Touchdown pages convert higher than every other kind of net web page on the market.
That’s why they’re an absolute necessity if you wish to maximize your income.
When you aren’t utilizing them in what you are promoting in the intervening time, then you’re nearly actually leaving cash on the desk. That you must repair this ASAP!
Wish to discover ways to create your first digital advertising touchdown web page?
Proceed studying…
What Is a Touchdown Web page?
A touchdown web page is an online web page designed with a single conversion purpose in thoughts.
The three hottest conversion targets are:
- Changing a possible buyer right into a lead.
- Changing a lead right into a paying buyer.
- Changing a paying buyer right into a repeat buyer.
In truth, a correctly designed Worth Ladder gross sales funnel ought to embody at the least one touchdown web page for every of those targets.
Observe that these days the time period “touchdown web page” is usually used to refer to guide magnet touchdown pages, whereas product touchdown pages are known as “gross sales pages”.
Each are touchdown pages, although, so on this article, we will likely be referring to each as such. It’s one thing to bear in mind when studying about advertising, although.
Why Do You Want a Touchdown Web page?
A touchdown web page is one of the simplest ways to influence somebody to take the motion that you really want them to take:
- Obtain your lead magnet.
- Register on your webinar.
- Guide a discovery name.
- Schedule a session.
- Purchase your product.
…and so forth.
There’s a gross sales precept:
“A confused thoughts at all times says no”.
Touchdown pages have the very best conversion fee of all sorts of net pages as a result of on a touchdown web page you ask the potential buyer to make a single “Sure or No” choice.
This minimizes the potential for confusion – there aren’t any hyperlinks to click on, no choices to match, and no unrelated content material to eat.
In different phrases:
There aren’t any distractions, simply your supply.
Are they ?
Sure or no?
What Can You Use Touchdown Pages For?
Touchdown pages are usually used to advertise lead magnets and promote services and products.
Lead Magnet Touchdown Pages
Lead magnet touchdown pages are touchdown pages designed to influence potential prospects to provide you their electronic mail addresses in trade on your lead magnet.
They’re often known as lead technology touchdown pages, as their goal is to transform potential prospects into leads.
When you’ve got a lead magnet however don’t have a touchdown web page for it, we suggest creating one in order that you might then drive visitors on to it.
It will nearly actually aid you generate extra leads.
Gross sales Pages
Gross sales pages are touchdown pages designed to influence potential prospects to purchase your services or products.
When you’ve got a services or products however don’t have a gross sales web page for it, we suggest creating one in order that you might ship leads on to it.
This follow is taken into account to be widespread sense within the information product business, so this recommendation may appear apparent to you if you happen to run a enterprise in that area.
Nonetheless, within the tech business firms usually use pricing pages as their gross sales pages, which is a horrible thought. Why?
As a result of a pricing web page isn’t a touchdown web page, so it’s not going to work in addition to a correct gross sales web page would!
Certain, it is advisable have a pricing web page, however you shouldn’t be utilizing it as a major option to convert website guests into paying prospects.
In the meantime, within the eCommerce business, just about everybody makes use of product pages as gross sales pages. However guess what?
Similar as with pricing pages – a typical product web page isn’t a touchdown web page, so it received’t convert in addition to a gross sales web page would!
Having common product pages would possibly make sense you probably have a big catalog.
However if you’re solely promoting a couple of gadgets, then you definately’d in all probability be higher off if you happen to created a gross sales web page for every product.
Touchdown Web page as a Homepage
Now this one is controversial.
The overwhelming majority of companies which have a web based presence are nonetheless utilizing conventional web sites.
However we consider that to be a horrible thought. Why?
As a result of web sites are useless. Gross sales funnels are the longer term.
Give it some thought:
When potential prospects arrive in your web site, they see the navigation bar with a bunch of hyperlinks, so they begin clicking round.
They take a look at this web page. They take a look at that web page. Perhaps they learn a couple of articles in your weblog. After which they go away… Probably to by no means come again once more.
How does any of this aid you develop what you are promoting?
It doesn’t!
In the meantime, a gross sales funnel is by definition designed to information the potential buyer in direction of the sale, one step at a time.
