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Landing Pages That Convert
And Make The Phone Ring!!
Imagine A Store
● Never Advertises
● No Signage in the Aisles
● Does’t Bag Your Groceries
● Charges Fee Just to Walk-in
@adupont65
Imagine A Store
● Never Advertises
● No Signage
● Does’t Bag Your Groceries
● Charges Fee Just to Walk-in
@adupont65
Costco by the numbers
● 2nd is Sales to Walmart
● Costco Carries 4000 items
● Walmart Carries 100-150k items
@adupont65
The Reason Why Costco is Successful ?
Conversion@adupont65
The Reason Why Costco is Successful ?
Conversion@adupont65
#1 Less is more
The Reason Why Costco is Successful ?
Conversion@adupont65
#2 Scarcity
The Reason Why Costco is Successful ?
Conversion@adupont65
#3 Free Samples
The Reason Why Costco is Successful ?
Conversion@adupont65
#4 Easy
The Reason Why Costco is Successful ?
Conversion@adupont65
And….
$1.50 Hot Dog
+ Soda
Today’s Agenda
1. Rules of Engagement
2. Myths & Truths
3. Colors
4. Common Mistakes
5. Essential Elements
6. Techniques for Offers/Events
7. Bonus: Few Persuasive Words @adupont65
Rules of Engagement
@adupont65
Rules of Engagement
Rules of Engagement
@adupont65
Two Questions
1-Is this for me?
2-Can I trust you?
Rules of Engagement
@adupont65
3-5 seconds
Rules of Engagement
1-Don’t Send Traffic to Your Home Page(Conversion happens on a Landing Page)
@adupont65
Rules of Engagement
2 - Be Clear - Be Relevant
@adupont65
Let’s Start with a Story
Julia Tutle
@adupont65
Rules of Engagement
What Service Each Website Offered?
@adupont65
Rules of Engagement
3 - Less is More
@adupont65
Let’s Start with a Story
Julia Tutle
@adupont65
Let’s Start with a Story
Julia Tutle
@adupont65
Rules of Engagement
@adupont65
Myths & Truths
Myth & Truths
1 - Above the Fold Myth (People will scroll...once they answered the 2 questions)
@adupont65
Myths & Truths
@adupont65
Myth & Truths
2 - Your Screen Resolution Truths (The answers are with Google Analytics)
@adupont65
Myth & Truths
2 - Your Screen Resolution Truths (The answers are with Google Analytics)
@adupont65
Google Analytics/Audience/Mobile/Overview
Myths & Truths
Average Conversion
B2B = 13.28%
B2C = 9.87%Source: wishpond@adupont65
Rules of Engagement
@adupont65
Colors
Colors
Yellow
@adupont65
Yellow:Optimistic, Youthful, Grabs Attention
Colors
Yellow
@adupont65
Red:Energy, Urgency
(often used for Clearance Sales)
Colors
Yellow
@adupont65
Orange:Aggresive
(Great for CTA Buttons)
Colors
Yellow
@adupont65
Pink:Romantic, Feminine
(Great for Woman Only)
Colors
Yellow
@adupont65
Blue:Trust, Security
(Banks, Accountants)
Colors
Yellow
@adupont65
Green:Wealth, Finance, Entertainment
(Easiest Colors on Eyes)
Colors
Yellow
@adupont65
Purple:Soothing, Calm
(Beauty, Anti-aging products)
Colors
Yellow
@adupont65
Black:Powerful, Sleek
(Luxurious & Sophisticated)
Rules of Engagement
@adupont65
5 Common Mistakes
Common Mistakes
1 - Self Important Being Clever vs. Being Clear
Sounding Impressive vs. Relevant
Marketeze vs Readable
@adupont65
Common Mistakes
2 - Impatient BUY NOW!!!
JOIN NOW!!!
DO IT NOW!!!
@adupont65
Common Mistakes
3 - Too Coy Afraid to Ask - No Specific CTA
@adupont65
Common Mistakes
4 - Too Much TextLorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex
ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu
fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt
mollit anim id est laborum.
@adupont65
Common Mistakes
5 - Lack of Credibility No Reviews or No Credible Affiliation
@adupont65
Rules of Engagement
@adupont65
16 Essential Elements
Essential Elements
1 - Awesome Headline Short, Simple, Result Oriented
+ a strong Subheadline
@adupont65
Essential Elements
1 - Awesome Headline Short, Simple, Result Oriented
+ a strong Subheadline
@adupont65
Essential Elements
2 - Amazing Picture Just one
No stock photos allowed
3 second rule
@adupont65
Essential Elements
2 - Amazing Picture Just one
No stock photos allowed
3 second rule
@adupont65
Essential Elements
3 - Explanation - Why Why you do what you do ?
