I received an email from Audra asking for some specific advice regarding her landing page. You may have heard Tanya and I say marketing is half “science” and half “dark art”. In this example Audra has done the “science” of transition marketing brilliantly. She had chosen excellent keywords. She’s employing “Attraction Marketing” strategies by offering relevant information. The keywords transition smoothly to her article at ezine articles. And the end of the article “sells” the landing page effectively.But …Problem: the landing page isn’t converting.Solution: It probably requires a little “dark art” tweaking with some “blind bullets”.
Check this out …
———————Audra Wrote——————————-
On 13/09/2009, at 11:19 AM, Audra wrote:
Hi Cameron,
Can I get your feedback on one of my Landing Pages? I’ve been getting quite a good response to a long tail keyword but they’re not converting to many leads, so I’m figuring it must be my landing page.
I’ve had 141 visits to my “Online Self Employment” landing page, but only 4 leads.
Here is one of the articles that I have written.http://ezinearticles.com/?Online-Self-Employment-Opportunity—How-to-Find-a-Really-Good-One!&id=2785366
And here is the Landing Page that I created to go with it.http://www.audrastarkey.com/?site=myownselfemploy&t=selfemploy
I’ve tried to keep my landing page minimal – with the main focus on capturing their details, plus ensuring my keyword is also present on the landing page.
Appreciate any feedback/ideas/suggestions Cameron.
Thanks – Audra
———————-Cameron Wrote—————————-
On Mon, Sep 14, 2009 at 9:33 AM, Cameron Outridge wrote:
Hi Audra, I think what you’ve put together there is awesome. Great transition marketing. Yes, it’s clear the landing page is letting you down because people are going there (141 visits), but then not filling in the form (only 4 leads). At even 10% conversion rate you would have 14 leads. This is the beauty of measuring each stage of the process, we can usually pinpoint exactly where the “hole” in our pipeline is).
So I’m thinking you will want to “sell” Self Employed and Rich Series Better. After all, it’s a pretty big step we’re asking people to take, from casually surfing the net, to giving their details and signing up for a course.
So I guess (actually I know for sure) we have to give them some very compelling reasons to fill in the form. The Coffee House Letter landing page does this really well. Remember the bullets points on it? Plus it also provides “social proof” in the form of the testimonials.
So, to “sell” the SE&Rich series better I’d try some kick-butt bullet points.Bullet points give the promise of information, but not the answers, (Craig Garber calls them “blind bullets”). So in this case you are trying to “sell” the Self Employed and Rich Series. Luckily most of the Self Employed and Rich Series article titles actually do a great job, in themselves, of selling the article. So, below, I basically used the article headers to produce a series of seven Bullet Points, for you to include on your landing page. People like flow and rhythm so I’ve started each with the Day No (Day 1, Day 2 etc). Plus at the end of each, in (brackets), we’re talking to them one-on-one (it’s like we’re whispering to them on the side, a little secret that we don’t tell everyone).
Check this out … (the first one is bit wishy-washy, but I like the rest)
In this Boot Camp Series you will learn …
• Day 1: How to increase your personal value to the world by tapping into the value of a system and increasing your value “by association”.
• Day 2: “Why less than one in a thousand people in the MLM industry will ever make 6-figures (and what you can do to be 1 in 1000)”
• Day 3: “How To Avoid The ‘Stupid Tax’ Of Online Advertising”. (You won’t want to miss this one …)
• Day 4: How to use the counter-intuitive power of attraction marketing (it’s simple but no-one actually does this)
• Day 5: How to automate your marketing for ultimate leverage and freedom (this is where it gets really interesting 
• Day 6: How to turn “leads” into cash-paying customers (can you spell “auto-matically”?)
• Day 7: “Nine Keys to Choosing the Right Company — one That Can Provide $1,000-$30,000 A Month Residual Income (in Less than 12 Months. No. 9 is a doozey)”
cheers, Cameron.
———————Audra Wrote——————————-
On 14/09/2009, at 10:26 AM, audra starkey wrote:
Hi Cameron,
Gotcha! I will add your “kick-butt” bullet points and monitor the results. Hopefully they will help increase the ‘impressions’ to ‘leads’ conversions.
I never really thought of bullets being “blind information” per se, but it makes sense. Tease them and hook them in – I like it!
Thanks heaps Cameron – Audra
