Your sales funnel landing page is the page where you collect your visitor’s details. Usually this will be their name and email address. A sales funnel landing pages looks something like this:
Your landing page has one sole objective: to get your visitors to sign up to your offer. To narrow down the possible choices of your visitors, and to direct them into your sales funnel, you give them two choices when landing on your opt-in page: leave, or sign up!
A sales funnel starts with some kind of marketing strategy. This is used to bring targeted visitors to a landing page. When they land on your page, they should already be primed and ready to subscribe to your email list. This will depend on your particular marketing method. More about this later. See also the sales funnel explained.
Sales Funnel Landing Page – Why A Separate Page?
You should definitely have a separate landing page to send your visitors. A website is a useful marketing tool, but isn’t as good when it comes to leads. When someone lands on a website, there’s much more choice for your visitors. They can browse through your content, look at your “about me” page, and do a little more digging. With a specific landing page, they have much less choice. Although a landing page needs to comply with whatever marketing platform you use, you still want to make it very simple.
A landing page should only give a visitor two options, rather than the many you get on a website: click away and leave the site, or sign up to the sales funnel. Once you’ve built a marketing strategy to send your visitors to a landing page, you can then look at your statistics and the data of your visitor’s activity on the page, to determine how to improve the opt-in rate.
How To Improve Opt In Rate On Your Landing Page
Your opt-in rate is the rate at which your visitors opt in to your email list. Some will of course click away and decide that your offer isn’t worth giving away their details for. Or there’s a conflict with your marketing and the landing page itself. People can decide not to sign up for a number of reasons, so it’s worth learning what these reasons are!
Customer journey – improving opt in rate
The customer journey is one of the most important elements in determining a good opt in rate. If your marketing materials are incongruent with your landing page in some way, this can be a symptom of a bad opt in rate. For example, if your marketing suggests a different theme to your landing page, it’s definitely going to put people off.
If you’re using a video, for example in your marketing, it’s a good idea to include an image of the landing page in the same video. That way, your visitors know what to expect when they click from your advertising to your landing page. This same congruency should also follow them into the sales funnel itself with your email follow ups.
An example of an incongruent customer journey is to talk about an online business in your marketing, then offer a book about affiliate marketing on your landing page. Unless you connect the “dots” for your visitors, they might not make the leaps in understanding you may take for granted. Colours and heading types, images and videos should be congruent and carry a similar theme from marketing to landing page. Any small deviation could be used by a potential customer to hesitate when considering giving away their details to you.
Benefits Not Features – Improving opt-in rate
It’s also easy to list a number of features of the business or “giveaway” bribe, on your landing page. But this can be a waste of space. When someone lands on your landing page, they have a few seconds to decide whether to opt in or click away. Those few seconds should remind the visitors of the main reasons they are interested in your offer to start with! It’s not the time for extra detail. So use focus driven headings in your copy which focus on the benefits and NOT the features of your offer.
Benefits of an offer should speak to your customers needs. Think aboutWIIFM – “What’s In It For Me”? Is the only thing your visitor needs to know!
Here’s an example of a list of features:
- Get access to a ready made sales funnel
- Join an online community of other entrepreneurs
- Access videos and online trainings for many marketing strategies
- Use tools and software to build a sales funnel
- Etc.
Here’s a list of benefits:
- Earn a scalable income from anywhere
- Build your business around existing work
- Create a lifestyle business which puts you in control
So, focus on the benefits of your offer (to the customer), rather than the features in your landing page copy.
See also increase conversion rate on your e-commerce website.
Split Testing Your Sales Funnel Landing Page
Having run several thousands of visitors to a landing page, you should start collecting some data on their activities. Some will click away and others will opt in. Over time, you should also see some sales from products you’re selling through your sales funnel and email follow ups. At this stage you might want to run some split testing.
With split testing, you change a small element of your landing page with a “clone” of your existing landing page. You now have two almost identical landing pages, except for one small element. This could be something as small as a different button on your opt in form. Below are two possible ideas for a submit button. If you’re split testing something there should only be a small change; perhaps like the wording on your submit button. Below you can see a few changes including the button size, shape, colour and call to action!
With two almost identical landing pages, you can run a few thousand visitors to both, and look for noticeable differences in data. One landing page may perform better than another, even with only a small change. As you continue to do this with different elements of your landing page, you can build up a picture of what a good landing page looks like, which converts a higher number of visitors into subscribers.
Marketing A Sales Funnel – Advertising
There’s several ways to market your sales funnel. If you haven’t already got a sales funnel, you can get one here at ready made sales funnel. Once you’ve got a sales funnel set up with a landing page ready to go, you’ll need visitors to come to it who are not just “browsing” lukewarm “tyre kickers”, but who are red hot buyers!
To find buyer traffic can be a challenge at first. But if you target your perfect customer “avatar”, you should be able to improve your rate of opt-ins. See why is target market important. What is your perfect customer “avatar”? This refers to the characteristics of your perfect customer. What do they do? Where do they live? What are their interests and why would they be interested in your product? When you can answer all of these kinds of questions well, you’ll know more specifically who you are trying to find with your marketing. Then, you can spend time and money on targeting those particular people.
“If you try and sell to everyone, you sell to no-one”. With online marketing, you have a global audience. Most of them won’t be interested in what you have to say. So it’s important to target the right people in order to get the most from your efforts. Learning about your perfect customer “avatar” is a good place to start.
Paid Marketing Or “Free” Marketing?
Whether you decide to go the paid or the free route with your marketing is up to you. You can always do a combination of the two as well. With content marketing, you can create content. This website is an example of content marketing. Content marketing takes time and energy to create, but over time your content will bring in a passive stream of subscribers to your sales funnel through your landing page or websites.
Paid marketing is a much faster way to generate traffic with a sales funnel. With paid marketing, you can tap into a huge amount of traffic very quickly. Be careful though, because not all your traffic will convert into hungry buyers. It’s worth treading carefully at first, before you start scaling up. Paid marketing is also much more scalable than content marketing. To create content takes a long time and it’s not immediately as scalable as paid marketing is.
With paid marketing, you can send thousands of people to your landing page very quickly. It’s well worth starting with a small, affordable budget so you can iron out any problems you might have with your landing page before spending a lot of money. Content marketing will generally bring in a much smaller trickle of traffic. But over time, if you continue generating content regularly, you should see more and more traffic coming your way.