Optimise for customer experience, not conversion rate

How to make a more customer-centric landing page

Hi there,

Landing page conversion rate is a huge opportunity for most startups. It is hard to convert cold traffic. 

However, too many fall into the trap of thinking about conversion rate first. More urgency! More pushes to buy! 

But what if you flipped it? 

What if you think instead about how you can support your customer more in that decision and make them comfortable?

Here are some examples:

1. Easy to find return policy or guarantee

Have it close to the CTA a super clear policy if they want to return (e.g. free return within 30 days) or a guarantee policy.

This helps customers for products where they worry about the quality or fit and remove the stress of working this out themself.

Moonbrew example of a clear guarantee by the CTA.

2. Make it easy to get in touch with you

Whilst a chat can be a bit much on a landing page (except for usually high price / complex products), making it very easy to get in touch with you is key to converting, e.g. having your email and phone number in the footer with clear response times and/or opening times for calls.

This was honestly the hardest one to find an example of because so few brands do this properly, preferring to reduce the load on customer support rather than encouraging conversations. Luckily, I remember that I’d interviewed Katkin about their customer-centric approaches, and as expected, their landing page also delivered on that customer-focused approach:

Katkin shows clearly how you can reach out and who you’ll get to speak to.

3. How they can pay

A few small symbols can help build further trust that you offer secure payment and a payment type they prefer to use.

PetLabCo example of showing payment options.

4. Delivery timing and costs

This one sounds obvious, but the number of times I’ve had to play the game ‘search the delivery date’ is ridiculous. Sometimes, your delivery partner can even integrate with your page to offer a precise delivery date:

Example from Whole Supp delivery promise.

Now, how do you figure out what information you should include? You can work out how to make your landing page more customer-centric in a few ways. My favourites are asking customer care about the most common questions people have before buying, and the second is conducting user testing. Seeing first-hand what they are looking for or hesitant about is highly insightful.

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Recommendation

Startups often find it daunting to do user testing for the first time. That is why I created a full guide to user testing in just a week with Georgia Sugarman. It is free on Medium (I’ve attached the friend link below, so you don’t need a paid Medium account).

Let’s change the way we optimise landing pages. Put the customer at the centre and focus on what will support them on their journey rather than what will push them to buy.

Till next week,

Daphne