| Date: 13 April 2011, 17:38
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FLV/AVC, 475 kb/s, 640x480, 30 fps | AAC, 49.8 kb/s, 48 KHz, 2 ch | 4h 30m | 632.92 MB
Genre: eLearning, Pay-Per-Click Advertising | Language: English
Have you worked hard to master AdWords?
Are you spending good money to get Google searchers to click your ads and visit your website?
Do most of them leave without buying and without giving you their contact information?
If you can answer YES to all three questions, please take two minutes to read the rest of this page.
Is Your Landing Page a Brick Wall?
If you have analytics set up on your site, my prediction is that you would be shocked at how quickly most AdWords visitors abandon your website. Within seconds, many of them.
In the screen shot below, check out how many ad groups are throwing expensive visitors at landing pages that cause the “Run Away Screening” reaction. If you have Analytics hooked up to your AdWords account, chances are you’ll see the same basic pattern.
The ad groups highlighted in red are generating lots of bloody noses, due to a combination of short Time on Site and high Bounce Rate.
Why do they run away so quickly?
Because your landing page is a brick wall, unintentionally designed and built to stop your hottest prospects cold. It’s like your best prospects ran straight into your landing page and broke their nose.
What is a Landing Page, Really?
Let me answer with a parable that I posted on my blog last month:
You wake up and there’s an inch of water on your living room floor, and it’s rising. Discovering a burst pipe in a closet wall, you grab the phone book and call the first plumber who offers emergency service.
Ring ring.
“Hello, this is Oscar and Felix’s Plumbing Service. How may I help you?”
“I’ve got a burst pipe and it’s flooding my house.”
“Oscar and Felix’s Plumbing Service has been operating in your town since 1987. We specialize in custom kitchen plumbing, septic systems, replacing old pipes with copper and PVC, and unclogging stopped drains.”
“Didn’t you hear me? I’ve got a busted pipe and my cat is swimming.”
“Would you like us to send you, absolutely free of charge and with no obligation, our Special Report, ‘7 Plumbing Mistakes That Can Ruin Your House’? All you need to do is give me your full name, address, email, and phone number, and you’ll have that report in your email inbox in just 3 minutes.”
Click. Dial tone. You, the hot prospect, are gone, never to return.
Your Landing Page is the Person Who Answers the Phone
And your prospect’s search query is the first thing they say after you pick up.
For example, let’s pretend you sell information on how to use webinars to grow your business. One of your keywords is how to record a webinar.
When someone enters that keyword and clicks your ad, they’ve just called you and said, “Hello, I’d like to know how to record a webinar.”
Your landing page headline is your response. Most advertisers don’t take the time to create different landing pages for different keywords. So their reply to the search query is something like the following headline:
“How to Make Money With Webinars”
But in that case, you’ve totally ignored what your prospect just told you they want RIGHT NOW.
And that feels pretty disrespectful. Like the receptionist at Oscar and Felix’s Plumbing Service ignoring the immediate need of the caller.
Instead, your headline might read:
“How to Record Webinars without Compromising the Quality of the Live Event and Without Needing Expensive Equipment or a Degree in Engineering”
Now does your visitor feel heard and acknowledged? Might they spend a little time on your site, enough perhaps for you to share some value with them in exchange for their contact information, or even their credit card number?
But Landing Pages are Tricky
Unlike an ad, in which you can write a near-infinite number of variations in just 130 characters, a landing page offers the possibility of an infinity of infinite possibilities.
Headlines, fonts, colors, design elements, sub-heads, testimonials, audios, videos, placement of elements, body text, offers, forms, buttons, logos, font sizes, highlighting, font styles, mouse-overs – are you dizzy yet?
You don’t need some guru to tell you to just test stuff until you get it right.
You need a simple framework for understanding what a landing page is supposed to do, and what elements you need in order to turn a tentative first-time visitor into an engaged, interacting visitor.
Quiz question: The landing page on the left is beautifully designed. But can you spot the big mistake?
A few months ago I held a private Landing Page Clinic, as a special bonus for folks who signed up for Traffic Surge. Only about 40 people in the universe have ever seen this before.
It’s good stuff. If you’ve ever attended or watched a replay of a Landing Page Scorchfest, you have some idea of my ability to critique landing pages. But I don’t think I’ve ever made public the simple principles I use to evaluate and improve landing pages.
Until now.
What’s in the Landing Page Clinic?
Three foundational modules, each with videos that you can watch and listen to online. Plus, each module includes a Q&A section where you get to interact with me and fellow Landing Page Clinic members. Anything unclear? Post a question. Wondering how to apply a concept? Just ask.
Class #1: Landing Page Fundamentals (Instantly Grabbing Your Visitor by the “Me Me Me”)
“ * Learn the Landing Page “Prime Directive” – without this basic mindset for landing pages, you might be WASTING most of your effort.
* How and why your landing pages are different from your homepage (Ignore this at your peril… and only if you want poor quality scores)
* The “MDA concept” and why your page is toast if you aren’t using it
* How to tell the right story with your landing page (but tell the wrong story and your visitor will leave so fast, you’ll have to wipe skid marks off your page)
* How to use video to solve the thorniest landing page problems
* Examples of great (and lousy) landing pages ”
Class #2: Is It Hot in Here? (Building Irresistible Desire)
“ * How to use the “Joe Cocker Test” to BOND with your visitors instantly
* BB+DD+RR = Desire. Do you know how to use these 3 critical elements in a sure-fire recipe to create DESIRE?
* How to discover your customers’ objections with “sneaky” reverse engineering tactics (you won’t believe how simple (and fun!) this step can be)
* Heard about “Usability” but not sure if it’s something you can do? Discover quick, easy & inexpensive ways to observe your customers as they actually use your site…and stop guessing!
* 3 easy tools for finding out exactly why your visitors won’t buy – and what would make them open their wallets (they’ll tell you if you ask in the right way, at the right time) ”
Class #3: Let’s Get It Started In Here (Turning Desire into Action)
“ * Are you hiding the single most important element of your landing page (if they have to work to find it, they’ll go somewhere else)
* How to deploy the secret of “Choice Architecture” to change the conversation in your prospect’s mind from IF to WHICH ONE?
* How to use Trust Symbols properly on your sales page to overcome doubt at the crucial moments
* Isaac Newton’s discovery – and how it doubled my opt-in rate
* Contrary to what some gurus tell you, you can’t eliminate risk – but you can do this instead (and it’s wickedly effective) ”
Bonus Advanced Module: How to Beat the Google Slap
No matter how well your landing page converts, it won’t help your business if Google slaps it down for being too “hype-y,” too “sales-y” or too “pushy.”
In this module, Glenn Livingston and I explore a landing page model that gets great quality scores even in the Weight Loss market, one of the industries most heavily penalized by Google.
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