The Landing Page Formula


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Whether you’re new to landing pages or a veteran internet marketer, the information we’ve included in “The Landing Page Formula” will drastically impact the success of your online marketing efforts. This 50 page eBook includes everything from what exactly a landing page is, to Advanced optimization techniques that anyone can implement.

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The Landing Page Formula

  2. 2. Produced by InstaPage Inc.We Make Landing PageMarketing Easy: Free Account© 2013 InstaPage Inc.All content on this eBook, such as text, graphics, logos, and images is the propertyof InstaPage Inc. or its partners and protected by United States and internationalcopyright laws. The selection, arrangement, and presentation of all materials inthis eBook (including information in the public domain), and the overall design ofthis eBook is the exclusive property of InstaPage Inc. and protected by UnitedStates and international copyright laws. i
  3. 3. CHAPTER 1Who’s Landing Where:What’s a Landing Page? Type the term “landing page” into Google and you’ll be bombarded with anoverwhelming 141,000,000 search results.  With so many references online, it’slikely you’ve heard this term before.  But how much do you really know about thismagical creature? Ok, so calling it a “magical creature” may be a bit of a stretch, but I’d say it’s afitting title for something so simple, yet powerful enough to have helped Internetmarketers make billions over the past few years.  Don’t believe me? Stop where they claim to have already paid out over $2 Billion Dollarsto their community of “landing page obsessed” Internet Marketers.   Simply put, a landing page is a standalone website or page on your websitewhere traffic is sent specifically to prompt one certain action or result.   Visualize a golf course... a landing page is the putting green that you drive theball (potential customer) to.  Once on the green, the only goal is to get the ball intothe hole.  Likewise, the goal of the content and design of a landing page is to getthe potential customer to take your desired action. 2
  4. 4. SECTION 1I Already Have a Website, What’sthe Deal? So you’ve taken the time to get a website put together that you’re proud of, nowyou’re probably wondering if you really need to spend valuable time building alanding page.  To make this decision a lot easier, simply ask yourself if you’d liketo make more money online? If the answer is yes, then YES, you absolutely needto set aside time to put together a landing page.  If no, then you aren’t human andshould pat yourself on the back for acquiring the ability to read. Your goal is to close the deal, make a sale, or acquire an email address- not con-vince somebody to click on that cute twitter logo.  Your online advertisements (oryour affiliates) can bring an interested web surfer your way, but if your landingpage isn’t good enough to turn those visitors into customers, then you’re literallywasting money, time, and credibility.  A convincing landing page with a single callto action is by far your number one asset as an Internet Marketer. Now that I have your attention, the first thing you’ll need to decide is what typeof landing page is right for your business. 3
  5. 5. SECTION 2Landing Page Face Off: Squeezevs. SaleThere seems to be a never ending debate going on in the Internet marketing worldabout how to make money online, using a Squeeze (Lead-Gen) Page versus a SalesPage. The main difference being, a squeeze page typically gives just enough informa-tion and normally some kind of give away to entice readers to opt-in to your emaillist.  The visitor does not see any kind of sales pitch unless they first provide youwith their contact information. Using a sales page, the visitor sees exactly whatyou’re offering, but you do not capture their information unless they make a pur-chase ( you make a sale, but are not building an email list ). Standard Squeeze Page Layout: 4
  6. 6. The worlds most successful squeeze page now has more then then a TRIL-LION conversions, and chances are you’re one of them!   Yes, I’m talking about Facebook.  As you can tell by looking at the image below,the Facebook homepage includes all three fundamental elements that make up astandard Squeeze Page. A lot of Internet marketers choose squeeze pages simply because - More LeadsMeans More Money ( MLMMM ). I just made that acronym up! Sure, having that initial sale is great, but having a list of people that you canmarket to over and over again can be even better.   A well made squeeze page that also offers an incentive (free ebook, sweepstakes,coupon, etc.) will easily acquire new email subscribers.   This Lead-Gen focusedlanding page might have a funny name, but its ability to make you money is noth-ing to laugh at.   5
  7. 7. Consider this, if you had an email auto-responder series that sent an email aday over the course of a year, that’s 365 opportunities to get your message (salespitch) out to people.  This is just the basic principle of follow up.  The more youfollow up with your email subscribers, the higher percentage of responsiveness ofyour list you’ll see. Obviously you don’t have to write 365 emails to make this work. You can startout with, say eight or ten, and then commit to writing one new email a day.  If youdon’t get them all written, but you even get half of them done, that is still 182emails that will go out.  Not a bad number, and considering it’s on autopilot, it’s afantastic number. Another great thing about this is you’re training your list to receive emails fromyou on a frequent basis.  If you make sure that each email that you send out di-rects your reader to valuable information, either free or paid, you will increase theprobability that they will open future emails from you.. AND.. you will increaseyour income! 6
