- In this video, you're going to learn
how to create a landing page that converts.
I'm literally going to walk you through each
of the elements on a landing page that you must have
and I'm going to show you how to optimize every single one
of those elements to get the best conversion rates possible.
So why is this so important?
Well, if you're running Facebook and Instagram ads,
and you're not actively working to improve
your landing page conversion rates
then I can guarantee your campaigns
aren't performing as well as they could be.
Just to show you how much
of a difference, this can actually make.
If you've got a landing page
and it's converting at let's say 20%,
meaning for every five people you send to your landing page,
one of them converts into a lead.
So that means if you're spending $1 per click
you need to spend $5 in order to get one lead.
Now, if we go and improve the conversion rate
on that landing page and bring it up to 40%,
which yes very possible to do,
then suddenly you're getting one lead
for every two and a half clicks.
Meaning your lead cost drops to $2.50.
So you've effectively cut your cost per lead
in half without touching your ads.
It sounds pretty good, right?
So let's take a look at exactly how you do it.
Before we do, if you enjoy this video all I ask
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All right, so first things first
let's talk about the different elements on a landing page.
There are six main elements that you want
on any landing page.
The first one is the headline.
Then you've got the subheadline.
You've got your image or video also known as the creative.
You've got a call to action, and we generally
have some social proof or testimonials as well.
Before we start talking about how to optimize each of those
there's a concept that you really need to understand
and that is above the fold and below the fold.
So these are terms that are used on landing pages
to describe where things sit.
Basically, if something is above the fold,
it means that the user sees it
before they have to scroll down.
So that applies to both desktop and mobile.
So if somebody sees something on the page
as soon as it loads
and they don't have to scroll down to see it
that means it's above the fold.
If something is below the fold,
it means that the user has to scroll down
or swipe down if they're on a mobile device
in order to see it.
Now, the term above the fold actually comes
from back when people bought newspapers.
So the newspapers would be folded in half
and stacked on the shelf at the newsagent.
So things that were above the fold
were anything that you could see
once the newspapers were folded and stacked.
And so that term has just carried across to the internet
and landing pages.
See you came for the landing pages design tips,
but you'll stay for the useless, random trivia facts
that come as a bonus.
So let's focus on the above-the-fold content first
because this is the most important piece
of your landing page.
There are a lot of people with short attention spans
and they're not even going to bother scrolling down.
So there are a few elements that have to be above the fold
in order for your landing page to really convert well.
Those elements of the headline, sub-headline, creative,
and your call to action.
And again, you really wanna check this on mobile.
If you're running Facebook and Instagram ads,
most of your traffic is going to be coming
from a mobile device.
So I can't stress enough how important
this concept is on mobile.
And when you're designing,
when you're working on your landing pages,
I do it mobile-first and I recommend you do the same, okay.
Focus on that mobile design, get it looking nice
and then go to the desktop
and make sure it looks great as well.
But what so many people do is they design
this beautiful landing page on desktop,
mobile becomes an afterthought,
but then they run their ads and they don't convert well
because the mobile version doesn't look great.
So make sure you don't end up making that mistake.
Now let's talk about optimizing your headline.
This is going to be the first thing people see
when they hit that landing page.
So it is the most important element on the page.
What you don't want
is some giant logo or some other random thing
being the first thing that people see
when they hit that page.
They need to be focused, their eyes need to go straight
to your headline.
And the main goal of your headline
is to make sure that the reader knows exactly
what you're product or service does
or what it's going to give them immediately.
If it's not crystal clear, meaning if the benefit
of whatever it is you're offering isn't crystal clear
then you should rethink your headline.
Here are two formulas that I like to
use to create a really good headline for my landing pages.
Number one is the big promise.
This is simply a big bold statement
that tells the reader exactly
what you're going to give them or do for them.
It's all about the result.
It's not about the method, not the how
and it's not about you, it's simply about,
"Hey, this is going to give you X,"
or, "Hey, you're going to get this."
Take a look at this example, the headline says,
people will ask you,
how do you get it all done, question mark.
And how do you get it all done is the bit in focus there.
After reading that I have no idea what this page
is actually offering.
What's this company going to do for me?
Why would I give them my name
or email address or sign up for this service?
However, if we flip this
and we use the big promise type headline
and we change it to something like,
how CEOs and professionals double your productivity,
meaning double your productivity is the big headline
that's in focus there.
It instantly makes it easy to understand
what's being offered or promised when you hit this page,
it's about doubling your productivity, right?
If that is something that the viewer is interested in
then they're instantly hooked.
And that's the job of the headline.
The second headline formula that I like to use
is a benefit without pain or gain without pain
'cause that sounds so much cooler, right?
Yeah, anyway, let's keep going.
So with this type of headline, we're going to talk about
what they're going to get or gain from your offer.
