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Monday, October 01, 2007

Building an Effective "Jump" Page

Monday, October 01, 2007

Your jump page, also referred to as a "landing page" or "squeeze page" is an essential tool for generating revenue for your online business.

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.

After a web browser clicks on a search engine generated link (organic or paid), they are directed to a website or jump page. Depending on your promotional tactics, you may be using pay-per-click marketing to generate sign-ups, inquiries, or sales. Regardless of the specific purpose of your page, one fact remains the same – you want a browser to take some type of action.

In the steps that follow, I will share some landing page best practices that have been provide to increase conversion rates and have those browsers taking the action you’re hoping for. Keep the following concepts in mind when designing your jump-page:

  • Big, Bold, Relevant Headline. 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.

  • Use Visuals. 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.

  • Testimonials Sell. 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).

  • Provide Something for Free. 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.

  • Limited Offers. 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.
  • Your jump page can be your livelihood. Don't leave jump page development to chance. Use the tips noted here and be sure to think through your jump page strategy. Lastly, make sure to test multiple jump pages at the same time to determine which is most effective.


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