  8. 8. Standard Sales Page Layout: This type of Landing Page has been around almost as long as the internet it-self. A sales page can be extremely effective if you know what your doing. Busy people frequently scan through a sales page that has captured their atten-tion.  They want to gather the essence of the content and offer so they can make aquick decision; "Is this interesting enough to read through or shall I just dump it?" If your offer is strong and very relevant, they may read the entire page. Peoplewho are interested in your offer and prefer details, just might read every singleword of your letter, provided of course it’s not boring. Other people though who are not so “detail orientated”, read as much as theyneed to understand what is being offered, how it benefits them, what it does forthem, and what it costs. 7
  9. 9. They may not read every single word after theyve gathered the relevant detail -and this is where your sales page “sub-headlines” help, because they draw thereader into the important sections they also need to be aware of. Either way, to be successful your sales page has to satisfy both types of readers.Follow the above outline and then “flesh it out” with more details, benefits, exam-ples, testimonials, fact, and multiple call-to-actions. 8
  10. 10. SECTION 3Attention please! The InfamousCall to ActionLet’s face it, most people like to be told what to do.  A clear Call to Action (CTA)is what makes a good landing page GREAT and more importantly it will makeyou more money!  The psychology behind this concept has been studied for years,proving the importance of the infamous CTA. Nearly fifty years ago, the social psychologist Howard Leventhal conducted ex-periments with a goal to convince Yale University students to get a tetanus shot. Leventhal initially separated the seniors into multiple groups, and gave eachgroup different versions of a seven-page booklet on the disease and its effects. According to Malcom Gladwell in his book The Tipping Point, there was a“high-fear” version of the booklet, with dramatic descriptions and photographs ofthe disease, and a “low-fear” version with toned down descriptions and no pic-tures. A few months later, Leventhralredid the experiment, with onechange: this time he included a mapof the campus, with the universityhealth center building circled andthe times the tetanus shots wereavailable clearly listed. This is hisCall to Action. The change, by itself, increasedthe vaccination rate from 3% to 28%.  Nine times as many students got the shotwhen they were told where and when to do so. 9
  11. 11. “…Of the 28% who got inoculated, an equal number were from the high-fear andlow-fear group. Whatever extra persuasive muscle was found in the high-fear bookwas clearly irrelevant…the call to action is what really made the difference”“The students needed to know how to fit the tetanus stuff into their lives; the additionof the map and the times when the shots were available shifted the booklet from anabstract lesson in medical risk… to a practical and personal piece of medical advicethat encouraged them to take action. And once the advice became practical andpersonal, it became memorable.” Like Leventhal, your goal when you advertise is to persuade your potential cus-tomers to do something.   Your chances of success will increase greatly when you make your messagepractical, personal, and memorable by telling them exactly what to do, and how todo it through a clear Call to Action. Now it’s time to get your hands dirty building your own Landing Page.  We’veincluded a thorough list of principles you should follow while making your master-piece in Chapter 2. 10
  12. 12. CHAPTER 2 The Fun Part:  How to Make a Landing PageLucky for you, you’re not the first person to build a landing page.  Over time andthrough trial and error, online marketers have discovered what works and whatdoesn’t.    They continue to refine the art of building great web content that converts poten-tial traffic into solid customers.  Their successes come from the result of imple-menting these fundamental steps.  Applying them should be your top priority, asthey’ll greatly enhance the initial and ongoing success of your landing pages. 11
  13. 13. SECTION 1Following the Basics What is Your Goal? Before you even start thinking about building a landingpage, you need to ask yourself one thing, “What is my goal?”   Your goal should be the prevailing factor in every decision you make regardingyour landing pages.  It’s your purpose for creating the landing page in the firstplace.  Whether it be to generate email leads or to make a sale, continue to makeyour reason for visitors to be there as prevalent, clear, and obvious as possible.  Re-member, you’re on the green, just putt the ball into the hole. Before publishing your landing page it’s also important to get some unbiasedfeedback.  Have someone you know (who is uninvolved with the project) look overyour design and ask them what they think the purpose of your landing page is. Then, use the 5-second rule to determine if it’s doing its job.  If your friend canpinpoint your final goal within five seconds of looking at your page, then you’regood to go. 12
