If you sell products, encourage email opt-ins or run google adword campaigns, the chances are you will have a landing page. A landing page, in essence, is a short sales page created to persuade your visitors to take some kind of action. Simple concept, but not so easy to build. The measure of a landing page effectiveness is the conversion. What percentage of visitors are persuaded to buy, opt-in or whatever it is you want them to do. A luke-warm page often has a conversion of 0.1 to 1%, good is 1 to 5% and excellent is 5% or higher. (and the % depends on the objective too).
Roberta Rosenberg is known as the copywriting mavern and builds regular landing page case studies to improve conversion rates. In a recent case study she provides a critique to improve a snoozy conversion of below 4%. Her recommendations are ‘on-the-money’ and worth summarising as they apply to all landing pages. So, before you start building your landing page, here are 10 tips,
- What’s the biggest benefit of your product to your ideal customer? Not feature, benefit. It’s the very first thing a visitor to your landing page should read.
- Get personal and emotional. Talk to your reader one-to-one. Like a personal letter or even a video.
- Make a case for your product. Why do I need it? Why is worth the price you charge for it?
- Display the product you sell with a graphic or photo.
- What exactly will I get or will I learn (if it’s a book, ebook or course) if I buy it?
- Who will this product work for?
- Build credibility. Show them your expertise.
- Edit what you have written aggressively. Be concise. Direct.
- Include testimonials or positive opinions from a 3rd party.
- Make the offer simple and easy to understand. You can always upsell and add variants once you have a relationship with them. Their decision to say ‘yes’ must be easy to make.
Building landing pages that convert is easy when you break the process down and take it step-by-step.
