Creating Landing Pages that Sell

CREATE LANDING PAGES THAT SELL

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Bob Bly, Copywriter, Internet Marketing Strategist www.bly.com

www.TheLandingPageGuru.com Phone: (201) 505-9451 [email protected] Twitter: @robertbly

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•  “Business Class” Email Marke?ng

•  6,000+ companies using Pinpointe plaZorm

• Mostly Mid-‐Sized businesses – “B2B” and “B2C”

• Drive traffic to landing pages with Pinpointe!

“Pinpointe is like Constant Contact on steroids!” – Pinpointe customer


•  Internet Strategist, Copywriter

•  Author of 75+ books

•  Has appeared on TV, and radio

•  Clients include IBM, Medical Economics, AT&T, BOC Gasses, and others

•  Helps a wide range of clients with email marke?ng, copy, direct marke?ng & more.


C = Conversion rate M = Prospect mo?va?on V = Value proposi?on I = Incen?ve to take ac?on F = Fric?on A = Anxiety

Source: Marketing Experiments


Banner

Headline Copy

Subhead

Image

Body Copy

Close

Form Position



Conversion Rates Variable Design: Image

15.91%

19.26%

15.19%


Great For: •  Relationship-building •  Teaser •  Content

Online Video


Keyword/ Headline

IT Training IT Career

Free IT Training

4.69% (170% lift)

2.7%

IT Job Security Worries?

1.7% 4.3%

(59% lift)


* Landing Page = long copy * Transaction page = short copy

House Files

Customers E - zine Recipients

E - zine Ads

Landing Page or

Microsite Rented Opt-in E-Lists

• Short E-mail • Transaction Page

• Long E-mail • Transaction page

• Short E-mail Landing Page •

• •

Long E-mail Landing Page


Results: 32% Click Rate


Friends

E-Zine

E-Mail

Long-Copy Landing Page

Strangers

Banner Pop-up SEO Pay-per-Click (Google Adwords)

Short-Copy “Preview Page”

Long-Copy Landing Page


(Squeeze Page)



Varies extremely widely depending on the following factors: •  Freshness of the names on the list •  Extent of rela?onship between list members and personality sending the e-‐mail •  Extent to which the list has received similar offers before (burnout) •  Extent of the copywri?ng/offer prowess of the sender •  The balance between what’s shown in the e-‐mail and what’s lej behind the curtain •  How targeted the list topic is •  Ranges from less than 1% CTR to as high as 27% plus •  TheStreet.com list of 2 million had click through rates of up to 5% •  Niche markets with much smaller, more highly targeted lists average about 12% •  Newsle@er ar?cles sent to your house list – 6-‐10% •  Free offers sent to your house list – 6-‐10% •  Sales offers to your house list – 3-‐5% •  Anything sent to 3rd party lists – 0-‐2%¹

¹source: Email Sherpa


Landing Pages •  General Retail Markets – 1% to 3% •  Targeted Niche Markets – 10% to 20+%

Online Conversion E-‐mail Series •  10% to 30%


  Test A -‐ (white text on red)   Test B -‐ (white text on green)   Test C -‐ (black text on yellow)

  Test D -‐ (deep blue text on ochre)


• Test A -‐ Benchmark • Test B -‐ 14% lij • Test C -‐ 22% lij • Test D -‐ 27% lij


Pre-head

Left Column _______

Author photo

Credibility Bio

Order Button

Become an Affiliate

E-zine offer

Lead

Head

CR: 4.5%

Subhead


New Subhead

Lead-in

Bullets

CR: 4.5%

Testimonials


Content Sidebar

Credibility


Close with a Guarantee

Extend

Scope


P.S. Offers the Bonus



Conversion Rate Variable Design: Headline 24.00% “Why watching this DVD could be

worth an extra $10,000 per year.”

18.21% “Before your next performance review, make sure you’ve watched this.”

16.33% “How watching this DVD could keep you off the pink slip list for good.”

14.63% “How to get a raise on your own terms.”

13.01% “Starting 8/31/05 get paid what you’re worth.”

17.41% “At last, a surefire tactic to get a raise on 8/31/05.”

Winner!


CR: 10.9%

Credibility

Familiarity

Clarity – “Just say what it is


Credibility

News/Benefit Credibility

Track Record

Big Idea


Alliteration

Engage Reader in your story




CR: 9.2%




Sent: 6/19/2006

Clicks: 1,567

Orders: 47

Gross Rev: $1,833

Conversion: 3%






Offer on First Screen

More Credibility

Credibility Building Graphic


“Free on Free” Squeeze Page


www.eagleeyeoffer.co.uk



www.MagicMaestros.com




1.  Build credibility early.

2.  Capture the e-‐mail addresses of non-‐buyers.

3.  Use lots of tes?monials. 4.  Use lots of bullets.

5.  Arouse curiosity in the headline.

6.  Put an emo?onal hook in the lead.

7.  Make it ?mely and current.

8.  Solve the reader’s problem. 9.  Offer bonuses.

10.  Stress the money-‐back guarantee.


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Bob Bly Copywriter, Internet strategist Phone: (201) 505-9451 Subscribe to Bob’s “Direct Response Letter”: www.bly.com/reports or www.TheLandingPageGuru.com