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21 The Most Wasted Page On the Web

Among the millions and millions of web site pages out there, one kind of page is often wasted space just begging for some marketing think. And no I’m not talking about the About Us page, but it might be close second.

Most businesses online understand the need to capture leads through ebook, seminar and email newsletter sign-ups. Depending on the service you use the technology that drives these forms almost always redirects the subscriber to a success or thank you for joining kind of page. More often than not these pages are default generic pages created by the email service provider and left so by the user.

thank you page
Allstate’s thank you page gives some nice instruction on what to expect next.

In my mind this is some prime wasted web real estate. Think about it, the person just decided what you were offering on your site or landing page was worthy of them paying with their email address (even free is more like paying these days.)

You haven’t produced the kind of trust that would call for an all out sales message, but you can use that thank you page to gently talk about a few more things you think the reader might like or make a low cost offer with some special one time bonuses to move them into the buyer category.

It’s also a great place to set the expectations for what’s to come or give out some bonus information. This is your subscriber’s first experience so make it rich, add audio and video instructions so you can make a deeper connections. Here’s an example of a nice instructional thank you page. AWeber does about as good a job as any email service provider with this kind of functionality.

Adding some personalization to your thank you page by passing the name of the person that enrolls can be a nice touch. Some services offer this but it’s pretty simple to do with a bit of JavaScripting – here’s a tutorial

You might considering using the form to ask for feedback, particularly if this is a thank you for your order kind of page. Survey.io is a tool that help create this tool

This is also a great place to offer the free ebook or newsletter subscription of a strategic partner – in return of course for the same. Or, you even monetize your page by showing ads using a service like AfterDownload. The key is to keep this relevant and not too over the top, but still use it as a marketing tool.

18 Landing Pages Are Your Secret Conversion Weapon

landingThere lots of ways to attract visitors to your web site, but the true measure of success is always conversion. When it comes to converting those visitors to subscribers, enrollments and buyers, one of the most effective tools is what is commonly referred to as a landing page.

A landing page is essentially the page someone lands on first after clicking a link in an ad or email newsletter. It can be any page really, but the idea is that it’s a page designed for a specific purpose. Internet marketers have used this tactic forever, but done correctly, it’s become a standard marketing practice for anyone attempting to increase conversion. I guess landing pages aren’t really that secret, but not enough small business marketers use the awesome power they bring.

Any page you create for a web site can be a landing page, including a specific blog post, but there are services, such as Unbounce and SiteTuners, that can help you automate, design, test and track your landing page campaigns and conversions. These specialized services may well be worth the cost when it comes to creating the most effective landing pages.

There’s a bit of art and science to what makes a landing page work, so testing and tweaking will always be required, but the following tips should be used to get started optimizing your landing pages.

Only one thing – Your landing page is to do one thing and one thing only – ie: get a subscriber, offer an ebook, or create an enrollment for an event. Use every bit of the real estate to sell that call to action. Don’t try to introduce other possible options or you will find your pages will simply confuse.

Test variations – You must test multiple variations of your page elements at all times. One of the easiest ways to do this is using Google’s Website Optimizer tool that offers simple A/B testing. If you are using Google AdWords, or any other online advertising platform, make sure you are tracking individual ad conversions as well.

Message and ad – It may prove to be a good idea to have specific landing pages for each ad you are running. It can really help conversions when the landing page copy specifically matches the ad copy that brought them there. Tweaking your ads is just another part of the testing too.

Use video – It’s been proven in many studies that video on landing pages increases conversion. This is due to the fact that your call to action can be explained, you build trust when the visitors sees and hears a real person, and video is simply more engaging and harder to ignore. (Make sure you test you videos too!)

Make it easy – Make sure that’s it is obvious what you want the visitor to do and even more obvious how to do it. (This is where the use of video, audio, arrows and buttons can be effective.) Limit any data collection to name and email or your conversions will drop unless what you are offering is so valuable people will give more information.

Offer sharing – These days you’ll want to make it easy for a visitor to tweet, share and forward your page and their actions on your page. Add as much social networking functionality as possible. This is where the landing page services can come in handy.

Make thank you pay – After your visitor takes the prescribed action you should direct them to a conversion or thank you page, but don’t waste that space, use it to create even more engagement by offering an unexpected freebie ebook or download of some sort.

For more info on this topic, here are three books to consider. Landing Page Optimization: Tim Ash, Always Be Testing: Bryan Eisenberg, and Web Analytics 2.0: Avinash Kaushik

Image credit: spaceamoeba