Make It Happen Monday Episode 64 – The 5 Components of a High Converting Landing Page

by | Apr 3, 2017

Welcome to Episode 64 of Make it Happen Monday!

So how many times have you heard the words, just build an email list!

You’ve then merrily created what you believe is the ‘Momma’ of all landing pages only to put it out there to a resounding whistling in the trees!

Or perhaps you’ve had a semblance of success converting maybe 10% or 20% of visitors into leads.

Well that’s not what we’re after is it!

If we’re going to put in all this hard work we want to ensure that a significant number of the people who visit our landing, squeeze or opt-in pages (call it what you will), actually take action and leave us their name & email address right?

In this week’s Make It Happen Monday, I’m sharing with you the 5 key components to creating a landing page that will convert at least 50% of your traffic into email subscribers!

[Tweet “The 5 Components of a High Converting Landing Page. Check out this weeks episode of Make it Happen Monday #MIHM”]

Watch Episode 64 Here

Read Episode 64 Here

Hello & welcome back to the white board!

Today we’re talking about landing pages, and how to create one that will convert as many of your visitors to leads as possible.

Call landing pages what you will, squeeze pages, opt-in pages, landing pages, they’re all variants of the same thing, which is the page a visitor will ‘land’ on ready to take some form of action on your site.

In this case we want them to sign up and access our lead magnet which we talked about in Episode 62!

What’s a Good Conversion Rate For a Landing Page?

As we generate traffic to our landing page, we want to make sure that we’re turning a high percentage of this traffic into email subscribers.

Otherwise, it could get very costly, very time consuming and very soul sucking!

When I started online, I was very happy if I got 30% conversion on a landing page.

As the industry has grown, and we now have great landing page designs from wonderful ‘tech’ people who create platforms that make landing page creation easy, this conversion rate has dramatically increased.

Most landing pages now convert at around 50-60%, and the highest I ever had was around 75%!

Nowadays, I’m not happy unless I am getting 50%+ conversion rates. That’s a good ballpark figure for you there!

How Do I Get a 50%+ Conversion Rate?

There’s 3 key aspects to getting a 50%+ conversion rate or more on a landing page; no distraction, targeting the right market , and adding 5 key components.

  • No distractions – If you are putting a landing page on your website, you want to make it a standalone page. Don’t have your blog headers, side widgets etc around your landing page. There should be only one choice to make on your landing page; leave the page or opt- in.
  • Target the right market – Sometimes you could have the best landing page in the world, but you are simply targeting the wrong market with your messages. We talked previously about why you must define your target customer, and how to find your target market online in previous Make It Happen Monday episodes. If you follow the advice there, you will not have the problem of targeting the wrong market.
  • Make sure your landing page has the 5 key components to high conversion – Read on below to find out what they are!

The 5 Components of a High Converting Landing Page:

1). Specific headline

This is critical! All the time, I see people using really vague headlines which don’t tell me exactly what I am going to get.

Look at your lead magnet and think about what problem it solves and get specific for example;

  • 25 blog headlines that will increase your readership Today
  • 10 ways to do SEO in 5 minutes day
  • Lose 10 pounds in 7 days

Your landing page headline needs to be specific so someone can look at it and think, ‘This is exactly what I am going to get today’. Specificity sells!

Also, test different headlines to see what works in your niche (and what doesn’t!)

2). Image / video showing a visitor what they will get

An image tells a thousand words! And, in my tests, I’ve found images outperform videos almost every time. I think it’s because you really only have a short period of time to grab someone’s attention when they come to your landing page.

With a video, you are taking up time asking them to watch it before they’ve even opted in, or shown any interest.

BUT, it is worth testing and measuring in your own industry. I have heard that, in some niches, video outperforms images. For me personally, however, I use images.

Make sure your image / video is specific, and shows someone what they will get from opting in.

3). Add benefit-driven bullet points

Your landing page bullet points need to be benefit driven, NOT feature driven.

Drive home the benefits someone will get from receiving your free gift for example;

‘Diet book with 25 recipes’ could become ’25 recipes that will help you shed 10 pounds in a week.’
’10 expert SEO tactics’ could become ’10 SEO techniques that will generate over a thousand new visitors to your blog every day’

See the difference?

4). Opt-in button

I’m a real advocate of playing with the wording on this button. You don’t have to stick to ‘Submit’ or ‘Opt in’. I like injecting a little personality. ‘Yes I want in! Give me my free gift.’ Or, ‘Yes Jo, can’t wait to download my free Ebook!’

Feel free to play with the text on your opt in button and, as before, test and measure to see which one gets you higher opt ins.

Also, make sure it is as near to the top of the page as possible so it’s instantly seen when someone lands on your landing page.

And lastly, add a ‘spam notice’ message under the opt in button, e.g., ‘We will not share or sell your email address.’

It’s important to reassure people that they won’t regret giving you their email address.

5). Add ‘social proof’

In an ideal world, it would be great to add testimonials at the bottom of your landing page from people who have already downloaded / opted in. Social proof is huge in this day and age!

Think about the different products you buy and the things you try, based on recommendations, reviews and referrals. Testimonials are becoming more and more important and they’re relatively easy to gather.

Just ask two or three friends to have a look at your lead magnet and get them to write you a little testimonial.

Whatever you do though don’t let this stop you from putting up your landing page. It’s something you can do as you go, in the meantime just finish the landing page after the opt-in button.

Your Challenge!

Your challenge this week, should you choose to accept it, is…..

Create your landing page / Update your landing page (if you already have one):

1). Choose your landing page builder software

I love using Leadpages, but it’s up to you which software you want to use. Choose from ClickFunnels, Instabuilder, Thrive Themes, or any other software you like!

2). Add the 5 components to a high converting landing page to your page

If you already have a landing page, review it to see if you have the 5 key elements as above. If not, add the missing components. If you don’t have a landing page at all, create your first one using the 5 key components above.

3). Watch my step by step video to set up your opt in funnel

Here’s a video showing you how I set up a basic opt in funnel – this will help you with any technical questions you may have.

4). Test and measure the different components, one at a time

This is the key to success!

Test different aspects out, one after the other.

Do you get higher conversions with images (like I do) or does video work better in your niche?
How does changing the text for the opt in button change things?
What about different headlines?

Testing and tweaking is the only way you’ll discover what your maximum conversion rate is!


InfoGraph Ep_64

What Else Can I Do?

See the comments below? If you already have your landing page up, come and share it! I’d love to see it. Perhaps I could give you some suggestions or some help with it?

Also please share with your friends if you think this Make It Happen Monday episode has been useful and of course have an amazing week, live life on purpose and Make It Happen.

Thanks for watching.

Jo 🙂