  14. 14. 1. Clear Call to Action What do you want your visitors to do?  How are you going to get your visitorsto do it? If you want them to fill out a form, ask them to fill out the form. Simple and clear directions go a long way.  Help your visitors know exactlywhat their next step should be. Don’t make them guess. Your call to action needs to be your focal point, regardless of the design ofyour page.  Take a step back every once in a while and look to see what your eye isdrawn to.  If it isn’t your call to action, then you have some refining to do. 2. Know Your Audience This is one of the most important aspects of marketing.  If you don’t knowwho you’re selling to, how do you put yourself in their shoes?  How do you knowknow what they’re looking for, or what questions or fears they might have?  Beingable to think in the perspective of your visitors is crucial.  It will allow you relate tothem and preemptively address their concerns in your landing page copy. 3. Know Your Competition Whether you want to admit it or not, the reality is that you’ve got competitionin almost every niche market.  Do your research and know who they are and whatthey’re doing.  Check out some of their landing pages to get a better feel of whatyou’re up against and to gather potential design ideas for your own pages.   This will help tremendously as you develop your game plan and give you a bet-ter insight into what your visitors are expecting.   Be original, but don’t be afraid toimplement and use your competitor’s strengths to your advantage. 13
  15. 15. 4. Direct Hit (Message Matching) A lot of marketers give their visitors the benefit of the doubt and believe thatthey are willing to take the time to navigate an entire website.  That they’ll land ona home page, read about a product/service, and either sign up or make a purchasewithout a hitch.  This rarely works.   It may sound repetitious, but the more steps you add to the equation, the lesslikely you are to get the conversion.  Don’t complicate the process.   For example, if you perform a search for a new way to watch movies, let’s say,“stream movies online,”  you are hit with 212,000,000 results.  That’s a lot of en-tertainment options.  How do you decide which service to try?  You scan themlooking for A.) the one with the most simple directions and the least number ofsteps and B.) something that you can try right away, without breaking the bank. 14
  16. 16. The same theory applies here.  A.) give your visitors as few simple steps to fol-low, and B.) make your content relevant to what they are looking for.  The bestthing that you can do to help potential customers is to serve them exactly whatthey were looking for. Your landing page headline and message should match exactly with the crea-tive you used to get them to your page.  (I.E. “Stream Movies Online” is the title/link to your simple signup for movie streaming) This helps visitors know that theyare in the right place. Whether it be a visitor who finds you through an AdWords link or banner ad, asingle, targeted landing page that matches the message of your ad is a welcomesight and a crucial step to any successful conversion. 5. Keeping it Clear & Simple A clear and obvious message is your most powerful converting tool.  This ishow landing pages can be so effective.  You have one message, one page, and onegoal.  Your visitors should only have to decide between one of two choices, toleave or continue. 6. Congruence: Keeping Your Message Consistent Congruence refers to keeping everything on your landing page consistent withyour primary goal and message.  Constantly evaluate what you put on your pageto ensure that everything is in sync with what you’re trying to accomplish.  If itdoesn’t make sense or doesn’t help your achieve your goal, it’s not worth puttingon there. 7. Sell With Benefits This step seems to give marketers the most trouble.  By simply explaining whata product is, or what it does, people will be chomping at the bit to buy it, right? 15
  17. 17.  Wrong.  Customers want to know how they are going to “benefit” from giving youtheir money, time, or email address. Benefits are about the buyer.  They’re the “What’s in it for me?”, or “How is itgoing to make my life better?” aspects of whatever you’re trying to sell.  Thinkabout how important benefits are to you when considering a job, an insurancechange, etc.  They are THE REASON you make the decisions you do.  They arealso going to be the motivation for your consumers.  Don’t cut the importance ofbenefits short. Even if you have the most amazing product, the coolest designs or the catchiestad copy, no one is going to buy it until they know that it will save them money ormake their lives easier in some way. 16
  18. 18. 8. Write in the Second Person: “You” & “Your” The people that see your landing pages aren’t going to care as much about youor your company as they are about how your product is going to benefit them. Ifthey wanted to research who you are, they would have searched for your “aboutpage.”   Keep your writing style in second person.  It helps your reader be engaged inthe conversation and helps them personalize your message. 9. Beginnings and Endings are Important! Remember back in high school when you had to give an oral report in class. Who always went first?   The popular kids that weren’t afraid of speaking in public and the smart kidswanting to make a good impression on the teacher.  They usually had some over-the-top presentation with a cool topic and great visual aid.  Memorable.  The classclown (who wasn’t really prepared, but was funny enough to wrangle at least a Bgrade on the project) ended things off.  Also, memorable.   The 40 minutes in between was left to the shy kids that didn’t want to be no-ticed by anyone.  How many of those presentations do you remember, eventhrough the end of the school day? The same principles apply to writing good ad copy.  The fact is that yourheaders/intros and conclusions have the greatest impact.  What do you reallywant your readers to take with them, what facts are crucial that they remember? Make sure to keep your most important and persuasive arguments in these posi-tions. 17
