This post describes details of a larger discussion about building a high performance digital marketing funnel. I encourage you to check out the longer video and post here.
Leadpages is a user-friendly, easy-to-use tool for creating powerful landing pages. One of its most powerful features for me is that, with the many templates it offers, I can quickly set up something pretty great in around half an hour. In using it for my high performance marketing funnel, for which the lead capture component is a personalized automated email course, I wanted to really customize it. Let me walk you through it.
I started by doing some research. I checked out other landing pages to see what I liked and didn’t like. I avoided templates in Leadpages that I felt like I’d seen (or myself used) a few too many times. Then I got to work.
Content Drives Design of the Landing Page
I started with my content. What did I want to say? How did I want to say it? I knew I wanted a video in the mix – I always find videos on landing pages really engaging – and that the video would be front and center to do a lot of the heavy lifting. Like any landing page, I had to find the right mix of persuasive techniques – logic, emotion and credibility.
The logic is accomplished by spelling out the problem and how this course can specifically help people better understand or solve their problem. This requires detailed information on exactly what people are getting, how long it’ll take (that’s their real investment in something like this – time – and I want it to be worth it), and what they can expect.
The credibility is reinforced with logos of clients I’ve worked with, testimonials from satisfied clients, and stuff about me that helps people feel confident that I know what I’m talking about and it’s worth their valuable time to give this a shot.
The emotion, finally, is driven by the little things. A high quality video. Cool design. Fun micro-experiences that are unexpected or surprising.
I wrote my content first, sketched out an idea of how I thought things might be positioned, and then started putting pointer to pixel. I wanted to bring the tone, design, and personality of my own website (brand) into the landing page, so I borrowed as many assets as made sense. When I felt like the design and color scheme was on point I put in my content, generally adhering to my sketches and innovating or experimenting where it felt appropriate. I put in call-to-action (CTA) buttons where I knew I’d want them, knowing I’d strip them out later. Here’s why:
Form over function over form in Leadpages
As I say in the video, I have some critical components to the enrolling process – namely a selector or drop-down element in the form where people can choose their professional role – that I really need to get the course personalization under way (I write much more about this in this blog post – click here to give it a read). Unfortunately Leadpages’s baked in forms don’t allow this functionality, so I needed to rely on Typeform to get the job done. Now I needed to integrate Typeform into the Leadpage without interrupting the user’s experience or expectations.
To accomplish this I chose “popup” from Typeform’s share settings and customized the button so it matched my website. Now it was a simple matter of replacing all the CTA’s in the Leadpage with HTML widgets, then pasting the code Typeform provides for me to use my form. In the design layout things get a little scary – the HTML widget scales to the size of the section it’s in so it looks like things will be huge or out of place, but when I test or publish the page everything looks great. The result is a seamless experience – users experience the landing page, hit the button they expect to hit, get a pop-up form like they expect they will, and do their thing. The added bonus that uniquely comes from Typeform is that I can send them to a thank you page with an additional instructional video and their first name without leaving the form. Personalization starts right away and they know what’s happening next in the course they just subscribed to. I wanted to deliver a premium, personalized experience and I’m looking forward to how this Leadpage performs in the wild.
Here’s what I’d like you to do next:
Are you using landing pages in your lead generation, or do you typically send your audience to your website and hope they find the right ways to engage? I encourage you to think about your strategic core content in ways that can help you capture leads, and to do that a landing page can be an essential part of your digital marketing funnel.