Wednesday, May 09, 2007
If you practice Internet marketing, you know the importance of a high converting “Landing Page”. Also called a promotional page, jump page, or squeeze page, effective development of these pages are essential for online marketing success.
If you don’t catch the attention of the browser with a big, bold, headline that is relevant, than nothing else matters. This is why expert marketers test multiple jump-pages at once – to see which page proves most relevant to browsers. For example, if a user is searching for tinker toys, the headline should be targeted as such - versus saying, “Hey check out these toys you can build with”. Doing so is not particularly relevant and as a result individuals will never get past the first few sentences of your jump page.
If people have to read beyond your headline and sub-headline before understanding what you’re selling (or offering), you’ll have a difficult time getting them to read any further. This is where visuals come in. Pictures are worth a thousand words and can convey your message quickly and with less effort. Make sure your jump page goes beyond plain text and integrates visuals in the form of a different colored font, pictures, and/or video.
Would you buy a product you never heard of? What if your best friend told you all about it? People like to buy based on recommendations. This is particularly true of online purchases. Having proof points validated through like-minded individuals removes fear and breaks down skepticism. There are a variety of ways to share a testimonial and they all work (photo and quote, audio recording, video).
Encourage action by offering something free in exchange for name and email address. If you’re actually selling a product from your page, consider giving added bonuses for making a purchase. The more you offer at the price point you’ve identified, the more value you create for your potential customer.
Create a sense of urgency with an offer that is only valid for a short time. You may also make your offer available to a limited number of new registrants. Either method works for creating urgency and encouraging a purchase. You will need to test your time-bound offers to identify the time frame that works best for your potential customer base. The same is true for limited-time offers.
Believe it or not, some marketers only provide one way for prospective customers to order their product or service. Unfortunately, the world doesn’t work that way, nor should it. Give users multiple options for how they pay. From traditional credit cards to PayPal, the more the merrier. Additionally, be sure to include an 800# for any questions they may have.
No matter how good you think you are, you can always do better. Be sure to test your control page, attempting to improve conversions each time. This ensures that your business will continue to grow and you’ll better understand what works and what doesn’t with your target audience. It will also help you better understand seasonal trends.