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EVERY THING YOU NEED TO KNOW ABOUT THE SECRET INGREDIENT INTERNET MARKETERS USE TO MAKE MILLIONS!
2013 InstaPage Inc. All content on this eBook, such as text, graphics, logos, and images is the property of InstaPage Inc. or its partners and protected by United States and international copyright laws. The selection, arrangement, and presentation of all materials in this eBook (including information in the public domain), and the overall design of this eBook is the exclusive property of InstaPage Inc. and protected by United States and international copyright laws.
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CHAPTER 1
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The worlds most successful squeeze page now has more then then a TRILLION conversions, and chances are youre one of them! Yes, Im talking about Facebook. As you can tell by looking at the image below, the Facebook homepage includes all three fundamental elements that make up a standard Squeeze Page.
A lot of Internet marketers choose squeeze pages simply because - More Leads Means More Money ( MLMMM ). I just made that acronym up! Sure, having that initial sale is great, but having a list of people that you can market to over and over again can be even better. A well made squeeze page that also offers an incentive (free ebook, sweepstakes, coupon, etc.) will easily acquire new email subscribers. This Lead-Gen focused landing page might have a funny name, but its ability to make you money is nothing to laugh at.
Consider this, if you had an email auto-responder series that sent an email a day over the course of a year, thats 365 opportunities to get your message (sales pitch) out to people. This is just the basic principle of follow up. The more you follow up with your email subscribers, the higher percentage of responsiveness of your list youll see. Obviously you dont have to write 365 emails to make this work. You can start out with, say eight or ten, and then commit to writing one new email a day. If you dont get them all written, but you even get half of them done, that is still 182 emails that will go out. Not a bad number, and considering its on autopilot, its a fantastic number. Another great thing about this is youre training your list to receive emails from you on a frequent basis. If you make sure that each email that you send out directs your reader to valuable information, either free or paid, you will increase the probability that they will open future emails from you.. AND.. you will increase your income!
This type of Landing Page has been around almost as long as the internet itself. A sales page can be extremely effective if you know what your doing. Busy people frequently scan through a sales page that has captured their attention. They want to gather the essence of the content and offer so they can make a quick decision; "Is this interesting enough to read through or shall I just dump it?" If your offer is strong and very relevant, they may read the entire page. People who are interested in your offer and prefer details, just might read every single word of your letter, provided of course its not boring. Other people though who are not so detail orientated, read as much as they need to understand what is being offered, how it benets them, what it does for them, and what it costs.
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They may not read every single word after they've gathered the relevant detail and this is where your sales page sub-headlines help, because they draw the reader into the important sections they also need to be aware of. Either way, to be successful your sales page has to satisfy both types of readers. Follow the above outline and then esh it out with more details, benets, examples, testimonials, fact, and multiple call-to-actions.
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Of the 28% who got inoculated, an equal number were from the high-fear and low-fear group. Whatever extra persuasive muscle was found in the high-fear book was clearly irrelevantthe call to action is what really made the difference
The students needed to know how to t the tetanus stuff into their lives; the addition of the map and the times when the shots were available shifted the booklet from an abstract lesson in medical risk to a practical and personal piece of medical advice that encouraged them to take action. And once the advice became practical and personal, it became memorable.
Like Leventhal, your goal when you advertise is to persuade your potential customers to do something. Your chances of success will increase greatly when you make your message practical, personal, and memorable by telling them exactly what to do, and how to do it through a clear Call to Action. Now its time to get your hands dirty building your own Landing Page. Weve included a thorough list of principles you should follow while making your masterpiece in Chapter 2.
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CHAPTER 2
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What is Your Goal? Before you even start thinking about building a landing page, you need to ask yourself one thing, What is my goal? Your goal should be the prevailing factor in every decision you make regarding your landing pages. Its your purpose for creating the landing page in the rst place. Whether it be to generate email leads or to make a sale, continue to make your reason for visitors to be there as prevalent, clear, and obvious as possible. Remember, youre on the green, just putt the ball into the hole. Before publishing your landing page its also important to get some unbiased feedback. Have someone you know (who is uninvolved with the project) look over your design and ask them what they think the purpose of your landing page is. Then, use the 5-second rule to determine if its doing its job. If your friend can pinpoint your nal goal within ve seconds of looking at your page, then youre good to go.
