If you want to make money online, you’re going to use landing pages as a part of your targeted marketing campaigns. So, if you’re unhappy with your sales or conversion rates, the first place to look is your landing pages.
The following tips will help you quickly set up effective landing pages that can be used for almost any product or service.
The Basic Structure of a Good Landing Page
A landing page should be setup in a way that has a natural flow. Your visitors should want to get to the bottom of the page. This means placing your content in a specific order to increase conversion rates. Here’s an outline of a typical landing page:
- Customer testimonials
- Features and details
- Final call to action
While you can always tailor this structure to meet your needs, this is a good starting point. Start with this structure and then tweak it to suit your needs.
Creating a Killer Headline
One of the most important parts of building a landing page that converts is creating a killer headline. You need something to grab people’s attention. The headline should offer a promise, hint at a solution, or spark interest in a specific topic.
Writing the Introduction
The first paragraph or two should present several problems or issues that your product or service can solve.
For example, if you offer a weight loss supplement, you could discuss the difficulty of sticking to a diet or losing weight. For productivity software, you could talk about how a drop in productivity can lead to a drop in sales.
You are engaging your readers by presenting them with problems. They’re searching for a solution, which you’re about to present.
Listing the Benefits of Your Product or Service
After presenting the problems, you will explain the benefits of your product or service. You’re explaining how your product or service can solve the problems that you discussed. Keep this section short. You don’t need to go into detail. Include a bullet point list of the top 5 or 6 benefits.
Include Customer Testimonials
Customer testimonials, either quotes or video testimonials, show visitors that you have a real product or service that actually works.
If you have just launched your product or service, then you may not have customer testimonials yet. In this case, you could send out a questionnaire to your first customers.
Ask for their feedback and make it clear that their comments may be used for promotional purposes. You can then use this feedback to pull quotes for your customer testimonials.
Discuss Features and Details
You should include the features and details of your product or service towards the end of the page. The reason for this is that you first want to build awareness.
You’re making visitors aware of a problem in the first section. You then build interest by discussing the benefits and by providing customer testimonials. Now, you’re going to explain the solution in a little more detail. List the top features of your product or service.
Including Calls to Action
You finish your landing page with a great call to action. This is your last chance to make a sale, so take your time and write a killer call to action. Along with the final call to action, you could include a call to action at the end of each section.
These calls to action capture visitors at each stage of the discovery process. Some visitors may be ready to make a purchase after reading the benefits, while others may wait until the end of the page.
Including calls to action at each stage helps you gain customers that don’t feel like scrolling through the entire
Put these steps together build an effective landing page. In addition to these steps, you can gain even more marketing tips, including a conversion-ready lead generation system. Click here to learn about our done-for-you system.
So, you’ve got your landing page all setup. But, you’re not getting the conversions you’d like. To put it simply, if your site is not converting, then you’re not going to get enough sales.
Fortunately, there are several steps that you can take right now to increase the effectiveness of your landing pages. If you want to boost sales, use the following 6 tips to increase conversion rates.
Remain Consistent with Your Details
When promoting a product or service, it’s common to include various statistics or to provide a list of features. Just make sure that your content is consistent.
For example, if you claim at the top of your page that your software has helped thousands of people and then you mentioned that you’ve helped hundreds, people may notice the inconsistency. They don’t care which number is correct. They’ll simply leave your site.
Keep Your Content Relevant to Your Ad
Along with remaining consistent, you need to keep your content relevant to your ad. Whatever you promise in your PPC ads should also be discussed on your landing page.
Users are clicking on your ads for a reason. Make sure that you match the content of your landing page copy to the content of your advertisements.
This step can actually help lower your cost-per-click for PPC ads. With Google AdWords, the cost-per-click is partially based on the overall quality and relevance of your landing page.
You Should Only Have One Call to Action
Your landing page only serves one purpose. You should never try to promote multiple products, services, or offers on a single landing page. Focus on a single action.
If you have multiple calls to action, they should be for the same action. Otherwise, you should create a new landing page for the other actions you visitors to complete.
Create a Sense of Urgency on Your Landing Page
Creating a sense of urgency is a great way to increase conversion rates. If a visitor feels that they may miss out on an opportunity if they don’t act now, they’re more likely to complete the desired action.
You can create urgency in your titles, headers, and your call to action. Reminding visitors to act now or that your offer is available for a limited time only will help create this sense of urgency.
Include Customer Testimonials on Your Landing Page
Include a section on your landing page where you provide customer testimonials. There’s a reason that you often see testimonials on landing pages. It’s because they work.
You can pull testimonials from social media comments or send out a survey to your existing customers. Send out a mass email to your subscriber list asking for their input.
Create the Ultimate Headline for Your Landing Page
The final tip is to create the perfect headline. This is what really grabs a reader’s attention. The headline is the first thing that a visitor reads. Your headline should be direct and easy to understand.
Write several different headlines and compare the differences. Which one speaks out to you? Create multiple headlines and choose the one that works best.
Increasing your conversion rates isn’t overly complicated. There’re many different steps that you can take to boost sales.
