Leads (prospects). The more your landing page can capture, the more your income will increase. Here is the definition of a landing page: it is a page which aims to collect the contact details (emails, first name, last name, phone number, etc.) of visitors to your site to turn them into prospects. But make a landing page that converts, It is an art… and it cannot be improvised. There are techniques to know … techniques that will allow you to have (or increase) the conversion rate on your landing page …
Who is Stan Leloup?
Stan Leloup is one of the most famous copywriters in England.
Copywriters’ mission is to write pages that will convert the people who read them into prospects or customers.
Stan has developed a very profitable online business in recent years, which can be summarized as follows:
1) People find out through a video on his YouTube channel;
2) They look at it and at the end, they invite them to go to its landing page to go further;
3) Some of this traffic will turn into leads on the landing page;
4) Stan will then be able to sell his products to them by email and / or build a relationship with them so that they can buy in the next 3-5 years.
You will notice that its tunnel is made up of several elements (YouTube video, lead magnet and landing page, email marketing, etc.).
We are just going to focus on the landing page.
Example of a landing page with a high conversion rate
To understand the effectiveness of this landing page, you have to dissect it into different elements and inspect each one as a scientist would.
I) The title and the sub-title to retain the prospect on the page
Imagine that I am an ideal customer for your offer.
Do you have any idea of the first thing I’ll read when I get to your capture page? It will be the title and subtitle.
Do you know why I would do this? It will be to answer the question “Is the content on this page interesting enough to warrant my attention?””
If the answer is no, I leave your capture page after a few seconds (so you lose a lead and potentially a sale).
But if the answer is yes, I stay and look at the rest of the landing page with more intent (thus more likely to make me a prospect and potentially a customer).
The question is: what did Marketing Mania use as the title on their landing page?
1.1 – The title
His title “Building a stable and profitable Freelance career” talks about the ultimate desire for a self-employed person in relation to his activity: to have a regular flow of clients to make money on a stable basis.
Indeed, the majority of freelancers have difficulty finding clients on a regular basis. Sometimes they have a full agenda, sometimes they have no mission to work on for a longer or shorter time.
This creates uncertainty, because without a mission there is no money.
Marketing Mania hooks them up with a title that suggests the solution to this painful problem without going into exaggeration (“Make ½ million € per year as a freelance”).
This makes the promise more “believable”, so we’re prepared to give him a few minutes to see what he has to say.
But the subtitle also contributes to all of this.
1.2 – The subtitle
The subtitle reinforces the title’s promise, but in a more precise way: “Find more customers, sell for more and take back control of your time. “
Each sentence is not there by chance: it represents one of the wishes of any freelance.
By including them on its landing page, Marketing Mania develops interest in what it will say next.
Lesson 1: The headline should promise a solution to your prospect’s problem. The subtitle will then reinforce that promise with more specific elements to increase credibility.
II) The body of the landing page to generate more interest
The body of your landing page will be the space where you will explain in more detail what you are offering.
It can take the form of a classic text (like for this Marketing Mania page), as it can also appear in a video.
In any case, the body of your landing page will have two missions:
1) Create the need (or rather “remind” that there is one and that it is vital to solve it);
2) Show that a solution exists and explain what it consists of.
This is what Marketing Mania does by explaining why the freelance must know how to sell to get by and have regular customers. He thus increases interest in his lead magnet which is a series of tips to improve sales when you are a freelance.
A mistake as common as it is tragic is believing that the prospect already knows that their problem is very important and that they must solve it as soon as possible.
It is very obvious to us, because the resolution of his problem has become our daily life, but he has his own daily life and his own reality.
Gold, the value of a solution (i.e. our desire to obtain it) only exists when we are aware of the seriousness of a problem. It is because we know that a bad diet leads to overweight and health problems that we become more concerned about what we put on our plates.
Remember, you will only have a lead if your site visitor takes your lead magnet.
If you don’t explain to them what problem your lead magnet solves and why this problem is important, then you are depriving your landing page of a vital member for its operation.
Lesson 2: Explain to the prospect why their problem is important and how the lead magnet will help them solve it.
III) Credibility to increase confidence in the lead magnet (and therefore conversions)
All action is based on a belief : if I believe your lead magnet is good enough to help me solve my problem, then I would be interested by what you offer on your landing page.
But the reverse also applies: if I judge that you and your lead magnet are not good enough, then I would leave your landing page without giving you my email.
Two tactics are used on the Marketing Mania landing page to boost its credibility (and therefore conversions): authority and mechanization.
1) Position yourself in authority by answering the question “Who am I?” “
In his response, Stan introduces himself and tells you that he has “The biggest French-speaking YouTube channel on sale (300k + subscribers)” and that he was “Freelance consultant in Facebook advertising and marketing automation”.
By telling you this, he leads you to deduce in a subtle way:
1) That he is credible enough to talk about the sale (so we can trust him);
2) And on top of that, he started out as a freelancer (so he knows what it is).
Remember that the main promise of his lead magnet is to show you how to sell better.
So by presenting himself in this way, he increases the credibility of his lead magnet which positively impacts the conversion rate on his landing page.
2) Mechanization: present the process of the solution
Mechanization consists of describe the process that makes your solution work.
This helps increase credibility, because if a person is able to explain their solution to you in detail, then it is solid.
You will therefore increase your conversions if you are able to explain precisely what you are going to offer in your lead magnet and how it will help your prospect solve their problem.
Marketing Mania explains exactly what you will get for leaving your details.
“Day 1: How Customers with the ‘Strategy of Preeminence’ ‘
Day 2: Set up marketing systems that bring you continuous customers
Day 3: The Ultimate Selling Technique Every Freelancer Should Know
(In addition, these elements titillate your curiosity and your desire to succeed).
Lesson 3: work on credibility to increase conversions
IV) The call to action to convert the visitor into a prospect
The call to action comes to complete the whole by pushing the visitor to act to solve his problem: “Receive training by email for free”.
The words used are not there by accident: they persuade you that what you are going to do is good for you.
Marketing Mania could have told you “Leave me your email”because that’s what their landing page is all about, but it’s not the smartest call to action out there.
He prefers (like any good seller) emphasize that you are acting on your own behalf and not for that of the brand.
Lesson 4: Make a smart call to action
Conclusion: look beyond the landing page to improve conversion rates
I explained to you how to make your landing page by taking the example of Marketing Mania … but this is not going to be enough to really improve your conversion rates.
You must have an overview of all the elements that may be involved, because some are outside the landing page, But influence always the conversion rate.
It’s like in sport: what you do outside affects your performance (sleep, diet, etc.). If you “configure” these items correctly, your performance in sport will improve.
Now, what are these elements and how can you improve them to boost the conversion rate on your landing page? I explain it to you in an article dedicated to this subject.
See you soon !