Touchdown pages convert higher than some other sort of internet web page on the market.
That’s why they’re an absolute necessity if you wish to maximize your income.
If you happen to aren’t utilizing them in what you are promoting in the meanwhile, then you’re nearly definitely leaving cash on the desk. You must repair this ASAP!
Wish to learn to create your first digital advertising touchdown web page?
Proceed studying…
What Is a Touchdown Web page?
A touchdown web page is an internet web page designed with a single conversion aim in thoughts.
The three hottest conversion objectives 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 actual fact, a correctly designed Worth Ladder gross sales funnel ought to embrace no less than one touchdown web page for every of those objectives.
Word that these days the time period “touchdown web page” is often used to refer to steer magnet touchdown pages, whereas product touchdown pages are known as “gross sales pages”.
Each are touchdown pages, although, so on this article, we shall 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 best ways to steer somebody to take the motion that you really want them to take:
- Obtain your lead magnet.
- Register to your webinar.
- Ebook a discovery name.
- Schedule a session.
- Purchase your product.
…and many others.
There’s a gross sales precept:
“A confused thoughts all the time says no”.
Touchdown pages have the very best conversion charge of all forms of internet 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 check, and no unrelated content material to devour.
In different phrases:
There aren’t any distractions, simply your provide.
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 steer potential prospects to provide you their e-mail addresses in alternate to your lead magnet.
They’re also called lead era touchdown pages, as their function 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 advocate creating one in order that you may then drive visitors on to it.
This can nearly definitely assist you generate extra leads.
Gross sales Pages
Gross sales pages are touchdown pages designed to steer 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 advocate creating one in order that you may ship leads on to it.
This observe is taken into account to be widespread sense within the data product business, so this recommendation may appear apparent to you for those who run a enterprise in that house.
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 will not be a touchdown web page, so it’s not going to work in addition to a correct gross sales web page would!
Certain, it’s essential to have a pricing web page, however you shouldn’t be utilizing it as a major strategy to convert web site 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?
Identical as with pricing pages – a typical product web page isn’t a touchdown web page, so it gained’t convert in addition to a gross sales web page would!
Having common product pages may make sense if in case you have a big catalog.
However in case you are solely promoting a number of objects, then you definately’d most likely be higher off for those who 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 lifeless. Gross sales funnels are the long run.
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 try this web page. They try that web page. Perhaps they learn a number of articles in your weblog. After which they depart… Presumably to by no means come again once more.
How does any of this assist 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 the direction of the sale, one step at a time.
And a gross sales funnel is only a collection of touchdown pages that you simply drive visitors to. So why not change 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 will find yourself on the similar 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 could say so ourselves.
All that being mentioned, we perceive that the concept 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.
In response to 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 forms of touchdown pages:
Brief Touchdown Pages
Brief touchdown pages are also called squeeze pages.
They’re essentially the most primary sort of touchdown web page and are only one display screen in size – you don’t must scroll in any respect, you see the entire web page instantly.
All squeeze pages embrace these three key components:
- A headline.
- An opt-in kind.
- A call-to-action button.
Nonetheless, usually in addition they embrace extra components equivalent to subheadlines, a number of sentences of copy, social proof, and many others.
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 embrace extra of every part:
- Extra copy.
- Extra social proof.
- Extra calls-to-action.
They could additionally embrace 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 actual fact, we advocate 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.
Word that when persons 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 dearer the provide, 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 may seem to be 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 sophisticated method, so for those who don’t have a lot copywriting expertise, we don’t advocate it.
The way to Create Your First Touchdown Web page (Step-by-Step)
So how will you create a touchdown web page?
Right here’s the overall 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 provide you with a touchdown web page design from scratch – decide a template that has been confirmed to work for the kind of provide 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 certainly one 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 crucial 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, the most effective copywriters that ever lived, has famously mentioned:
“On common, 5 occasions as many individuals learn the headline as learn the physique copy. When you might have written your headline, you might have spent eighty cents out of your greenback.”
That is much more true as we speak 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 you have to be sure that your headline conveys how your provide 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
One of the vital vital rules in copywriting is the excellence between options and advantages:
- A function is a operate or a high 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 maintain your ft dry!”).
Individuals purchase primarily based on advantages, which is why it’s best 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 provide is after which depart it at that. What would you like them to do subsequent?
- Obtain your lead magnet?
- Register to 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, it’s best to provide a 30-day, no-questions-asked money-back assure.
This removes all monetary threat from the acquisition choice, so it would nearly definitely improve your conversion charge.
3 Touchdown Web page Errors That You Should Keep away from at All Prices!
Okay, so now you know the way to create a touchdown web page, however what are the widespread pitfalls that it’s best to consider?
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 aim.
However we regularly see touchdown pages which have hyperlinks to the corporate’s weblog, social media, YouTube, and many others.
Including all that to your touchdown web page will nearly definitely scale back its conversion charge as a result of it distracts the potential buyer from the precise conversion aim.
Evidently, when somebody is in your gross sales web page, it’s best to information them in the 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 depart, 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 aim, it’s essential to 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 many others.
You don’t need the potential buyer to really feel overwhelmed and depart.
Mistake #3: Lack of Intrigue!
You must present simply sufficient data to pique the potential buyer’s curiosity… However no more!
We regularly see touchdown web page headlines that give away every part concerning the provide, so folks lose curiosity as a result of they really feel like they already know what it’s all about.
Say, if in case you have a lead magnet associated to producing natural search visitors, it’s best to make it clear that your free provide will assist the potential buyer get extra visitors.
Nonetheless, it’s best to think twice about whether or not or not you need to disclose the precise visitors era technique that you’ll be overlaying.
Clearly, in case you are a widely known website positioning skilled, 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 understanding what to anticipate, it may be finest to keep up the thriller.
As a result of for those who disclose that it’s about website positioning, they’ll assume that they already know what you will say, in order that they gained’t be inclined to take a look at your lead magnet.
As Russell explains, curiosity is the important thing:
Wish to Study The way to Write Copy That Converts?
If you happen to use a confirmed touchdown web page template that’s been optimized for conversions, then you definately gained’t want to fret a lot about design.
In that case, will probably be your touchdown web page copy that can both make or break it, supplied that your provide resonates with potential prospects, to start with.
However copywriting is an artwork that takes a lifetime to grasp. So how will you write copy that converts for those who don’t have any earlier copywriting expertise?
Our pal Jim Edwards wrote a guide known as “Copywriting Secrets and techniques” the place he shares every part that it’s essential to know to get began with copywriting.
If you happen to apply his recommendation, it’s best to be capable to get outcomes quick, which is what issues when you’re making an attempt to get a enterprise off the bottom.
So don’t hesitate and get a free copy of “Copywriting Secrets and techniques” as we speak.
All Jim asks is that you simply cowl the delivery!
