Connect with us

Marketing

5 Easy Tips For Writing Landing Pages That Convert

Published

on

For online businesses, landing pages are without doubt the most important piece of puzzle. You need pages that not only convert readers, but deliver sales too.

The writing has to pull the readers in and generate conversion, ultimately resulting in a transaction.

Successful copywriters possess special skills that they’ve honed over the years. But the best thing is that you too can learn these techniques. Learn, and in time, master them. There are simple techniques at play here, and you can use these to create copy like an absolute pro.

Here are 5 basic tips on how to write landing pages that convert:

Benefits, not the solution

This is perhaps the most essential of lessons, but for better or for worse, not everyone follow it. Customers don’t really care about the products or service that you are offering. Fact. They don’t want to find out the solution you’re trying to sell.

Thing is, they already know the solution they need — they already have an idea of what they want. Thanks to the power of the web (and now social media), not only do people know the solution, they also have an idea of the kind of features and pricing that they are in for.

Your task is simply to lead in with benefits in your landing pages. Highlight the advantages people will get when they sign up or make a purchase with you. Benefits trump solutions, every time.

Killer headlines

People don’t really read your landing page from first pixel to the last. They scan the headlines, they skim the captions, the titles. Pay special attention to your headline, the sub headlines, and your call to action buttons, as these are the elements readers focus on the most.

If these hold their interest, starting out, they’ll read the major sections next, bullet points, short paragraphs, stylized text (bold, italics or underlined) and even image captions.

Focus on optimizing these as you write your conversion copy, and build around them.

Customer testimonials

Almost all (good) landing pages have some form of customer testimonials one way or another. This is really powerful stuff because basically, you’re not writing your conversion copy here, your customers are. Goes without saying, then, that testimonials produce conversions like nothing else.

These snippets of information from your buyers and subscribers are compelling. They’re golden. Paste them front and center if you can, on the landing pages you create, with pictures of your customers, for even better results.

Ask for action

This impressive technique is so simple, yet so overlooked. If you don’t ask for conversions, you’ll not get them. Everything you do (writing and design) should be focused on getting that final conversion, whether that is signing up for your newsletter, or subscribing to your service, buying your product.

Always keep this end goal in mind, and strategically place your call to actions throughout your copy.

Keep the writing simple

If you’re doing the writing yourself, it’s easy to fall into the trap of overly complicating things and using all manner of jargon and buzzwords. Even if you are a high caliber writer, your literary prowess is useless when it comes to copywriting.

Remember, your audience is going for simplicity — so should you.

Write short, simple and clear statements, free of clichés. A minimal sentence structure helps, short words don’t hurt, and not being overly fancy enriches the outcomes. Point being, if you can be simple in writing, you can write great conversion copy and create remarkable landing pages.

Melanie Russell is a seasoned online business reporter and has been writing about the web for as long as she can remember.

Click to comment

Editorial

The future impact of Artificial Intelligence on content creation

Companies and countries are starting to map out some of the potential ways this could play out.

Published

on

The impact of AI on content creation

Recently, in the technology and marketing communities, we have started to have a robust discussion about the future impacts of Artificial Intelligence (AI) on the world’s workforce. Companies and countries are starting to map out some of the potential ways this could play out.

Let’s take a quick step back. Let’s define Artificial Intelligence. As usual, Wikipedia has a pretty good definition.

Artificial intelligence (AI), sometimes called machine intelligence, is intelligence demonstrated by machines, in contrast to the natural intelligence displayed by humans and other animals…. Colloquially, the term “artificial intelligence” is applied when a machine mimics “cognitive” functions that humans associate with other human minds, such as “learning” and “problem solving”

Wikipedia

AI refers to the ability of computers and machines to learn and perform tasks that traditionally only humans could do.

AI is being used already

There are radical developments in AI happening in the following fields:

Healthcare

Artificial intelligence is breaking into the healthcare industry by assisting doctors. According to Bloomberg Technology, Microsoft has developed AI to help doctors find the right treatments for cancer. There is a great amount of research and drugs developed relating to cancer. In detail, there are more than 800 medicines and vaccines to treat cancer. This negatively affects the doctors, because there are too many options to choose from, making it more difficult to choose the right drugs for the patients. AI helps with those problems.

According to CNN, a recent study by surgeons at the Children’s National Medical Center in Washington successfully demonstrated surgery with an autonomous robot. The team supervised the robot while it performed soft-tissue surgery, stitching together a pig’s bowel during open surgery, and doing so better than a human surgeon, the team claimed.

