How To Create Landing Pages That Convert at 43%
Landing pages are super simple pages that you build to drive predominantly. Pay-per-click, traffic to and they are here to do one job and one job only and that is to turn, pay-per-click, traffic, into. A lead or sale. So obviously the performance of your landing page can be the difference between a pay-per-click, campaign that is wildly profitable. And one that is. Now, and in this video i'm going to share some tips that we've learned from building some conversion. Machine, landing pages, often with conversion, rates of between 4 and 18. And in some cases, even as high as. 43. Now if that either sounds like your cup of tea absolutely. Or it sounds completely confusing, but you like the idea of making more money from your pay-per-click, campaigns, then stay tuned. Before we start, let's talk some terminology. Just to make sure we're all on the same, page, in this context, a landing page is a standalone. Page. That is designed, to convert, cold traffic, a landing page can also, mean. Any page on your site that visitors, come in from i.e, land on but in this context, we're talking about, standalone. Pages. Mainly designed for paid traffic to come into, they don't necessarily. Link through to the rest of your website, and they often exist, separately, from your website, so they don't have main menu or navigation, or anything like that and they just give the user. One thing to do which is convert. Let's also define what we mean as a conversion. So a conversion. Is when somebody, takes the action, that the page is asking them to take. So usually, this is to become a lead to fill in an enquiry, form or in the case of e-commerce. To purchase, a product and throughout we're going to talk about conversion, rate, this is the percentage, of people, that do that thing so the percentage, of people that visit your landing page, which take the action whether that is to make an inquiry, get a quote fill in the contact form whatever the goal of that page is so if you have a hundred people landing on your page and you get three people filling in the form that would be a conversion, rate of three percent, now let's just do some quick math so that we can understand how important, landing pages, really, are in the context, of a pay-per-click, campaign, most of the websites, that we are sent to review or work on have a conversion, rate of on average one percent, so 100, visitors come onto the site, and one percent of them i.e, one of them turns into a lead or sale but if we obey the principles, in this video, and we build a website, or a landing page like this one. Or this one that conversion, rate might be 10. So in other words you get 100 visitors, on that page or that website. And you get, 10 leads from it so that's, 10 times as many leads, from the same, 100, visitors, you can see why, landing page conversion. Is so, important, if we do a little more math. Let's imagine, that you're paying, two pounds, per click. So you're paying two pounds for every visitor that's landing on your page if that page is converting, at one percent. You are paying, 200, pounds, per conversion. If that conversion, is a lead then you have a cost per lead, of 200, pounds, now, if we obey the principles, in this video and we can make a page that converts, at 10. Well your cost per lead is actually, 20, pounds, so it's 1, 10. Of the cost, of a lower performing, page, in that situation. Who can afford to pay more for every click who can afford to increase their ad budget. Well obviously, you because you're converting, so much more of the traffic that you're getting, so you can see how a high performing, landing page, can not only, give you a massive competitive, advantage, with your marketing, but actually a great landing page can be a gateway to business growth because this opens, up opportunities.
