as clearly as possible. Feeling stuck? Here are some examples that have been known to work, courtesy of Marketo (http://blog.marketo.com/2014/02/6-must-have-website-calls-to-action-that-are-sure-to-convert.html).
Tell them why your product is going to be beneficial for them in as few words as possible.
This is your “elevator pitch.” Refine it as much as possible. It’s not that your audience’s reading comprehension skills are lacking – it’s that they’re being pulled in multiple directions simultaneously and they are not connected to your product in the same way as you. That’s perfectly fine. Practice humility and spend what little time you’ve got with them not by insisting on how amazing you are, but by explaining to them exactly how what you have to offer will make their lives a tiny bit better.
Oh, and let the truth set you free: make reviews visible – all kinds of reviews.
They keep your visitors on your website for longer and they breed trust. Yes, even the negative ones. Sometimes, especially the negative ones – showing that you are allowing them on your page is great proof of honesty and transparency which research has repeatedly shown works.
Test. Learn. Repeat.
Always know you can do better. Use tools and A/B testing to figure out what works and what needs to be changed. What kinds of copies, visual hierarchies and design elements work best? Is it better to showcase your products on their own or in action? There is no one-size-fits-all approach. Figure out yours. Here are some tools you can use to do that:
Pingdom tests your website speed and Unbounce is a tool that helps you quickly develop and deploy landing pages. Most importantly: it’s easy enough that you don’t need a dedicated developer or coding.
When it comes to testing, Mixpanel helps you follow the digital footprint of every user across mobile and web devices and Clicktale offers path analytics, conversion analytics, psychological analytics and heatmaps.
If you’re on a tight budget, however, good old Google Analytics is here to help. Friendly to the user, no-frills data analysis and best of all: it’s free!
As with everything, there’s no magical solution to optimising a landing page. It’s all about figuring out what works best for you and putting your heart and dedication into it: as with everything else you’re already doing in your business!