The keys to a high converting landing page is urgency and fresh content
Few things destroy the credibility of a landing page sales letter more quickly and effectively than content that’s out of date. How can we expect the prospect to take our message seriously if we’re not even interested enough in the content to keep it up to date?
Even evergreen products can go out of date quickly by not updating the biography of an author who has made well-known changes in their career.
Paying attention to how fresh your content and landing page is only the first step. The next step is to be timely enough to make your content urgent, even if the landing page was first posted three years ago.
If you’re wondering whether your existing landing pages look “fresh enough to sell”, then go down this checklist and see if you’ve tried all of these remedies.
1. The content and references are accurate and up to date.
First of all, if you’re applying any kind of special-pricing deadline, which we’ll recommend below, you want to make sure that the date has not passed on your landing page. Even if the price hasn’t changed on the back-end, you’ll only cause confusion by leaving an old expiration date in the copy.
Similarly, if you say quantities of an information product are limited, you have to make that claim believable by explaining why this is so, e.g., “We have a limited supply of our free CD, and once the inventory is gone, we will not be going back to press.”
2. The sales letter includes a date stamp in the opening screen.
Something as simple as displaying the current date on the site can help with content freshness.
Another way to do this is to post an update to the product. By saying it was “updated for 20XX” you’re telling them that this is a product that has not been sitting stale for too long. In a B2B market that is constantly changing, this can be a deciding factor.
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3. The sales letter includes a reply-by date in the call to action.
Just like any retail store has a sale, you will be able to convey the same urgency by applying a date to your special deal.
Create urgency by letting the reader know that the price is a “market test” and may change soon. Alternatively, announce an expiration date for the offer—a deadline by which the user must respond to get the free bonuses.
4. The sales letter appears to have newly-added content.
Aim to convey a sense of freshness, excitement, timeliness or discovery. Some of your potential customers will only visit your site once. If they don’t buy immediately, they may never return.
But if you offer a mouthwatering, gotta-have-it special premium that they will receive immediately upon buying, you can significantly increase your conversion rate.
Any time that you can make the visitor feel like you are selling a product that they need right now, you will be able to bank on that opportunity.
