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Whether or not a landing page will have a direct impact on the conversion rate.
There are several factors that determine whether your sales through landing page will succeed or fail. Here's what matters most:
Copywriting.
There are still other factors like design, page loading time, and so on.
But no matter how elegant your landing page design is, if your writing technique is not right ... then there will be no conversion.
Not the other way around,
If you have applied copywriting principles to create the right words and sentences, even simple designs will succeed in selling.
Serious…
In this guide you will learn the essence of copywriting in a landing page.
After that, you will be able to create landing pages that are able to convince their readers and get them to take action.
... Before we go on
There are 3 things I want to say first.
First, to refresh your memory ... or to those of you who read this article directly without going through the previous chapters.

    
Copy: text used in sales or marketing (different from copy which means copy)
    
Copywriting: copy writing techniques
    
Conversion: when the reader takes the action you want
    
AIDA: Attention, Interest, Desire, Action. The formula for creating a good copy structure
Second, which is not addressed in this guide:

    
Design concept. Which is discussed only in terms of copywriting
    
Technical. I will assume you can create your own web page using HTML codes or with tools
If both are discussed then this guide will be very long ssaaaangat.
Third, it helps you to have seen examples of landing pages in various functions.
This is so that you are familiar with the components that will be explained. Thus the process of understanding will become easier.
You can find some examples of landing pages here:


Leadpages Marketplace
    
Unbounce landing page examples
Now let's go ...1. Specify ONE objective of the landing page
One .. no less .. no more.
Your Landing page should have 1 final destination, for example:

    
Purchase of product
    
Entering an email address
    
Sign up for an account
    
Sign up for a webinar
    
Contacting you via email and / or phone
    
Downloading
If you have more than 1 goal, then your copy will be messed up.
In addition, readers will also be confused so they can decide instead to do nothing at all.
After determining the objectives, then all components of the landing page that you will create lead to one such goal.
"So what's the solution if I have more than one goal?"
Create more than 1 landing page.
For example like this:
I sell products, when there is a buy then they have to confirm the purchase and transfer money via email / phone / sms.
In this case there are 2 goals.
The main purpose is the purchase, the second goal is to contact.
The solution, in the main landing page of your goal is to make them buy. For example by installing the purchase button.
When these buttons are pressed, they are redirected to a way of paying.
After payment is complete, then they are redirected to the booking confirmation page.
It will be much more effective than everything you pile up on a single page from purchase, how to pay, and how to confirm.2. The main component of an effective landing page
If you have seen the landing page often, consciously or unconsciously you will realize that there are many structural similarities.

    
Headline
    
Image / video
    
Subheadline
    
Agency / content / explanation
    
Social proof / testimonial
    
Call to action (CTA)
Each component has its own role.
To be able to create a landing page that has a high conversion, then you should get a value of 100 for all these components.
A great headline would be useless if it was crummy ... vice versa.
These are the components of an effective landing page.2.1 Headlines that capture attention
In the previous chapter we've talked a lot about Attention in AIDA. This is the role of the headline ... to catch attention.
The headline of your landing page should be:

    
Not boring
    
Immediately understandable
    
Not long-winded
    
Present the benefits
    
Feel personal
For points # 4 and # 5, if you have made a buyer persona from the previous 2 chapters it should not matter.
I would like to emphasize more points # 1, # 2, and # 3.
Do not make headlines that are too common to use. If you use a title that is similar to others then your product will be considered the same.
So try to be more creative in making titles.
But ... do not be too creative.
This is the most common error in the headline. Trying to be too creative so it's hard to understand.


2.2 Subheadline that clarify and strengthen the headline

The existence of a subheadline is not mandatory.

Because the headline should be able to attract attention in 8 seconds, it should be short, solid, and clear.

Once the attention is caught through the headline, the subheadline will explain further what benefits they will get.


Work Used to use a very short headline ... maybe even this headline can not be understood directly if before this I do not know what it is Work Earlier.

But fortunately they provide a more understandable explanation through its subheadline.

One more example:


The headline of Soltius promises a solution for our business.
But then his subheadline mentions a free demo of SAP Business One.
For people who discovered this page by accident, we have no idea what SAP Business One is and what it does with business solutions.
Finally subheadline precisely lead to confusion.Conformity between headline & subheadline with ads
I found the Soltius website through an ad they put on AdWords with the keyword "business opportunity" when I created this article.
After I investigate this Soltius sell software called SAP Business One which is useful to facilitate business management.
People who search by keyword "business opportunity" usually want to get business ideas ... right?
But what happens when they get into that page?
What is expected and what is not gained is appropriate.
This will make your conversion rate very low.2.3 Benefit or solution of the problem as the body of the landing page
Remember:
They are not buying because of its features ... they are not buying because of the price ... they are not buying your product ...
They buy hope,
... They buy a better life.
Therefore, the benefits and solutions of the problem is a very effective component as the landing page.
In AIDA, the landing page body has the role of Interest and Desire.
Please review the AIDA chapter to find out how to present the benefits in your copy.Long or short, which one is better?
There is a long landing page:


Which one is better?
Is the body long will be more reliable? Is the shorter conversion higher because visitors are not tired of reading?
Not necessarily…
This is the consideration:

    
If they spend money, usually the length is better because we can convince them
    
If without spending money or credit cards, do not need long
    
If they already know exactly what they will get, short. For example clothes.
    