And a gross sales funnel is only a collection of touchdown pages that you just drive visitors to. So why not exchange your conventional web site with a lead magnet touchdown web page?
Say, our homepage is a touchdown web page that’s designed to transform potential prospects into leads by persuading them to enroll in our free 14-day trial.
It’s not a conventional touchdown web page as a result of it has varied hyperlinks, however regardless of which hyperlinks you click on, you’re going to find yourself on the identical place: our free trial.
By the way in which, our annual income is $100M+, so this unconventional method has labored out fairly properly if we might say so ourselves.
All that being mentioned, we perceive that the thought of ditching your conventional web site altogether may appear drastic, so we need to encourage you to arrange a easy experiment:
Direct half of your visitors to your web site and the opposite half to your lead magnet touchdown web page. See which method works higher.
Based on our information, on common, gross sales funnels generate 6x extra gross sales than conventional web sites. Simply saying 😉
How Lengthy Ought to Your Touchdown Web page Be?
There are three sorts of touchdown pages:
Quick Touchdown Pages
Quick touchdown pages are often known as squeeze pages.
They’re probably the most primary kind of touchdown web page and are only one display screen in size – you don’t have to scroll in any respect, you see the entire web page instantly.
All squeeze pages embody these three key components:
- A headline.
- An opt-in kind.
- A call-to-action button.
Nonetheless, usually in addition they embody extra components corresponding to subheadlines, a couple of sentences of copy, social proof, and so forth.
They’re used completely as lead magnet touchdown pages – they don’t work properly as gross sales pages.
Right here’s a easy, but high-converting squeeze web page that we’re utilizing for our “The Funnel Hacker’s Cookbook” lead magnet.
Medium-Size Touchdown Pages
Medium-length touchdown pages are a number of screens lengthy and embody extra of all the things:
- Extra copy.
- Extra social proof.
- Extra calls-to-action.
They may additionally embody a video and even a number of movies.
Touchdown pages of this size can work properly each as lead magnet touchdown pages and as gross sales pages.
In truth, we suggest utilizing medium-length touchdown pages for inexpensive services and products, as you don’t want a lot persuasion to persuade somebody to purchase a $7 e-book.
Observe that when individuals are speaking about gross sales pages particularly, what they name a “short-form gross sales web page” is identical factor as a medium-length touchdown web page.
Lengthy Touchdown Pages
Lengthy touchdown pages are those the place you scroll, and scroll, and scroll some extra, till lastly, you unravel the web page.
Typically, the costlier the supply, the longer its gross sales web page must be, which is why lengthy touchdown pages are solely used as long-form gross sales pages.
Right here at ClickFunnels, we generally use them for inexpensive merchandise as properly, such because the “Good Webinar Secrets and techniques” which solely prices $7.
This would possibly look like full overkill, however having a long-form gross sales web page will increase the perceived worth of the product within the eyes of potential prospects, which makes them extra possible to purchase it.
Nonetheless, that is a complicated method, so if you happen to don’t have a lot copywriting expertise, we don’t suggest it.
The right way to Create Your First Touchdown Web page (Step-by-Step)
So how are you going to create a touchdown web page?
Right here’s the final course of that works for each lead magnet touchdown pages and gross sales pages:
Step #1: Use a Confirmed Touchdown Web page Template
Don’t attempt to give you a touchdown web page design from scratch – choose a template that has been confirmed to work for the kind of supply that you’ve got in thoughts.
Our software program comes with a library of confirmed, high-converting touchdown web page templates for just about each use case conceivable.
These templates have been optimized for conversions, so selecting one in every of them gives you the most effective shot at success.
Step #2: Create a Headline That Conveys the Worth of Your Supply
The headline is a very powerful piece of copy on any touchdown web page as a result of it’s your one alternative to seize the potential buyer’s consideration.
David Ogilvy, top-of-the-line copywriters that ever lived, has famously mentioned:
“On common, 5 occasions as many individuals learn the headline as learn the physique copy. When you’ve got written your headline, you’ve got spent eighty cents out of your greenback.”
That is much more true in the present day than it was again then as a result of there are far more distractions now.
You might be competing with the opposite 12 home windows that the potential buyer has open of their browser!
