Make Landing Page with the Copywriting Techniques to Get High Conversion

The feasibility of a landing page has a direct impact on conversion rates.

There are several factors that determine whether you are selling through a landing page will succeed or fail. This is the most important:

Copywriting.

There are other factors such as design, page loading times, and so on.

But no matter how elegant the design of your landing page, if you are writing technique is not right.. then there will be no conversion.

Not vice versa,

If you are already applying the principle of copywriting is to create words and sentences right, even a simple design would be able to sell.

Serious…

In this guide you will learn the essence of copywriting in a landing page.

After that, you will be able to create a landing page that is able to convince the reader and make them take action.

Before we go any further.

There are three things I want to say first.

First, to refresh your memory. or for those of you who read this article directly without going through the preceding chapters.

Copy: text used in a sales or marketing (different from the copy that means "trace, duplicate, copy")
Copywriting: copy writing techniques
Conversion: when readers take the action you want.
AIDA: Attention, Interest, Desire, Action. Formula for creating good copy structure

The second, which is not covered in the guide:

The design concept. Discussed only in terms of copywriting
Technical. I'll assume you are able to create their own web pages using HTML codes or with tools

If both are discussed then this guide will be very long.

Thirdly, it's good you've seen examples of the landing page in a variety of functions.

This is so that you are familiar with the components that will be described. Thus the process of understanding will be so much easier.

You can see some examples of landing page here:

Leadpages Marketplace
Unbounce landing page examples

Now let us further.

1. Determine one goal of a landing page.

One. not less. no more.

Your Landing page should have one ultimate goal. for example:

Purchasing products
Enter your email address
register an account
Sign up webinar
Contact you via email and / or phone
downloading

If you have more than one goal, then copy that you create will be chaotic.

In addition it will also confuse the reader so that they may actually decide to do nothing.

After determining the goal, then all components of the landing page that you will make the drive to one destination.

"So what's the solution if I have more than one purpose?"

Create more than one landing page.

Examples like this:

I sell a product, when there is a purchase then they should confirm the purchase and transfer money via email / phone / sms.

In this case there are two objectives.

The main purpose is the purchase, the second goal was contacted.

The solution, in the main landing page your goal is to get them to buy. For example, by installing the purchase button.

When this button is pressed, they are directed to a way of paying.

Once the payment is completed, then they are directed back to the booking confirmation page.

It would be much more effective than all of you piling on one page. ranging from the purchase, how to pay, and how to confirm.

2. The main components of an effective landing page

If you have seen the landing page, consciously or unconsciously you will realize that there are many similarities in the structure.

Headline
Picture / video
Subheadline
Body / content / explanation
Social proof / testimonial
Call to action (CTA)

Each component has its own role.

To be able to create a landing page that has a high conversion, then you must get a score of 100 for all of these components.

Headline outstanding will be useless if it sucks. and vice versa.

Here the components of an effective landing page.

2a) Headline capable of capturing attention.

In the previous chapter we've talked a lot about Attention in AIDA. This is the role of the headline. to capture the attention.

Headline of your landing page should:

Not boring
Direct understandable
No rambling
Presenting benefits
feels personal

For point *4 and *5, if you have created a buyer persona of the two previous chapters, it should not be a problem.

I want to put more emphasis on point *1, *2, and *3.

Do not make the headlines are already too common. If you use a title something like the others then your product will be considered the same.

So try to be more creative in making titles.

But ... do not be too creative.

It's the most common mistake in the headline. Trying too creative so that even so difficult to understand.

XXXXGO page above example. One of its services is a courier goods.

Indeed, their courier service can save time (time-saver), but this headline did not directly explain who they are.

(XXXXGO have several alternatives headlines that appear alternately, "your personal time-saver" is just one of them)

Instead, the landing page SEO course of ClickMinded. fulfill the five points earlier.

2b) Subheadline that clarify and strengthen headlines

The existence SUBHEADLINE not required.

Because the headline should be able to gain traction in 8 seconds, then it should be short, dense, and stay clear.

Once attention was caught by the headline, SUBHEADLINE will further explain what benefits they will get.

XXXWork use headlines very short ... maybe even this headline can not be understood immediately.

"SHARE - CONNECT - URGENTLY"

But fortunately they provide a more understandable explanation through SUBHEADLINE.

"Discover connections and more stable career opportunities! FREE."

One more example:

Headline of SOLUtionXXX promising solutions for our business.

But then SUBHEADLINE mention the free demo of SAP Business One.

For those who found this page by accident, we did not understand what SAP Business One and what to do with business solutions.

Finally SUBHEADLINE actually lead to confusion.

Correspondence between the headline and SUBHEADLINE with ad

I found the website SOLUtionXXX through the ads they put on AdWords with the keyword "business opportunity" when I created this article.

After I investigated it turned SOLUtionXXX sells software called SAP Business One useful to simplify the management of the business.

