Introduction. Seven Steps to Double Your Landing Page Conversion and Have Your Cost per Lead. InternetMarketingMag.net

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2 Introduction The goal of this report is to give you as a business owner and entrepreneur a step-by-step system which gives you everything that you need to know to take your existing website landing pages and make them more effective by doubling the rate with which they capture leads. As a marketing agency, we ve done hundreds of split tests in different markets, different products, different verticals, and effectively you re going to leverage some of the high level of the methodology that we used to go about doubling landing pages and more for businesses. Lead generation is crucial to your business because leads effectively are the lifeblood of any business. The more leads you have coming into the business, the more options that you have. Lead generation ideally becomes the top of the marketing funnel. With the marketing funnel, you then have the ability to create relationships and rapport overtime, as closing sales is all about the right message for the right person at the right time. When the prospect is ready to buy, they ll buy and that s why you need to create this relationship with them. 2

3 Seven Steps to Double Your Landing Page Conversion Let s now get into the Seven Steps to Double Your Landing Page Conversion. Step #1: Survey Your Database Audience The first step is to survey your database audience. I once learned from a very wise man (who I used to pay $1,000 a month to mentor me), that the quickest way to become a marketing expert is to ask your targeting market. The reason why is because they, and only they, know exactly what it is that they want and need. Want is more important than need, because as marketers, we really need to deliver on what the markets wants and then sell them what they need overtime. A lead magnet is something that you re willing to give away in exchange for the prospect s details. The most common problem we see is the business owner say, This is what we ve got as a lead magnet and it s a report or video etc, but at no stage has it been asked to the client, "Is this what you really, really want?" It s not uncommon for us to get landing pages converting a 20%, 30%, 40%, and even 50% day in and day out when we get all of 3

4 the elements right and we are able to answer the question above accurately. See a Survey Example below. From the survey results once you find out what the market really wants you can then design your lead magnets around that rather than just making informed guesses at what to use as a lead magnet. Getting into the nitty-gritty of this, there's two different ways of going about building the survey. 4

5 1. Use your CRM system such as InfusionSoft, or Office AutoPilot, or whatever it may be, to build the survey. Ask for their name, , and what the survey questions are. The advantage of this approach is that you re then building intelligence against the lead s person record. For example if Joe Blogs was the lead, you can then see that Joe Blogs biggest pressing issue was "X,Y,Z". Then if you are ever engaging with Joe in sales process later on, you can know by looking up his person record exactly what issues were concerning him or what he really wanted when the survey was done. The disadvantages are that it s a little bit more technical although not what I would consider very difficult to set it up this way. 2. Use specialist survey tools like Survey Monkey. This is definitely a lot quicker and easier to get going with. The disadvantage is that you re then not recording market intelligence against that lead s person record of what they ve said as a response. For me personally, I ll always use the CRM, but Survey Monkey or an equivalent is definitely a quick and easy way to go. It s very common for business owners to skip this survey step. We don t recommend you skip any of these steps because without it, you re just making assumptions. You really need to know what your market thinks and wants so that you can give them exactly that. Step 2 - Design multiple lead magnets ready to test The second step is to review and decide on your lead magnet that you re going to give away on your landing page in exchange for your site visitor s details. 5

6 Ideally you will want to test multiple lead magnets and decide on a winner. You can also run multiple lead magnets for different sub section s of your market but that is a bit more of a sophisticated approach that most businesses need. For the smaller to medium size business, just getting one lead magnet that s really converting well is a great way to go. If you review your survey results you will be able to group together different themes of results. You ll generally see two or three or four different themes of what people really wanted. If you take the top two of these and design both as lead magnets, and then split test them against each other, you will easily be able to figure out which ones to spend the time and money on. The only real answer to this is just to test them. If you ve got a question mark at all about which one to run, don t skip this step as it will make your lead generation more costly and less efficient if you do skip this step. With your lead magnets another thing to test is different types of offers. Free Reports are very common, but videos, webinars and mind maps can also work well. There s no right or wrong answer as to what to test. Personally we found reports really work well. I remember some of the first split tests we did in the early days of the marketing agency were testing giving away the farm (multiple free products) vs. a free report on what the market really wanted. We initially thought that the more the better but that was proven to not necessarily be the case as the right specific offer which speaks directly to your markets wants will out perform a whole bunch of free stuff any day. The real answer is to test and measure with your market via a series of split tests. Step 3 Setup Your Split Test When we talk about testing and measure, what we are really talking about here is set up an A/B split test (one initially and then repeating the process over time when you find a winner). 6

