GOAL OF A LANDING PAGE
The goal of this kind of landing page is simply to get prospects to cough up some basic personal data (like name, title, email address) in exchange for allowing them to access your free offer (like a White Paper, “How to” Guide, Executive Report, whatever). KEY POINT: No attempt is made to complete a sale.
A short landing page is used simply to capture data via free materials.
Simple short form landing page: one paragraph with bullets underneath it,
B2B, Generating a Lead rather than an order., trying to get an inquiry rather than a credit card. Free white paper, headlines, couple of paragraphs of copy
1-Build credibility early. People have always been skeptical of advertising, and with the proliferation of spam and shady operators, they are even more skeptical of what they read online. Therefore, your landing page copy must immediately overcome that skepticism.
One way to do that is to make sure one or more “credibility builders” is clearly displayed on the first screen the visitor sees. In the banner at the top of the page, use your logo and company name if you are well known; universities, associations, and other institutions can place their official seal in the upper left of the screen.
Within or immediately under the banner, put a strong testimonial or three above the headline on the first screen. Consider adding a pre-head or subhead which summarizes the company’s mission statement or credentials. At www.bnasoftware.com, the positioning statement is: “The nation’s definitive income tax management solution.”
Which color of order button pulled best?
Red was the control, Green beat it by 14%, Yellow beat it by 22%, while ochre beat it by 27%.
How to Design Sales-Generating Lead Pages that Brings You Traffic, Bob Bly, May 16, 2018. Bob Bly’s “How to Write an e-Book,” $19.
I love it when people define terms in a field that most take for granted and few take the time or find it important enough to limit. So when Bob Bly defines online marketing terms, my appreciation for the man, the genius marketer only soars.
Check this out from Mary Ellen Tribby.
A “landing page” – also known as a microsite or sales page – is a single web page designed solely to convert traffic.
By “traffic,” we mean people clicking onto the page. The traffic can be generated from a variety of sources including banner ads, pay-per-click (PPC) advertising, e-mail marketing, organic search, social media, and postcards, to name just a few.
By “convert,” we mean to get the prospect to take one of several actions, usually to opt into an e-list, subscribe to an e-newsletter, download free content such as a white paper, register for a webinar or other event, or order a product directly online.
The various response options and offers made on a landing page to get conversions – e.g., “click here to register for our webinar” – are known as the “call to action,” or CTA.
“Conversion rate” is the percentage of visitors to the landing page who take the call to action.
For instance, if 100 prospects go to your beauty product landing page and 5 order the skin cream online, your conversion rate is 5%.