Are we going to couple it with something
that handles a common objection, meaning a common reason
why people wouldn't sign up for this thing.
So ask yourself, what do people get from this?
What are they going to gain?
And what are the reasons that people would normally have
for not signing up or not giving me their name
and email address or not purchasing my product?
What's that big objection,
the most common one that I see.
Then you just smoosh them together.
Take a look at this example
it simply says 400 plus pages of campaign examples.
When I first read that
I have no idea what this is talking about.
And frankly, four hundred-plus pages
just sounds overwhelming.
I'm not really enticed to read 400 pages today.
But if we flip it and we apply
this game without pain type headline,
I'm rolling with that by the way,
then we get something like
plug and play email marketing templates for more sales
without spending more on ads.
That's assuming the objection is,
well, you know whenever we try to scale
and get more sales we need to spend more money on ads
then that kind of eats into our margins.
So if that was the objection
then that headline would be a really good one.
And then as a little bonus
another method that I like to use is the three why's.
Now I didn't come up with this method,
I've heard it somewhere else before
but it's simply asking the question why three times
in order to dig down and find out what it is
that the potential customer really wants.
So if you look at this example, it says
are you the most visible music school in your area?
If we apply the three why's, the first question would be
why do you wanna be more visible?
And the answer could be,
"Well, so more people find my business."
Great and the second why is
why do you want more people to find your business?
And the answer might be, "Well because everybody is going
to my main competitor because she's easy to find."
Well, if we ask why for the third time
we say, "Well why is she easier to find?"
The answer could be, "Well because when people type
into Google music school in my local area,
she's the one that comes up first."
All right, so now by asking those three why's
we've got something really juicy
and we can turn it into a headline like,
how to be the top-ranking music school in Google,
in your area or how to rank number one for music school
in your local area.
It's very specific
but it gets down to what that person really wants.
And that's the type of headline that you wanna create.
All right, the next element on the page
that we're going to talk about is the subheader.
And the goal of the subheader is to double down
on the big promise in your headline
and tell them how you're going to do it
or explain a bit more about what it is that you're offering.
So if you look at this example
we've got thousands of top CEOs
and professionals use the blah, blah, blah, blah, blah.
So let's take a look at this example
where we had the previous headline
and the previous subheader.
Now we've got the new headline
and we could change that subheader
to say something like this.
The world's leading calendar, tab management,
and focus tools that save top professionals hours each day.
So now our new headline is the big promise
and our new sub-header digs into how are we going to do it.
It tells them that, ah, this is actually a set of tools
that you can use to achieve that promise.
So they know what they're going to get in the header
and now they know how you're going to deliver it to them
in the subheader.
So when somebody hits your landing page
simply by reading your header and your sub-headline
they know exactly what it is you're going to do for them
and how you're going to do it.
Which leads me to the next element
and that is your creatives.
So that's the image or the video that you have on the page.
Now, if you're using an image,
which is what I use most of the time for lead generation,
and opt-ins, then what I wanna do
is create something that allows them to visualize themselves
in that end state, meaning themselves after they've got
whatever it is you're offering, or evoke an emotion.
So if there's a particular feeling that you want to create
with your landing page,
then that is where the image comes in
and really helps you do that.
If you have a product and you really wanna show off
what that product does and how it works,
let's say it's a SAS product or something else
then that's where a video can really come in handy here.
And you wanna use a video to actually show them
and demonstrate your product in action.
To demonstrate how powerful these visuals can be
there's a really good story
in "Pre-Suasion" by Robert Cialdini,
great book if you haven't checked that one out,
highly recommend you do.
One of the stories that he shared
was a study that was done by a furniture company.
And what they did was they took half their traffic
and sent it to a landing page
that had an image of clouds in the background
and the same furniture site
sent the other half of their traffic
to a landing page that had coins
and money in the background.
Now, after sending people to that page
they ask them what was most important to them
when buying furniture?
The people who went to the page with clouds
in the background said that the most important thing
for them was comfort.
Now, on the other hand, the people who went to the page
that had coins and money in the background, they said
that the most important thing to them
when buying furniture was price.
Now the only difference there was they were sent
to a landing page with a different visual in the background.
So what is it that you can seed with the image
on your landing pages that will pre-frame these people
to take the action that you want
or to be in the mindset that you want them to be in?
So have a think about that when you're creating the visual
on your landing page,
and instead of just going with a stock image of a person
or whatever it is, you know
that you might find on a stock website,
think about what emotion do I want them to feel here?
How do I want them to be pre-framed
before they sign up for my freebie
or opt-in for my software or service
or book a call with me?
Make sure you're conscious of that
when you're creating an image for your landing page.
For example, if you're in the biz-ops space
and you're offering, you know
to help someone grow their business,
well then you wanna show a picture of something
that exhumes wealth and success.