  19. 19. 10. Keep Your Paragraphs Short  No more then 1 - 2 lines at first! People are bombarded with massive amountsof information everyday, most of which they never read.  Your job is to make yourfirst 1-2 lines of copy so interesting and captivating they will want to keep reading. Be creative, ask questions, give statistics, and relate to them personally. Your paragraphs should also be short.  No more than 4-5 lines long.  This willmake your content easier to read and introduce some visual dissonance betweenblocks of text.  White space and graphics are much less overwhelming than a pagefull of words. 11. Keep Your Landing Page Skimmable Using a powerful master headline and sub headings can help visitors skim themost important topics and quickly get a better understanding of what your land-ing page is all about.  These need to follow the topic flow of your page and driveyour message home.   12. Remove Choices To some, this might sound counterproductive.  By limiting the ability of theuser to navigate to other sections of your site, are you hurting your chances tomake a sale?  Rest assured, this is not the case.  You’re landing pages work differ-ently than your web site and have completely different traffic sources.   If people have multiple options they will be less likely to choose to click on yourCTA button or fill out your form.  All you’re doing is adding unnecessary distrac-tions to the equation.  Keeping your message as clear and as simple as possible isyour ticket to more conversions.   18
  20. 20. 13. Be Positive, Not Negative Also known as using “up-words”.  Basically, writing about what something israther than what it isn’t to help your reader visualize the benefits as purely positivewithout them being tied to negative words like “fail,” or “expensive.”    - Instead of saying “fail,” or “failure,” use “success” - Instead of saying “inexpensive,” use “economical” A good thesaurus can help you find your “up-words” and help you stay in apositive writing style. Enjoying this eBook? Help us out by Sharing: Twitter | Facebook | LinkedIn 19
  21. 21. SECTION 2If You Build it (right), They willComeAfter putting the basics into practice there are some additional design steps youshould follow if you want to take your landing pages to the next level.  How andwhere your message and call to action are displayed can be the deciding factors ofvictory or defeat.   1. Don’t be loud Having a brightly-colored landing page with flashy colors and big buttons willguarantee you nothing.  They only act as a distraction, and distractions kill conver-sions.   (Two Graphics, a simple, productive landing page vs. a loud, overdone landingpage, explain “less is more”...) Remove every aspect of your landing page that could potentially inhibit its abil-ity to convert.   Images are good only when they directly support your conversiongoal and are the best alternative of displaying your message.   20
  22. 22. Remember, if a visitor is on your page, you’ve already got their attention.  Nowyou need to focus on the sell. 2. Short & Sweet: Minimize Text If you can say the same thing in one sentence as you can in one paragraph, doit.  Remember, quality over quantity.  The strength in your landing page lies in itssimplistic and focused message.  If you bury the important stuff in a bunch ofother content (whether it be well-written, or not) you’re diluting your message andthe effectiveness of your landing page.   Always use your best judgement.  In some circumstances, longer, more descrip-tive, landing pages may work to your benefit, as visitors may need the extra infor-mation to make a decision.  However, The main point still holds true in this argu-ment.  Don’t use text just to fill space. 3. Above or Below the Fold? “The fold” is the bottom of the screen for the average browser resolution.  Any-thing “above the fold” would be anywhere a visitor sees without having to scrolldown.   Your visitors are going to treat your landing page like a newspaper article, skim-ming the headline/sub-headings, graphics, and maybe your first paragraph. Goodcopywriting practice suggests putting your most important content and call to ac-tion in the area that will be seen first. Traditionally, a good landing page requires very little from its visitors, exceptfor the simple decision of whether to click or bounce.  By placing key elements be-low the fold you are inherently creating more work for people, and potentially hurt-ing your chances for conversions.   Longer landing pages have a slightly different method for presenting your mes-sage, but, if done right, can be just as powerful.   21
  23. 23. If you’re interested in experimenting with non-traditional content placement,read Paddy Donnelly’s article “Life Below 600px”.  In it he gives some really greatinsight as to the concept of “the fold” and why you shouldn’t be afraid of usinglonger landing pages. 4. A Single Column Layout There is good reasoning behind this.  Take a look at a traditional 3-columnweb page.  Your eye wanders from each column in a top-to-bottom, left-to-rightpattern.  The content in each column may all be related, even the same informa-tion, but your mind automatically separates the three columns.  Compiling themall into one column unifies the page and helps your visitors focus on the core mes-sage.   22