7 If you are more advanced, then you may want to go on and do a multi-variant split test. But for the purpose of this report, let s stick to A/B split testing. What this is talking about here is that you design one landing page with your lead magnet on it and then you design a second version of it with either a second lead magnet or a change to something on the landing page (more on that in future sections). We always call the second page /Index2 or something to that effect. Then you can use any split testing tool to run a test against each other. Everyone has access to the free Content Experiments tool inside Google Analytics so lets use that in our example. This tool has replaced Google Websites Optimizer. It s not as good as what Google Website Optimizer was, but it does the job just fine for 99% of businesses. Here s how easy it is to setup a. Firstly you need to define a goal. This is the thankyou page following the opt-in from your landing page. b. Then you give your experiment a name and configure it to use the goal from the first step as the thankyou page (the objective for the experiment). 7

8 c. Next you need to configure it to tell Google Analytics what the URL of first landing page is, as well as the URL of the second landing page that you would like to split test with it. 8

9 d. Google will give you some html code to put on your site. If you have the skills do this yourself or alternatively pass it on to your web developer to assist you with it. e. Start the experiment. Google will then start a round robin for you where it sends half of your traffic to the first landing page and half of your traffic to the second landing page. You keep this running and over time it will declare a winner. This is not something that you just run once and then stop. Ideally once you have declared a winner you will then make it your control. Then stop that experiment and start another experiment by using your control as the first landing page and using techniques from the following sections to create landing pages to test against it that can hopefully produce higher and higher conversions over time. 9

10 Step #4: Write and Test Multiple Headlines The next step once you ve settled on a winning lead magnet is to write and test multiple headlines. There are plenty of other things to test over time, but headlines and sub-headlines are a great place to start. Most business owners and entrepreneurs that we work with write one headline and that s it. Really good copywriters write up to 100 different headlines. Personally, I ve gotten good results with writing between 6 and 16 headlines and split testing those. With one client we worked with recently we had a copywriter write 10 different headlines and sub-headlines. We the used multivariant split testing to rotate in and out all those different headline and sub-headline combinations. Out of all the split tests we did over an 18-month period this technique got the biggest boost in conversion rates. This is really important because the headline is the first thing that your site visitor is going to see when they hit your landing pages. It s really got to capture their attention and draw them in. It should relate back to what they really, really want from your previous work with the survey and your knowledge of your market. Here is a list of the initial headlines and sub-headlines that I wrote for this report alone. 7 Proven Steps to Double Your Landing Page Conversion 7 Proven Steps to Double Your Landing Page Conversion & Halve Your Cost Per Lead 7 Quick Easy Steps to Double the Conversion Rate of Your Landing Page 7 Proven Steps to Double Your Landing Page Conversion in Proven Steps to Get Double the Amount of Leads at Half the Cost Per Lead By Doubling the Conversion Rate of Your Landing Page 10

