3. Develop the content for the “landing page”. Based on the differences outlined in Part “A”, question #2, address how the content including the various web content elements will be different. Identify what you have done different and provide in-depth reasoning for your approach, goals, the content and the desired results. You will provide the content for the landing page in the same format as the website. (10 marks)
The Wizpr Ring landing page is created to serve one singular objective that is backed by every section, every headline, and every piece of copy on the page and that is to convert a consumer who has arrived through a targeted email campaign or paid advertisement into a VIP pre-order at $99. This page was sent to existing subscribers which means the visitor already has made some sort of commitment with the brand. They have expressed prior interest by subscribing. This page is made to convert them from interest to action that is a financial commitment before a countdown timer reaches zero.
Section 1: Hero section, “you’ve been selected for VIP early access.”
A website’s hero section exists to introduce the company and product to any and every possible audience group at the same time. The landing page hero operates on an entirely different reason and it is clearly understood in every world of the headline compared to traditional website hero sections that are broad to the mass differentiated audience groups. “You’ve been selected for VIP early access” is written to create a feeling of exclusivity to the user that persuades them to keep on reading the content below. The visitor is being told that they specifically have been chosen for something that is not available to everyone which is aligned with this landing page because the visitor arrived through an email campaign sent to existing subscribers meaning that the statement is factually correct since it arrived in their inbox and not on their social media feed for everyone else to see. This offer is only available through this specific page to this specific group of people. A website cannot replicate the same type of headline that connects with the visitor more emotionally because the website is being looked at by anyone who searches the brand name or follows a link from a article. Placing “you’ve been selected for VIP early access” on a website homepage would immediately contradict itself when a non subscriber arrived and read it which hurts their credibility of the exclusivity claim because they can now be seen as an untrustworthy brand due to their false promise of it being accessible to everyone at any given time. The countdown timer is a element in this section that reflects strategic difference 1 from Part A question 2 because a website is built on its long term viewability in having a business online that anyone can engage with anywhere and anytime as opposed to a countdown timer does the complete opposite. This element puts fear and urgency into the subscriber to make a decision on whether or not they want this limited time offer that only they have received which drives them into the conversion decision because this offer won’t be available after the time expires. Without the timer, a consumer who feels interested but not yet certain enough to act right away can close the tab and come back later which can result in them never returning. The timer counting down in front of them, the cost of leaving is $40 and is visible in real time. The landing page has no navigation or separate pages for the visitor to find which means that every piece of information that is in the landing page is specific to whoever was able to open it because they are one step closer in taking action than random visitors scrolling through the website since they signed up for their email list that shows much more commitment than that random visitor.
Section 2: “your VIP package includes”
A website product features page is created to serve the multiple audience groups that involves having different types of content made to communicate the same message to different audience groups with different needs. The landing page features section only has elements that resolves the specific objections a consumer carries during the decision making process and that being spending $99 on a pre-launch AI ring. Every feature is chosen and worded specifically because it removes a barrier to the $99 commitment. The VIP exclusive perks answers the common question on the page, why should I order at $99 right now instead of waiting until this product appears in stores at $139? This question is much more relevant on a landing page because the consumer on this page has already expressed interest by subscribing, meaning that the barrier that is preventing them to commit is financially. The VIP exclusive perks addresses that barrier with five specific answers.
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