Maximize the cold iron fist of your landing pages by tackling problems one at a time.
The ever pressing problems which we incur may be persistent… but ought not to be perplexing on how to solve. Consider for example the need to boost conversions on a landing page. Let’s take one step at a time and break down such a broad topic.
There are a few elements affecting your landing page and conversion success: the core, catalysts, and inhibitors. Today we will go over what these elements are all about, how to amplify the pro-conversion effects, and how to get rid of conversion disruptors; all with a simple yet powerful tool, called LIFT.
Introduced in 2009 by Chris Goward, LIFT stands for Landing Page Influence Function for Tests. The framework encompasses 6 conversion factors: Value proposition, Relevance, Clarity, Urgency, Distraction, and Anxiety. Understanding these will help ease the burden of correcting the persistent problem of poor landings.
1. Value proposition—that’s the “fuselage” of your landing page. Every offer has some mixture of intrinsic and perceived value, your job is to let it be known in a clear and concise way. Once the user is redirected to your page, the cost is incurred, which can be time, info sharing, or just clicking on things. Make sure to reward the efforts, or the user will just leave. The other 5 factors are modifiers that can either facilitate or hinder your conversions, but the value proposition is what shapes the core of your conversion funnel. So highlight your product value with large fonts, bold text, witty headline, or contrasting colors.
After the “hull” of value proposition is shaped, it’s time to focus on the drivers that enable your conversions to soar:
2. Relevance—check if the content of your lander relates to the ad the user clicked on. Should the user feel misled or at a loss, they will make haste to smash that close button. Replace cliché phrases like “Get started” or “Click here” because they can lead anywhere but the place you meant. Also be specific about redirects and state what will be next, not something 2 steps down the line.
3. Clarity—consider your landing page design and content as satisfactory if your lead is able to answer the following questions quickly:
- What is being offered?
- Why take up this offer?
- What are the steps to act on the offer?
- What to expect after all the steps’ completion?
Provide all the information needed but nothing more—keep your landing page neat and precise.
4. Urgency—according to the framework’s creator, the sense of urgency can be internal and external. The former is out of your control and already exists when the user enters your page, e.g., 23rd of December is coming, and I need a Christmas present. The latter, however, is conjured by the tone of the presentation, the offer itself, and deadlines set forth. The sense of urgency puts pressure on the user’s reasoning: either act now or miss a bargain. While FOMO might not give you a competitive advantage, it will surely help you not to lag behind the competition—go with the flow or go home.
Assuring relevancy, clarity, and urgency will not make your landing page a lead bait, because there are negative factors in the mix as well. Here is a pair of modifiers that can pin your conversions down to the ground:
5. Anxiety—once the trust you are asking for outweighs the credibility you have garnered, anxiety sets in. To make your product look more trustworthy, use weapons of influence, such as “social proof” or “appeal to authority”.
6. Distraction—numerous links, flashing colors, cluttered layouts strain your user’s attention span. Your landing page must be succinct. Let it be interesting and unique, so ditch the irrelevant elements.
So, there are the schismatics. Your landing page must tell a story, which starts with defining its value. Keep every chapter of this story relevant, predictable, and urgent, so that the users know exactly what they are getting into. Finally, perfect your message, by counterbalancing the natural anxiety with trust and dashing out all the distractions on your lead’s way to conversion.