how to create a successful landing page that convert

Landing Pages That Convert

And Make The Phone Ring!!

Imagine A Store

● Never Advertises

● No Signage in the Aisles

● Does’t Bag Your Groceries

● Charges Fee Just to Walk-in

@adupont65

Imagine A Store

● Never Advertises

● No Signage

● Does’t Bag Your Groceries

● Charges Fee Just to Walk-in

@adupont65

Costco by the numbers

● 2nd is Sales to Walmart

● Costco Carries 4000 items

● Walmart Carries 100-150k items

@adupont65

The Reason Why Costco is Successful ?

Conversion@adupont65



#1 Less is more



#2 Scarcity



#3 Free Samples



#4 Easy



And….

$1.50 Hot Dog

+ Soda

Today’s Agenda

1. Rules of Engagement

2. Myths & Truths

3. Colors

4. Common Mistakes

5. Essential Elements

6. Techniques for Offers/Events

7. Bonus: Few Persuasive Words @adupont65

Rules of Engagement

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Rules of Engagement

Rules of Engagement

@adupont65

Two Questions

1-Is this for me?

2-Can I trust you?

Rules of Engagement

@adupont65

3-5 seconds

Rules of Engagement

1-Don’t Send Traffic to Your Home Page(Conversion happens on a Landing Page)

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Rules of Engagement

2 - Be Clear - Be Relevant

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Let’s Start with a Story

Julia Tutle

@adupont65

Rules of Engagement

What Service Each Website Offered?

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Rules of Engagement

3 - Less is More

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Let’s Start with a Story

Julia Tutle

@adupont65

Rules of Engagement

@adupont65

Myths & Truths

Myth & Truths

1 - Above the Fold Myth (People will scroll...once they answered the 2 questions)

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Myths & Truths

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Myth & Truths

2 - Your Screen Resolution Truths (The answers are with Google Analytics)

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Myth & Truths

2 - Your Screen Resolution Truths (The answers are with Google Analytics)

@adupont65

Google Analytics/Audience/Mobile/Overview

Myths & Truths

Average Conversion

B2B = 13.28%

B2C = 9.87%Source: wishpond@adupont65

Rules of Engagement

@adupont65

Colors

Colors

Yellow

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Yellow:Optimistic, Youthful, Grabs Attention

Colors

Yellow

@adupont65

Red:Energy, Urgency

(often used for Clearance Sales)

Colors

Yellow

@adupont65

Orange:Aggresive

(Great for CTA Buttons)

Colors

Yellow

@adupont65

Pink:Romantic, Feminine

(Great for Woman Only)

Colors

Yellow

@adupont65

Blue:Trust, Security

(Banks, Accountants)

Colors

Yellow

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Green:Wealth, Finance, Entertainment

(Easiest Colors on Eyes)

Colors

Yellow

@adupont65

Purple:Soothing, Calm

(Beauty, Anti-aging products)

Colors

Yellow

@adupont65

Black:Powerful, Sleek

(Luxurious & Sophisticated)

Rules of Engagement

@adupont65

5 Common Mistakes

Common Mistakes

1 - Self Important Being Clever vs. Being Clear

Sounding Impressive vs. Relevant

Marketeze vs Readable

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Common Mistakes

2 - Impatient BUY NOW!!!

JOIN NOW!!!

DO IT NOW!!!

@adupont65

Common Mistakes

3 - Too Coy Afraid to Ask - No Specific CTA

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Common Mistakes

4 - Too Much TextLorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et

dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex

ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu

fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt

mollit anim id est laborum.

@adupont65

Common Mistakes

5 - Lack of Credibility No Reviews or No Credible Affiliation

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Rules of Engagement

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16 Essential Elements

Essential Elements

1 - Awesome Headline Short, Simple, Result Oriented

+ a strong Subheadline

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Essential Elements

2 - Amazing Picture Just one

No stock photos allowed

3 second rule

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Essential Elements

3 - Explanation - Why Why you do what you do ?

What makes you special ?

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Essential Elements

4 - Clear Value Prop - Benefits What will I gain ?

How is my life going to be better ?

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Essential Elements

5 - Logical Flow

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Explanation

Benefits

Testimonial

Call-To-Action

Essential Elements

6 - Identify The Pain What is the pain?

What is the problem?

What is the issue?

@adupont65

Essential Elements

7 - Something About Pleasure Imagine a world with…

What if you could…

How would your life be if...

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Essential Elements

8 - Trustworthy Testimonials Relevant to product/service

With name, city & a photo

@adupont65

Essential Elements

9 - Multiple Methods of Contact Phone - Email

Form - Text

Beeper - Morse Code

@adupont65

Essential Elements

10 - A Guarantee Money back

Results

Time Frame

@adupont65

Essential Elements

11 - Powerful CTA Use Power Words

Obvious - Colorful (Orange?)

Make it Personal (You)

@adupont65

Essential Elements

12 - Trust Indicators Client Logos

Affiliations

Certifications (explain)

@adupont65

Essential Elements

13 - Videos Related to Product/Service

Don’t Sell - Be Helpful

@adupont65

Essential Elements

14 - A/B Testing Google Optimize

Optimizely

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Essential Elements

13 - A/B Testing Google Optimize

Optimizely

@adupont65

Essential Elements

15 - Impeccable Grammar I am not knowing…

Improve copy > hire a pro

(hint: you suck at copy)

@adupont65

Essential Elements

15 - Impeccable Grammar I am not knowing…

Improve copy > hire a pro

(hint: you suck at copy)

@adupont65

KopyWritingCourse.com

Essential Elements

16 - Remove Ability to Navigate Remove right/left column

Reduce Navigation

@adupont65

Rules of Engagement

@adupont65

7 Strategies for

Events/Commerce

Strategies for Events/Commerce

1 - Incentive Save 10% now...

Early bird ends on...

@adupont65


2 - Limit Choices Don’t have too many offers

The Costco model: less choices = more sales

@adupont65


3 - Customer Service with Light Touch Your Pop-Ups are f*cking annoying!!

I can see the message box

@adupont65


4 - Test Drive or Free Trials Offer a taste or a sample (easy entry)

@adupont65


5 - Real Time Social Proof Facebook or Twitter Feed

@adupont65


6 - Scarcity & Urgency Limited Stock “Only 8 left!”

Show what is “sold out”

Ends on Friday at 5pm EST

(show countdown)@adupont65


7 - Show The Value Was $199 - Now $159

A 30% Savings

@adupont65

Rules of Engagement

@adupont65

BONUS

Power Words

Power Words in Title

Today - Right Now

Fast - Easy - Quick

Simple - Step by Step

@adupont65

Power Words in Copy

New - You - Free

Because - Now - Imagine

Limited - Instantly

@adupont65

Quick Recap

1. Rules of Engagement

2. Myths & Truths

3. Colors

4. Common Mistakes

5. 16 Essential Elements

6. 7 Techniques for Offers/Events

7. Bonus: Persuasive Words @adupont65

Thank You

Antoine DupontCEO of KATAPULT Marketing

Digital Marketing Strategist | Speaker

www.katapult.marketing

www.antoinedupont.com

@adupont65

how to create a successful landing page that convert

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