Supplements are a popular target for landing pages, because they’re easy to make a call to action work. “Want to lose weight now? Call,” and just like that, and you can make a conversion. Because there isn’t a lot of complicated information in the sale itself– typically it involves the sale of a box or a bottle, with different sizes– some supplement companies can even put their pre-sell information right on the landing page to quickly convert into the shopping cart on the site.
It’s All About Speed
When you’re talking about a small handful of products, or even just one product that a landing page is intended to sell, the important thing is to do it as quickly as possible. You will see higher bounce back rates with landing pages for supplements that don’t get the point across right away, and there’s a good reason for that. If someone is looking for a particular supplement, and they can get that supplement right away from your landing page, they will. If they won’t, or at least don’t get the proper engagement within the first 15 to 30 seconds of their click on your site, they will look elsewhere.
- A supplement buyer already knows what they want. They don’t usually need a wide selection of products or a lot of hoops to go through. If someone walks into a real life, brick and mortar health supplement store, they’re usually there to buy a particular product, not to browse. If you sell a supplement, you should sell it right away. You want to make the sale as soon as possible, because if you don’t, someone else will.
- You can’t make it too feature-heavy, for the abovementioned reason of trying to make the sale as quickly as possible, but also because you could be getting a lot of mobile traffic as well. You want your entire site to load quickly. Using images that are too big, or adding in fancy effects to your landing page might work for some industries, but it isn’t always the right call for supplement landing pages, and you should always take that into account when you’re designing your own.
- You need a call to action up front, and you need to know your demographic. As an anecdote, the two major soft drink companies in America, and the world at large, have largely successful diet versions of their sodas, but they found that the male demographic didn’t prefer it until they changed the labels to black, and gave the diet versions names like “Max” and “Zero.” Demographics matter with labels, brands, and your presentation. If you’re selling a workout supplement targeted specifically at men, it needs to have the proper aesthetic in terms of color, image choices, and more. Weight loss supplements tend to be more popular with women, which is why you find most will have vacation-related imagery, softer tones like orange or purple, and other design choices.
As with all landing pages, your call to action needs to be easy to find. Don’t make the mistake of burying it under walls of text; it should be at the top, or near the top. It could also be in a side bar at the top so that you aren’t cutting in on any important details that a visitor might want to know, but make no mistake. Your call to action is going to be where you are going to be generating the most sales conversions. Whether it’s an e-mail address field for more information on your supplement, or a “pre-qualify” survey that achieves roughly the same effect, it is just as much a part of your sales focus as anything else.
Don’t Forget Testimonials
Even having one testimonial on your header can make a difference with your visitor engagement rates. Having several can enhance that further, but don’t go overboard on the testimonial section of your landing page. It’s all about using your judgment, but as a rule of thumb, three or so testimonials will get the point across that your product is tested, it’s consumer friendly, and there are other people out there that want to buy more of it, which is why you (as in the visitor) should too.
Video testimonials, and video content as a whole, is also something you can put on your landing page if you want to add a more media rich presentation, but if you do so, it’s recommended that you create a mobile version of that landing page as well, to make the mobile experience as quick as possible for that demographic. Remember, speed is going to be the key to getting those sales.
Trust, and the Dangers of Information Overload
Apart from speed, trust is also extremely important when making a sale. Customers want to know that the product they are taking is what they actually want and are looking for. That’s why if you have credentials to put up front, you should do so. This goes in with testimonials, but it could include info like:
- “As seen on,” “Reported in,” and so on. If your supplement was either directly mentioned in an article or report that gave it positive press, or if your supplement is of the same type as a new breakthrough or trend, include that information so that you can ride the wave of positive press for your sales. For example, raspberry ketones have been popular in the past, and reported on in dozens of health magazines. It’s even been mentioned on popular daytime TV shows. Use that to your advantage by putting it up front for visitors to see, to build trust right off the bat.
- Don’t mislead users into thinking your supplement is something that it is not. If you’re selling a weight loss booster that’s meant to be taken with other supplements, or if it’s specifically targeted at those who do heavy exercise and want to burn more energy, then it should be dressed up in that very same way, or you could be missing out on some important traffic numbers. Being honest matters.
- Don’t overload the information on the landing page. Not only could you be eating up far too much visual real estate by the time of doing this, your visitors may not be interested in the exact formula that you use to achieve a result with a supplement. Sometimes, it’s best to just keep it brief and provide more information in other ways, such as a link to that more detailed chemical makeup that you’re proud of. Information overload can lead to more time that a visitor spends questioning whether or not they want to make the purchase, which invariably leads to more “No” responses than it does “Yes.”