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Hub You - How to Build Landing Pages That Convert
A Successful Team is built around mateship, around respect for your team mates and for yourself. I am not saying that everyone will get on like best buddies, what I noticed is that in all our ‘differences’ everyone was accepted as they were, got on within the boundaries of the club and got the job done. I have seen teams that have been full of stars, as I am sure you have too, and those teams have not succeeded. They have not achieved their full potentials as individuals or as a team.Does that seem a strange notion when I say that an individual can achieve their full potential as part of a Team? Many professional athletes in team sport who train together regularly, learn about each others strengths
Subheads should be included for every major information point. This serves to break up copy and makes reading look like less work. The copy written under each subhead should mirror the major points.
Bullet points are essential for any lists. Don’t just string lists of information between commas in never ending paragraphs. Turn them into bullet point lists.
For
Do you remember the days before supermarkets were invented?
Those were the days when the owner of the business was pleased to see you.
Instead of cold impersonal shelves full of merchandise, the shop owner would often greet you personally and welcome you into his shop.
He would find out exactly what you wanted, and then do his best to supply it.
No ultra modern, plush interiors, just the basics for his trade.
The great thing was, you felt you were a person not another number.
You were the owner's reason for his existence, and he knew it.
You were treated like the most important thing in the proprietor's life because you were.
The shop owner was grateful for you visi
Ideally, you should be driving your traffic to a landing page that focuses on conversion. This site should be independent of your main website and its sole purpose should be converting traffic.
A landing page is a single page focused on a single idea. The focus is the action you want the user to take. This action defines your conversion. A conversion could mean a purchase, an email address in a lead generation campaign, or some other clearly defined action.
This article outlines a few guidelines to consider when designing a landing page, but there is no substitute for testing. If you can measure it, you can improve it. You can dramatically through testing with the Google Website Optimizer.
Layout
Landing pages work best when designed as a single column. You should also ditch any navigation elements. The only choices a landing page should offer a user is to move forward through the conversion process or to leave.
You want to keep momentum moving forward, and not have the eyes wandering all over the page. Multiple columns and navigation kill forward momentum. Other momentum killers are graphics and copy unrelated to the offer.
Keep your critical elements above the fold. The visible elements that the user sees when landing are critical. Research shows you have 8 seconds to convince users to stay on your site. What they see must convince them they are in the right place and give them a reason to stay.
Make sure your call to action is above the fold. Your call to action should repeat for each screen full of data that the user sees while scrolling down the page. Above the fold is also the best place for your hero shot, or product image. Images work best to the left of text.
Headlines
The headline may be the only thing a visitor reads before they leave. This makes the headline the single most important piece of copy on the page. It should be compelling and match the ad copy from the lead, whether the lead is a PPC ad, and email campaign, or a banner ad. Visitors must know in a glance that they have landed in the right place or they will bail.
Most visitors will scan your entire site before deciding whether to read your copy. Design your landing page with scanners in mind. Do your headline and subheads tell your story? Try going through your copy and reading only the headlines and subheads to make sure they are compelling.
Subheads should be included for every major information point. This serves to break up copy and makes reading look like less work. The copy written under each subhead should mirror the major points.
Bullet points are essential for any lists. Don’t just string lists of information between commas in never ending paragraphs. Turn them into bullet point lists.
Form
For recent graduates, getting your job search moving in a positive direction can be a difficult task.Most recruiters tend to only fill jobs that require candidates that have at least several years of work experience so you might not get much help from them.For entry level positions, you might be competing with not only other recent graduates but with people with a few years of experience as well who might also be suitable for the job.One of the best ways to get your job search moving positively is through networking.Sure, you could email your resume off to dozens or hundreds of companies like everyone else does but remember that it takes one tenth the time to delete your email
This article outlines a few guidelines to consider when designing a landing page, but there is no substitute for testing. If you can measure it, you can improve it. You can dramatically through testing with the Google Website Optimizer.
Layout
Landing pages work best when designed as a single column. You should also ditch any navigation elements. The only choices a landing page should offer a user is to move forward through the conversion process or to leave.
You want to keep momentum moving forward, and not have the eyes wandering all over the page. Multiple columns and navigation kill forward momentum. Other momentum killers are graphics and copy unrelated to the offer.
Keep your critical elements above the fold. The visible elements that the user sees when landing are critical. Research shows you have 8 seconds to convince users to stay on your site. What they see must convince them they are in the right place and give them a reason to stay.
Make sure your call to action is above the fold. Your call to action should repeat for each screen full of data that the user sees while scrolling down the page. Above the fold is also the best place for your hero shot, or product image. Images work best to the left of text.
Headlines
The headline may be the only thing a visitor reads before they leave. This makes the headline the single most important piece of copy on the page. It should be compelling and match the ad copy from the lead, whether the lead is a PPC ad, and email campaign, or a banner ad. Visitors must know in a glance that they have landed in the right place or they will bail.
Most visitors will scan your entire site before deciding whether to read your copy. Design your landing page with scanners in mind. Do your headline and subheads tell your story? Try going through your copy and reading only the headlines and subheads to make sure they are compelling.
Subheads should be included for every major information point. This serves to break up copy and makes reading look like less work. The copy written under each subhead should mirror the major points.
Bullet points are essential for any lists. Don’t just string lists of information between commas in never ending paragraphs. Turn them into bullet point lists.
