Landing pages and funnels


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Landing pages are web-pages that affiliates send users to that they visit or “land” on. These are designed and uploaded for one single objective. Although that objective can differ, the end result is normally to gain conversions from the users. Landing pages are often very simple and have one main goal: to encourage the user towards the conversion. The term “funnel” is the process or map we talk about from getting the user through to the conversion.

A simple example of a funnel is the following:
  • Ad Page > Landing Page > Offer Page > Conversion
However, you can also link directly to the offer page, which means you miss out the landing page and send the user directly from the source or ad to the offer page.
  • Ad Page > Offer Page > Conversion.
Normally, publishers will test both methods to see which provides the most conversions. But, using landing pages can really help with your conversions. You have to look at the landing page as an added step to get the user in the right frame of mind for clicking through and converting the offer. It’s your one big chance to really sell the conversion to the user. This isn’t the only benefit of landing pages. Regularly, they can be put in place to do a specific job. For example, they can capture a lead or email address. This way, the publisher can also email the user regarding the product or offer. In this case, the funnel would look like this:
  • Ad Page > Landing Page > Email Capture > Offer Page > Follow Up Emails > Conversion
Here are some popular examples of commonly used landing pages:

Click Through
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This is a very simple landing page used to promote and sell your offer or product. Key points and benefits are laid out in order to pre-sell or convince the user to “click through” to your offer page. This page usually features a large call-to-action button, so that the user can easily click through and complete your conversion.

Sales Funnels
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Sales funnels are a group of pages made with the specific reason of converting a customer into a buyer. They typically have 3-4 pages in their funnel including a sales page, checkout, upsell and confirmation page. These pages are used to make sales.

Advertorials
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Advertorials or pre sales pages are designed to pre sell the landing page. Often written in article or blog form these pages act as a pre sell page to get the customer in the right frame of mind before clicking through to the offer lander.

Lead Capture
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Often referred to as squeeze or opt-in pages, these are pages designed to capture a certain criteria from a user. For example, it may be an email address or a phone number. The affiliate can then further market to the user via that captured lead whether it be by email or by phone.

Viral
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Viral landing pages are pages that encourage a viral action to be taken by the user. It may be via a social media network or a large group of people online. The content is usually very attractive, using pictures and content that people would be interested in sharing. The aim is to get as many people sharing the page as possible to make it go viral.

Microsite
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Microsite's are multiple page websites or landing pages. Although they are still classed as a landing page, they often look and feel like a normal website. However, they’re used for the same purpose as a landing page to obtain a conversion. Often, products with lots of information, images and content will be perfect for microsite landers.

Infomercial/Product Detail
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These are really long one-page landing pages that basically suck the user into the offer or product, the more they scroll down the page. Used often for online products or memberships, these pages use direct-response marketing techniques to get users to scroll through all the benefits of the campaign before clicking through and converting.

Choosing the right landing page to use or if even to use one all comes down to what offer/product you’re promoting and testing in different funnels and scenarios. So before looking at how we can build our own, we need to look at what should be included on the pages. Depending on what campaign or offer you decide to promote, it will differ from the landing page type you choose. However, there are essential points and guidelines to follow for most landing pages:

Call to Action
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A call to action is often a button or link that lets the user know what to do next. Whether it’s a purchase or next button, the call to action should be the most prominent thing on the page. It should also be placed at a convenient space were the user instantly recognises it, and therefore, follow the next action.

Copy
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Copy is the text and content that appears on your page. Often, affiliates will hire special copyrighters whose job it is to write compelling and converting text. Your copy is essential and should be highly relevant and precise – never to confuse the user.

Headlines
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Similar to copy headlines, are the bold titles that quickly communicate with the users to tell them what they are looking at. Headlines should be short and also precise and should entice the users to read further into the copy.

Value
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You need to do your research about your campaign or your specific product and know exactly what value it holds to the user. Laying out the benefits and valuing your product or offer holds and portraying them on your page will automatically make the user connect with the offer.

Remove Distractions
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Keep your landing pages simple and remove all other distractions. If your funnel or goal for the landing page is for the user to click a certain button, don’t place any other links or buttons on the page. Anything that you can think is a distraction away from the page and the point of it – remove.

Responsive
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These days with the introduction of mobile and tablet devices more and more people are surfing websites on their mobiles. It’s a must that your landing pages are fully responsive so you don’t miss out on that traffic. This means your landing pages are viewable on all devices, browsers and screen resolutions.

Pagespeed
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You must make sure your page is page speed optimised and built to load quickly. There's various tools to check the load time of your page but it must be able to take high volume and load almost instantly when your potential lead or visitor clicks onto it. Check out GTMetrix to test your speed.


Cross Browser Compatibility
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You must also make sure your pages are rendering and appearing the same across all browser types. Sometimes different browsers display websites and pages differently and what can look good on one, can look awful on others so you must always check. You can use BrowserShotsto do so.

Tracking
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The correct tracking is essential to add to your landing page before you start sending any sort of traffic. Tracking should be applied so that you can properly judge the performance of the landing page and also test different factors to see if the results differ. You can view all tracking softwares here.
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Compliance
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You must always remain 100% compliant with the latest FTC rules and guidelines. Otherwise, you will face the consequences. If using testimonials, you must always add the relevant disclosures and make sure you are fully compliant with your copy and text.

Other key factors come into play depending on what your campaign is. But, all of the above should be applied to every landing page you build.
 

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