Introduction to Landing Pages
First of all, before we start describing how to effectively use landing pages, you will need an understanding of exactly what a landing page is. Some people try to make the definition of a landing page more complicated than it actually is, but in essence, a landing page is a special single page on your website that your traffic is sent to upon clicking on your advert or link. This page usually has only outgoing links to the merchant web pages through your affiliate URL’s. It is usually setup so that Search Engines don’t index it. It is simply a page within a website. Landing Pages are sometimes called Squeeze Pages (usually in America).
A landing page can be very beneficial in achieving a greater ROI from the products you are promoting, as it allows you the opportunity to pre-sell and offer reviews of a product, as well as offer highly relevant information. This enables you to help remove any guesswork that your visitors may have to do in order to make an informed buying decision. With direct linking (linking straight from your ad to the merchant), you are relying strictly on the sales page of the merchant to convert your traffic into a sale, sometimes not the best idea as many merchant pages are unable to do this effectively. It also means that all affiliate links look the same!
There are two different types of landing pages, both of which can work well. Review Style landing pages are exactly how they sound. They consist of a page containing product/service reviews, industry information, product comparisons, and outgoing links to the merchant sites. Testimonial Style landing pages consist of long copy (long, drawn out text) that focuses on promoting one particular product from a first person point-of-view. These pages are similar to those of the merchant sales pages that are used for Clickbank products for example.
Review Style Landing Pages
Review Pages are the most common, and are the most effective style of landing pages. The reason for this is simple. People are hungry for product information, and prior to buying anything (especially online), they want to find out information about all the competing products. If you can provide them with quality reviews and comparisons on your site, then you will save them a great deal of time and effort they would have spent on research and they are much more likely to make a purchase through YOUR link.
An effective review is made up of many components. Each one of these components is very important and adds additional value to a review. They are outlined below:
A Captivating and Relevant Header
The first thing that catches a visitor’s attention is usually what determines whether they will spend time on your website or not. If a visitor comes to your page and sees nothing but a sea of text with no images and no highlighted text, chances are they are going to leave your page pretty quickly.
Keep them interested with a highly relevant header that contains the keywords they used to get to your site.
This will instantly draw their attention and show the ad/page combination is relevant, and will increase your chances of a click-through to the merchant page, thus increasing your chances of a sale.
Three to Seven Product Reviews
We have tested several different combinations of reviews, and depending on the industry, a page that contains between 3 and 7 reviews is proven to generate the highest conversions into orders. Today’s consumer is smarter than ever, and does their research prior to buying something online. If you do this research for them, they will be much more likely to purchase a product through your affiliate links.
Components of a Product Review
1 – Provide Brief Product Descriptions
A brief product description will provide an outline of the product, what it offers, why it is better or worse than other products, and potentially your personal recommendation. Do not copy and paste this information from another person’s website or the merchant page. Put this in your own words and you’ll have a much more personal recommendation.
2 – A list of Attribute Rankings
If you can, rank the products in the review based on their attributes. This could include components such as overall rank, effectiveness, guarantee, support, risk, and other related attributes (this will differ for all the products). It is also beneficial to rate the products as an overall ranking as the #1, #2, #3, etc. as it allows the visitor to easily define a clear winner, increasing their chances of purchasing the best product from your link. If there is any ambiguity as to which product is the “best”, you will probably lose the sale (as the visitor will continue with their research elsewhere).
The key is to help them make the purchasing decision on the spot.
3 – Provide Product Images and/or Screenshots
Many people are very visual learners, so include some images of the product and/or screenshots of the website. This will add appeal to your landing page and acts as a break from the text. You may want to also include images that pertain to the particular industry you are promoting. For example, if you are promoting ‘make money’ products, you could include pictures of money or expensive items such as yachts, cars, or houses (just joking, that looks spammy and fake, DON’T). – better, a picture of you with your first affiliate check! Just be realistic if you do this, don’t lie and pretend you are more successful than you are, be real.
4 – Provide Visible Exit Points
Allow for a lot of different types of exit points for the visitor to go from your page to the merchant page. Often brand new marketers will only allow a single exit point on their page to their #1 product. You should include 2-3 exit points for each product that you review (title, buy now, image linking). The more visitors you can get to click on your links, the more conversions you will get. An effective way to provide an exit point is to create links or buttons that read “Click Here to Buy Now” or “Click Here to Learn More”. These kind of exit points can greatly improve the rate at which people click your links because you are asking them to perform an action. A ‘Call to Action’, as it is known.
It is very important that you make as many reviews visible as possible without the need to scroll the page. As soon as a visitor comes to your page they should see that there are product reviews available to them. Do not overwhelm your visitors with text that is too long, and never bury your reviews below the first visible page of your website. Keep them above the fold if possible!
Below are some landing pages that will help you to visualize what a “Good” review-style landing page looks like. Templates for landing pages can be downloaded from the internet, modified, and used to promote products of your choice.
Testimonial Style Landing Pages
A testimonial-style landing page is a comprehensive outline of a product or services that is written in first person tense. It will usually outline personal experiences one has with these products and generates product interest through personal promotions. One important aspect is having the ability to connect with the customer on the emotional level. Here are some questions that you can ask yourself and answer within your testimonial:
- What would this person be thinking if they were interested in this product?
- Why would they be reluctant to purchase the product?
- How will this product improve their life?
- What are selling features to this product, and how do these apply to the customer’s “wants”?
- Is there any risk involved with purchasing this product?
If you can answer the previous questions from your perspective, you have just written a very effective landing page. You should also include unbiased product information that outlines the product, the creators, the price, guarantees, support, and other relative features.
A good testimonial-style landing page captivates the person’s interest, answers all of the questions they could potentially have, and takes them to a comfort level where they feel good about purchasing the product. One good thing is that most products/services available online have a full 100% money back guarantee, so really, there is nothing to lose for a customer if they are interested in trying a product. If they don’t like it, they simply ask for a refund and get their money back. This is a good point to emphasize through a testimonial-based landing page.
If you are not using landing pages already, this should be the next step you take to improve your PPC campaign performance and overall conversion ratios. Switching from direct linking to a unique landing page can turn a suffering campaign into one that generates consistent profits. And there is no longer any excuse, as we offer SiteRubix to all members, and you do not need to know an ounce of HTML to use this tool. Additionally, you have access to free website hosting, so there really are no excuses as to why you cannot start building your own sites and landing pages today!
If you can apply the techniques outlined in this tutorial, you will see many more sales and increase the amount of profits that you take home at the end of the day.
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