Sherif Morgan, Connexins Web Development, explains the process on how to capture leads using landing pages, opt-in forms, email lists and autoresponders.
9. CTA in the Home &
Content Pages
Examples:
• Learn more about product/service
• Phone Call
• Online Purchase
• Request for Proposal
• Opt-in
– Download free report/Sign up for a free trial
goal: keep them engaged, encourage them to
take the “next step” in the sales funnel
10. CTA in a Blog Post
• Conclude with an engaging question
– ask readers to comment, share, or follow
• Prompt them to download a report
• Link to relevant landing pages
• Ask them to subscribe
goal: keep them engaged, continue to pre-sell,
increase your credibility… i.e. nurture them
12. Call-to-Action Tips
• Concise / Clear what they’re getting
– Watch Video, Download eBook, etc.
– Benefit and Value (“what’s in it for me?”)
• Use Action Words
– Download, Subscribe, Start Free Trial, Reserve Your Seat, etc.
– Ineffective: Contact, Click Here
• Does not address the why or the value
• Consistent with their expectations
• Urgency
– Sign Up Today, Get Started Now
14. Landing Page (Squeeze Page)
A landing page is a web page that focuses
on one specific action, namely capturing a
visitor’s information through a lead form.
goal: generate (or segment) a lead
21. Landing Page Elements &
Tips
• Headline: Eye-Catching, Clear, Concise
– “the blink test”
• Remove links (distractions) except for …
• What You Offer (benefits/value)
• Image
– Image + Headline = clear understanding of the offer
• Lead Capture Form!
– Only ask what you need (balancing act)
• Above the Fold?
• Trust (testimonials, privacy policy, guarantee, etc.)
• Focus (one offer/action and audience)
22. Can You Do Better?
• Create at least 2 designs
– vary 1 thing at a time
• What to vary?
– what would influence behavior?
• headline
• button color, location, size, text
• list of benefits, copy, image
• etc.
A/B or Split Testing
23. A/B Testing
• What should you measure/compare?
– Traffic to Landing Page
– Conversion
• Automate the Test, Measure, and Compare
– Landing Page platforms
– WordPress Plugin
• e.g. Max A/B (compare pages)
– Google Analytics (goals)
33. Why Autoresponder?
• Automate!
• An email list is useless if you do not have an
email marketing strategy!
– build a relationship with subscribers
– nurture/pre-sell subscribers
• Follow up with leads
– future calls-to-actions
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