We are talking about email marketing,an important part of email marketing is creating a high-converting landing page. So what do I mean by a high-converting landing page? But before talking about that, let’s even learn what the hell is a landing page? Now make Beautiful landing page is a stand-alone web page specifically designed for the purpose of a marketing or an advertising campaign. So you can be an eCommerce business or an individual entrepreneur, you can be selling a service or a product, or software as a service,or be it anything… you need a landing page. Whenever you are driving people, be it Facebook Ads, Google Ads or any other media channel, you are driving people to a particular page. Either you can drive them to a homepage or you can drive them to a landing page. But you have to understand two different things. But you have to understand one important difference. On your homepage, there is too many distractions. And does your homepage cater to all the needs of all the different kinds of customers you are driving from? Also you might be selling multiple products. So if you put all the products on the homepage,then the prospective customer will only get confused. So landing page is where a visitor lands when they click on a search engine optimized search result or an online advertisement like Facebook Ad or Google Ad.
And the landing page is specifically designed for one purpose, it can be generating email leads, it can be generating a sale. If you’re doing a retargeting Facebook Ad,you might be driving people who have seen an offer to a different offer and it might be a sales pitch. Now sales pitch is also kind of a landing page. So there are various kinds of landing pages,there can be squeeze landing pages, splash landing pages, I’ll be showing all of these through examples. Now the most important landing pages include the sales landing pages. It takes a lot of work to create a landing page. if you think that you’ll just create a landing page, add some texts then your landing page is ready, it doesn’t work like that. Even there are specific jobs out there, specific freelancers who charge a lot of money, even $10,000 or $20,000 just for creating a landing page.
That’s how important it is. So there’s a flow, there’s a strategy behind creating a landing page. I will be sharing that with you later in thevideo. So there are various other landing pages like click-through landing pages, webinar landing page… but since this is a beginner digital marketing course, I won’t be going to the advanced stuff, but going for the basic lead generation landing page and the sales landing page. Since you’re watching this video you might have seen my landing page, this “Learn Digital Marketing for FREE”. This is a landing page I’ve created andI’m driving traffic to this landing page. And I’m driving traffic to this landing page from various sources, Facebook Ads, Google Ads, I’ve also bought banner ads and somany different places. Now what is the purpose of this landing page? For me the purpose of this landing page was only to get email leads.
That is the name and email ID of the person who wants to learn digital marketing. So if you have seen my Facebook Ads video then you have already seen the different campaigns I have created. I have created a traffic campaign, I have created a conversion campaign, I’ve also created retargeting campaigns. Even credit campaigns for video ads. So all these campaigns were created so that we can drive targeted traffic back to a landing page, which is this one. So you can see a trend here or an overall strategy here, which is interconnected. We have Facebook Ads which are driving customers to our landing page. Then we have a landing page- then you need to know all about landing pages, how to create one, what to write, what not to write, there are the different strategies that you need to do.
Then you also need to know how to nurture the emails. Once a person enters their email address,how do you nurture them? How do you show them value? How do you convert them into a paying customer? So this is the overall process of digital marketing, you have to strategize everything. When you start your digital marketing career,you’ll start with one sector. May it be a landing page, may it be SEO or FacebookAds. But once you grow into your career, maybe will go to the digital marketing manager job, then you’ll be coming into the strategy part. Then you need to know about everything, like how to draft a strategy, what Facebook Ads will be shown. What will be shown on the landing page, how will we nurture the customers, what kind of articles to write, what kind of images to share, how to create the sales pitch, what’s the product like?
Technic for make Beautiful landing page
The copywriting, the title- so all these need to be strategized and that is the job of the digital marketing manager. So now coming back to the landing page, so what was going on in my brain before I created this landing page? Why did I add this title? What’s the purpose of the image here? How to choose the image? What to write, what not to write? Let’s discuss more about this. So first of all let me tell you the software that I used to create this landing page. As I’ve mentioned earlier as well, I’m a big fan of thrive theme membership. They are providing so many different amazing plugins, that for a very cheap monthly cost. So I use all of their plugins, ThriveThemeson and all my websites. The theme of my website is thrive rise.
