I spend a lot of time looking at landing pages. Because I focus my teaching on using Facebook ads for list building, your landing page automatically becomes a big part of the growing-your-list equation.
I’m actually starting to think that your landing page is MORE important than the ad itself. But I’ll talk more about that on another day.
Today I want to share with you this little experiment I did last year. I was curious to see what would happen if I ran ads that pointed people to a LeadBox, one of Leadpages’ features, instead of sending people to a landing page.
Why wouldn’t you want to direct people to a custom landing page?
Typically your landing page has one and only one purpose: to get me to take a specific action. In terms of pages designed for list building, that action is to give you my email address.
But there are three reasons why you might want to consider this skip-the-landing-page technique:
- Your website theme doesn’t have a landing page option. Because of the default design of your website, your navigation bar(s) and beautiful sidebar end up acting as distractions on your landing page. So even if your offer is amazing and you’ve got the copywriting chops to prove it, the money you spend sending people to that page might be wasted. They could forget to opt in because they’re clicking over to your blog, your about page, or your “As Seen In” page. Your free content is forgotten and those visitors don’t end up on your list.
- Putting together a landing page is time consuming. You gotta write the copy, figure out the design, add in the optin form. Even with software like Leadpages or OptimizePress that are designed to make things simple, it can take lots and lots of time to customize everything.
- Despite all your work, your landing page still isn’t converting. You’ve tweaked and rewritten and are still getting traffic, but you can’t quite break that 30% conversion rate. (30% from cold traffic is the absolute minimum conversion rate that I’ll accept for my clients, but I’m always aiming for a lot closer to 50% or 60%.)