Our third landing page makeover is for Helen Graves, a business coach who works with solo entrepreneurs, mostly female in the 30-50 age bracket. She would like to increase the sales of her CD info-products to her newsletter subscribers and site visitors.
Here’s the background:
- The Goal:
Sell 50 CD-info products within a single 4-week period. (Without accurate traffic numbers, this may be an unrealistic goal.)
- The Problem:
Current promotions – solo email, ads in newsletter, and site link – have generated a total of 5 sales. (Tracking statistics, however, are currently unreliable.)
- The Current Landing Page:
- Page that Generates the Click-Through:
Let’s take a look at 10 things she might try to increase her sales.
The Maven’s 10-Point Critique
Helen does a lot of things right in her current landing page. Formatted in the classic, long-form letter style, the landing page works as a logical progression from her sending page, copy/visuals work well, testimonials stand out and are interspersed through the text, etc. Because the page does so much right vis a vis overall look and appeal, I’m going to focus primarily on specific copy points and suggested changes.
#1 – Revise your prehead to the singular “you” voice.
No matter where the visitor is clicking in from, you want all the primary copy pieces – prehead, headline, subheads, call-outs, etc. to speak to that visitor as one individual.
#2 – Use your prehead to set-up the big idea that follows in your headline.
If your big idea is about making the important work of marketing easier, more fun, and worry-free – then say so. Perhaps with a provocative question – If you’ve been wondering “what the hell I got myself into” when you made the jump from employee to business owner – hang tight! Help is on the way!
#3 – Focus your headline on one big, unique, emotionally resonant idea.
What is the promise behind the product — Reduce frustration or enjoy your new found freedom as a business owner? Is your marketing-phobia keeping you from realizing your business dreams? You’ll strengthen your headline, and the rest of the copy will flow more smoothly, when you really articulate the ultimate promise for the visitor.
#4 – Flip the hero image and headline.
This is a small suggestion, but eye-research suggests left placement for images, right placement for text for maximum effectiveness.
#5 – Big Test 1: Start your letter at the paragraph “I’ve been right where you’re at.”
This is a big suggestion and one you should really test. Similar to telling a compelling story, this kind of opening creates instant rapport with a visitor who is feeling anxious and uncertain and will keep them reading to see if what you say is true. So eliminate EVERYTHING (you can move the testimonial) before “I’ve been, etc.” and add your photo here, too, for a little extra oomph and credibility.
#6 – Big Test 2: Revise the “3 Marketing Myths” and use as your headline.
I like this section but find it impedes the momentum of your sales message. Use this in some sort of lead/headline fashion instead and you’ve set up the problem “Don’t let these 3 myths kill your chances for success” for which your info product is the solution.
#7 – Keep the subhead “Still on the Fence?”, but eliminate the section.
I understand your thinking here, but you’ve just given a visitor a reason not to order right away. Why not reiterate the risk-free nature of the offer – perhaps expand it to a FOREVER GUARANTEE. (You could also consider testing a whole new concept – offer the first chapter for free and collect email addresses for follow-up in a subsequent step.)
#8 – You list 5 bonuses. Free Shipping and 3 Easy Payment invitations, however, are not bonuses. They’re offer sweeteners.
Show me pictures or some sort of symbolic representation of the three bonuses. Then pull out the free shipping and 3 easy payments into insets or big visual bursts. You can then address them in the copy. “I want to make sure that nothing stands between you and this info! That’s why you’ll get all this with FREE SHIPPING. What’s more, if $97 sounds a little too rich for your wallet now (It won’t be later, though. I promise!) you can buy in 3 easy installments of just $XX.
#9 – Eliminate the redundancy between the “Yes, Helen!” section and the order form recap.
Basically you’re saying the same thing in a very similar fashion. Cut, cut, and cut some more until you have one, super-strong order area.
#10 – Eliminate most of the copy on the actual order page.
Your landing page has already done the heavy lifting for your sales message. Once your prospect has clicked the “Try it Now” button they don’t want anything to get in the way of them receiving your product. So keep the copy short and on point toward completing the sale.
- Get some testimonials from actual customers. Experts are great, but I’d like to see how your book has helped “real” people like me, your prospect.
- Test the button language and colors. Instead of “Try it” test, “Order now” and “Buy it now” risk-free, etc. Test bright red/orange as button colors.
- Use 2 order forms, one for single-payment option and one for the easy payment option. Since the cart pre-populates the price, what a visitor sees is a total of $133 at first glance. That’s a stopper and for those sitting on the fence, it may be just enough to abandon the sale.
My thanks to Helen Graves for her support of Heifer International.
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