THIS Is Why Your LANDING PAGES Don’t Convert

in my experience most marketers who are driving paid traffic are wasting between 15 and 50 of that traffic driving it to bad landing pages bad doesn't just mean ugly by the way there are plenty of Beautiful Loser landing pages out there as well a bad landing page is just one that doesn't convert as much traffic as it should or it converts the wrong type of traffic now with most marketing channels becoming more competitive than ever us marketers need to be squeezing the last drop out of every paid campaign that we run and the landing page performance can be the difference between having a really scalable profitable campaign and having a campaign that is underperforming that you have to cut leaving your competitors to share the spoils so in this video I'm going to share some golden rules that we at exposure ninja have developed over the last 10 years of building landing pages for businesses all around the world I'm going to show you some examples and also some counter examples so that by the end of this you'll be able to build High performing landing pages to drive more leads and sales to your business let's go element number one their use of credibility remember that traffic to your landing pages will likely be cold I. E won't have a prior relationship with your business or your products or services so you've got a few seconds to demonstrate why people should trust you notice on on this landing page how boxed uses a few subtle but incredibly effective credibility triggers the first credibility trigger is this little watch our TV ad in the corner it's a nice little Flex just to let you know that they're big enough and established enough to run tv ads the second credibility trigger is this stuff down here now you'll know that we're exposure ninja are a big fan of use of third-party review sites to build credibility and they do a great job here in a number of ways they've got 4. 9 out of 5 which is both very reassuring and also very credible because it's not quite a perfect five out of five that would arouse some suspicion they've also got 14 and a half thousand reviews that have been left showing that you would not be the first person to trust them and we'll come back to social proof a little bit later on use of the phone number in the top right hand corner is another credibility trigger because this shows that people can get hold of them if there's any issue further down we've got a list of Partners and these Partners really range some are sports teams that they sponsor some of companies that they advertise with and some are actually Equity owners of the company but the reason that they use all of these recognized names in the partner section is again to build credibility to show that even if you haven't heard of boxed before you will have heard of some of the companies that we partner with the rest of this landing page is hacked full of credibility as well we've got videos which personalize the service we've got more ratings and reviews we've got price promise and their gas safe certification okay now if I was gonna get picky I'd say this call to action get a new boiler is a little bit High Commitment if we compare this to one of their competitors iheat.

co. uk you can see they use a much lower commitment call to action C boiler prices which is much more likely to get a click through but the layout of this page is brilliant they just need to watch our video on how to choose the perfect call to action and they'll be golden now contrast that to this landing page from quicker which I'm afraid we've rinsed their digital marketing before and we've actually spoken to them about it on the back of that rinse but anyway this landing page they're driving paid traffic to and it really doesn't do a good job of demonstrating credibility quickly see cookers sell boiling water taps this business is a phenomenon they are taking off they've got a whole bunch of the top influencers in the World using their product they've got influence and relationships they've worked with celebrities they've sold a huge number of products this is a really aspirational product but where is any of that demonstrated on this landing page nowhere they could just add some really quick stuff they could add number of units sold in this benefits bar they could add some pictures of influencers or famous people who have quicker Taps using them on this page landing on this page you would have no idea that this business is the market leader by a long way now to be fair to them they do have some review stars but it's 8. 9 reviews out of five and it's buried right at the bottom of the page where fewer than two percent of people will ever click so if Iowa cooker I'd be building a dedicated landing page for this paid traffic and I'll be cracking credibility eggs all over that thing so over to you do your landing pages demonstrate credibility in the first few seconds that someone lands on them element number two their use of an attractive lure the more attractive the incentive the more likely they are to act this next page converts at 21 now you may have heard about our world famous website marketing review basically this page at explosionenger.