11 The Landing Page Conversion BluePrint 7 Quick Easy Steps to Double Your Landing Page Conversion Rate Out of those, which one is a winner? The real answer is I don t know yet. At the moment of writing this document I m split testing all six of them with Google Content Experiments. We did this same exercise recently for a business owner in the financial services industry where there were two different headlines, which were completely different angles to approach the market for the same report. What we did was we designed two different sets of landing pages and ran them against each other, and one offer (headline) consistently generated 10% higher opt-in s than the other. That's without doing anything else, just by getting the headline of the lead magnet right. If we had skipped that step and made a false assumption and chose the wrong one, then no matter what we did, we would always be down 10% on where we could have been which means another 10 in 100 people hitting your site effectively that wouldn t have converted. A really, really important step this one. Step #5: Optimize for Conversion The fifth step for doubling your landing page conversion is optimizing anything that you can do to make it easier for the site visitors to convert to leads. Realistically this is a whole report all in itself or a book all in itself. At the moment, I m just reading a 409- page book about landing page optimization. It shows just how big this subject really is. What we need to do here is plan out a number of split tests to get your landing page performing optimally. One of the first things you can do is reduce the number of fields that you are asking for. Every time you reduce a field that you asking for, your conversion rate will see a slight bump. We have 11

12 seen exceptions of this rule, but as a general rule, 99% of the time reducing the number of fields will increase the conversion rate. Have a look at your current landing page, how many fields are you asking for, do you need them all? If you don t, then get rid of some. Say for example, if you are doing the opt-in for a report, how many fields do you need? In reality, probably just one or two. You could just ask for the or the name and and then ask for more info of the next page if you really need it (a step 2 page). There s no right or wrong answer as to whether or not to collect the name and use it in personalisation of your s. Although the latest stats out from Eloqua show that you will get a bump in open rate if you have that there. It really just comes down to personal preferences. Some businesses require complex opt-ins like a hire company with booking a vehicle or equipment etc. At times we ve doubled businesses like these purely with webform analytics and field modification/removal. Using software tools like Clicktale with form analytics will show you how long people are taking to fill in your forms and exactly as which fields they are leaving. It then makes it easy to know what fields to optimize or remove from your forms. 12

13 Clicktale also records videos of what site visitors are doing on your site and landing pages. This way you never have to guess at what the site visitors are doing or why or where they are leaving. It also gives you a heat maps and scroll maps to show which parts of your site are being interacted with the most. 13

14 If you are happy to take phone calls, which is generally a good idea, then adding a phone number to your landing page can be a great alternative way for the site visitor to put up their hand as a lead. Online Chat can be another excellent conversion tool, because statistically one in three chatters ends up as buyers. Online chat as a general rule, provided that you have enough traffic, works out as a great option for most businesses, but the real problem for a lot of business owners is how to man the chat with sales staff. If you ve got someone at the reception in your business, then giving that person a second screen and the online chat can be a great way of going forward. Ideally with online chat you want to get them onto the phone and then take their details and follow-up with them again, etc. Another really important thing is to ensure that the call-to-action (the opt-in form) is above the fold. This means that the site visitor should not have to scroll down to find the opt-in form. Statistically the most common screen resolutions worldwide are 1366x768 and also 1024x768. So really you want to design your landing page so that the call to action can be seen above the fold for a 1024 pixels wide x 768 pixels high display. The next thing you need is to think about is are you demonstrating trust? You ll see on each of my websites that we have a trust seal in the footer. We use Sitelock, but there are plenty different options for this. What it shows is that the website has been scanned daily for Malware and that it s a trustworthy site. We ve seen conversion boosts from adding trust seals but in reality it is not a big boost. 14

15 The product images for your lead magnet are also important and can have an effect on conversion. With the lead magnet image you really need to get professional graphics from a graphic designer to make it look like it s got a higher perceived value. This is definitely not one area that you want to save money on. Graphic designers who use Photoshop will also have a plug in called Cover Action Pro. What this does is it gives a whole bunch of templates for turning a traditional flat image into a 3D image of a report of a video series, etc. You want to choose the right Cover Action Pro template for your lead magnet. If it s a report make sure it s looks like a 3D report and not lot an old hard covered book. If it s a book, but it s a thin book, make it look like of a thin 3D book. One of the things that s a real turnoff is old style looking books, so we found that just by changing them to nicer covers and cover 15

