Wage Media

03/06/2020

Following the worldwide increase in e-literacy, the coaching business is booming in Europe--especially now during a time of global crisis.

Following the worldwide increase in e-literacy, the coaching business is booming in Europe--especially now during a time of global crisis.

13/05/2020

A/B Testing Terminology:
*Variant: Variant is the term for any new versions of a landing page you include in your A/B test. Though you’ll have at least two variants in your A/B test, you can conduct these experiments with as many pages as desired.
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*Champion: You can think about A/B testing like gladiatorial combat. Two (or more) variants enter, but only one page leaves. This winner (the page with the best conversion performance, typically) is crowned the champion variant.
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*Challenger: When starting a test, you create new versions (variants) to challenge your existing champion page. These are called challengers. If a challenger outperforms all other variants, it becomes the new champion.
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Assigning Traffic Weight in an A/B test:
The main factor that decides how much weight you would ascribe to your page variants during a test is timing: whether you’re starting the test with multiple variants at the same time or testing new ideas against an established page.
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*PRO TIP. Keep in mind you need to drive a certain amount of traffic through test pages before the results are statistically significant. You can find calculators online (like this one from ).
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Starting from Scratch:
If you’re starting a new campaign and have several ideas about which direction to take, you can create a variant for each idea.
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You’d most likely assign equal weight to each version of the landing page. For two variants, that’d be 50/50. For three, it’d be 33/33/34. And so on. You want to treat them equally and pick a champion as soon as possible. As you have no conversion data on any of the pages, begin your experiment from a position of equality.
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Testing Existing Landing Pages:
If you have already have a page that you want to try some new ideas out on, it’s usually best to give your new variants a smaller percentage of traffic than the existing champion to mitigate the risk inherent with introducing new ideas.
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This will be slower. It’s not recommended that you try to accelerate an A/B test by favoring new variants though, as they’re not guaranteed to perform well. (Remember, A/B testing is all about mitigating risk. Test wisely!) @ The Hague, Netherlands

13/05/2020

The Benefits of Using Video on Landing Pages
Videos allow visitors to experience your message with little effort beyond an initial click. They also let you convey ideas that images, copy, and animation cannot—and they do it in a format that’s universally compelling.
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For all these reasons, adding video is one of the more effective ways to boost engagement and conversion rates. There’s plenty of evidence to support this:
* Video marketing works.
Marketers who incorporate video into their campaigns experience 34% higher conversion rates (Aberdeen Group).
* People consume tons of video. According to , they’ve spent more time watching YouTube unboxing videos on their phones than it would take to watch “Love Actually” 20 million times.
* Your competition is probably using it. 60% of both B2B and B2C marketers use video for marketing.
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13/05/2020

Landing Page Best Practices
Building a landing page can be deceptively easy.
To give you a better head start, here are some best practices that have been proven time and time again to boost conversion rates and reduce cost-per-acquisition.
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3. Use directional cues to direct the eye
It’s rare that a landing page is so short that nothing appears below the fold, so including visual indicators drawing the eye downward is a good idea. These cues can include literal pointers, like arrows, as well as other shapes, images, animations, or even copy that keep visitors happily scrolling and reading.
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Similar directional cues should be used to help prospects find your call to action. Use bold, contrasting colors and an easily recognizable shape—buttons should look like buttons—so that the CTA pops out from the rest. You can even use arrows, animations, or even picture of pointing people to draw further attention to it.
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4. Show your product/service in action
Showing your product or service in a real-life context helps visitors imagine themselves as your customer. It’s also an effective shorthand for explaining how your product or service works. Whether you use still photographs, step-by-step animations, or demo videos, visuals can help you to capture and keep their attention. Your hero image section is a great place to do this.
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5. Remove navigation and other distractions
A great landing page focuses on a single conversion goal, so minimize other distractions that might carry visitors away. Resist the urge to include unnecessary links away from your landing page, including site navigation, additional calls to action, or even links back to your homepage. Your landing page will work best if it stands alone.
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6. Include (authentic) social proof
Most of your visitors are savvy enough to distrust typical marketing spiel. (Unless you’re profoundly original, they’ve heard it all before.) No matter how good you think your offering is, including the voices of satisfied customers and community members can add an air of authenticity to your claims that even the best copy will lack.

13/05/2020

Landing Page Best Practices
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Building a landing page can be deceptively easy.
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To give you a better head start, here are some best practices that have been proven time and time again to boost conversion rates and reduce cost-per-acquisition.

