10 Reasons Why You Need to Ditch Static Landing Pages for Interactive Calculators!
A good landing page gets low conversion, usually in the range of 0-12% (with an average of about 2.35%). To increase conversion rate, it requires a lot of “conversion hacking” which sometimes takes your user experience over to the dark side. Think clickbait titles, inflated promises and arrows pointing to CTAs.
Calculators on the other side enjoy conversion rates that are almost a magnitude higher. We have seen conversion rates of almost 40%. This completely transforms marketing ROI!
Here are our findings that have compelled hundred of marketing departments to ditch static landing page for interactive calculators!
Landing Pages make generic, bold claims to get your email!
When you ask someone out, do you make outlandish claims about how rich you are and how many cars you own? Hopefully not! So why do you do it on your landing page?
Unfortunately, a landing page’s value addition to your user for all marketing purposes is near-zero. This spells out as bad branding on your part.
Calculators answer an important question for your users.
The genius of interactive calculators lies in that they add value to your customers by answering important questions for them. Your sales pitch becomes a lot more subtle 😉
Moreover, they let you talk about the customer, not yourself, which builds trust from the get go.
Landing pages are just about consuming content
Did you ever like the teachers who just spoke the entire time and never “interacted” with the students. Don’t be that teacher.
Landing Pages only relay information in a marketing/sales tone which no one likes. Moreover, such a tone only raises more eyebrows!
Calculators are interactive
Calculators immerse you into a digital experience. They are also more attuned to human psychology as we are inclined to get involved with the idea that we’re looking for solutions ourselves than through a sales pitch.
Our data shows that more than half of the people who start a calculator, finish it! Now thats engagement!
For landing pages, one size fits all
But does it really? Landing Pages are the same for everyone, no matter who the buyer. There is no personalization. This makes them redundant and overbearing from the get go.
The same pick up line will not work on every crush!
Calculators provide personalized outputs
Calculators make your customers feel important by giving them an output that is only for them.
They are also able to “talk” to your customer. You can ask for the customer’s name and then personalize the following questions like “Hey <First Name>, what is your age?”
Landing pages provide very little data
Well, name and email is all that you can get from a landing page. If you’re customers are anything like me, they are probably not even giving real information!
How useful is that for your sales? Try to add one more field and you lose like 5% conversion.
Calculators make you data rich
In order to get a genuine result, your customers, more often than not, will fill in real, genuine data. You do not need to have shiny CTAs and make bold promises that you cannot keep!
Rich user data opens up awesome possibilities to really make your sales extremely targeted.
Landing Pages are not share worthy
Don’t expect your landing pages to get shared on social media, or email, let alone communities like Product Hunt & Reddit.
No influencer wants to share someone else’s blatant pitch! Period.
Calculators get shared. A lot
If something adds value, people want to share it with their network. Not because they love your brand but because it helps them build their’s.
Hence, with the right promotion mix, calculator have a very good shot at going viral!
Landing pages make your users wait
What will happen after your customers fill your form?
They wait. Wait for you to get back to them sometime over the next “24-48 hours”. Will you ever make your date wait that long?
Calculators Provide Instant Gratification
Calculators are all about instant gratification.
Your customers get value out of it instantly. There’s no wait, and no endless scrolling which naturally brings higher conversions.
Extremely high bounce rate
There is no guaranteed process to ensure a low bounce rate. Moreover, landing pages run huge risks of visitor distraction. Marketers use a multitude of design elements, visuals and interlinking to make their static landing pages attractive to inbound traffic. But, more visual stimulus and action options your visitors have to process, the less likely they are to convert.
Lowest bounce rate in the industry
Calculators work in a step-by-step process and incrementally express the importance of your product to ensure conversions leading to a low bounce rate. And more importantly, it keeps users engaged and focused in inputting data. It then provides them with the right insights they were looking for leaving them satisfied and willing to convert.
No new audience
Landing Pages can miss attracting an audience outside of who you are directly targeting or appealing to.
Calculators bring in new segments
Because of their ability to generate referral traffic and shares, a web calculator can attract unsuspecting customers outside of your focused demography.
LPs can only be consumed once
A customer will not come back to read a page that that he has already read.
Also, landing pages are static. Which means the content gets stagnant and needs constant updating or it will wreak havoc on your SEO.
Calculators get repeat visits
One can use the calculators ‘n’ number of times. It might be that the input data changed or one just wants to play with the calculator to try out different possibilities.
Landing Pages are not memorable
You are constricted to provide in-depth knowledge in a boring listicle format. Because all LPs tend to look similar to each other they run the risk of not being memorable enough.
Calculators tell a story
Calculators tell a story. And a unique one at that. According to your product’s value and catering to your customer’s pain point – all wrapped in one interesting interactive format.
Pratham is the co-founder of Outgrow. He spends most of his time meeting with marketers and helping companies with interactive growth strategies. Have a question, facing marketers block or just curious about his life? Feel free to email him at firstname.lastname@example.org. He will respond 🙂