With a landing page, funneling visitors down to a call to action requires focusing their attention and building their confidence in the product. While the precise method of this funneling will vary, it will ultimately involve identifying some key, confidence-building elements and then placing those elements along an intuitive path.
Recently, our alter ego, Orange Walnut, tasked us with using four confidence builders to get potential customers to call a hotline and watch a video. This article will go over the confidence builders we chose, why we chose them, and the tools we used to determine their optimal location on the landing page for encouraging visitors to accept our client’s call to action.
The Brand Name
The first confidence builder for this landing page was the brand name, “Orange Walnut.” A well-established name helps visitors feel more secure in trusting the information on the page, which is especially important if, at some point, you’ll be asking them to give out personal information. Of course, it’s important that potential customers have positive sentiments about your brand name.
A second confidence builder, was the scent. No, we don’t suggest you sprinkle your customers with pheromones to lure them into buying. Although, if you’ve figured out a way to do that, by all means, go ahead.
By scent, we mean brand scent, the trademarks of your campaign that you relate to your customer every time you reach out to them, up until the time they purchase, convert, or answer your call to action. Each touchpoint is an opportunity for them to retrace the scent trail. Essentially, if your brand voice is meant to hit customers’ ears, then your brand scent is the more ethereal side of your brand voice that customers feel when you tell them about your brand. Brand voice is made of carefully styled and toned copy that interacts with the customers intellect. The brand scent is made up of cues that interact with the customers’ memory and emotions. One is literally what you say and can be pinned down easily. The other is what you imply and isn’t easily labeled and filtered.
For example, let’s say Orange Walnut was selling marble busts of George Washington. The brand voice might be unwavering, confident, and regal words. Meanwhile, the brand scent would contain an image in red, white, and blue; sound like two dozen steady drums and musket fire; and smell like gunpowder. By the way, try telling your designer you want something like that next time he or she asks you what you want in a mock up. They’ll appreciate it a lot more than being told, “Something clean… you know, like, Web 2.0.”
The third confidence builder was a spokesperson. Celebrity spokespeople that resonate well with your target audience are great. They stand next to your product, and that product instantly takes on their qualities. For the marble bust of Washington, our spokesperson was Tom Selleck. By placing him on the page, our product instantly becomes more popular among 40 to 65-year-old women and Ferrari owners, which happens to be the key clientele of marble busts of George Washington. The closer Mr. Selleck stands to the marble head, the more sexy, masculine, and witty it becomes.
Features and Description
Lastly, we had a description of the product and a list of everything that comes with it. The purpose of vivid descriptions is to further familiarize the customer with the product so they feel confident enough to pick up the phone or spend their time watching a video. While a picture may be worth a thousand words, often times, a thousand words is a little too much. Giving your customers a few nice keywords to carry around in their heads makes it easy to remember what is so great about your product.
We used these confidence builders and the client’s initial vision to construct a very basic wireframe, a spatial layout of how all of these elements will fit together on the screen. We then gathered more input from Orange Walnut on how to fill the composition. We asked their thoughts on colors, typography, and images. With this input, we built a mockup to present to them, made a few small changes based on their requests, and then moved on to the most important step in the design process, which we will cover in Designing a Landing Page, Part II.