BIZ THREAD: Warning you may make money in here. LANDING PAGES

[BradM]

Folks:
What makes a good landing page? What elements do a landing page have to contain in order to pull in a high CTR?

Show some examples if you have them, or give your feedback on what makes a very good landing page.

[Jarmusch]

Originally Posted by BradM

Show some examples

[dissipate]

Oh no, a business thread! (wait for it to drop off page 1)

[GooSearch]

i got this in an email .. i found it very usefull give it a read



Landing Page Quick Reference Guide
By Michael Cordova (c) 2006

A landing page is a website page that is created for one
purpose - to persuade the site visitor to convert into a
customer by making a sale, completing a form (thereby becoming
a qualified lead), signing up for a newsletter, etc.

We provide this landing page quick reference so you can pull it
out every time you are creating a persuasive landing page. It is
divided into 4 sections and is intended to be an all-inclusive
tip sheet.

Most importantly, consider that you have 8 seconds or less to
convince your visitor to act. If you haven't convincingly made
your case in this time then your visitor will move on and will
be lost, as the Internet has created the most fickle customer
in sales history.

Page Layout

- Place your logo at the top left. Visitors expect it there so
display your branding where it counts.

- If the visitor came from a search engine keyword search or a
PPC ad, then place the keyword terms in bold at the top of the
page. This reinforces to the visitor that they came to the
right place.

- Always keep the Golden Triangle in mind. It is the most
important and scanned part of the page. It is the area of the
page that starts at the top left of the page moves to the top
right side of the page then down diagonally to the bottom left
of the page just above the fold. The fold is the area of a web
page that the visitor sees without scrolling vertically. You
should never force a visitor to scroll horizontally. This means
that your landing pages should be able to be seen completely on
an 800 x 600 screen resolution. Place your UVP (Unique Value
Proposition) in the middle of the Golden Triangle.

- Contrast your Calls to Action with respect to the rest of the
page - use contrasting colors, round vs. rectangular, straight
vs. slanted, warm color vs. cold color, big vs. little. Make
sure you can spot the Call to Action from 6 feet away.

- Place assurances, testimonials and guarantees in the
far-right column

- Place logos to appropriate associations or online companies
at the bottom of the page to show credibility - Verisign, BBB
Online Reliability, certified by..., Alexa rank (if good),
powerseller, live support, credit cards supported, open 24
hours a day, Hacker Safe, as seen in Entrepreneur Magazine,
Chamber of Commerce, etc.

- Don't place external links on a landing page. Just allow them
the option to proceed into completing the form and converting
into a customer.

- Place privacy policies on the landing page. This instills
confidence.

- Think of the Amazon.com website. Note their Call to Action is
the hotspot at the top-right of all pages - add to cart, one
click ordering, etc. This may also apply to you.

Writing Style and Content

- Spend time on your Unique Value Proposition (UVP) and place
it into the center of the Golden Triangle. A UVP is the core
differentiation of a company's product or service from those
of competitors. A complete UVP will describe the market and a
company's competitors and the key difference between
competitors and your own company.

- Ensure that you don't have big paragraphs. Visitors tend to
scan pages instead of reading all of the text on them.

- Write using headers above paragraphs that summarize the
following text.

- Use bullets where possible as visitors can quickly scan them.
Search engines also prioritize bullets instead of long paragraph
text.

- If you want to add a picture ensure that it is going to
reinforce your message. You can easily lose significant sales
by having the wrong picture on the landing page.

- If the purpose of the landing page is to provide a white
paper or article then create an image for the paper with
enlarged text like the one below and place it on the page:

The Form

- Keep the number of fields on the form as small as possible.
This is critical in getting them to complete the form.

- Add a Comments textbox asking for the visitor's input. It can
be key to qualifying leads. Those that complete this form with
the services they are looking for should be contacted
immediately. Here are some requests you can use for this
Comments box:

- What is biggest problem that you need to solve now?

- What is the purpose of your project?

- Please list your goals for this project.

- How can we help you?

- In case the visitor doesn't complete the Comments textbox on
the first page, add a 2nd page with only a Comments textbox on
it requesting the visitors comments again. Tell them that if
they complete the Comments box now then they will receive an
extra free white paper that is relevant to the same visitor.
These visitor comments are important.

