Your marketing success and profitability are directly connected to the conversion rates of your advertising, landing pages, and website.
That's why conversion rate optimization is critical to your marketing strategy.
When your marketing formula successfully generates fresh leads, those leads will convert into buyers. Conversions are the key to consistentcy and predictablity for you.
*Often the results you're seeking are hidden in the simple details everyone else overlooks.
Here are some key parts to conversion rate optimization that you can make simple adjustments to and experience shocking results:
Advertising, Landing page, and Website Conversion Success (or failure) Starts At The Headline.
Here's how to grab the attention of your target market very quickly, so you can enjoy substantial increases in your conversion rates.
The attention span of your target market is very short.
Nothing controls the attention grabbing potential of your pages more than the headline:
* 8 out of 10 prospects who land on your page will read the headline.
* Only 2 out of 10 will read the rest of your page.
First impressions are everything, right?
Many people make the mistake of using a "features" rich headline vs. a "benefits" driven headline.
Powerful headlines that generate the highest conversions are BENEFIT DRIVEN. (The HOT BUTTONS)
Headlines that work will be focused on the RESULTS or SOLUTION (Benefits) the prospect is seeking out.
Consider these 2 Landing page/Squeeze page headline examples:
"New Software By Harvard PHD Being Used To Get 10,000 Website Visitors A Month"
"How You Can Generate 10,000 Hot Prospects A Month Without Spending A Dime On Advertising"
Landing page conversion optimization starts with knowing the results/solution (the "outcome") your best prospects are seeking out, and then using that as your marketing formula to focus on those results. Selling the "outcome" is what will increase your landing page and squeeze page conversion rates and opt-ins. Consider these examples:
"Features" focused headline: “Our loan reps have over 100 years combined experience.” (this is about themselves)
"Benefits" focused headline: “Eliminate stress with a ‘Worry Free’ home loan.” (this is about the results/outcome the prospect wants)You have to know what the real HOT BUTTONS are before you can optimize conversions. There are simple, proven techniques you can use to zero in on precisely what your best prospects are seeking out and exactly what Hot Buttons you need to use to increase your squeeze page conversions exponentially.
Discovering the real HOT BUTTONS for your target market can be done in less than 30 minutes, if you know how. "The Ultimate High Engagement Headline Generator" is a concise, 6 page PDF that's going to show you the techniques used by the Pro's to precisely pinpoint the BEST Hot Buttons for any target market and how to transform those words into persuasive ads, landing pages and websites with high conversion rates. When you download your own copy of The Ultimate High Engagement Headline Generator you'll discover the proven system for writing headlines that work!
Your conversion success hinges on quickly letting the prospect know the benefits they will get from whatever your offer is.
Headline One: “Our loan reps have over 100 years combined experience.”
(ALL about themselves)
Headline Two: “Eliminate stress with a ‘Worry Free’ home loan.”I call it: The "I" "We" "Us" Versus "YOU".
(this is ALL about the prospect)
Here are other examples of each:
Self-centered headline: “We listen. We understand. We make it work.” ("We, We, We")
Customer focused headline: “You deserve a banker who listens, understands and makes it work.” ("YOU")
If you want a shortcut to knowing exactly what words and phrases to use, you can have a free copy of my cheat sheet: "286 Persuasive Words For Headlines & Ads That Sell". When you get these time-tested shortcuts can help you increase your ads, landing pages, and opt-in conversion rates it makes it much quicker and easier to optimize your headlines, sub-headlines and ads so you can always get better results.
Here's How To Create Powerful Sub-headlines That Generate Engagement And Get Your Prospects To Take The Action You Want Them To Take...
When your prospect decides to move beyond the headline to dive deeper into your website or landing page because the headline grabbed their attention, the next stop their eyes should make is the Sub-headline.
The sub-headline is 1 or 2 sentences that expands on the benefits and the results your offer can deliver. Again, the focus is on the prospect and a conversion optimized sub-headline is one that sells the "outcome".
