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eBook Landing Page Mistakes

January 29th, 2011 . by Peggy

Image from Copyblogger.com

This is a great post from Copyblogger, which if you don’t already read, you should be. Founder Brian Clark is a real smartie, and he’s always got great stuff.

When he talks in #2 about not using a standard page from within WordPress, don’t forget that you can remove the sidebars from any WordPress page and still use that as a landing page. I do it all the time, and it’s very simple to have a theme designer help you with a few brief keyboard strokes that will simply create another page template.

Brian often has clever and brief tips that are extremely useful, and you can follow him on Twitter as @copyblogger.

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Creating A Landing Page For Your eBook

March 4th, 2010 . by Peggy

Creating a special web page to sell your eBook is almost more important than the eBook itself. Here are my top landing page tips for eBooks and many other products.

Let’s define what we’re talking about: the term “landing page” refers to the single-purpose web page where potential buyers “land” when they click on an ad, a link, or a direct URL that invites them to buy your eBook or other product. A landing page can be part of a larger website/blog, or link to one, or not. But it’s just designed to do one thing: sell your book. The science of landing page design and testing is now quite sophisticated, and there are a variety of web resources on the subject. I won’t bother to link to anything here, as one search in Google for “landing page design” will bring a flood of information.

Directing web traffic to a devoted sales page has several advantages over sending users to your standard website;

1) You can direct visitors down a strict path that is engineered to do nothing but close the sale. Don’t underestimate the power of this. Certainly, you may wish to provide links to your main web presence, but good salesmanship suggests staying focused on only need to know information until buyers demonstrate additional interest by clicking or scrolling.

2) If your product takes off and sells like hotcakes, you may end up with an overloaded web server, or coping with some inevitable negative feedback. Insulate your website by keeping it separated, except for hyperlinks if you choose to provide them.

3) You can target sales niches that are outside your normal market, by slightly altering your copywriting, graphics, etc. on this page alone. Make niche buyers feel extra special by speaking directly to their specific problems.

4) You can offer partner companies custom sales pages that enhance a link between your product and someone else’s. This might relate to affiliate marketing relationships, or an important endorsement.

5) THE BEST REASON: You can use a special targeted URL for a landing page, such as TheTitleOfYourBook.com, rather than YourCompanyWebsite.com, which may have no intuitive or similar-sounding relationship to the name of your eBook. I never, ever endorse a client marketing a product for which they do not own the associated .com domain name. Click here to view my tips on how to choose great domain names, and in turn, titling your eBook.

Landing pages and the “science of conversion”, or figuring out what converts browsers into buyers, is an extremely deep topic. But we can explore a few basics here that will help to eliminate any obvious mistakes.

Top Tips for eBook Landing Pages;

1) Make a beautiful, bright and most importantly, clear “Buy it Now” button (BIN button) and put it in several places all over the page. (See below for the 4X4 Rule.) The term “Buy it Now” is obviously not the optimum sales language to use on the actual button, but when we talk about the BIN, this button is what we mean.

2) Use video. Sitting in front of your webcam is better than nothing, but if you have a home video camera, that will do an excellent job. Edit the video as per the tips in my “Video Tips” post.

3) Make sure that all text and images are high-contrast and easy to read. No flaky fonts, no greyish text on patterned backgrounds, etc. Pay attention to the heirarchy of the information you want to convey, and make that in the largest font, then the second-most important info in the second-largest font, etc.

4) Use imagery from your eBook on the website to entice readers with a bite of what’s inside. Don’t give away the farm, but pictures send a message quickly. Use them to tell the story fastest.

Nadine is the Author of “The Groove Mamma Goes Gourmet – Easy Ways to Put the Fun Back Into Entertaining”, a 28-page eBook that I created for her. Nadine created her landing page at GrooveMamma.com herself, and she did it in one evening. She sold 10 copies in the first 48 hours, before the marketing campaign had even begun. The lesson to learn here? SPEED is the name of the game.

The 4X4 Rule:

When designing your landing page, follow the “4X4 Rule”. This rule is about where you place specific items on the web page. This is based on eye-mapping testing, which tells us which parts of a web page get read more often or in priority order, and this is also based on actual split-testing of results on various landing pages.

Divide your space on the landing page into four quadrants, and put the following content in each quadrant:

Top Right: The Desired Action
Whatever you want people to do on this page, put it here. The BIN, the sign-up form, the download, the “vote now” button – whatever.

Top Left: The Story Image
An uncomplicated, clear image of the emotional story that you want buyers to understand right away should be part of some sort of banner that sits here. The photo can be overlayed with the product name or a Big Question, but keep any text really, really simple and easy to understand and read. People need to instantly GET IT and want to be or identify with what they see in the picture.

Bottom Left: The Details
Here is where you type the topics covered in the eBook, the problems addressed, the items included, the extra bonus CD’s, the incredible benefits by reading it, etc. Don’t forget to tell them what a genius you are and why anybody would want to pay to listen to your advice.

Bottom Right: The Endorsements
Here is where you put quotes from happy customers, logos from websites and magazines where your product has been featured, and links to both of those if you choose to add them, which will be super appreciated by those other sites. Be sure to get permission where appropriate.

While this is just a primer, and there is plenty of room for expansion on any part of this article, I hope this breaks the ice for anyone looking to improve their online sales. A landing page is a gateway to a clear and concise method of marketing, with overlap into almost any conceivable industry.
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