[e-book] new habits of creating conversion optimized landing pages
DESCRIPTION
Get this E-Book to create conversion optimized landing pages using new HABITS!TRANSCRIPT
How to Create
Conversion Optimized
Landing Pages –
The HABITS
Framework
• Marketers who want to build conversion optimized landing pages
• Anybody interested in generating leads
01
What will you learn?
• How to create landing pages that convert
Who can benefit from this E-Book?
What’s Inside!
CHAPTER 01: Create Landing Page that Convert
01-1 What are landing pages
01-2 How is landing page different from webpage
01-3 Why should you use landing pages
CHAPTER 02: HABITS of creating conversion optimized landing pages
02-1 Headline
02-2 Actions
02-3 Benefits
02-4 Image/ Media
02-5 Trust
02-6 Speed/ Urgency
03
04
04
07
08
11
12
13
15
16
17
Create
Landing Pages
That Convert
CHAPTER 01
04Chapter 01- Create landing pages that convert
What are Landing Pages? How is Landing Page different
from webpage?
Landing page is a special purpose
webpage:
Contains information about single offer.
All elements on landing page support
the said offer/objective
Contains lead capture form or call-to-
action link that leads to form
Usually not a part of website navigation
The page where you want campaign traffic
to land for lead capture
A Landing Page is NOT:
a page for detailed description of
product/services
a page for corporate info
A Landing Page does not contain navigation
elements.
Sample webpage1
2
1. Navigation
2. Detailed description
of product
05Chapter 01- Create landing pages that convert
Sample landing page
1. No navigation
2. Focused Content
3. Form for Lead Capture
1
2
3
06Chapter 01- Create landing pages that convert
Why use Landing Pages?
You run ad campaign with specific objectives. Redirecting
a visitor to website may confuse him and he may navigate
away.
Landing Page would prompt the visitor to take an
action.
Most Ad Campaigns are PPC. Without lead capture
landing page, you are wasting ad clicks.
Landing page gets you visitor details.
07
HABITS of
creating
conversion
optimized
landing pages
CHAPTER 02
Headline / Tagline
Action / Call-to-Action
Benefits / Value
Image / Video
Trust / Testimonials
Speed / Urgency
09Chapter 02- Learn habits of creating conversion optimized landing pages
Here is a HABITS
Compliant Landing Page
1. Headline
2. Action
3. Benefits
4. Image
5. Trust
6. Speed/Urgency
1
3
2
4
5
6
10Chapter 02- Learn habits of creating conversion optimized landing pages
Headline
Visitor will spend 3 seconds or less on reading
the headline. Therefore, it
Should be Short, to-the-point & catchy
Must match message on Ad Copy
Should have summary of offer/value/benefit
Use sub-headline (if needed)
Should stand in font color & size
Using Numbers in Headlines also works
well
Numbers in Headline seem
attractive
11Chapter 02- Learn habits of creating conversion optimized landing pages
Action
Use persuasive CTA above the fold
Make it distinct: Use color contrast
Don’t use generic CTAs, like ‘Submit’
Instead Use ‘Download Whitepaper
NOW’, or ‘Signup for Free Trial’
You can use directional cues to point
visitor to CTA
Above the
fold
Strong color
contrast
Action
centric
message
Directional
cues on CTA
12Chapter 02- Learn habits of creating conversion optimized landing pages
Benefits
Emphasize benefits of offer in headline
Use bullet points to highlight benefits
Perceived value must be greater than perceived cost
Don’t confuse ‘features’ with ‘benefits.’ Value is not about who
you are but what visitor will get from offer
• [Bad] Product is highly configurable and can be
customized for any needs (describes features)
• [Good] Increase Employee Engagement, Retention and
Productivity (describes benefits)
13Chapter 02- Learn habits of creating conversion optimized landing pages
Perceived Benefit is high: Rs.
1000/- OFF on Rs. 8000/-
Holiday Package makes decent
enough offer.
Perceived Cost is less: Visitor has
to give his/her Name, Email ID
and City to claim offer. He is not
even being forced to book
package then & there. Thus
perceived cost is very less.
Whenever Perceived Benefit > Perceived Cost, probability of form fill increases.
14Chapter 02- Learn habits of creating conversion optimized landing pages
Image/ Media
Provide at least one supporting image / video
Use sources like DepositPhotos, GettyImages, ShutterStock to buy images
Researches show that videos can increase conversion by 80% (videos are
engaging)
However, don’t overdo media elements:
i. Too many images can appear tacky
ii. Big videos can increase the loading time
15Chapter 02- Learn habits of creating conversion optimized landing pages
Trust
If you are the seller, potential buyer would take the word of 3rd
Parties over yours. You can use any of the following credibility
builders:
List of Customer Logos, Customer Testimonials
Product Reviews
Social Proofs
Press Coverage
Award & Recognitions
Certification
However, don’t go overboard with trust building. use only a couple of these items at a time.
16Chapter 02- Learn habits of creating conversion optimized landing pages
Speed
You can make offer more
desirable by making it:
Exclusive
Limited supply
Time-bound
Making the offer
exclusive makes it
more enticing
17Chapter 02- Learn habits of creating conversion optimized landing pages
Use HABITS! Create Landing Pages that Convert
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