Lander Tuesday Tutorial: " How to Create High-Converting Landing Pages"

Agenda

1. Overview 2. Tutorial 3. Ask Me Anything

A landing page can only cause one of five actions:

http://sethgodin.typepad.com/seths_blog/2006/04/vocabulary_land.html

1.Click 2.Buy 3.Register 4.Tell a friend

5.Learn something

landerapp.com

Only ONE action

landerapp.com

One Landing Page foreach Campaign

landerapp.com

“Sending visitors to your site destroys your conversions”

Landing Page VS Homepage

landerapp.com

“87% of companies could see a direct impact on their annual revenue from

landing page”

Win Fact

Source: MarketingSherpa 2011 Landing Page Optimization Benchmark Reportlanderapp.com

“Ad-specific landing pages outperform generic pages by increasing lead form

submissions by 115%”

Win Fact

Source: Quicksproutlanderapp.com

Your Landing Page is the...

Perfect chance to start a conversation, ask a question, invite discussion and welcome clicks on into your site.

And may be your only chance to reel in a visitor and convince them that your offer is worth their time and

attention.

landerapp.com

Why a Landing Page?

Landing Pages let you narrow your focus and remove the clutter that could distract

your visitor from taking the action you want them to take.

landerapp.com

And what does that mean?

Landing Pages can improve your conversion rates, and that means they can increase your:

● Leads● Sales● Visitors ● Subscribers● Followers

landerapp.com

When’s the Best Time to Use LPs?

● As destinations in your pay-per-click ads (Adwords, AdSense, Bing)● To create anticipation about a product launch● To segment your offers ● As destinations in your social media ads● To segment your audience ● To promote an event or webinar● To set up your Portfolio

landerapp.com

What are visitors expecting from my Landing Page?

Go ahead and put yourself in your visitors' shoes and think of common questions that they might have.

Best way to do it is to match headlines with your user’s search query.

landerapp.com

Headlines with directions

Users want to be told where to go, what to do, and how to do it.

That’s why the best performing landing pages have a clear, concise headline that immediately speaks to the reader’s

wants, fears or needs.

What are visitors expecting from my Landing Page?

landerapp.com

Clear Concise Language

Try to include everyday language, it’s very important to try to be as concise as possible.

What are visitors expecting from my Landing Page?

landerapp.com

Focus on them

People visiting your landing pages want to know that they’re important and valued.

Avoid using self-centered language like “I” and “we”, it gives the impression that you only care about

yourself.

What are visitors expecting from my Landing Page?

landerapp.com

1. Write Killer Headlines

Your Headline grabs and focuses your reader’s attention. It makes him want to read your message. It “sets the stage” and the emotional tone that will make conversion more likely.

● It should inform the user what the product or service is all about.

● It should be short

● It should be persuasive

Key Elements of a High Converting Landing Page

landerapp.com

2. Persuasive SubHeadline

If the headline makes the user look, then the subheadline should make them stay. A subhead is part of the one-two punch of a landing page’s power.

● Normally, subheadline is positioned directly underneath the main headline.

● Take the concept of the headline, and push it a little bit further.

● The subheadline can go into slightly more depth and detail than the main

headline.

Key Elements of a High Converting Landing Page

landerapp.com

Key Elements of a High Converting Landing Page

3. Images

Your visitors will be affected by the images on your landing page immediately.

● The pictures should be relevant to your product or service.

● Make sure the pictures are high-quality. This is not the place to feature

stock photographs or last-minute Photoshop botches

landerapp.com

4. Value Proposal or Benefits

Your Value is what your company does better than any other. It’s your competitive edge, and communicated effectively will make you stand out from the crowd and drive your success.

● One of the best ways to advance your value proposition is through a list of benefits.

● Benefits should be clearly focused on the user.● A value proposition can be found spread among the various essential

elements.

Key Elements of a High Converting Landing Page

landerapp.com

5. Trustworthy Testimonials

A landing page’s testimonials are one of its most important trust signals. A user wants to know that they can trust the product or service.

● Choose testimonials from people who are most relevant to your target audience.

● It’s important that every featured testimonial be accompanied by a photo of a real person.

● The best testimonies are those that are backed by real numbers, real data, and specific applications.

Key Elements of a High Converting Landing Page

landerapp.com

6. Powerful Call to Action

The last position is for the most important element of all — the call to action

● Make it big. Generally speaking, the bigger the better.

● The actual CTA copy is the most significant copy on your entire landing

page. Use something explosive, exciting, and persuasive.

● Use a button. People know what to do when they see a button.

● Whatever color you use on your CTA, make it different.

Key Elements of a High Converting Landing Page

landerapp.com

EXAMPLES OF GOOD LANDING PAGES

landerapp.com

EXAMPLES OF GOOD LANDING PAGES

landerapp.com

EXAMPLES OF GOOD LANDING PAGES

landerapp.com

EXAMPLES OF GOOD LANDING PAGES

landerapp.com

EXAMPLES OF GOOD LANDING PAGES

landerapp.com

EXAMPLES OF GOOD LANDING PAGES

landerapp.com

EXAMPLES OF BAD LANDING PAGES

landerapp.com

EXAMPLES OF GOOD LANDING PAGES

landerapp.com

EXAMPLES OF GOOD LANDING PAGES

landerapp.com

EXAMPLES OF GOOD LANDING PAGES

landerapp.com

www.landerapp.com

EXAMPLES OF GOOD LANDING PAGES

www.landerapp.com

EXAMPLES OF GOOD LANDING PAGES

www.landerapp.com

EXAMPLES OF BAD LANDING PAGES

www.landerapp.com

EXAMPLES OF BAD LANDING PAGES

Agenda

1.Overview 2.Tutorial 3.Ask me Anything

www.landerapp.com

http://landerapp.com

5 Landing Page Mistakes that Crush Conversions

1. Blowing the headline

2. Asking for more than one thing

3. Ignoring basic aesthetics

4. Having the call-to-action below the page fold

5. Not targeting your landing page

Agenda

1.Overview 2.Tutorial 3.Ask me Anything

Questions?

www.landerapp.com

Fernando Florez, Marketing Manager@FlorezFer

Thanks!

Need a hand with your Landing Pages?

[email protected]

www.landerapp.com