If you want to sell your own product, you need a sales letter landing page to send potential buyers to either from your own site, via affiliates or via PPC search engine marketing. Landing page template can help you improve conversions and drive sales.
A landing page is a page on your site that you send traffic to with a specific goal and target in mind. The aim of a landing page is to convince a visitor to signup for a mailing list for example or to buy a product. Generating leads and customers is usually the biggest challenge for any blogger or content marketer and landing pages serve this purpose well as they are stripped down, simplified and focused on one objective.
It is difficult to convert someone straight off your traditional looking home page on their first visit. They still don’t know you, don’t know your product or services and have no connection and trust built with you. This means that a conversion rate on a standard homepage is very low. Landing pages on the other hand grab the attention of a visitor and build the trust and connection that is necessary for someone to convert into a subscribers or a customer. Landing pages can replace your home page or they can be a page deeper into your site that you direct to from social media and your other marketing channels.
The elements of a landing page
Every element on an effective landing page works together to tell a story of the product and gets the visitor to convert. So what are the elements and the features of great landing pages that work and convert? Let’s take a look at some of them.
- Landing pages are simple. Usually all the unnecessary elements are removed from a landing page. This means there is no navigation menu that can lead the visitor to another page. This means there is no sidebar that again takes the attention from the main objective. There is no large header image, there is no footer. All the elements that don’t aid the visitor into taking the action that you want him or her to do are removed.
- The objectives are simple and clear with a very strong and prominent call to action. Tell visitors what they need to know and tell it to them right away. Tell them how you will fill their needs or they will click on the “Back” button and leave. Call to action is on many landing pages repeated several times throughout the page. Call to action is focused on information capture. Call to actions are normally buttons that want people to subscribe for a mailing list, buy a service or buy a product.
- Unique selling proposition is a brief description of what you are offering. The USP is very clear and in focus. The focus is on the value that this offer will bring to your life, to your business. It explains you the benefits of the product and what you will miss out on if you don’t go for it. Curiously this is normally all about benefits and not much about facts and features of the product or a service. Features and facts come second to the benefit. Say what your product is, what people will get and how this is better than offers of your competitors.
- You can’t make a visitor buy the product in the first sentence, but you can lose him or her right away. Landing pages are the playground of copywriters. The copy of the page is what your offer depends on so the copy must be amazing. The language is usually simple, clear and specific. There are attractive headlines and sub-headings. First thing a visitor should see is a strong headline that explains why the visitor should stick around and explore further. Being concise in your writing is a big part of a successful landing page.
- There are also elements that build trust and credibility. You might see a picture of the creator of the product – human face enhances credibility and trust. You might see a list of testimonials which includes pictures, names and positive reviews from past customers and people that have purchased the product. You might see some of those security badges. You might see a list of sites where the product has been featured. There is normally also a guarantee – for example if you don’t like the product or if you don’t get any results from using the product you can claim money back within next 30, 60, 90 days. Some even go for longer and even lifetime periods.
- Social proof is another element of a landing page that is there to build credibility and trust. If you have many sales do tell people about it. Do embed social media buttons and do show how many shares and likes you have in social media.
- On many landing pages you might see a video where the product creator tells you the benefits of his product or you have guide through the product and what it offers. Make sure your video is great and that it helps add value and converts your visitor. If it doesn’t do that it might not be necessary to embed a video. Making people watch a video makes them stop reading the rest of your copy so test and see which way works best for you. Which leads me to the next element…
- A sneak peek preview is another important element in order to show the quality of the product you are offering. You could for example allow people to download one chapter of your book or watch a shorter version of a training course.
- For better conversion rate try asking for an email address first. Getting a smaller commitment from your lead is a great first step towards creating a great relationship with a future customer.
- Testing, testing. Many landing pages would be tested many times over a long period of time and improved in terms of everything from design,the way the call to action buttons look like, how the copy is written, where the different elements are positioned and so on. The idea is to collect the data and improve the structure and elements of the page in order to get a better conversion rate.
Landing page WordPress plugins
As always WordPress plugins are your best friend when it comes to introducing new features to your site without needing to spend too much time. There are several landing page plugins that you can try and work with in order to figure out the one that fits your needs best. Here are couple of them:
- Parallax Gravity – Landing Page Builder – This plugin allows you to add multiple sections within your landing page. For each section you can set a background, add any type of content more.
- WordPress Landing Pages – This is a quiet advanced option that is definitely worth a look. It gives you the ability to monitor and track conversion rates, run a/b and multivariate split tests and much more.