As an affiliate marketer, most (if not all) of your profits come from paid advertising.
However, regardless of how amazing your ads are and how well you optimize your PPC campaign, if your landing page doesn’t convert, all your efforts would have been for naught.
What is a landing page anyway?
Technically speaking, a landing page is any page that the visitors land on (hence the name) after clicking the link in your ads.
The purpose of a landing is to convert those visitors into leads by offering them something valuable in exchange for their email addresses.
That offer is called a lead magnet, and depending on your business, it can be anything from an eBook, free trial, templates, cookbooks, calendars…
Your goal here is to entice the target audience with an irresistible offer, and pique their interest before start pitching your affiliate products to them via email.
So, how are you going to present that offer? What makes an awesome landing page? How can you maximize your conversion rates and build your email list as quickly as possible?
Let’s take a look at a few key elements every high-converting landing page needs to get right.
1. A Compelling Headline
Obviously, the headline is the first thing a visitor sees when they land on the page, which makes it one of the most important elements.
The fact is, visitors will only take 3-5 seconds to decide whether staying on the page and reading it all the way through is worth their time.
This means that you only have a couple of moments to grab their attention and pique their interest. If the headline fails to make a powerful first impression on the visitor, chances are you’ve lost a potential customer for good.
So, how do you write a captivating headline?
First of all, considering that you have but a few moments to get them excited about the offer, the headline needs to be short, sweet, and to the point.
It shouldn’t take more than a quick glance for the reader to understand what your offer is all about, and what they’re getting out of it.
If they don’t understand the message you’re trying to get across from the first read, chances are they won’t stick around to read the headline five times in an attempt to decipher it.
The best approach is to hint at the main benefit they’ll receive from reading your eBook, downloading your templates, following the diet plan, or whatever it is you’re offering as a lead magnet.
However, you don’t want to reveal too much right away. You want to get them excited enough to read the rest of the page, and ultimately opt-in and give you their email addresses to download the offer.
Also, make sure it’s abundantly clear that it’s a free offer. The direct approach has continuously proven to be the best strategy here.
You can simply tell them that it’s an exclusive free offer, free report, or a free download, either in the sub-headline or above the headline.
2. Benefit-driven bullets
Nobody wants to spend 15 minutes reading through your landing page. And besides, you don’t need them to.
Your goal is to get them to click the Call to Action button (more on that later). And the faster they get to it, the better. That’s why adding a huge block of text on the page is generally considered a bad idea.
Countless split-tests have proven that reading time significantly impacts the conversion rates, and that long paragraphs usually do more harm than good.
But still, you need to somehow explain why this free offer is valuable and relevant to them, or they won’t have the incentive to download it.
That’s where bullets come in. They are typographical symbols used to mark items on a list.
In case of your landing page, you’ll be using them to indicate the benefits your target audience will receive from your lead magnet.
Keep in mind that you don’t simply want to list the things they’re going to read about in the free report. You actually want to explain how they will benefit from that information.
How will that impact their lives? Will it help them solve a burning problem, or achieve a life-long goal?
So, you want to focus on the benefits they’ll receive, and use powerful, compelling words that elicit an emotional response from your target audience. That way, you’re guaranteed to get them motivated and eager to read the report.
If the content is good, and you actually provide them with value, they’ll be much more open to spending a decent sum on your affiliate products.
The visual appearance of your landing page is equally as important as the text you have on it. They are the emotional foundation of the landing page.
Combined with good copy, they have the power to make your visitors feel strong emotions and, when used correctly, can significantly boost your conversions.
Other than using images to portray emotions, you can also leverage them to help visitors identify with your products, grab their attention, or even help them envision a certain lifestyle (particularly useful in the weight-loss industry).
Depending on what your lead magnet is about, you can use images of landscapes as backgrounds, images of people, or in case it’s an eBook – even the cover itself.
However, you need to make sure that you don’t go overboard. A single image will often do the trick. The last thing you want is to distract the visitors from the CTA button with excessive imagery.
Another crucial detail of your landing page are the colors. You want the Call to Action to really stand out, and the best way to do that is by using contrasting colors.
Keep in mind that the entire design of the page should gradually lead the visitors towards that ‘submit’ button, so you want to make sure it’s really easy for them to spot.
By using complementary and contrasting colors, you’ll be directing their attention to exactly where you want it to be.
4. Don’t Overpromise
Regardless of how good your lead magnet might be, making extravagant claims on your landing page is more likely to push people off than it is to lure them in.
Nobody expects to magically solve all their problems and realize their dreams by simply reading an eBook. If that’s the message your landing page is sending, most people will quickly write you off as a scammer and look elsewhere.
Even if they don’t, if you promise them something that you know they won’t find in your lead magnet, what do you think their reaction would be?
They’ll likely be disappointed and frustrated that you’ve wasted your time, and will unsubscribe from your mailing list. Sometimes, they can even leave negative reviews on forums and website, which can negatively impact your reputation, and consequently – your sales.
Instead, let the content do the talking for you. Like I said, your main focus should be the benefits they’ll receive from the landing page, but refrain from going for the least likely (or straight up impossible) scenarios.
5. Clear Call To Action
The Call to Action (CTA) is what your entire landing page comes down to. Your CTA is the action you want your website visitor to take before they leave the page.
In this case, it would be submitting their emails in order to download your lead magnet, but it could be anything from starting a free trial to purchasing a product.
Whatever action you want the visitors to take, you shouldn’t hesitate about asking them to do it. Be as straightforward and clear about it as possible.
There should be no space for doubt in their minds about what it is they need to do on the page. So, just go for it and tell them to click that button so they can get all those wonderful benefits you previously listed.
Keep in mind that, whatever you do, you don’t want to distract them with multiple requests. Whenever possible, it’s best to have a single CTA that’s really easy to spot.
That means a big button in the center of the screen, which “pops off” the page and is impossible to miss. It needs to be the focal point of your page.
Also, don’t give them a bunch of things to click on. The CTA should be the only thing they can interact with on the page.
Since your goal with this is to convert the visitors into leads, the last thing you want is to redirect them to a different page before collecting their emails.
So, you should really only give them two options, and make them abundantly clear- they can either opt-in and take you up on the free offer, or leave the page altogether.
There you have it. These are the key elements you absolutely need to get right, if you’re hoping to maximize your landing page conversions.
Once you’ve gotten a hold of the basics, you can always perform A/B testing and tweak each part of the page until you figure out exactly what works best for your target audience.
You’d be surprised with how big of an impact subtle changes (like a single word or the color of your CTA button) can have on the conversions.
However, as long as you stick to the tips I shared in this post, you’ll be able to quickly generate a ton of qualified leads and will have an on-demand source of traffic in no time!