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The same theory applies here. A.) give your visitors as few simple steps to follow, and B.) make your content relevant to what they are looking for. The best thing that you can do to help potential customers is to serve them exactly what they were looking for. Your landing page headline and message should match exactly with the creative you used to get them to your page. (I.E. Stream Movies Online is the title/ link to your simple signup for movie streaming) This helps visitors know that they are in the right place. Whether it be a visitor who nds you through an AdWords link or banner ad, a single, targeted landing page that matches the message of your ad is a welcome sight and a crucial step to any successful conversion.
Wrong. Customers want to know how they are going to benet from giving you their money, time, or email address. Benets are about the buyer. Theyre the Whats in it for me?, or How is it going to make my life better? aspects of whatever youre trying to sell. Think about how important benets are to you when considering a job, an insurance change, etc. They are THE REASON you make the decisions you do. They are also going to be the motivation for your consumers. Dont cut the importance of benets short.
Even if you have the most amazing product, the coolest designs or the catchiest ad copy, no one is going to buy it until they know that it will save them money or make their lives easier in some way.
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SECTION 2
After putting the basics into practice there are some additional design steps you should follow if you want to take your landing pages to the next level. How and where your message and call to action are displayed can be the deciding factors of victory or defeat.
1. Dont be loud
Having a brightly-colored landing page with ashy colors and big buttons will guarantee you nothing. They only act as a distraction, and distractions kill conversions. (Two Graphics, a simple, productive landing page vs. a loud, overdone landing page, explain less is more...) Remove every aspect of your landing page that could potentially inhibit its ability to convert. Images are good only when they directly support your conversion goal and are the best alternative of displaying your message.
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Remember, if a visitor is on your page, youve already got their attention. Now you need to focus on the sell.
If youre interested in experimenting with non-traditional content placement, read Paddy Donnellys article Life Below 600px. In it he gives some really great insight as to the concept of the fold and why you shouldnt be afraid of using longer landing pages.
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It also gives you more control over the ow of your content and how visitors view your page.
5. Professional Grade
When it comes to landing pages, image is everything. This is the rst impression your visitors are going to get about you. You want to look good, dont you? The more professional, clean and organized your page is, the more likely people are going to believe your message.
6. Video Media
Video is one of the most, if not the most, persuasive forms of communication. It allows you to capture the attention of your visitors and retain their attention longer, resulting in higher conversion rates. You should try to utilize video on your landing page whenever possible. Experiments done by EyeView, a digital media consulting rm, showed that conversion rates increased by over 80% in some cases simply by adding video content supporting the call the action of the landing page. Your video needs to be well thought out, look professional and match the quality of the rest of your landing page. If you dont have the technical skills to create high quality video, dont worry. You have options. Professionally made videos are great and can really boost your brand and image if you can afford them, they can be a bit costly. Another alternative is to use a service like SnagIt to create promotional or tutorial screencasts of your online product or service. Once youve got your video content made, dont forget to upload it to YouTube and get some extra credit for all the work you put into them.
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Remember, being honest and open is one of the most important keys to using forms. If you have the resources, there are certain aspects of your form that your can tweak to help streamline the process and guide your visitor along the way.
Wire-framing the layout of your page can help keep your design focused on the right objectives. Doing this step will help to answer some of the major questions down the road and give you clear image of how youre going to point your visitor in the right direction.
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For most of your visitors, your landing page will be their rst impression of you and your product/service. Your highest priority should be to build that initial trust so they dont bounce before they read what you have to say.
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1. Reduce Anxiety
The biggest issue people have with landing pages is that they see them as scams just trying to farm their email address and throw a bunch of pop-ups in their face. Sadly true, there are some pages out there that give the rest of them a bad name. All of us, at some point in our lives have come across one of the bad ones, and for some reason or another, it left a nasty taste in our mouth. On the ip side, there are millions of legitimate landing pages on the web that are run by professional marketers who have done their research, haeve a great deal (for their visitors and for themselves), and wish to promote it. You job is to prove to your visitors that they have nothing to fear. The following points will help to identify the best ways to build trust with your prospective customers and give them a great landing page experience.
6. Brand Consistency
This goes along with a previous point about matching your landing page to your creatives. As people go from banner to landing page to website, they should never have to wonder if they are in the right place.
