Successful DTC marketers rely on digital experiences that connect with a customer’s needs. That goes double for those who don’t have their name on a retail store or the visibility of shelf space.
According to direct marketing expert Polly Wong, “Many DTC brands are focused on relevant themes like inclusivity and sustainability more than traditional retailers, and these topics matter, especially to younger consumers.” These causes are not only critical on their own merits—they also demonstrate shared values and show the customer that the brand “gets” them.
Reaching consumers goes beyond tailoring ads for segments. The models for customer engagement vary, but the basic lifecycle pattern remains consistent: “attract, engage, convert, retain.” If your DTC brand focuses only on the ads in the attract phase, you’re missing out on many of the other benefits of personalization that customers love about DTC in the first place.
A personalized landing page strategy can support each stage of your funnel and lead to higher conversion rates, an increase in ROAS, and even better business outcomes. Here are some examples to give you inspiration.
Tailor the benefits to the audience
From the time of this writing to 2024, analysts project media spend will increase by $35 billion. Marketers spend most of that on awareness, consideration, or conversion ads. Based on average conversion rates of 2% to 4%, that means up to $34.3 billion of digital ad spend never amounts to a conversion. Intentionality at the awareness, consideration, and conversion phases will improve your results and prevent significant wasteful spending.
To some degree, each step in the DTC funnel is about educating your audiences about what your brand can do for them. Nowhere is this more true than in the awareness phase.
If you want to earn the conversion, you must specifically explain what your product/service can do for the audience. If used correctly, personalized content can increase conversions significantly, not by rattling off features that seem relevant, but by sharing how the product improves their lives.
A landing page structure for one of your awareness audiences might look something like this:
- Special offer or overview of the product benefits in the header (with CTA)
- Details on what the product is and what problem it solves
- More explanation on how the benefits solve specific pain points
- Highlights of the brand itself and its vision
- CTAs to take a logical next step, like sharing their email to receive a special offer on their first purchase
You will want to strategically position CTAs throughout your content, so the visitor can convert at any time.
Time to deepen the connection
The consideration phase is the point when the potential customer decides if your brand has the appropriate product to solve their problem, or if yours is the right brand to purchase from. Since DTC brands don’t rely on physical retail for most of their business, it’s vital to illustrate how the product can fit within each visitor’s life and start overcoming objections as they weigh their options.
Think of this stage as the digital version of test-driving a car. Your landing page is the sales rep that can tell a potential customer how the car drives, show them how the features work, etc. before they drive off into the sunset in their new ride.
While a landing page structure will vary more at this phase, consider including sections with the following topics to deepen the visitor’s connection:
- Social proof, which can include a mix of testimonials from influencers, excerpts from customer reviews, or high ratings on your product pages
- User-generated content, such as social posts, TikTok videos, or even influencer blog posts explaining a real person’s experience with the product
- Video demos from your YouTube or TikTok channels that show a product in action or explain how to use it
- Links to case studies, or even independently verified lab reports/clinical trials, that prove your product’s efficacy
Remember, you don’t need to spend too much time on who your brand is, since this audience has a little more familiarity with you. A simple recap is just fine.
Lock it in
Most of the time, when we’re talking about conversions, we mean a landing page visitor taking a desired action, which can happen at any phase of the funnel. Let’s talk specifically about one kind of conversion—making a sale.
To maximize sales conversions, not only should you feature a consistent CTA, but you should also make sure it’s easy to find. This clear objective reduces friction at the pivotal moment in the sales process, preventing your soon-to-be customers from feeling pulled in too many directions.
Additionally, exercise precision with any messaging that doesn’t directly drive a sale. It’s okay to include some additional details, because your customer might only want to know dimensions (or other very specific details) to convert, but don’t include too much.
Weigh whether the customer has already received the information earlier in the sales process. Visitors should be relatively familiar with your brand at this point, so brand messaging is less of a priority. You don’t need to repeat yourself. If you haven’t provided much detail, ask yourself, “Do they need this new information to make a decision?” If the answer is “no,” leave it off.
For example, a conversion-phase landing page structure might follow this outline:
- Header with recap of the offer + CTA
- Product/offer description + CTA
- Add on deals/incentives that support the use of the main offer + CTA
- Additional social proof point to reiterate urgency + CTA
Personalize to encourage repeat purchases
Creating personalized landing pages doesn’t stop when you make a sale. For sustained success, DTC brands must drive repeat purchases and bypass immediate retail options that provide more immediate gratification.
Having a great product is a given. But customers need an incentive to use your product and get the full value out of it. Once they experience the catharsis of solving a real problem they face, they’ll either purchase another item from the brand or repurchase the same product (if it’s one-time use).
Now is the time to make sure your customer uses what they purchase. Creating specific landing pages can serve many purposes, like:
- Making the product seem more user-friendly with how-to videos
- Providing customers with special offers for repeat purchases
- Offering content that highlights use cases for a product that serves many different purposes
- Sharing add-ons that help the customer get more mileage and use out of their purchase
- Updating customers when you release a new SKU or special-edition line
Think about how you can use these ideas as you build email nurture campaigns. Don’t let your customers fall off your radar—if they like your product, you’ll capture more sales by showing them you care about their experience.
Create brand ambassadors
Experienced marketers know repeat customers are their bread and butter. That’s why the best marketers turn repeat customers into brand ambassadors who amplify their other marketing efforts.
When customers are willing to recommend you to their friends and family, you’ve won them for life. It’s kind of like social proof, IRL.
When you engage the audience at this stage, your landing pages can become platforms to encourage social amplification. What could this look like?
- If a customer shares on social via the tools on your landing page, you might give them 20% off their next purchase
- Create an exclusive content hub for your most loyal customers, featuring downloadable phone backgrounds, interviews with brand partners or influencers, and local event opportunities with free swag
- Offer special, one-time discounts/flash sales on new releases before they come out to the public
Regardless of how you choose to engage your customers, landing pages are a scalable way to create those opportunities without having to go back to your website developer for a specific website.
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Personalization impacts every phase of the DTC customer lifecycle and builds strong bonds with customers. Brands who do this well are the reason DTC has become such a force of nature in the ecommerce world.
If you’ve found this post, you are likely looking to identify the gaps, so you can improve campaign performance. Let Postclick perform a free conversion analysis on your landing pages. It will include a live page review, an audit of your ad campaigns, page performance and speed insights, and a competitive benchmarking report. Request your free conversion analysis here.