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As an online marketer, you need to develop a system for short-term gains and long-term opportunities to provide for future sales and marketing. You can envision your landing page as a hub—like an airport. Your goal is to have traffic sent to a single hub and when people arrive, there can be a variety of new opportunities presented to them.
If your landing page is successful and gets the prospect to complete the offer, they can be rerouted to another page that presents them with yet another compelling value proposition. This new hub may be a list of affiliate offers, another product, or a newsletter opt-in form.
EXPLORATION OF THE 8 ESSENTIAL LANDING PAGE ELEMENTS
Let’s review the essential elements you will need for your landing page:
1. Value proposition / offer—in the form of a sales prompt or opt-in form
2. Conversion process—process prospect will go through in order to complete the purchase or subscription
3. Marketing copy—either short or long form using psychological triggers
4. Web page design—the design of your landing page (i.e.; website)
5. Product imagery—3d images of product or headshot of author or service provider
6. Transaction utilities—auto responder, shopping cart software
7. Elements to reduce anxiety—testimonials, satisfaction guarantee, third party credibility indicators
8. Analytics—data gathering script
1. Value Proposition / Offer
What will you be offering your prospects? A newsletter? A report? A training seminar? You will want to define clearly what you are offering. Complete the following statement. It will be your guiding statement as you move through this report.
I am offering a/an _____________________ on the topic of ________________________
in order to help ___________________with their problem of ________________________
Examples:
1. I am offering a report on the topic of creating and marketing landing pages in order to help marketers with their problem of achieving sales for their offering over the Internet.
2. I am offering an online software product on the topic of tracking advertising profits in order to help Internet marketers with their problem of making money with online advertising.
3. I am offering an employee training on the topic of leadership development in order to help organizations with their problem of managing talent development through the leadership pipeline.
NOTE: The goal of any landing page is to complete a successful transaction between you and your prospect.
2. Conversion Process
This is the process the prospect will go through in order to complete the buying process or subscription. Where are they coming from? When they get to your landing page, are they going to click “buy now” and go to a shopping cart? Are they going to click “subscribe now” and be taken to a form that requires them to enter their email and other personal information? Will you then require them to check their email in order to double opt-in by reconfirming their requested subscription? This means that you need to think holistically about your value proposition. Thinking holistically about your Value Proposition involves two key elements: continuity and congruence.* Continuity means that each step in the conversion process either states or supports the Value Proposition.** Congruence means that every element of your page either states or supports the Value Proposition (Design, Copy, Images, Colors, Logo, Price).*** Section 4 will provide more detail and concrete suggestions on how to enhance your conversion process.
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kris is currently an independent internet marketing consultant. in 2007, he worked with over one hundred clients to help them navigate their success on the internet through the design of their website, email marketing, internet products and services, and supporting print collateral.