  24. 24. It also gives you more control over the flow of your content and how visitorsview your page. 5. Professional Grade When it comes to landing pages, image is everything.  This is the first impres-sion your visitors are going to get about you.  You want to look good, don’t you? The more professional, clean and organized your page is, the more likely peopleare going to believe your message. 6. Video Media Video is one of the most, if not the most, persuasive forms of communication. It allows you to capture the attention of your visitors and retain their attentionlonger, resulting in higher conversion rates.   You should try to utilize video onyour landing page whenever possible. Experiments done by EyeView, a digital media consulting firm, showed thatconversion rates increased by over 80% in some cases simply by adding video con-tent supporting the call the action of the landing page. Your video needs to be well thought out, look professional and match the qual-ity of the rest of your landing page.  If you don’t have the technical skills to createhigh quality video, don’t worry.  You have options. Professionally made videos are great and can really boost your brand and im-age if you can afford them, they can be a bit costly. Another alternative is to use a service like SnagIt to create promotional or tuto-rial screencasts of your online product or service. Once you’ve got your video content made, don’t forget to upload it to YouTubeand get some extra credit for all the work you put into them. 23
  25. 25. 7. Kill the Navigation Bar A navigation bar only adds to the distractions of a landing page.  It offers po-tential “outs” that are not directly related to your call to action.  Once you’ve lost avisitor, (even to a different page on your site), you’ve lost the conversion. If it’s not needed in the conversion process, leave it out. 8. Forms & How to use Them If your primary call to action is lead generation, then you’ll need to use a formto capture your visitor’s information.  If not, don’t use them.  Forms can scare peo-ple.   Although it would be nice to get an email for every person that clicks on yourCTA button, if it isn’t critically important to your conversion process, youshouldn’t ask for it.  People are the most leery about giving out their personal infor-mation, and rightly so. Some marketers simply link their landing page to web forms found on theirwebsite.  This is just creating more work for your visitor, and an unnecessary stepfor them in giving you their information.  It’s best to embed your landing pagewith the actual form.  That way the conversion is made on the landing page. It’s extremely important to be as upfront and transparent as possible with yourprospective leads in telling them what they can expect after they’ve filled out yourform.   What will happen next? What are the benefits of signing up? Why you need their information, How you intend to use it? Will you sell/share their information? Will they be able to Opt-out? 24
  26. 26. Remember, being honest and open is one of the most important keys to usingforms.   If you have the resources, there are certain aspects of your form that your cantweak to help streamline the process and guide your visitor along the way. 9. Visually Point Your Visitors in the Right Direction Consider the flow of your message, where you want each text block and CTAto be placed, and how much of your landing page will be seen above the fold.   Wire-framing the layout of your page can help keep your design focused on theright objectives.   Doing this step will help to answer some of the major questions down the roadand give you clear image of how you’re going to point your visitor in the right di-rection. 25
  27. 27. 10. Have Multiple Targeted Landing Pages Fact; targeted landing pages convert.  The more targeted and specific your con-tent is to the exact search and mindset of your visitor, the more likely they are toread your message and act on your call to action.  You probably have more thanone keyword that you’re targeting for your landing pages.  The simple solution isto have multiple, very targeted landing pages unique to each keyword.  Eachmight differ only slightly with variations of the same content, just organized differ-ently or they might have a completely different design and feel.   The point is that having more than one landing page for your campaigns freesyou to customize each one to the type of visitor that’s going to see it. Enjoying this eBook? Help us out by Sharing: Twitter | Facebook | LinkedIn 26
  28. 28. SECTION 3Trust and Security: Getting YourVisitors to Like YouFor most of your visitors, your landing page will be their first impression of youand your product/service.  Your highest priority should be to build that initial trustso they don’t bounce before they read what you have to say. 27
  29. 29. 1. Reduce Anxiety The biggest issue people have with landing pages is that they see them as scamsjust trying to farm their email address and throw a bunch of pop-ups in their face.Sadly true, there are some pages out there that give the rest of them a bad name.All of us, at some point in our lives have come across one of the “bad ones”, andfor some reason or another, it left a nasty taste in our mouth.   On the flip side, there are millions of legitimate landing pages on the web thatare run by professional marketers who have done their research, haeve a great deal(for their visitors and for themselves), and wish to promote it. You job is to prove to your visitors that they have nothing to fear.  The follow-ing points will help to identify the best ways to build trust with your prospectivecustomers and give them a great landing page experience. 2. Co-Branding & Endorsements These are great, if you can get them, or have them already.  They help to buildcredibility by showing some other names in your industry that your visitors mightbe more familiar with.  Don’t use fake endorsements though, they could get you introuble. 3. Show Your Contact Email & Phone Number This may sound like a simple step, and yes it is.  But, it means a lot to your visi-tors.  It dispels their fear of not being able to contact anybody if they have an issueor question.   The second part to this step is to be available.  Answer the phone, or respondto voice mails and emails, when your visitors do try and contact you. As with all important information on your landing page, your phone numbershould be accessible and visible in an obvious place above the fold.  (It doesn’t doanything unless your visitors can see it.) 28