- Have the visitor check a box that says something like "YES!
Send me the free white paper that will change my life." It is
the psychological method of coercing them into completing the
rest of the form.

- Prominently list the benefits of completing the form. It is a
major validation. Make sure to write the benefits in terms of
the user's benefits instead of the features of your product or
service.

- Ensure you save the form information into a database and send
emails out as soon as the form is completed so you can
immediately contact the visitor. The lead's effectiveness drops
dramatically as time goes by. Contacting a lead within minutes
is ideal.

Landing Page Mistakes to Avoid

- Graphics or text unrelated to the offer - limit copy to only
the point of the landing page

- Long forms with unneeded fields - limit your form to what is
absolutely essential

- Difficult to read fonts

- Navigation off of the landing page

- Placing important persuasive copy below the fold

[BradM]

Those are darn good tips, thanks.

[StickyGreen]

nice read...

[Nicky]

Pretty nice article above, good read

[spunkmaster]

This was a good biz thread !

[warlock5]

Yours for only $495:

http://www.sherpastore.com/RevisedLa...geHB.html?8913

[ilbb]

Originally Posted by GooSearch

i got this in an email .. i found it very usefull give it a read



Landing Page Quick Reference Guide
By Michael Cordova (c) 2006

A landing page is a website page that is created for one
purpose - to persuade the site visitor to convert into a
customer by making a sale, completing a form (thereby becoming
a qualified lead), signing up for a newsletter, etc.

We provide this landing page quick reference so you can pull it
out every time you are creating a persuasive landing page. It is
divided into 4 sections and is intended to be an all-inclusive
tip sheet.

Most importantly, consider that you have 8 seconds or less to
convince your visitor to act. If you haven't convincingly made
your case in this time then your visitor will move on and will
be lost, as the Internet has created the most fickle customer
in sales history.

Page Layout

- Place your logo at the top left. Visitors expect it there so
display your branding where it counts.

- If the visitor came from a search engine keyword search or a
PPC ad, then place the keyword terms in bold at the top of the
page. This reinforces to the visitor that they came to the
right place.

- Always keep the Golden Triangle in mind. It is the most
important and scanned part of the page. It is the area of the
page that starts at the top left of the page moves to the top
right side of the page then down diagonally to the bottom left
of the page just above the fold. The fold is the area of a web
page that the visitor sees without scrolling vertically. You
should never force a visitor to scroll horizontally. This means
that your landing pages should be able to be seen completely on
an 800 x 600 screen resolution. Place your UVP (Unique Value
Proposition) in the middle of the Golden Triangle.

- Contrast your Calls to Action with respect to the rest of the
page - use contrasting colors, round vs. rectangular, straight
vs. slanted, warm color vs. cold color, big vs. little. Make
sure you can spot the Call to Action from 6 feet away.

- Place assurances, testimonials and guarantees in the
far-right column

- Place logos to appropriate associations or online companies
at the bottom of the page to show credibility - Verisign, BBB
Online Reliability, certified by..., Alexa rank (if good),
powerseller, live support, credit cards supported, open 24
hours a day, Hacker Safe, as seen in Entrepreneur Magazine,
Chamber of Commerce, etc.

- Don't place external links on a landing page. Just allow them
the option to proceed into completing the form and converting
into a customer.

- Place privacy policies on the landing page. This instills
confidence.

- Think of the Amazon.com website. Note their Call to Action is
the hotspot at the top-right of all pages - add to cart, one
click ordering, etc. This may also apply to you.

Writing Style and Content

- Spend time on your Unique Value Proposition (UVP) and place
it into the center of the Golden Triangle. A UVP is the core
differentiation of a company's product or service from those
of competitors. A complete UVP will describe the market and a
company's competitors and the key difference between
competitors and your own company.

- Ensure that you don't have big paragraphs. Visitors tend to
scan pages instead of reading all of the text on them.

- Write using headers above paragraphs that summarize the
following text.

- Use bullets where possible as visitors can quickly scan them.
Search engines also prioritize bullets instead of long paragraph
text.

