Every marketer must have a capture page or landing page at the front of their marketing site to prompt viewers to leave their contact info in exchange for free information or some other free offer; this is also know as a squeeze page. There now follows some tips on creating a successful capture page that will have a high conversion rate.
1. Offer some free valuable information in exchange for the visitors details i.e. a free news letter or a free e-book to download if they fill in your opt in form with their name, e-mail and phone number.
2. Have the landing page professional written with just enough information on it to create curiosity to entice the visitor to leave their details in your opt in form.
3. If possible include a video, photo or diagram with relevant information as to what valuable content is available in your website and again with just enough information to create curiosity.
4. Enhance the benefits of what you are offering and focus most of the attention on encouraging the visitor to fill in the opt in form and how it will benefit them and also remind them that they can opt out later if they wish to.
There should be links that will lead to terms,condtions and disclaimers and more relevant information about you such as your blog and face book account and to articles that provide valuable content and include opt in forms and although not essential will be picked up by the search engines as they look for websites that contain such worthwhile information, these should also be set so that they open in a new window thus keeping your capture page open on the visitors PC. The idea of having links to your blog, face book page etc is to create trust between you and your visitor and to show them that there is a real person behind the website.
It is also great thinking to have a pop window that would pop up to remind them of what they would me losing out on if they try to close the web page but these can be irritating to the visitor so this would be entirely up to you, but if you know what split testing is you can try one page with a pop up and one without so you can compare the results. This pop up window should also contain an opt in form.
You should also have your opt in form placed above the fold of the page i.e. in the top half of the page so that it can be seen by the visitor without the need to scroll down as some visitors will not bother to scroll down at all. Making your landing page simple yet attractive without moving graphics, as these will be a distraction, make for a good capture page and one that the visitor will remember.
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