5 Important Elements of a Sales Landing Page

Posted by Mark Thompson - July 7, 2010 - Ecommerce, SEO - 6 Comments

Every great sales or lead generation landing page have certain similar characteristics to them.  Those characteristics lead to increases in sales, leads and overall conversion rates.

Let’s take a look at the different elements of a successful landing page.

1.  Enticing Offer

No matter how nice of a landing page you create, if your offer sucks, nobody will want to download/buy your product.  Make sure the offer says how it is a solution for the pain or problem your target audience has.  In the example below, this affiliate blogging e-book is geared towards bloggers and affiliate marketers who want to learn how to make money by blogging about affiliate products.  The particular goal of this page is to gather e-mail addresses, to then sell other products in the future.

2.  Bulleted List of Features/Benefits

When a visitor comes to your landing page, you have only a few seconds to capture their attention.  Usually once the reader sees your main headline, they will decide to keep reading or to leave.  If they decide to keep reading, you need to keep them interested by offering some features and benefits of what they product with offer them.  By using bullet points or a numbered list, it makes it easier to read and will draw the eye of the reader.

3.  Tangible Product Graphic

Specific to selling virtual products, you need to try to paint a picture to the buyer as to what is it they are buying.  Sometimes that can be hard since it’s not something they can touch.  That is why creating a graphic that represents a tangible product can help make it more real.  In the image below, this is a great example of an e-book that gives the buyer a sense of tangibility to the product.

4.  Appealing “Download/Buy Now” button

Sometimes just running an A/B test on your button can increase your conversion rate by 50%.  Make sure it is prominent and is draws the readers eye to the area.

5.  Quick Lead Gen Form

Don’t make the reader have to fill out a long form, just to download/purchase a product.  Make it as quick and painless as possible, adding only the MOST important fields.  If all you are trying to do is gather the users e-mail address, just have one field for them to enter.  If they are purchasing a product, try to integrate Paypal or Google Checkout to expedite the checkout process.

Use a call to action directly above or next to the area where they are going to enter their information.  This will give them another reason to give you their information.

6.  **Bonus: Video Introduction

Personally I don’t think you necessarily need to have a video introduction about your product, but it definitely can help.  Giving your reader another way to connect with the website or person selling the product, makes them feel more comfortable moving forward with giving their information or purchasing the product.

About the Author

Mark Thompson

Mark is the creator of StayOnSearch and president of Search Creatively, a full-service Internet Marketing Company located in Raleigh, North Carolina. He also contributes to many industry related blogs including Search Engine Journal and is active on Facebook and Twitter. Follow Mark on Twitter
5 comments
ryan
ryan

hey- how do u build a website like this? is there a software or website i can go to? thanks zone.enterprises@yahoo.com

@mojens
@mojens

Hi Mark, Great post! seems that I have some work to do on my webpage. I have not made any reviews of my products yet, maybe it is time that I do so. Thanks for good tips. Be yourself and be happy, never stop dreaming, Happy Natural Life, Kristin Jensen My recent post The Optimal Healthy Fastfood!

Deepak Gupta
Deepak Gupta

Mark, Nice approach. What do you think of Whitepaper/eBook downloads for lead information and then nurturing those leads for complex sales? Are the landing pages from both organic and paid searches?

Social Media Money M
Social Media Money M

Excellent Tips, all five of them. AND, you did in your post the same way you say for Tip #5 - Quick Lead Gen Form. This was a quick read and conveyed the 5+1 elements perfectly! Every IM should read this (twice) and follow it to the T. If I could a BONUS to my comment I would, BUT since you're using CommentLUV engine, I suppose my latest post that's connected to my comment with have 2 suffice.

Mark Thompson
Mark Thompson

Deepak, I think any informational download is a great way to keep the potential customer in the sales process...especially for products that have a longer sales cycle. I am a firm believer that content sells, so educating the customer through the use of whitepapers, ebooks and a well written auto-responder series can significantly help your sales. Not to mention a quick download can be a good way to get the initial leads contact information for your follow-up sequence. Thanks for the comment Deepak! Mark

Trackbacks

  1. [...] Every great sales or lead generation landing page have certain similar characteristics to them. Those characteristics lead to increases in sales, leads and overall conversion rates. Let’s take a look at the different elements of a successful landing page. Read ahead [...]