Here's an example of a simple sub-headline that is benefit and results driven:
"Discover How To Quickly Implement This Simple 3-Step Formula Proven To Get More Prospects For Your Business Than Ever Before In 90 Days Or Less."The "outcome" promised in this headline is "...Get More Prospects For Your Business Than Ever Before...".
*Objection One: "Is this hard to do?" Implied Answer: "No, you can do it in 3 simple steps."
*Objection Two: "How do I know this works?" Implied Answer: "It is Proven to work."
*Objection Three: "Does this take forever to do?" Implied Answer: "No, you can do it in 90 days or less."
There is a "universal" set of objections, both conscious and subconscious, which all people have when making buying decisions. Smart marketers know what these universal objections are and overcome them in their advertising content so that they are removed from the decision process before the prospect even has a chance to ask them. If you'd like to have my "Template of Universal Objections For Marketers & Advertisers" please grab that here. Having this valuable resource gives you an unfair advantage to conversion optimization success and creating marketing that sells.
Split testing is how you seperate the winners from the losers so you can maximize the results you get from your advertising.
Many marketers and advertisers rarely follow through on one of the most critical steps to squeeze page optimization which is "split testing". In short, split testing is how you seperate the winners from the losers so you don't lose money.
How do you know if "Headline A" you came up with is better than "Headline B"? And you MUST know this.
What if you decide that you think "Headline A" is best and you just run with it?
How much money are you leaving on the table (or losing) if "Headline B" actually produces a significantly higher conversion rate?
Split testing is the technique of running half your traffic to version "A", and half your traffic to version "B", while measuring the conversions so that you accurately know which one is better. There's no room for guess work with this if you want to increase conversion rates across your entire marketing formula.
Split Testing can easily be done with most any basic ad tracking service, such as Improvely. We use this one and highly recommend this service for its simplicity and quality reports.
Don't limit split testing only to headlines. You want to split-test your offer. For example, perhaps it's a free eBook offer that you use to get opt-in's. You'll want to test opt in conversion rates for different versions of the eBook cover image. You'll want to split test your Call-to-action, both the wording and color (Call to action is a big one), test the background color, background image, etc.
These are just some of the variables on a landing page or squeeze page that can effect opt-in conversion rates.
Conversion rate optimization means finding the winners and the losers to continuously improve on your success.
As noted above, the attention span of your target market is very short and shrinking by the day. What this means for you is your pages have to be very specific to a given RESULT or SOLUTION you know your target market is seeking out.
For most any product, service, or niche there are a range of problems and solutions. But today, in marketing optimization, one-size-fits-all does not work. You must create multiple points of entry (landing pages) targeting the multiple segments of your target market.
For example and simplicity, let's say you are in the " healthy fruit" business and you sell Apples, Oranges, and Bananas. A squeeze page offering "fruit" will not work. You must create a separate point of entry into your sales processes for each: A squeeze page for apples, another for oranges, and another for bananas. That is multiple points of entry and that is vital to landing page optimazation success.
Another example: Health and Fitness: 6-pack abs, strength training, cardio, etc. Each requires a unique point of entry in order to effectively capture the attention of that segment of your target market.
"Isn't it time for you to finally experience the confidence and freedom that a highly successful and consistent advertising strategy will give you? The results you are seeking are hidden in the simple details everyone else overlooks."
-Chris Moran, INC 500 CEO and #1 Best Selling Author
(Discover how to create a buying frenzy)
Chris Moran, INC 500 CEO and author of the #1 Amazon Best Seller, Customer Getting, is a seasoned marketer, and accomplished entrepreneur.
His main specialty is helping Advertisers, Marketers, Bloggers, Info-Product Sellers, Consultants, Coaches, Service Providers, and Experts successfully attract, convert and retain the best, highest value buyers with cutting edge marketing and automation processes so they can prosper and thrive.
His companies have been ranked on the prestigious INC 500 annual ranking of Americas Fastest Growing Privately Held Companies three times. He has been featured in in USA Today, Inc. Magazine, Entrepreneur Magazine, and numerous other publications.