How to Develope a Landing Page that Closes the Sale – Dr. Ralph Wilson

How to Develope a Landing Page that Closes the Sale

Without an effective landing page for each and every ad campaign you undertake, you’re wasting money and customers. The ad attracts the prospect’s interest, but landing pages are supposed to pick up where the ad leaves off and lead the prospect to complete the transaction. The hours and hours it will take you to perfect your landing pages are an investment in success. Failure to do so results in failure, especially if you are in the direct marketing side of e-commerce. This short book explains exactly what a landing page must accomplish to get your prospects to complete their transaction and enable your advertising do its job.

Here is the table of contents for this 28-page book (fully revised November 4, 2004). In the new edition, the content is clarified, illustrated, includes a section on building trust, and expands significantly on the original 2002 version.

What Is a Landing Page? 4

The Job of the Ad is Different 4

Bridging from Ad Copy to Your Sales Pitch 5

British Airways Example 5

Internet Security Example 6

Keep Your Goal Clear 8

Simplify, Simplify 8

Long Copy or Short and Sweet? 9

Psychological Factors 9

Enhancing Desire 10

Creating a Rationale 10

Making the Offer Compelling 11

Building Trust 13

Open Small Windows that Answer Objections 17

Don’t Forget Your “Call to Action” 22

Easy Ordering Process 22

Paste in order button 22

Track Your Precise Conversion Rate — and Improve It 23

Ad Tracking Metrics 23

The Poor Man’s Tracking Method 23

Tracking by Tagging URLs 24

PPC Ad Tracking Programs 24

Multi-Purpose Ad Tracking Programs 24

Employ A/B Split-Testing 25

Study Other Effective Landing Pages 26

Appendix: Landing Page Checklist 27

About the Author 28

Why should you buy this book? Because if you follow its instructions, you can increase your conversion rate significantly for PPC ads, e-mail promotions, and product pages on your site. An increased conversion rate is pure profit — at no additional marketing cost. Let me illustrate.

• Let’s say you are selling $25 blue widgets.
• If you have 1,000 unique visitors to your landing page and sell a total of 10 widgets, your conversion rate is 1% and revenue is $250.
• If you can increase your conversion rate to 2%, the same 1,000 unique visitors will purchase 20 widgets and your revenue doubles to $500 — at no increased marketing cost whatsoever!
• If you can increase your conversion rate to 4%, the same 1,000 shoppers will purchase 40 widgets, putting $1,000 in your pocket — at no extra cost.

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