Three-Phase Landing Page Mastery
The 3 Phase Process to Achieving 55% Conversion Rates on your Landing Pages, almost every time (with examples!)
It’s not the fact that you don’t believe landing pages work anymore. It’s just that they aren’t really working for you just yet.
You see, other entrepreneurs claim to have amazing conversion rates on their landing pages, upwards of 50-80%. But you seem to be stuck with lower conversion rates, even at 10% or less.
As you likely already know, a landing page is the entry point into your marketing funnel. The problem is most entrepreneurs only have one landing page for their entire marketing funnel.
And this is a huge mistake.
Poor Conversion Rates = Higher Expense
If your landing pages have poor conversion rates, you are going to be spending a lot of time and money getting leads to convert into customers.
Although there are other aspects of your marketing funnel that can affect conversions, your landing page is one of the most critical factors, because that is where you are asking for prospects to give you their information. That is where you are asking them to trust you enough to allow you to contact them. You must get your landing pages right if you want your marketing funnel to succeed.
I believe every marketing funnel should actually have three different experiences, each requiring their own landing pages. In our business, we call these three experiences “lanes.” These lanes are the Sidewalk, Slow Lane, and Fast Lane.
Where most marketing funnels have a single landing page, our system has three. We call this system the SSF Method, or the Sidewalk, Slow Lane, and Fast Lane method. The idea is that leads in each of the “lanes” have different mindsets and different levels of commitment.
When you apply the SSF Method to your landing pages, you really can get conversion rates of 50% or more.
If you want to learn more about our SSF Method, you can go to ssfmethod.com.
The Three-Phase Landing Page Approach
As described above, each lane in your SSF Marketing Funnel requires its own landing page. We call this the three-phase landing page approach because it allows you to build landing pages that are specific to leads in each lane. These landing pages cater to the mindset and commitment level of those leads, depending on whether they are in your Sidewalk, Slow Lane, or Fast Lane.
Let’s look at the three phases of landing pages and what you need in each.
The first one is your Sidewalk Landing Page
In the Sidewalk, your leads are unaware of their pain, but they fit your target demographic. They are interested in the solution you offer, but their pain needs to be more relevant.
Realistically they aren’t really ready to purchase, and they don’t care about you; they care only about their potential problem.
The strongest sidewalk landing pages are the ones that are extremely short and to the point. You want there be very low commitment and very high value.
In the Sidewalk, you only have about seven seconds to convince someone that they should give you their information for whatever your offer is.
This is an example of a Sidewalk landing page we did in my other business, Bots For Business. We are giving away a Guide on how to effectively use Facebook Messenger bots to generate leads and sales for any business. This landing page is converting at 71% for cold traffic.
Here are the basic elements you want with a sidewalk landing page:
- You want to give a qualifier so the person knows what they’re getting on the page. In our example, we used the phrase ‘How-To Guide’ in the title.
- Of course, you want a catchy title. You want to make sure the title is authentic but also draws them in. And typically you want to use the same title on your guide as you do in your ads or wherever you are promoting this landing page.
- You want to have a subtitle, and maybe a short description. Again, with a sidewalk landing page, the key is “less is more.” You want to give them enough information to fill out the form, but not so much that they lose interest.
- You want to have an image of your resource because people are visual and they want to see exactly what they are getting. In this case, we have an image of the cover of our PDF guide. Show them the evidence of what they are signing up for.
- You want to have some social proof, but not enough that it’s overwhelming to read. For this landing page we have some logos showing some of our PR, but for you, it could be a single testimonial or review. The point is you want to show that there are other people who like and appreciate your brand.
That’s it. You don’t need bullet points. You don’t need a picture of you or anything else.
People coming to your sidewalk landing page likely don’t know who you are, nor do they really understand your value proposition. But they should understand their pain, and they should understand their need for what it is that you are giving away.
Next is your Slow Lane Landing Page
In the Slow Lane, your leads are aware of their pain and they want to be an informed buyer. They are seeking knowledge and information about their desired outcome.
