Landing Page Video Tutorial – How to Build Opt In Landing Pages

Landing Page Video TutorialLanding pages are the most effective way to get visitors to take a specific action.

Opt in landing pages try to get people to opt in to an emailing list. And if done well, they can do that very, very effectively.

But most opt in landing pages are so poorly written and designed that their conversion is minimal.

What’s your opt in landing page’s conversion? Is it 70%? Is it 50%? Is it even 25%?

Would you be willing to do some changes to double your conversion? Or to get even 10 more percents of visitors to opt in.

Here’s a video tutorial that explains the most common mistakes and shows you how to increase your conversion.

How to Build Opt In Landing Pages that Convert

Landing Page Resources

Example Subscription Opt In Landing Page

The Key Points

1. Keep it Clean

A good landing page design is minimalistic. There’s only one natural direction where the visitor’s attention can go; and that’s towards your goal.

There are few if any links in the header. There’s no sidebar (usually). And all the text, graphics, videos, opt in forms, and other page elements are clearly separate.

2. Make a Promise

Your every visitor will ask this question when they see your page, “What’s in it for me?” They might not even notice doing it, but if they don’t get the answer immediately, they’ll leave.

Your headline should always make a promise about the value the visitor will get if they read on. You can use an indirect way to promise value, like asking a question about the topic you’re presenting. But the promise has to be there in one way or another.

Check out “101 Headline Formulas” if you need ideas about good headlines to use. It will also tell you what should come after each type of headline. (And it’s my highest converting opt in landing page at the moment 😉 mostly because of targeted traffic, but still you can learn something from it.)

3. Offer Social Proof

If you check out the example subscription opt in landing page, you’ll see there are several testimonials by readers. They’re there to put the visitor’s mind at ease; the visitor will know others are happy with their decision to subscribe.

If some of the people who have given you a testimonial are much better-known than the others, you should put their testimonials first. Testimonials are always helpful but when it comes from someone the visitor knows, it’s much more effective.

4. Explain The Value

“Subscribe to My Blog” doesn’t have any perceived value, unless the visitor already wants to subscribe before coming to your landing page. That’s not usually the case.

You’ll have to demonstrate the value they’ll get if they opt in.

The same is true for any freebies you may offer; they’re not worth an email address unless you prove their value. Use testimonials if you have them, and at least spell out the benefits the visitor will get.

5. Make Opting In Easy

Don’t force visitors to even scroll to find an opt in form. Put one to all key points when you feel the visitor may be ready to subscribe.

And don’t ask for any info you’re not sure you need. Asking just for a name and an email address is the standard, but you should consider asking for the email only; your conversion will (in almost all cases) go up.

What Do You Want?

This video is the first in a series of landing page tutorials. Let me know in the comments what you’d like to know about landing pages; I’ll answer your comment and there’s a good chance I’ll make a video tutorial about it too 😉

And if you have a good landing page, leave a link to it in the comments below…

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Whenever I build or evaluate websites and landing pages, I use a three-step system.

It helps me find the issues that are causing low conversion rates.

And it works as a solid guideline for creating effective conversion paths...

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Peter Sandeen

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26 Comments

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  1. Peter,

    I’m all about minimalist… Look forward to working with you!

    Great stuff!

    Ryan H.

  2. Hi Peter,

    Great tutorial, it kept me hooked all the way through! What I really liked was the focus on what the customers want to see and read, focussing on what they want helps define what it is you can honestly offer them.
    I’m in the process of re-structuring my website so I will be watching this again to make sure I incorporate some of the lessons.
    Thank you!

    • Peter Sandeen said:

      Hi Gemma,

      That’s great to hear 🙂 Like copywriting always, landing pages should be all about the visitor and what the visitor will get. Let me know if you have any questions.

  3. You practice what you preach, Peter. I really do love your landing pages.

    I’m kinda landing-page-burned out, having changed mine a number of times recently, but all this wisdom has been absorbed to unleash when the time’s right 😀

    For now, I’ve applied much of what you’ve talked about here: http://ryzeonline.com/jumpstart

    🙂

    • Peter Sandeen said:

      Hi Jason,

      Thanks! 😀

      I know the feeling; I test my landing pages all the time (and I help others build better ones) so I’m changing landing pages every day… But that’s what I like to do, and am good at 😉

      And I can see you’ve spent time with your landing page.

