What is Landing Page Conversion Rate and how to increase it with neuro

Today we’ll talk about how different groups of potential customers make purchasing decisions and how to satisfy their interests. 

How to correctly formulate a proposal when you bring a new product to the market? 

And how to adjust your offer to get even more clients into a well-established business? 

How to predict their desires without guessing at the coffee grounds?

What is the motivation for your clients?

A bit of theory to start with. Studying the attitude of people to innovation, sociologist Everett Rogers drew attention to the fact that society reacts to innovations (new goods and services in our case) in different ways.

Some of them accept the novelty very quickly and is in a hurry to try it, some are waiting for feedback from the first group and only after that they have the courage to test it on themselves, while others do not dare to try it until they see a super advantageous offer.

In the study “Diffusion of Innovation” Rogers formulated the theory of “adoption of innovation by members of society”, according to which the motivation of people to try a new product divides them into 5 groups.

First, let’s take a look at the groups themselves, and below I will describe how to use this information on the landing page:

1. Innovators

2.5% of the total. Innovators are real early birds, they are actively looking for and absorbing new information (they keep an eye on new products, they are always “in the know”, they often unite in a get-together according to their interests), they like to take risks, have a good education and high social status, and understand technology. We are ready to spend money to be among the first.

2. Early adopters

13.5% of the total. Early adopters serve as a source of information about new products and services, are prominent social leaders, are often famous, influential and successful. They are the ones who introduce the novelty into society.

They can be attributed to the VIP segment of the audience, tk. for them the price is of minimal importance, they are ready to overpay in order to get the most fashionable product in a complete set or a turnkey service.

3. Early majority

34% of the total. They do not want to accept new technologies until someone else does it, for them social proof (namely, opinion leaders) is very important. Very long decision-making cycle. A category that is well known to sales managers: they need to be squeezed, arguments must be made, but in the end they still buy.

The task of this group in society is to legalize the novelty, they show everyone else that the novelty is not dangerous, useful and can be used.

4. Late majority

34% of the total. They treat everything new with distrust, do not rush to try even when they see that others are already actively using the new product. The only thing that affects them is the pressure of society or economic necessity (for example, to update the software, since the old one does not allow performing the usual functions). We are ready to act “for the company”.

5. Laggards

16% of the total. Laggards are real conservatives, and besides, they associate with the same conservatives as themselves. While the novelty reaches them, it often becomes outdated. They usually have low social status and are extremely price sensitive.

How to use Rogers theory in landing page design?

The first step is to make your own, targeted offer for each type of client. You can represent your target audience only in theory (especially if you are bringing a new product to the market), but you need to provide offers for everyone. To cover the majority of your audience for a deal, break it down into categories and make different offers for each one.

There are several options:

1) If you are a business owner and can directly influence the product and pricing, then think over several proposals on the price (tariffs) and the content of the product (package offers).

2) If you are a marketer and you do not have the ability to influence prices and the product, then think over a few calls to action, think over an easy step (what a client can get for free: consultation, initial appointment, download a price list, etc.) and think over promotions and special offers. And make sure that the product catalog contains an inexpensive offer, an average price and a VIP offer.

Divide buyers into types and make a targeted offer to everyone

Why do you need to do this? As you learned above, your audience is not homogeneous at all. 

The audience is divided into types and each of them has its own motivation and interest. 

The more offers – the more chances to “close for a deal” the maximum number of clients.

Below are some examples of how to take into account the customer’s willingness to innovate (to buy a new product) on the landing page:

What to offer innovators?

These characters buy right away, do not hesitate. Make them a lucrative, limited-time offer. Make a trial proposal. Converted from the first screen.

Rice. 1. An example of the first screen with a limited time stock.

What to offer early adopters?

These people can be attributed to the VIP segment, status is important to them, the “turnkey” option. Buy the most expensive option to insure themselves. For them, you always need to have a full-service VIP tariff or an expensive turnkey offer.

Rice. 2. An example of tariffication for a VIP segment in the “Corporation” column.

What to offer the early majority?

These customers cannot make a decision quickly, they need to be squeezed out, their interest in buying must be heated. They convert well into an easy first step (get a price list, download a catalog, subscribe to a newsletter). An email chain is ideal for heating. It is important for them to take an easy step:

Rice. 3. “Get a cost estimate” and “get a CP” – 2 examples of easy steps on a landing page.

What to offer the late majority?

For them, social proof is important, opinion leaders. For example, in the B2B sector, it may be a manager (or even a gender) of a small company who will order a service from you, because you have already worked with well-known large companies.

Rice. 4. An example of a block influencing decision-making by a late majority.

What to offer “lagging behind”?

This part of the audience is very price-sensitive, responds well only to colossal discounts and offers in the “3 for the price of one” format, they buy under public pressure.

Rice. 5. For those lagging behind, price is a key decision-making factor; they value the obvious benefit that they can afford.

Let’s summarize

To sell to the majority of your audience, divide it into categories based on motivation and make a different offer for each one. Or, at a minimum, test different calls to action (CTAs) as shown in the examples above.

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