Anatomy Of A High Converting Landing Page For Nutraceutical Manufacturers
Many nutraceutical manufacturers that come to us to help with their marketing complain that they do not get enough conversions on their websites as before. By the way to clarify – the term conversion means different things to different people so for a nutraceuticals manufacturer it simply means: more qualified leads. People that fill in a form and expect a reply back.
The problem is easy as pie, and you solve it by installing a highly converting landing page within your website.
What does the term” landing page” mean? It is simply a page where your prospects “land” after some form of traffic. So you see, as a famous marketer once said: |You do not have a traffic problem, you just have a conversion problem”
Today, we are going to give you the full breakdown of how to create a killer landing page that’s designed to convert leads, drive sales, and improve the user experience of your website.
Let’s get to it!
Before we start: The Difference Between a Landing Page & Your Home Page
Many marketers that work for nutraceutical manufacturers come from a traditional marketing background, so it helps here to clarify how a landing page differs from a home page. Both have a unique role to play.
To make things clear, your home page is your storefront. It is where most people land when (hopefully) they search you online. It’s what people see when they walk through your front door. They see your services, your product lines, a way to contact you and who you are.
Here is the homepage of DSM. Let’s briefly “analyse| this:
Their design is ok, but it is hard to actually “sell” one product or inquire about their service when the visitor sees so many options. Instead, visitors have to navigate to the top menu or scroll all the way down to find the information they are looking for.
A high converting landing page, on the other hand, is a specific single page trying to get visitors to perform a certain action like making a purchase, signing up for an e-newsletter, or simply requesting information, a quote or a call-back..
When nutraceutical manufacturers order pay-per-click (PPC) advertising to bring them more leads, what we do is also create strategic landing pages for them. Ads direct potential buyers to that landing page with a strong call to action.
The landing page has one and one purpose only: to close the deal.
How NutraceuticalsMarketing.com Designs High Converting Landing Pages
Businesses use landing pages for many reasons. However, when designing a high converting landing page, we need to take under consideration a variety of marketing elements that apply to the design.
You already know that converting a visitor to your nutraceuticals website is tough. The old “Marketing Rule of Seven” states that potential customers need to interact with your brand at least seven times before taking an action.
Sure, it is way easier for someone to take a step towards signing up to your newsletter than filling out a form to be contacted from your sales team.
Wordstream, a popular software that manages Adwords, reported that the standard conversion rate in landing pages is 6.98%. This means that whatever you do in marketing, you will only get a 7% on your landing page from all traffic.
Judging from the very poor quality of several nutraceutical manufacturing websites, we are guessing that this is going to be even lower.
By contrast, when NutraceuticalMarketing.com takes over our client’s website, we see a landing page conversion rate of around 19.55%.!
“Ok guys, so how do you do it? I am not convinced yet.”
Sure let’s explain this a bit.
We start with the end in mind. So what do we need your customer to see when they land on the ad? We answer all of the customer questions on the landing page.
Then, we optimise the ad itself, to match the content on the landing page. This means that when the prospect clicks on the ad, the prospect lands on the page which promises the answer to a problem if the prospect fills in her details.
High Converting Landing Page: How To Successfully Design One
Here are the elements you need to have when you or your marketing team designs a landing page that aims to convert prospects into leads.
In the content writing (Americans call it copywriting, which confuses Europeans that has t do with legal rights) world, the headline has one task only. To capture attention and move people to the next paragraph. The headline needs to get visitor’s attention within seconds upon landing on the page, and it is the primary element to test when we do split testing – we start with testing out multiple headlines until we find which works best.
When a visitor decides to take the second step upon landing on your page, you need to offer him something in order to take action.
Why should someone fill out a form to be contacted by your sales team? Or, why should they fill their details anyway?
Is ti to download a list of ingredients? Your brochure? A document outlining the benefits of a certain ingredient? What is it?
This is what you need to figure out.
Most of your audience will come to your landing page after reading an ad, or a post on LinkedIn, meaning this is their first interaction with you. Therefore, make sure that you build low barrier offers. A free ingredient benefit paper or a free consultation regarding a private label offer, or some free videos educating the benefits of your supplements are low barrier offers.
