Before I start I would like to point out that the phrase ‘landing page’ is quite generic and varies depending on context. For example a squeeze page that is designed purely to capture the email address of its visitors, is also known as a landing page. This is different to a long sales page that normally has around 4,000 words of sales copy designed to specifically to get a visitor to buy a product. Also you may have seen CPA (Cost Per Action) landing pages, which are typically a lot shorter than long sales letters. Furthermore landing pages designed for PPC (pay per click) marketing are generally different for landing pages designed for CPV (cost per view ) marketing.

Whatever context the phrase ‘landing page’ is used in, the way I see it, is that landing pages are specifically designed to get the visitor to take some kind of action. Increasing landing page conversions, in whatever context, is all about optimising the page to increase the numbers of actions that the visitor takes (whatever those actions are determined to be). The following guidelines on how to increase landing page conversions can be applied to all landing pages regardless of the context they are used in.

1. Write A Powerful Headline

In my opinion a powerful headline is the most important aspect of any landing page. It is typically the first part of the page that the visitor notices and needs to be strong enough to grab their attention. You must clearly communicate how your offer/product/service is going to be of MASSIVE benefit to the visitor. Remember that visitors are not interested in anyone but themselves. Do not spoil headlines by talking about how wonderful your company is. Use the headline to jump out of the page, grab the reader by the throat and force them to pay attention. Make sure you test your headlines and keep tweaking and improving them for maximum impact.

2. Create Scarcity and A Sense of Urgency

People are click happy on the web and can close your site down in a second. Use tried and tested tactics of creating scarcity to make sure they take action now! Because otherwise they may never come back to your site. There are many ways to create scarcity. For example you can warn visitors of a price increase, unless ‘they order before midnight tonight’. You can get a simple programming script written which will actually count down the time they have to purchase the item. I’m sure you have seen these tactics before and indeed maybe even felt they were a little naff. But marketers use them for a reason. Because they work! If you want to increase your landing page conversions then you are going to have to create scarcity and urgency.

3. Add Audio and Video

Extensive testing from a range of internet marketers has proven time and time again that audio and video help to dramatically improve landing page conversions. Firstly I think that people like to hear a real human (as opposed to a static web page) and secondly because it gives you the opportunity to tell people what to do. The great thing is that audio and video are extremely cheap to make and can have a massive impact.

4. Don’t we-we all over yourself

Whatever you do, make sure that you don’t talk about how wonderful you are, how great your company is, what awards you’ve won for customer service etc, etc. Realise right now, that customers have absolutely no interest in you or your business. They are only interested in one thing: Themselves. Think of your target customers as the most selfish people in the world. They have come to your site to find out how they can benefit. Use the word ‘You’ a lot because when visitors read this they automatically think ‘me’. Don’t mess your landing page up by we-weing all over yourself.

5. Use testimonials

You know this already but you absolutely have to use testimonials. I’m sure you’ve seen it many times before ‘ as seen on Oprah, CNN, ABC’, or people giving testimonials. You may be aware of the concept of social proof. I.E. If everyone else is doing it, it must be ok. Use testimonials to increase your social proof and watch your landing page conversions increase.

6. Use Bullet Points To List The Main Benefits

Whether you are writing a long sales letter or short squeeze page, make sure that you have a short bullet point list of the main benefits the reader will get by taking some kind of action. People tend to scan when they read web pages and a short bulleted list helps to reinforce the reason why they should be taking action.

7. Ensure security/protection/privacy

People are still paranoid about online fraud or having their email address traded with a group of malicious spammers. If you are asking them to purchase a product make sure you emphasise that the transaction will be processed over a secure server. If you are squeezing emails, make it very clear that you never rent or sell email addresses.

8. Offer A Guarantee

You need to do as much as possibly to mitigate the apparent risk for the buyer. Offering a guarantee is an excellent way to do this. One excellent example of this Eben Pagan’s Double Your Dating Product. I recall that he had a guarantee in it that you could try the product for free for something like 14 days and if after that you weren’t totally happy with it, you could keep the product and not be charged. I mean how powerful is that! That completely takes away all the risk and makes purchasing the product an apparent no brainer.

9. Have a Strong Call To Action

I cannot over emphasise the importance of having a strong call to action. If you want somebody to hand your their email address, then make it very clear, tell them in a video or via audio and have a powerful arrow showing them precisely what to do. Along with a powerful headline, having a strong call to action will massively increase landing pages conversions.

I hope that you have enjoyed this post on increasing landing pages conversions. As mentioned landing pages vary depending on context however, I feel that the information I have laid out can really help you. Use the nine points as a checklist next time you are designing a landing pages and make sure you try and get all of them in.

To your massive success

Guy

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