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Advanced Landing Page Tactics
Have you ever wondered why so many landing pages remind you of the last 10 you looked at? Well, there's a reason for it. It's called years and years of split-testing what converts and what doesn't. Over time, the less-effective tactics fall by the wayside, and we're left with the most torture-tested methodologies that still remain standing. It's a brutal world for the aspiring landing page component - one slip of the split-test and it's curtains! Here are some really common methods: 1. The header text is either red or blue. It's almost never some other color or black. Red creates a sense of urgency, while blue puts the reader into a comforting zone, more prepared to absorb the detail of the page. 2. The author or page owners picture and signature. This boosts credibility, establishes some semblance of rapport with the reader and serves to reinforce whatever the text, graphics and theme of the page is. 3. The testimonials. These establish some social proof that the author is who he says he is, that the product is legitimate, and that objective third parties (assuming you believe the copy) are benefiting from the product or service. Think of it as a star or athletic endorsement. 4. You'll see a lot of specific values and benefits thrown around, particularly if there is a big pile of bonuses being offered. Dollar figures, summary graphs, and other illustrative tools to assist the reader in establishing in their mind's eye, the value of the product (which will always be less than the copywriting purports, but that's Ok as long as it's equal to or greater than the price) 5. The automatically updated time stamp - which shows up generally in two places. First in the opening Dear John - as if the landing page owner sat down and wrote a letter to the reader that morning. Then, later, in the section designed to create sense of urgency and fear of loss "Order by midnight on (today's date) before the price goes up" or some similar call to action. 6. Trigger phrases that tug at the emotions. These tend to be action-oriented and often a bit over-the-top, in recognition of the fact that it takes a lot to get a reader's motor running these days. All designed to induce action before the reader moves on to the next deal-of-the-century landing page.
Successfully-converting landing pages follow a pretty familiar formula. You can stray from that formula a bit, just to be creative and add a little spice, but you really need to include most, if not all of these elements in order to compete in today's polished landing page world. |
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