That Might not be available, to your competition. The reality, is that a really high performing, landing page can be one of your most valuable, digital marketing, assets. So in a minute i'm going to share the principles, that make the highest performing, landing pages but before we do that i thought it'd be really useful to look through some landing pages. In different markets, now i want to start with this example, that we've built now what you can see in this is a very very straightforward, layout there's no menu to distract, the visitor and move them away we've got a very clear headline, explaining, exactly, what the business, does we've got a bit of information, here we've got an illustration, of the product, and then we have the call to action, this is the thing that we're inviting. The visitor, to do this is very low risk, a free trial is about as low risk as it can get and, very important, that this free trial is actually the first step on the buyer journey so this is related, to, the end result that we actually want the person to take which is to sign up for the software, although, we've given the visitor, an option to try it free right at the start of the page this is actually quite a long page. So we're really selling two types of people here firstly we're selling the impulsive, people, when i bought my last car i walked into the car showroom, and i saw a car on the car showroom, floor and i said i'm gonna buy that one. This is a great option for me, other people, take a little bit more time they like to do the research they like to understand, things they like to dig in so it's important, that there's enough information, on your landing page to cater to that audience, too so you'll notice that this page for example. Has information, about the product it's got some testimonials. To build credibility, with another call to action so we're seeding these calls to action throughout the page so people can convert whenever they're ready and what we're doing here is we're answering, all of the possible, objections, that someone, might have. Before they would, claim this call to action and start the free trial, let's take a look at this page, which is a landing page used for a pay-per-click, ad for cyber security. And we'll see a very different approach, they've got the top menu navigation. Which gives the visitor, exit points so they can go and have a look around the rest of the site the good news is they might find something else that they like the bad news is they might never come back they might never request your thing now the headline isn't the most straightforward, thing to understand. But the main issue with this page is the call to action, get started. This is a very, high risk. High commitment, call to action to have on a landing page what's happening when i'm getting started am i signing up for something, am i going to give my details, to them to call me back, i don't really know i don't know what's on the other side of this so there's a lot of potential, risk as a visitor, and it's too high a commitment, call to action with not enough information. And context, behind what we're actually going to be doing, to be a particularly, effective. Call to action for a landing page, now this is a beautifully, formatted, site it's a great looking page, no arguments, against the design. But because we're let down by this fundamental. Principle. We know that this page is always going to underperform, so one of the really fun things that i like to do, is search for, really competitive. High commercial, intent, terms, where advertisers, are spending a lot of money on those clicks and the reason i love to do this is because i'm an absolutely.
Horrendous. Geek. But also, because. If you look at the ads that people are running for really expensive. Highly competitive. Terms, and the landing pages that they're driving that traffic, to often you can learn a lot about what's, really working, because anytime, a market, is very competitive, and spending a lot on their traffic. Often they've put some good attention. Into the landing pages, in order to convert as much of that traffic, as they possibly, can, because they need to in order to be able to compete, in that space, now you can do this too so bring your family and friends around. Crack open the laptop. And search for something like personal, injury claim or accounting, software, have a look at what the landing pages are doing in this space here you can see we've done a search for accounting, software, very competitive, space with very well funded, businesses. Running these ads so what we're just going to do, is open up, these, first four landing pages, and have a look and see the different, approaches, being taken. By each of these businesses, here we can see that quickbooks, is driving people to a sea plans, and pricing. There's an activation. Bonus, and it's really interesting to compare the different approaches, here so we can see that quickbooks. Has a live chat pop-up so they're trying to start a conversation, with people but their main call to action on this page, is see, plans and pricing and you'll notice that as we scroll down we lose the menu, but we keep that button so that's clearly, what they're pushing people to do there's a lot of explaining. Of the software, and they're keen to show how simple it is which is kind of interesting, because they're not driving people to a free trial they're kind of trying to answer those questions, first. With the copy and the images, on the page and then drive people through to plans and pricing, so let's give this button a click and we go down to this section on the page and they're trying to actually, generate, the conversion, they're trying to make the sale. Directly, from this landing page now we'll see this is a slightly different approach to what other people are doing this is iris, and rather than trying to drive, people to plans and pricing and get them to sign up, they're looking to, get a quote, book a demo, or find out more, now, their solutions, are more expensive, it's for a different market, so in that case getting a quote booking a demo is a more sensible, option but this landing page is absolutely. Dreadful, because there's almost, no information. At all, all we know is that the price is way higher than for competitive, products. And there's no. Evidence, here that it's particularly, good at all and there's nothing here that makes you think it's any good at all this is a really dreadful, landing page with nowhere, near enough information. This is extremely, unlikely, to be profitable, for the business at all now here's the sage page. They're driving people through to request a demo or view a product tour we've got the live chat, we've got videos, we've got, benefits, of the product, we've lost the call to action so that's a little bit weak in fact we don't get a call to action at all at the bottom, the main call to action that sits at the top of the page in the menu is the product tour if we click on this we're asking for name email. Organization. Given this as an example actually some of these landing pages aren't great at all if we have a look at xero i'm hoping that xero will save us with a decent, landing page and in fact we do, have a decent, landing page, very straightforward. Copy, try zero for free is a very strong call to action because it's low risk we've got the benefits, of using the product, we've got the dual readership, path catered for we have the pricing, so people are able to start actually signing, up but try xero for free is the main call to action because they know they need to get you on the product now if we give this call to action a click there's something else great about this which is that they're continuing, to build the credibility. Even as they go into, the, lead capture, section. So, we're emphasizing. The lack of risk, so we can see that even in the lead capture stage they're de-risking. This they're explaining, that you don't need to enter your credit card you can get support, at any time and you can cancel at any time so what they're trying to do is overcome, the objections, that people might have to sign up for the free trial and they're also reinforcing.
