Landing Page Guideline #2: Captivating Readers with a Compelling Story By Don Nicholas • 02/04/2005 Great products seldom stand on their own or sell themselves without someone creating a story. A great landing page is a sales letter that begins with a story that heightens desire for the product and prompts a purchase decision. The D in the AIDA acronym stands for desire. The final A in AIDA stands for action — what you direct the reader to do in order to respond to your offer. Gaining Rapport with the Reader Whether writing a newsletter, article, or advertisement, think of one person and write (speak) directly to him personally. For instance, suppose you write a landing page (product ad) for people who work in the food service industry. So, which lead for a specialty coffee ad is more pleasing to the targeted reader and creates better rapport? “Food service industry workers like those of you who read this newsletter know good coffee.” That’s very impersonal, unfocused and lumps a whole group into one general category. Noteworthy Examples of Story and Content
13 Landing Page Tricks that Increase Conversion When it comes to business on the Web, conversion is truly king. Whether it’s email subscribers, new accounts or good ole-fashioned purchases, conversion makes or breaks businesses online. Thousands of articles, hundreds of papers and dozens of books have been written on the subject. In fact, a whole discipline, Conversion Rate Optimization (CRO), has been born out of the intense need to transform traffic into transactions. So without further ado, we throw our top 13 best tips to increase the conversion of your landing pages and improve your business. 13 Landing Page Tricks that Increase Conversion 1) Test, Test, Test – Start testing before you even start spending. 2) Epic headlines – Most people abandon your landing page within 8 seconds, so your headline is often your one and only shot at convincing them to stick around. 3) Write Killer Copy – If you’ve hooked them with the headline, you’ll need to land them with awesome copy. 8)Try a Video – Need to do some product ‘splanin?
From the Inbox to the Landing Page: Email Marketing Best Practices In Action When it comes to doing email right, there’s a lot to consider. And, whenever we’re analyzing emails for our email inspiration blog series, we’re always looking for what aspects of email marketing a brand got right (and what parts could use a little work). After reviewing dozens of emails, it’s time to sit back and reflect. Below you’ll find a roundup of email best practices in action—complete with plenty of examples! Is your “from name” recognizable and trustworthy to external audiences? Since this is the field that appears first in most email clients, and likely the first thing your subscribers see, the answer to that question should be yes. Typically, you’ll find the names of companies, brands, or individuals here. In this example from Banana Republic, their brand name was shortened to “BR” in the from name, potentially causing confusion amongst their readers. A successful from name will be recognizable and relevant to your audience, imparting trust and a desire to open.
Driving Landing Page Conversions: SEO Tells You Where, But CRO Tells You How A lot of marketing experts will tell you that SEO is the driving force behind conversions. I’m here to tell you it’s not. SEO can only do so much. Think of it this way. If your landing page is failing to convert visitors to customers, you’ll want to take the steps to ensure that your site becomes a more relevant, emotional, and interactive experience. 1. People don’t have the time or desire to read the hundreds of webpages they see every day. You can familiarize yourself with your target audience by conducting surveys and interviews. What are the general demographics of people who will be interested in my product? These questions help you uncover trends within your market and give you information on user intent, which analytics alone cannot provide. 2. Image Credit: Wikimedia Analytics give you the full story on your landing page activity. This information can help you identify problems that users may be having on your site. 3. A message match problem can doom your landing page to fail.
10 brilliant examples of landing page design A well-designed landing page design can make the difference between a user buying into a product or losing interest. Here are 10 websites that get it right. There are plenty of rules and principles of great design but when it comes to a website's landing page, it is almost an exact science. The first, and arguably most important, task is to find a clear USP (unique selling point) for the product or service in question, and then use the landing page design to focus everything on one primary call to action (CTA). Clear, succinct headers and sub-headers and punchy, easily scanned bullet points are the order of the day. Read all our web design articles here 01. Bear CSS is a tool to help web designers generate CSS more quickly and easily based on their existing HTML. The primary call to action, 'upload HTML', is an unmissably large orange button on a pale grey background, underneath three punchy bullets explaining the process. 02. 03. 04. 05. 06. 07. 08. 09. 10. Words: Nick Carson
Six tips for landing page user optimization that will drive conversions Published on Whether a given landing page explains demand for business’ services or acts as a search-friendly hub that lists your products and services, it’s crucial that it is optimized to its full potential – not only to show up and compete in search engine results pages but to also retain visitors and minimize your overall bounce rate. So how do you optimize your landing pages? Some might think that satisfying Google’s technical SEO guidelines is the ultimate be-all and end-all of optimization. It’s important, but understanding who your readers are and catering to their needs is just as important as indulging Google’s spiders with proper metadata and inbound links. But let’s take an even further step back: The whole reason you want landing page visibility is because you want people to find these pages and do business with you. Why reader-friendly content promotes online visibility for landing pages Investing in top content can simultaneously boost SEO and PPC. 1. 1. 2. 3. 2. 3. 4. 5.
