Successful lead generation requires these 3 things:
This is true in both the online and offline worlds.
It’s easy to think that higher volumes of traffic is the only thing you need for more leads. And that cheaper traffic is the only thing to focus on if you want to halve your cost per lead.
But, traffic is only one half of the success equation. The other half is the conversion of your lead capture page.
Generating high volumes of traffic is a very easy thing to do. Every day, Facebook make it easier for advertisers to spend money with them. Which is one of the reasons why this is such a noisy and fiercely competitive environment.
You can set up a Facebook ad campaign in 15 minutes and suddenly access 2 billion people. This guarantees you’ll money, right?
We all know the answer to that question!!!
So what is it that makes the difference between a high and low cost per lead? How can you cut your cost per lead in half?
By focusing on the conversion of your lead capture page.
With just a few tweaks to your lead capture page you can cut your cost per lead from okay to amazingly cheap.
It’s one thing to say that the conversion of your lead capture page is critical to the success of your campaign. But what good looks like?
Here are the typical conversion rates that I get from the following traffic sources:
Adwords – 75%
Email – 68%
Facebook – 35%
Here are 5 simple ways to improve the conversion of your lead capture page:
Here are 5 simple ways to improve the conversion of your lead capture page:
The words in your headline will make the biggest conversion difference!
This is the hinge that swings the biggest door. So, if you’re short on time, just focus on this.
The perfect headline lets your ideal customer know that they are in the right place, and immediately appeals to their self interest.
To let your prospect know that they are in the right place your headline MUST use the same words as your ad.
If you’re running Google Adwords traffic, the ad keyword MUST be in your headline.
With email traffic you want the words in the link, to be the same as your headline.
Once the reader knows that they are in the right place, you need to immediately appeal to their self interest.
Big promises attract a lot of attention and skepticism because they seem too good to be true. If your headline combines Self Interest & Story then it will effectively pull your reader into the body copy.
The body copy needs to immediately tell the reader what’s in it for them. When I say immediately, I mean in the first sentence.
How do you do that?
With an If… then… sentence. Here’s an example:
If you’d like to cut your lead generation costs in half with 5 simple 30-second tweaks then this will be the most exciting blog you read today.
Just like that, you’ve shown the reader what’s in it for them. They immediately know that if they keep reading they’ll discover how to halve their lead generation costs with some quick and simple changes to their landing page.
The first sentence of your lead capture page must sell the benefit of your ethical bribe. Ideally this will be a ebook. Why? Because I’ve always found this to be the highest performing ethical bribe.
The rest of the body copy needs to tell the product origin story. How you discovered this new way to achieve a specific result.
The story is critical to making your huge promise believable. You see, the beauty of huge or unbelievable promises is that they attract a lot of attention. The problem is them is that they are, well, unbelievable. That’s why you must explain to the reader how you were able to achieve this amazing result and how your ebook (ethical bribe) will help them achieve the same results.
The body copy tells the product origin story. That is one level of social proof. The problem is that the reader might thing that you are special and that ordinary people like then can’t achieve the same results. That’s why you need to prove to them that anyone that uses your system will enjoy spectacular results. You do this with testimonials.
The best testimonials are stories that share the following with the reader:
You must make it immediately obvious to the reader what they are getting. If it’s a book or ebook then you must have a picture of the book cover just under the headline.
The body copy can include pictures from the inside of the book to prove to the reader what the book will do for them.
If you’ve just got a flat cover graphic of your ebook then you can easily get it converted into a 3D graphic on Fiverr.com. If you want to do it yourself then buy a Photoshop action set. This will allow you to create a 3D book graphic in less than 5 minutes.
The look of the page greatly influences how much of your copy is read. You can improve the readability of your page simply by increasing the “White Space”. You see, big blocks of text are imposing, so a reader in a hurry (aren’t we all) will skip them.
Here are the 4 simple ways to improve the readability of your page:
Sub-Headlines make it easy for people to skim read your page. Each sub-headline is another opportunity to pull your reader into your offer.
Short paragraphs make the page look easy to read. If the page looks easy to read then you will greatly increase the amount of copy that is read. Once you’ve pulled your read in, the story must hold their attention.
Bullets are another visual aid that attracts the eye. People that are skimming the page will read the headline and sub-headlines and probably the bullets. If one of these elements peaks their interest they will read the rest of the page or immediately opt-in to download your ebook.
Colour is another way to break up the page. You don’t want too many colours as that it becomes a distraction. Something as simple as Red for the headlines and sub-headlines and black for the body copy is all you need.
So, there you have it. 5 simple ways to improve the conversion of your lead capture page so you can cut your cost per lead in half.
The hinge that swings the biggest door are the words in your headline so if nothing else please start testing here.
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Roland Eva is a copywriter and marketing trainer, mentor and consultant.
For the last 5 years, Roland has helped authors, coaches, mentors and trainers in the property and business opportunity markets to fill seminars and sell high-end programs ranging from £1,000 to £6,000. Many campaigns have made over £500,000 in just 9 days. Roland has done this through what he calls value first marketing. Value first marketing builds trust by giving upfront value, before giving your community the opportunity to work with you further.
Roland’s marketing journey began when he lost his first business, a photography and graphic design studio. The pain of watching his business die slowly motivated him to discover a proven system to find your perfect prospect, earn their trust through value first marketing and persuade them to buy, by telling true stories that inspire people to change their life.
Today Roland’s mission is to prevent every business owner from suffering through the same pain as he did. Roland wants to take them on the ecstatic ride that comes with having a proven system to turn leads into customers and expertise into cash.
As a consultant, Roland works on a no win, no fee basis so you don’t risk a penny. As he says this makes the cash register ring or it’s free, simple as that!
To contact Roland please email him on: Roland@RolandEva.co.uk