Imagine that you went on a date with a girl from the social network. On the avatar, she was a skinny blonde, but in reality turned out to be a full brunette. You will feel that you have been deceived. Visitors to the site feel the same when the offer on the landing page does not match what they expected to see.
To determine what exactly the user needs, it is worth assessing the warmth of the traffic going to the selling page.
What is traffic heat?
The heat of incoming traffic - the degree of awareness of the visitor of the page about the service or product that you offer. The warmer the traffic, the closer the customer is to the end of the sales and shopping funnel.
You can find such a classification of traffic heat as a ladder of recognition of Hunt.
The easiest way to divide traffic into three segments:
- cold - people who are faced with a particular problem, are looking for its solution, but do not yet know what products or services will help in their case;
- warm - are at the stage of choosing a solution, select the best product or service from several options;
- hot - already intend to make a purchase, choose a supplier or store where they are going to buy a product or order a service.
The warmth of traffic influences how to offer a product to a customer: sell it in the forehead, increase its desire to make a purchase, or show the benefits of the product. It is especially important for the development of offers and a call to action.
How to determine the degree of warmth of traffic
It is believed that traffic from targeted advertising, from YAN and CMS is cold, and traffic from contextual advertising is hot. It must be understood that this is not always the case. In social networks you can meet a hot audience, just about to buy your product / service, and in contextual advertising it sometimes makes sense to work with requests from a cold audience.
The warmth of traffic is determined by user requests:
- cold - general and informational requests, for example, which windows to insert, how to keep youth, how to get rid of wrinkles on the forehead, plaque on the teeth, etc.
- warm - concretized requests, but so far without the clear intention to make a purchase, comparison of several solutions: plastic windows, wrinkle injections, teeth whitening methods, etc.
- hot - queries showing the intention to make a purchase, with the words buy, price, manufacturing, production, cost, etc.
Before creating a selling page, it is important to find out where users will come from and for what requests. Other factors influence the structure and text of the landing page, but the warmth of the traffic cannot be ignored if you want a good conversion.
Cold Traffic Landing Pages: Features and Examples
Cold visitors know nothing about your product / service, they only realized the problem and are looking for its solution. And sometimes they are not looking for anything, but they can go on a thematic ad that has shed out with an internal need - this is what happens most often in social networks. The offer should be aimed at solving a key problem, and not at the sale of a specific service.
For example, in the landing page of a client selling USE training courses, on hot traffic there was an offer to purchase courses at a discount. When altering it for cold traffic from social networks, I used a proposal focused on the main problem of graduates and their parents - admission to a prestigious university.
How to do it
You can not use direct calls to buy like "Buy now." Promotions and discounts with a time limit do not work. The buyer is not yet ripe for purchase, he needs time to think and make a decision.
Conversion action should be designed to “warm up” the buyer. It is best to offer free advice, call back, sign up for a webinar, subscribe to the newsletter, find out details, etc. It is important to establish a connection with the user, through which he will decide in your favor, to help him to mature for making a purchase.
For a cold audience, a longer text is required than for a warm one. It is worth adding an additional screen, revealing the consequences of the problem, or confirming that we are giving a way to solve it.
Landing pages for warm traffic: features and examples
Visitors from the warm traffic already want to solve their problem, but have not yet chosen how. For example, if a woman wants to get rid of wrinkles, she can choose between cream, injections, non-injection procedures and other methods. At this stage, you need to demonstrate the advantage of your decision.
How to do it
It is not recommended to sell aggressively. The buyer still doubts and chooses not so much between specific service providers, but between different solutions to the problem.
The offers that allow you to try your solution or try to interact with the company work well on warm traffic: departure of the measurer, test period for using the service, test set of something, etc. The consultations of specialists and callbacks continue to work. In some cases, it is already possible to propose an estimate of the cost of services so that the buyer can appreciate the cost advantages of the solution.
Hot Traffic Landing Pages: Features and Examples
At this stage, the buyer is already looking for a supplier, selects from whom to buy goods or order a service. Or already knows about the product of a particular company and it remains only to finally convince him that it is worth making a purchase.
What not to do
No need to give an excess of information, talk about the benefits of solutions that are common to all sellers of a particular product or service. For example, if you sell plastic windows - you shouldn’t talk about how they are better than wooden ones. The buyer has already realized that they are good, and is now looking for who to buy them from.
We speak only about the advantages of a particular product - than your product is better than the goods of other suppliers, than you have a better service. Most buyers evaluate several contractors, focusing on cost, speed of delivery, warranty and other conditions of cooperation.
For stores with several varieties of the same product, you can tell about the assortment, so that the buyer immediately chooses the product he needs.
It is important to show what happens after placing the order - how quickly the client’s problem will be solved, through what stages, when and how he will receive the order.
On hot traffic, discounts and promotions, time limits, gifts to buy and other methods that allow you to stimulate a targeted action work well.
Important: for expensive services it is appropriate to offer a calculation of the budget or the selection of the optimal tariff, and to close the sale during the manager’s call.
In the event that you have several sources of traffic of different heat, the best option would be to make several landing pages - by grouping all the keywords according to the degree of readiness of the audience for the purchase and creating a separate offer for each segment. In some cases, you can try to do multilending, where the content changes depending on the user's request.