Hey everyone!
Jason here, digital marketing consultant.
And in this landing page conversion guide, you're going to learn how to get 25, 35 upwards
of 40% plus conversion rates, on your landing pages.
So if you just created your landing page or you're starting from scratch, this simple
four step design checklist will make sure your pages are ready to convert.
So timestamps below, along with the link to MailerLite our preferred landing page and
autoresponder software.
So let's go ahead, jump right in, the very first step on our checklist is going to be
our attention check.
We want to make sure, that our landing page is ready and able to grab our ideal customer's
attention.
And of course, to do this, we need to make sure that we have three key elements above
the fold.
Now “All above the fold” means, is the screen that shows up before someone has to
scroll down.
Of course, this came from newspapers.
So, you know, nobody really reads them anymore, but advertisers used to want to have all of
their headlines in ads, above the fold of the paper, before someone had to fold it down
to see the rest of the page.
So instead of just saying scroll down or something, we're gonna keep saying above the fold.
So the three things you need, way too much time on that, above the fold is gonna be a
clear headline, your call to action.
And of course, some sort of image of your offer.
And this all needs to take place before someone scrolls down.
So your headline, all it needs to do is, answer the question of what is this and it is for
me.
Your graphic simply gives some sort of tangibleness to whatever you're offering, on your landing
page.
And of course, the call to action is the button or action you want someone to actually take.
So to help with designing your own landing pages and getting some inspiration, and of
course not copying just inspiration.
Here are a bunch of examples.
So the first one we have is from mindvalley, and we can clearly see all three of these
elements before someone has to scroll down the page.
So you can see this is a very long landing page, but all three of these elements are
present up top.
We have a headline, that clearly communicates what is being offered, instead of some sort
of graphic of the webinar, we just have a picture of the person who is being interviewed
for the webinar.
And then we have a clear call to action.
Something you want to take note of, with these landing pages is the call to action button
is going to be a different color.
And you want it to be a different color, because you want it to stand out.
We'll get to more on how to properly do calls to action, when we get to checklist item number
two, which is going to be your friction check.
So the next example we have here is from digital marketer and you can see it follows almost
the exact same format.
Here we have an actual graphic, of what is being offered and you'll see that the call
to action button is a different color.
Doesn’t stand out as much, but it is a different color.
And we'll get to how many form fields you should have, in our friction check.
Now, this next example is from one of our landing pages.
We have a clear headline, a graphic of what's being offered, and then we have our call to
action.
Now, a way to improve this page is you'll see the call to action button is actually
the same color as the headline.
So it doesn't stand out very much, stands out a little bit because it's not black text
like everything else, but a way to instantly improve design of this page would be to make
it a brighter color, that's different from the headline text.
Now this next one we have is from consulting.com and it's going to be our simplest landing
page yet.
Because it pretty much only has these three elements, a headline, a graphic and a call
to action.
And that's really all you need.
You can see get started is a nice blue color.
That's goes in contrast, to the rest of the page.
Now I do want to include another example from mindvalley here.
Because this particular one, breaks the rules a little bit.
So you see the headline says, the Japanese art of healing your money wounds.
Now I don't know about you, but I have no idea what money wounds are.
Maybe they're talking about a paper cut or something, but probably not, right?
So if your headline doesn't really communicate either the results, your ideal customer's
gonna get, or what is being offered, then you probably need a pre-headline or a sub-headline
to add some more explanation, which is what they've done on this page.
The sub headline gives a little more context as to what the heck money wounds are and why
anyone would care.
Because if we just had heal your money wounds, most people probably have no idea what money
wounds are and wouldn't actually enter their contact information on this page.
So the sub-headline brings a little more concreteness to what's being talked about.
So just keep that in mind, if your headline can't really stand on its own.
Now that does it for our attention check.
Now that we've grabbed their attention, we want to make sure that we remove all the friction
from actually taking the action that we want them to take.
So this is going to be where we're going to be looking at links, form fields and calls
to action.
Now, links are the easiest part of this step, just don't have any, right?
So you might see some landing pages that have links at the top.
They have a bunch of links at the bottom.
You don't want to do this.
We want it to be very clear, that the only action someone can take is clicking that button
to enter their contact information.
Now, speaking of contact information, this is another sticking point that you can really,
really see your conversion rates just plummet.
And that is by asking too much information.
So you want to think about what is the minimum amount of information I need, from people
hitting my landing page, in order for me to continue the sales conversation.
And so, this might just be a name and an email, it might just be an email, or you might want
additional information.
So I'm gonna start off with a situation, where you would want additional information and
then how simple you can go.
So going back to our digital marketer example here, you can see, they asked for the name,
they asked for the last name and they asked for the email and then they even asked for
the company name and you have to check a box to agree to their terms of service.
Now for 9.9 out of 10 business owners and marketers, this is going to be absolute overkill.
My assumption here, obviously, I don't work for digital marketer, so I can't speak for
them.
But my assumption here is, they're looking for a higher quality lead.
Obviously less people are going to be inclined to include or fill out this, all of this information,
right?
And so when you see landing pages like this, the only time you want to emulate something
where you're asking for this amount of information and adding extra to the conversion process,
is if you get too many unqualified people.
So this is where you want to make sure, that you know what, you've been running traffic
for a little while, and you're just getting everybody under the sun and you need to push
some people away.
And this is a great way to start pushing people away, who might not be a good fit, but I don't
recommend starting here.
In fact, where I recommend starting is, what consulting.com is doing, where you can see
simply they just asked for the email.
That's literally all you need, to continue your sales conversation and can sales process.
So don't ask for more information than you need.
