[e-book] create conversion optimized landing pages
DESCRIPTION
Get this E-Book to create conversion optimized landing pages.TRANSCRIPT
How to Create Conversion Optimized Landing Pages – The HABITS Framework
• Marketers who want to build conversion optimized landing pages • Anybody interested in generating leads
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What will you learn?
• How to create landing pages that convert
Who can benefit from this E-Book?
What’s Inside!
CHAPTER 01: Create Landing Page that Convert
01-1 What are landing pages
01-2 How is landing page different from webpage
01-3 Why should you use landing pages
CHAPTER 02: HABITS of creating conversion optimized landing pages
02-1 Headline
02-2 Actions
02-3 Benefits
02-4 Image/ Media
02-5 Trust
02-6 Speed/ Urgency
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CreateLanding Pages That Convert
CHAPTER 01
04Chapter 01- Create landing pages that convert
What are Landing Pages?
How is Landing Page different from webpage?
Landing page is a special purpose webpage:
Contains information about single offer.
All elements on landing page support the said offer/objective
Contains lead capture form or call-to-action link that leads to form
Usually not a part of website navigation
The page where you want campaign traffic to land for lead capture
A Landing Page is NOT:
a page for detailed description of product/services
a page for corporate info
A Landing Page does not contain navigation elements.
Sample webpage1
2
1. Navigation
2. Detailed
description of
product
05Chapter 01- Create landing pages that convert
Sample landing page
1. No navigation
2. Focused Content
3. Form for Lead Capture
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06Chapter 01- Create landing pages that convert
Why use Landing Pages? You run ad campaign with specific objectives.
Redirecting a visitor to website may confuse him and he may navigate away.
Landing Page would prompt the visitor to take an action.
Most Ad Campaigns are PPC. Without lead capture landing page, you are wasting ad clicks.
Landing page gets you visitor details.
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HABITS of creating conversion optimizedlanding pages
CHAPTER 02
Headline / Tagline
Action / Call-to-
Action
Benefits / Value
Image / Video
Trust / Testimonials
Speed / Urgency
09Chapter 02- Learn habits of creating conversion optimized landing pages
Here is a HABITS Compliant Landing Page1. Headline2. Action3. Benefits4. Image5. Trust6. Speed/Urgency
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10Chapter 02- Learn habits of creating conversion optimized landing pages
Headline
Visitor will spend 3 seconds or less on reading the headline. Therefore, it
Should be Short, to-the-point & catchy
Must match message on Ad Copy Should have summary of
offer/value/benefit
Use sub-headline (if needed)
Should stand in font color & size
Using Numbers in Headlines also
works well
Numbers in Headline seem attractive
11Chapter 02- Learn habits of creating conversion optimized landing pages
Action
Use persuasive CTA above the fold
Make it distinct: Use color contrast
Don’t use generic CTAs, like
‘Submit’
Instead Use ‘Download Whitepaper
NOW’, or ‘Signup for Free Trial’
You can use directional cues to
point visitor to CTA
Above the fold
Strong color contrast
Action centric message
Directional cues on CTA
12Chapter 02- Learn habits of creating conversion optimized landing pages
Benefits
Emphasize benefits of offer in headline
Use bullet points to highlight benefits
Perceived value must be greater than perceived cost
Don’t confuse ‘features’ with ‘benefits.’ Value is not
about who you are but what visitor will get from offer
• [Bad] Product is highly configurable and can be
customized for any needs (describes features)
• [Good] Increase Employee Engagement, Retention
and Productivity (describes benefits)
13Chapter 02- Learn habits of creating conversion optimized landing pages
Perceived Benefit is high: Rs. 1000/- OFF on Rs. 8000/- Holiday Package makes decent enough offer.
Perceived Cost is less: Visitor has to give his/her Name, Email ID and City to claim offer. He is not even being forced to book package then & there. Thus perceived cost is very less.
Whenever Perceived Benefit > Perceived Cost, probability of form fill increases.
14Chapter 02- Learn habits of creating conversion optimized landing pages
Image/ Media
Provide at least one supporting image / video
Use sources like DepositPhotos, GettyImages, ShutterStock to buy images
Researches show that videos can increase conversion by 80% (videos are engaging)
However, don’t overdo media elements:
i. Too many images can appear tacky ii. Big videos can increase the loading time
15Chapter 02- Learn habits of creating conversion optimized landing pages
Trust
If you are the seller, potential buyer would take the word of
3rd Parties over yours. You can use any of the following
credibility builders:
List of Customer Logos, Customer Testimonials
Product Reviews
Social Proofs
Press Coverage
Award & Recognitions
Certification
However, don’t go overboard with trust building. use only a couple of these items at a time.
16Chapter 02- Learn habits of creating conversion optimized landing pages
Speed
You can make offer more
desirable by making it:
Exclusive
Limited supply
Time-bound
Making the offer exclusive makes it more enticing
17Chapter 02- Learn habits of creating conversion optimized landing pages
Use HABITS! Create Landing Pages that Convert
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