Driverless cars

Advancements in AI have contributed to the growth of the automotive industry through the creation and evolution of self-driving vehicles. As of 2016, there were over 30 companies utilizing AI into the creation of driverless cars. A few companies involved with AI include Tesla, Google, and Apple.

Finance and economics

Financial institutions have long used artificial neural network systems to detect charges or claims outside of the norm, flagging these for human investigation. Financial Institutions also routinely use AI and Machine Learning to determine credit worthiness.

Video games

In video games, artificial intelligence is routinely used to generate dynamic purposeful behavior in non-player characters (NPCs). In addition, well-understood AI techniques are routinely used for pathfinding. Some researchers consider NPC AI in games to be a “solved problem” for most production tasks.

Military

Worldwide annual military spending on robotics rose from 5.1 billion USD in 2010 to 7.5 billion USD in 2015. Military drones capable of autonomous action are widely considered a useful asset. In 2017, Vladimir Putin stated that “Whoever becomes the leader in (artificial intelligence) will become the ruler of the world”.

Advertising

A report by the Guardian newspaper in the UK in 2018 found that online gambling companies were using AI to predict the behavior of customers in order to target them with personalized promotions.

Developers of commercial AI platforms are also beginning to appeal more directly to casino operators, offering a range of existing and potential services to help them boost their profits and expand their customer base.

and more…

My concern though is a little less altruistic and more personal.

artificial_intelligence_brain

What is the future of content creation when a machine can write better than I can?

So many questions.

What is the future of blogs, blogging, content and landing pages when I can come up with a title and feed it to a program to auto-generate the content? Today we have plugins for WordPress that auto “spin” content and come up with pretty tacky “articles” but that technology is crap today.

What happens when those types of apps are perfected?

Here’s the challenge – on one hand I can make the case that if a machine can predict my credit worthiness with greater certainty than a banker, it should be able to create more engaging content than any blogger can.

Let’s go a little deeper.

If it can create more engaging content, it should be able to create more organic keywords and more effective calls to action than any human writer could.

Theoretically this would mean MUCH more profitable articles and landing pages i.e. more $$$ for the advertisers.

On the other hand, this means, a LOT of digital marketing bloggers, writers and copywriters would be out of jobs. That’s not even considering the newspaper business which could theoretically all be run by machines in real time putting EVERY reporter out of business… but I digress.

AI is an asymmetrical weapon, both in business and warfare. The first businesses to deploy this technology will win and grow exponential marketshare compared to companies that depend on real human beings.

The creepy part is, when AI is deployed, you as a consumer will never know. I mean think about it, you assume I am a human being writing this article right? You have no idea.

These are some of the conundrums I think we will face very soon with the rollout and deployment of AI. What do you all think?

Let me know in the comments below…

Continue Reading

Editorial

Is Magic Leap’s new mixed reality headset the future of digital marketing?

The Magic Leap One Creator Edition, which the company calls a “spatial computing” device, officially ships in the US today for $2,295.

Published

on

magic leap mixed reality headset
Photo Credit - Magic Leap

The day is finally here and after billions of dollars spent and years of secret development, you can finally buy a Magic Leap mixed reality headset.

The Magic Leap One Creator Edition officially ships in the US today for $2,295.

It’s an interesting piece of technology – the system is packing an Nvidia Parker CPU with two Denver 2.0 64-bit cores and four ARM Cortex A57 64-bit cores. The GPU is an Nvidia Pascal with 256 CUDA cores, and the Lightpack has 8GB of RAM with 128GB of storage capacity and a lithium-ion battery, though a full charge only powers three hours of continuous use.

The whole product consists of three main components. There’s the Lightwear headset, a pair of computerized goggles that drop over your eyes.

The Lightwear is connected to the Lightpack, a puck-shaped computer about the size of a portable CD player, which clips to your pocket.

The Lightpack houses a chip from Nvidia and provides power to the headset. Then there’s a remote that you hold in one hand that allows you to control the experience with a digital pointer that you can see through the glasses.

Magic Leap controller

The company has been talking about changing the way we see and use products for years now, racking up more than $2.3 billion in funding from the likes of Alibaba, Andreesen Horowitz, Google, Warner Bros., and the Kingdom of Saudi Arabia.

The early reviews from tech companies were pretty bad and now that an early version of it is here, it has been getting some pretty good reviews.

