Without an effective landing page for each and every ad campaign you undertake, you're wasting money.
But a finely-tuned landing page can boost your conversion rate to 2%, 4%,
even 10% for some products and services. And the beauty is that your
profits soar with no additional marketing costs.
Of course, it's not easy to get those high conversion rates. It takes knowledge,
careful design, and then testing to optimize each important element on your
landing page. I wrote the first book ever on landing pages in 2002. Since then
lots has been learned and the book has expanded from 24 to 89 jam-packed pages. How to Develop a Landing Page, published April 15,
2008, is the third and latest edition of this landmark book.
After the
Preface, How to Develop a Landing Page, takes you
step-by-step through the process. Here's the short outline:
Dr. Ralph Wilson has been Editor of Web
Marketing Today since 1995, with 108,000+ subscribers around
the world. He is the author of hundreds of articles and more than a dozen books and reports on
Internet marketing.
Introduction to landing pages
Customer research
Copywriting
Design best practices for boosting landing page conversion rates
Testing, tracking, and refining for even better results
Segmenting and directing traffic to sales paths
You can take a look at the
detailed
table of contents, if you like. The book includes two
appendices: (1) Landing Page Resources and (2) The Landing Page Checklist, which
helps you identify improvements you still need to make.
Mine isn't the best book on landing pages. In my opinion that honor goes to the
MarketingSherpa Landing Page Handbook
(2nd Edition, 2007, $497). That may seem
expensive, but it's worth every penny if it helps you bump up your conversion rate --
and it will if you follow its instructions. But if $500 seems a bit rich for your
blood (or your boss's budget), you'll find huge value in the seasoned wisdom,
best practices, and tips compiled in How to Develop a Landing Page
-- and the price is much lower.
One unique strength of How to Develop a Landing Page is the 72 footnotes that
contain hyperlinks to scores articles across the Web, which discuss the fine
points of landing page construction. We link you to the collective wisdom of
many practitioners of the art.
Why should you buy this book? Because if you follow its
instructions, you can increase your conversion rate significantly for PPC ads,
e-mail promotions, and product pages on your site. An increased
conversion rate is pure profit -- at no additional marketing
cost. Let me illustrate.
Let's say you are selling $25 blue widgets.
If you have 1,000 unique visitors to your landing
page and sell a total of 10 widgets, your conversion rate is 1% and revenue is $250.
If you can increase your conversion rate to 2%, the same
1,000 unique visitors will purchase 20 widgets and your
revenue doubles to $500 -- at no increased marketing cost
whatsoever!
If you can increase your conversion rate to 4%, the same
1,000 shoppers will purchase 40 widgets, putting $1,000 in
your pocket -- at no extra cost.
The cost of my book in e-book format is only $29.95. Here's how you can justify
paying for it. Allocate 3¢ for each of the first 1,000
shoppers who come to your new, optimized landing page. That's it. You'll probably make up
the book's expense the first day you implement changes in your
landing page -- probably several times over.
Praise for the 2005 edition. "I received your e-book on landing pages while in the midst of revamping our Google landing page. With your help, we've seen conversion rates skyrocket by as much as 500%!" -- David Polley, Laserfiche
Unless you've
already mastered the information in this book, purchasing it is a
no-brainer -- so long as you're really serious about selling
products online. If you decide not to buy right now,
click here.
(Note: If you're a paid subscriber to
Web Marketing Today Premium, login now at the top left of
this screen, select "Download E-books," and download
this
book right now at no extra charge.)
You can purchase this book either as an e-book or a printed
book, as an ebook package -- or receive the e-book as a free bonus as part of a special offer. Let me explain....
How to Develop a Landing Page (printed format), $37.95 plus shipping. The book is printed
in black and white on 8-1/2" x 11"
white paper, bound with a plastic spiral binding. California residents
pay 7.25% sales tax. Shipping weight 10 oz.
Special if you subscribe to Web Marketing Today Premium Edition
before the end of the Month
I'll give you 13 e-books worth $237.44 absolutely free if you subscribe before the end of the month. (If you're already a paid subscriber, login now at the top left corner of the main webpage to download your e-books).
1.
My 89-page
How to Develop a Landing Page
-- completely revised and written for mid-2008 -- explains how to maximize the
effect of your advertising, by pointing to a specific "landing page" that leads
the shopper to decide to complete the transaction. This comprehensive guide, now
in its third edition, will help you raise your conversion rate and maximize
profits. It sells for $29.95 on my website.
2.
