What is your customer’s primary objective?

When you’re constructing a landing page to split test with there are a number of variables you need to consider before starting testing.

Once of these is understanding what your customer’s objectives and motivations are for buying your product or service.

The objective your customer has depends on two things:

  1. The product or service you’re selling; and
  2. Their situation for needing it

Let’s look at an example from the customer’s perspective.

Say I’m browsing for a cake tin. It’s fair to say that it’s likely I’m about to bake a cake. That’s why I require a cake tin.

My primary objective is to find a cake tin that will satisfy the needs I have in baking that cake.

Peripherally, I would also like to know various other attributes about this product.

Like:

  • What other types of cakes I could bake with it?
  • Can I make bread in this tin?
  • Is it suitable for baking slices too?
  • Is it made from silicon so I can pick it up when it’s hot?
  • Is it non stick?

Although this is a simplistic example, you can see how I have a primary objective of finding out if this tin will suit for baking the type of cake I’m baking. There’s also a least a dozen different secondary objectives as well that I consider in my purchase.

If you address the primary objective of your customer first and foremost it will get them into the frame of mind that they can continue reading your landing page.

If you don’t address the primary objective first, then your customer might assume that this product or service doesn’t serve their purpose, even though it is revealed further down the page that it does.