The Benefits, of signing up for it as well so this is a decent. Lead capture page so let's look at some of the principles. Behind. A highly effective, landing page and i'm also going to show you examples of landing pages, that are obeying, these principles, we use a six-step, approach to customer, conversion, at exposing ninja called the qualified, customer closer. C-l-o-s-e-r. So c stands for credibility, you must demonstrate, credibility, on your landing pages, l stands for you have to, offer some kind of lure that's attractive, to people o stands for objection, handling, so how do you overcome. The possible, objections, someone might have not just to doing business with you but actually to requesting. Whatever it is that you're offering on your landing page. S is how you demonstrate. Social proof. E is making sure that it's easy to do what you need to do on the page and then r, is making sure that there is some kind of result. Given, by your call to action, to get people closer to their ultimate goals, so let's look at each of these in turn and have a look at some landing pages which are doing exactly, this now the first step is credibility. How do you demonstrate, credibility. Quickly, on a landing page, a few key ways of doing this are showing some of the publications. That you've been featured in demonstrating. Expertise. By giving some facts or stats about your, expertise. And your position in the market, having someone's face on the site always helps to build credibility, as does things like celebrity, endorsements. Design. Also, feeds into, this credibility. Piece if your landing page looks crappy. What does that imply, about your business, and about your product. Now here's an example of a landing page that we've run at exposure, ninja this is actually for one of our services, this landing page converts, 17. So 17. Sign ups for every 100 visits to this page now we tested, a completely.
Different And wacky, approach to this we actually put a one, hour, webinar, replay. Live, on the landing page, this was done, purely, to establish, credibility. In this space, no better source of credibility, than a one-hour webinar, giving people the information. That's then covered, in the call to action the call to action is to book a consultation, with one of the team so you click on that and then you choose a date from the calendar, so one of the misconceptions. About landing pages can be that they have to be, very very sparse, they have to contain, almost no information. Actually by putting a one-hour, webinar, live on the page and making this a really, long and detailed. Page, with credibility, devices, like, testimonials. From people that our audience would know, images of our best-selling, books, and information, about the background, of the business, what we're really doing is massively, establishing. Our credibility, with the user to increase the conversion, rate 17, conversion rate can't argue with that the next element, is lure. As in what are you offering, people, on that page, in order to incentivize. Them to take the next step in the sales process with you if we search for personal injury claim as an example, this top ad offers, a free personal, injury claim, assessment, which is actually pretty strong, lure because one of the questions people have about, legal claims, is do i even have a valid, substantial. Claim, and if i do. What does the process look like how much could i claim, so offering a free injury claim assessment, is a really good idea it's quite a strong potential, look the downside, is when people get on this page. All the evidence, of that free claim assessment, is gone, right, we've just got request a callback, which is a much weaker, look what's happened here is they've, really, oversold. In the ad so they're gonna have a high click-through, rate on this ad, but when people get on the landing page they're gonna have a low conversion, rate because the lure doesn't, match, what they're actually being offered on the page they're gonna be paying all that money in clicks, because lots of people are gonna be clicking on the ad, but not getting the leads that they could be because the message on the landing page doesn't, match, if we look at a couple more examples, you can see on this site, it says fill in your form below, and our experts, will be in touch for free no obligation, consultation. About your situation. There's a few wording tweaks that they could change here to make this more appealing, but on the whole free no obligation, consultation. Is a pretty, good start we've also got credibility, from the reviews, and all that type of thing if we compare it to this site where it just says request a callback, from our expert, team there's no lure there at all there is no kind of free consultation. Mentioned, at all this is probably just going to be a sales call, guess what this is probably going to be a sales call as well but by positioning, it as a no obligation, consultation. You're likely to get a higher conversion, rate all of these sites can increase their conversion, rate even further by saying something like find out how much you could claim we've tested a whole bunch of different calls to action. In the claims, space and find out how much you could claim outperforms. Almost, everything, else. A lot of people go for things like start your claim but that's too high a commitment, so think about the law what are you doing to incentivize. People, to take the action with you and, is it more appealing than what your competitors, are offering on their landing pages, the next element is objection, handling. So we obviously want to handle any objections, that customers, might have. To not only doing business with us but actually to requesting, the thing that we're offering, on the site, so if we go back to the xero, site for example and we click on the call to action you'll notice that they've got these three, tick marks, above the form where you sign up for the free trial these tick marks say no credit card required.
