how to forge landing pages that convert
TRANSCRIPT
How to Forge Landing Pages
That Convert A Playbook
www.growthhackingCMO.com @Prosperitygal
Growth Hacking CMO
CTAThe point of a landing page is to invoke a reaction
from your prospects. !
Go through each step every time you create or revise an existing landing page.
!Your audience will thank your efforts
with increased conversion.
How to Forge Landing Pages
That Convert A Playbook
title
Learn to Combine The Right Materials with Precise Action
Growth Hacking CMO
How to Forge Landing Pages That Convert
#1 Focus on Focus
#1 Focus on focus
#1 Focus on FocusAs a startup you’ll have different goals than your established competitors -
typically you’re an unknown to people, who won’t be seeking out your website. You likely won’t be leveraging website traffic on an onsite landing page.
!In this case, you’ll need to focus on a different type of conversion:
getting the word out, and building your email list. You’re not selling your product, you’re selling yourself.
Build on your current website for efficiency and extend
SEO from your existing framework.
!
Tip:
#2 Stay Relevant
#2 Stay Relevant
Today’s customers are hyper-sensitive to offers being personalized. Attention is fleeting, and conversion rates depend on designing an experience
that is succinct, relevant, and pulls them to a quick yes.
#2 Stay Relevant!Put yourself in your customer’s shoes,
and evaluate your landing page. !
How will it meet their expectations? Are your images and text aligned to the tweet,
the FB post, or ad offer?
!
Tip:
#3 Speed up Decision Making
#3 Speed Up Decision-Making
People are increasingly becoming visual decision makers,and visuals that tell your story or offer will speed up conversions
by offering a brain-friendly shortcut.
#3 Speed up Decision Making
Picking the perfect visual elements for your landing page is not easy.
Test, measure, and revise (see the last point in this list) to see what works.
!
Tip:
#4 Say No to Navigation
#4 Say NO to Navigation
Speed Wins the Game When Creating Effective Landing Pages !
Getting a fast YES is the best case scenario, but a fast NO is the next best thing: they help you get the stronger opt-ins on your email list.
!Your lead-user-potential customer wants
to see in an instant, “YES this is what I need right now.”
Stop trying to make it accomplish other goals.
!
Tip:
#5 Communicate Consistently
#5 Communicate Consistently
Our brains like continuity - a positive decision comes more easily and with more confidence
when you link your initial offer to your landing page using the same language and images as in the assets
(ads, blog posts, emails) leading to it.
!
Think of your marketing funnel as the gradual summarization of previous communications.
Re-using headlines and visuals from previous assets reinforces familiarity with the message,
and invokes already existing knowledge about you.
!
Tip:
#6 Make an Offer They Can’t Refuse
#6 Make an Offer They Can’t Refuse
#6 Make an Offer They Can’t Refuse
A good landing page is the very end of your marketing campaign. !
It converts positive prospects into customers in your sales funnel, and leads negative prospects back into your marketing funnel (see #8).
!If you have more than one call-to-action (CTA) on your page,
it’s not the end of the process, but merely another step in qualification.
If You Have More Than ONE CTA There is no END to your process
just another qualification step.
!
Tip:
#7 Social Currency
Use testimonials, certificate badges, reviews, and all the tools at your disposal that
reinforce your credibility from a third party. !
!
Tip: This is where getting beta users will increase your trust factor,
so gather them now.
#8 Loop Drop -off Routes
Loop Drop-Off Routes
By offering an escape route that still leads back into
your funnel, you’ll make your prospects’ decisions
more confident and trusting.
!
Be bold, and have a line with a link to your email that says
“This did not solve my problem” and invite them to tell you what they want.
!
Tip:
#9 K.I.S.S. Keep It Simple and Sweet
K.I.S.S. Keep It Simple & Sweet
!
Consistency (see #5) and relevancy (see #2) suggest that the best results come from a quick overview of the information
you’ve sent out before, and a quick prompt for decision. !
You don’t need to explain your offer again, or tell the whole story: you just need to remind people of all these things you did before, in your ads, blog posts, or emails.
Consistency + Relevancy = Quick Decision
!!
Select a design where your content can be laid out above the fold,
typically with two or three headlines, a familiar visual style and graphics asset
that triggers their memory, and an easy-to-find CTA.
!
Tip:
#10 Mobile-friendly or go home
Mobile-Friendly or Go Home
#10 Mobile-friendly or go home
With the ascension of mobile technology and the widespread use of ad-blockers on desktop platforms,
most buying decisions are made on mobile. !
If your landing page is not responsive, it’ll create an instant bad impression in your prospect,
and a hurdle they’ll likely quit - radically reducing your conversion rates.
60% of Buying Decisions Are Made on Mobile
#10 Mobile-friendly or go home
Make trying your page design on multiple platforms the first step in your testing cycle (see #11).
Only when the page works the same on all platforms should you move on to revising other aspects,
or you’ll lose conversions and you’ll never even know about it.
!
Tip:
#11 test. Measure, Revise, Repeat
#11 Test -Measure - Revise - Repeat
Once your landing page is set up, you can start measuring its effectiveness.
Is your drop-off rate too high? Your metrics will tell you why, and how to fix it.
!
Making every landing page a binary endpoint of a single campaign (see #6)
will ensure that your metrics are not cross-contaminated, and that you can diagnose and
revise a single campaign without affecting the others.
!
Tip:
Growth Hacking CMO
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www.growthhackingCMO.com @Prosperitygal
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