The first rule of landing page best practices is this: they are a starting point to help you construct your best first attempt at a landing page. After that, you need to experiment and let the customers decide what they think is the best converting page for the job.
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1. Ensure your messaging matches your ads
One major reason you should be using landing pages in the first place is to ensure you’re sending people to a page that matches their expectations. Make sure that you signal that visitors have made a “good click” by matching your landing page copy (and design) to the ads you’re running in search or social.
For example, an ad for retirement communities that brings visitors to a landing page focused on luxury condos is likely drive more visitors away than one that stays on message. If you’re running many ads with different headlines, consider creating variant pages (or using Dynamic Text Replacement) to ensure message match.
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2. Keep the action above the fold
The term “above the fold” refers to the upper half of the front page of a newspaper. These days, though, it more often describes what’s visible on a screen before scrolling down. Either way, it’s valuable real estate, and you’ll want to make the most of it.
Keep your headline, unique sales proposition, and, most importantly, your call to action highly visible by placing these elements above the fold. Don’t cram more than you need to onto the screen—too much above the fold can make it difficult to see your CTA—but make sure everything a visitor needs is visible from the get-go.
* PRO TIP. Screen resolutions can vary a lot, so and not what appears for your fancy new iPhone or state-of-the-art laptop.

13/05/2020

To Sum Up
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Designing and building a landing page that converts is a delicate art. As a marketer, you need to wear many hats:
* Marketer
* Salesperson
* Designer
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As a marketer, you need to find the right content, conducting A/B tests along the way to find the most optimized result. You’ll have to test things like headers and footers, links and social media buttons, CTA buttons, etc. All of these can have an effect on the conversion rate of your landing page and, and the marketer, you need to address them.
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As a salesperson, you need to understand the needs and pains of your customers in order to find the right words that create the highest level of engagement from your audience. Link the visitor’s problems with the value that your solution provides so they know that they can’t live without your business.
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Finally, as a designer, you need to well… design! Think about how the user will experience the page and create CTAs that standout and an experience that doesn’t place too much pressure on the visitor, providing a pleasant, yet targeted experience.
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At the end of the day, your landing page visitors are your guests. Treat them to the kind of experience that will make them want to stay way to the late hours of the night.
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Now that you have some quality examples, it’s time to take their inspiration and craft your own to really boost your conversion rates!

13/05/2020

5. eBook Landing Page
The goal of the eBook landing page is to capture visitors’ contact information in exchange for a downloadable resource.
Prominent features of this landing page:
* The headline shines brightly. It communicates the value to visitors immediately.
* The copy is separated into chunks, making the text easier to read and digest.
* The image pulls the attention of viewers and serves to reinforce the offer.
* The big wide form on the right consumes the major portion of the page. It’s like it’s fighting for attention from the text and the image, and it’s WINNING. This isn’t great.
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Tips for optimizing this landing page:
* Make sure to capture information in as few form fields as possible.
* This page could be more engaging with social proof (use quotes that praise the asset).
* Supporting copy on the graphic to the left can be shorter and more targeted.
* Feature the description and value proposition for the resource (in case ebook) more prominently than the form fields.
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6. Promotional/Contest Landing Page
To maximize the number of people who enter. This is done by playing up the value of the offer or prize in order to entice visitors to give up their contact information.
If you’re using a page like this and you have customers or visitors in Europe, be sure that you provide explicit opt-in options that are compliant with the GDPR (General Data Protection Regulation).
Prominent features of this landing page:
* The header is the winning factor of this landing page
* The bullet points do a good job of showcasing the list of incentives for winning the prize.
* The message creates a strong sense of urgency by mentioning the deadline and number of potential winners.
* The CTA button pops with the shadow effect, making it more visible and actionable.
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Tips for optimizing this landing page:
* Minimize the copy and avoid cluttering the landing page.
* No social proof to see what others have gained from the experience in the past.
* It may pay off to communicate the message more quickly.

12/05/2020

More Inspirational Landing Page Examples for You!
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3. Resource Download Landing Page
A resource landing page is a page on a site offering a useful resource to visitors. From whitepapers, to videos, reports, and even short guides — the goal is to provide the free resource in exchange for a visitor’s contact information.
Prominent features of this landing page:
* The first thing to notice is the curious headline right on top. It immediately communicates the problem that their resource will help you resolve. That can have a very strong effect on incentivizing more downloads.
* They also use the red color strategically on the top and bottom of the form to immediately draw your attention to the form.
* The combination of black and red actually gives the page a sleek, yet sassy look as well.
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Tips for optimizing this landing page:
* Use a quote or a testimonial from a customer to make the asset more compelling.
* Make it more visually appealing by adding a graphic of how the resource would actually look if it was tangible.
* Use more lively graphics in the bottom three descriptions of the content you get inside.
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4. eCommerce Landing Page
An eCommerce landing page is designed with a single purpose in mind: to convert visitors into solid leads and buyers. The goal is to get leads to convert more, make more sales, and more profit.
Prominent features of this landing page:
* Product images are big, which often leads to more clicks on the product.
* The design is unique and aesthetically pleasing without being overbearing.
* The ‘Buy Now’ button with the border is a subtle, but still powerful CTA urging visitors to click and make a purchase.
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Tips for optimizing this landing page:
* Make sure that the page linked to from the product image and CTA in your email is a checkout page or dedicated product landing pages so you can achieve a higher conversion rate. You don’t want the user clicking on a product link only to end up on the homepage of your site. This will cause them to lose all motivation.

