Saturday, December 31, 2011

Part 5: Landing Page Mastery - How To Write A Landing Page That Converts

Welcome to Part 5 of Landing Page Mastery. Today we get into the meat of landing page creation, how to write a landing page that converts. I've included a couple of screen shots of landing pages that are doing a good job of converting. If you're running PPC ads, then a good conversion rate will be around 3%. If you're converting higher than that, you have an awesome lead capture system and a monthly income from sales around $5K-%$8K a month. It can be done, people are doing it everyday. I used email marketing with CPA campaigns and generated $7k per month. If done correctly landing pages can take you to another income bracket. Here's today's installment: "How to Write a Landing Page that Converts."

Most people have no idea how to write a landing page that converts. Instead, they slop together elements that they have seen used in other landing pages – but usually do not put them together in the same way the owner of the successful landing page did.

One major problem is copy. And that's fine. Not everyone is going to be an excellent writer – never mind a copywriter. But as someone selling a product or trying to build a list, it is important that you know your strengths and weaknesses – and that you either spend the time to overcome them or hire someone else to do it for you.

With copywriting, for instance, it is important to use a mix of compelling sales points with powerful psychological triggers. Most people who create a salespage miss either one or both of those elements. I found this landing page recently, look at how it is simple, clear and straight to the point.

Best of 2011 - Ecommerce Landing Pages

For instance, they might concentrate so much on building hype that they don't actually explain what solution they are providing – and for whom they are providing it. If I don't have a specific problem that your product solves, why would I buy it? I wouldn't.

Now, if they fail to sprinkle in psychological triggers, such as “scientifically proven,” “guaranteed,” and “shocking,” no one will feel compelled to continue reading, as the benefits will have a low or average perceived value.

In addition to these two problems, some sales pages lack coherency and direction. The copy looks amateurish and it doesn't slowly grind forward, breaking down the visitor's resistance to the sale – and compelling him or her to buy more and more at each sales point.

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Additionally, if there aren't multiple calls to action – another form of psychological trigger – then a potential visitor might never feel compelled enough to pull out his or her credit card on the spot and make the purchase.