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The following excerpt comes from The Content Marketing Handbook by Robert W. Bly. Buy it now on Amazon Barnes & Noble
Most of the marketers I know who use landing pages to focus online direct sales on conversion: getting as many visitors to the landing page as possible to place orders.
Other internet marketers focus not only on conversion when writing landing page copies, but also on search engine optimization: keyword selection and creation of meta tags that can increase traffic by increasing the website's search engine rankings.
In addition, savvy online marketers are dealing with a third performance metric: capturing email addresses. If you have a 2 percent conversion rate, only buy two per 100 visitors to the landing page. What happens to the other 98 visitors? You can only add their email addresses to your list if you incorporate a targeted method into your landing page to collect them.
Here are five methods for collecting the email addresses of landing page visitors who are not buying. Every landing page you run should use at least one.
1. Ezine registration box
In this box, visitors can receive a free newsletter subscription by entering their name and email address. The e-zine login box, which is clearly visible on the first screen, is a widespread method of capturing email for websites, but is less often used for microsites and landing pages. This is because your visitors don't have to sign in if your heading and lead really get the visitor's attention. You just start reading. If they then lose interest or reach the end but do not order and click away instead, they have not recorded their email address.
2. Press side
Squeeze pages, also known as preview pages, are short landing pages that visitors must register with their name and email address before they can read the landing page with long copies.
In some cases, the long copy landing page itself is positioned as a “report” that visitors can read after registration. For this to work, your landing page must be written in an informative, educational style. Many squeeze sites offer content rewards, e.g. B. a free report, just to submit your email address. Those who want to collect both snail mail and email addresses make the premium a physical item that needs to be shipped, e.g. B. a free CD.
Squeeze sites work well when your main source of traffic is organic and paid search. This is because search visitors who arrive on your website are only slightly qualified. You chose to visit because of fewer words in a search engine description or a paid Google ad. As a result, you may not be inclined to read many copies from an unknown source. On a squeeze page, you can summarize the essence of your proposal in a few short paragraphs.
The main advantage of the squeeze page is that you ensure that you collect an email address from every visitor who reads the full landing page. In addition, they are pre-qualified with regard to their interest in the topic and are more likely to read the long copy.
3. Email capture sidebar
These are forms that are integrated as sidebars in the main landing page and again make a free offer. On a long copy landing page, the email capture sidebar is typically displayed early, usually on the second or third screen, and can be repeated one or more times across the page.
The disadvantage of the sidebar for e-mail capture is that the prospect sees it before they get too far in the sales letter and therefore before you have sold it and asked for the order. So the risk is that the visitor will only accept the free offer instead of spending money on the paid offer, for example if your product teaches you to speak French and the sidebar for email capture offers a free French lesson.
If you try to click away from the landing page without making a purchase, a window will appear with the message “Wait! Don't go yet without claiming your free bonus gift. "
The advantage of the pop-under is that visitors only see it after reading to the point where they leave without an order, and the free content offer does not compete with the paid product offer or distracts it from the visitor. The downside is that about 25 percent of US internet users run pop-up blockers on their devices, and many of these blockers prevent your pop-under from showing up.
A floater looks and works like a pop-up window, but is part of the HTML of the target page and is therefore not blocked by a pop-up blocker. The floater blocks part of the landing page when you click the site. You can enter your email address or click on the floater. Both actions remove the floater and you can view the entire landing page.
As you can see, all of these email capture methods offer some kind of free content – usually a downloadable PDF report, auto-responder course, or e-zine subscription – in return for your email address. But be warned: The ever-changing Google algorithm penalizes websites with floaters because they block the homepage until you click on it.
Why bother to maximize visitor email addresses on your websites? If you first send an online conversion series to these visitors – a series of emails delivered by the auto responder – you have another option to persuade them to buy. Second, the best names for your email marketing efforts are on your house list. The faster you can build a great elist, the more profitable your internet marketing ventures will be.