Touchdown pages convert higher than some other sort of net web page on the market.
That’s why they’re an absolute necessity if you wish to maximize your income.
In the event you aren’t utilizing them in what you are promoting in the meanwhile, then you might be virtually actually leaving cash on the desk. It’s good to repair this ASAP!
Need to discover ways to create your first digital advertising touchdown web page?
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 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.
Actually, a correctly designed Worth Ladder gross sales funnel ought to embody at the very least one touchdown web page for every of those objectives.
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 might 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 steer somebody to take the motion that you really want them to take:
- Obtain your lead magnet.
- Register on your webinar.
- Ebook a discovery name.
- Schedule a session.
- Purchase your product.
…and so on.
There’s a gross sales precept:
“A confused thoughts at all times says no”.
Touchdown pages have the best conversion fee of all kinds of net pages as a result of on a touchdown web page you ask the potential buyer to make a single “Sure or No” resolution.
This minimizes the potential for confusion – there are not any hyperlinks to click on, no choices to check, and no unrelated content material to eat.
In different phrases:
There are not 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 present you their e mail addresses in change on your lead magnet.
They’re also referred to 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 can then drive site visitors on to it.
It will virtually actually provide help to 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 suggest creating one in order that you can ship leads on to it.
This follow is taken into account to be widespread sense within the data product business, so this recommendation might sound apparent to you in case you run a enterprise in that house.
Nonetheless, within the tech business firms typically use pricing pages as their gross sales pages, which is a horrible thought. Why?
As a result of a pricing web page is just not a touchdown web page, so it’s not going to work in addition to a correct gross sales web page would!
Certain, you want to have a pricing web page, however you shouldn’t be utilizing it as a major method 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 received’t convert in addition to a gross sales web page would!
Having common product pages may make sense in case you have a big catalog.
However if you’re solely promoting a number of objects, then you definately’d in all probability be higher off in case you 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 imagine 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 number of articles in your weblog. After which they depart… Presumably to by no means come again once more.
How does any of this provide help to develop what you are promoting?
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 site 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 join our free 14-day trial.
It’s not a standard touchdown web page as a result of it has varied hyperlinks, however irrespective of which hyperlinks you click on, you’ll 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 stated, we perceive that the thought of ditching your conventional web site altogether might sound drastic, so we need to encourage you to arrange a easy experiment:
Direct half of your site 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 kinds of touchdown pages:
Brief Touchdown Pages
Brief touchdown pages are also referred to as squeeze pages.
They’re probably 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 embody these three key parts:
- A headline.
- An opt-in kind.
- A call-to-action button.
Nonetheless, usually in addition they embody further parts akin to subheadlines, a number of sentences of copy, social proof, and so on.
They’re used solely 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.
Actually, we suggest utilizing medium-length touchdown pages for reasonably priced 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 specifically, 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 resolve the web page.
Typically, the costlier the provide, the longer its gross sales web page ought to 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 reasonably priced merchandise as properly, such because the “Excellent Webinar Secrets and techniques” which solely prices $7.
This may 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 probably to purchase it.
Nonetheless, that is a sophisticated method, so in case you don’t have a lot copywriting expertise, we don’t suggest it.
Learn how 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 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 possible.
These templates have been optimized for conversions, so selecting one among them provides you with the perfect 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, among the best copywriters that ever lived, has famously stated:
“On common, 5 occasions as many individuals learn the headline as learn the physique copy. When you may have written your headline, you may have spent eighty cents out of your greenback.”
That is much more true at the moment than it was again then as a result of there are far more distractions now.
You’re competing with the opposite 12 home windows that the potential buyer has open of their browser!
That’s why you have to be certain 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 essential ideas in copywriting is the excellence between options and advantages:
- A characteristic is a operate or a high quality of the product (e.g. “These footwear are waterproof!”)
- A profit is the worth that the client will get out of that product (e.g. “These footwear will preserve your ft dry!”).
Individuals purchase based mostly on advantages, which is why it is 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 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, it is best to provide a 30-day, no-questions-asked money-back assure.
This removes all monetary threat from the acquisition resolution, so it is going to virtually actually enhance 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 it is best to remember?
Mistake #1: Having A number of Conversion Objectives
This might sound 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 on.
Including all that to your touchdown web page will virtually actually scale 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, it is 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: Numerous Different Distractions
Even when your touchdown web page does have a single conversion purpose, you want 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 so on.
You don’t need the potential buyer to really feel overwhelmed and depart.
Mistake #3: Lack of Intrigue!
It’s good to present simply sufficient data to pique the potential buyer’s curiosity… However no more!
We regularly see touchdown web page headlines that give away all the things in regards to the provide, so folks lose curiosity as a result of they really feel like they already know what it’s all about.
Say, in case you have a lead magnet associated to producing natural search site visitors, it is best to make it clear that your free provide will assist the potential buyer get extra site visitors.
Nonetheless, it is best to think twice about whether or not or not you need to disclose the precise site visitors technology methodology that you’ll be overlaying.
Clearly, if you’re a widely known website positioning professional, then it’s okay to say that your lead magnet is about producing natural search site visitors.
But when potential prospects arrive in your touchdown web page not realizing what to anticipate, it is likely to be finest to take care of the thriller.
As a result of in case you disclose that it’s about website positioning, they may suppose that they already know what you’ll say, in order that they received’t be inclined to take a look at your lead magnet.
As Russell explains, curiosity is the important thing:
Need to Study Learn how to Write Copy That Converts?
In the event 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, it is going to be your touchdown web page copy that may both make or break it, offered that your provide 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 in case you don’t have any earlier copywriting expertise?
Our buddy Jim Edwards wrote a e book known as “Copywriting Secrets and techniques” the place he shares all the things that you want to know to get began with copywriting.
In the event you apply his recommendation, it is best to be capable to get outcomes quick, which is what issues if you end up attempting to get a enterprise off the bottom.
So don’t hesitate and get a free copy of “Copywriting Secrets and techniques” at the moment.
All Jim asks is that you simply cowl the transport!