If they do not know what they will get, you need to explain in detail. For example software or online courses
So adjust to your needs.
Long or short, the landing page you create still follows the AIDA formula.
The longer, meaning you have to make the copy more interesting. Because the risk of "bored in the middle of the road" is getting bigger.2.4 Social proof / testimonials capable of influencing decisions
In the six principles of persuasion made by Dr. Robert Cialdini, social proof is one element that can influence decision making.
... if done correctly.
What often happens is that the testimonials we put up is doubtful.
As a result they become suspicious of you ... allegedly a fraud.
There are several forms of social proof:

    
Number of users
    
List of users who are "named"
    
Comments from famous people
    
Comments from some satisfied users
# 4 is most often displayed.
Because it's easy ... and because you can make your own or ask with your friends, right? Watch Out. Some readers can immediately realize that the testimonials you provide are fake.
Do you think this testimonial is good:

    
Extraordinary! This book contains useful new information. I have read this book 3 times and have been amazed by its content.
Not at all…
It's full of praise. But there are many disadvantages:

    
Looks fake
    
It is not clear what topics are being discussed (only "books")
    
Does not explain what benefits they get
    
Not telling the results they get
It's useless. The testimonial will not increase your landing page conversion. Instead they will be suspicious for the # 1 reason.
How about this:


I do not know this is genuine or not ... though original but such testimonials will not help the sale.

Testimonials are not just success stories.
2.5 Call to action (CTA) is prominent and not creepy

CTA is creepy ...

A "buy" or "pay" button alone can make the reader think 7 around.

But at the same time, the CTA should stand out.

Without needing to be informed, you must have understood where they are asking us to click:


Still remember I said that in 1 landing page there can only be 1 goal? So make sure in your landing page there is only 1 CTA.
But it can be repeated.
So in 1 page you can have more than 1 CTA but the function must be same.CTA placement
There are 2 most common placements:

    
Above the fold
    
At the bottom (as per AIDA)
The term "above the fold" means the part that is immediately visible on the screen when a new landing page is opened without scrolling down.
For short landing pages, the above the fold location is usually the best.
As for the long landing page, the bottom location is the ideal place. But to be safe you can put in both locations.
However, these two locations are not necessarily optimal.
It all depends on the structure and copy you have created. Therefore we should do the testing.Writing CTA to eliminate fear
Do not just use these words only in CTA:

    
List
    
Download
    
Submit
    
Click here
    
Buy
Too ambiguous ... and creepy.
Add or replace to other words that are more friendly.
A good CTA explains what happened or what they will get after continuing.


As an example from CrazyEgg above. Visitors so know what to get after pressing the button.

For landing page registration, you can play the words in CTA. So make it fit your creativity rather than just using a "list".

Answer the following questions to create your registration CTA text:

     What benefits do they get after continuing?
     Where are they taken? (Should fit the headline)
     Is it free? (Show if it's free)
     What will they do next?

What about sales?

If in the next step visitors are taken directly to the payment page, then your CTA should "Buy [product name]"

To reduce fear, the solution gives:

     Money back guarantee
     Free trial period
     Price discount
     Choice of price pack (if any)

Like this:


3. Test to get the best results

In copywriting and landing pages, we do not know the "secret weapon" that is powerful for all conditions.

No templates can always provide the highest conversions.

We can learn the concept, but in its application because the offer of each person is different then all you can do is apply the concept to copy your own creation.

And the results will never be the same.

That's why we ourselves have to do the testing.

This test is named A / B test or sometimes called split test.

That is, in the same period we show 2 or more different copy (or design) variations.

So for example there are 1000 visitors .. 500 people see the variation A, and 500 others see the variation B.

Example:


These two pages are exactly the same ... different from the title.

It turns out after an A / B test, which on the right gets a conversion rate of 307.77% larger than the left.

This is very common in copywriting.
How?

If you use services such as Unbounce or LeadPages to create landing pages, they already have the default A / B test feature.

Otherwise you can use the free Optimizely service within certain limits.

Or use Google Analytics if you want absolutely free. Read the tutorial.




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