Along with these suggestions, you should also consider using A/B split testing. This lets you compare different headlines, calls to action, and layouts. Compare different versions of the same landing page to see what works best.
Start using these tips now to see an increase in your conversion rates. For additional help, find out how to get conversion-ready prospects. Click here to learn about our done-for-you system.
If you’ve ever used an email marketing campaign to promote your business, then you’ve probably used A/B split testing. It’s a common method for testing the effectiveness of different calls to action, headlines, subject lines, and other variables.
You can use these same methods to test your landing pages. If you feel that your landing pages are not converting, then use A/B split testing to determine the what needs fixing. Get started with these easy to follow steps for A/B split testing to boost the conversion rates of your landing pages.
Decide What Variable You Want to Test
The very first step is deciding which variable you want to test. Only test one variable at a time, such as a call to action or your primary header. If you make more than one change, it’s hard to analyze the results of your split testing. Only choose one variable to change and only run one test a time.
After choosing a variable, create two separate versions of your landing page. Make a note of the date that you made the changes so that you’ll be able to analyze the results at a later date.
Link to the Two Versions of Your Landing Page
Whichever marketing channels you’re using to direct traffic to your landing page, create two separate versions linking to both versions of your landing page. For example, if you’re using PPC advertising, create two separate ads. The ads should be identical other than the URL of the landing page.
If you’re using email marketing, then send out two separate emails, linking to the two different versions of your landing page. As with the PPC ads, the emails should be identical other than the link in your call to action.
Analyze the Results of Your Test
The amount of time that you should wait before analyzing the results of your test will depend on how much traffic your website receives. If you receive hundreds of visitors per day, then you can analyze your results after several days. Though, if you get less traffic, you may have to wait for one week or longer.
In order to analyze the results, you’ll need some form of analytics software, such as Google Analytics. Look at the statistics for your two landing pages. Don’t pay attention to the total visits. You should only look at percentages.
Focus on the conversion rates for the two pages and the bounce rate. Determine which version of the landing page had a higher conversion rate. Consider the differences between your two pages. Whichever page performed better, implement the changes to the other page. You can now perform your next test.
Continue Performing Tests to Tweak Your Landing Pages
After you complete your first test, you can continue performing A/B split testing to tweak your landing pages. You can perform as many tests you’d like, learning from the experience and discovering what works best.
Once you have perfected your header and call to action, you could consider testing the structure of your text or the content on your page. You can also test the images that you use, the color scheme of the landing pages, and any other variables that can impact the performance of your landing pages.
A/B split testing isn’t complicated. You just need to remember to focus on one variable at a time. Wait for the results and make changes based on the outcome. Use what you learn to increase your conversion rates and make your landing pages more effective.
You can begin using these methods now or if you’d prefer additional internet marketing solutions, then click on the following link to learn more about my done-for-you system.
The landing page is the first place your prospective customers will see. In other words, it’s your first opportunity to impress them with the quality of your branding.
But you can’t always control how customers are accessing your online business. Some may end up on your squeeze page while others may visit your website. Still others could find you through an article you published or a blog you wrote.
Web Pages and Landing Pages
So every page of your business should be considered to be a landing page. And every page of your business should support the same branding message.
Each landing page – or in other words, each page – needs to include specific design elements that create a cohesive whole that defines your brand. These are what we will address here.
While there are dozens, or even hundreds, of types of different web pages, all of them can be categorize into four general types of landing pages.
The Click Through
This would be the home page on your website. On it, you want to offer a general overview of what you have to offer while sustaining the branding message you want your customers to experience.
The purpose of the click-through page is right there in its name: You want visitors to click through to another page somewhere in your sales funnel, whether it be individual product descriptions, a catalogue of your products, or somewhere else.
For example, in some instances you might use the click-through page to capture organic traffic for a topic that is related to your primary niche, then use that to drive traffic back to your home page, which would be the very top of your sales funnel, along with a Call to Action (CTA) button.
The Squeeze Page
The squeeze page is a web page on which you offer visitors for free something related to your niche that they will consider to be valuable in exchange for their contact information.
For example, if you are working in the health and fitness niche, you could offer a five-part video course on how to get rock-hard abs in exchange for their email address.
Or if you are working in real estate, you could offer free leads to realtors in exchange for their phone number.
The Sales Page
The sole purpose of a sales page is to get visitors to act on your CTA. Typically, it will use a predictable structure that draws visitors into your content, provides them with irresistible arguments for acting on your CTA, then forcefully and clearly calls on them to take action right away.
The sales letter has been around for a long time. It certainly pre-dates the Internet. But it’s longevity is a direct result of its effectiveness. In my opinion, web-based sales letters are more effective than any other platform.
Think about it: The only reason anybody would ever land on your sales page would be because they are online looking to buy the type of products you are selling! So, really, all you have to do is to convince sales page visitors to do what they already want to do in the first place!
A consumer, also known as a “Business-to-Customer” page or B2C page, is similar to the sales letter in length. But unlike the sales page, the B2C’s purpose is to close the sale right then and there.
And if that’s not possible, it at least attempts to get visitors to accept a free trial or other tactic to capture the visitor’s email sDFY o it can be fed into the autoresponder and followed up later.