  30. 30. 4. Add Testimonials from “Real” Happy Customers People will trust other people before they will trust a business.  That’s why wordof mouth advertising is so effective.  Satisfied customers pass their trust in you andfaith in your product/service to others.  You can leverage this idea on your landingpage simply by adding testimonials or success stories from your customers.   You might be tempted to just make up some testimonials from your user perso-nas that make you look good and inflate your image.  However, you don’t want tolook unauthentic.  The best thing you can do is to use real feedback from real cus-tomers. 5. Add Reviews from the Media Just like an endorsement, reviews from the media can give your page a realboost in the trust arena.  People look to the media as a source of important infor-mation.  If a news site takes the time to research and write a review on yourproduct/service, it shows potential customers that your are legit and that they cantrust you. 6. Brand Consistency This goes along with a previous point about matching your landing page toyour creatives.  As people go from banner to landing page to website, they shouldnever have to wonder if they are in the right place.   29
  31. 31. Your brand, design, typography, color palette, and core message should be eas-ily recognizable in each step of the process.  Continue to repeat this themethroughout your conversion funnel to minimize bounce rates and increase userconfidence that they are on the right page. 7. Be Upfront & Honest This is pretty self-explanatory, but extremely important.  Tell them upfront ex-actly what they can expect to receive and where they’ll be taken after they’vesigned up or clicked your CTA button.  If there’s a fee involved, let them know be-forehand, don’t hide the “fine print”.  That way, they won’t be surprised at the endand bounce.  Honesty is the best policy, so stick with it. 8. Make Believable & Keep Your Promises This step is tied directly with the previous one.  As you write your ad copy, becareful not to exaggerate the facts and inflate your image.  People know whenyou’re lying, or when it’s beyond believable.  If you promise them millions in thefirst few months, then you better deliver. 9. Add a Guarantee Your visitors are still going to be somewhat skeptical.(Good ‘ol “Buyer Beware”)  They fear that things mightnot be exactly you promised.  They need a “safety net” tofall back on, something to mitigate the risk of giving youtheir information or purchasing the product.   One of the easiest ways to do this is to include a guarantee on your landingpage, proving to customers that they have absolutely nothing to worry about. 30
  32. 32. SECTION 4SEO: Getting Google to Like YouUnless Google (and the other search engines) are on your side, you won’t havemany visitors or conversions to your long term campaigns.  That’s why SEO issuch a critical part aspect of any online marketing project.  Getting search enginesto recognize your landing pages as informative and relevant sources of contentmay sound a bit overwhelming, but chin up, it’s a bit easier to do for landing pagesthan it is for entire websites.  Google wants highly relevant and targeted content,which is exactly what your landing page should be. 31
  33. 33. 1. Text Headlines Yep, you’ve heard it before, and you’re going to hear it again.  Headlines arethe most critical element of your landing page, (next to your CTA).  They capturethe attention of both people and search engines and announce to them what yourpage is about. Place your first headline in an H1 tag, <h1>, with all sub headings as H2, H3,etc.  This will give your page an extra boost of SEO power for the keywords foundin your headline. 2. Think Like a Searcher As you continue to research new keyword possibilities and trends, always bethinking about ways you can adjust and refine your campaigns. 3. Clean, Optimized HTML By default, external landing pages follow Google’s desired HTML format moreclosely and are actually preferred over full websites because they are not affectedby the overlying structure or functionality requirements.   Pay close attention to SEO-specific HTML tags like, the Title and H1 header(see above), as well as, the Alt attribute for links and images.  Always remember tofollow W3C standards. 4. Keywords & Content How often do you use your target keywords in your ad copy?  You should in-clude them at least once or twice within the first 100 words of your message, andshould be placed above any images, flash content, forms, etc.  Any keywords foundin your headers should also be found in the paragraphs to follow.   32
  34. 34. Your keywords should be your core focus.  By optimizing your AdWords textand landing page copy you’ll also be cutting PPC costs.  The more closely theymatch up, the higher your relevancy score gets, the cheaper it is to attain your de-sired ad ranking. 5. Everything Else... Although you may be just starting out experimenting with landing pages,chances are you’ve already spent a good deal of time refining the SEO or PPC ofyour website or blog.  If that’s the case, you actually know a lot more than youthink about optimizing your landing pages.  A website is actually an organized col-lection of landing pages with a broader focus.  Follow the same steps and use whatworks. Enjoying this eBook? Help us out by Sharing: Twitter | Facebook | LinkedIn 33