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Your brand, design, typography, color palette, and core message should be easily recognizable in each step of the process. Continue to repeat this theme throughout your conversion funnel to minimize bounce rates and increase user condence that they are on the right page.
9. Add a Guarantee
Your visitors are still going to be somewhat skeptical. (Good ol Buyer Beware) They fear that things might not be exactly you promised. They need a safety net to fall back on, something to mitigate the risk of giving you their information or purchasing the product. One of the easiest ways to do this is to include a guarantee on your landing page, proving to customers that they have absolutely nothing to worry about.
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SECTION 4
Unless Google (and the other search engines) are on your side, you wont have many visitors or conversions to your long term campaigns. Thats why SEO is such a critical part aspect of any online marketing project. Getting search engines to recognize your landing pages as informative and relevant sources of content may sound a bit overwhelming, but chin up, its a bit easier to do for landing pages than it is for entire websites. Google wants highly relevant and targeted content, which is exactly what your landing page should be.
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1. Text Headlines
Yep, youve heard it before, and youre going to hear it again. Headlines are the most critical element of your landing page, (next to your CTA). They capture the attention of both people and search engines and announce to them what your page is about. Place your rst headline in an H1 tag, <h1>, with all sub headings as H2, H3, etc. This will give your page an extra boost of SEO power for the keywords found in your headline.
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Your keywords should be your core focus. By optimizing your AdWords text and landing page copy youll also be cutting PPC costs. The more closely they match up, the higher your relevancy score gets, the cheaper it is to attain your desired ad ranking.
5. Everything Else...
Although you may be just starting out experimenting with landing pages, chances are youve already spent a good deal of time rening the SEO or PPC of your website or blog. If thats the case, you actually know a lot more than you think about optimizing your landing pages. A website is actually an organized collection of landing pages with a broader focus. Follow the same steps and use what works.
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Even Google hates popups. Quoting from the AdWords Editorial Guidelines, "We do not allow links to landing pages that generate pop-ups when users enter or leave your landing page. This includes any new window opened by some event on the parent landing page. Best advice. Dont use popups, or popunders.
CHAPTER 3
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rate. This is where testing comes in. You wont know until you start experimenting and trying different variations of your landing page.
2. Use Analytics
In order to test, you need analytics. This will show you which of your landing pages convert more, and which ones need help. Some of the more commonly used web analytics programs are Google Analytics and Omniture. Google Analytics is probably the one most people will use, mainly because its free and more accessible to individual marketers. Google Analytics is simple and quick to setup. It only requires a small tracking code that you can copy/paste onto your landing page. Once implemented, youll be able to get a better understanding of visitor behavior and how long theyre staying to read your message. You can also setup conversion funnels to see how well your landing page is working.
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4. Granular Analytics
The deeper you can dig into your analytics, the better. It allows you to make connections with the countless variables that affect the ability of your landing page to convert. Knowing that conversions on your vacation package sales page spike during November and February (winter and spring break), you can increase your marketing campaigns and capitalize on the season rush.
5. Multivariate Testing
Once you know what elements of your page to focus on you can start testing. Multivariate testing is basically testing multiple variants of your page at the same time. Makes sense, doesnt it? Altering the position, color or image of your CTA button, the surrounding text, and your master header all at once in an attempt to increase conversions. Multivariate testing is most helpful with pages that get more than ~1,000 weekly views.
depends on the amount of trafc you get, and the complexity of your test, but a good estimate to follow is about 100 conversions per page tested.
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1. Remove Clutter
As you continue to rene and test different variations of your landing pages, dont be afraid to just throw out some things. Youll be glad you did. Even if its directly supporting your call to action, content can still be considered clutter if theres just way too much of it. You might be tempted to replace that content with something else, but its better to just leave it. The whitespace you create from removing the clutter actually increases the visual importance of your key message and call to action.
2. Be Flexible
Although you might hate to admit it, sometimes your rst design isnt going to work as well as youd hoped. Be exible so you can quickly respond to user feedback. Remember that your landing page should be centered around your visitor, not yourself. Be open-minded about what they want.
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3. Customer Feedback
All of the decisions you make involving the optimization of your pages should be strictly centered on what your visitors want. What are they expecting? What made them leave, or stay? What they were looking for? Your visitors are your best sources for new ways to improve your page.
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CHAPTER 4
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Thanks for reading The Landing Page Formula. Dont forget to share!
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