For
1. End your slow sales periods by planning ahead.
Plan to add extra bonuses, hold a sale or package
your product with other products.2. Make more commissions off the affiliate programs
you join by giving your personal endorsements for
the products. They usually pull more sales than ads.3. Speed up your internet access. You can get your
online business tasks done faster which will help you
stay ahead of your competition.4. Allow people who do not have time to explore
your site to download your web site in ebook format.
This will allow them time to view it offline.5. Use tons of headlines and sub headlines on your
web site. This will keep their attention and keep them
a
You want to keep momentum moving forward, and not have the eyes wandering all over the page. Multiple columns and navigation kill forward momentum. Other momentum killers are graphics and copy unrelated to the offer.
Keep your critical elements above the fold. The visible elements that the user sees when landing are critical. Research shows you have 8 seconds to convince users to stay on your site. What they see must convince them they are in the right place and give them a reason to stay.
Make sure your call to action is above the fold. Your call to action should repeat for each screen full of data that the user sees while scrolling down the page. Above the fold is also the best place for your hero shot, or product image. Images work best to the left of text.
Headlines
The headline may be the only thing a visitor reads before they leave. This makes the headline the single most important piece of copy on the page. It should be compelling and match the ad copy from the lead, whether the lead is a PPC ad, and email campaign, or a banner ad. Visitors must know in a glance that they have landed in the right place or they will bail.
Most visitors will scan your entire site before deciding whether to read your copy. Design your landing page with scanners in mind. Do your headline and subheads tell your story? Try going through your copy and reading only the headlines and subheads to make sure they are compelling.
Subheads should be included for every major information point. This serves to break up copy and makes reading look like less work. The copy written under each subhead should mirror the major points.
Bullet points are essential for any lists. Don’t just string lists of information between commas in never ending paragraphs. Turn them into bullet point lists.
For
I was talking to a friend of mine who had invested in a very high end coaching program last year. As I was asking him about his experience and what incentivized him to invest in his growth he said, 'I knew if I really wanted to take my game to a whole new level, I had to do things VERY differently. Even though the coaching was good, it was surrounding myself with 8 other people that were challenging ME to play the game full-out that was the payoff.' This is a guy who consistently generates a high six to seven figure income each year.It got me thinking about how I played my game in 2006. I already surround myself with people playing a bigger game every year. I have a mastermind group who constantly
Headlines
The headline may be the only thing a visitor reads before they leave. This makes the headline the single most important piece of copy on the page. It should be compelling and match the ad copy from the lead, whether the lead is a PPC ad, and email campaign, or a banner ad. Visitors must know in a glance that they have landed in the right place or they will bail.
Most visitors will scan your entire site before deciding whether to read your copy. Design your landing page with scanners in mind. Do your headline and subheads tell your story? Try going through your copy and reading only the headlines and subheads to make sure they are compelling.
Subheads should be included for every major information point. This serves to break up copy and makes reading look like less work. The copy written under each subhead should mirror the major points.
Bullet points are essential for any lists. Don’t just string lists of information between commas in never ending paragraphs. Turn them into bullet point lists.
For
There is no shortage of promotional ideas and Internet marketing strategy when there is a marketing budget. However, how does one promote a business starting out with no money? Having successfully done this twice, I can attest that it can be done. This system works particularly well for a service business, such as consulting, real estate, medical, legal, accounting, computer servicing and so on.In both cases where I built a service business with no money, the lowly business card played a major role. The business card is probably the most undervalued promotional item in your marketing arsenal. Now with the huge shift to the Web, I have also included a starting point of an Internet Marketing Strategy
Subheads should be included for every major information point. This serves to break up copy and makes reading look like less work. The copy written under each subhead should mirror the major points.
Bullet points are essential for any lists. Don’t just string lists of information between commas in never ending paragraphs. Turn them into bullet point lists.
Forms and Buttons
Never ask for more information than you absolutely need. People are hesitant to give out personal information. Make sure the information you are requesting is relevant and tell the user why it is relevant. Having a visible privacy policy next to any form copy will also help. Whatever commitments to privacy you make you should be prepared to keep.
Test you buttons. Experiment with graphical elements and with button copy. Make sure the copy is compelling. “Submit” is not compelling. Try “Buy it Now” or “Download White Paper”. Just as with link text, button copy should tell the user exactly what happens when they click it.
Testing
The Google Website Optimizer is a free and powerful tool that can measure the effects of different elements on its ability to convert. You should definitely use this tool.
Testing is vital to know what elements work. Guesswork is not an option. Measure your page and tweak elements to increase conversion.
Which Elements to Test
The beauty of multivariate testing is that you can test multiple elements to see what works. But this doesn’t give you license to take a shotgun approach. Here are a few things that can have profound impact on conversions and should always be tested and tweaked:
- Headline Copy
- Calls to Action
- Caption Copy
- Button Copy
- Form Design and Length
- Graphical Elements
- Body Copy
If you’ve done no prior testing I guarantee you that testing and tweaking these elements will at least double your conversions.
Conclusion and Resources
Web landing pages are probably the most critical element in the conversion funnel. Focus on tweaking and testing key copy and page elements. Match the lead copy and the landing page copy, and make a clear and compelling call to action.
The two best resources I can suggest for landing page design are Marketing Sherpa’s Landing Page Handbook and the Google’s Website Optimizer page. The Landing Page Handbook is a bit pricey, but full of valuable information. The Website Optimizer is priceless and costs you nothing. Be sure and see my article on increasing conversion rates with the Googl
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