So I use this for the same membership. Again I use thrive leads on all my affiliate websites as well for capturing the email IDs and then making money from them. In the last video of email marketing I showed you how I made multiple thousand dollars from GumRoad and Impact affiliate. Just email marketing, and even this digital marketing course is delivered to all of you through emails, then again thriving leads playa major role in that. You have seen all my articles, my income report here and this article on how to earn money online. So all these articles look so beautiful with formatting, these charts, they even open up when I click here. The proper formatting, this bar, this contentbox, all these formatting and all.
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The article looks really good- adding these buttons- adding these horns, here in the bullet points, these arrow marks, these dollar signs. All of these are possible because I used this plugin called “Thrive Architect”. This is also part of the membership. I create all my landing pages here through thrive landing pages. And there are so many different plugins that come with this membership, which is extremely cheap. You can see that I’ve already bought the annual membership at $228.
So you get all these plugins here. All you have to do is visit thrive membership here in “ankuraggarwal.in/blogging-tools /” Click here and you’ll be taken here, to the website. And you’ll see all the benefits that you’ll get. Either you can pay monthly, $19- either you can pay quarterly for $30/month or you can pay annually for $19/month. I have already purchased the annual plan,because I love all of their plugins and I use all of them. And honestly I make much, much more money compared to this $228 that I spend in using this plugin. So let me show you how this plugin works. So here with the, I’ll click “edit with thrive architect”. So I can change everything, I can change the background color, I can change the logo, the design, the title- font heading. My bullet points, adding the image… So what is the goal of the landing page? Why do you need a landing page? First of all you must have an objective. Like in my landing page my objective is to get the email ID of the person who is interested in a digital marketing course. So my title here is “learn digital marketing for free”. “Free” in India is really loved. So my title is really grabbing in nature-my title is really enticing
. Because first of all my course is free, also the course is video in nature, people are visual learners more- most of the time. People are visual learners, they prefer video compared to text. And I’m giving 20 videos for free, tattoos with a community from Facebook group and so many other benefits. So definitely I’m getting a good conversion rate on my landing page, by conversion rate I mean by the number of people who come on my landing page, how many people actually put up their email address. And growing an email- I’ve already shown you the benefits of growing an email list in my earlier videos, that having an email list is vital for your business. So I’ll be using thrive architect to create a sample landing page for you guys, to show you how you can do it as well. There are other tools as well: Unbounce, Instapage,LeadPages and Getresponse.
But I don’t want to pay extra for landing page creation, when I can get all the plugins and all the benefits in just one thriving membership. So I highly recommend opting for the thrive membership for all the amazing plugins they offer. So let’s go to the structure of my landing page, what’s the reason for me to create this landing page. First of all, look at my hook. The title is the most important area of your landing page. Because that’s the first thing the person will see. Most of the time the person makes the decision on whether they want to look at the rest of the landing page, just by judging the title. So right now, I have kept the title here as“learn digital marketing for FREE”. While keeping “free” with orange color,just to stress it out. But while we’ll be driving traffic to this landing page, we’ll keep testing the title.
We’ll try different variations of this title. Like “become a digital marketing pro”, “like become a digital marketing expert in a few days” or something like that- we’ll keep testing various titles and see which one is giving us the maximum conversion rate. Then this is the main heading, then this is the subheading, here I am mentioning that “sign up for a free 20 videos digital marketing course”. The reason I mentioned videos is because people attach value to videos, compared to text form. And also there are so many institutes andvarious- that are charging 30 – 60,000 rupees just for this digital marketing course.
And I really hated that when people- when students are spending so much money just for a digital marketing course. I really want to create a community of digital marketing where people can learn everything for free, share their knowledge, where I can share my insights, grow as a community- this is why I created the digital marketing course for free. So first of all this course is free and with20 videos, so it adds value to the course, and hence, the conversion rate will increase. So there was a reason why I wrote “videos”here. So 20 free step-by-step comprehensive video lessons. Here in bullet points, I’m mentioning the benefits of the goal of this landing page. Giving people more reasons to enter their email address. Guidance for their digital marketing career. Majority of the people, even after finishing their digital marketing course from these institutes or even after paying a lot of money,still don’t know how to get a job. So that is something- a big hurdle for them. So I really wanted to stress on this, thatyes, we’ll be giving you guidance as well on how you can grow as a digital marketer. So again I am tackling one of the biggest objectives a person has, in this checkpoint. And the last point I am mentioning is “free access to our closed ‘digital marketing mastery VIP Facebook group”.
