7 Steps for Creating a Landing Page that Sells
7 Steps for Creating a Landing Page that Sells
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.
• Time Bound/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.
• Offer Multiple Payment Options. 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.
• Test.Test.Test. 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.
Creating an effective jump page is essential for successful online marketing. Begin with a basic page that follows the criteria mentioned above. Test multiple pages to determine which has the highest conversion rate and continually tweak the page to improve results. This ensures jump page will continue to produce long into the future.
7 Steps for Creating a Landing Page that Sells - To learn more about this author, visit Michael Fleischner's Website.
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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.
• Time Bound/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.
• Offer Multiple Payment Options. 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.
• Test.Test.Test. 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.
Creating an effective jump page is essential for successful online marketing. Begin with a basic page that follows the criteria mentioned above. Test multiple pages to determine which has the highest conversion rate and continually tweak the page to improve results. This ensures jump page will continue to produce long into the future.
7 Steps for Creating a Landing Page that Sells - To learn more about this author, visit Michael Fleischner's Website.
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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