I have a small ebook I’m trying to sell by using some Google AdWords adverts (and other links), but for the life of me, I can’t seem to get any of the people who come to the information page for the book to convert into buyers. Are there best practices with these targeted pages?
Conversion, getting visitors to turn into customers, is at the heart of modern ecommerce, so you are definitely not alone with this challenge. Indeed, how many people who read this very article are going to buy me a chai for my assistance?
More seriously, there’s quite a science to creating really effective landing pages, as we call them in the industry, and my friend and colleague Mark Widawer has actually written an extensive ebook on the subject with the jazzy title of Landing Page Cash Machine , so I asked him for some basic tips to help you out. Here’s what he shared:
First off, the most important aspect of having an effective landing page is making sure that you have a unique page for the given ad campaign you’re running. Too many people point potential customers to their home pages and it’s just a surefire way to have a very low conversion rate.
In the same way, the best landing pages start a “conversation” within the ad itself, then continue that conversation (Dave calls that “delivers on the promise”) on the landing page. That’s a powerful method of ensuring good conversion.
One of the most beneficial things you can do is to adjust your mindset to not actually sell to 100% of your visitors. It’s not going to happen anyway, and its best to be prepared. So, what do you have on your website for all those people who aren’t going to buy? Well, if you’re not offering some free bonus, special report, mini-course, or other information that is of value to your prospect and in line with his goals, then you are literally throwing away your marketing dollars. Trade that offer for a first name and an email address, and you’ve preserved your investment in your traffic, and have given yourself a very good chance of selling to your visitors later.
There’s really so much more you can do with a landing page to improve your conversion rate, I have to say. That’s why I wrote almost 100 pages on the subject. If Dave’ll let me, I’d like to invite you to come over to my own landing page and learn more about the Landing Page Cash Machine