Post on 28-Jul-2015
transcript
A landing page can only cause one of five actions:
http://sethgodin.typepad.com/seths_blog/2006/04/vocabulary_land.html
1.Click 2.Buy 3.Register 4.Tell a friend
5.Learn something
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“87% of companies could see a direct impact on their annual revenue from
landing page”
Win Fact
Source: MarketingSherpa 2011 Landing Page Optimization Benchmark Reportlanderapp.com
“Ad-specific landing pages outperform generic pages by increasing lead form
submissions by 115%”
Win Fact
Source: Quicksproutlanderapp.com
Your Landing Page is the...
Perfect chance to start a conversation, ask a question, invite discussion and welcome clicks on into your site.
And may be your only chance to reel in a visitor and convince them that your offer is worth their time and
attention.
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Why a Landing Page?
Landing Pages let you narrow your focus and remove the clutter that could distract
your visitor from taking the action you want them to take.
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And what does that mean?
Landing Pages can improve your conversion rates, and that means they can increase your:
● Leads● Sales● Visitors ● Subscribers● Followers
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When’s the Best Time to Use LPs?
● As destinations in your pay-per-click ads (Adwords, AdSense, Bing)● To create anticipation about a product launch● To segment your offers ● As destinations in your social media ads● To segment your audience ● To promote an event or webinar● To set up your Portfolio
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What are visitors expecting from my Landing Page?
Go ahead and put yourself in your visitors' shoes and think of common questions that they might have.
Best way to do it is to match headlines with your user’s search query.
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Headlines with directions
Users want to be told where to go, what to do, and how to do it.
That’s why the best performing landing pages have a clear, concise headline that immediately speaks to the reader’s
wants, fears or needs.
What are visitors expecting from my Landing Page?
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Clear Concise Language
Try to include everyday language, it’s very important to try to be as concise as possible.
What are visitors expecting from my Landing Page?
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Focus on them
People visiting your landing pages want to know that they’re important and valued.
Avoid using self-centered language like “I” and “we”, it gives the impression that you only care about
yourself.
What are visitors expecting from my Landing Page?
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1. Write Killer Headlines
Your Headline grabs and focuses your reader’s attention. It makes him want to read your message. It “sets the stage” and the emotional tone that will make conversion more likely.
● It should inform the user what the product or service is all about.
● It should be short
● It should be persuasive
Key Elements of a High Converting Landing Page
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2. Persuasive SubHeadline
If the headline makes the user look, then the subheadline should make them stay. A subhead is part of the one-two punch of a landing page’s power.
● Normally, subheadline is positioned directly underneath the main headline.
● Take the concept of the headline, and push it a little bit further.
● The subheadline can go into slightly more depth and detail than the main
headline.
Key Elements of a High Converting Landing Page
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Key Elements of a High Converting Landing Page
3. Images
Your visitors will be affected by the images on your landing page immediately.
● The pictures should be relevant to your product or service.
● Make sure the pictures are high-quality. This is not the place to feature
stock photographs or last-minute Photoshop botches
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4. Value Proposal or Benefits
Your Value is what your company does better than any other. It’s your competitive edge, and communicated effectively will make you stand out from the crowd and drive your success.
● One of the best ways to advance your value proposition is through a list of benefits.
● Benefits should be clearly focused on the user.● A value proposition can be found spread among the various essential
elements.
Key Elements of a High Converting Landing Page
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5. Trustworthy Testimonials
A landing page’s testimonials are one of its most important trust signals. A user wants to know that they can trust the product or service.
● Choose testimonials from people who are most relevant to your target audience.
● It’s important that every featured testimonial be accompanied by a photo of a real person.
● The best testimonies are those that are backed by real numbers, real data, and specific applications.
Key Elements of a High Converting Landing Page
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6. Powerful Call to Action
The last position is for the most important element of all — the call to action
● Make it big. Generally speaking, the bigger the better.
● The actual CTA copy is the most significant copy on your entire landing
page. Use something explosive, exciting, and persuasive.
● Use a button. People know what to do when they see a button.
● Whatever color you use on your CTA, make it different.
Key Elements of a High Converting Landing Page
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5 Landing Page Mistakes that Crush Conversions
1. Blowing the headline
2. Asking for more than one thing
3. Ignoring basic aesthetics
4. Having the call-to-action below the page fold
5. Not targeting your landing page
Fernando Florez, Marketing Manager@FlorezFer
Thanks!
Need a hand with your Landing Pages?
fflorez@landerapp.com