Using PPC To Drive Traffic To Your Ebook Sales Page Part 2
Using PPC To Drive Traffic To Your Ebook Sales Page Part 1
Another important feature that you should add on your landing page is pictures.
Never forget that people learn in three different styles, in words, in pictures and in sound. Where possible on you landing page appeal to all these modalities. But be careful not to make your landing page look like a dogs dinner, with text, images, flash animations and play buttons everywhere.
Again Ted Nicholas gave advice on the use of images, he said… “never put a picture on a page without having a caption underneath it.” The space below the picture is good “real estate” and you should treat it as such.
Pictures should be relevant and support your copy. Ted Nicholas is the grand father of copywriting… having him as someone we can call on for copywriting secrets is a real kudos.
The placement of images is also important as there are some hot spaces on the first fold of your landing page, typically the hot spots are the top left and right hand corners, middle & centre of first fold and to the bottom right.
Take a look at the top corners of our home pages and you’ll find a tip box and join today!
In previous issues of your Internet Marketing Review we’ve discussed eye tracking analysis of web pages and where your visitors eye looks when visiting a site… it’s probably worth going over this again.
The Visitor Experience
Just as important as your copy is your customer journey. Your landing page should be easy to navigate and shouldn’t require your visitor to click lots of buttons or go through a convoluted process to get to the order page!
In an ideal situation, your landing page will be shown after one click (the visitor clicking the PPC ad), within the landing page you should be able to collect name and email address information without having to leave the page or break the flow of your copy.
The next click, which is the second click should take the visitor to the order page and then the last click the third… is submit order!
We live in an instant society, and that is all the more relevant online, where visitors want their information served up in nano seconds! So, ensure that you give your visitors what they want with as little effort on their part as possible.
Most Wanted Response
If you are spending money on PPC campaigns then there must be a most wanted response from your visitors. If its to get a sale, then your copy needs to be very good.
It needs to inform, educate, persuade, heighten desire and motivate to purchase. At some point on your landing page, if your most wanted response is to sell then you will need to ask for the order.
You cannot close early enough on your landing page! Let me repeat that… You cannot close early enough on your landing page.
If a visitor has read your headline, understands the benefits and connects with your product in the first fold of your landing page then there is no reason why you can’t have a button, that says… “OK I’ve read enough & know this product is for me, let me order!”
When the visitor clicks on this or any other order related button they must be taken immediately to the order page. Not to another selling page. Remember make life simple and uncomplicated for your visitors.
A confused mind says “NO” and that’s not a situation that you want to have on your landing page or order click through.