You are typically retargeting people that are in your Sidewalk. They have already begun to understand who you are, so you can expect a higher level of commitment.
This landing page is for one of our slow lane lead magnets. This PDF guide is about 15 pages. It’s targeted to entrepreneurs that are very busy, six-figure entrepreneurs. This landing page is getting over 38% conversions.
Because this landing page is targeting warmer traffic, we can expect a higher commitment in terms of what we are asking of them.
You still want your slow lane landing pages to be short, but they will typically have additional information. You may have a little bit of a longer title or description, or add a few bullet points to increase conversions.
Also, in the Slow Lane, your visitors are in the process understanding mode. They are beginning to look to you as an authority.
Because of this, it makes sense to add more social proof in these landing pages as well, or a picture of yourself because they are more likely to know who you are.
Finally, you have your Fast Lane Landing Page
In the Fast Lane, they are highly aware of their pain and they are ready for a solution. They are trying to understand and feel what the outcome will be if they proceed with the right solution.
They’ll choose a solution offered by an authority if the conditions are correct and their objections are handled. When you position yourself as that authority and handle their objections, you win their trust, and you get them to invest in your core product or service.
This example is a landing page where we asked people in our slow lane to register for a webinar we recently did. This landing page had conversion rates of over 60%, but we’ve seen Fastlane landing pages converting as high as 88%.
We are asking more of them on this landing page because we want to qualify them into our Fast Lane. In this case, we are asking them to show up at a specific place and time to hear what we have to say.
And with a webinar, they know they will need to set aside 90 minutes to receive the content. So you don’t usually want to be running cold traffic to these landing pages. You want to run these to your Slow Lane audiences.
The Importance of Three Landing Pages
I have already shared with you our SSF Method, and how important it is to know which lane your customer is in. The quicker you can clarify your Sidewalk, Slow Lane, and Fast Lane the quicker you will see success in your overall marketing funnel.
Your landing pages have to be able to have that differentiation between each lane or you’re going to lose a lot of conversions. Especially when you’re starting out, the difference between 25% conversion and 50% conversion is huge.
When you have your three landing pages set up properly, as your leads go through the Sidewalk, Slow Lane, and Fast Lane, the conversion rate should get higher.
You should easily see a 35-45% conversion rate for the Sidewalk. You should have about 45-55% for the Slow Lane, and 55% or more for the Fast Lane. And, again, you are using the methodology we teach in the SSF Method to move your traffic from lane to lane.
So, What’s Next?
But understand, there is no one-size-fits-all sort of situation. This will not work 100% of the time for 100% of the people that implement it. So if you’re developing your marketing funnel, and developing your landing pages, make sure you follow the SSF Method. Make sure you are thinking about the experience you are giving someone.
Now that you’ve gone through this guide you understand the importance of landing pages. The truth is, it’s completely possible to build highly converting landing pages using this guide… but you likely need a little something more than just that 😉
Because if you implement this, you’re going to be getting a lot more leads into your business…how are you going to properly nurture those leads so that they become customers?
See, landing pages are just a piece of the puzzle; what you really need to effectively and efficiently transform leads into customers is a fully customized marketing funnel that speaks to your leads where they are at in their journey.
Are You Ready for The Challenge?
So we’ve put together a 5 Day Online Marketing Challenge where we’ll show you exactly how to build your automated lead generation system that brings leads into your business day in and day out.
We’ll show you exactly how and where to plug in your landing pages for maximum conversion and then take all those new leads you get and turn them into customers. You’ll learn all about how to put together compelling lead magnets that people can’t wait to opt in for, and how to communicate that on your landing pages.
We even give you downloadable landing page templates that you can customize immediately for your business.
We’ll walk through how to craft irresistible emails that build strong relationships with your leads and we give you email swipe files so you can implement this right away.
And, of course, we’ll walk through how to drive loads of traffic to your funnel and how to pick the perfect conversion method for your business that will ensure you are turning those leads into paying customers.
You’re only 5 days away from having a solid plan for implementing automated lead generation into your business.
Just go here to register for the 5 Day Challenge. learn.goinfinitus.com/5-day-challenge