For a couple of really good Magic Leap reviews, check out the reviews at CNBC and The Verge.

Also a video review from The Verge below.

Now at over $2200, this is an industrial product which will make more sense for hardcore enthusiasts and businesses.

Magic Leap produces what most people call augmented or mixed reality experiences: hologram-like objects projected into three-dimensional space.

Modern smartphones offer a primitive version of mixed reality, and headsets like Microsoft HoloLens offer a more advanced version for industrial and professional use. Magic Leap has a more ambitious goal: it’s building futuristic mixed reality glasses for everyday computing, hoping to beat bigger companies like Apple or Facebook to market.

My take

Magic Leap is trying to do a REALLY big thing and my gut tells me that they aren’t quite there yet (and may never get there). As someone who was excited about the Playstation VR before I actually used it, I know that this mixed/virtual reality model is not easy to pull off.

I start thinking about the potential uses for the product and some of them are interesting.

  • A consumer might be shopping for a car and, with Magic Leap, could see that car right in their driveway and swap out the colors in real time.
  • Or a consumer browsing for a pair of shoes online and seeing what the shoes look like in 3-D from their desk.

I think that this is an interesting concept and I see what the company is trying to do but unfortunately I think that based on the reviews I have seen and the amount of money invested there are a few major problems.

First, based on where the company is in the development cycle, I think we are very far away from seeing any must have killer apps for it. The hardware hasn’t been ready so by definition, developers haven’t been ready either.

Second, while I have friends who have seen it and tell me that it’s pretty comfortable, it still looks a little too bulky. It’s a really tough problem to miniaturize hardware for virtual/mixed reality – REALLY hard.

Third, my gut tells me that it’s not technology that a consumer will want to use on a daily basis. It’s the vicious cycle of hardware not being ready, developers not being ready, no killers apps, early release, consumers apathetic.

Fourth, still way too expensive.

Finally, I think that they may be the right product but just at the wrong time. Maybe in a few years, the size of the technology will be as small as a pair of regular glasses and businesses will have the interest and apps for consumers but right now, I just don’t see it.

My own humble take is that unless something can drastically change within 18 months, the real story will be about how much money has been spent here and what investors can do to get their money back.

What do you all think?

Continue Reading

Marketing

Covfefe – a great opportunity for digital marketers

Published

on

covfefe

Covfefe.

An absolutely RIDICULOUS tweet typo from the President of the United States created worldwide memes and entertainment for a couple of weeks.

Here’s the thing though, if you’re running any type of digital business, you need to recondition your mind to see those events differently – not as entertainment – but as an opportunity. A big one.

What is Covfefe?

I can’t believe I just wrote that title – anyway, here goes.

On May 31, 2017, President Trump sent out a tweet that read, in its entirety, “Despite the constant negative press covfefe”. Now he deleted the tweet only hours after its posting but it immediately went viral, becoming an Internet meme and a source of widespread jokes.

That notorious tweet was liked and retweeted over a hundred thousand times, making it one of the most popular tweets of 2017 to that date, as people speculated on the meaning of the word.

The opportunity

This absolutely ridiculous word was created (by accident) by the President of the United States and will be part of the world’s history forever.

The easy thing to do (mea culpa) was to laugh about it, watch the news and make fun of the story with friends and family.

The SMART thing to do would have been to rush out to Bluehost and BUY the domain.

Immediately.

As most of you should know by now, the hardest part of creating an online business is getting traffic for your idea. When you see unconventional words that garner worldwide interest, you need to recondition your mind about exploiting those potential opportunities.

Options for Covfefe.com

Covfefe.com is an awesome domain for a political blog. It’s an awesome domain for political products. It’s an awesome domain for a quirky fun website about trivia or lighthearted items like memes. It’s an awesome domain for a new software product that will change the world.

Heck it would have been an awesome domain to hold and sell.

It ended up being used by someone to sell products and depending upon their ability to build a profitable online business, they may or may not be doing well with it.

All they had to do was create a simple logo and cute graphics, head to Shopify/Merchify, slap the logo on products and a storefront and there you go – a fully functional online business.

The bottom line

Think asymmetrically and stay alert. These opportunities come along every once in a while and the great thing about the internet is, the fastest one to pull the trigger wins.

The next time you see something really funny that trends worldwide, think about how to leverage that idea in your business, your content, your domain etc.

It literally could make you millions of dollars.

Continue Reading

Categories

Archives

Digital Marketing Job Board

Trending