In this week’s video tutorial, we discuss 3 simple strategies for landing page design, covering the fundamentals that will allow you to generate more leads and potential customers moving forward. Back to the basics: what is a landing page? Typically, a landing page offers a lead magnate in exchange for a prospect’s email address. An offer could be an email tutorial, a PDF guide, a free trial, or something else entirely; the format doesn’t matter so much as solving a particular problem that is prevalent in your niche. As the marketer, your is job to solve this problem and deliver on specific benefits. Once you’ve provided value and garnered trust, you can then use email followup sequences to market your products and services more intimately; after all, email marketing is ultimately what drives revenue, but this doesn’t occur unless you first get the prospect to opt-in to your initial landing page. There are 3 main objectives to keep in mind when designing landing pages. While many other landing page strategies exist and are worth diving into, most will be useless if you don’t use the following:
- A compelling headline:
- Always make sure your headline is succinct and appealing, and that it accentuates the benefits of your lead magnate.
- Convey unique benefits of your lead magnate:
- Clearly define exactly what the customer is getting, along with benefits. This could be as simple as ‘You’re getting access to this free PDF guide on how to launch Facebook marketing’. On the landing page, articulate why an offer is uniquely beneficial to the audience.
- The offer shouldn’t be arbitrary; there should be real purpose behind the offer, ideally based on market research and that solves a problem, and it should also address the specific medium and platform if possible.
- Action-driven design elements:
- The submit button and opt-in form should always be above the fold i.e. the first half of the webpage. Both your submit button and opt-in form should stand out from the rest of the page as well.
- The text on the button should be action-oriented and benefit-driven. ‘Sign up now’ doesn’t necessarily entice prospects to click that button, but ‘Send me the free video now’ will inevitably increase your lead conversion.
Let’s take a look at a couple of example landing pages, keeping an eye out for the above 3 strategies (and watch this CLVboost tutorial if you’re interested in watching a more in-depth landing page breakdown):
Dr. Whitaker (Nutrition and supplements)
- Headline: Right away, I notice that the headlines addresses the features of the guide (easy-to-read, large-print), but this doesn’t necessarily give us tangible benefits for carrying one around. Most people don’t care about how convenient and easy something is; they’re more worried about the immediate benefits that they’ll experience. I might modify the headline to read something like ‘5 must-have vitamins to trim your waistline and double your energy levels’, which addresses multiple benefits (this will depend on audience, which is also essential to know before creating your offer).
- Unique benefits: Are there any unique benefits offered? Not really. The bullet points talk about large print and the convenience of carrying a report, but there are few tangible benefits that are unique to me or anyone else interested in nutrition. What is it that the audience is going to benefit from right away and how will it help them in the immediate future? Is this a guide for how to better choose supplements based on health concerns or to optimize health? I’d modify to make the hinted benefits more concrete and immediately applicable.
- Action-driven design: Overall, the page doesn’t have a bad design, but the web form and submit button are not above the fold, a key design mistake. In fact, they’re all the way at the bottom of the page, where they could be easily missed. The text on the button is action-oriented, but the text is very small and hard to read. I’d modify by moving both the form and button up above the fold and making the button font bigger and more obvious.
As a side note, this is not the worst designed landing page on the web, but it doesn’t employ a very overt or aggressive direct response approach. Not that aggressive is always better, but this may not be the most sexy opt-in landing that Dr. Whitaker has on his site.
- Headline: The headline on this page, “Copy & Paste These 7 Proven…” is excellent; it’s touching on a multitude of benefits in one sentence and it’s obviously for anyone interested in Facebook pay per click marketing. Ease-of-use and credibility are given tangible weight by encouraging prospects to literally copy and paste ad campaigns that have already been tested and proven, allowing you to create low-cost, high converting ads immediately.
- Unique benefits: As just noted, this landing page is nailing the immediate benefits. If you’re a Facebook marketer, you’re likely to be interested in the “11 word ad that netted $208,485 in sales…in ANY market” and you may already be thinking about how you’ll implement this in your campaign. Also, (second bullet) people love ‘tricks’ because they’re digestible and easy to put to work, and this is a golden tactic that Digital Marketer is leveraging. Not only are they telling you exactly what you’ll receive and emphasizing unique benefits once you receive it, but they’re even asking up front where they should send their ‘ultimate’ offer.
- Action-driven design: Both the web form and button are above the fold, so we can check that box. The button text could be improved to read something like “send me my free template now”, but the button text does little to detract from the overall well-done design of this landing page.
Do you have any other go-to landing page strategies, or was there something that you wished we’d covered in this tutorial? Leave a comment on the CLVboost Youtube channel and start up a conversation! -Daniel Faggella CLVboost Founder ]]>
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