What’s a landing page? In general it’s the page your potential leads/customers land on when arriving to your site. It’s not your homepage generally, but the page you send leads to in order to SELL to them. http://www.groupon.com/ Landing Page: http://www.groupon.com/subscriptions/new In Affiliate Marketing your landing page is the page where YOUR SELLING SKILLS determine whether you make or lose money. It’s the page where you decide what to tell the end user to get them to convert into a lead/sale. The better you are, the more money you make. It’s that simple. Types of Landing Pages There are a different types of landing pages used in affiliate marketing. They’re usually made to capture leads, or make sales. The most commons ones you see are: 1. Full html sales pages ie: http://jumpmanual.com/new/ 2. Fake Blogs No examples, just picture the blog format as if someone was writing from their own experiences, packed with comments, pictures and more. It’s the genuine style landing page. 3. Quick Lead Capture This type of landing page is used for PPV/Facebook usually, for quick conversions on smaller payout offers. ie: http://www.eharmony.com/ 4. Teasing Lead Capture Teases you with something, but before you can view it/use it completely you have to fill out your info. ie: http://www.canoodle.com/search/index/dating?canoodle=2000077081&ads=6967300652 Tactics To Increase Your Conversion Rates 1. Hold Their Hand! Website users and pretty much the whole world want things easy. So if your selling something to someone, make it easy for them! Show them exactly where to go, and how to do it. Think baby steps, and very direct explanations. 1 -> 2 -> 3. (flow chart style) 2. Big Bold Headlines Keep your headline simple yet creative. You want to capture users attention while demonstrating a key selling point in the headline. Make it clear and simple. http://www.addictivefonts.com/basic/bold/bold-fonts-big-headlines/ 3. Welcome Users From Their Previous Website A lot of the time you have traffic coming from a select few websites. This is the case when advertising on Google, Facebook, Plenty of Fish, and even PPV. Make your landing page welcome them from there previous site. (This tactic has been a campaign changer for me, increasing my conversion rate by over 30%). The simplest way to do this is to get script that shows the logo of the users previous site, and add it to the top. It can be as simple as "Welcome ‘ Facebook’ Users", or 1 step above is "Free For ‘Facebook’ Users". 4. Whats Your USP? USP = unique selling point. It’s what makes you different from your competition. Even if your promoting dating you need to have a USP. Whats going to make people fill out YOUR lead? Give them a reason, and this is what the unique selling point is for. 5. Have A Campaign Angle If you’ve read my other stuff you see i’m always stressing this! — Separate yourself from the herd with a campaign angle. If your promoting dating, don’t just promote dating, take an angle with your campaign which will set you apart and increase your conversion rates. Everyone knows if your the first to get in you’ll make the most money. Well in affiliate marketing it’s not easy to invent a niche, so you have to invent an angle for an already profitable niche. No Angle = Meet a lovely women now! Good Angle = "We’re overloaded with women, men signup free this week only!" *You want to try to demonstrate this angle in your landing page 6. Who’s Your Target Market? Know your target market! This is the group of people your advertising to. Your likely advertising to a very select group of people, and every group of people have different things that appeal to them. So research YOUR target market, and find what what appeals to them. Then base your landing page / campaign angle around that. 7. URGENCY!!!! Urgency makes sales happen now! If anyone has seen boiler room then you know what i mean. Urgency is used everywhere to make sales. It’s not the most ethical tactic, but it’s a working one. There are 2 main tactics i use in my landing pages to create urgency! A) End dates! –> "Price goes up $100 in 14 minutes" B) Countdown Script! –> "You only haven 04:59 left" 8. Geo Targeting Targeting people based on their location can really increase your conversion rates if your in the right niche. You see it used all the time in dating because dating depends on peoples locations, but it can also be used for many other niches. ie: "Sarah in Dallas, TX won a free iPad" (The Dallas TX in this case would be the geoscript, so everyone viewing the script would see their own location!) A Clear Sense Of Direction(flow)/Organization Give your landing page a clear sense of direction and you WILL since an increase in conversions. Whether its a short or long landing page make sure your viewers eyes flow in the direction you want them to. You do this with a mix of techniques, but simply put it’s with: – Organization – Keeping things simple – White space – Clear concise headlines/body text – Arrows Examples: NO Direction = http://www.revenuejournal.com/sites/default/files/ABN-AMRO_LandingPage_for_Revenue_Journal.jpg Direction = http://www.lessannoyingsoftware.com/blog/i/112.jpg or http://www.bashbosh.com/wp-content/uploads/2011/01/squeeze-landing-page.jpg 