Lander Tuesday Tutorial: " How to Create High-Converting Landing Pages"

Agenda
1. Overview 2. Tutorial 3. Ask Me
Anything

A landing page can only cause
one of five actions:
http://sethgodin.typepad.com/seths_blog/2006/04/vocabulary_land.html
1.Click 2.Buy 3.Register
4.Tell a
friend
5.Learn
something
landerapp.com

One Landing Page for
each Campaign
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“Sending visitors to your site destroys
your conversions”
Landing Page VS Homepage
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“87% of companies could see a direct
impact on their annual revenue from
landing page”
Win Fact
Source: MarketingSherpa 2011 Landing Page Optimization Benchmark Report
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“Ad-specific landing pages outperform
generic pages by increasing lead form
submissions by 115%”
Win Fact
Source: Quicksprout
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Your Landing Page is the...
Perfect chance to start a conversation, ask a question,
invite discussion and welcome clicks on into your site.
And may be your only chance to reel in a visitor and
convince them that your offer is worth their time and
attention.
landerapp.com

Why a Landing Page?
Landing Pages let you narrow your focus
and remove the clutter that could distract
your visitor from taking the action you want
them to take.
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And what does that mean?
Landing Pages can improve your conversion rates, and
that means they can increase your:
● Leads
● Sales
● Visitors
● Subscribers
● Followers
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When’s the Best Time to Use LPs?
● As destinations in your pay-per-click ads (Adwords, AdSense, Bing)
● To create anticipation about a product launch
● To segment your offers
● As destinations in your social media ads
● To segment your audience
● To promote an event or webinar
● To set up your Portfolio
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What are visitors expecting from my Landing Page?
Go ahead and put yourself in your visitors' shoes
and think of common questions that they might have.
Best way to do it is to match headlines with your
user’s search query.
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Headlines with directions
Users want to be told where to go, what to do, and how to
do it.
That’s why the best performing landing pages have a clear,
concise headline that immediately speaks to the reader’s
wants, fears or needs.
landerapp.com

Clear Concise Language
Try to include everyday language, it’s very important
to try to be as concise as possible.
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Focus on them
People visiting your landing pages want to know that
they’re important and valued.
Avoid using self-centered language like “I” and “we”,
it gives the impression that you only care about
yourself.
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1. Write Killer Headlines
Your Headline grabs and focuses your reader’s attention. It makes him
want to read your message. It “sets the stage” and the emotional tone that
will make conversion more likely.
● It should inform the user what the product or service is all about.
● It should be short
● It should be persuasive
Key Elements of a High Converting Landing Page
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2. Persuasive SubHeadline
If the headline makes the user look, then the subheadline should make them
stay. A subhead is part of the one-two punch of a landing page’s power.
● Normally, subheadline is positioned directly underneath the main headline.
● Take the concept of the headline, and push it a little bit further.
● The subheadline can go into slightly more depth and detail than the main
headline.
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3. Images
Your visitors will be affected by the images on your landing page immediately.
● The pictures should be relevant to your product or service.
● Make sure the pictures are high-quality. This is not the place to feature
stock photographs or last-minute Photoshop botches
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4. Value Proposal or Benefits
Your Value is what your company does better than any other. It’s your
competitive edge, and communicated effectively will make you stand out from
the crowd and drive your success.
● One of the best ways to advance your value proposition is through a list of
benefits.
● Benefits should be clearly focused on the user.
● A value proposition can be found spread among the various essential
elements.
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5. Trustworthy Testimonials
A landing page’s testimonials are one of its most important trust signals. A user
wants to know that they can trust the product or service.
● Choose testimonials from people who are most relevant to your target
audience.
● It’s important that every featured testimonial be accompanied by a photo
of a real person.
● The best testimonies are those that are backed by real numbers, real
data, and specific applications.
landerapp.com

6. Powerful Call to Action
The last position is for the most important element of all — the call to action
● Make it big. Generally speaking, the bigger the better.
● The actual CTA copy is the most significant copy on your entire landing
page. Use something explosive, exciting, and persuasive.
● Use a button. People know what to do when they see a button.
● Whatever color you use on your CTA, make it different.
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EXAMPLES OF GOOD LANDING PAGES
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EXAMPLES OF BAD LANDING PAGES
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www.landerapp.com
EXAMPLES OF GOOD LANDING PAGES

www.landerapp.com
EXAMPLES OF BAD LANDING PAGES

Agenda
1.Overview 2.Tutorial 3.Ask me
Anything
www.landerapp.com

5 Landing Page Mistakes that
Crush Conversions
1. Blowing the headline
2. Asking for more than one thing
3. Ignoring basic aesthetics
4. Having the call-to-action below the page fold
5. Not targeting your landing page

Agenda
1.Overview 2.Tutorial 3.Ask me
Anything

Fernando Florez, Marketing Manager
@FlorezFer
Thanks!
Need a hand with your Landing Pages?
fflorez@landerapp.com

Lander Tuesday Tutorial: " How to Create High-Converting Landing Pages"

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Lander Tuesday Tutorial: " How to Create High-Converting Landing Pages"