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The following excerpt comes from The Content Marketing Handbook by Robert W. Bly. Buy it now on Amazon Barnes & Noble
A conversion email series typically sends recipients to a landing page that offers more detailed content or sells goods. Depending on whether you're selling a product directly from your landing page, asking visitors to download a free white paper, or promoting a webinar or demonstration, conversion rates can range from less than 1 percent to more than 50 percent. Here are 10 keys to creating landing pages that maximize online conversion rates:
1. Build credibility early
People have always been skeptical about advertising and with the spread of spam and dodgy operators, they are even more skeptical about what they read online. Your landing page copy must immediately overcome its doubts. One way to do this is to prominently display one or more “credibility builders” on the first screen that visitors see. Enter your logo and company name in the banner at the top of the page. Place one or three strong testimonials about the heading within or immediately below the banner. You may want to add a heading that summarizes the mission statement or credentials.
2. Enter the email addresses of non-buyers
There are a number of mechanisms for collecting visitor email addresses that click on your landing page but do not purchase the product. One way is to use a copy window that offers a free report or course in return for submitting the email address. This window can appear as a popup (displayed when the visitor arrives) or as a popup (displayed when the visitor tries to leave without making a request or buying). These are both blocked if the visitor has installed a popup blocker. A floater is a window that is pushed from the side or from above onto the side. Because the floater is part of the site's HTML, the blocking software does not stop it.
3. Use a lot of testimonials
Testimonials create credibility and overcome skepticism, as do case studies and white papers that are published on the website. When inviting customers to a live event, ask if they are ready to record a short testimonial on video. Have it recorded by a professional videographer, receive a signed release from the customer and publish it as a streaming video on your website. Encourage visitors to click "Play" to hear the testimonial instead of having it play automatically. Autoplay videos are generally not liked.
4. Use lots of balls
Highlight the key features and benefits in a list of short, easy-to-read items. Online shoppers like to think they get a lot for their money. So when you sell a product directly from your landing page, you should cover all the important features and benefits in a comprehensive bulleted list on your landing page. When generating leads by giving away white papers, you don't need a large list of features and benefits. However, using bullets to describe the content of the paper and the benefits that information can provide can increase conversion rates for download requests.
5. Awaken curiosity in the headline
The headline should either arouse curiosity, make a strong promise, or otherwise draw readers' attention to keep reading. For example, the heading of a landing page that sells a program that trains people to become professional property seekers promises: “Become a property finder today – and earn $ 100,000 a year in the largest real estate career few insiders know about. ”
6. Use a conversation copy style
Most corporate websites are emotionless and sterile: they only provide "information". But a landing page is a letter from one person to another. Write it like this. Even if your product is highly technical and you sell it to techies, you're still human and you can't sell anything by boring people to death.
7. Integrate an emotional hook into the heading and the main paragraph
Selling logically can work, but using the potential customer's emotions is much more effective – especially if you correctly assess how they feel about your product or the problem it solves. Another effective tactic for lead generation landing pages is to highlight your free offer in the headline and lead. Example: On a landing page of the industrial manufacturer Kaydon, an image of his catalog was displayed with a bold heading with the inscription "FREE guide to the selection of products for ceramic bearings".
8. Solve the reader's problem
Show how your product or information can help solve the problem once you provide the reader with an emotional copy that dramatizes the problem or makes a powerful free offer. For example: "Now there is a better, simpler and more effective solution for shaky restaurant tables that can irritate customers and ruin their dining experience: Table Shox, the world's smallest shock absorber." To maximize conversion rates, you need to convince visitors that the quickest way to solve their problem is to take the actions indicated on the landing page rather than surfing the rest of the site. For this reason, I prefer landing pages without navigation. So the reader has only the choice to answer or not. There is no menu with links to other interesting sites to distract them from the offer.
9. Make it timely and up to date
The more your copy is linked to current events and news, the higher your response rates. This is particularly important when selling financial and investment information and regulatory compliance products in areas where laws and regulations change frequently. Update your landing page copy regularly to reflect current business and economic conditions, challenges, and trends so that visitors can see that your company is always up to date with developments in your industry.
10. Emphasize the money back guarantee
If you allow customers to order directly from the landing page, make sure you have a money-back guarantee that is clearly stated on that page. All of your competitors give strong money-back guarantees, so you have to do the same. If your product is good and your copy is truthful, your refund rates can be less than 1 percent.