The job of a landing page is to turn visitors into leads or buyers. So it only makes sense that all of your efforts should be pointed in that direction, right?
While it’s generally a good idea to concentrate on bottom-line business results, the fact of the matter is that focusing too tightly on conversions can actually do harm to your business. That might seem counterintuitive, but we’ve seen it happen a number of different times. Here are a few of the biggest reasons why…
By Pushing Too Hard for Conversions on Your Landing Pages, You Can Lose Credibility – Some marketers seem so desperate to “sell” that it takes away from their credibility as experts or service providers. For example, when you arrive at a landing page where prices have been reduced again and again, the natural thought that comes to mind is that whatever the business is selling wasn’t worth the price they were asking in the first place.
When You Come on Too Strong, You Lose Some Buyers – Different customers respond to different kinds of marketing and offers, of course, but it’s worth noting that a lot of people are turned off by hype and pressure. So, it’s only natural that pushing too hard will send some customers running in the other direction.
Focusing on Conversions Can Cause You to Cut the Sales Process Short – If your product or service is complex or expensive, it might take buyers a while to make up their minds. In those instances, trying to get them to make a purchase, or even an appointment, too quickly might not make sense. In those types of situations, conversion goals like email sign-ups, white paper downloads, and even social media follows could be more appropriate (and more profitable in the long run).
Make no mistake: your website should be geared to convert visitors into leads or customers, or at least to move them in that direction. If you push too hard and come on too strong, though, the effort can become counterproductive pretty quickly. For more information on target marketing pages please contact Weblinx at 630-551-0334 x1.