how to explode your landing page results
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It's about time to get to know how to collect leads by using your capture page...TRANSCRIPT
How To Explode Your Landing Page Results
Feb21st 2013 Written by Wealth Magnate
I just found the hottest article on how to improve your landing page results and collect more
leads.
It’s a true fact you have to really understand marketing nowadays to make decent money online.
The landing page is a main marketing method used for collecting leads, however lately it has
been overly used which of course leads to the need of more skill and better landing pages to
really make it work.
Have you heard of hick’s law?
Whether you know it or not, it has probably lowered the click-through rates on your landing
pages.
Here’s what you probably already know…
According to Hick’s Law, the more choices you give someone, the longer it takes them to
decide.
Here’s where it gets interesting…
It’s easy to misapply Hick’s Law and actually hurt your sales. I’m not disputing the wisdom of
one page, one offer. But that doesn’t mean you need to limit the number of ways you allow
visitors to take that offer.
If you want more orders, you need to provide as many ways as possible for prospects to say
YES!
Get results with more links, not fewer
Studies have shown that people often hover their cursor over the section of a Web page they are
looking at. As a result, the elements that attract their eye are the elements they click on first.
It may be a product image, a benefits statement, or an image of a happy customer. If it captures
their interest — and if it makes them want to buy — that’s where they click first.
Here’s a Crazy Egg heat map of one of our blog articles. As you can see, people click… well…
everywhere,
But what happens if the element they click isn’t hyperlinked? Or worse, in the case of an image,
what happens if the image is linked to the image location on the server?
Confusion. In many cases, people change their minds and leave. They’re interested enough to
click once, but not enough to hunt for a link.
Needless to say, more clickable items could easily improve sales. Provided, of course, that you
keep Hick’s Law in mind and maintain just one simple call to action.
Wondering how to do this tastefully? I mean, we certainly don’t want to fill the page with one
BUY NOW button after another. Let’s take a look at how one of the best direct response
companies in the world, Rodale, does it with their Lose the Wheat! Lose the Weight! cookbook
promotion.
A link every 150 pixels
You won’t believe this but there are four links to the order form in the first 600 pixels of this
Prevention Magazine landing page.
There’s only one offer, but four ways to get to it:
The “Johnson box,” or pre-headline teaser.
The red “Try it FREE!” tab.
The headline.
The pancake graphic.
It’s powerful copy. Powerful enough that you may decide to buy without having to scroll down.
On most other landing pages, you’d have to hunt for a link, but not here.
By hyperlinking all major top-of-the-page elements, Rodale encourages interested buyers to take
action immediately.
Notice that only one of these four links looks like a link: the red tab. This is a big reason why
Rodale’s approach doesn’t come off as over-kill. A more clickable landing page doesn’t have to
look like a link-fest.
Your take-away
Once you’ve crafted a selling headline, let it sell. Link it to your order page.
Consider adding other persuasive elements that allow people to take action right away. Add a
teaser above the headline (sometimes called an “eyebrow” or “Johnson Box”) or a subtitle (often
called the “deck”) below it.
If you can add an image, do. Then follow Rodale’s lead and link it to your order page.
Keep one focus, one response
Hick’s is right about one thing. You can improve results by focusing on a single call-to-action.
But that doesn’t mean you only ask for the order one time.
So keep it simple. One message. One call to action. With lots of opportunities for people to
accept your offer.
Make it easy for people to buy. Boldly link where no one has linked before. And create the
potential for significantly more sales.
The article originally appeared over at the Daily Egg
The conclusion:
It is really simple: you are in this game to make money, so don’t be afraid to sell. People like to
buy, but they don’t like to be sold, so find a way to give them what they want without being to
pushy, yet at the same time – providing them a lot of options to get to what you have, focusing
on only one product at a time.
And if something catches the eye on your landing page, then make it clickable, leading them to
your offer, and not to the actual file on your server.