Advertising
Advertising

5 Lessons to Increase Conversion Rates You Can Learn From the Sales Pages of Others

5 Lessons to Increase Conversion Rates You Can Learn From the Sales Pages of Others

Hate the look of your landing page? Feel like your copy stinks? No idea what’s wrong, but know something could be better?

Take a look at these five landing pages below for some excellent examples of what you should be doing. They’re for both B2C and B2B products/services, so no matter what you sell, you’ll find a source to spark your creativity below. Read on.

1. Lyft

Take a look at Lyft’s new driver LP and read through it as if you were actually potentially interested in driving for Lyft.

This is your thought process:

  1. If you’re already interested, you would fill out the short form at the top. Five fields is easy (and pretty short for something like a new job). If you’re just curious, you continue on.
  2. With the earnings calculator, Lyft takes your spark of curiosity and turns it into a forest fire. They display the 2x surge rate (when you, as a driver, make almost twice as much money), so no matter which city you pick or how many hours you want to drive, they will always claim a pay rate of over $20/hour. (Try it.)
  3. A quick explanation of the service removes any confusion that a totally-cold lead would have.
  4. Benefits further ramp up your curiosity…
  5. …and smoothly lead into an explanatory video so you can take your raging curiosity and divert it somewhere.
  6. Once you’re done watching (and probably sold on the idea of being a Lyft driver), Lyft comes back and quells any concerns that may have been brought up by the video…
  7. …to finally finish things off with the top questions that their new drivers have (probably) submitted.

The thought flow of this page is perfect. Above the fold captures anyone who is ready to go, and by the end of reading the full page, you have taken yourself from mere curiosity, to extreme curiosity, to learning how everything works, to removing doubt, to being sold on the idea.

Advertising

Lesson: Structure your landing pages to match the thought structure of your visitors.

2. Readitfor.me

Have you ever thought to yourself, “I’m enjoying this book, but I’d rather be watching it in an interactive 12-minute presentation”? Probably not. But it’s a cool concept, right? You might be interested in a service like that… but you’re still a cold lead.

Readitfor.me, a service that compresses business books into short videos, knows this. They know that most of their visitors are probably 100% cold, just by the nature of their business.

So, above the fold, in addition to explaining the service and offering a CTA, they leave you with a “what if”, too – this “what if” helps to warm up leads and spark curiosity, but might take away from the page if their leads were already warm and curious.

Lesson: More text and explanation is okay if your product or service calls for it. Otherwise, keep it as snappy as possible.

Advertising

3. WebDAM

Simplify, simplify, simplify. Heard that before? It’s great advice in general, but when you’re in the B2B space, it’s sometimes counterintuitive. Often times, a B2B lead isn’t acting on impulse – if you have what he or she needs, the lead will take the time to put in a little bit of extra effort and get the necessary materials.

WebDAM capitalizes on this with one of their optin landing pages – instead of going the classic route and asking for just a name and an email, they ask for (pretty much) everything they need to know about the lead. In terms of what the lead wants, that much is already clear – he or she is looking for a new Web DAM and needs help to some degree.

Lesson: In the B2B space, if you have what they need, don’t be afraid to ask for a little more so that you have what you need.

4. Wistia

Wistia takes the approach of being the pro. Take a look at the headline on the homepage. They’re not claiming to be the best – they’re just claiming to be the video marketing platform for business.

The LP further promotes this air of superiority with very little actual copy. Instead of trying to sell the visitor on the platform, they are just claiming to be the top solution, giving out a little bit of information on what they do, and inviting the user to get started right away (for free, of course).

Advertising

Considering the size of Wistia (200k+ clients), they don’t have to try and sell users on the product too heavily. You have to chase them if you want to be a part of their superior platform and learn more about it.

Lesson: Landing pages don’t have to be long. If you have brand recognition and a solid product, you can get by with less. Take a look at other top brands and you’ll see a trend.

5. Orangefox Technical SEO Audit

We’ll end with a fantastic example of a short B2B LP, Orangefox’s SEO audit landing page. Taking into account the non-impulsive nature of B2B visitors, they offer only one CTA above the fold, and it’s tucked away in the top right corner.