- If you want to add a picture ensure that it is going to
reinforce your message. You can easily lose significant sales
by having the wrong picture on the landing page.

- If the purpose of the landing page is to provide a white
paper or article then create an image for the paper with
enlarged text like the one below and place it on the page:

The Form

- Keep the number of fields on the form as small as possible.
This is critical in getting them to complete the form.

- Add a Comments textbox asking for the visitor's input. It can
be key to qualifying leads. Those that complete this form with
the services they are looking for should be contacted
immediately. Here are some requests you can use for this
Comments box:

- What is biggest problem that you need to solve now?

- What is the purpose of your project?

- Please list your goals for this project.

- How can we help you?

- In case the visitor doesn't complete the Comments textbox on
the first page, add a 2nd page with only a Comments textbox on
it requesting the visitors comments again. Tell them that if
they complete the Comments box now then they will receive an
extra free white paper that is relevant to the same visitor.
These visitor comments are important.

- Have the visitor check a box that says something like "YES!
Send me the free white paper that will change my life." It is
the psychological method of coercing them into completing the
rest of the form.

- Prominently list the benefits of completing the form. It is a
major validation. Make sure to write the benefits in terms of
the user's benefits instead of the features of your product or
service.

- Ensure you save the form information into a database and send
emails out as soon as the form is completed so you can
immediately contact the visitor. The lead's effectiveness drops
dramatically as time goes by. Contacting a lead within minutes
is ideal.

Landing Page Mistakes to Avoid

- Graphics or text unrelated to the offer - limit copy to only
the point of the landing page

- Long forms with unneeded fields - limit your form to what is
absolutely essential

- Difficult to read fonts

- Navigation off of the landing page

- Placing important persuasive copy below the fold

thanks for good tips!

[L-Pink]

bump .....

[gandalfuy]

great info!!!

[HeadPimp]

We should kill this thread. There is actually good information here. That sort of thing doesn't belong on GFY.

Besides I already read it and copied it into a file. No need for anyone else to get smarter.

Heh...

[tranza]

Who is Michael Cordova???

[dirtysouth]

One thing I started doing this last year was simply adding "?ref=whatever" to the end of my inbound urls. Then I use $_GET['ref'] to pull the ref code and serve up a landing page with a layout much like the article described tailored to where they came from.

IE: If the ref was google, output "Special offer for customers coming from Google today only!" kinda shit.

[BradM]

dirty: ya that's pretty basic but a good tip if you haven't done it yet

[RevengeBucks_Monica]

Woah woah woah, you don't actually mean to imply that any of us are spending time working now do you? And you've gone and provoked someone into posting useful tips! Now I'm going to have to use them... *grumble*

[snaker]

bumpity bump for good thread

[papill0n]

Thanks for posting that article goosearch

[V_RocKs]

Lots of hot chicks with nothing on.

[fuzebox]

I like using words like "Click here to xxxxxxxxxxx", I am of the opinion that surfers are completely retarded, and will gravitate to things that say "click here" and click that. Hell, using clickheat to track I noticed that the words "click here" in a linked sentence like "click here to download the full video" will get more clicks than the rest of the sentence, even though the whole thing is blue and underlined.

I also hate terms like "instant access", which I believe means absolutely nothing to the surfer... No one goes "wow, how can I access this porn instantly" - the worst two words in porn I think. The same goes for 468x60 banners, surfers have been trained to avoid these for 5 years.

[BradM]

Originally Posted by fuzebox

I like using words like "Click here to xxxxxxxxxxx", I am of the opinion that surfers are completely retarded, and will gravitate to things that say "click here" and click that. Hell, using clickheat to track I noticed that the words "click here" in a linked sentence like "click here to download the full video" will get more clicks than the rest of the sentence, even though the whole thing is blue and underlined.

I also hate terms like "instant access", which I believe means absolutely nothing to the surfer... No one goes "wow, how can I access this porn instantly" - the worst two words in porn I think. The same goes for 468x60 banners, surfers have been trained to avoid these for 5 years.

All valid points.
When I worked for a mainstream top50 I had all sorts of tracking and analytics in place. EVERY SINGLE creative that had "click here" in it performed better than the same variant without it.