24, 7 online, support, and cancel, any time so what are they trying to do here well they're trying to remove, the possible, objections, that i might have to starting my free trial namely. I'm gonna get locked into something, or they're saying you can cancel any time and i'm gonna have to put my card details, in and they're gonna automatically. Start billing me well it's telling me there's no credit card required, i also might be thinking ah you know i'm worried i'm not going to be able to understand it might be a bit complicated. Well 24 7 online support, so they've identified, the three primary, objections, that people might have to even filling in this form. Let alone playing with the xero software, they're just saying, what are the objections, people might have to even requesting, the demo. And let's answer those. Right where they're going to be in that decision-making. Process where they're thinking, shall i shantai. We're always weighing up, what's the risk, what's the potential, reward. So any time that you can de-risk. The call to action that you're offering you're gonna see your conversion, rate increase, the next element, is social proof, namely. Who else has made this decision, who else has decided to work with you and what did they think of that decision. So, great things that you can use here are review, stars. Testimonials. Case studies, things like that, particularly. If, people can see themselves. In the testimonial. Or the case study i.e, they match the sort of situation. That they're in or it's someone. Well known that they know and that they have a relationship. With so notice, on this personal, injury, site how they're, really, using their trust, pilot, score very prominently. They're using their trust pilot score really prominently, because they know it gives them weight and it's social proof which will help improve their conversion, rates so. They've got an average score of 4.7, which is pretty good it's, low enough to be believable, but high enough to be respectable. And they've also got a decent number of reviews, over 800.. So not only do they use this in their main menu but they also use it just above. The free quick claim, form, now they could improve, the performance, of this form by not saying, free quick claim because that's too high commitment, but find out how much you could claim or get a free claim assessment. But the great thing is that they're using this social proof. Just before. They ask you, to trust them so, before they ask you to trust them they're giving, you a reason, to trust them the next element to successful. Landing page, is ease, of, use. How, easy. Is it for someone to do the thing that you want them to do, check out this landing page. What. So look at the different, calls to action that we're faced with we've got accept. All. Bell lacks open for business we've got phone make an inquiry, request, the callback. There is so much going on there's different colors there's big boxes, this cookies message is awful. Even if we click this then we get more, calls to action, accident, claims, please call me now i've got nothing against lots of calls to action on a page but the trouble, is when they start conflicting. And everything's, shouting for attention. That's when it becomes an issue so typically, you want one or two, different, methods, of contact. So for example. A phone form is absolutely. Fine and then you might have. A phone number where people can call you but what you don't want to do is just keep adding different calls to action and you also want to make sure that stylistically. It all makes sense. Here we've got a kind of mixed up design, language, where the accident, claims, thing is orange, so is the form, but these other buttons, are white so what does orange mean does orange mean this is something that we should do or does white mean it's something we should do really confusing, so a much better approach here, would just be to give all of the actionable, elements, the orange color. And only. The actionable, elements. There is absolutely, no lure, in the call to action, please call me. It's almost like something you'd read on the inside of a phone box, the layout of this page is horrible, and it generally sucks so don't copy this and the final thing, is result. Your call to action, should deliver people a result that gets them closer, to their goals, so how we like to think about this is imagine, that your customers, are on a train, line, between, where they are, and where they want to be each of the points in your sales, process. Is like a station, along this train line your job with the call to action is to get them to the first station. I.e get them closer, to their goals now you're not going to fix their problem with that first consultation.
