If you want to succeed as an Internet Marketer, there’s no two ways about it… you have to be able to create good landing pages, which turn visitors into cash.
Converting Traffic Is The Only Traffic That Pays
People focus quite a bit on making money by getting as much traffic as they can, but what happens when they actually get it? More often than not, they still don’t make much money, because the traffic simply doesn’t convert. If you’re having this problem, read on, and learn how to properly design your landing page to get the best conversion rates possible.
Tactic #1: Make The Whole Thing Flow
One thing you should always be doing, is making your entire landing page flow from start to finish. What do I mean by this? Well, oftentimes when someone is designing a landing page, they look at everything as sort of separate “elements”. For example, the headline is one element, the sub-heads are another, the opening paragraph, the P.S, the bullet points, so on and so forth.
While you should do split-tests and change these around, testing different variations of each, you should still keep in mind that these are all part of the same sales process. So your copy should lead people down this process in a way that is smooth, like going down a slide, as opposed to all over the place, jumping from one point to the next.
Keep in mind that your ad copy, be it a text ad, banner ad, or whatever you’re using (even Title and Description in SEO) is an important part of this process as well. So the ad copy should smoothly lead into the headline (as in they should be on the same subjects). For example, if you have a banner ad that talks about the “6 Techniques For Weight Loss”, you shouldn’t really have a headline that talks about this newly discovered plant in the Amazon that’s proven to help people lose weight. If people click on an ad that promises “6 Techniques for Weight Loss”, then the rest of the copy should be following that theme, all the way through.
Tactic #2: Talk To A Friend
When you’re writing the sales copy on your landing pages, they should be written as though you’re talking to a friend. This is more important with copy than it is with plain old content. This is true in sales as well… the most successful salespeople are the ones that can make FRIENDS with their prospects, as opposed to the ones who just try to just “persuade” them into buying something.
Can you make friends with your audience via writing a letter? If so, you’re well on your way to being able to write proficient copy. Writing in this style makes people feel at ease, and puts them in the right frame of mind. People don’t buy from slick, “snake-oil” salesmen… they buy from friends. Remember this when you’re writing your copy. This one principle can change low-converting copy into powerful, high impact copy in no time… so do it.
Tactic #3: Use Humor…
Another great way to get people on your side… is to get them to laugh. People like entertainment A LOT more than they like being “taught” something (well, most people) so if you can get people laughing, they’ll continue reading your landing page just for the entertainment value (but it’ll still sell them if it’s good, solid copy). Not only this, getting people to laugh also builds rapport… again, people start looking at you as a “friend”, or “one of the good guys” if you’re able to get them to laugh. For some reason, laughter just has this effect on people. On top of this, anytime you can get someone to laugh about a specific point, they subconsciously agree with you on that point.
For example, if you can tell a joke about how diet and exercise alone never help people lose weight, and they laugh, they agree with you… if you can tell them a joke about how all these little “diet fads” are pointless, and the only REAL way to lose weight is by diet and exercise, and they laugh, they agree with you. It doesn’t even matter what point you’re making, if they laugh, they agree with you, because they can’t help but to agree (this is a true psychological fact). So incorporate humor in your landing page copy as much as you can (but incorporate it in such a way that moves the sale forward and supports your points).
In the last article, we talked about how to talk to the visitors who come to your landing page via the ad copy you put on here, as well as how to make everything flow. We have a few more great tactics to talk about here in Part #2. Let’s get started..
Tactic #4: Have One Singular Purpose…
Focus is power. If you’re landing page attempts to accomplish 15 different things, then it’s going to go no where. Your landing page should have one goal, and one goal only. Typically, this is to make a sale, or get someone’s credit card information for a free trial, but it could be just to get opt-ins, to get leads, etc.
Whatever it is… stick to it. Don’t talk about how people should sign up and buy your product, and then tell them to fill in their details, or sign up for your list, etc. Everything on one page should have (and only one) singular goal. Of course, if you have an exit pop or something, you can use this redirect to offer something else, such as starting with your product, and then moving to trying to get a quick opt-in, or try selling your product, and then going for a free trial, but keep it on separate pages.
Tactic #5: Keep In Mind Where Their Eyes Are…
When designing your landing page, whether it’s graphic design, or determining where certain parts of the text should go, always make sure you’re keeping in mind where the person’s eyes are. For example, some images might be too distracting for them, or they could lead their eyes mistakenly back up the page.
The images you put down, and the entire design of the page should be leading them smoothly downwards, just as the copy should lead them smoothly down the page (Tactic #1) so should the entire layout. For example, if you have images of people, they should be looking AT the text, not away from it (as people are drawn to looking at where others are looking) and on top of that, having them look DOWN the page, not up, is a good thing as well (to prevent people from backtracking up the text). This is just one example, but you can think of countless other ways to implement this technique into your own copy.