  35. 35. SECTION 5Warning! What Not to DoWe’ve covered many of the steps you need to be taking in order to fully optimizeyour landing pages and make them worth the time you spent into their design.There are, however, a number of things that you should avoid at all costs.  By do-ing them you not only hurt your chances of ever making a conversion, you alsomake yourself look like a desperate car sales man.  These DO NOT benefit you inthe slightest and will only tarnish your image, so don’t do them. 1. Don’t Go Overboard With Text Too much text can be intimidating and will quickly discourage people fromreading any part of your page.  Focus on the core message, the main points andonly the stuff that a person might need in order to make a decision.  If they wantmore information, they’ll google you and find it. 2. Don’t Use Popups Bad landing pages are notorious for popups.  We’ve all seen them.  You startreading a page and 10 seconds into it a window pops onto your screen, abruptlyinterrupting you to promote free shipping in exchange for signing up for theirnewsletter.  How the crap are you even supposed to know if you want to buy yet,you haven’t even finished reading the first text block. Or, better yet, the browser message asking, “Are you sure you want to leave thispage?” after attempting to close the tab or window.  (/facepalm)  I wouldn’t haveclicked close if I didn’t want to leave.  And no, free expedited shipping isn’t goingto change my mind. 34
  36. 36. Even Google hates popups.  Quoting from the AdWords Editorial Guidelines,"We do not allow links to landing pages that generate pop-ups when users enter orleave your landing page.”  This includes any new window opened by some eventon the parent landing page. Best advice.  Don’t use popups, or popunders. 3. Don’t Oversell Yourself Using bloated adjectives like: Amazing!Awesome! Kick-Ass!!! Generally speaking, us-ing exaggerated and emotive adjectives are justgoing to be annoying to your visitors.  Youmight think that your product is “Awesome!”and want to include that in your copy, but thereal proof of “awesome-ness” comes from thebenefits your product/service brings to users. So, focus on those instead. 4. Don’t Hide the Option to Opt-Out If the goal of your page is to generate leads, and you offer a newsletter or somekind of subscription service, let your visitors know that they have the option toopt-out if they want. 5. Automatic Sound is an Automatic Fail Those people that find your landing page at work with their speakers turned upare going to hate you.  There’s no quicker way to get people to click the “back”button or close the window completely in a panic to turn the sound off.  If yourpage relies on sound or if it’s part of your video content, let your visitor be in con-trol of when it plays. 35
  37. 37. CHAPTER 3 Practice Makes Perfect:  Testing What WorksYou’ve probably heard this before, but testing is one of the most important thingsyou can do to ensure success and improve the performance of your landing pages.You can know exactly what your audience wants, and follow every proven practiceand tutorial out there, but chances are, your landing page is still going to have defi-ciencies.  It’s your job to flush them out.   Testing allows you to find out what’s not working and fix it.  Setting up a report-ing and analytics system is not that complicated, but is definitely worth the effort. 36
  38. 38. SECTION 1Reporting, Metrics, & Analytics areyour friend 1. Assume Nothing. Test Everything You might have a pretty good idea of what your visitors want in a landingpage, but it’s fool-hearted to think that you will get it 100% right the first time.  As-suming that your page design is exempt from testing is a dangerous and costly mis-take.  Who knows, the smallest changes could mean the difference of a hundredmore conversions.   Test everything, and we mean everything.  Making your CTA more conspicu-ous could be a simple color change or increasing the size of your buttons by 50%. Even switching to different images and graphics can help boost your conversion 37
  39. 39. rate.  This is where testing comes in.  You won’t know until you start experiment-ing and trying different variations of your landing page. 2. Use Analytics In order to test, you need analytics.  This will show you which of your landingpages convert more, and which ones need help.  Some of the more commonlyused web analytics programs are Google Analytics and Omniture.  Google Analyt-ics is probably the one most people will use, mainly because it’s free and more ac-cessible to individual marketers.   Google Analytics is simple and quick to setup.  It only requires a small trackingcode that you can copy/paste onto your landing page.  Once implemented, you’llbe able to get a better understanding of visitor behavior and how long they’re stay-ing to read your message.  You can also setup conversion funnels to see how wellyour landing page is working. 3. Understanding Basic Metrics Your KPIs, or Key Performance Indicators, are the specific metrics or eventsthat show you how well your page is doing its job.  Some of the more commonlyfollowed KPI’s include: - Conversion Rate: How many visitors actually did what you wanted them to. - Time On Site: The average amount of time people spend on your site. - Bounce Rate: How many visitors left your page without fulfilling your CTA. Landing page analytics is a whole lot simpler than website analytics.  It’s muchmore black and white, because there really should only be two choices your visi-tors have to make; the call to action, or bounce.   38
