Trying to get your landing page to convert can be seriously frustrating, but what few people know is that there is a proven science behind creating high converting landing pages. I’m Roshan an internet marketer who has worked with some of the top online marketing agencies in the world and studied exactly what works and what doesn’t when it comes to landing pages. Here are the top 5 things you need know to get your landing page to convert.
1) Have an Enticing Offer
It is absolutely essential to have an enticing offer on your landing page if you want to convert traffic into customers. I have worked with many 7 figure plus clients and even they mess this up often. The problem is that people don’t really care how famous or talented you are if your offer doesn’t help them solve a problem, or simply isn’t enticing enough.
Let’s look at an example to illustrate what I mean by this. I started a online learning business years ago and we tested two main offers to build our email list. The first offer was “Get Free DJ Tips” and the second offer was “Get a Free Ebook on How to DJ”. Guess which one converted better? The “Get a Free Ebook on How to DJ” offer converted 80% better than the “Get Free DJ Tips” offer! Pretty crazy right? The reason is that a free ebook conveyed to the customer that there was a lot more value and therefore was a lot more enticing. Signup to my newsletter often isn’t nearly enticing enough of an offer these days.
Your product or service has to solve a problem for your customer or they will not sign up to your list or purchase your product. This may seem obvious but a lot of veteran entrepreneurs mess this up. If you are driving targeted traffic to a well designed landing page and you aren’t getting any conversions there is probably something wrong with your offer.
A good fast way to test the quality of your offer is to run Facebook ads. You should be able to target your exact customer base fairly easily using Facebook ads. For example, you can target your competitors customers or you can use people’s exact profession to target them. If your targeting is done right and you send a couple hundred or more clicks to your well designed landing page and nobody is opting in chances are you need to rethink your offer. The more knowledgeable you are about your customers pain points the easier it will be for you to create a high converting offer that solves their problem.
2) Make it Easy for the Customer to Sign Up or Purchase
Whether you are trying to get sign ups to your email list or sell a product directly on your sales page don’t make it difficult for the customer. I have worked with some of the top consultants in America and one mistake I often see them make is that they make it incredibly difficult for the customer to give them money or their contact information. For example, if you want to get someone on the phone to sell them something don’t make them fill out 5 pages of forms before they click the sign up button. Your conversion rate will drop significantly. If you have forms people need to fill out get them to do it after they have given you their contact info or already purchased the product.
3) Make Your Landing Page Look Professional
Even if you are using a service like Unbounce, Clickfunnels, or Leadpages your landing page still should look professional. There is a reason companies spend hundreds of millions on their brand it’s because a brand creates a perceived value. If your landing page has stretched images, spelling mistakes, and looks like it was made in the 1990’s it will not convert as well as a nicely designed page. Lewis Howes or Marie Forleo both have nice modern mobile friendly landing pages if you want to see some good examples. Some of the stock landing pages on the landing page services aren’t bad but they aren’t great either. It’s worth having a designer put in a few hours of work to make your landing page design really stand out and fit with your overall brand. The more value you convey you are offering the more likely you are going to get conversions from traffic.
4) Have a Sales Video
Statistically landing pages with a sales video can convert 75% or better than landing pages without videos. It’s not surprising really. People are lazy and don’t like to read. Videos also help convey trust to your customers through your vocal tone and body language. The easiest way to sell is in person, and video gets us one step closer to that online.
If you are offering something free just to get the customer into your funnel video is not as important but still worth considering. But if you are expecting your customer to pull out their wallet right on the landing page and buy something then a video is highly recommended. It doesn’t have to be long either 1-4 minutes is usually more than enough. If you have a very low budget just use a web cam for a talking head or some scrolling text on the video. If you are a small to medium size company you should be able to hire a videographer for a few thousand or less to put together a high-quality video for you.
5) Have Killer Sales Copy
If you don’t know how to write sales copy find somebody who can. Your headline is extremely important in grabbing the customers attention as well as conveying the value you are offering. The copy doesn’t have to sound super sales like but it does have to convey to the customer why they would want to sign up or purchase your product. It should clearly convey all the benefits your product or service offers.
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