Making your landing page successful is easier than you think, but there are certain factors to take into account. Every customer has very specific wants and needs, so knowing your audience is the start of your success. However, the knowledge of your audience must also translate onto your landing page. Read on and discover how you can make your landing page more effective and convert leads into sales.
The four buying modalities
There are four basic customer categories that you can use to translate the knowledge you have of your customers onto a landing page. Any customer can basically be placed under one of the following four categories: the competitive customer, the spontaneous customer, the methodical customer and the humanistic customer. 
By placing your target audience in the right category, you can be sure that visits will translate in action. If your current landing page is not meeting your demands, than it is definitely worthwhile to examine the following customer categories.
#1 The Competitive Customer
Customers who fall under the competitive category live their lives according to high standards. They do not only impose these standards to themselves, but also on other people. For that very reason, your landing page must meet the high standards that this competitive customer has come to expect, otherwise they will not take the time to look at your products and/or services.
The competitive customer will ask two main questions when they visit a landing page: “What can your company do for me?” and “Why are you better than other services?” They see your product or service as something that can help them reach their next goal, so it should be presented as such in order to be successful and effective.
If you have some successful and famous clients, be sure to mention them on your landing page. This will definitely convince competitive customers who always want to better themselves. Competitive customers like to engage with big players, so you must appear to be one in order to keep this customer.
#2 The spontaneous customer
A spontaneous customer is quite adventurous and very impulsive, which means that they are very susceptible to so-called impulse buying. They do not like making decisions and so love quick shopping. Knowing this can definitely play to your advantage and translate in a huge amount of sales.
The two questions this type of customer will ask are: “What can you do for me at the moment?” and “How can this give me more enjoyment in life?”
When speaking to a spontaneous customer, it is best to use guarantees. A good example of an effective one is the money-back guarantee, which shows the spontaneous customer that they are safe if they don’t like your product or service. You can also use special and timed offers, since spontaneous customers will be more inclined to buy or use a service if it is available at a special price, for a short period of time.
In short, the landing page for the spontaneous customer should be simple and offer something they cannot resist. They will then take action immediately.
#3 The methodical customer
When you are dealing with a methodical customer, then you are dealing with a planner. They like to see things organized and structured, especially when it comes to services. This type of customer also does their research and they will read everything on your landing page, carefully evaluating every little detail. They overthink every decision they make, but this can also play to your advantage.
Even though the methodical customers overthinks everything, they only need the answer to one specific question: “How can you help me to solve my problem?”
In order to speak to this customer, you will need a detailed structure of your products and/or services in order to convince them to use your company. You will also have to promise them that you are the best in that industry, because the methodical customer will only use the best possible service on the market.
Something that is very effective for the methodical customer are testimonials. However, do not try to use fake testimonials, because methodical customers will see through that trick right away. Get some testimonials from existing clients and display them on your landing page to pull those methodical customers towards your business.
#4 The humanistic customer
The humanistic customer needs to see the face behind a business, because they need personality in order to feel they made the right decision. In order to sell your company to this particular client, you will need to stay true and authentic.
Questions that the humanistic customer will often ask are: “What people have used your company in the past?” and “How can your company help me fix my problem?”
The most effective landing page for the humanistic customer contains plenty of testimonials, written by real people who have used your services or products in the past. They also like to see some pictures with the testimonials, because they prove that they are genuine.
Your landing page must also contain information about you and your company. Show the humanistic customer that you care about their interests or share a personal story that convinces this particular client.
Fine-tune your advertisements as well
The landing page does not make one bit of difference if your advertisements are not up to the task. These advertisements will pull your customers in, so they need to match the personality of the customer you are targeting.
Ensure that the title and description of the advertisement fits the humanistic, spontaneous, competitive or methodical customer. This may require some thought, but keep this consistency in your advertisements and you will see a huge increase in traffic and conversion.
Are you advertisements not living up to their potential? Ask yourself if you are targeting the right customer category or if the title and description fits the particular customer you are trying to reach.
Placing customer in categories
Placing your customers in a certain category cannot only make your landing page more effective, it will also translate in leads converting to sales. Putting a client in a certain category is not that easy though and you will often have to do a lot of research before you can determine in which customer category your target audience will be placed.
There are certain things that may help you to determine the customer category of your target audience. The questions that were asked by every client type is a good way to determine if this describes your particular customer. You can also refer to the products and/or services you are selling, because these will point you right towards the mind-set of customers.
If you have categorized your target audience correctly and have implemented the necessary measures to reel them in, you will have no problems reaping the benefits of these customer categories.