Capture Page Optimization Steps


    At the moment, the Internet marketing market is undergoing a number of turning points - today you can buy anything on the Internet, while lying on a comfortable sofa at home. For companies providing goods and services that have many competitors in their segment, the search for new customers by traditional methods is no longer so effective. In our century, convenience and ease play an important role in the purchase of goods. One of such comfortable means is the search and purchase via the Internet. And now everything is being done in order to make it as fast and convenient for the user as possible.
    Most of the inhabitants of the Internet are faced with the following problem: when they need to purchase something on the network, they get to sites that contain a large amount of content and just a huge list of different goods and services, most of which he really does not need ... As a result, he attention does not focus on what he was looking for, but on a bunch of things that distance him from buying: a large number of menus, different concepts and wordings, other services, third-party resource banners, incomprehensible and supposedly “cool, attractive Izayn ”, etc.

    So what am I leading to ...

    In this article I want to share some recommendations on how to DO NOT prevent the user from becoming a client, it will also be useful to those who engage in traffic arbitration and know firsthand what affiliate marketing and traffic monetization are based on CPA ( Cost Per Action ) model .
    So let's go! You have a business, but you need to build an effective strategy for attracting users to a site with a specific product or service. Below I will give specific tips on how to make a product page, thanks to which there will be a noticeable increase in conversions of visitors to leads ( potential customers ).
    Here are some simple step-by-step strategies that allow both experienced and newcomers to avoid the main mistakes in developing landing pages ( contact capture page, Landing Page, landing page, landing page ), as well as increase conversion ( target action, CTA, ratio of completed actions to clicks (expressed in%) ) already available:



    Step 1. A separate page for the source


    Using a unique page for each type of traffic will reveal the best source for a given product / service.
    For e-mail traffic, for example, the page will contain much more information about the proposed product. The landing page will be fundamentally different from the one created for another traffic source.

    Step 2. A / B - Landing Page Testing


    Your landing page can always be better. Just like a plant landing page, constant attention is needed to achieve the best results.
    A / B testing is the use of different landing options in business at the same time, the purpose of which is to identify the page with the highest conversion ability.
    Use this method constantly. Experiment with design, reformulate headlines, text. Conversion analysis will show which page should be left.

    Step 3. Request text = page title


    If the main title of your landing page or its context does not match the user's search query, it is likely that he will leave the page instantly. The same situation will occur when the context of the landing page does not match the user's expectations or does not match the image that was created by the banner or advertising headline that brought it to the target.
    Matching the page with user requests and expectations is an inevitable path to conversion.

    Step 4. Context of use


    Use the photo / video page of your product or service, as well as its use in real life.
    They say that it is better to see once than to hear a hundred times. A more complete picture of the product is created by visual images. It is necessary to influence the emotions of the user in order to affect the speed of his decision. When selling a service, depict the result. When selling goods, depict the pleasure or comfort of its use. Add more emotions and images, the visitor should see your product, and not read about it.

    Step 5. Using a video presentation will increase conversion


    According to research, using video on the capture page can increase conversion by 80%. By providing users with a passive participation mechanism, you can keep them on your page for a significantly longer amount of time, respectively, to penetrate the subconscious mind more, thereby influencing the decision.

    Step 6. Visual tricks to attract attention



    Use arrows, unusual colors, direct accesses in the text, etc., accompanying, thus, the user to the form of the target action.

    Step 7. The number of fields VS. Number of conversions


    This is a delicate balance:
    - you will make too many fields for data entry, and people run away from the effort to fill all of them. Also, taking into account the fields off topic, or perceiving some as too personal, they enter false data;
    - if there are few fields, this in turn affects the quality of leads, there will be many registrations from freebie seekers, and not from future customers.
    In this case, A / B testing becomes really useful. Installing several versions of the form and analyzing them will allow you to find a balance.

    Step 8. “Brevity is the sister of talent” A.P. Chekhov


    Reading detailed descriptions and boring texts drives users away.
    To paraphrase Steve Krug (author of “Don't Make Me Think”): throw away 50% of the text, throw another half out of the rest.
    As soon as possible, convey to the user what he will receive as a result of the action.

    Step 9. The ease of social sharing



    Add the use of Twitter, Facebook, VK ... and other widgets that allow you to share with your social audience about your offer with one click. Allow users who like the content on your page, service or product to freely share information about it with friends. This will significantly increase the flow of traffic to your resource.

    Step 10. Trust and social relevance


    Having feedback creates trust. But you do not have to succumb to the temptation, using fake ones - this is very felt and will instantly push the user away.
    In addition to those listed above, there is also a huge list of social media buttons, widgets, with which you can show how many people like the resource or follow you. Social movement and the “herd” sense of people will increase the flow of customers.
    Do not use images that are publicly available on the Internet, especially those that appear first in the search for images from search engines. You will demonstrate insecurity. The same goes for stock photos and obsolete text calls, reviews or articles.

    Step 11. One page - one goal



    In order to maintain focus on a specific action and increase conversion, do not explicitly mention any other products. For other products or services, you can use an individually designed landing page, and separate advertising campaigns for each. An exception may be a product that allows you to add small upgrades to the main product as part of the order.

    Step 12. Post-Conversion Marketing


    Using the confirmation page for further participation and receiving news about new products, bonuses, events (links and various options to follow you to other resources) is the right step in creating regular customers.
    You need to do more than just “thank you” on your “thank you page”. Start by adding one additional sentence or encourage others to follow your resources. Having done this, you will be surprised how much additional traffic this simple step will attract.

    Do not try to translate all the recommendations on one landing page. Choose the most effective content and presentation type for your audience. If you feel that the recommendations listed above are difficult for you to do at this stage - contact the professionals.
    To see live examples of landing pages with high conversions in leads can be found in affiliate CPA systems. You can disassemble individual cases in more detail at CPA Network.
    Experiment! Thanks for attention. Good luck!

    05.24.2012, Ivan Shevelev, CPA Network

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