com forward slash review there's a form on here when you fill it in we ask you for a bit of information about your business and your marketing goals we then record you a video which we send over to you by email showing you how to generate more leads and sales to your website specifically everything's tailored to you over the next six to 12 months it's completely free and it's unbelievable and this is the page where you request it on exposureninja. com forward slash review now being completely honest this is the entry point for people to become clients of exposure ninja this is the first step in our sales process so we could have just said if you're interested in becoming a client of exposure ninja just contact us but that's not enticing enough to get anybody except the most highly motivated people to act in order to get people to act we need to offer something more that's why we have this incredible free review and we do thousands of them so let's look at how we entice people to get this review well firstly we've got some credible ability up here about the awards that we've won then we've got the review Stars again we're demonstrating credibility then we show you some of the results from people that have had this review so we've got different businesses that have had different increases we've got people who've increased their traffic by 245 we've got someone who increased their lead volume by 820 then we've got information about how the review Works we've got a video showing you a preview of the review we've got who the review is for we've got testimonials from people who've had the review we've got the industries that we vote for some video testimonials we've got more information about the results that you can get from your reviews more testimonials more testimonials testimonials more reviews information about who exposure ninja is more reviews and then FAQs and then a whole bunch of logos of businesses that we work with and awards that we've run at the bottom look how hard we are selling a free review most businesses don't sell their service as hard as this and we are selling a free call to action we're really making the look as enticing as we possibly can now to let you into a little secret most service companies like agencies suck at marketing themselves they will just have a little form on their contact us page and they will rely on people navigating their way to the con that page and getting in touch they'll get a 0. 5 conversion rate on their website and they'll go to networking meetings and complain about the referrals drying up and how bad the economy is but the more enticing you can make the law the incentive for someone to get in contact with you the more leads that you'll convert now we talk more about how to design the perfect look in the CTA video which I'm going to link to at the end element number three ninja objection handling now you're probably familiar with objection handling as a concept in the sales process most sales teams will have a script of objection handling where they have the common objections that prospects might have and how to handle each of these but very few businesses think about objection handling in their marketing before a lead even comes in but if you think about it that doesn't make any sense because there are objections that your prospects will have before they even contact you and some of these objections will stop them from even contacting you in the first place so if you only handle objections of the people who've contacted you there's all this other groups that didn't even get to that stage because they didn't get their objections handled so for this example we're going to look at the private jet chart industry now let's imagine for a second you and I are going on holiday and we don't want to have to slum it with the trolls on a big airliner we want to go private now we might want to Charter a jet now if we're going to charge to a private jet one of the main objections that we will have before we can even contact a firm is do they operate in our area do they fly to the places do they have jets in the places that we want to fly from and do they fly to the places that we want to fly to unless we can get that question answered it's unlikely that we would reach out to anyone because they're just simply not relevant for our inquiry this landing page on privatejetcharter.

com does a great job of handling that objection immediately by having a fairly typical sort of where you're going from where you're flying to box like you would see on any site like Skyscanner for example so we can work out from this is this business even able to serve us if yes then we move to the next stage and we might reach out now contrast this with Warren Buffett's netjets Warren might be a great Capital allocator but he sucks at landing pages and this is horrible for cold traffic because it doesn't handle the most fundamental objections that people will have now granted this is a different proposition to the one we just looked at this is about leasing rather than just renting a jet for one or two flights but even so the most basic objections are not handled on this page this page assumes that you have prior knowledge about netjets which is a disaster for conversion there's no information about location or destinations there's no lure why should I get in contact with you what's gonna happen there is a form right at the bottom of a page where the fewest people are going to get to come to think of it they're not even trying to demonstrate credibility and there's no social proof now the volume of leads that they will be getting from this page will be incredibly low and far below the potential and because they do such a poor job of allowing visitors to pre-qualify themselves the quality of some of the leads that they'd be getting through would also be absolute trash come on Warren you're better than this element number four clever use of social proof now I might not know anything about your business I might not know anything about your products or services but if loads of other people have chosen you before then that makes me feel that you're a safe bet as far as I can tell this is the entire value proposition behind nfts now let's imagine that you want to sell your car far so you might go to Google and you might type in sell my car and if you're in the UK you might see this landing page this is carlwell. com sell your car there's two ways that they demonstrate social proof on this page the first is by showing the number of dealers that they have in their Network this builds credibility because if 3 000 plus dealers all over the UK have signed up for this then obviously I'm not the first mug to give it a go the second way they've demonstrated credibility is from our review stars and by showing the number of people that have used this service they do have other credibility triggers for example the Publications they've been seen on and the objection Handle by explaining the process contrast that with this disaster of a landing page this is your redcar. co.