That’s why it’s essential to make sure that your headline conveys how your supply will make the potential buyer’s life higher. What’s in it for them?
Step #3: Write Physique Copy That Emphasizes the Advantages of Your Supply
Some of the essential rules in copywriting is the excellence between options and advantages:
- A characteristic is a perform or a top quality of the product (e.g. “These footwear are waterproof!”)
- A profit is the worth that the shopper will get out of that product (e.g. “These footwear will preserve your toes dry!”).
Individuals purchase based mostly on advantages, which is why you need to emphasize all of them all through your touchdown web page copy, from the headline to the physique copy to the decision to motion.
Step #4: Add a Compelling Name-to-Motion
Don’t simply inform the potential buyer how nice your supply is after which go away it at that. What would you like them to do subsequent?
- Obtain your lead magnet?
- Register on your webinar?
- Purchase your product?
Finish your gross sales web page with a name to motion that encourages them to take that subsequent step!
Step #5: Present a Cash-Again Assure
If the touchdown web page in query is a gross sales web page, you need to supply a 30-day, no-questions-asked money-back assure.
This removes all monetary threat from the acquisition choice, so it’ll nearly actually improve your conversion fee.
3 Touchdown Web page Errors That You Should Keep away from at All Prices!
Okay, so now you understand how to create a touchdown web page, however what are the widespread pitfalls that you need to take into account?
Mistake #1: Having A number of Conversion Objectives
This may appear apparent as by definition a touchdown web page ought to solely have one conversion purpose.
However we frequently see touchdown pages which have hyperlinks to the corporate’s weblog, social media, YouTube, and so forth.
Including all that to your touchdown web page will nearly actually cut back its conversion fee as a result of it distracts the potential buyer from the precise conversion purpose.
Evidently, when somebody is in your gross sales web page, you need to information them in direction of shopping for your product, not distract them from it.
So don’t ask them to take a look at your Instagram as a result of they may just do that… And as soon as they go away, will they ever come again?
You don’t know, so don’t take that threat.
Mistake #2: Varied Different Distractions
Even when your touchdown web page does have a single conversion purpose, it is advisable be conscious of different potential distractions.
Keep away from loopy visible results, autoplay movies with sound, all pop-ups apart from the exit-intent ones, and so forth.
You don’t need the potential buyer to really feel overwhelmed and go away.
Mistake #3: Lack of Intrigue!
That you must present simply sufficient info to pique the potential buyer’s curiosity… However no more!
We regularly see touchdown web page headlines that give away all the things concerning the supply, so folks lose curiosity as a result of they really feel like they already know what it’s all about.
Say, you probably have a lead magnet associated to producing natural search visitors, you need to make it clear that your free supply will assist the potential buyer get extra visitors.
Nonetheless, you need to think twice about whether or not or not you need to disclose the precise visitors technology methodology that you may be protecting.
Clearly, if you’re a widely known search engine optimisation professional, then it’s okay to say that your lead magnet is about producing natural search visitors.
But when potential prospects arrive in your touchdown web page not realizing what to anticipate, it could be greatest to take care of the thriller.
As a result of if you happen to disclose that it’s about search engine optimisation, they may suppose that they already know what you’re going to say, so that they received’t be inclined to take a look at your lead magnet.
As Russell explains, curiosity is the important thing:
Wish to Be taught The right way to Write Copy That Converts?
When you use a confirmed touchdown web page template that’s been optimized for conversions, then you definately received’t want to fret a lot about design.
In that case, will probably be your touchdown web page copy that may both make or break it, offered that your supply resonates with potential prospects, to start with.
However copywriting is an artwork that takes a lifetime to grasp. So how are you going to write copy that converts if you happen to don’t have any earlier copywriting expertise?
Our good friend Jim Edwards wrote a e book referred to as “Copywriting Secrets and techniques” the place he shares all the things that it is advisable know to get began with copywriting.
When you apply his recommendation, you need to have the ability to get outcomes quick, which is what issues if you end up making an attempt to get a enterprise off the bottom.
So don’t hesitate and get a free copy of “Copywriting Secrets and techniques” in the present day.
All Jim asks is that you just cowl the delivery!