Because the best learning comes, when you are learning with others. When you’re accountable to others- I’m Also doing Facebook live in our Facebook group just to solve all the doubts. So our community is an extremely important part of this digital marketing course. So people really want this community, and hence, this is one of the benefits that I’m offering to all the people who are visiting this landing page. So this also helps me in getting a better conversion rate. And you can see that the majority of the good information is directly on the screen. When a person clicks on the link of my free digital marketing course. So the person does not have to scroll down to see the benefits. The main benefits are directly listed and the rest of the landing page are selling off the idea on why they should join, right?
So here they can enter their email ID and name… and this is also another conversion hack, instead of writing “join”. You can write something like “yes, I want these free lessons”. So I’ve seen that this gets a much better conversion rate, compared to a button like “sign-up” or “join now”. Also you’ll see that I followed a consistent theme here. Like my ads follow the same color. The same background, the same orange button,the same black text. So this coherency is also extremely important. You can see in our ads here, the Facebookads here, the same background, the same orange color, and the same black text. Now all this is because the more coherent your background, the more coherent your color scheme is, the higher conversion rate you’ll get.
So these are all advanced strategies I’m Sharing, I hope I am not overwhelming all of you with all these knowledge. But I’m sure- but trust me guys this is some golden nuggets that I’ve learned over the years of spending a lot of money and I’m Giving all of these for free. So please don’t ignore all of these. These will definitely help you in creating an amazing landing page for yourself. After the basic things are done- creating an eye-catching image- also you can see that I’m pointing towards this box. I’m looking at my benefits, this is yourdrive people. We will be testing this as well. If I’m looking in front of the camera, the people don’t have a reason to look at the benefits.
But when I myself are looking at the benefits,automatically psychology of people start looking at the benefits and start reading them. So my ultimate goal is to tell them exactly what I am offering. That is why I am looking at the benefits. Now I am giving more reasons for them to join the course. Because majority of the courses are chargingRS 60,000 and I’m giving it away for free. So this is a good benefit that I can show. Again I’m giving- stressing the same benefits of learning with others, and also I’m giving free tools. Majority of the tools can be used for free as well, so I’ll be sharing all these tactics in this free digital marketing course. So this is also a good benefit that I can show on my landing page. So on the landing page is giving people the reason on why they should complete the action that you want them to take. For me the action is to get their email ID,for you it can be sale of a purchase… then you can show them the benefits of the product. Like if it’s a weight loss pill you can show them how it will help you in weight loss or if it’s an exercise program then you can show some video testimonials. You can show the extra benefits, like the community that you’re offering.
Or the various diets, supplement charts, orchecklists that you’re offering. Similarly let’s continue with the landingpage. I’m also offering a free course completion certificate. Which they can use in their interview, and help them out. And you can see one more thing. That I have kept the call-to-action multiple times. If someone clicks here, a box will open. This is another opportunity for me to grab their email address. I’m keeping the call-to-action multiple times. Here, here, here… on the top, here. Then again, here… then again at the bottom here. Right. So I’m giving a course completion certificate. Here on this landing page, we are trying to edit it. Images will change. These are the stock images.
Here we’ll change the images and add the video testimonial. There are students who have already taken the digital marketing course, and they’ve already provided us with the videos of their testimonials,so those will be added here. And this is the last call-to-action for them to join. “Boost your digital marketing skills, join2,000+ other members”. So this is the last call-to-action for them to join. So this is one variation of the landing page we have created. But an expert digital marketer will know that you never create one single variant. You create multiple variants of the landing page. As you can see I’ve created 1, 2, 3, 4,5, 6, 7 different variations of this landing page. And you can see the percentage of traffic,16% , 16, 14, 14, 14… so let’s say a hundred people would come on to this landing page.
So I’m using thrive architect along with the same plugin called thrive optimized. What it does is it helps me in creating multiple variants of the landing page and testing the traffic. So let’s say a hundred people come into this landing page, what thrive optimize will do is, out of those 100 people, 16%- that is 16% of people will be sent to this landing page, 14%- that is 14 people will be sent to this landing page, and similarly the traffic will be distributed among these landing pages. And then I can check my conversion rate in the backend. Which landing page is converting the best,and then I can keep the variant which is converting the best. This way, I can keep the best converting landing page for all the future audience. This is called “A/B testing”.