Let's eliminate that friction and make it really easy for people to continue through
our sales process.
And our final check here with our friction, is going to be looking at our calls to action.
We want to make sure that all of our calls to action are consistent, right?
So if someone goes to the top of our landing page and they don't take the action that we
want, we want to make sure that we have additional calls to action throughout the page.
But those calls to action need to mirror as closely as possible to the first call to action.
So we'll go back to our money wounds or money healing landing page here.
And you'll see again at the top, we have our headline, we have our image and then we have
our call to action.
And if we scroll all the way down to the bottom of the page, you'll see we follow the same
format over again.
We don't need to reinvent the wheel here, headline graphic, call to action and you'll
actually see, that the call to action form looks exactly the same as the one up top.
So this isn't a place where you want to try different designs or try something new.
Make it consistent your calls to action.
Of course, you'll see the headline is a little different and maybe they change the image.
But after that, you want it to be pretty much exactly the same.
And going back to our digital marketer example, we have our three attention elements up top,
and then they use two of those attention elements at the bottom.
And you can see, again, the form looks identical to the one up top.
Consistency is really important, to reducing friction when it comes to your calls to action.
So, okay.
We've gotten a lot of things done with your landing page design.
We've made sure we've grabbed their attention.
We've made sure we made it as easy as possible for someone to take that call to action, to
go the next step in whatever your sales process is.
Now it's time to make sure that they actually get to the page in the first place.
And this is going to be the bounce checks.
So according to a study by Google upwards of 30% of website visitors, will bounce or
immediately leave, if a page takes up to three seconds to load.
So between one seconds and three seconds, you can lose up to 30% of your visitors.
That is people who click the link to come to your page and it takes up to three seconds
to load.
30% of them are already gone.
Now between the three second mark and the five second mark, you can lose 90% of people.
So definitely want to make sure, that our page is loading fast.
So we need it to load fast.
We need to compress our images and of course we needed to work on mobile.
So there are two free sites you can use for testing your landing page speed.
You can go to Google page insights, speed insights tool, and then you can also go Pingdom’s
speed test tool.
Both of them will run through your landing page.
And they'll give you insights, on what is slowing down your page.
Now nine times out of 10, what's slowing down your page the most, is going to be images.
And so the second check you need to do here, in making sure that people don't bounce off
your page is compressing your images and making them as small as possible.
We don't need high quality images on a landing page.
We want the page to load nice and fast.
So you can use a site like resizeimage.net or any other free tool that you can find out
there.
In fact, both for Mac and windows, there are native applications that allow you to compress,
crop and resize images, and you want to turn them into JPEG.
So, you want them as small as possible, so that your page loads nice and fast.
And of course, you also want to do a mobile preview.
So all of the pages that we've been looking at so far, they actually look pretty decent
on mobile.
And depending upon your page builder, you'll be able to toggle between seeing what it looks
like on desktop and what it looks like a mobile.
So you just want to make sure that you modify that mobile version.
So it actually looks good.
Because a lot of your traffic is going to be coming from mobile.
So you do want to take that extra step, make sure your page design and your font sizes
and everything still looks good in a mobile setting.
Now the final check, number four, go and hit that like button, if you're still watching,
is going to be the legal check.
So let's get a disclaimer out of the way, as we go into disclaimers.
I'm not a lawyer.
I'm not giving you financial, I'm not giving you legal advice.
Oh my gosh, I'm not giving you legal or financial advice either.
I'm just sharing what I do, right?
So I'm just sharing what I've personally done on some of our sites and what I've recommended
for some of our clients, right?
And so this comes to the legal aspects of your site.
So it’s boring but we do need to talk about it.
So you need some sort of terms of, you probably--, I should say probably right?
I can't say definites here.
So you probably need some sort of terms of service or terms of use.
Then you probably might need some sort of disclaimer, and you're probably going to need
a privacy policy.
Depending upon where you're driving traffic from, you might need one or all three.
All of these are a good idea.
Now, of course I did not write them myself.
So you can go to a site like legaldisclaimer.com and you can actually purchase for less than
a couple of hundred bucks, all of these legal documents, that you have to put somewhere
on your site.
And most likely you're going to have to link them from your landing page.
So we talked about no external links.
Well, this is the one exception, because most advertising platforms like Facebook and Google,
Pinterest, Instagram, even though Instagram is technically Facebook as well, I digress.
They all require some form of links, to these documents on your site.
So definitely make sure you check the terms of service of, where you're advertising and
you have some sort of disclaimer links or disclaimer text, based upon whatever your
legal counsel recommends.
Now, of course, you can go read a bunch of blog posts and you can go check out what other
people are doing in your niche or industry, but what's most important is, you do not copy
other people's privacy policy, terms of service or earnings disclaimer.
That could arguably get you in more trouble, than not having it at all.
Because there are plenty of lawyers like, like getting paid.
And so if you copy those, those that's copyright infringement and you're most likely going
to have a law firm come after you because they crawl the sites, they crawl the web,
looking for people who do just that.
There's a lot of money to be made, by suing smaller websites for stealing privacy policies,
income disclaimers, and terms of service.
So definitely do not copy.
Make sure that you get your own, which is why a site like incomedisclaimertemplate.com,
can be very helpful.
So thank you so much for watching.
Sincerely hope you got some value out of this video, and most importantly, you feel a lot
more confident in getting your landing page ready to be a conversion machine.
Go and check out the link in the description to mailer light, which is the tool that we
like to use, along with some other helpful conversion guides, on terms of running your
split testing or building your landing page from scratch.
So go ahead and hit that like button, subscribe for more deep dive videos, just like this
one.
And until the next, keep building the business you love.