creating landing pages that sell
TRANSCRIPT
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CREATE LANDING PAGES THAT SELL
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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 [email protected] Twitter: @robertbly
Today’s Featured Presenter:
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P. 2 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
Event Recording Webinar is being recorded Email to webinar, slides, Q&A on Tuesday Summary Q and A paper
Ques8ons Please ask ques?ons in ques?on panel Post ques?ons on Twi@er to: @Pinpointe
Please share! Tweet this, like us on FB, LinkedIn
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P. 3 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
Bob Bly: ◦ 4 free marke?ng reports worth over $100
◦ Download at h@p://www.bly.com/reports
Pinpointe: ◦ Free -‐ 1 month Service ($42 ~ $500 value)
◦ h@p://www.pinpointe.com/get-‐started
◦ Coupon code: PPTWEBNR (Through March only)
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P. 4 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
• “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
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P. 5 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
• 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.
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P. 6 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
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
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P. 7 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
Banner
Headline Copy
Subhead
Image
Body Copy
Close
Form Position
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P. 8 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
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P. 9 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
Conversion Rates Variable Design: Image
15.91%
19.26%
15.19%
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P. 10 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
Great For: • Relationship-building • Teaser • Content
Online Video
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P. 11 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
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)
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P. 12 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
* 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
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P. 13 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
Results: 32% Click Rate
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P. 14 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
Friends
E-Zine
Long-Copy Landing Page
Strangers
Banner Pop-up SEO Pay-per-Click (Google Adwords)
Short-Copy “Preview Page”
Long-Copy Landing Page
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P. 15 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
(Squeeze Page)
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P. 16 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
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P. 17 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
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
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P. 18 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
Landing Pages • General Retail Markets – 1% to 3% • Targeted Niche Markets – 10% to 20+%
Online Conversion E-‐mail Series • 10% to 30%
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P. 19 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
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)
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P. 20 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
• Test A -‐ Benchmark • Test B -‐ 14% lij • Test C -‐ 22% lij • Test D -‐ 27% lij
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P. 21 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
Pre-head
Left Column _______
Author photo
Credibility Bio
Order Button
Become an Affiliate
E-zine offer
Lead
Head
CR: 4.5%
Subhead
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P. 22 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
New Subhead
Lead-in
Bullets
CR: 4.5%
Testimonials
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P. 23 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
Content Sidebar
Credibility
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P. 24 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
Close with a Guarantee
Extend
Scope
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P. 25 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
P.S. Offers the Bonus
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P. 26 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
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P. 27 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
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!
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P. 28 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
CR: 10.9%
Credibility
Familiarity
Clarity – “Just say what it is
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P. 29 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
Credibility
News/Benefit Credibility
Track Record
Big Idea
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P. 30 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
Alliteration
Engage Reader in your story
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P. 31 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
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P. 32 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
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P. 33 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
CR: 9.2%
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P. 34 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
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P. 35 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
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P. 36 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
Sent: 6/19/2006
Clicks: 1,567
Orders: 47
Gross Rev: $1,833
Conversion: 3%
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P. 37 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
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P. 38 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
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P. 39 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
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P. 40 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
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P. 41 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
Offer on First Screen
More Credibility
Credibility Building Graphic
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P. 42 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
“Free on Free” Squeeze Page
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P. 43 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
www.eagleeyeoffer.co.uk
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P. 44 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
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P. 45 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
www.MagicMaestros.com
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P. 46 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
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P. 47 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
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P. 48 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
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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P. 49 www.pinpointe.com | TW: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
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(408) 834-‐7577
TwiSer: @pinpointe Blog: www.pinpointe.com/blog
Bob Bly Copywriter, Internet strategist Phone: (201) 505-9451 Subscribe to Bob’s “Direct Response Letter”: www.bly.com/reports or www.TheLandingPageGuru.com