Instead, above the fold is geared towards moving you down the page to the chart. If you’re not a big brand, you might get a little offended reading “your side” of that chart. But if you’re a big brand, you’re reading both sides of the chart… and realizing that this company knows exactly what you need and want down to the letter.

The chart gets rid of useless leads (which would cost Orangefox money in terms of time) and makes their target leads realize that yes, this company is definitely a good fit.

Advertising

They end smoothly with a very unique CTA that further promotes their 1-on-1, big-business image.

Lesson: Don’t be afraid to alienate one audience to get to another.

Still stuck? Think about whether or not your landing page is for B2C or B2B, then scroll up, examine one of those pages, and start taking notes. There’s nothing wrong with copying what works – it works for a reason, after all. Good luck!

Featured photo credit: Accelerate Okanagan via flickr.com

More by this author

Josh MacDonald

Internet Entrepreneur

guy friend 8 Ways to Judge If Your Girlfriend’s Male Friend Is Actually a Friend 5 Reasons Why Random People Follow You On Social Media Google Organic Search 2017 CTR 5 SEO Tips To Help Your Blog Grow In 2017 5 Ways to Get Your Degree for Free 5 Things to Look for in a Potential Roommate or Tenant

Trending in Entrepreneur

18 Life-Changing Skills You Can Learn in Less Than 6 Months 210 Websites To Learn Something New In 30 Minutes A Day 3How To Make Money With CPA: Content Locking 4Revealed: Successful Young Entrepreneurs’ Secrets to Making Their Dreams Come True 512 Little Known Facts About Famous Entrepreneurs

Read Next

Advertising
Advertising

Published on August 14, 2018

17 Versatile Work Skills Employers Want to See in Potential Employees

17 Versatile Work Skills Employers Want to See in Potential Employees

When we look at a job advertisement, it can seem as though employers want an exhaustive list of experience and technical skills from their new hire.

They list desirable qualities such as ‘initiative’, ‘team player’ and ‘strong work ethic’. Those words can mean a variety of things to different people and it can be quite hard for employers to illustrate fully the combination of technical and soft skills they want their potential employees to have.

What they often want is a mix of versatile skills that make it easy for them (and you) to adapt to the changing needs and demands which occur in businesses today.

After all, adaptability and innovation are what make businesses thrive.

In today’s ever-changing environment, versatility is a mandatory attitude every working person needs to have. With the following seventeen work skills, you will not only make your employer extremely happy and confident that hiring you was their best decision, you will experience greater personal satisfaction and results.

1. Know what you want but more so why you want it.

Employers need to sense you have a solid idea as to why you are a fit for their role and their organization. They need to sense you have your own sense of purpose.

However, it can be a double-edged sword to say you know exactly what you want to achieve and gain if you are successful in your application and interview.

Some employers can perceive this as arrogance; your needs first, theirs second. What employers are really looking for is your internal sense of knowing that potential to join their organization is a winning combination for both of you.

2. Diplomacy and conflict resolution skills save money, lost productivity and efficiency.

Can you agree to disagree? Can you evaluate without passing judgment or at least be self-aware of your own biases? Can you put these aside to find solutions for the betterment of the team?

Employers look for versatility in soft work skills that bring peace, lower stress and contribute to creating harmony. If you have ways with words to help heated arguments reduce to a simmer so there is space for compromises, negotiations and reasoning to take place your employers’ respect for you will jump at least tenfold.

Peace-making skills are invaluable in changing workplace culture, particularly toxic ones. Any good employer knows a strong in-house negotiator will save them thousands of dollars in engaging an external mediator.

3. Know how to set and reframe your own goals.

Much research has documented that when employees have a clear purpose, mission and goals, they are more likely to be highly productive. They are less likely to flounder around in many directions nor be busy and not produce results that matter.

Employers know well that employees who develop their own goals and can align these with those of the company are more self-driven, self-sufficient and take greater ownership for performing their role.