  40. 40. 4. Granular Analytics The deeper you can dig into your analytics, the better.  It allows you to makeconnections with the countless variables that affect the ability of your landing pageto convert.  Knowing that conversions on your vacation package sales page spikeduring November and February (winter and spring break), you can increase yourmarketing campaigns and capitalize on the season rush. 5. Multivariate Testing Once you know what elements of your page to focus on you can start testing. Multivariate testing is basically testing multiple variants of your page at the sametime.  Makes sense, doesn’t it?  Altering the position, color or image of your CTAbutton, the surrounding text, and your master header all at once in an attempt toincrease conversions.  Multivariate testing is most helpful with pages that get morethan ~1,000 weekly views. 6. A/B Split Tests Another way to test is A/B, or split, testing.  This is where you change only oneaspect at a time and run both variations of your page side by side to see which oneperforms better.  If variation A, with the large yellow button, converts 9.8% ofyour visitors, and variation B, with the large purple button, converts only 9% ofyour visitors, you can easily tell that the yellow button is the way to go.  A/B testsoffer a clear cause and result that you can easily base your optimization decisionson.   7. Don’t End the Test too Soon You can’t base your conclusion as to which variation is the better from the firsttwo people that visit your landing page.  You need to have a large enough samplesize to prove that one version consistently performs better than the other.  This all 39
  41. 41. depends on the amount of traffic you get, and the complexity of your test, but agood estimate to follow is about 100 conversions per page tested.   8. Eye Tracking & Heat maps Both of these tools offer valuable insight into how people follow your messageand how the layout of your landing page affects your conversion rate.  If yourCTA isn’t getting very many clicks, it might be worth moving it closer to the areaswith the most traffic. 40
  42. 42. 9. Test Odd Pricing Odd pricing uses prices that end in 9’s and 7’s, which tend to sell better.  Itsounds kind of funny that people are more likely to make a purchase when it costs$7.99 instead of $8.00.  But, this phenomenon has been proven over and overagain and is used everywhere. It’s definitely worth testing on your own sales pages.  41
  43. 43. SECTION 2Optimization: Saving the Best forLastIf your visitors aren’t doing what you want them to, ie. your CTA, then it’s pasttime you changed a few things to your landing page.  Testing lets you know what’swrong, but optimization is what increases your conversions.   1. Remove Clutter As you continue to refine and test different variations of your landing pages,don’t be afraid to just throw out some things.  You’ll be glad you did. Even if it’s directly supporting your call to action, content can still be consid-ered clutter if there’s just way too much of it.  You might be tempted to replacethat content with something else, but it’s better to just leave it.  The whitespaceyou create from removing the clutter actually increases the visual importance ofyour key message and call to action. 2. Be Flexible Although you might hate to admit it, sometimes your first design isn’t going towork as well as you’d hoped.  Be flexible so you can quickly respond to user feed-back.  Remember that your landing page should be centered around your visitor,not yourself.  Be open-minded about what they want. 42
  44. 44. 3. Customer FeedbackAll of the decisions you make involving the optimization of your pages should bestrictly centered on what your visitors want.  What are they expecting?  Whatmade them leave, or stay?  What they were looking for? Your visitors are your best sources for new ways to improve your page. Enjoying this eBook? Help us out by Sharing: Twitter | Facebook | LinkedIn 43
  45. 45. CHAPTER 4 Create Free Landing Pages With InstaPageMost business still don’t know, Landing Page Marketing increases conversions byan average of 20%. InstaPage provides the most simplistic, fast, & powerful Land-ing Page solution available. We are a team of entrepreneurs, coders, marketing experts and change makers.We want to create a world where all businesses can automate their marketing ef-forts and efficiently acquire customers online. We’re excited to build that worldwith you. Try InstaPage Free 44
  46. 46. SECTION 1Six Benefits of Using InstaPage 1. Build Pages with no HTML Knowledge You shouldn’t have to spend valuable time & resources hiring a web developerfor every task required to succeed online. Landing Pages only works if you can eas-ily implement & test campaigns frequently. You can quickly create pages thatreflect your brand without any knowledge of HTML. 2. Lower Customer Acquisition costs Your visitors can’t all be categorized into one group. By doing so you’re losingthe majority of all potential conversions & wasting money. InstaPage makes it eas-ier than ever before to segment your marketing message out into multiple catego-ries. Never again will everyone see one generic home page. 3. Simplicity as a Core Focus We’ve designed every aspect of InstaPage with “Simple” in mind. We’re firmbelievers that using technology shouldn’t be hard & it’s our obligation to providethis for you. You’ll have more time to improve your Landing Pages, rather thanpulling hair out learning something new. 45
  47. 47. 4. Significantly Eliminates Costs Millions of businesses still spend thousands hiring people to manage their on-line strategy, or worse ignore it all together. Traditionally, success online required adesigner, webmaster, hosting provider, optimization pro, & more. With InstaPageeverythings included! 5. Machine Learning Optimization Its extremely stressful trying to guess what content (text, images, colors, etc.)will provide the most success. It’s time to stop making assumptions & let the ma-chine do the work. We’ve built the first machine learning technology that findswhich content variations are most valuable & adapts automatically. 6. Increased Engagement & Conversions By sending your traffic to promotion specific landing pages your advertisingcampaigns will absolutely perform far better. Businesses who build highly relevantlanding pages for every advertisement (PPC, Banners, Emails, etc.) often see over a20% increase in conversions. 46
  48. 48. Thanks for reading “The Landing Page Formula.” Don’t forget to share! -Tyson Quick | InstaPage CEO 47