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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.

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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.

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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).

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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.

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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

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Josh MacDonald

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Last Updated on June 26, 2019

10 Things You Should Do If You’re Unemployed

10 Things You Should Do If You’re Unemployed

Regardless of your background, times today are tough. Uneven economies around the world have made it incredibly difficult for many people to find work.

Regardless of age and qualification, stretches of unemployment have affected us all in recent years. While we might not be able to control being unemployed, we can control how we react to it.

Despite difficult conditions, there are many ways to grow and stay hopeful. Whether you’re looking for work, or just taking a breather between assignments, these 10 endeavors will keep you busy and productive. Plus, some may even help push your resume to the top of the next pile.

Here’re 10 things you should do when you’re unemployed:

1. Keep a Schedule

It’s fine to take a few days after you’re finished at work to relax, but try not to get too comfortable.

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As welcoming as permanently moving into your sweatpants may seem, keeping a schedule is one way to stay productive and focused. While unemployed, if you continue to start your day early, you are more likely to get more done. Also, keeping up with day to day tasks makes you less likely to grow depressed or inactive.

2. Join a Temp Agency

One of the easiest ways to bridge the gap between jobs is to find temporary work, or work with a temp agency. While many unemployed people job hunt religiously, rememberer to include temp agencies in the search.

While not a permanent solution, you will be in a better position financially while you search for something permanent.

3. Work Online

Another great option if you’re unemployed is online work. Many different sites offer a variety of ways to make money online, but make sure the site you’re working for is reputable.

Micro job sites such as fiverr, as well as sites that pay for you to take surveys, are all quick, legitimate options. While these sites sometimes offer lower pay, it’s always better to move forward slowly than not at all.

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4. Get Organized

Unemployment is an excellent opportunity to get organized. Embark on some spring cleaning, go through old boxes, and get rid of the things you don’t need. Streamlining your life will help you dive head first into the next chapter, plus it helps you feel like your unemployed time is spent productively.

5. Exercise

Much like organizing your life, another good way to keep yourself enthusiastic and healthy is to exercise. It doesn’t take much to get slightly more active, and exercise can help you stay positive. Even a walk around the block a few times a week can do a lot for keeping you motivated and determined. If you take care of yourself, you can make the most of this extra time.

6. Volunteer

Volunteering is an excellent way to use extra time when you’re unemployed. Additionally, if you volunteer in an area related to your job qualifications, you can often include the experience on your resume.

Not only that, doing good is a true mood booster and is sure to help you stay optimistic while looking for your next job.

7. Increase Your Skills

Looking for ways to increase your job skills while unemployed is a good way to move forward as well. Look for certifications or training you could take, especially those offered for free.

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You can qualify more for even entry level positions with extra training in your line of work, and many cities or states offer job skills training. Refreshing your resume, and interview and job skills may make your job hunt easier.

8. Treat Yourself

Unemployment can be trying and tiring, so don’t forget to treat yourself occasionally. Take a reasonable amount of time off from your weekly job hunt to recharge and rest up. Letting yourself rest will maximize your productivity during the hours you job search.

Even if you don’t have extra money for entertainment, a walk or visit to the park can do wonders to help you go back and attack your job hunt.

9. See What You Can Sell

Another good way to bridge the gap between jobs is to sell unused possessions. eBay and Amazon are both secure sites, but traditional garage sales are a fine option too. Sell off a few video games, or some electronics, for some quick and easy cash while you figure out a permanent solution.

10. Take a Course

Much like training and certifications, taking a class can be a good way to keep yourself sharp while unemployed. Especially when you’re between jobs, it can be easy to forget this option, as most courses cost money. Don’t forget the mass of free educational tools online.

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Keeping your brain sharp can help you stay focused and may even help you learn some new, relevant job skills.

The Bottom Line

While unemployment numbers are still high, there are many things you can do to better yourself and move forward. While new skills to aid your job hung might seem out of reach, there are plenty of free ways to get ahead, online and off.

Additionally, don’t forget that taking time for yourself can do wonders for keeping you productive in your job hunt. While it is a challenge, don’t give up–being unemployed can offer you extra time to better yourself, and possibly grow more qualified to find work.

Featured photo credit: Resume – Glasses/Flazingo Photos via flickr.com

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