Landing pages not converting at the rate you’d like?
Well, Alex Garcia shared an interesting landing page optimization framework on Twitter.
Here's a dead-simple framework to increase your landing page's conversion rate in the next 3 min:
— Alex Garcia 🔍 (@alexgarcia_atx) December 4, 2022
He calls it the “Four Cs framework,” and it covers the key things you should pay attention to when crafting your pages.
So let’s check those Cs…
#1 – Clarity. A good landing page communicates only one idea and does so clearly. You can solve this problem by answering the one question every visitor has: “What can you do for me?”
This is where headlines play a crucial role. Ask the question above and then read your headline. If it doesn’t answer that question, it’s time to get to work. Here’s an example.
1. Clarity
Communicate one idea and one idea only.
The best landing pages don’t try to communicate multiple ideas at once.
And that clarity leads to answering one question: What do you do for me?
And this starts with your headlines.
Example: pic.twitter.com/tl5inGHOhM
— Alex Garcia 🔍 (@alexgarcia_atx) December 4, 2022
#2 – Context. Now that you’ve answered the customer’s first question, answer their second question: “How?”
If you don’t, your promise is nothing more than a claim… and claims are always suspect.
Create context around your offer with concise subheadings. Alex again provides good examples.
2. Context
Context answers the second question: How do you make that happen for me?
Because without it, your big, bold idea is nothing more than a claim.
In the case of your landing pages, context will be delivered via your sub-headlines and copy.
And always answers, "HOW?" pic.twitter.com/xdJMAAPwMK
— Alex Garcia 🔍 (@alexgarcia_atx) December 4, 2022
#3 – Creative. Don’t make your customers’ minds fill in the blanks. Use your creativity to demonstrate the value provided by your product or service, either by showing your product being used, or by picturing the outcome.
Show, don’t tell, like this.
3. Creative
Lastly, the creative elements on your landing pages.
Your creative elements: paint the picture.
Without them, you're letting the consumer's imagination take over.
With them, you show what you deliver.
It's not enough to tell, you must show.
Example: pic.twitter.com/EoAp4wQ4qa
— Alex Garcia 🔍 (@alexgarcia_atx) December 4, 2022
#4 – Call To Action (CTA). This is the breaking point. Most CTAs are vague instead of “pushing” prospects to make their final decision.
For instance, remind customers of the core value of your product in the CTA instead of using a general verb like “Act now.” These are good examples of strong CTAs.
4. Call to Action
Your CTA serves as the bridge to the next step.
And provides the consumer with clear steps to take action.
Most CTAs are vague.
And don't emphasize the value creation on the other side.
So, remind them.
Example: pic.twitter.com/zbZ3FVUAgb
— Alex Garcia 🔍 (@alexgarcia_atx) December 4, 2022
And finally, spice up the four Cs with one S – social proof.
Prove that your brand helped real people by showing results, data, and use cases to back up your claims.
Now that you have all the ingredients, you can start C-onverting. Good luck!