uk now I could rinse this for an hour but we're going to talk specifically about social proof here now the headline click Buy Reward the whole thing seems to be focused more on this 75 pound e-gift card than the fact that I want to buy a car now when I want to buy a car the most important thing to me is actually finding the right car not getting a gift card but let's ignore that minor point for just a second buying a car is a high risk purchase and I've had my fair share of rubbish cars over the years in fact I remember going with my brother to pick up a Audi TT that he impulse purchased from this dodgy second-hand place the thing broke down on the way home from the garage so buying a car is a scary thing for most people so you need to over leverage on social proof to make people feel safe so at this site how does it make people feel safe well is there any evidence that anybody has ever used this business there are no reviews there are no testimonials there are no customer numbers they seem to be more preoccupied by a 75 pound e-gift card reward I don't even know what that is then selling car cars now unbelievably this page and this whole service seems to be run by Santander which is the world's 16th largest bank so if they wanted to find some social proof they could find loads for example they could share the number of cars that Santander has helped finance they could share the number of dealers in the network they could share the number of people who go on to buy a car with Santander Finance each year there are loads of social proof statistics that they could use to make this page feel more trustworthy but because they've done none of that this page is going to be converting at really really low rates and my guess would be that this initiative will probably get killed at some point because it's been decided that it doesn't work which is a real shame because by fixing up this landing page they can make it much more productive element number five they make it easy this is so obvious I'm not going to spend a huge amount of time on it but I'm going to show you an example of a personal injury client of ours where we may get incredibly easy for people to convert now the game with personal injury particularly in this space is to get people to convert as quickly as possible because the second somebody has an accident the entire legal industry descends on them trying to sign up their case so what did we do on this landing page demonstrate massive credibility handle objections with location and then make it easy for people to contact you click this button and it rings now let's look at a business in a slightly different area which really doesn't make it easy to Converse at all Siemens health and is now I'm sorry Siemens I'm going to pick on you again but this site is a really easy target now if you're on this site you might be shopping for a CT scanner an X-ray scanner an MRI scanner for your hospital or your hospital group so you are a valuable customer now let's look at how easy it is for you to convert on this page now this I mean this is a landing page but it's not really a landing page it doesn't do anything to demonstrate credibility there's no lure whatsoever there's not really any objection handling and there's absolutely no use of social proof but let's assume that all of those were in place how easy would it be to convert well have a look and see if you can spot a CTA foreign [Music] now the people visiting this site might not know very much about CT scanners they might not know which is the right one for them so actually talking to someone and having some help make this decision might be really useful imagine that there was a call to action that just said need some help talk to one of our Specialist Team today name email address optional phone number message Bingo element number six they promise a result so what is the result that you are promising to people who get in contact or request whatever it is that you're offering on your landing page now one sort of Industry category that does a great job of this is software here we're going to look at an example of a zero landing page for accounting software and you can see how they're emphasizing the benefits of xero and they're making their CTA very easy to request so xero makes small business accounting easy so that's the thing that they're selling easy time saving so keep those things in mind as we scroll down this page we're talking about automation we're talking about running it on the go getting paid fast the reconciling in seconds right this is all time saving or easy everything you need easy send invoices bank reconciliation payroll reporting easy easy easy plans to suit your business easy peace of mind with free support and security easy over three million subscribers use xero social Brew your questions answered I.