The Secret to Selling Wine Online: Landing Pages
Your website landing page is the final desired destination of all advertising activities – it’s where your potential customer will decide whether to say “yes”, or hightail it to another tab in their browser. Essentially, this is the crucial step that will turn a visitor into a paying customer. Read on to find out how to make your landing page take off.
What’s the difference between a landing page and a website?
While a website combines several webpages that serve different goals, a landing page is a standalone page built around one specific offer. It often has limited navigation to other pages on the site, so as not to distract customers and to encourage them to focus exclusively on the offer in hand. It should have a clear call to action, usually sales or capturing leads.
The ultimate goal of a landing page
The primary goal of your landing page is to get cold traffic from paid marketing channels (for example: paid social, SEM, and PPC), grab the customer’s attention, lay out the offer's value, and ultimately convince them to say "yes". This is what we call a conversion-focused landing page.
What makes a successful landing page?
When building your landing page, keep in mind the key principles that will help you increase your conversion rate:
1. Offer the carrot
Introduce something irresistible that will make your potential client say “yes”. It may be access to a limited stock of less than 500 bottles, wines that received 95+ points, or an exceptional service that’s new to the market.
Here’s an example from a US wine retailer, Vine Drop, that promises to deliver you a bottle of natural wine with just one SMS. Simple yet exciting!
Vine Drop’s use of an Attractive Lure
2. Objection handling
The potential objections surrounding your offer should be addressed head on, and right away. Be proactive and address them yourself first before your potential client thinks of them and leaves the page. Stepping outside the wine industry for a hot minute, here’s a recent successful advert by Chase Banking, launching to a potentially sceptical UK audience.
3. Where’s your social proof ?
Your landing page's conversion rate will be affected by three types of social proof: customer reviews, established sources, and user-generated content. Provide the sources that are most relevant to, and trusted by, your audience. For example, EmpathyWines casts its net wide, appealing to users of Vivino, Food&Wine and PureWow. You might cite consumer reviews and/or respected expert publications, depending on what “an established source” means for your target buyer.
Social Proof by Empathy Wines
4. Make it easy, really easy
The overall design of your landing page will have a huge impact on its effectiveness in driving sales conversions. In order for it to succeed, all the elements of your page should be as simple as possible, with minimal but key information easily found, no lengthy forms to fill out, and a clear call-to-action button. A good example of this is the US online retailer Naked Wines. Despite everything else going on, your eye is immediately drawn to the all-important “Get started” button.
Call to Action Button by Naked Wines
Final Takeaways
By using the above-mentioned pointers as a guide, you’re setting up your landing page for success. Potential customers will be more likely to accept your offer if distractions are minimal, with the core messaging, social proof and, above all, the call-to-action button front and centre. This is a vital opportunity to create conversions and build a loyal customer base – make sure you get this step right to ensure online sales success.
Get in Touch
Want to know more about landing pages or driving traffic to your website through social media? Drop us an email at: team@firstpour.co.uk .