How To Collect Email Subscribers With Landing Pages That Convert At 50% Using a dedicated landing page for an email marketing list can lift conversion rates up to 50%. That’s an impressive figure! Better yet, a landing page per list, or per campaign, gives you the power to maximize the effectiveness of each individual funnel. This means you can play with all of the elements from the moment the customer hits your landing page to the moment they receive and react to your emails. Perhaps best of all, dedicated email landing pages allow you to use all of the great conversion optimization techniques that usually apply to your landing pages, so you can use the same tactics in relation to email marketing. This post shares examples and provides guidance on how you can use dedicated landing pages to increase your subscriber conversions rates. The Rise Of The Dedicated Email Marketing Landing Page Take this example from Unbounce for its dedicated educational course on better landing pages: The three tips below will help you nail this strategy the first time around. 1. 2.
The Most Entertaining Guide to Landing Page Optimization You'll Ever Read The author's posts are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz. Landing pages rule. Blah. Homepages suck. Blah. All of those statements are true. If you want to be a non-lame marketer, it's really easy. Be warned, however, that I may descend into telling bad jokes in the absence of witty metaphor and charming anecdotal rhetoric. The experienced adult readers amongst you might remember that "Shit. But first. The start of the best part of your day begins now with this table of contents: First I'll give you the only rationale you'll ever need to explain why landing pages are to marketers, what Immodium is to an astronaut with diarrhea. Challenge laid down. Chapter 1: Why landing pages rule, and why you should never send campaign traffic to your homepage If I've got your attention thus far, it's probably because you can't bear to tear your eyes away from my enchanting prose. Genius Insight #1: attention ratio The Homepage
Landing Page Best Practices: Remove Distractions, Be Bold & Tell a Story TweetTweet Last Friday, Oli from Unbounce & Peep teamed up for the second episode of Page Fights where they tore apart contestants landing pages & give them actionable advice & best practices on how to make their landing pages better. The winner of Page Fights gets 1 free year of Unbounce’s Pro 99 account, a half hour private consultation with Peep & free early membership into the ConversionXL self study course. In this second episode, they reviewed 5 different landing pages with the page owners & went into more detail than Peep normally does in our regular website reviews, so hopefully you’ll find more value in it. In case you don’t have time to watch the full 39:00 minute video, I’ve included the main takeaways as well as included links to helpful landing page best practice content from here & around the web. Finalist 1 – Paul Jarvis, Write & Sell Your Damn Book What’s interesting about this page is that it uses powerful copywriting to draw visitors into the page. Oli’s Feedback: Takeaways
How we made $1 million for Moz—with one landing page and a few emails When we first published this case study, Moz was called SEOmoz. Even though the company has since rebranded, the techniques described below are still as relevant as ever. In this talk, Moz’s CEO, Rand Fishkin, raves about the work we did, explaining how the money that we generated enabled Moz to develop from a membership site into a web app. Overview Moz is one of the world’s largest providers of tools and resources for online marketing. Nevertheless, in the first split test that Conversion Rate Experts conducted for Moz, we generated a 52% improvement in sales. Within the first four months of work, we increased annual revenues by $1 million. Phase I—analyzing the business and designing a more effective landing page We’ve all heard the business principle of “listen to your customers.” After all, it takes time, effort, and money to bring visitors to a website. Here are some of the methods we used to analyze Moz’s visitors: A wireframe of the page. The results of the split test. 1. 2. 3. 4.
5 Essential tools to attract a relevant audience to your blog It is not difficult to drive traffic to your site but what’s the point if visitors don’t stay around and read your blog post, sign up to your email list or buy your product or service? We’re all familiar with the following saying: Well, maybe you’re not familiar with that saying because I just made it up. But it does make sense! Let’s look at five great social media tools to ensure you attract a to your blog posts. The people that follow you on Twitter are some of the most likely targets for your blog post but you need to have a strategy for reaching them. SocialBro is a social media management tool. At 8am only 31% of my followers are actively tweeting but over 77% are active at 3pm in the afternoon. I’m based in Europe but focus on the US so it makes sense that more of my followers are online in my afternoon which is the morning in the US. When you are searching through Google for content you often see the authors picture displayed in the search results:
10 writing tips from renowned authors Just because you're writing blogs or website content doesn't mean you can't learn a few things from the great writers of yesteryear. In looking at the tips below, you might be surprised at how relevant and timely their advice can be. Here are 10 ways to improve your writing, online or otherwise: 1. Write, write, write. "Quantity produces quality. You know what they say, "If you want to be a writer, write!" 2. "When you do a thing, do it with all your might. If there's one thing that separates good writers from great writers, it's passion. 3. "Don't tell me the moon is shining; show me the glint of light on broken glass." It's one of the oldest pieces of writing advice there is and for good reason. 4. "Never use a metaphor, simile, or other figure of speech, which you are used to seeing in print." The first phrase that comes to your mind isn't always the best—in fact, if it's the first phrase that comes to your mind, it might be the worst one to use. 5. 6. 7. 8. 9. 10.