Guide to Search Engine Optimization
(2007 Edition) is a 97-page e-book that explains in simple terms what search engine optimization (SEO) is all about. It is not a guide for experts, nor will it make you an expert. But you'll understand how to (1) make your webpages and navigation system search engine friendly, (2) develop an effective link campaign to boost your PageRank, and (3) outsource SEO if you decide not to do it yourself. I sell this for $14.95.
3.
How to Promote Your Site through Article Marketing. This
25-page report gives an overview of article marketing, that is, offering your articles to be used on
other sites and e-zines in exchange for a link to your site.
This approach that can be
pursued for no money at all. On page 16 Dr. Wilson reveals a
secret SEO experts know, but most article marketers don't, a
strategy that can significantly raise PageRanks on your website.
Sells for $11.95 on my website.
4.
My 28-page
Social Bookmarking and Marketing helps you get to
the bottom of the social bookmarking phenomenon. Explains what social
bookmarking is all about, outlines two main marketing
strategies -- one that can get you in lots of trouble unless
you know how to avoid the potholes -- reviews tools. Sells for $12.95 on my website.
5.
Report
on Pay Per Click (PPC) Bid Management Software. This
52-page report is a "must read" if you're doing PPC advertising
using only Google's or Yahoo's native bid management interface.
Bid management software can often save you 30% to 50% of your
current level of ad purchases by maintaining your desired position,
optimizing prices by reducing bid gaps on a frequent basis, and
showing your ads only at times when you know your products sell
best -- all working on
autopilot. Which program should you select? This report
outlines the features you should look for, compares 16 different
bid management programs, provides user feedback, and makes recommendations. $14.95.
6.
Research
Guide to Online Niche-Finding. This 49-page book leads
you through the steps necessary to discover a potentially
profitable online business niche, consider the competition, and
develop a unique approach that will bring traffic and revenue. We
examine the 5 principles of research, examine the various
formulas used to spot potential winners, consider the strengths
and weaknesses of the existing research software, briefly survey
24 keyword, PPC, and niche-finding research software programs,
and provide more in-depth reviews of WorldWide Brands Research
Wizard, P.I.P.E. and the Online Research Guide to Picking
Products that Sell. Price: $14.95.
7.
How to Promote Your Local Business on the Internet. This 44-page book is designed for local business owners and marketing directors, as well as professionals who serve them -- web designers and marketing consultants. While not repeating all the Internet marketing basics, it focuses on the elements that can make local business marketing a success, localized search engine optimization, Yellow Page ads, awareness of local portals, use of local PPC options and geotargeting at Google AdWords and Yahoo Local, e-mail newsletters, etc. I sell this for $13.95.
8.
The
E-Mail Marketing Handbook (Second Edition).
This 875-page e-book provides a broad look at all aspects of e-mail marketing -- publishing your own company e-mail newsletter, e-mail promotions,
e-mail marketing programs, formatting the e-mail, ad tracking systems, autoresponders,
getting through spam filters, RSS feeds, and obeying anti-spam
laws. The book also includes four appendices with user comments
and ratings of various programs, a directory of 250 e-mail
marketing programs, and detailed vendor answers to 99 questions
about their software. This is by far the most comprehensive book
on the market, especially as a buying guide to software that
could be used by small to medium businesses. I sell this for $27.00.
9.
The 766-page Shopping Cart Report, revised in January 2004, is the most comprehensive purchasing guide to e-commerce software ever published. It provides a basic overview of carts and my recommendations of 36 particular carts. There's a shopping guide for 12 different cart applications. I provide a directory to 225 shopping cart programs, with detailed information on 50 of the top vendors. I sell this for $34.95.
10.
My 135-page "Report on Affiliate Management Software
2005, looks at the basic and advance features of
affiliate software, looks in detail at 48 stand-alone programs
and 55 affiliate modules integrated into shopping carts. Then
offers candid feedback from about 200 users and makes
recommendations. I sell it for $22.95 on my website.
11.
My 80-page "10 Steps to E-Business on a Shoestring" helps you see how to envision an e-business, find an unfilled niche, and then develop it a low cost. I tell you where you'll need to spend some money, and where to find low-cost services that can get you started without a high investment. I sell it for $17.95 on my website.
PLUS my recent short reports:
But if you subscribe (or renew your subscription) to Web Marketing Today Premium Edition before the end of the month, I'll give you a copy of all these e-books absolutely free. Together they're worth
$237.44 -- and if you add in the subscription price of $49.95, the total value is $287.39. But you'll receive the e-books absolutely free when you pay only the subscription price of $49.95 . Don't miss out. Subscribe now!
How to Develop a Landing Page (printed format), $37.95 plus 
Guide to Search Engine Optimization
(2007 Edition)
