The Market Your Message Show
The Market Your Message Show
Ch. 14: How to Design the Perfect Landing Page
Designing High Converting Landing Pages: Day 14 of Launch Your Platform
For more books in the series, go to: PlatformGrowthBooks.com
In this episode of the Market Your Message Show, hosted by Jonathan Milligan, we delve into Chapter 14 of his book 'Launch Your Platform.' The focus is on designing the perfect landing page to effectively convert website visitors into leads and sales. Using the successful Dollar Shave Club landing page as a case study, the chapter outlines five best practices: crafting an irresistible headline, showcasing a productized lead magnet, driving action with a compelling CTA button, streamlining the page with a one-page approach, and boosting credibility with social proof. The episode includes a practical 10 to 15-minute exercise to help listeners design their own high-converting landing pages.
00:00 Introduction to Market Your Message
00:44 Chapter 14: Design the Perfect Landing Page
00:50 The Power of a Simple Landing Page
01:52 Crafting High-Converting Landing Pages
03:30 Step-by-Step Guide to Landing Page Success
07:46 Common Mistakes to Avoid
08:37 Day 14 Exercise: Design Your Perfect Landing Page
09:50 Key Takeaways
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Hello and welcome to the Market Your Message show. I'm your host, Jonathan Milligan, an author of the Your Message Matters book series. We are currently going through book number two in the series called Launch Your Platform, a 21 day launch plan to build your personal brand and share your story online as a writer, coach or speaker. And as a special thanks to you, my podcast listeners, I'm releasing the audio book. One chapter at a time. If you'd like to grab any of the books in the series, just go to platformgrowthbooks. com. Okay. Let's jump in to today's reading.
Chapter 14. Day 14, design the perfect landing page. A hilarious 90 second video was the only thing on the otherwise blank webpage. The video doesn't have elaborate graphics or sales messages. It just has a wacky spokesperson pitching budget friendly razors. The page looked ridiculously simple. This was especially true for a company trying to wrestle market share from the behemoth Gillette. But that single landing page with the funny video was magic. Within 48 hours. Dollar Shave Club had over 12, 000 subscribers who couldn't wait to get their hands on these affordable razors. Practically overnight, an upstart landed major venture capital funding to the tune of 1 million. Just two years after launch, Unilever acquired Dollar Shave Club for a cool 1 billion. The runaway success of Dollar Shave Club dramatically shows the immense power of a dedicated landing page. Unlike homepages bogged down with navigation links and competing calls to action. Dollar Shave Club's one page approach compelled visitors to subscribe. This chapter will reveal how to craft high converting landing pages. It will show you how to turn website visitors into leads, sales, and loyal followers. By focusing each page on one compelling offer, Instead of sending visitors to a generic homepage, you'll see conversions skyrocket. Day 14. Design the perfect landing page. Many businesses make the mistake of sending website visitors to their homepages without clear calls to action. They pour money into driving visitors. Expecting their generic homepage will somehow magically convert visitors into leads and sales. But miscellaneous company homepages fail miserably when it comes to conversions. These generic pages showcase services, provide contact info, and try to welcome all audiences. Without a singular focus, homepages confuse visitors. They have an overload of navigation links. Vying for attention. Your homepage traffic floods into the Bermuda triangle. Never to be seen again. Few visitors will take the initiative to poke around your services or offerings without some direction. Many times website visitors scan for something relevant. And, finding nothing of interest, quickly bounce to another site. Those visitors are lost with almost no chance of return. Instead, your landing page should have one purpose. It is to get visitors to take one specific action, like downloading a lead magnet or signing up for a free trial. Sending visitors to dedicated landing pages can improve conversion rates. They can reach 50 percent or higher when done correctly. To reach these kinds of conversion rates, follow these five best practices. Step one, craft an irresistible headline. Your headline is the first thing visitors see on your landing page. An effective headline convinces visitors to keep reading and take action. Follow these tips for writing high converting headlines. Clearly state the benefit the visitor will receive from taking action. For example, get my free guide to launching a successful blog. Use emotional words like discover, avoid, and create to trigger desire. Utilize the list headline formula 10 ways to Keep headlines short and scannable, ideally six to ten words. test different headlines and see which converts best. The right headline can double conversions. Remember your headline should provide visitors with a compelling reason to opt into your offer. Step two. Showcase a productized lead magnet. Visitors are more likely to opt in when they can visualize the lead magnet. Use images and graphics to showcase your offer as an appealing product. Here are some tips for productizing your lead magnet. Mock up the lead magnet with a realistic product image. Canva provides templates. Make it resemble a physical product with textures and shadows. Show it on a phone, computer screen, or other context. Feature your brand logo and visual identity. Productize lead magnets, boost perceived value and conversions by up to 30%. Step three, drive action with the CTA button. The call to action button prompts visitors to opt into your lead magnet. By default, most buttons have the text submit or subscribe. You will want to change the text on your call to action buttons in order to increase your conversion rate. An effective CTA compels visitors to click by sharing some type of benefit. Follow these CTA button best practices. Use benefit focused action words like. Download now or get instant access. Make the button large and high contrast with bright colors. Place the button at the top part of the page so it can be seen without scrolling down. Limit forms to one to two fields, like name and email address. Test different button text, colors, and sizes for the best conversion rate. Optimizing your CTA button can lift conversions by 10 to 15%. The right call to action makes opting in irresistible.
