creating landing pages that sell
TRANSCRIPT
CREATE LANDING PAGES THAT SELL
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Bob Bly, Copywriter, Internet Marketing Strategist www.bly.com
www.TheLandingPageGuru.com Phone: (201) 505-9451 [email protected] Twitter: @robertbly
Today’s Featured Presenter:
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Event Recording Webinar is being recorded Email to webinar, slides, Q&A on Tuesday Summary Q and A paper
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Bob Bly: ◦ 4 free marke?ng reports worth over $100
◦ Download at h@p://www.bly.com/reports
Pinpointe: ◦ Free -‐ 1 month Service ($42 ~ $500 value)
◦ h@p://www.pinpointe.com/get-‐started
◦ Coupon code: PPTWEBNR (Through March only)
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• “Business Class” Email Marke?ng
• 6,000+ companies using Pinpointe plaZorm
• Mostly Mid-‐Sized businesses – “B2B” and “B2C”
• Drive traffic to landing pages with Pinpointe!
“Pinpointe is like Constant Contact on steroids!” – Pinpointe customer
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• Internet Strategist, Copywriter
• Author of 75+ books
• Has appeared on TV, and radio
• Clients include IBM, Medical Economics, AT&T, BOC Gasses, and others
• Helps a wide range of clients with email marke?ng, copy, direct marke?ng & more.
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C = Conversion rate M = Prospect mo?va?on V = Value proposi?on I = Incen?ve to take ac?on F = Fric?on A = Anxiety
Source: Marketing Experiments
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Banner
Headline Copy
Subhead
Image
Body Copy
Close
Form Position
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P. 9 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
Conversion Rates Variable Design: Image
15.91%
19.26%
15.19%
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Great For: • Relationship-building • Teaser • Content
Online Video
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Keyword/ Headline
IT Training IT Career
Free IT Training
4.69% (170% lift)
2.7%
IT Job Security Worries?
1.7% 4.3%
(59% lift)
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* Landing Page = long copy * Transaction page = short copy
House Files
Customers E - zine Recipients
E - zine Ads
Landing Page or
Microsite Rented Opt-in E-Lists
• Short E-mail • Transaction Page
• Long E-mail • Transaction page
• Short E-mail Landing Page •
• •
Long E-mail Landing Page
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Results: 32% Click Rate
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Friends
E-Zine
Long-Copy Landing Page
Strangers
Banner Pop-up SEO Pay-per-Click (Google Adwords)
Short-Copy “Preview Page”
Long-Copy Landing Page
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(Squeeze Page)
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Varies extremely widely depending on the following factors: • Freshness of the names on the list • Extent of rela?onship between list members and personality sending the e-‐mail • Extent to which the list has received similar offers before (burnout) • Extent of the copywri?ng/offer prowess of the sender • The balance between what’s shown in the e-‐mail and what’s lej behind the curtain • How targeted the list topic is • Ranges from less than 1% CTR to as high as 27% plus • TheStreet.com list of 2 million had click through rates of up to 5% • Niche markets with much smaller, more highly targeted lists average about 12% • Newsle@er ar?cles sent to your house list – 6-‐10% • Free offers sent to your house list – 6-‐10% • Sales offers to your house list – 3-‐5% • Anything sent to 3rd party lists – 0-‐2%¹
¹source: Email Sherpa
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Landing Pages • General Retail Markets – 1% to 3% • Targeted Niche Markets – 10% to 20+%
Online Conversion E-‐mail Series • 10% to 30%
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Test A -‐ (white text on red) Test B -‐ (white text on green) Test C -‐ (black text on yellow)
Test D -‐ (deep blue text on ochre)
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• Test A -‐ Benchmark • Test B -‐ 14% lij • Test C -‐ 22% lij • Test D -‐ 27% lij
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Pre-head
Left Column _______
Author photo
Credibility Bio
Order Button
Become an Affiliate
E-zine offer
Lead
Head
CR: 4.5%
Subhead
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New Subhead
Lead-in
Bullets
CR: 4.5%
Testimonials
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Content Sidebar
Credibility
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Close with a Guarantee
Extend
Scope
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P.S. Offers the Bonus
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Conversion Rate Variable Design: Headline 24.00% “Why watching this DVD could be
worth an extra $10,000 per year.”
18.21% “Before your next performance review, make sure you’ve watched this.”
16.33% “How watching this DVD could keep you off the pink slip list for good.”
14.63% “How to get a raise on your own terms.”
13.01% “Starting 8/31/05 get paid what you’re worth.”
17.41% “At last, a surefire tactic to get a raise on 8/31/05.”
Winner!
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CR: 10.9%
Credibility
Familiarity
Clarity – “Just say what it is
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Credibility
News/Benefit Credibility
Track Record
Big Idea
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Alliteration
Engage Reader in your story
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CR: 9.2%
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Sent: 6/19/2006
Clicks: 1,567
Orders: 47
Gross Rev: $1,833
Conversion: 3%
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P. 38 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
P. 39 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
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Offer on First Screen
More Credibility
Credibility Building Graphic
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“Free on Free” Squeeze Page
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www.eagleeyeoffer.co.uk
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www.MagicMaestros.com
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1. Build credibility early.
2. Capture the e-‐mail addresses of non-‐buyers.
3. Use lots of tes?monials. 4. Use lots of bullets.
5. Arouse curiosity in the headline.
6. Put an emo?onal hook in the lead.
7. Make it ?mely and current.
8. Solve the reader’s problem. 9. Offer bonuses.
10. Stress the money-‐back guarantee.
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Bob Bly Copywriter, Internet strategist Phone: (201) 505-9451 Subscribe to Bob’s “Direct Response Letter”: www.bly.com/reports or www.TheLandingPageGuru.com