16 action pros 3D looks, can increase the conversion rate just that one change alone. Sometimes even just changing the colors of the report or the lead magnets can make a big difference as well. If it looks old and tired, just getting a new look and feel from a graphics designer can make a big difference. This section can go on and on, but in the interest of simplicity I ll leave it there as it gives you plenty of things to test to increase your conversions. Step #6: Test Different Landing Page Styles and Designs The next big thing is to test different landing page styles and designs. With this, there are many different ways to layout a landing page. Also, use different call-to-action buttons, button styles and colours. We find yellow works well, but green is definitely our best goforward type call to action button colour. Even different shades of green can affect conversion. With different landing page styles, you can test minimal copy vs. long copy vs. Video sales letter-type design etc. Video sales letter has been working well for us for many, many years. For 2 or 3 years, that was our control. See an example below. 16

17 Now what we call Bing-style landing pages, where it s a beautiful graphic headline, sub-headline, the image of what you are giving them and just the opt-in is working really well. One thing is that with this sort of page you can t send to Google traffic to it, as they are very fussy about landing page quality. You have to think about where your traffic is coming from before you design your landing page. Or alternatively we often design different landing pages for different traffic sources. 17

18 Google is going to want to see some text in there and not just a lead magnet-type landing page. They will want you to give good content as well as have navigation above the fold and links off to relevant articles and info etc. So how much sales copy on the landing page is ideal? We ve run tests with video sales letter at the top versus video sales letter with short copy below it, and also video sales letter with long copy and got different results in different markets. But as a general rule, cutting down on the amount of copy on the landing page is a good idea and we think the reason why is because you re giving the prospect less things that can be a turnoff or a reason why not to opt-in. Sometimes it s just a simple "Yes, I want it" or "No, I don t want it". If you ve done a good job on the look and feel, and you re getting your message to market right in your headline and that sort of thing, then you should get a good landing page conversion. Step #7: Mobilize Your Landing Page The last of our 7 steps is to mobilize your landing page. This is one where we see a lot of business owners and entrepreneurs really being emus or ostriches at the moment and sticking their heads in the sand saying I don t need to worry about this yet, but really they do need to mobilize their sites and landing pages. As the start of 2013 across all clients at our marketing agency we were seeing 10% of traffic was on handheld mobile devices. As of later in 2013 it s really now at 15% or more of traffic that s on handheld devices. In some regions such as certain parts of Asia these stats are much higher as many people only have one Internet enabled device such as an iphone, or a Samsung Smart Phone and are skipping the tablet or PC all together. As we get into 2014 and beyond, we are going to see that stats get closer to that 25%, which is really instead of 1 in 4 site visitors hitting your site, they re going to be on a handheld device. You 18

19 really can t afford to be the emu or ostrich with the head in the sand any longer. There are two ways to going about it. One is to get your site built as responsive, meaning that it will re-adjust itself depending on the form factor of the screen which the site visitor is using. This often involves a re-development of your site to make this happen. The easier way is to just get a mobile version of that site or landing page done for you. Here is a link to a service that we do which is where we ll build a mobile version of your landing page and site for you for free and then there s just a small support service after that. Your Next Steps This report has given you a great outline of what you need to do to double the conversion rate of your landing page and halve your cost per lead. Through Internet Marketing Magazine and also our traffic and conversion marketing agency we meet some very switched on business owners and entrepreneurs. Success leaves traces and all the most successful people we ve met online split test and optimize their landing pages on an ongoing basis. Your next step is to go back to the start of this document and put in place a plan to implement to get your landing page converting significantly better. If you want to leverage our years of experience and just have it done for you then visit InternetMarketingDoneForYou.com and touch-base, as we d be glad to help out. The other important thing for 2013 and 2014 is to make sure you now have either a responsive design or a mobile version of your website (or both). Have a chat with your web developer about that or sing out if you want a hand with it because as mentioned earlier we can develop you a mobile version of your site for free at 19

20 (pls use that link not the one at the root of that domain as it will charge you $399). So run your winners long and cut your losers short. We wish you the best of luck with your landing page optimisation and lead generation. Regards Greg Cassar Editor of Internet Marketing Magazine & Internet Marketing Strategist InternetMarketingDoneForYou.com MyWebsiteMobile.com/freedev 20

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