Several factors are responsible for the success of any campaign when sending organic or paid traffic to a landing page. You need to keep your bounce rates low, and at the same time raise the number of subscribers or orders high.
Here are the critical elements to keep in mind:
If you plan to generate free traffic, then you must implement Search Engine Optimization (SEO) in order to get high ranking and get to the first page of search engine results page. However, it usually takes several months for SEO to work. Meanwhile, you may have to generate your targeted traffic using other methods such as Pay-Per-Click (PPC) advertising.
To send paid traffic to your landing page, your ad must target the right audience. The title of your ad and your landing page must communicate the same message in order to keep the bounce rates low. You need to create your ad giving a promise to your target market and then deliver the solution on your landing page. Your ad should also prequalify people avoiding clicks that are not your ideal target audience.
Offer Only One Product or Service on Your Landing Page
Your landing page must focus on one key set of benefits in order to be effective. That means just one product or service. If you try to please everyone who visits your landing page by offering a large range of products or services, you will defeat the main purpose of landing page to convert visitors to buyers or subscribers.
If you have other products or services you plan to offer, either create one landing page for each one, or promote them as your backend offers. Never place more than one product on any landing page no matter how closely they are related.
Headline is the most import part of any sales copy. It is the first thing visitors to your landing page read. Your headline must give specific benefit, grab your visitors’ attention and compel them to read your sales letter.
If your headline fails to give a visitor a good reason to continue reading the rest of the page, your entire efforts goes down the drain. A successful headline should identify a problem your target market faces and stress the main benefit of your offer in solving this problem.
If you use paid traffic, make sure to have some consistency between the ad and the headline of your landing page. Your headline should match the information in the ad you placed to generate targeted traffic.
Landing Page Copy
The information on your landing page needs to be relevant to the needs and wants of your target audience. When writing copy, pay attention to the following:
Landing Page Call-to-Action
You need to include a call to action at the end of your copy and let your audience know what to do next. If you have created your landing page just to get subscription to your email list for future follow-ups, tell them to enter their name and email address to get your free bonus.
Your bonus could be a free newsletter, small e-book download, discount coupon code with a limited time period, free sample of your product, free 30 days trial, etc.
If you plan to sell directly on your landing page, create urgency in your copy and convince readers they need to act now. The best place to accomplish this is right before your call to action asking for the sales. Here are a few effective ways to create a sense of urgency:
Remember that your call to action should be at the end of your copy. Your copy must get your customer excited and ready before you introduce your call to action. The tone of your sales copy must be warm and friendly without trying hard to sell your item.
Be sure the top fold (where your reader sees first without scrolling) is packed with benefits without any reference to “sale,” “cost,” “spending,” “purchase,” and “buying.” Avoid mentioning any word that has to do with spending money until after your reader is interested and ready to purchase your product or service.
Format of Your Copy
Very few people will read every word of online sales copy from beginning to the end. Most visitors scan sales letter, reading only words and phrases that catch their eyes. That’s why you need to format your copy that will grab the attention of visitors who scan your sales letter.
Use the following tips to format your copy:
It is also important for your copy to stand out from the background. Use black color text against white or light yellow background.
Images of your product make it more real to your visitors. The more space an image takes the more attention it draws. However, the image and where you place it on your landing page will depend on what you are promoting. If you are promoting an e-book, you could show the cover of the e-book.
If you are using an image for your PPC ad, match the image on your landing page to be consistent. You should also add the same image to your order page.
Depending on how you present your offer, you may not want to show the image on the top fold until you create interest and curiosity for your visitors to read the main portion of your copy, especially if you only want to get people to opt-in to your list. So you don’t want to have an image that it distracts your visitors from the original intention. The purpose of using an image is to contribute to the overall goal of making a visitor take a positive action.
Landing Page Subscriber Box
Your subscriber box is your tool for gathering your visitors’ names and email addresses. The main purpose is to keep in touch with your subscribers, build relationships of trust, and sell them your products or services through your follow-up emails.
Even if you plan to sell directly on your landing page, it is a good idea to try to capture your visitors’ names and email addresses for two reasons:
1. Some visitor will leave your page without making a purchase.
2. Having your visitors’ names and email addresses will provide you with the opportunity to stay in contact with your potential customers.
However, you have to encourage your visitors by giving away something for free in order to build your email list. You need to understand your target market and to know what they have a burning desire for and how you can help.
What you plan to give away doesn’t have to be complicated, but it must have a value in order to boost your opt-ins. Here are some ideas:
Different calls to action will give you different response rates. In order to boost your opt-ins, you also need to:
1. Include a note that tells visitors their e-mail addresses won’t be shared or abused.
2. Ask only for their first name and e-mail address.
For your landing page, you may want to place your opt-in offer on your second or third page, after you have grabbed your visitors’ attention with your title, subtitles, and your sales copy, and have established your credibility.
By John Stanford – 2019
Copyright © 2019 Allied Publishing