We also covered a/b testing in Facebook Ads As well. That we create multiple variants of our FacebookAds, and then we’ll be testing which ad is clicked the most and which ad is giving us the best conversion rate. I’ll show you one other variant of our landing page. Here we’ll be adding a video here, the same landing page instead of photo. We’ll be adding a video here. And also we’ll be adding the thumbnails here and we are giving the list of the videos that are included in this free digital marketing course. And we’ll see what kind of conversion we’ll be getting on this landing page. it might perform better or it might perform worse. We cannot presume unless we test it. So this is why creating multiple variations of landing pages with different styles and different areas- with different styles and different settings is extremely important. To find the one landing page that is converting the most. So let’s create a new landing page just to show you how it’s done. We’ll create a test landing page, we’ll click “launch thrive architect”. We’ll go to settings, “import landing page”, okay. We’ll go to advanced settings- so you can click here… and choose another landing page template here, let’s take this one. You can change almost everything in this landing page. So you can change the background color here,click here.
Click the background style, choose a color. Any color you want. You can change the image, you can change the text. Free… then we can change the color of this,text here. I’m not looking at the color combination,I know it sucks right now, but you can change it. Similarly you can change the colors, the text here, anything, everything you can add- elements here. You can add a button. You can change the button. You can even save the buttons, like if you want to- you’ve added some kind of formatting to it then you can save the button in the form of a symbol and import the same button again and again. The best part about a thriving architect is that you can copy anything.
So, you don’t have to recreate everything you can just, click here and you have copies created… I can add the video testimonials here, you can just search for the video element, drag-and-drop it here. And then you can add the YouTube video orthe Wistia video. Wistia is the more advanced media player. It’s a very expensive one, I use it… but if you’re just a beginner, you can go for the YouTube video. Add the YouTube URL here and you can also play with the advanced settings like autoplay, hide the logo or hide the full screen. And add these features… and similarly, you can directly integrate it by clicking here- you can even edit this by adding the formelement. Click it here and change the color.
To anything you want. And you can directly integrate the lead generation element. Click done, click here and connect to the service. And connect it directly to the email software that you are using. Be it AWeber, Drip or any other software…whatever website you are using. Similarly you can connect this as well. If you want to add 2 columns, you can do it like this. You can select- let’s create… 3 columns. Then you can add a button, or an image, or a template. Image or select the image… you can even add a text element or a video element. So this is how you can do it, you can even play with the position. Like the position of let’s say, 40 indent margin, so this way you can even change the indentation and all.
So you can really create a beautiful or any kind of landing page that you see on the web. Almost anything can be created here, with the thrive architect. Just click on the save work. And if you want to create a different version of this landing page, click a/b test… and just copy the landing page and name it version2. And this way when you start editing it, just name it version 2. And click on edit variation. And let’s say you want to test a different headline, just change the headline here, like “become a digital marketer in 20 days”. And if you want to change the image element into a video element, let us select the video, add it here, delete the image and then select the video. So here you’ve created a different version of this landing page, and just save all your work and when you click here on the a/b testing,you can allot the different percentages that you want- Let’s say you’re driving a hundred people,how many people do you want on this particular page, 26% and 74% to this. This way you can create multiple variations and test your landing pages. And make sure you click on the “set up start the a/b test”, when you start driving traffic to the landing page. So what is the difference between a good and a bad landing page? See landing page is made for a very specific audience with one very specific conversion goal. Like in my case the conversion goal was the email address.
But for an ecommerce company the conversion goal might be a purchase. Make sure the landing page has one specificgoal and make sure to settle the benefits of that goal to the customer. So that the customer can make the decision in a much easier way. And also remove the distraction and keep the focus on that one particular goal. Like my goal was to get the email address,I was just giving the reasons and the benefits of my free digital marketing course, so the person can just make the decision easily on putting their email address. And sign up for the free digital marketing course. Also creating too many different options will create a decision paralysis, and your conversion rates will drop.
So overall a landing page optimization is something that you have to practice a lot. Only then will you be able to understand what kind of titles to add, what kinds of images to add, what’s the flow of the landing page,how to add the testimonials, what kind of- what to be included in the video testimonials,and also the benefits. How to show the benefits? And how to guide the people- As I’ve shown you to thrive as an architect as well that you have to create multiple variants of the landing page to find out the one winner which is giving the most conversion rate. Like we created- like in my case I created7 different variants of my landing page just to try and find out which one is giving me the most conversion rate.
