How to Increase Your Landing Page Conversions | Bathroom Break #126

0:07Jay:Welcome to a new special series called The Bathroom Break. That extra 10 minutes, you either have to listen to marketing tips or use the bathroom or both. But I don't recommend both, but that's your choice. This collab is going to be super fun. We have Daniel Murray from the Marketing Millennials and me, Jay Schwetelson, from the Do This Not That podcast and subjectline.com. Each episode in the series, we are going to go over quick tips about different marketing topics. And if you want to be in the bathroom, fine, just don't tell us about it. Thanks for checking it out. We are back with another bathroom break.

0:41Jay:I am here with the man, the myth, the legend, Jay Shwedelson. And we're going to talk about some ways to increase conversions on your landing page. But first, we were talking before this podcast about, like, gross things people were doing on planes. And even, like, normal things that people just do that they think is normal in public. So, Jay, what is another thing? I know. Everyone's disgusting. People are disgusting in general. And so I was just flying. I was going to conferences. And I'm on the plane. And this dude next to me, he had no socks on. And he was wearing some sort of shoes. shoes and in mid-flight he takes off his shoes but he had no socks on so i'm all for you want to give your shoes and you have socks on the airplane fine but he had no socks on and first of all just for himself that's disgusting like putting your feet on the floor of the airplane completely disgusting but i think it's like i i don't i don't even know the i was so grossed out i'm like bro this is just you're gross like like do you encounter gross people first of all i'm very like grossed out by feet so that would make me sick i don't even like when people wear like sandals on a plane like and because then they then they end up touching the floor anyway i'm like why are you wearing sandals at the airport like just wear shoes like it's dangerous um i had someone that was continuously and like it was continuously farting and it was like coming downstream in my face and i couldn't and i was in a situation where i couldn't move so it just was like in my face in my face in my face and i and i and i think he kept like like doing this thing where he would like look like didn't know he was doing it and i'm like dude please just one's enough like you could every two minutes it was downstream in my face uh because i'm like i'm like an old like gen x whatever is downstream it might be my new favorite word is downstream is that a word that people use i just know when like no like you know like odor just comes like downstream in your face and just it's it's it's terrible and it's like you can't stop it because it's like the air is blowing towards you and you're like downstream and you're like down like sometimes you want you want to go against you want to go the other side of the wind and i was not on the other side of the wind so oh we need to name this episode down streaming that's my favorite let's be the word of next year all right this is useless let's get into how you can increase your conversions on landing page so i'll go we're going to rattle off a bunch of let me give you a first a few ones well when you have must fill fields on your your offer page your landing page whatever it is business consumer whatever you really need to think about how many fields you're you're requiring somebody to fill out people don't know this but for every additional must fill field that you have you will lose eight percent of your registrants and obviously depending on what you're selling whatever you need to collect certain things but if you don't need to collect everything then there are certain fields that are actually destroying your response rate so what are some other things Daniel I think the other thing I like to do is under your CTA or under your call to action or under your form having a social proof stat or something that's running but not only having a set of like x amount first make it specific like 235 ,344 whatever just make up like not make up a number but make something that's actually sound specific so it sounds legit and not made up but second name your audience like a lot of people say like people checked out or customers checked out or something if they're marketers if they're marketers say marketers if they're like beauty insiders say like beauty insiders if they're this they call out what they're doing um and your audience underneath as well as having the number.

4:49Jay:So that is something that I think is underrated. I don't see a lot of, it's something that people tell you to do, but they, I don't see many brands putting that social proof under the CTA, right under the CTA. Yeah. And I think it's really important what you said about social proof, about being specific, um, social proof on your landing page. You only need one testimonial, but it can't be like, this is a great product or I loved it. It has to be like, this helped me improve my business by 37 % or it cut down on my cost by, you know,$50 a week. Specific stuff is what really, really works. And then here's the other thing you want to, two things you want to do on your landing page.

5:24Number one, there can be no navigation bar. There could be no links to anywhere else. When you get someone to that page, we're a very simple-minded species. If there are links leaving that landing page, that offer page, people will click on them. Okay. If you have a standard navigation bar on that landing page or offer page, you will easily lose 30 % of the people going to that page because when there are options to click somewhere else, that is the first thing they're going to do. So if you do nothing else, make sure there's no trap them on that page. You need to trap them like it's Love Island and they can't leave.

6:01Okay. The other thing you want to think about is logos. I don't care what your business does. you have partners that are big companies that you have vendors you have clients you have whatever put logos of whoever you're working with your partners clients whatever on that page you need to let the person feel validated that they're making the right decision and these logos are that last proof point that they need to say you know what this is a legit organization a legit product i'm gonna buy it you may not think that these things matter but you right now probably have a less than 10 % conversion rate, meaning that for every 100 people that go to your landing page or offer page, less than 10 % of people are buying it.

6:42That's horrendous and unacceptable because they just clicked through. They were interested in the thing. Something on that page is turning them off and it's these little things that are doing it.

