As digital businesses grow, the role of landing pages and their Call-To-Action (CTA) – the button they hope you click – that may collect your name or other details that might send you an e-book – works. It is a vital step.
A landing page has one job – get your ideal buyers to – click (CTA). Continuous improvement requires constant measuring of
- What is the percentage of clicks for each landing page compared to the industry averages?
- How can you improve the click rate?
Enterprise businesses can operate up to 700 individual landing pages – with highly segmented offers and marketing campaigns.
Improving CTAs relies on an enduring principle – you are initiating and completing a value exchange.
Whatever your offer – the ideal buyer has to see this as worth giving up their details.
How you communicate – is vital – language matters.
If you offer a – free – e-book to capture sign-up by potential buyers, this signals the offer as – cheap.
If you haven’t made the value exchange – your sign-up rate will be low to none.
To improve CTA, it is essential to
- Strip away vague sentences,
- Remove industry jargon,
- Emphasise the buyer’s gain first,
- Build a logical, sequenced set of reasons – that focuses on the value of clicking,
- Consider this – a lawyer makes a series of statements in a courtroom to prove their case before a judge – similarly, your job is making a series of statements in the court of public opinion – to prove your case for the buyer to take action.
I received this email offer (a landing page via email) today from a small business – I have cut and pasted their email offer.
The offer –
What is inside – what you will get when you click below,
- The right way is to position your offer as an investment (and avoid the ‘commodity trap’)
- How to use ‘anchoring’ to command higher prices (while your client feels your work is a huge discount)
- Simple price psychology (and why specific numbers sell better than others)
- The ‘dark side of discounting (and when discounting may grow your business)
- The sneaky ‘price decoy’ (and how to use a decoy to sell a lot more memberships or recurring-income offers)
- The underutilised ‘$100 Rule’ of discounting psychology (where you can tweak the way you present a discount to make more sales)
- The 10-to-1 value formula (and what could happen if you add too much value to your offer)
- How to adopt an abundant mindset (and stop worrying that your client must lose money for you to earn money)
- and more
Plus, there’s a tiny bonus module worth more than the cost of the newsletter: How to set up a Reverse Sale framework to generate more demand for your current offer without discounting – you will lift your prices instead.
And there’s a ‘mystery’ unadvertised bonus insert as well…
The CTA was – to provide your name and email address.
Their offer will probably do well – the value exchange – learning more about how to get more potential buyers – would seem to exceed giving up your email address.
Today more and more marketers are adopting AI to revolutionise their landing pages, CTA, and use of language to improve campaign performances and stay ahead of the competition.
When marketing talks to you about how to grow – these are fundamental considerations that will make you a better-informed buyer.
We accelerate communities of PASSIONATE NEW BUYERS by fuelling and facilitating their insatiable hunger for authentic content and conversations – so your business captures enormous attention and engagement – influence and sell more.
Now the most valuable asset in the world today is attention.
The FASTEST growing businesses have one thing in common they get more organic attention on multiple social media platforms – every day.
- They are seen and heard more,
- Engage more with their ideal buyers,
- Influence and Sell More.
Our business reflects the human truth: we are a social and human-first digital agency built on strategic narrative and pitch across platforms.
We accelerate powerful buyer insights gained through micro-content that ultimately influences actual business results.
Your ideal buyer truth is our lifeblood – we are loyal to it, defend it and accelerate it.
If you have read this far, thank you for your attention.
It means a lot. I hope this helped you even a little bit in better making sense of this topic. If so, please, share it with a friend who might also benefit from it.
Thanks for reading,
David