Whatever we do offer, we ensure it’s more valuable than the visitor’s concern about submitting their personal information.
No Navigation & No Outside URLs
You invested in your ads, built a high converting landing page to get a visitor to signup – and the last thing you want to do is send them away. Never provide navigation away or links to outside URLs.
The only two options available to visitors should be converting or bouncing off. The design of your landing page should be laser-focused. Leave nothing ambiguous.
CTA (Call To Action)
If the headline is designed to capture the reader’s attention and drive them further down your offer, the CTA is the heart of your landing page. That should be the only option for visitors to take. No other links, as we mentioned above. You want your visitors to take one action, and one action only: to give you their information.
But how do we know what a “good” call to action is?
A call to action is nothing more than a button that has a short phrase on it. It says “Book A Free Consultation” or “Request Your Free Report” or even “Get a Private Label Strategy Meeting Today”.
The essence of the entire landing page should support this single phrase (which you have to find).
People buy when they see that others have bought as well. It is also true in the B2B world. If your prospects read testimonials from other buyers, you increase the chances of feeling ready to take upon your offer.
Offering reviews, testimonials, trust badges, or listing the awards you’ve won will make it easier for potential customers to trust you. Social proof is especially important for new users or cold traffic (people that never saw your website before)
How long does it take for your page to load up? If it takes too much, a slow page speed could result in people simply clicking the Back button, thus hurting your conversions.
Google recommends that bounce rates be less than five seconds on both mobile and desktop platforms. The landing pages we build at NutraceuticalsMarketing.com are optimised for speed and often surpass Google’s guidelines.
We often have new clients who’ve never checked their page speeds before. One great resource to check speeds is GTmetrix.
Let’s see how DSM stacks up:
Not bad, but not great too. The important thing that they have done right is that the on the Web Vitals section, the Largest Contentful Paint or LCP is 1.4 seconds. Per GTmetrix description, LCP measures how long it takes for the largest content element (e.g. a hero image or heading text) on your page to become visible within your visitors’ viewport.
For a good user experience, aim for an LCP of 1.2 seconds or less.
More people are now using mobile phones to search the web versus desktop computers. Yes, even B2B buyers. Mobile phones now account for more than half of all internet traffic, an increase of 222% in the last seven years.
With more potential customers looking for solutions through their mobile phones, it’s important that your site is optimized to support this format. Nothing will drive away prospects faster than a messy mobile version.
If you are not convinced imagine this scenario – a buyer for a large retail brand is working from home. So while on the kitchen, taking a break from working at his home desktop computer, he checks his phone. He has an email from his boss to find an NMN supplement for their new launch, so while waiting for the coffee to brew, he searches for “NMN private label” or “NMN manufacturers”. He clicks on the first result he sees and….
The website of this manufacturer is not mobile optimised. The buyer needs to zoom to read. He quickly presses the back button and on for the next result. You just lost a visitor!
Easy To Read Copy (No Long Paragraphs!)
When designing a landing page we always ensure the copy is easy to read, skimmable and has no large blocks of text. This is important to do for all web copy but especially for landing pages.
One marketing study found that online visitors only read about 20% of the text on an average page. This means you need to eliminate fluff and make every word count.
The copy should be focused on the customer’s problems and how your product or service solves these problems. At NUtraceuticalsMarketing.com we break it down by 80% of what the visitor is looking for and 20% about the company
You should now understand the difference between a homepage and a high converting landing page. NutraceutcialsMarketing.com more than doubles the average landing page conversion rate because we include all of the elements discussed in this article.
There’s no secret sauce or proprietary information in our back pocket. We simply optimize our clients’ landing pages using these high-converting elements and we make revisions when needed.
Our company also employs the most talented copywriters, designers, and PPC ad managers for nutraceuticals marketing on the market.
Do you need help setting up your landing pages or optimizing what you currently have to increase conversions? Book a call with one of our PPC experts today and we can chat about your goals!