1 Simple Goal!!! The whole landing page should relate to the FINAL goal you want the user to perform. If there’s anything other than 1 concise goal then your sending people mixed signals which will greatly take away from your conversion rate. This relates back to the point above, you need to keep a direction and that direction needs to be leading up to the final goal the whole time. Remove Distractions Shopping carts 99% of the time don’t have tabs or anything that will distract the user from paying, and neither should your landing pages! Animation Generally companies like to stay away from animation as it’s very web 1.0’ish. It’s not the most professional thing to to add to your website these days. With that said it still kills it when trying to get higher CTR or attention! (great for PPV landers!) Sound The same deal with animation applies with sound. It’s not favourited by companies, but if your looking to get as many clicks to the offer as you can, then sound will definitely help with that. Don’t be lazy, tons of affiliates are doing their own recordings for their landing pages, it’ll take you 10 minutes and it’s absolutely worth a split test! 8/10 times you’ll see an increase in CTR! (great for PPV landers!) Arrows Use them, but don’t overuse them. They work great, but try not to have more than 2 on your landing page, and use them for either the main benefit of what your selling, or to point out the call to action. The Word Free There could be a whole semester course at a university on the psychology behind the word free. Simply put though, people love the word FREE even though it’s overplayed to shit. You need to utilize the word anyway you can. So use it however you can as long as it’s the truth. If your selling p90x you obviously can’t say it’s free but you can say things that it includes that are free! See where i’m going with this.. Throwing in the word ‘free’ in buttons such as this are best! (it makes the ‘free’ stand out) Matching Your Landing Page To Your Offer There’s 2 main ways to go about creating a landing page around an offer: A) You make your landing page match how your offer page looks. Copy the same colors, layout style, logos etc, this is generally a good idea, especially for offers with higher payouts B) Make your landing page bold, bright, and loud, which will usually capture more clicks to your offer but not necessarily more conversions. I can’t really tell you which one to go with, you’ll have to either split test or go with your gut feeling (split test is the obvious smarter option there). If your just doing a test though, a good safe way to decide will be to use loud landing pages for things with smaller payouts, and a matching landing page for higher payouts. The main reason to do this is because offers with higher payouts require a higher level of professionalism to convert the user, and loud pages usually don’t scream ‘professional’. Testing Multiple Landing Pages I always do whats called a "quick test" for campaigns. I throw up an idea of mine with 1 landing page, and 30 ads and i’ll see how it performs. Depending on how it looks/my gut feeling i’ll either toss the idea or do a 2nd test with more ads and 2 landing page. The easiest way to split test multiple landers is through your tracking software, either prosper202, CPVlab, Bevo, etc.. Colors For Different Niches Most niches have certain colors that will represent them better. I don’t know much about it, but if you want it to play a role in your conversions then this a pretty neat guide on it: http://www.smashingmagazine.com/2010/01/28/color-theory-for-designers-part-1-the-meaning-of-color/ Gently Caressing Your Users Into A Conversion Lorenzo’s most recent post shows how you slowly need to engage users instead of rushing them. > http://www.mrgreen.am/affiliate-marketing/why-internet-marketing-is-like-picking-up-chicks/ When you think your done your landing page, read this section below: – Is your landing page SIMPLE? Do you hold the users hand? (you should be!) – Do you have a clear bold headline? – Does your information flow together? – Is there a simple goal thats clearly mentioned to the end user? – Are you giving your users a sense of urgency? (you should be!) (this doesn’t mean rush them, just give them something that will spark urgency (post #1) – Do you have a unique selling point? (what sets you apart from other sites they’ve seen?) – Do you have a large call to action? – Finally, could a 10 year old girl navigate through your page? (this is the goal!) The last thing i was going to talk about was different call to action options, such as buttons, and wording within the buttons, but i’m keeping that for a separate whole post because there’s tons of room / testing to be done in that area. I will tell you though out of all my landing pages i’ve ever made, words that relate back to "INSTANT" usually perform the best overall. People want things to work fast, and ‘instant’ is as fast as you can get! I wrote a ton of stuff above, but just remember the most important thing is to make sure your landing page IS NOT OVERCROWDED! So select your conversion tactics wisely, and keep open space on your page with a strong direction to your call to action!