Creating Landing Pages that Sell

CREATE LANDING PAGES
THAT SELL

P. 1 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
Bob Bly,
Copywriter, Internet Marketing Strategist
www.bly.com
www.TheLandingPageGuru.com
Phone: (201) 505-9451
rwbly@bly.com
Twitter: @robertbly
Today’s
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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.

Please
…

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Us…
for
future
webinars

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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

Creating Landing Pages that Sell

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