Different Perspective On Lead Capture Pages
Whether you're trying to sell car insurance, magazine subscriptions, books, games, legal services or any other product on the web, having a strong lead capture page to convert one time visitors into customers for life is absolutely critical. But in this day and age, it's difficult to get anyone's full attention for more than a few short seconds, especially when it comes to selling something on the web. That's where having a strong and attractive lead capture page comes in to play.
When someone clicks an online ad, they often don't know what's on the other side. If they click and the result is something underwhelming, 99 percent of the time, they'll close the browser window or click right out again. You have about five seconds to make a good impression and get them interested.
You can make an impression through a variety of means. Some lead capture pages utilize sound to grab the viewer's attention. Testing has shown, however, that this puts internet users off as it usually comes as a surprise and actually leads to less sales. Good lead capture pages need to match the general aesthetic of the web page, but can't be too surprising or new. They have to match the advertisement they first click on and the rest of the site as well. In general, when advertising on the web, less is usually more. People respond better to pictures than they do blocks of text. So if a web page is mainly picture based, don't be afraid to make you're lead capture page picture based too. There are several phrases that you should use within your lead capture page that should highlight the action you want you visitor to take. The top of the page should have some context for the visitor in case they forget what it was they clicked. Ask a question that is impossible to say “no” to. For instance, if trying to sign up new customers for car insurance, you could ask, “Do you want to save money on car insurance?” By drawing the reader in with a yes question, you will keep them interested and keep them reading. Below that, write your pitch. Do this in as few words and as simply as possible. In this example, “Sign-up to save 15% on car insurance,” would be a good example of keeping it simple. It's the clear nature and simplicity of the messaging that will sell the customers.
Once you have them hooked, it becomes significantly easier to land a sale. There are still important steps along the way. For instance, if your checkout process becomes onerous, you can count on customers never finalizing their order. Make it as simple as possible and keep the aesthetic of your site consistent throughout the checkout process. A drab online checkout counter can lead to lost sales.