Selling a food product online is tricky to get right. You have a potential audience of millions, tons of competitors, and no way to demonstrate the taste, smell, or texture of the food you’re trying to sell. How do you convince people that your food product is worth buying? Or better yet, how can you get them to buy it right now?
One answer is through specialized food product landing pages. But why are landing pages so effective and how can you make them even more optimized for conversions?
The Value of Specialized Landing Pages
First, let’s talk about the value of specialized landing pages. Developing specific landing pages for specific audience members or specific marketing strategies holds several advantages, including:
- Better audience targeting. As any food and beverage marketer can tell you, one of the secrets to growing online sales is properly understanding and targeting a specific audience. Instead of writing and designing for a generic, broad audience, you’ll be focusing your efforts on the wants and needs of one specific segment. This increases your relevance and allows you to competitively differentiate yourself, ultimately leading to better results.
- Segmentation and positioning. This is also an effective way to segment your marketing strategies and better position yourself. You don’t have to lock yourself into any single strategy, nor do you have to appeal to only one audience; you have much more strategic flexibility this way.
- Modular experimentation. Also, when you have many different landing pages in circulation, you can perform more modular experimentation. You can try many different variables across many different landing pages to see which ones work best for various audience members. With those insights, you can make your landing pages even better in the future.
Conversion Optimization Tips
The most important landing page metric to understand is conversions – the number of people who ultimately buy your food product (or fill out a form). This is directly tied to your revenue, so the higher your conversions are, the more successful your landing page will be.
These are some of the best ways to optimize your landing pages for conversions:
- Nail the photography. Unfortunately, we don’t have technology that can effectively replicate the taste or smell of your food product for your landing page visitors. The next best thing is providing your visitors with excellent food photography. The right photograph can instantly make your food look tastier and more attractive, while an unflattering or unprofessional portrait could turn someone off forever. Hire a professional photographer to get those profoundly valuable shots.
- Show some real people. It’s demonstrated that photos of human beings generally increase your conversion rates. Instead of just showing off a photo of your food product, show a photo of a person eating it. Or, if you don’t want to do that, you can show off some additional photos of the types of people who might enjoy your food product in real life.
- Have a simple, clear call to action (CTA). People aren’t going to take action unless you prompt them to take action. That’s why you need to have a simple, clear call to action (CTA) that’s so prominent no one could possibly miss it.
- Make it easy to convert. Don’t make your customers jump through hoops to finalize the transaction. Keep the process short and sweet. If you have a form to fill out, only ask for a few required fields. If you’re processing a transaction, keep it limited to only a few steps.
- Reduce loading times. Similarly, reduce loading times. If your landing page takes too long to load, users might bounce. There are many ways you can do this, such as by employing better caching, reducing image sizes, and upgrading to dedicated servers.
- Pitch the value. Don’t just talk about what this product is and why it’s a good product. Talk about why this product is valuable to the person who’s going to be consuming it. How is it going to help them? How is it going to make them feel? Why is this option superior to other, competitive options? Describing the value of a product is always more effective than describing its static characteristics.
- Add trust signals. People won’t convert unless they trust you – so how do you make people trust you? One answer is through trust signals. Trust signals come in many forms, but they all serve a role in establishing your brand as a trustworthy authority. Posting reviews and testimonials, showing off recent partnerships, and offering guarantees are all great options.
- Imply urgency. Most of us are chronic procrastinators. If we can find a reason to delay a decision, we’ll take it. Accordingly, many of your landing page visitors will find your food product interesting, but will delay making a purchase as long as possible. To counteract this, imply some degree of urgency, such as by offering a limited-time discount.
Remember that conversion optimization isn’t a one-time strategy. It’s something that you should be practicing on an almost constant basis, gradually refining your approach and incorporating new strategic elements to see better and better results.
Keep measuring the most important KPIs for your landing pages and keep making tweaks to see if you can boost that conversion rate just a little bit more.