The Three Big Problems That Can Destroy Your Lead Page Conversion Rates
Imagine investing the time and/or money it requires to set up a good lead page. You create a lead-magnet product. You get your autoresponder set up. And then you craft some sales copy that you’re sure will entice your prospects to rush your opt-in form.
Except when you unleash all this magnificence on the world, your conversion rate is pretty dismal. You hear others talking about getting 20% or more conversion rates on lead pages, but you can’t even crack double digits.
Chances are, your lead page has one or more of the following problems. Take a look…
Problem 1: No One Wants Your Lead Magnet
Before you even think of creating a lead magnet, you need to do your market research first. You need to find out what your market wants, and then give it to them.
One good way to do this is to find out what they’re already buying. If they’re buying a certain type of product, then you can bet they’ll take you up on a free offer.
For example, if low-carb cookbooks are all the rage in the weight-loss market, then you might create your own cookbook and set of meal plans to give away. Other possible products include:
- Apps / software
- Mind maps
- Gear lists
And other tools and resources.
Just be sure you create something that’s highly desirable and valuable. If the product isn’t something you’d be able to sell (and make a lot of money doing so), then you shouldn’t be using it as a lead magnet. Your lead magnet needs to live up to its name by attracting prospects who’ll eagerly turn over their email addresses to get their hands on the product.
Problem 2: Your Page Looks Like It Was Designed By A Kindergartner
A web page that screams “amateur hour” could have your prospects hitting the back button as soon as they land on your page. Unfairly or not, people do judge a book by its cover – and they judge the quality of your products and services based on your site design.
Point is, it’s well worth the money to hire a professional to design your site. If your budget is a little slim, then install a free content management system like WordPress, and use one of their many themes to create a modern-looking site. Learn more at www.wordpress.org.
Problem 3: Your Sales Copy Stinks
You could have the most awesome and in-demand lead magnet on the whole planet, but your conversion rate will be pretty dismal if the sales copy doesn’t convey this awesomeness.
So what you need to do is either learn how to write good copy, or hire a professional to create it for you. It’s really important that you get this part right, because good copy can really send your conversion rate through the roof.
Take note, your sales copy doesn’t need to be long. However, it should include the following at a bare minimum:
- A benefit-driven, attention-getting headline.
- A list of the main benefits people will get when they join your list.
- A strong call to action, along with a reason why they should join now.
If you’re not a copywriter, hit up a freelancing site like UpWork.com or eLance.com to find a pro to do it for you.
Your lead page can literally make all the difference between you running a successful, profitable business this year… or washing out over the next few months. So choose success by polishing your sales page using the tips above – you’ll be glad you did.
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