Speaker 12:Step four, streamline with a one page approach. Online attention spans average just eight seconds. A cluttered landing page hinders conversions. A focused one page approach removes distractions. Here's how to streamline your landing page. Eliminate main navigation links, as well as footer links, hide ads, widgets, videos, and other clutter. Stick to one background image or solid color. Use plenty of white space for a clean layout. Keep page length short. By removing secondary content, ensure the page loads quickly under two seconds. By minimizing distractions, a streamlined one page approach can double conversion rates. Step five, boost credibility with social proof. First time visitors are skeptical of opting in. Reassure them by showcasing social proof of your expertise and credibility. Effective types of social proof include. Testimonials describing amazing benefits from your content. Logos of featured brands and publications. Number of subscribers, downloads, or sales. Awards and media features. Subtly integrating two to three elements lifts conversions by 15 percent on average. But avoid overusing social proof, as that looks desperate. Pro tip. Use exit intent pop ups. Want to grab visitors who are about to leave your landing page?
Use exit intent pop ups to offer lead magnets to potential abandoning visitors.
Speaker 12:Studies show exit intent pop ups can capture 70 percent of abandoning visitors and increase overall conversions by up to 25%. Common landing page mistakes to avoid. While the strategies above set you up for success, there are a few common mistakes that can sabotage your landing page. Using stock photos that don't connect with your target audience.
Neglecting your page copy and focusing just on the opt in form.
Speaker 12:Making your page too salesy instead of benefit focused. Cluttering your page with too many images, links, videos, or text blocks. By being aware of these missteps, you can craft landing pages that generate maximum leads. Creating a high converting landing page is crucial for driving leads and sales from your online marketing. Follow the strategic principles in this chapter. For example, showcase a productized lead magnet and use a benefit focused headline. This will make conversion rates skyrocket. Day 14 exercise, design your perfect landing page. Here is a 10 to 15 minute landing page design exercise. Step one, identify your offer two to three minutes. Come up with a free offer or a lead magnet you will provide in exchange for a website visitor's email address. Summarize the offer and key benefit in one to two sentences. Step two, craft your headline. Two to three minutes. Write a compelling emotional headline that clearly communicates the main benefit of your offer. Aim for six to ten words. Step three, Describe your CTA button one to two minutes. Describe the main call to action button to access your offer. Use benefit driven text for your buttons like download, get access, or start here. Step four, pick a social proof element one to two minutes. Choose a type of social proof to include on your page. Such as testimonials, logos, or subscriber numbers. Step five, sketch the landing page layout three to five minutes. Sketch the layout of your landing page on paper, including elements like the headline, offer image, opt in form. CTA button and social proof day 14 key takeaways, Focus landing pages on one offer and call to action. Craft compelling headlines focused on visitor benefits. Productize your lead magnet with professional graphics. Use high contrast CTAs with action focused language. Streamline pages by removing navigation links and clutter. Add social proof elements to build visitor trust.