6:52Jay:I would go a step further is with the logos, make sure they are matching the level of company that's coming to the page. For example like if you're like selling like to an smb and you're saying and you're putting a huge enterprise brand on there they're going to be like it might be a cool logo but it's not like people want to see companies like them or people like them doing something they don't want to see um like if you like for example if you're selling to women and you have a man on your page is like they're going to think this is for men not women um so like it's the same thing with the company logos have something also i really think you really need to make the button color way different than that that stands out on the page like a different brighter color so people can be directed to that button i see too many people putting buttons that are blend in with every color on the landing page people need to know like this is where i need to click they need to you need to direct their eyes to that click that that button um so make sure that that that i hate that like make it pop like same but make that make sure that it stands out in the eye with a color that doesn't blend in and the last thing i'll say is the actual words the verbiage on the button obviously if it says submit you should quit your job that's ridiculous that's terrible Okay, but what you really want to do is reiterate the offer and make the person feel like they're going to get it.

8:23If it's, you know, they're getting, you know, a free insurance quote, it's get my free quotes now. That's what's on that button. You're actually letting the person say, oh, if I click this, I'm getting this. All right, order this, get my 25 % discount now. Start my free trial now. Reiterate the offer in that final click through, that submission button. don't just have it be boring generic you know register or whatever this is a game changer in

8:50Jay:terms of performance yeah i mean also i would say that language that you're using the button needs to fit like who you are as a brand too i feel like people may mess up that like register just comes off boring submit comes off boring so like you don't want to look at the like a company that just slopped together a form on the page so you want to look like you intentionally like did something with that form and you you you're using the voice of your brand to make sure you you're you're doing that and it matches with how you're trying to come off but if you press submit it just looks like you took like a random form builder and just put it on your site and slopped it on and people just don't want to work with someone who just slops things on their website i'm sorry completely agree with you i want to ask you a question about being disgusting so like i'm a big fan of when I fly, I wear long sleeve shirts because like if I then I'm sharing an armrest with somebody and I'm in a short sleeve shirt and they're in a short sleeve shirt and then our skin touches, I want to throw up and I want to run away from my own body.

9:52Is that weird or are you okay? Like if your skin touches some random person while you're on an airplane?

10:00Jay:I don't get that close to people, but I wear it because I just think that people don't clean those seats very well. So I just wear a long sleeve. And I also am a big, when I get home, I take off all my clothes and shower right then. I don't touch anything in my house with those clothes. Those clothes are in the washing machine right as I get home. So that's an interesting topic. I probably feel listening to that we're germophobes or whatever. I don't know. But I agree with you. The second I get home on the plane, my wife won't even hug me. She'll do an air hug. And she's like, all right, after you get cleaned up or whatever, I'll give you a big hug or whatever.

10:47And the same for her because it's like I am representing all of humanity in that moment. And I'm trying to distract you. You're walking peachy. You're walking peachy, Jason. Do you think everybody else does that? Do you think everybody else kind of like...

11:01Jay:I think there's extremes of it. I know people who have outside and inside clothes for everything. They'll go outside for five minutes, and then they want to change into inside clothes. Oh, that's weird. No, that's weird. Yeah, or they'll go to a restaurant, and then they'll take off their clothes automatically and put on their inside clothes. So, but I, like, places that are really disgusting, like, for example, my kid goes to daycare. As soon as he gets out of daycare, I strip him, like, and whatever. Well, that makes sense. It's a peachy dish. Yeah, but it's like an airplane, basically, daycare.

11:37Jay:But if I go for a walk and then I come back in. An airplane's like a daycare for, like, adults, like, on the plane. It's disgusting. Oh, the airplanes are just almost, everyone's gross. It's completely disgusting. um yeah i don't know like don't get a tuna fish sandwich and go on an airplane just don't do that you know it's it's ridiculous they shouldn't i don't know why in the little store the turkey sandwich is fine but they shouldn't be selling tuna fish sandwiches in the airplane store what about the people who bring it from home that's that's worse the people who bring oh ali ali brings all of her food on the airplane from home all the time she brings tuna salads on the plane no not tuna salad she's not that person no i'm just saying that's what i mean i I don't mind if you bring your own food.

12:20Jay:I'm saying if you bring your own. If you go that far, bring your tuna salad on a plane. No, no, no. You're disgusting. You need to go and have a conversation with yourself. You're gross. Listen, we've covered a lot of ground. Everyone here is downstream of this episode. It's my new favorite word. And everybody's got to go follow the market. Millennials follow, do this, not that. And we'll see you at the next one. Daniel, come on, man. I got to get back to work. get out of there. While he's still in there, this is Jay. Check out my podcast, Do This, Not That for marketers. Each week we share really quick tips on stuff that can improve your marketing and hope you give it a try.

12:59Oh, here's Daniel.

13:00Jay:He's finally out. Back from my bathroom break. This is Daniel. Go follow the Mark and Millet podcast, but also tune into this series. It's once a week, the bathroom break. We talk about marketing tips that we just spew out. And it could be anything from email, subject line to any marketing tips in the world. We'll talk about it. Just give us a shout on LinkedIn and tell us what you want to hear. Peace out. Later.