April 29, 2020 5 min read Viewpoints expressed by Entrepreneur contributors are their own.
The following excerpt is from Robert W. Bly’s The Content Marketing Handbook. Purchase it now from Amazon | Barnes & Noble The majority of marketers I know who utilize landing pages to make direct sales online concentrate on & conversion: getting as
numerous visitors as possible to the landing page to location orders. Other web online marketers, when composing landing page copy, focus not just on conversion but likewise on seo: keyword selection and meta tag production that can increase traffic by raising the site’s search engine rankings. In addition to all this, smart online marketers are worried with a 3rd efficiency metric: catching e-mail addresses. If you have a 2 percent conversion rate, then for each 100 visitors to the landing page, only two buy. What takes place to the other 98 visitors? You will not have the ability to add their e-mail addresses to your list unless you include an intentional approach into your landing page to capture them. Here are 5 methods for catching the e-mail addresses of landing page visitors who don’t purchase. Every landing page you run need to use at least one. 1. Ezine Sign-Up Box This is a box where visitors
can get a complimentary enewsletter membership simply by entering their name and email address. The ezine sign-up box put prominently on the very first screen is an extensively utilized method
of email capture for
sites, but it’s less typically utilized for microsites and landing pages. That’s because if your heading and lead appropriately engage the visitor’s attention, they will not bother to register– they’ll just start reading. Then, if they lose interest or reach completion but do not order, and instead click away, you haven’t captured their email address. 2. Squeeze Page Understood as a preview page, squeeze pages are brief landing
pages that require need
to register with sign up name and email address e-mail they’re allowed to permitted on and read the long-copy landing page. In many cases, the long-copy landing page itself is positioned as a”report “that visitors can read after
signing up. For this to work, your landing page need to be written in a helpful, instructional style. Numerous capture pages use a content premium, such as a totally free report, just for sending your email address. Those looking for to catch snail mail in addition to email addresses make the premium a physical things that must be shipped, such as a free CD. Squeeze pages work well when your main source of traffic is organic and paid search.
That’s since search visitors coming to your website are just slightly qualified– they have actually chosen to visit based on just a few words in an online search engine description or paid Google ad. For that reason, they may not be inclined to check out a great deal of copy from an unfamiliar source. A capture page lets them take in the gist of your proposition in a few concise paragraphs. The main benefit of the squeeze page is that it guarantees you catch an e-mail address from every visitor who reads the full landing page. In addition, they’ve been pre-qualified, in terms of their interest in the subject, and are more likely to check out the long copy. 3. Email Capture Sidebar These are types built into the primary landing page as sidebars, once again making a totally free offer.
In a long-copy landing page, the e-mail capture sidebar generally appears early, generally on the second or 3rd screen, and may be duplicated one or more times throughout the page. The drawback of the e-mail capture sidebar is that the possibility sees it before they get too far in the sales letter, and therefore prior to you’ve ended up offering them and asked for the order. So, the danger is that if your product teaches, state, how to speak French, and the e-mail capture sidebar deals a free French lesson, the visitor will simply take the complimentary offer instead of investing money on the paid offer. 4. Pop-Under When you attempt to click far from the landing page without buying, a window appears that says something like,” Wait! Don’t leave yet without
declaring your
free bonus gift.” The benefit of the pop-under is that visitors see it just after they’ve read to the point where they’re leaving without ordering and the free material offer doesn’t compete with or sidetrack visitors from the paid product offer. The downside is that about 25 percent of U.S. web users run pop-up blockers on their gadgets, and many of these blockers will prevent your pop-under from revealing. 5. Floater A floater looks and operates just like a pop-up window, however it’s actually part of the landing page’s HTML code, and therefore won’t be obstructed by a pop-up blocker.
The floater
blocks a part of the landing page when you click onto the site. You can enter your e-mail or click the floater. Either action removes the floater and permits you to see the complete landing page. As you can see, all these email capture techniques provide some sort of complimentary material– normally a downloadable PDF report, an ecourse delivered by means of auto-responder, or an ezine subscription– in exchange for your e-mail
address. But be cautioned: The ever-changing Google algorithm punishes sites with floaters because, up until you click out of them, they block the homepage. Why trouble to optimize the capture of visitor email addresses on your sites? First, by sending an online conversion series– a series of e-mails provided by auto-responder– to these visitors, you’ll have another chance
to convince them to buy. Second, the best names for your e-mail marketing efforts are on your home elist. The faster you can construct a large elist, the more lucrative your online marketing ventures will become. Article curated by RJ Shara from Source. RJ Shara is a Bay Area Radio Host (Radio Jockey) who talks about the startup ecosystem – entrepreneurs, investments, policies and more on her show The Silicon Dreams. The show streams on Radio Zindagi 1170AM on Mondays from 3.30 PM to 4 PM.
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