12/05/2020

Now that you know the basics, let’s look more closely at how this looks in practice. Here are some inspirational landing page examples for you to give you some ideas on how to spruce up your own!
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1. Signup Landing Page
Probably the most common use case for a landing page out there, the signup landing page is used for exactly what it sounds like: encouraging visitors to sign up for a product, newsletter, or another type of account. These pages usually consist of a quick description of the offering, followed by form fields to collect information for the signup process.
Prominent features of the landing page:
* The headline grabs the attention of the reader by using statistical data and bolding the text.
* The dark form with the red button calls for action. They stand out from the rest of the page.
* The company logo tells the visitors that it is serious business and acts as social proof.
* The gravity of the page makes it alluring to cautious investors. (The excessive use of fine prints can be toned down a bit though.)
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Tips for optimizing this landing page:
* Be sure to keep form fields to a minimum. Only collect what you need.
* Communicate the value proposition of signing up very clearly.
* Avoid too much fine print that might scare away visitors before completing the signup CTA.
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2. Event Landing Page
Landing pages are perfect for event promotion because they aren’t a core page on your website, so they can be easily changed when the event details are updated.
Prominent features of this landing page:
* The header is professional and instantly conveys the large scale of the convention.
* Just under the header, you have a big picture of an influencer
* List of benefits right underneath draws the reader in toward action.
* Though not visible in the image, this landing page also listed the event speakers right after this segment.
* The process is streamlined
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Tips for optimizing this landing page:
* Provide as much information about the event as you can (e.g. price, speakers, activities, themes, sponsors, etc.).
* Use social proof.
* Consider including an option to “share” or “invite” others to the event so you can expand your reach.

12/05/2020

Landing Page Examples that Actually Convert |
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Take a look at some of these marketing landing page examples to get inspiration on how you can improve your own!
Marketing landing page examples:
* Signup Landing Page
* Event Landing Page
* Resource Landing Page
* eCommerce Landing Page
* eBook Landing Page
* Action Landing Page
* Promotional Contest Landing Page
* Nonprofit Donation Landing Page
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So, you’ve got paid search ads going, your pages are optimized to generate good organic traffic, and your social ads are set up as well. Voila! Your marketing game is on point. But, if this still sounds a little too out of reach to you, don’t fret – with a bit of inspiration, you can get there, too.
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If people are visiting your site, but you’re not seeing your conversion numbers move, don’t throw your hands up and quit on your marketing too soon.
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You have to investigate your website visitors’ behavior to understand what the problem is. Take a look at what people do after they go through your ads. If your landing page isn’t great, it’s like you’re fishing without a net: you’ve gotten your visitors this far, but you’re not able to get them into the boat.
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While traffic is nice, we don’t just want people to visit our pages and leave – we want them to take action once they arrive. So, let’s make it as easy as possible for them by implementing elements from the kind of landing page examples that actually CONVERT.
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Before we share some inspirational landing pages with you, you should know that the best examples will always have a strong call to action (CTA).
The CTA is the action that you want visitors to perform as a result of landing on your page:
* Buy Now
* Sign Up
* Try It for free
* Contact Us
* See Our Demo
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It’s amazing how a single button can make or break a conversion.
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Whatever you need to do to move people further along your acquisition funnel, that’s what you should ask of them, and you should be doing it clearly.

12/05/2020

To Conclude…
A landing page is essentially a puzzle. The right pieces have to come together. All the elements should form a page that guides the visitor toward conversion.
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Companies see a 55% increase in leads (written by ) when increasing their number of landing pages from 10 to 15. So, focus on your conversion rates and study the landing pages of your competitors. This way, you’ll know where to invest your time on getting more clicks and conversions – all while spending less money!
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12/05/2020

Establish a clear goal.
You should always be approaching your landing page game with specific objectives in mind. For example, maybe you’re trying to:
*Generate leads for your sales team?
*Get more visitors to download an eBook?
*Sell more of a certain product?

Each objective calls for a different strategy in creating the content, design, and CTAs for your landing pages. If you want to capture the attention of your visitors and encourage them to take the next step, you need to establish what it is you’re trying to achieve. A one-size-fits-all landing page is not a solution. Each should be unique, clearly conveying the desired action or outcome that you want from the visitor.
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Avoid creating too much friction.
If you find yourself in a situation where you have a landing page, plenty of traffic, but no conversions, the number of form fields may be causing the problem. Keep in mind that the optimal number of form fields for the most conversions from your landing pages is three, though this may be different for your specific audience.
Adding too many form fields creates friction to the conversion process, which reduces the success rate of your page. Be sure to only collect the information that you need from your page visitors to make it easier for the contact to interact with your small business landing page.
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Don’t forget to follow-up.
In sales and marketing, the follow-up can make or break your success. If you’re collecting email addresses from your landing page visitors, be sure to establish a relationship with them through a follow-up process. Send your visitor a to continue the engagement.
This is where comes in. Once you have a lead, you can use lead scoring and lead nurturing to continue building that relationship and moving leads closer to a conversion. Client relationships are essential for small businesses, and using a marketing automation tool to scale one-to-one communications with new leads and customers is a great way to start off on the right foot.