Online business all boils down to two things: driving more traffic and converting that traffic. Sometimes, these two things happen instantly. Other times, you might have a more long-term strategy.
Regardless, you need a great landing page to make this combination work. Your landing page is the welcome mat, the honey that attracts and keeps the bees in your hive, the funnel your prospects slide through to ultimately buy your product, sign up for your webinar, subscribe to your email newsletter, and more.
Therefore, it’s crucial to use powerful and proven strategies, techniques, and systems that generate more visitors and conversions. If you don’t, you will lose massive chances to boost your company’s profits. Use the roadmap below and take it to heart.
Traffic Math 101
Many times when online marketers say that their website isn’t converting, the real problem is that they don’t have enough visitors. Even getting 1,000 visitors is chump change in a world where 1% conversion rates are considered the norm and 3% is considered incredibly high.
That’s why understanding how to drive traffic to your landing page and what to do with it, it’s necessary to understand that traffic generation is an investment, not an expense. Without enough visitors, you’ll never get your startup or product off the ground.
To see how much traffic you need to drive, do a quick calculation. Start with your desired profit number. Maybe this is a monthly figure or a one-time sale. For example, maybe you need to make $5,000 profit per month to consider your sales funnel successful.
Then, take the profit you get from one conversion. Say you sell “red basketball shoes.” If you make $50 profit for each shoe, then you need to sell 100 shoes per month to reach your desired profit ($50 x 100 = $5,000).
Finally, multiply the number of sales/conversions you need to make by 100 to see how many visitors you need with a standard conversion rate of 1%. For this example, you would get 10,000 after the calculation. So now you know you need to drive 10,000 visitors per month, or around 333 people per day.
Once you understand what you make off of each conversion, what conversion rate to expect, and how many visitors you need to drive on a daily or monthly basis, it’s time to look at your options for driving traffic. A number of sources are available today that help you achieve this. Some of them are free. Some of them cost money, the exact amount depending on how small or large your target market is and what niche you’re competing in. The easiest, most common, and cheapest method is SEO.
SEO (Search Engine Optimization) is all about ranking higher organically in the SERPs (Search Engine Result Pages). This includes Google as well as Bing and a few others. For the most part, Google is the king of this game. SEO is considered “organic” because the search engines rank sites based on how relevant they are to the search query as opposed to how much you pay for an advertisement.
SEO techniques are numerous. However, there are a few best practices you can adapt to ensure your web pages rank higher in the search results and are more likely to be found by prospects. The first is the use of relevant keywords.
Keywords are what people type into Google when searching for something. If someone has back pain, they might use keywords like “natural remedies for back pain.” To appear near the top of the search results for these prospects, use those keywords and variations of them throughout your written content.
In addition to keywords, you can also optimize other parts of your site. You can add something called an “alt” tag to your pictures which describes what the picture contains because Google can’t search images. This adds a small boost to your SEO. Also, the way you name your title tags and header tags can affect SEO.
Finally, don’t forget to complete your on-site SEO by making your site secure using https. Google now ranks sites higher that have better security measures in place. If you do this and the other technique above, you’ll be farther ahead than most when it comes to SEO. However, it isn’t just about the things you do on your page; SEO also takes cues from other dynamics.
Backlinks in SEO
Google updates their algorithms all the time. Some of these changes are minor. A few of the changes have been drastic for the way sites rank in online results, however. Notably, Google now ranks sites higher that have a healthy backlink profile.
Backlinks are any links that other websites include to your website. However, not all links are created equal. Google weights the power of these links based on the authority and relevance of the site linking to you. Therefore, a small blog that was published this week won’t have nearly as much SEO “juice” to contribute to you as a major website in your industry that has been established for years. And that’s a good thing, because at the end of the day it delivers a more pleasing and useful experience for searchers.
SEO is great, and it’s something every business should use. However, you might want to create more conversions on a short-term basis. Perhaps you’re launching a new product, service, or solution. Maybe you’re just testing the waters on an idea and validating it before throwing more dollars behind it. Whatever the reasons, paid traffic can be a great way to drive a lot of traffic quickly.
The obvious downside to paid traffic is that it’s more expensive than natural rankings. If you made 100% profit from sales with SEO, you now might be paying out 20%, 30% or more of the sale to your traffic source.
The primary sources of paid traffic are called PPC (Pay Per Click). This includes Google AdWords, Facebook Ads, and Twitter Ads. Each platform has advantages and disadvantages, so research all of them before deciding which one you will use as your main traffic source.
For example, Google lets you target people who are searching for a given keyword right then and there by displaying ads in the search results. Facebook marketing is more passive, as it displays your ad to a given market segment throughout various times of the day (and not necessarily when they’re looking for what you’re selling).
The Landing Page
Once you’ve decided on your sources for traffic, you need the landing page where they will arrive. A great landing page does several things. It is simple, but not easy.
First, a landing page must capture the attention of your visitors. It needs to stop them in their tracks. To do this, use eye-catching imagery and a headline that encapsulates what your offer is all about. “The world’s best veggie chopper” is a simple example.
On the left- or right-hand side of your landing page, have three to five bullet points listing the main benefits of your offering. For example, if you sell veggie choppers, your bullet points explain the speed, ease of use, price, lack of clean up, and other features of your chopper.
Info Capture / Sales Button
No landing page is complete without the call-to-action. You should have one primary action that you want visitors to take when they land on your page. This might be subscribing to your email list or even simply buying your product outright. Be sure to include either an order form or an email capture form where prospects enter their name, email, credit card information, and whatever other information you need to help them move forward.
People might have questions when they land on your page. Don’t simply let them keep these to themselves. It’s likely they’ll use these unanswered questions (also called objections) to give them an excuse not to buy what you’re selling. Include an in-depth FAQ and your conversions will soar.
Frosting on Top
If you use the basic format above, you can have success with your landing page. However, if you want to boost your conversions more than ever, use the power of social proof. This comes in the form of testimonials and reviews.
Ideally, you can show reviews for your product right under the order form or email capture form. Consider having your previous customers send you their best looking photos and some quotes about how much they love your company. Putting these on your landing page can go a long way towards getting the conversion you deserve.
In today’s hectic internet-driven marketplace, online technology has changed the game. Digital marketing relies on using powerful strategies and techniques to outsmart the competition. No longer can you throw up a simple landing page and expect people to sign up, subscribe, or buy. But if you use the strategies above you can win more traffic and sales now and into the future.