Tactic #6: Links Shouldn’t Be Going To More Than One Place…
If you have a regular website, then you probably have a navigation bar at the top of the page, with About Us, Contact Us, Sitemap, etc. You SHOULDN’T use this same layout for your landing pages. Reason being you don’t want people getting distracted and going off to other pages that have no hope of closing the sale, or getting the visitor to take whatever action you want them to take. If you spend money to acquire a visitor, and then that visitor goes off and reads the “About Us” page, chances are they’re going to get distracted, and not turn into any money, which means money down the drain. This is true though for any links you might have on your page.
This is especially true for links to interesting articles, or YouTube videos (especially YouTube videos, if they go to YouTube, they’re long gone). Now, this doesn’t mean of course that you can only have one link on your entire landing page… you should still have several call to action links throughout, but they should ALL be going to just one page, which in most cases, is the payment page (or the lead capture page, if it’s a lead). You can also have call to action links throughout that lead to the bottom of the page where you have a lead form, for example. In any case, just make sure not to lead them off in directions you don’t want them going.
Tactic #7: Stop Trying To Be Clever…
When writing the copy on your landing page, you shouldn’t just try to be clever, or express to the audience how “creative” you are. Novice copywriters always (for some reason) make the mistake of thinking that “good” copy should be clever, witty, and artistic, as well as use big, fancy words. You know who’s good at writing like this? Poets… and how much money do they make? You’re in this business to make money, not to be poetic.
You should try to explain what you have to offer in an enticing way, but without trying to be too “crafty”. Not only is this just poor copy, but it can also causes people to shy away from wanting to do business with you because they’ll (mistakenly) look at you like a clever salesman who’s very good at getting people to part with their money, and this will create buying resistance within your visitors immediately. It’s a much better approach to just be friendly.
We’ve now talked about the flow of your page, how to talk to people, links, and how to write your sales copy, we’re now going to go over the last few aspects of properly creating your landing pages to enjoy the highest conversions each page can attain.
Tactic #8: Pay Attention To What’s Above The Fold…
The most important part of a landing page is the part that’s above the fold. This is the area that people first see when the page loads. Usually there’s just one big, giant logo up here, which I can only assume is used for branding purposes. Unfortunately, this is NOT the place you should be branding, but instead, you should have your best, most persuasive copy here, and on top of that, you should also be putting various credibility elements.
This section of your page should QUICKLY tell the person what the benefit is to your product or service, and give them a reason to believe that you might be someone who actually knows what they’re talking about. People will either scroll down or leave your page based on what they see here, so make sure it’s the most potent part of your entire landing page.
Tactic #9: Avoid Making Your Paragraphs Too Bulky…
You want to allow the reader an easy time reading through your page, and to do this, you should keep your paragraphs relatively short and sweet. This is especially true with your opening paragraph. If you have a 6-8+ line opening paragraph in your body copy, chances are, most of the people who come to your page will leave immediately (shooting your bounce rate through the roof). Keep the opening paragraph to no more than 3 lines, tops. As far as the rest of the paragraphs throughout your landing page’s copy, it can very, but less (lines) is more. Text blocks are scary. Avoid them at all costs.
Tactic #10: Be Very Aware Of Load Times…
When you’re paying for traffic, you have to constantly be aware of your load times (though you should be regardless). If you’re paying for people to come to your site, and then they leave because the site didn’t load fast enough, then that’s just money down the drain… money which you could’ve used to make a great deal of profit.
If you’re using a CMS like WordPress, there are various plugins which you can use to figure out what your load time is, and to make it faster. Having too many images, for example, will slow your load time down, as will having a fancy background. Test your load time, and always find ways to improve it, because people are impatient, and the difference of a couple of seconds of load time, could be the difference between a failed marketing campaign, and a successful one.
Tactic #11: Don’t Let The Landing Page Be Over Cluttered…
Every landing page should have a reasonable amount of whitespace. Whitespace makes everything feel “lighter”, and makes people feel like the whole thing is an easier read. If you have paragraph after paragraph, with nothing in between but images and bullet points, with images down the side of your page, etc. it can (believe it or not) make people feel stressed out, and the easy thing to do, to make the stress go away, is to leave your page immediately.
Many people make the mistake of thinking that if there’s any whitespace on their landing page, it will feel “bare”, but the whitespace is absolutely mandatory. You should actually have MORE whitespace on your page than you have “stuff” as a general rule of thumb. Keep it light. Keep it friendly.
Tactic #12: Long Copy Beats Short Copy, But…
Long copy has been shown to beat short copy nearly 100% of the time. Reason being that the people who want short copy are fine with longer copy, but the people who need longer copy before they’re ready to buy, will NOT buy if there’s short copy… and many marketers know this. BUT, copy that is boring, repeats points that aren’t worth repeating, uses long-winded phrases, and boring stories, is NOT a good thing. The entire page should be informative or entertaining at any given point, and should constantly be moving the sale forward. Copy should be long, and take the time it needs to cover all the grounds, and answer any objections, but no longer.