Creating effective landing pages is the first step in setting up your sales funnel. Once you can produce high-quality designs that convert quickly, you are ready to take the next step in setting up your Internet marketing business platform.
Get the Facts
How important are landing pages to sales funnels. Consider these statistics:
68% of Business-to-Business (B2B) companies use landing pages to generate new sales leads
Business that have between 31 to 40 landing pages attract 700% more leads than businesses that have only 1 to 5 landing pages.
Businesses that have more than 40 different landing pages attract 1,200% more leads than those with only 1 to 5 landing pages.
Always Be Landing
Keep in mind that every web page is essentially a landing page. Your web pages are the core of your sales funnel. So when you are building your online business, you need to consider using the following tools and services in order to get the results you want.
Of course, you could just strike out on your own and do it all yourself, using trial and error and trying to push you way up the learning curve. But that is going to take you two to five times longer. And then when you figure out that what you are doing isn’t working, you may have more flexibility, but you will also have less agility than your competitors.
Or you can use existing tools that will do the job for you without the effort, stress or worry. Plus, they can create your better, high-converting landing pages much faster than you probably could do on your own.
Tools for Creating Landing Pages
There are many different websites and other tools you can use that will automatically create landing pages for you. Some are great while others are terrible.
Here is a list of three of the best ones.
This page builder comes with a free trial offer. After that, it costs about $14/month, depending what you want to use it for.
Instapage is extremely user-friendly and instinctual. It also offers built-in A/B testing. Plus, it can integrate seamlessly with our website domain. Plus it has a WordPress plug-in, which is very helpful if you are using this open source site to build your web pages.
LeadPages has a large selection of pre-made, high-converting templates that you can start using right away. This comes at the cost of not having as much control over the design of your pages. But if they convert and make you money, who cares?!
Another benefit is that LeadPages allows you to roll out new landing pages very quickly. You just plug in your unique copy and go. Like Instapage, LeadPages also uses a WordPress plug-in. Bonus!
Here you will find custom-made sales funnel and landing page design services. Petovera produces high-quality custom landing pages rather than pre-made templates.
You tell them what you want and they will tailor your pages for you based on your objectives and brand message. They have an award-winning team of writers who can handle all of your content creation.
Obviously, you have to pay dearly for this service. But if you have more capital than time, it’s often a good investment.
A squeeze page is a page that tries to convince visitors to give you their name and email address in exchange for something they perceive as valuable, such as a free report, eBook or a video. They are also sometimes called lead capture pages or a name squeeze pages.
The purpose of a squeeze page is to quickly build a list of email addresses, preferably from people who have an interest in your product niche.
Once you have captured an email address, you can use it to send out emails promoting your products and services indefinitely, or at least until the person unsubscribes.
Squeeze Page Software
There are many different squeeze page software programs available, some free but mostly paid. They promise to generate effective squeeze pages for you that are “guaranteed” to capture a lot of email addresses.
The software works sort of like resume-writing software. In most cases it will give you a boilerplate template that you can personalize to fit your own needs.
In other cases, the software will give you pre-built squeeze pages based on the most popular niches – weight loss, acne cream, dating, and so on – that you can post your links on and tie to a place where you can collect email addresses and start building a list.
Like resume-writing software, squeeze page software is most helpful if you have never written one before. But once you get used to writing squeeze pages, it’s not difficult and you don’t really need to spend money on software to do it for you.
Benefits and Drawbacks of Templates
As for the pre-written templates on the biggest niches, they typically already have SEO, which can help their ranking a little on Google and elsewhere. But if the same templates are being used by lots of different people, how does that differentiate your product? In most cases, it doesn’t.
Squeeze page software is so common these days that you usually can get it for free if you look around hard enough.
Rather than using the software for your products, a better plan is to take a look at the kinds of squeeze pages they offer then steal their best ideas to create a squeeze page that is custom-fitted to your particular product and niche.
Brevity Is King
If you are creating your own squeeze page, remember that they are similar to sales letters except they are much shorter, usually only one or two pages.
The structure is basically the same as the sales letter:
- Present a problem that would be common for people visiting your page
- Offer your product as the solution
- List its benefits (how it will improve their life) not just its features (what it does or has)
- Conclude with a Call to Action (what you want them to do, in this case give you their email address)
You need to offer something for free to incentivize people to give you their email address. This can be a free report or eBook you can either create yourself or pay somebody to write, or a how-to video.
In either case, the free giveaway should be related to your niche and should have high perceived value to the prospective customer.
Value of Autoresponders
You may be familiar with a low-function autoresponder that probably came free with your email account. You know: The one that tells people when you are out of the office or on vacation. The autoresponders we are talking about here are much more sophisticated than those.
Unlike list building and squeeze page software, you will need to use an autoresponder to manage your email address capture and delivery system.
There are lots of different programs available, but one of the most popular and reliable comes from AWeber. It costs about $19/month. For that price you can use it to send unlimited emails to 500 email addresses. Obviously, if you need more, you can buy a different package.
I personally use Get Response and if you want to try it out you can use this link: Get Response. That way you get a €25 credit (it’s about $27-28 when I write this).