What makes you special ?
@adupont65
Essential Elements
4 - Clear Value Prop - Benefits What will I gain ?
How is my life going to be better ?
@adupont65
Essential Elements
4 - Clear Value Prop - Benefits What will I gain ?
How is my life going to be better ?
@adupont65
Essential Elements
5 - Logical Flow
@adupont65
Explanation
Benefits
Testimonial
Call-To-Action
Essential Elements
6 - Identify The Pain What is the pain?
What is the problem?
What is the issue?
@adupont65
Essential Elements
6 - Identify The Pain What is the pain?
What is the problem?
What is the issue?
@adupont65
Essential Elements
7 - Something About Pleasure Imagine a world with…
What if you could…
How would your life be if...
@adupont65
Essential Elements
7 - Something About Pleasure Imagine a world with…
What if you could…
How would your life be if...
@adupont65
Essential Elements
8 - Trustworthy Testimonials Relevant to product/service
With name, city & a photo
@adupont65
Essential Elements
8 - Trustworthy Testimonials Relevant to product/service
With name, city & a photo
@adupont65
Essential Elements
9 - Multiple Methods of Contact Phone - Email
Form - Text
Beeper - Morse Code
@adupont65
Essential Elements
9 - Multiple Methods of Contact Phone - Email
Form - Text
Beeper - Morse Code
@adupont65
Essential Elements
10 - A Guarantee Money back
Results
Time Frame
@adupont65
Essential Elements
10 - A Guarantee Money back
Results
Time Frame
@adupont65
Essential Elements
11 - Powerful CTA Use Power Words
Obvious - Colorful (Orange?)
Make it Personal (You)
@adupont65
Essential Elements
11 - Powerful CTA Use Power Words
Obvious - Colorful (Orange?)
Make it Personal (You)
@adupont65
Essential Elements
12 - Trust Indicators Client Logos
Affiliations
Certifications (explain)
@adupont65
Essential Elements
12 - Trust Indicators Client Logos
Affiliations
Certifications (explain)
@adupont65
Essential Elements
13 - Videos Related to Product/Service
Don’t Sell - Be Helpful
@adupont65
Essential Elements
13 - Videos Related to Product/Service
Don’t Sell - Be Helpful
@adupont65
Essential Elements
14 - A/B Testing Google Optimize
Optimizely
@adupont65
Essential Elements
13 - A/B Testing Google Optimize
Optimizely
@adupont65
Essential Elements
15 - Impeccable Grammar I am not knowing…
Improve copy > hire a pro
(hint: you suck at copy)
@adupont65
Essential Elements
15 - Impeccable Grammar I am not knowing…
Improve copy > hire a pro
(hint: you suck at copy)
@adupont65
KopyWritingCourse.com
Essential Elements
16 - Remove Ability to Navigate Remove right/left column
Reduce Navigation
@adupont65
Rules of Engagement
@adupont65
7 Strategies for
Events/Commerce
Strategies for Events/Commerce
1 - Incentive Save 10% now...
Early bird ends on...
@adupont65
Strategies for Events/Commerce
2 - Limit Choices Don’t have too many offers
The Costco model: less choices = more sales
@adupont65
Strategies for Events/Commerce
2 - Limit Choices Don’t have too many offers
The Costco model: less choices = more sales
@adupont65
Strategies for Events/Commerce
3 - Customer Service with Light Touch Your Pop-Ups are f*cking annoying!!
I can see the message box
@adupont65
Strategies for Events/Commerce
4 - Test Drive or Free Trials Offer a taste or a sample (easy entry)
@adupont65
Strategies for Events/Commerce
5 - Real Time Social Proof Facebook or Twitter Feed
@adupont65
Strategies for Events/Commerce
6 - Scarcity & Urgency Limited Stock “Only 8 left!”
Show what is “sold out”
Ends on Friday at 5pm EST
(show countdown)@adupont65
Strategies for Events/Commerce
7 - Show The Value Was $199 - Now $159
A 30% Savings
@adupont65
Rules of Engagement
@adupont65
BONUS
Power Words
Power Words in Title
Today - Right Now
Fast - Easy - Quick
Simple - Step by Step
@adupont65
Power Words in Copy
New - You - Free
Because - Now - Imagine
Limited - Instantly
@adupont65
Quick Recap
1. Rules of Engagement
2. Myths & Truths
3. Colors
4. Common Mistakes
5. 16 Essential Elements
6. 7 Techniques for Offers/Events
7. Bonus: Persuasive Words @adupont65
Thank You
Antoine DupontCEO of KATAPULT Marketing
Digital Marketing Strategist | Speaker
www.katapult.marketing
www.antoinedupont.com
@adupont65
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