  4. Very important lesson for online marketing / business building online.

    If you are not using good landing pages, then you are loosing a big time. You have already shared great points of a good landing page, only thing I will add is “Your copy should talk with your audience directly”.

    Don’t try to target everyone 🙂

    • Peter Sandeen said:

      Hi Rana,

      That’s a very good addition, thanks Rana 🙂

  5. Hey Peter, great video, thank you. Dawn

  6. Good stuff Peter! I’m utilizing a video to cover most of the bases on my landing page at LinkedUniversity.com. The site is relatively new, but so far it’s converting at a decent rate. When you are utilizing your home page as the main landing page for new visitors, I think that it can sometimes require a bit different approach.

    However, I’ve also had a lot of success with the format you’ve outlined and we’re working on some other landing pages as well.

    Glad to have found your site!

    • Peter Sandeen said:

      Hey Josh,

      A home page is different from any other landing page and it requires a different approach. If you’re interested in learning more, take a look at a video series about the 5 conversion points. I talk about the difference between landing pages and home pages there… http://affectselling.com/convert

  7. Hi Peter,
    I enjoyed your video. I feel like such a novice at the website game. I’ve had my blog up and running since January. It continues to grow steadily, but I know that I have a long ways to go before I can monetize it. This may be one of those “obvious” questions, but is a landing page the same as a home page? I’m not sure I know the difference.

    Thank you. Tammy

    • Peter Sandeen said:

      Hi Tammy,

      A landing page is principally any page where people “land”. But usually it means pages that have a specific goal (opt in, buy, subscribe, share…). Home pages are different, but they should be treated as landing pages in many ways.

      Take a look at a video series about the 5 conversion points at http://affectselling.com/convert I talk about the difference between landing pages and home pages there.

      Regards,
      Peter Sandeen

  8. […] are three examples of opt-in landing pages that have a conversion rate around […]

  9. Some people do not know how to write the best landing page copy nor the best design.
    IMHO, if anyone is finding it hard to get this done, then the person needs to hire professionals to do it because what is the essence of a landing page if it does not conver up to 50%…. testing mine and if it feels good on my sight, i will publish it.

    Sheyi

  10. […] is called landing page (check Increase Your Conversions to make better landing pages). To make your landing page more efficient, you should remove both the sidebar and the menu from that page (the sidebar and the […]

  11. Just recently found your blog from Firepole really love your content. I run a blog for young entrepreneurs and this post is perfect for them will be sharing it with them.

    • Peter Sandeen said:

      Hi Dwayne,

      Thanks, I’m really glad to hear that 🙂 And thank you for sharing it.

      Cheers,
      Peter

  12. Mahesh said:

    Thanks for sharing, this amazing post…i am actually looking for optimizing my landing for better user & search engine optimization.your tips certainly help me lot.

  13. Emmanuel said:

    Cool stuff and resourceful.I have been running my blog for about 5 years now and I am just about adding an opt-in page at this point.

    • Peter Sandeen said:

      Hi Emmanuel,

      Glad I could help 🙂

  14. […] The opt-in strategy is a brilliant way to help your customers make a decision. You can create opt-ins as pop-up boxes or boxes that appear in the sidebar, but the better strategy is generally to use opt-ins as pop-up boxes and to use them in numbers. […]

  15. […] for the sites that you can use for creating a landing page here are the top 3 by my […]

Trackbacks

  1. […] are three examples of opt-in landing pages that have a conversion rate around […]

  2. […] is called landing page (check Increase Your Conversions to make better landing pages). To make your landing page more efficient, you should remove both the sidebar and the menu from that page (the sidebar and the […]

  3. […] The opt-in strategy is a brilliant way to help your customers make a decision. You can create opt-ins as pop-up boxes or boxes that appear in the sidebar, but the better strategy is generally to use opt-ins as pop-up boxes and to use them in numbers. […]

  4. […] for the sites that you can use for creating a landing page here are the top 3 by my […]

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