Great job! You’ve finally finished development of your killer new product. You’ve done your homework, your ducks are neatly lined in a row, and you’re ready to rule the world with your wonderful widget. Your web design is aces, the traffic nearly guaranteed, and your copy is so clean it practically sparkles. Now how can you make certain those who land on your page aren’t clicking away without reaching for their wallets?
The key is in conversion.
When a visitor first arrives at your site, you must be mindful of what you want them to do. Whether it’s signing up for your opt-in newsletter, or purchasing your product right from the get go, the full fruit of your endeavor will never be felt until the site is successful in every cylinder. Visitors don’t make a niche website successful, conversions do.
There are plenty of tools to help you climb to the top of Google. Attracting traffic is only part of the target. Conversion is where you’ll find your site’s true magic beans. The only thing that’s going to render it to reality however, is having the best landing page possible.
A landing page is the first thing you want your visitors see when arriving at your site. It must not only instantly convince your visitors to stay, it must drive them directly to action. If your landing page isn’t great, you are simply not going to convert. If it isn’t good, your visitors will barely be around long enough to register the visit.
The next time your sitting down to write a landing page, keep these four tips in mind to ensure it’s the best it can possibly be.
1) Install an exit pop-up into your page. When visitors are about to leave, they’ll see a pop up inviting them to stick around and receive an extra special discount. This tactic is best used when coupled with scarcity. Let the visitor know about your limited time offer. CAUTION: Scarcity works, but you should NEVER say anything that isn’t true. Credibility is exponentially more important than a sale.
2) Consider your opt-in IS your conversion, at least for now. Sure, you could make the sale straightaway, but perhaps that’s a bit short sighted. Perhaps it’s better to gather a name and address, steadily building a list of prospects for future conversion. A one time sale is nice, but by getting that visitor on your list, you might be making a long time customer.
3) Use an opt-in pop over. Feel comfortable with the knowledge ahead of time that though not everyone likes to buy, nearly everyone likes to get stuff so long as it’s free. Use an opt in pop over to provide your visitor with the option of receiving a free ebook in exchange for their email address. The sale is still your priority of course, but a visitor who leaves behind their email address is a lot better than a visitor who simply leaves.
4) The no pressure opt-in. Consider a landing page with absolutely nothing to sell. I know, I know, it’s the stuff of fairy tales and it probably leaves you wondering what the point could possibly be. It’s simple. If you have a well written landing page with nothing to sell, you should have little difficulty gathering opt-ins for whatever it is you’re offering. You might not be able to garner tens of thousands of sales, but a landing page built to gather leads might be a better paved road to riches after all.
The job of your landing page is to convert. What you are asking your visitor to convert to is entirely up to you. Just make sure you spend the time needed to make your landing page as bulletproof as possible.