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7 Steps for Creating a Landing Page that Sells

Written by: Michael Fleischner

Article Overview: Your landing page can be the key to your online marketing success or failure. Find out how to make your promotional pages convert leads to sales.

7 Steps for Creating a Landing Page that Sells

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.

Related Articles
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  Teleseminars - 5 Elements of a Successful Lead Capture Page
  Quality landing pages to get more sales
  How To Start Your Own Business Using Landing Pages

Article Tags: landing page, marketing



Related Forum Posts
Re: Examples of Great Landing Pages - Kevin, been a while! hey I just reviewed the Landing Page - I like it! The structure is all there and I like how the testimonials are "related" to the business benefit of becoming a Partner - Nice work! Two points: 1. Have you tried other headlines or split tested other headlines? You can use google website optimizer to do it. I know you can come up with a slightly stronger headline unless this one came out on top. 2. I feel that when the page first loads it looks "incomplete". It's just a visual thing. I guess i was expecting a border around the content, a header image maybe... it's just the way i am wired to expect webpages to load. This point may be insignificant. Testing is the only way to know for sure.
Page Rank Changes - Hi Kevin - there is a lot of speculation as to why so many websites lost Page Rank. A few new sites that I've been following also got Page Rank for the first time. Every time Google does a Page Rank update there are websites that get caught in the crossfire and have to work to get their rankings back up!
Re: Secrets About Landing Pages Revealed! - Hi Greg, Thank for posting this, it's very helpful. Landing pages can convert very well if they are well written.
Re: Facebook Fan Pages - Hi Terri, I haven't yet started a Fan Page of my own (it's on my to-do list), so I don't have any tips to share yet. What others have mentioned about giveaways is a good idea. I also think updating your page with useful content on a regular basis is a must to keep Fans interested and coming back. This can easily be done if you have a blog because they allow you to import RSS feeds on your page. Every time you make a new blog post, your Fan Page can be updated.
www.tobuso.com and www.paperrollshop.com - Please take a look at these and tell me what I should do. I am too close to them to see it objectively at this point. The main on is the tobuso.com one. The other is just a paper roll side bar project. I have had a guy working on tobuso.com for about 2 weeks or so. I really dont understand why it doesnt have any Google Page Rank yet. I am starting to move up in the rankings for my targeted keyword but I am lacking in the google Page Rank and cannot figure out why. I guess it may just take more time. See if that is what it looks like to you.


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