And the benefit is not only to the employers. You personally will find greater personal satisfaction from achieving targets you have chosen to set yourself. Everyone wins!

Advertising

4. Great time management and organization skills make you highly productive.

Being able to exercise versatility with these work skills needs no explanation. Great time management does not mean multi-tasking. It actually uses more brain power and reduces effectiveness.

Having great skills to prioritize your activities and demands, being able to assess how long things might take you to address are planning skills which greatly aid effective and better execution.

Working in harmony with your colleagues’ timetables makes for better teamwork and workflow plus a less stressed environment.

In today’s working world, any strategies for reducing stress-invoking opportunities are like finding golden nuggets. Your employer will want to hold on to those for dear life!

5. Be a flexible team player by being able to change roles when required.

Employers will be looking to see how flexible a team player, a potential employee could be.

If you are a natural leader, being a better team player might, in fact, mean you stepping down from the helm and encouraging someone else to exercise and step into their leadership potential.

It might be more beneficial to your employer to play the role of Indian as opposed to the Chief in certain situations. Stepping into different positions on your team not only helps you grow but also the rest of your team.

Employers relish having a versatile work team which can adapt and is ready and willing to play different roles, even if uncomfortable when crises happen.

6. Initiative, self-motivated and driven.

When you have your own internal reasons for looking to undertake a role your motivation is driven by something sizzling inside of you.

There is a personal drive and desire for the satisfaction you will experience when you meet a certain target that no other person will be able to give to you.

When you can genuinely identify and demonstrate your own personal connection to the role’s objectives and the greater goals of your employer’s business, they will see you have an internal drive that they don’t need to whip and flog to keep the momentum going.

Any employer will be grateful they just need to help navigate you and support you with the right tools and network and off you go.

7. Be confident but not arrogant.

Imagine if you were conducting initial telephone interviews with shortlisted candidates and one of the questions they asked was:

“How long would it be until I’ll be eligible for a pay rise or promotion?”

Advertising

There is a significant difference between being confident and arrogant. Employers are not looking for confidence purely in you being able to perform every aspect of your role at gold star level.

It comes with being comfortable to say you don’t understand, you have made a mistake, you need support, further training, acknowledging what your limits are and being willing to risk stepping outside your comfort zone.

When you’re a new kid on the block, respecting that you may need to learn to walk before you can run is essential. Unless it is your job to start making significant changes from day one, chances are you’re going to create enemies if you’re so confident your new methods and ideas should replace existing processes.

8. A positive attitude.

Demonstrating positivity as a work skill that will truly win over your new employer is about being genuine and actively applying strategies which look for the glass half full.

Recruiters and employers are not dumb. They can easily see through short-term bright smiles, nervous giggling and general ‘you just need to think positive’ statements.

In the face of grueling challenges, employers are going to look much more favorably on that candidate who can acknowledge the negative features of a situation but still encourage another solution-focused perspective to be adopted.

Even better, if you can use language effectively to demonstrate how you have adopted a positive perspective and helped turned around a tough situation.

It is one thing to have a positive attitude but your potential employer will see you as a superhero if you can show them how you have successfully applied it.

9. You are resourceful but know the value of asking for help.

There is nothing more unproductive (let alone frustrating) than that person who simply asks out loud a question to their team when they could simply have Googled the answer.

Or worse still, they have a manual at their fingertips which has the answer to their question…they were simply too lazy to look for themselves.

Be that person with Sherlock Holmes as their middle name who sleuths like a dog after a buried bone. You can research and turn over stones to discover and learn what you need but you also are able to ask for help and assistance when you need to.

Any employer will relish that person who looks to discover the answers to their own questions first before reaching out and asking for help.

10. Emotional intelligence creates a harmonious workflow.

Despite the level of seniority of your role having a strong ability to handle emotions is fast becoming an essential work skill (and also life skill).

It is even more desirable for any employer when your work skill set includes the ability to detect, adapt to and have skills in managing certain emotional patterns of others you need to work with, manage or report to.

