Posts Tagged ‘conversions’

No matter whether you are a product or a service business, you need to be using landing pages in order to build conversions.

Many business owners think that their homepage is their landing page. This is a critical error, and completely undermines the purpose of landing pages: conversions. For example, imagine if you are sending qualified leads to your homepage to convert (buy your product), they will land there and have no means by which to satisfy their need (purchase), and will likely bounce off your page.

Landing pages are built with the sole objective of converting those people that land on them. This conversion could be signing up for an email, registering for a contest, entering a draw, or purchasing a product. But, the main takeaway here is that landing pages should be optimized for a specific target audience. Your marketing efforts will hopefully drive qualified leads to these pages, where they will eventually convert.

In order to create an effecting landing page, you need solid structure. Here are the main ingredients you will need to build an effective landing page and generate more conversions:

1. Main Headline

  • Top of the page
  • Compelling. E.g State Farm Insurance – “See why 40 million drivers trust us”
  • Sole purpose is to capture interest and get people reading more

2. Related sub-heading

  • This should support and further explain the promise/ message in your main header
  • It should get people to keep looking
  • Keep it short and sweet. A couple sentences is usually enough to maintain interest.

3. Differentiation

  • Provide a bulleted list of attributes/ features that make your product/service better than the competition
  • Outline how your solution solves the reader’s problem

4. Visual Testament

  • Embed a photo or video that shows real-life customers benefiting from your offering
  • Distill comfort in the fact that your product will solve their problem

5. Call-to-Action

  • This is most critical element of the landing page
  • Be clear and concise
  • Display the CTA prominently (above the fold)
  • Make it clear what the person is signing up for

6. Testimony

  • At the bottom of the page include actual client testimony (include profile image), or a list of current clients to build credibility

Conclusion:

Always make sure the content you are including on your landing pages is relevant to the anchor text and search queries linking to them. In other words, make sure the content and purpose of the page is mapped directly to the keywords linking to them. This way, you will be delivering targeted traffic to your pages, increase your chances of converting, and reduce those nasty unwanted bounce rates.

Also, check out Unbounce’s 7 elements of a winning landing page for a template landing page design and further best practices.

Let me know you thoughts????

Email marketing has a mixed reputation. Some people think it is great as a CRM or loyalty tool, others think it is effective as a lead nurturing channel, while others believe it is simply archaic, obsolete in the continually changing world of digital marketing.

I believe there is a time and place for everything. And, email is no exception.

Today, I have chosen to concentrate on the email marketing channel as it relates to lead generation: the first stage in the customer conversion cycle. Here are some tips to optimize your lead generation efforts using the email channel:

+ Use incentives in your subject line to increase open rates. For example, “Free shipping when you spend $25 or more.”

+ Keep your email copy concise and to the point. I recommend keeping you copy to under 100 words, or three short paragraphs.

+ Keep your call-to-action (CTA) and key message above the fold.

+ Keep your email width to 500-650 pixels, any wider and people will gave to scroll horizontally to read your message. Don’t do it!

+ Keep your subject lines short – no more than 40 characters. Also, make sure your subject line creates urgency and is related to the core message or offering in your email.

+ Use auto-responders for email opt-ins. Let’s face it, people forget when they opt-in for emails. According to Hubspot, auto-repsonder emails should be sent out at 1 day, 5 days and 10 days after the person registers. Each auto-responder email should be unique, and offer bonus material to reward those that opted in. Most ESPs allow you to set up triggered email campaigns.

+ Always tie emails to custom landing pages. This is a big one when it comes to conversions. Email headline, copy and content should match the landing page. It is important to track which combinations perform the best and equate to the most conversions.

+ People should be able to open your email and “get it” within 5 seconds, any longer and you aren;t being concise enough, or your value proposition is not clear.

+ NEVER try to sell anything in your first email contact. The purpose of the first lead email contact is to leave the reader wanting to know more. An inquisitive click is essentially a warm lead. If people don’t want to know more, they wouldn’t have bought from you in the first place.

+ Incorporate a content strategy centered around educational value. If you can demonstrate thought leadership early on the buying cycle you will have that much more influence and credibility when it comes to the conversion stage.

+ Include Alt and Title text. This text should contain a CTA, as well as a link to a landing page.

+ Avoid legal action by making sure that you are following all CAN-SPAM laws. Include a physical mailing address, notification that the communication is an advertisement, and an unsubscribe link.

+ “Cash” and “sale” are examples of SPAM-sensitive words and should be avoided as much as possible in email copy.

+ Personalize communications with variable merge tags that populate personal data in the email body, such as *|FNAME|*. This is particularly important for retention purposes.

+ Always include links to your social media, blog, website and any other owned sources that may derive value for your readers and/or enhance your credibility.

+ Sharing icons can be valuable in terms of building reach. But, be careful with the content you choose to amplify.

+ Try and repeat your CTA 3 times throughout the body of the email.

+ Try writing your email before the subject line to improve the relevance of your subject line.

Lead generation is a delicate practice. Follow best practices, and implement a solid content strategy and you’ll be converting in no time!