Why A Confused Customer Does The Worst Thing Imaginable… And How To Stop This From Happening

When marketing your business, there's one thing you need to keep in mind for it to have the highest return on investment possible.

Not doing this will stop your ideal customer from doing exactly what you want them to do.

And it’s quite simple.

Once you know this, it will change how you view your ads. 

(We’ll focus mainly on your ads’ landing page funnel in this article, but this idea applies to all aspects of your business.)

So let’s get started.

Stepping Into The Shoes Of Your Ideal Customer

So you’re running your business and you decide that it’s time to grow, it’s time to get more clients. It’s time to start running ads.

You know all about your product, the problem it solves, and how it can benefit your ideal customer.

So you make an advert showcasing your beautiful brainchild, pay the ad cost and… let it loose on the world.

But have you considered your customer’s journey from this point forward?

If you've read our article on Writing High Performing Ads you know that your ads should be measurable and should have a Call To Action.

(If not, what are you waiting for? Check it out here.)

Using a Call To Action makes it easier to track if your ads are doing what they're meant to be doing.

But if your customer clicks on an ad to buy your product - which then takes them to your company’s Home Page... then you’re missing a vital part of the puzzle.

Understanding Your Customer’s Journey

Let me give you an example.

Imagine you walk through your local supermarket and you see a sign that says:

“Free samples of fresh, hot, Doughnuts here!”

You look up - but there’s no doughnut stand in sight.

What would you do?

You’d probably forget all about it and go on with your weekly shop.

Little did you know that the free doughnuts were actually:

- upstairs,

- on aisle 18,

- next to the home cleaning products,

- in a completely different store altogether…

When an ad takes a customer to the company’s Home Page - it's a bit like this.

You’re making your customer jump through hoops, and we all know most people don't want to do this.

Your customer’s journey should be smooth and slick… like a well-oiled slide.

One way on, one way off.

Because:

A Confused Customer Does The Worst Thing Possible, Which Is…

Nothing

Many businesses try to hedge their bets by having the ad take them to a generic page, hoping their customer will get distracted and buy more things…

And they’re half right - they do get distracted. 

But what actually happens is that they can’t find what they came for in the first place, get bored and then… leave.

To bridge the gap between ad and product you need a Landing Page.

A page dedicated to the thing you’re advertising. It gets straight to the point and cuts out all the fluff.

A Landing Page has one objective and one call-to-action.

It gets rid of all the distractions you find on a Home Page, such as the company’s About Us section, links to other products you sell, your social media accounts, registration forms etcetera etcetera.

The 3 Ingredients You Need To Get Started With A Landing Page

So if you’re ready to build a highly converting landing page, here’s what you need:

1) A Strong Headline

Let your customer know what they’re getting.

Like a mini-skirt, the headline should be short and sweet, but enough to cover everything!

2) A Subhead

The well-oiled slide of your product page, the extra push needed to get your customer to take action. 

If done right, your subhead will increase desire and curiosity for your product.

And Finally…

3) A Call To Action

Whether it’s a simple opt-in form, a short video to watch, or a “buy now” button for the product itself. 

Just make sure that there’s only one, or your customer will most likely pick none.

Remember to keep it clean and simple to begin with. It makes it easier to see what's working and what isn't.

Later on you can refine your Landing Page and add more elements as you see fit.

En voila!

You’ve bridged the gap that’s missing from your customer’s journey. 

Give it a try.

P.S. For more marketing tips and tricks, take a look at our other blog posts here:

pkcmarketing.co.uk/blog