Last month, I gave you a list of some great options for “one-click” or “ready-made” landing pages.
These services boast experienced teams offering proven landing page templates, and while having really talented people do most of the work for you is always a great option, the purpose of this article is to explain why “most” actually means “most.”
Landing page success is a multifaceted affair. Each of the factors below plays a massive role.
Ready-made landing pages handle about 90% of your design needs. That still leaves you with 4/5 factors to take care of all by your lonesome.
1. Your Design Needs To Convert
Conversion optimization. It’s the name of the game and what Crazy Egg is all about.
Ready-made services offer you pre-tested templates that have already demonstrated high conversion rates. But they are not 100% perfect for your audience and they are not branded for your product.
That’s why they’re called “templates.”
And you really shouldn’t be using templates straight out of the box. For example, here’s the free WordPress theme (template) I use for my website:
And here’s my actual website:
Notice they look NOTHING alike.
When you grab a one-click landing page, it’s just a template. The main thing you are purchasing is the positioning. You know that your headlines, images, signup boxes, CTA’s, etc. are all going to be in the right spot.
That’s HUGE! But you can’t stop there. You need to change the colors to match your brand. You need to include relevant pictures or film a fantastic video that sells your offer. You need to come up with that catchy offer in the first place and include sales-focused copy that compels viewers to say, “Yes!”
You need to continuously run A/B tests that evaluate each piece of your landing page. The more you test, the better your page will become.
2. You Need A Compelling Offer
The point of a successful landing page is to sell your offer. If your offer is weak, however, great copy and solid design won’t be able to fully compensate.
What are you actually providing to your customers? The internet is full of amazing value at incredible prices. I mean, seriously, $9 a month for a full-featured heat-mapping solution!?
That’s an extremely valuable offer. And these types of amazing offers are everywhere. If you want to compete, you have to offer real, tangible value to your customers.
One of the major concerns owners often have is that better offers equal less profit. “Sure, I could offer 50% off + 7 free books, but then I wouldn’t be making any money.”
The mistake here is to think that pricing is why customers aren’t buying your product/service. People don’t buy what you’re selling because they aren’t convinced they need it. Focus on meeting a need. Focus on providing something that is truly valuable.
I was approached by a company about doing copy for their social media software. It functioned similarly to Buffer or Hootsuite, but with less functionality and the ability to manage only 3 social media accounts. Only 3!? I’m a great copywriter, and sure I could increase their sales, but at the end of the day, there is only so much you can do with a vastly inferior product. To turn that product into something special, they needed to improve the value being offered.
Once you have a valuable offer in place, you can easily leverage pricing to maximize revenue. There are even services like Wiser that will help you find the most profitable price point.
Focus on offering value, and then use effective copywriting to make that offer compelling.
3) You Need Copy That Sells
Copy let’s you connect with people’s emotions. It allows you to go past the facts and resonate with the “why” behind the “what.”
With great copy, your offer isn’t 10% off. Your offer is “The Lowest Price This Product Will Ever Be, TODAY ONLY!”
For the uninitiated, there are 6 principles behind every piece of great copy, taken from Robert Cialdini’s Influence: The Psychology of Persuasion
- Reciprocity – People like to return favors and hate to feel indebted. Offer them something valuable and they will feel compelled to return the favor.
- Consistency – People like to be consistent. If you can get them on board at a lower level of commitment, they are more likely to stay on board at increasing levels of commitment.
- Social Proof – People feel more comfortable doing things everyone else is doing.
- Liking – People like to do things with or for people they like.
- Authority – People respond to perceived expertise. If you can make yourself an expert, they are more likely to trust you.
- Scarcity – People are more likely to respond to something that is in a limited supply or available for a limited time.
I won’t dive deeper into these principles here, but your copy should be leveraging these principles in persuading viewers to become buyers. Simply stating the facts on your landing page won’t convert.
You have to sell it!
4) You Need Traffic
Let’s say you make the perfect landing page, complete with a can’t-say-no offer, brilliant copy, and ideal design. Let’s say this landing page is so good, your conversion rate is 100%!
Now let’s say your traffic level is one visitor per week.
That example is unrealistic on all counts, but it illustrates the point. Your high-converting page stills needs traffic to convert.
A few possible traffic sources include:
- Inbound traffic via a blog
- Pay per click advertising
- Affiliate marketing
- Organic search traffic
- Word of mouth
- Social media driven traffic
- Webinars, videos, and other media
Different sources might yield varying qualities of traffic. You might find that organic search traffic converts much lower than PPC. Perhaps the keywords you rank for aren’t entered by potential buyers. The quality of your traffic is just as important as the quantity.
It’s not rocket science, but it’s important to realize that buying a ready-to-convert landing page isn’t going to automatically start landing you sales.
You’ll have to find ways to bring in the traffic yourself.
I think one-click landing pages are a great option for owners wanting to see digital results without becoming marketing experts. That said, it’s important to realize these ready-to-go pages aren’t truly ready.
Spend the necessary time to get that last 10% of your design correct. Come up with a quality offer and invest in a good copywriter. Finally, be sure to test out a number of different traffic acquisition strategies. You never know what will work for you.
Read other Crazy Egg articles by Jacob McMillen.