Or Whatever it is that you offer but you're going to help them understand. How big their problem is or start to roadmap, out a solution. Generally, people want to be healthier. Happier, or sexier, so your call to action should deliver, at least. One of those three things, so you want to make sure that your call to action gets people at least part of the way to the result, along your sales process, and you want to sell, that first interaction, in a way that makes them, really attracted, to you and desperate. To request what it is that you're offering on your page. Okay so what does a good conversion, rate look like and what sort of results, should you expect from following this approach, well, typical digital marketing answer it really depends, on the audience, the offer, and the source of the traffic, and what your competitors, are offering as well for example, if a lot of your traffic is coming from social media you might find it has a lower conversion, rate because social traffic has been scrolling, and swiping, and going, backwards, and forwards between things, if you're getting a lot of your traffic from search, you can often find that your conversion, rate is higher, because someone has usually typed in exactly, what it is that you offer so they tend to have higher commercial, intent, now if your offer is high commitment, i, get started, now, sign up now, something that requires, a leap of faith, then generally you're going to have a lower conversion, rate if on the other hand you're giving away. Free money and gold, then you'll typically, have a higher conversion, rate as long as you back up that claim with credibility. And social proof now if you really want a ballpark, figure i'm gonna say that landing page is converting. Paid traffic at less than four percent. Typically, either there's something, up with the page, the offer is not quite right doesn't really, resonate, enough with the audience, or, the traffic, isn't, that, easy to identify. I you might be casting, quite a wide net because it's difficult, to find the perfect, customer, landing pages between, five and ten percent, doing pretty well we'd be pretty happy, with the landing page converting, at 10, on paid traffic, typically, it's pretty difficult, to lose money in that situation. Landing pages converting, over 15. Outliers. Anything over 25. Freak of nature. Our best landing pages can convert, over 40. Which is total, freak show, and actually if you're consistently. At massive, conversion, rates then it can sometimes, indicate that you're not casting, a wide enough net with your digital marketing because everyone, coming to the page, is so hyper focused.
So You're often leaving money on the table by only going after a very narrow audience. Whereas if you expanded, a bit you might reduce your conversion, rate but actually you get a lot more conversions. So i hope that's been useful lots of examples, lots of principles. Just to recap, we looked at some examples, of good and bad landing pages, and then we talked about the six elements that you need to make sure are included, on your landing pages, namely. Credibility. An attractive. Lure. Objection, handling. Use of social, proof. A very easy to use call to action, and making, sure that that thing that you're offering on the landing page gets people a result, or gets them closer. To the result that they're after, so i hope you've learned something that you can use in your own digital marketing, campaign, don't forget to like this video click on subscribe, as well and leave us a comment what's the best performing, landing page you've ever seen if you've got a terrible landing page or if you've got a landing page that's just really not performing, just drop it in the comments, and we'll give you some feedback, on it and of course if you want to increase the volume of leads and sales that your website is generating, for you then the best thing that you can possibly, do, is request a free marketing review from exposure, ninja, go to. Exposureninja.com. And click the big button to request your marketing, review you'll get a questionnaire, which asks you a bit of information about your business and your digital marketing and your goals and then one of the team will record, and send over a 15-minute. Video, showing you how to improve the performance, of your website, your paid traffic your organic, visibility. And how to increase, the volume of conversions. Be they, e-commerce, sales, or leads, that your website is generating, for you it's an awesome, service so go to exposureninja.com. To request your free website and digital marketing review today. See you in the next. Video.
2020-11-15 18:53
