In this tutorial, we’ll be talking about decreasing conversion friction, particularly in any kind of lead capture or squeeze page situation. Whether you’re trying to get a prospect to sign up for software, book a phone appointment, or buy a product online, if you’re trying to capture leads, its important to include the following fundamentals to ensure people understand your company’s value proposition and are likely to convert when offer time comes.
Lead Capture Page
- Clearly conveyed value proposition. This includes your headline and sub-headlines, and possibly potential benefits in short form. It’s essential that the headline resonates with the prospect.
- Conveys what they get/”what happens next”. In the age of Google, when people can find exactly what they want when they want it, your offer must be unique. What is the problem that only you can solve? What is the video series you’ve created that no one else has? In other words, why is your offering important. Additionally, prospects should know exactly what to do next i.e. “click here to go to…” This step should be immediately evident after the web form is submitted.
- Conveys why they care. The body copy should include particular benefits that the customer will glean from filling out the web form. In other words, by doing whatever quick-and-easy task has been presented – signing up for a white paper, a webinar, a coupon, etc. – by doing this simple task, the customer will get the listed immediate benefits.
- Acknowledge/Thank Them. In general, a thank-you page should go after each lead-capture page. What is the ideal marketing message that should be fed to this person after he or she takes action?
- Provides Next Steps. HubSpot is just one example of a company that is very good at lead pages. If having prospects opt in for a White Paper, they might then direct them to take an immediate next step to sign up for software or speak to someone on the phone about an audit. The next logical step might be to book an appointment, or use the $20 coupon for opting in to receiving e-mails – the specifics of the step don’t matter as long as that next step is spelled out.
- Includes Social Proof and/or Future Benefits. So, a prospect has provided their e-mail address and become an official subscriber – are they being reaffirmed as to why this is a good idea? Convey real value by mentioning some type of social proof, whether that be other people that your company has helped, the number of users for your product/service, or testimonials from companies or consumers. You also want to discuss future benefits i.e. “Thanks so much for getting in on (this service), now you’ll be able to hear from us about (this future benefit). Each week we (provide this benefit), and we’ve helped thousands of others (meet this goal). We’re excited to help you too!” Remember, you want the subscriber to continue opening your emails in the days and months to come.
- Subject line/copy are obvious. Whatever you’re selling or offering, the first subject line in an initial email shouldn’t be “20% off everything in stock” or “Thanks so much (person’s first name)”. The subject line needs to be obvious, and should include the brand name and a description of exactly what the prospect requested i.e. “$20 off coupon from (brand name)”.
- Delivers what was promised. If a prospect opts-in for a white paper, don’t send an initial thank you email first and then include the white paper in the second email. Thank and acknowledge them and then give them exactly what they asked for in the initial email.
- Company story/value proposition. As part of your value proposition, I like to tie in a bit about the company story. In addition, you want to own whatever benefits you’re offering. For example, a financial services company might be offering the ‘simplest software for beginning traders’. This value proposition is effective because it has a specific focus and offers a clear solution. Take pride in what you’re offering, and remind prospect that this particular benefit is one that they’ll only have with you.
- Pre-frame future benefits. In general, a best practice is to include what benefits are coming up in a next message. Give an explicit preview; for example, “In the next message, I’ll send you…” If you don’t know specifically what those benefits will be, you still need to acknowledge the customer and provide a bridge to the future i.e. “We hope you enjoyed this (product/service). In the future, we’ll be sharing our absolute best…” Give an expectation of how often you’ll be in touch and the kind of content and benefits that the customer will be receiving. You want to give them a solid reason to open future emails.