For online businesses, it is of prime importance to convert traffic into leads and sales. Internet strategists and copywriter, Bob Bly, presented a webinar on writing and designing landing pages that effectively generate leads and convert them into sales. I'll outline here the core ideas I learned from his webinar.
A landing page is intended primarily for visitor conversion. After driving traffic to our landing page through various methods like e-mail and social media marketing, we aim to convert this traffic into leads and eventually, into sales.
How well your landing page in inciting visitors to do the action you wish them to carry out will tell you how effective its conversion. Here's a simple equation to quantitatively figure out your page's conversion:
C = 4m + 3v + 2(i-f) - 2a
C - conversion rate
M - prospect motivation
V - value proposition
I - incentive to take action
F - friction
A - anxiety
The above equation tells us that conversion rate is determined by five factors: prospect motivation, value proposition, incentive to take action, friction, and anxiety.
1. Prospect Motivation
Prospect motivation is the most important factor in visitor conversion. It pertains to how well your motive in persuading your visitors. Your motivation should get your visitors' attention and inspire them to sign up on your page or subscribe to your updates. Or your motivation should positively affect your visitors about your products or services and in making purchasing decisions.
2. Value Proposition
Value proposition denotes the clarity, on the part of your prospects, of the value of your products or services intend to deliver. What advantage they can get from using your products or services? Is purchasing your products or services worth their money?
3. Incentive to Take Action
What advantage your visitors can get by immediately responding to your call? Will they get special discounts? Do you offer product bundling? Or are you offering limited edition products?
4. Friction
Friction refers to any difficulties that could prevent visitors from subscribing to your site or responding to your offer. Thus, friction may cause visitors to ignore your offer. For instance, if you're offering a bait piece but in return visitors must fill out a sign-up box asking for a lot of information, this may dismay them.
5. Anxiety
Visitors may be hesitant to subscribe to your page because they're thinking that signing up could lead to receiving e-mail spams. Or putting in some of their personal details on your site is unsecured.
Hot Spots of a Landing Page
There are at least seven important areas of a landing page. When designing a landing page, these are the variables that are worthy to be considered and tested:
1. Banner
What comes above the headline on your page, adds credibility to your business or to your self.
2. Headline
It is the most important area of a landing page. It primarily receives the visitors' attention.
3. Subhead
It explains what your page is all about. It should able to catch the visitors' interest and draw them to the body copy.
4. Body Copy
It presents and discusses all about your special offer. What are the benefits visitors may get from your products or services?
5. Close
It is in this part that you ask for action. What advantage visitors may gain by responding immediately to your offer?
6. Image
You may include the images of your offers. These may further persuade visitors to buy your products or subscribe to your site as you provide them a glimpse of the benefits they may get.
7. Form Position
You collect information from your visitors by having them filled out a form. Aside from making the form noticeable, make sure that you only ask for the most important information from your prospects. A form that asks for trifling information may dismay them and prevent them from completing it.
Tips on Creating a Landing Page
1. Select the Best Image
The best image for your landing page should give visitors a glimpse of the benefits they may get from purchasing your products or subscribing to your site. As we used to say, a picture paints a thousand words; so, the best image should engage visitors' imagination and stimulate their creative thinking as they imagine the benefits of your products or bait piece.
2. Use Online Video
Not all of your visitors are patient enough to read your marketing content all the way through. A video presentation is a great alternative means of persuading visitors to subscribe to your site or prospective clients about the benefits they may get from your products or services. Moreover, a video marketing increases the chance of having your site on different types of search results like video, web, blog, or forum.
3. Keywords Should be Relevant to Content
Your Advertisement keywords should be related to your targeted keywords in your content. Searchers use keywords or phrases to find specific information on the internet. That is, they primarily look for quality content. Making your Ads related to your content keywords will not only boost the online presence of your products or services, but their salability as well. Your content itself will either directly or indirectly speak of the advantages people may get from your products or services.
4. Have the Right Length for your Landing Page
The length of your content is largely shaped by the length of your e-mail marketing content that intends to direct recipients to your site and your landing page itself. If your e-mail marketing is long enough, presenting every detail of your products or services, it's better to have a brief content on your landing page. This is because visitors directed to your site through links in your e-mail marketing, likely are those who read well your e-mail content. So you need not to repeat the content of your e-mail marketing on your landing page. Hence, if you have a brief e-mail marketing content, you should elaborate the features of your products or services on your landing page.
5. The Power of One
Have one kind of products or services and sell it to one kind of audience through one kind of idea or strategy at one time. Market your products or services to people who will likely to have interest on them the most.
Landing Page Strategy
Capture E-mails through a Preview Page
A preview page or squeeze page is just like presenting a sign-up box to visitors. Persuade them to sign-up, putting in their names and e-mails, through subtle marketing statements. You can offer a free e-book as your bait piece or a free access to an exclusive content if visitors would sign-up for a no-commitment subscription.
Your preview page will help you to gather information necessary in e-mail marketing. Use e-mail marketing to further promote your free content or make follow-ups on those who didn't directly respond to your marketing spiel.
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