Advertising

So much time, energy and productivity is lost due to individuals’ lack of skills in this area. Any manager who can see you possess and can demonstrate such versatile work skills will think they’ve won the managerial lottery!

11. Be able to adapt your learning style.

There is no real evidence that using preferred learning styles actually increase the rate at which we learn nor the effectiveness of certain styles.

However, being able to make changes to what we are given to learn and adapting it to suit our needs and preferences does help us settle into a new work transition sooner.

We also need to recognize that even though we feel uncomfortable learning a new skill a certain way, it might actually be the way we need to receive it to cement the learning. It is also likely that our new employer only knows or has a budget to deliver training in a certain way.

Either we can choose to adapt or resist but we know for sure the latter is not going to benefit to anyone.

12. Flexible leadership style.

Dan Goleman has conducted extensive research on different leadership styles, emphasizing that being versatile to switch between different styles (e.g. authoritative, coaching, affiliate, coercive, pace-setting) and knowing when to do is a fundamental skill for any leader.

Being able to change your style to lead other people is as important as how you lead your own role responsibilities.

13. Incredible communication skills that actively listen and give clear messages.

Strong and effective communication across all mediums takes time, life experience and highly developed intuition.

Knowing when to use email, a face to face conversation or telephone discussion is one thing. Another is to use words which emotionally connect and influence the receiver to accept, hear and heed your message.

Great communicators know that it is their responsibility as much as the receiver for good communication to take place. However, they also know that the receiver may not feel this is the case.

When you can listen equally, be sensitive to read between the lines to hear the message of ineffective communicators and can respond kindly with inspiring, equalizing and encouraging words, your influence and general likeability as a new addition to your employer’s team will develop in leaps and bounds.

14. Accountability, responsible and dependable.

We’ve all worked with people or managers at some point who lay external blame the instance something goes wrong.

Contrary to popular belief, making mistakes and owning up to it is a highly desirable and versatile work skill that gains loyalty and understanding particularly when mistakes occur.

Owning up to errors early allows both yourself and the business to recover quickly and shows you’re willing to take responsibility to continue forward on when you have stumbled.

Advertising

When you illustrate you can do this, you build your employer’s trust and faith in you.

15. Exercise proactive self-awareness.

Self-reflection is a highly empowering work skill that contributes greatly to becoming better and performing better.

When you actively look for the achievement, celebrate your success and look for pockets of where mistakes you have made can be corrected you improve faster, become more effective and make your work easier.

When you start to look at your own errors, receiving feedback from your employer about the same errors can feel far less confronting and having corrective conversations is easier, transparent and far less stressful and emotional.

You naturally increase your resilience and make life easier for yourself and your employer if you conduct regular self-check-ins and keep your employer updated.

16. Apply a problem-solving growth mindset.

When faced with a problem or challenge, your ability to activate a growth mindset is a highly versatile work skill employers love. Not only are you able to reduce the pain and anguish that a fixed mindset can sustain but your ability to remain open to possibilities to find different pathways or ideas is refreshing and helpful.

If your thought patterns automatically ask: “How can we?” or you often think “there must be a way”, you will only contribute to creating growth opportunities for your organization and inspire others to think the same way.

17. Be teachable.

If you have ever tried to teach someone a new skill or technique and they keep reverting back to traditional ways that are familiar to them, you might have become frustrated to the point of giving up.

Don’t be that person who’s stuck in tradition which no longer serves the business. Whether you are entering a new environment, learning new software or negotiation skills, know that all employers need people who are open to being taught.

Innovation is a core concern of every business. Innovation means change and change means doing something different.

Stay versatile and keep learning

Technical skills can often be taught. Ray Croc illustrated how well a systemized franchise can dominate the planet. Over 36,000 McDonald’s establishments around the world are run by managers barely in their twenties!

Soft work skills, however, take time to develop, learn and confidently apply.

There is a key combination of work skills that would make any candidate employer’s dream. However, the essential factor underlying all of these work skills is versatility.

Equip yourself with these 17 work skills, stay curious and keep learning; and you’ll always nail the job you want.

Featured photo credit: Unsplash via unsplash.com

Read Next