1. Remove All Distractions The viewer has come to your site from one of your ads and is looking for something specific that you are offering. Remove any item and or text that is not related to what you are talking about or that could confuse the viewer. Good was to convert that viewer into a sale or lead is by not confusing them. 2. No Navigation Menus Get rid of them, you want to convert that viewer into a sale or to lead so why give them the option to leave and browse around? Now if you have a custom navigation for the conversions process then yes keep it. However some people will use a navigation system to show the viewer more information or to give them contact information. If need be, put your contact information on the bottom of your landing page. You want to convert the viewer, not give them reasons to leave your landing page. 3. Short Text and Simple Graphics To have the maximum conversion rate try and keep your text to a minimal. Give the viewer enough information that will make them want more information or still be interested in buying what it is you are selling. Using graphics is a must for any landing page, people are more visual and want there answers fast. Do not make off the wall crazy graphics that can distract or cause the viewer to leave. There are those E-book landing pages that read just like a book, I am not sure how well those do in today’s market buy they sure were LONG. 4. Landing Page Is Not Your Home Page As simple as this sounds, it is still over looked by people and even companies running an online marketing campaign. Yes your homepage is the face of your company and what you are about. It is not however the face of the marketing campaign you are running. You want to convert the traffic you are getting, having them go to your home page gives them too many choices and reasons not to fill out your form. 5. Make Your Call To Action Clear Click here for more information, fill out the form below for more information, click here to purchase now. Whatever your call to action is, make sure it stands out and is easy to find. Do not make it the focal point of your landing page, but at the same time to not keep it in the same size font or color that you are using for the rest of the text. 6. Keep Your Forms Short When people see a long form to fill out, quite a few will leave the site. Those long forms have a way of scaring people away from your page, so keep them short and to the point. Only ask the most essential questions that you need to know. Do not ask for a second phone number, work number, cell number, zip code (if you already asked for city/state), middle name, apt. number, etc. 7. Testimonials Work Give the viewer something more positive to read about what it is you are offering. What is more positive to them then reading a testimonial from a happy customer? If you do not have any testimonials you can always make up your own. Some will argue that it is not ethical, but you want to make money and convert your traffic so do what you must. 8. Important Information Above The Fold Above the fold is the part of the website that the viewer can see without having to scroll down. You want to convey your message above this line so the viewer can see it right then and there. Making them have to scroll down to read what your selling message can be the difference between a conversion and them leaving the page. 9. Spelling You have to make sure that every word is spelled correctly on your landing page. Viewers will catch the misspelled words and this can be a turn off to them. Why should they request more information or purchase something when they cannot even spell correctly? 10. Testing Do not use just one landing page, create several of them and test to see which one converts the best for you. Using just one landing page in your marketing campaign is a detrimental practice that many people still do. Just because you have spent the time or paid to get it done professionally does not mean it will produce the best results. Test, test, test, test and test some more. After this you will see which landing pages had the highest conversion rates and can only use them in the future. I know some out there will disagree with me about making a false testimonial to put on your landing pages. Seriously though, how many websites out there do the same thing? I bet if they were to admit to it, even large companies have testimonials posted that were written by someone in house or there marketing company. You want to convert your traffic to the best of your ability, using a false testimonial might make the difference to some of your viewers making the call to action or leaving your site. Some might call this “blackhat marketing†but I consider this just another marketing tactic to use in your aresenol of weapons. Other tips can be found on my blog in my signature which is updated on a daily basis. Steve
If your idea is to trick the customer, then you are going to the wrong direction marketingwise. The testimonials are effective especially when they come from somebody who is known by others - putting fake testimonial simply makes you a liar, and won't help establish a long term customer relationship. It's much easier to get somebody buy 10 times from you, than trying to get 10 people buy once from you. And in addition, video or spoken testimonials are also good. The point #7's about lying basically digs your credibility. If you are caught lying (or suggesting people to lie) then why would people buy from you from the future? If you can lie to others - then what makes you stop lying to me? Certainly if you would sell Killer Product v1, I would buy Killer Product v2 too if you'd just let me know... but if you were trying to trick me to purchase an useless product - no chance. You say it's just "another marketing weapon"... I say it's another scam tactic - and doesn't help your potential customer - which making business is all about. About serving the customer. Just "because others are doing it" doesn't mean it works better (than getting real testimonials - which are much more effective) or that you should do the same. Besides the lie point, a very good post. Really good guideline on making an effective landing page.
Who says the landing page is selling anything? If the landing page is specifically for lead generation you could write almost anything that is positive to sway them to fill out your form. If you were trying to generate leads you could put down something like Mary Smith: I filled out the form and was contacted with 24 hours with great customer support to help me out. How is that a scam? It's not. Now if you were selling something like a rain coat. You could put down Mark Smith: This is a great rain coat at such a good price, I take it almost everytime I go camping or to a outdoor event. How is that "scamming"? If you know your rain coat is good and you are selling it for a good price then that is fine. There is a difference between that and a straight up I am an idiot let me put 5 testimonials that claim greatness and money back guarantees like you are probably thinking. It is marketing, do you really believe all the crap you see on a infomercial? Some of those statements are straight up lies, especially with some of the real estate programs. Steve
The post has some good info. I would have not put the idea about making up testimonials. I am sure people do this but i would just not suggest it in your post.
Thing is that marketers do it, so why not tell people? There are little "tricks" that get used that most people do not hear about, this is one of them. Some people might not agree totally with it but I bet you have sat back and think to yourself I wonder what other marketing firms do to help increase there conversions. Well now you know of one. Steve
What's bad at that? Well, for instance - what will you say when customer who wants to order million raincoats from you... and wishes to talk with Mary & Mark smith first - now. Not tomorrow, but now. He wants their contact information - and at that point you realize you just lost a big sale. Something you could have simply avoided by getting real testimonials (which isn't that hard at all, just ask friends or family or give freebies) Second thing: it's not always that easy to tell which exact stuff in your product the customers like most. You might miss some obvious (like that they "feel good" instead of "this is a good rain coat". Best testimonial ideas I've got come from true customers. And besides: if your product is so darn good, it shouldn't take much time to get couple of real testimonials. Yes? What's the point? Is the point again "because others are doing it". Basically, let me revise: - If you lie in such small thing, it's quite likely that you might lie in other things as well. And in the big things it might matter more - in the small details, you might get caught - and lose your credibility. - It's not that much more trouble to get real testimonials. - You might miss something what your customers truly like - Again, if your product is flawed - and you trick with false testimonials, don't count on getting them to buy again. The "anything to get better conversions" leads to the point where you are focusing on the first sale when in reality you should think about the 10th sale. Getting leads is fine, getting repeat customers the real goal. But again, good points in the thread. (besides the lie aspect)