Landing Page Conversion Boosting Formula

The other day we gave seven tips to boosting your conversion rates over here.  Today, we're going to show you the key ingredients of a high-converting landing page.

The best way to do this is by discussing the copywriting formula called, "AIDA."  This stands for attention, interest, desire, and action.  All four of these steps are what your visitors must go through before they make a purchase.

You first grab attention, build interest, grow desire, and lead the visitor to take an action.

Let's walk through what's involved with each step:

Attention -- You don't want to grab the attention of just anyone.  But, you want to capture those who are interested in your product or service, likely buyers.  Let these folks know you have something that will benefit them.  The best way to do this is with words rather than just images.  Typically, you will have a benefit-oriented headline.  It might point-out that you have a solution that offers money, time, or energy savings or improved relationships, finances, or whatever you have to offer.

Interest --   The next step after attention is to get your readers wanting to know more.  Build-up curiosity so they are studying your offer closely.  Bring the visitor into your message and engage him or her.

Desire -- Once you've got their interest, it's time to build-up desire for what you're offering.  This is done by allowing the prospect to picture using your product or service.  Explain what each of your features mean for your prospects.

Action -- Finally, when the prospect wants your product, it's time to take care of the remainder of the details and guide your prospect through the order process.  This encompasses explaining how your offer works, justifying your price, and guiding your prospects to take action, which they already want to do at this point.

In addition to capturing a person's full attention, building interest, growing desire, and getting action, you must establish credibility.  Do this by providing proof your solution works.  This may be with testimonials, case-studies, demonstrations, and so on.  

Simply put, you can think of your landing page as a guide.  It starts with addressing what the visitors are thinking after they click-thru on your ad and ends with action.