Or also whenever you’re A/B testing, just change one element, like if you are just copying a landing page, either change the title or just the headline or the color, but only change one element. Otherwise you won’t be able to judge which particular change actually increased or decreased the conversion rate. So the elements of a landing page is an engaging headline, a headline is an extremely important part of a landing page, because that’s the first one that a person will read whenever someone lands on a landing page. The compelling offer is another important part, you have to make sure that your landing page has one simple and compelling goal andthe offer is amazing enough for the person to complete the goal.
For me, it’s the email ID so I’m selling the benefit. Similarly if you have a product or a service,just show your prospective consumer why they should get the product or why they should get your service. Remove all their doubts or all the major issues they might have. Also the imagery has to be good, the color combination- as I told you earlier my Facebook Ads and my landing page has the same color scheme. That also matters a lot. Similarly on my landing page I have multiple call-to-action. Multiple areas where they can click and enter their email address. That also increases the conversion rate. Also as you have seen in my landing page,I don’t have a menu item. Like the home page, the blog menu item or all the tools. I have removed that from my landing page. Because the lower the distraction the higher will be the conversion of your landing page. And in the end the landing page is all about testing. Create more variants, create more changes and see which one is giving better results. Landing page- why is landing page important for your entire funnel? You’ll see that- in this free digital marketing course my goal for first of May 2019 is to at least have a hundred thousand people taking my free digital marketing course. So landing page is the first point of contact they will have with my brand Ankur Agarwal. Who is Ankur Aggarwal? What is he offering? Who is he to even teach digital marketing? What are the benefits that he is selling?
So all that is- all that is shown in the landing page, the first point of contact. So landing page is extremely important for me, but if you’re selling something let’s say to an email list, you already have an email list of 50,000 people and you create an offer. Then you might be driving people directly from the email to that particular sales pitch which they offer. Then again you’ll have to follow the proper structure of the sales pitch to get the maximum conversion. So the landing page is not just used only for the email ID, but it depends on the purpose. You might be giving a check- it’s one of the most important parts of the funnel. I would really request for all of you to create your first landing page and share it in the Facebook group.
So that I can give you feedback and all of us together can help each other out in creating better landing pages. So best practices to get more emails from the same landing page… I’ve already shared a lot of them with you,while we were creating the landing page. The landing page should be easy to follow. One thing that I forgot to mention to you was the mobile-friendliness. I have mentioned this multiple times in various other videos as well, that majority of the traffic coming to you will be coming from the mobile. Around 70% – 80% of traffic is mobile andon the internet now. So you’ll have to make sure all your landing pages, or even your website is optimized for mobile. It looks good, there’s proper spacing, proper indentation, there’s no formatting issue.
And it’s properly loaded. All the elements are properly loaded. So that is an important metric you have to check for your website. And also use clear language, simple language. The best tip I can give you regarding your thesis, use a conversational tone or talk to your prospective customer as if you’re talking to your friend. I have seen that this has given me the best results. And have a clean design, follow a consistent color scheme. Use simple images, clean images don’t try to use simple contrasting images. Also look at the color palettes, like when we were choosing for the theme for our website to be orange, we looked at various different colors which go well with orange. So we looked at various color palettes and then selected the one.
And we have maintained the same color branding throughout our social media, throughout our landing pages. Throughout our ad creative, and all of the other places as well. To create a consistent branding. And the last thing is definitely the title and the offer. Offer is everything, you have to create a very compelling offer, in my case, I am giving a free video course, so I am getting a high conversion rate because my offer is really compelling. So top landing page tips, definitely use softwarelike I use Thrive Architect, I highly recommend it you can use them as well. Your offer is extremely important, have no navigation bar, like I just mentioned to you. Title is the most important part of your landing page. Lesser the optin fields, higher the conversions. If you see my landing page, I’m just asking for the email address and the name. But if I increase the field even to let’s say, when I ask for your address for your phone number as well… more the number of fields, lesser the conversion rate. So always keep the fields to the minimum,the least that you want. And proof is extremely important, social proof,testimonials, video testimonials or even screenshots of good tweets or Facebook group feedback.
Any good positive social feedback really increases the conversion rate. So I hope you like this landing page video,and your next task is to create a landing page for your own. And share it to the Facebook group so I can give you the feedback regarding that, and I’ll see you in the next video. Guys in this video I showed you how to create a new landing page, how to get new leads, how to integrate your email marketing company with your landing page and much more in this topic. And in the next video we will be talking about online reputation management, so I’ll see you in the next video.