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The next excerpt is from Robert W. Bly’s The Content Marketing Handbook. Purchase it now from Amazon | Barnes & Noble or click here to buy it directly from us and SAVE 60% on this e-book while you use code MARKET2021 by means of 4/3/21.
Most entrepreneurs I do know who use touchdown pages to make direct gross sales on-line give attention to conversion: getting as many guests as attainable to the touchdown web page to position orders.
Different internet entrepreneurs, when writing touchdown web page copy, focus not solely on conversion but additionally on search engine optimization: key phrase choice and meta tag creation that may improve visitors by elevating the location’s search engine rankings.
However along with all this, savvy on-line entrepreneurs are involved with a 3rd efficiency metric: capturing e-mail addresses. You probably have a 2 % conversion price, then for each 100 guests to the touchdown web page, solely two purchase. What occurs to the opposite 98 guests? You gained’t be capable to add their e-mail addresses to your record except you incorporate a deliberate methodology into your touchdown web page to seize them.
Listed here are 5 strategies for capturing the e-mail addresses of touchdown web page guests who don’t buy. Each touchdown web page you use ought to use at the very least one.
1. Ezine Signal-Up Field
This can be a field the place guests can get a free enewsletter subscription simply by coming into their title and e-mail deal with. The ezine sign-up field positioned prominently on the primary display is a extensively used methodology of e-mail seize for web sites, nevertheless it’s much less generally used for microsites and touchdown pages. That’s as a result of in case your headline and lead correctly interact the customer’s consideration, they gained’t hassle to enroll—they’ll simply begin studying. Then, in the event that they lose curiosity or attain the top however don’t order, and as a substitute click on away, you haven’t captured their e-mail deal with.
2. Squeeze Web page
Often known as a preview web page, squeeze pages are quick touchdown pages that require guests to register with their title and e-mail deal with earlier than they’re allowed to go on and skim the long-copy touchdown web page.
In some circumstances, the long-copy touchdown web page itself is positioned as a “report” that guests can learn after registering. For this to work, your touchdown web page should be written in an informative, academic model. Many squeeze pages supply a content material premium, reminiscent of a free report, only for submitting your e-mail deal with. These in search of to seize snail mail in addition to e-mail addresses make the premium a bodily object that should be shipped, reminiscent of a free CD.
Squeeze pages work effectively when your main supply of visitors is natural and paid search. That’s as a result of search guests arriving at your web site are solely mildly certified—they’ve determined to go to primarily based on only some phrases in a search engine description or paid Google advert. Due to this fact, they is probably not inclined to learn plenty of copy from an unfamiliar supply. A squeeze web page lets them soak up the gist of your proposition in a couple of concise paragraphs.
The principle benefit of the squeeze web page is that it ensures you seize an e-mail deal with from each customer who reads the total touchdown web page. As well as, they’ve been pre-qualified, when it comes to their curiosity within the topic, and usually tend to learn by means of the lengthy copy.
3. E-mail Seize Sidebar
These are kinds constructed into the primary touchdown web page as sidebars, once more making a free supply. In a long-copy touchdown web page, the e-mail seize sidebar normally seems early, usually on the second or third display, and could also be repeated a number of instances all through the web page.
The downside of the e-mail seize sidebar is that the prospect sees it earlier than they get too far within the gross sales letter, and subsequently earlier than you’ve completed promoting them and requested for the order. So, the danger is that in case your product teaches, say, find out how to converse French, and the e-mail seize sidebar presents a free French lesson, the customer will simply take the free supply as a substitute of spending cash on the paid supply.
While you try to click on away from the touchdown web page with out making a purchase order, a window seems that claims one thing like, “Wait! Don’t go away but with out claiming your free bonus present.”
The benefit of the pop-under is that guests see it solely after they’ve learn to the purpose the place they’re leaving with out ordering and the free content material supply doesn’t compete with or distract guests from the paid product supply. The drawback is that about 25 % of U.S. web customers run pop-up blockers on their units, and lots of of those blockers will stop your pop-under from displaying.
A floater appears and features very similar to a pop-up window, nevertheless it’s really a part of the touchdown web page’s HTML code, and subsequently gained’t be blocked by a pop-up blocker. The floater blocks a portion of the touchdown web page while you click on onto the location. You possibly can enter your e-mail or click on the floater. Both motion removes the floater and means that you can see the entire touchdown web page.
As you may see, all these e-mail seize strategies supply some kind of free content material — usually a downloadable PDF report, an ecourse delivered by way of auto-responder, or an ezine subscription — in trade to your e-mail deal with. However be warned: The ever-changing Google algorithm penalizes websites with floaters as a result of, till you click on out of them, they block the homepage.
Why hassle to maximise the seize of customer e-mail addresses in your web sites? First, by sending an on-line conversion sequence — a sequence of emails delivered by auto-responder — to those guests, you’ll have one other alternative to steer them to purchase. Second, the most effective names to your email marketing efforts are on your home elist. The quicker you may construct a big elist, the extra worthwhile your internet marketing ventures will turn into.
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