If you're, let's say in a parenting niche,
and you're talking about how to become a happier,
more relaxed parent, then you wanna show something
that depicts a happy relaxed parent.
Likewise, if you were doing something like
talking about how to become a better golfer
then you wanna maybe show something where the golf ball
is about to drop into the hole.
You know, you're putting them in that position
where they can visualize the end result
of what they're looking for,
after they go through your product, program, service
or whatever it may be.
Right, moving on to the next element
that sits above the fold on every landing page
and that is the call to action.
So in most landing pages,
the call to action is going to be a button
that you want them to click.
Whether it's to opt-in or to sign up for a free trial
or book a call or purchase something,
they usually click a button and then they go from there.
So the thing you can do to really improve
your call to action is change it from something
that is just boring and generic.
Most people go with something super original
on their buttons, like sign up now
or send it to me, or get instant access.
Now, as great as those are you can actually improve the text
on your call to action
to help boost your conversion rates.
Instead, focus on what the reader is actually getting
when you're writing that text for the call to action button.
So, you could use something like,
make me more productive, or send me the templates.
Focus on what is it that they actually want,
what are we giving them?
Think about what is it that they're actually getting?
Or what is it that they actually want
or what's the end result
and how can we squeeze that into our call to action button?
All right, so before we move on to the next thing
I just want to reiterate
that those four elements that I went through
should always sit above the fold
on desktop and mobile, okay.
No matter what you need to have those four elements
sitting above the fold on desktop
and mobile for your landing pages,
so make sure you do that.
Now, next up we're going to cover trust indicators.
Now trust indicators on desktop will normally be
above the fold, on mobile they can be either-or.
If you've got the room on mobile to fit them above the fold
then go ahead and do it, but if you don't have the room
it's perfectly fine to put these below the fold.
Trust indicators are simply images on your site
that improve the level of trust a first-time viewer
or user has when they visit your website.
They're things that let them know that this is real,
it's legit, it's something they can actually trust.
Trust indicators usually come in the form of reviews
and ratings or things that associate you
with well-known people or organizations
that others already trust
or that your ideal audience already trusts
or mentions in media,
so putting logos from different media outlets
that you've been mentioned in.
And again, you're leveraging the trust
that people already have with those media outlets
and what you're doing there is you're leveraging that trust
that people already have with the media outlets
or the people or the organizations
so that, that trust transfers in part to you.
Here's an example now
where you can see the different organizations
that use this particular service.
And now you can see another example where Susie
has shown different media outlets
that she's been featured in.
All right, next up, we're talking social proof
and testimonials.
But if you've got this far
and you haven't clicked the like button,
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It makes a huge difference to the channel
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All right now social proof and testimonials,
they go below the fold.
And these are simply testimonials
from your past customers, clients
and people who've used your product or service.
They help reinforce the benefits
of what it is you're offering,
but what they also do is they help people
overcome objections as well.
So all of those the different objections that people have
that stop them from signing up for your free thing
or for your service, or your product.
You wanna try it find testimonials that are demonstrations
of people who've overcome those same objections.
So show people who've had that objection,
they experienced it, but they overcame it
and they got the result that we're looking for
with your product.
The other thing you wanna do with your testimonials
is try to make them relatable.
If you have some that are just really crazy good
but don't represent what most people view
as actually achievable or realistic
then it's often better to actually not include those
and go for testimonials that are more relatable
and more believable.
And the other thing is you just wanna make sure
that they demonstrate the end result
that your ideal client or customer
or person looking at this page actually wants to achieve.
So the testimonials should just show people
achieving whatever it is you're promising,
which is I'm guessing what most of your testimonials
are going to do.
Okay, so that's your social proof and testimonials.
I've got a couple of bonus tips for you now as well.
The first one is to include a call to action again
towards the bottom of your page.
So you might have a button at the very top of your page,
above the fold and you should,
but if somebody's scrolling all the way to the bottom
and reading everything on your page
include another call to action button right at the bottom
because that saves them from scrolling back to the top
and having go searching to find that call to action button.
The idea here is you wanna remove friction
wherever you can.
Next up, make sure your page is lightning fast,
okay, on both desktop and mobile.
I'm not gonna cover tips on how to do that in this video.
There's plenty of that sort of stuff on YouTube
but you wanna make sure your page is really really fast
because otherwise, people are going to hit it
and it takes a long time to load they're going to drop off.
And also if you're running Facebook ads,
make sure you've got a link to your privacy policy
in the footer, your terms, and conditions
and also make sure you've got your logo down there
in the footer that links back to your homepage as well
because that is something that Facebook love to see as well
is a link back to your actual real homepage
from your landing pages.
All right, that's it for this video.
If you haven't done it already,
make sure you tap that like button
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Thanks again for watching.
Hope to see you again, bye.
(gentle music)