For businesses that operate online it is of paramount importance to turn traffic into leads and sales. Internet strategists and copywriters, Bob Bly, presented an online webinar on creating landing pages and writing that generate leads and then convert these leads to sales. I’ll summarize here the key concepts I took away from his presentation.
The purpose of a landing page created mostly for conversion of visitors. After driving visitors to our landing page via various channels like email and the use of social media, our goal is to turn this visitors into leads and, eventually to sales.
How effective your landing page is can motivate visitors to take what you want for them to complete will reveal the effectiveness of it is at converting visitors bigwin.id Here’s an easy formula to quantify the conversion rate of your landing page:
C = 4m + 3v + 2(i-f) – 2a
C – rate of conversion
M – prospect motivation
V – value proposition
I – the motivation to take action
F – friction
A – Anxiety
The equation above tells us that the conversion rate is dependent on five elements including: motivation of the prospective customer the value proposition, motivation to act as well as friction and anxiety.
1. Prospect Motivation
Motivation of the prospective visitor is the most important element in converting visitors. It is a matter of how effective you can convince your customers. Your motivation should grab your readers to pay attention and encourage them to join your site or to subscribe to your emails. Your motivation will positively influence your customers regarding your services or products and influence their buying decisions.
2. Value Proposition
Value proposition refers to the clearness on behalf of your potential customers, about the value that your services or products you plan to offer. What benefits can they expect by using your services or products? Are your services or products worth the money?
3. Incentive to Take Action
What benefits will your guests gain by responding immediately to your message? Do they receive discounts? Do you offer bundles of products? Do you offer limited-edition products?
4. Friction
Friction refers to any issue that might prevent users from signing up to your website or taking action on your offers. Therefore, friction could make people ignore your offer. For example, if you offer a bait item however, the visitors have to sign up in a box that asks for lots of details, this could cause them to be a bit disgruntled.
5. Anxiety
Some visitors may be hesitant to sign up to your site as they fear joining could result in receiving spam e-mails. Also, putting the personal information they provide on your website isn’t secure.
Hot Spots of a Landing Page
There are at minimum seven crucial areas on an effective landing page. When developing a landing web page, here are the elements worth being assessed and tested:
1. Banner
The content that is over the headlines on your website, gives credibility to your business , or to yourself.
2. Headline
It is the main element of the landing page. It’s where visitors pay’ focus.
3. Subhead
It describes what your website is about. It should be able to capture the attention of the viewers and draw them into the body text.
4. Body Copy
It explains and discusses everything about your deal. What are the benefits that visitors can get from your products or services?
5. Close
In this section where you request an action. What benefit will visitors gain when they respond immediately to your request?
6. Image
It is possible to include images of your products. They can further convince visitors to purchase your products or sign up to your website by giving visitors with a glimpse at the advantages they might receive.
7. Form Position
You gather information from your customers by asking them to fill out a questionnaire. Apart from making your form visible be sure to only request the most essential information from your visitors. Forms that request tiny details may be disconcerting to them and discourage them from filling the form.
Tips on Creating a Landing Page
1. Select the Best Image
The most effective picture for your landing page must give viewers a glimpse at the advantages they could receive from purchasing your product or subscribing to your website. We used to say”a picture paints more than a thousand words. Therefore the most effective image must captivate your visitors’ imagination as well as inspire their creativity as they envision the benefits of your product or bait pieces.
2. Use Online Video
Some of your customers are able to sit through your content marketing completely. Video presentations are an effective method of convincing visitors to sign up to your website or to inform potential customers about the benefits they could receive from your products or services. Furthermore, a video-based marketing boosts the chances of your website being listed displayed on various types of results such as video blogs, web or forums.
3. Keywords Should be Relevant to Content
Your keywords for advertising must be linked to the keywords you are targeting throughout your text. Keywords or phrases are used by searchers to search for specific information online. This means that they mostly search for content that is of high quality. The ability to make your ads relevant to your keywords for content will not only improve the popularity of your product or service however, they will also increase their value also. Your content can directly or indirectly mention the benefits people can enjoy from your products and services.
4. Be sure to have the correct length for your landing page
Content length determined by how long you write your email marketing messages that aim to lead readers to your website as well as your landing page. If your e-mail marketing content is lengthy enough, and contains all the details of your products and services is best to provide a concise information of your landing pages. This is due to the fact that visitors who are directed to your website via hyperlinks in your e-mail marketing most likely have read your e-mail messages. This means that you shouldn’t repeat the contents in your email marketing on the landing page. So, if you’ve only a short e-mail marketing piece it is important to elaborate on the benefits of your products as well on the landing page.
5. The Power of One
Create a specific type of product or services, and market it to a specific audience by using a single idea or method at the same time. Promote your product or service to the people most likely be interested in them most.
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