If business is war, then landing page testing and development are pitched battles to win consumers over competitors. Just as in war, the first thing we do in developing landing pages is to create a strategy

This is the process we use in Engine Ready’s landing page development section. First we like to list out strengths and weaknesses of a clients offer, product, or service.

For this example let’s say our new client makes stand up desks (a hot topic in the office lately!)

These are the strong points of their product:

- Numerous Health benefits to using one over a traditional desk.

How is it healthier? Answer: Better for posture and back. Aids digestions and increases calorie consumption by burning an additional 60 calories per hour over a sit down desk. Breaking this out for someone uses a desk 8 hours a day 5 days a week leads to burning an additional 9,600 calories per month.

- Client reports receiving emails from customers who are very pleased by their new stand up desk.

If someone pays full price for a product or service and still writes a thank you note to the company they’re more than a satisfied customer. If it’s possible, we like to speak with them directly. A conversation with a customer evangelist can be very beneficial to the development of a strong landing page.

- Height Adjustment is very easy.

Since it’s easy to adjust, it’s especially well suited for home offices where more than one person uses the same computer. And for companies where more than one person uses the same work station.

This is the weakness of the product

- It’s 9% more expensive than similar desks.

Why is it more expensive? The main reason is that because our client is smaller he does not get the same discounts larger manufacturers get when they buy materials in bulk.

There’s not much we can do with this.

Almost as a side note, the client mentions that the ball bearing system in the adjustment arm he uses is more expensive. Why? Because he uses Swiss made ball bearings and pulley system which are better quality. What does this mean to the consumer? It’s smoother to adjust than other standup desks.

After bouncing ideas around we decide on turning the weakness of the price comparison to competitors into the focus of the pitch.

We do this by building text around this theme:

“The only stand up desk with the Glide Adjustment System. It might be a bit more expensive but over the life of your desk it’s less than a penny a day.

Because all stand up desks provide the same health benefits, the secondary focus will be the calorie burning and health benefits.

From there, we fill out the rest of the page with applicable text and order a 15 second video clip showing an elderly woman adjusting the desk height.

For the first split test we reverse the benefits focus and make the health features the main focus and the glide adjustment the secondary point.

If  you’re considering landing page development, why not give Engine Ready a call?  We’d love to speak with you!

Engine Ready, Internet Marketing, Landing Page Development, Landing Page Optimization, Landing Page Testing, search marketing