People who do a search with the keyword "business opportunity" usually want to get business ideas ... right?

But what happens when they get into the last page?

What to expect and what they get is not appropriate.

This will make your conversion rate is very low.

2c) Benefits or solutions to problems as the body of the landing page

Remember:

They are not buying because of the features ... they are not buying because the price ... they do not buy your products ...

They buy hope,

They buy a better life.

Therefore, the benefits and the solution of the problem is a component that is very effective as a body landing page.

In AIDA, body landing page has a role as Interest and Desire.

Please read the chapter AIDA to know how to present the benefits in your copy.

Long or short, which one is better?

There is a long landing page:

(This has been cut in half)

There are also short:

Which one is better?

Does the length of his body will be more believable? Is that short higher conversion because visitors are not tired of reading?

Not necessarily.

This consideration:

If they spend money, usually nicer long as we can convince them
If no money. or a credit card, do not need to be long
If they already know exactly what they will get, short. "For example a shirt.
If they do not know a glimpse of what they will get, you need to describe in detail. Eg software or online courses

So adjust to your needs.

Long and short, landing page that you create still follow the AIDA formula.

The longer, meaning you must make a copy that is more interesting. Because of the risk of "burn out" be bigger.

2d) Social proof / testimonials are able to influence decisions

In the six principles of persuasion made by Dr. Robert Cialdini, social proof is one element that could influence the decision.

if done correctly.

What often happens is the testimonials that we put it in doubt.

As a result, they become suspicious of you. suspected fraudsters.

There is some form of social proof:

number of users
A list of users who "shines"
Comments from the famous
Comments from some users who are satisfied

Four of the most frequently displayed.

Because it's easy. and because you can create your own or ask with your friends, right? Watch Out. Some readers can immediately realize that you are providing false testimonial.

Do you think this a great testimonial ?:

"Extraordinary! This book contains new information that was very helpful. I've read this book up to 3 times and still amazed by its contents."

Not at all.

Indeed, it was filled with praise. But there are many disadvantages:

look fake
It is unclear topics discussed (only "book")
Does not explain what benefits they get
Not to say their results

Useless. Testimonials earlier will not increase your landing page conversion. Instead they would be suspicious for some reason # 1.

2e) Call to action (CTA) are prominent and not creepy

CTA was creepy ...

A key "buy" or "pay" can only make the reader think and directly dizzy.

But at the same time, CTA should stand.

Without being told, you would have understood where they asked us to click:

Still remember earlier I said that the first landing page there should only be one goal? So make sure the landing page you only have 1 CTA.

But it may be repeated.

So in one of your pages may have more than one CTA but its function should be the same.

placement CTA

There are 2 placements are most common:

Above the fold
At the bottom (in accordance AIDA)

The term "above the fold" means the part that directly appears on the screen when a new landing page is opened without the need to scroll down.

For short landing page, above the fold location is usually the best.

As for the length of the landing page, bottom location is the ideal place. But just to be safe you can put in both locations.

Nevertheless, these two locations is not necessarily optimal.

It all depends on the structure and copy that you have created. Therefore we recommend doing the testing.

Writing CTA to eliminate the fear

Do not just use these words only in the CTA:

List
Download
submit
Click here
Buy

Too ambiguous. and creepy.

Add or change into other words are more friendly.

CTA were good at explaining what happened or what will they get after resuming.

As an example of CrazyEgg above. So visitors know what would be obtained after pressing the button.

For registration landing page, you can play the words of the CTA. So make according to your creativity than simply using the "list".

Answer these questions to make your registration CTA text:

What benefits will they get after resume?
Where they were taken? (Should correspond headline)
Is it free? (Check if it's free)
What will they do next?

What about sales?

If in the next step the visitor immediately taken to the payment page, then your CTA should "Buy [product name]"

To reduce the fear, the solution provided:

Money back guarantee
Free trials
Price discounts
Price plan options (if any)

Like this:

And this:

3. Perform the test to get the best results

In copywriting and landing page, we do not know the "secret" powerful for all conditions.

There is no template that can always provide the highest conversion.

We can learn the concept, but in practice because it offers every person is different, then you can do is to apply the concept into a copy of your own creation.

And the result will never be the same.

That's why we ourselves have to do the testing.

This test is named A / B test or sometimes called split test.

That is, in the same period we present two or more variations of copy (or design) that had different.

So for example there are 1000 visitors .. 500 people looking for variations A, and 500 more see variations B.

Example:

Both have the exact same page. The only different title.

It turned out that after the A / B test, on the right, get a conversion rate of 307% greater than the left

Things like this are very common place in copywriting.

How?

If you use a service like Unbounce or LeadPages to create a landing page, they already had a feature A / B test default.

Otherwise, you can use the service free Optimizely within certain limits.

Or use Google Analytics if you want a truly free. Read the tutorial.