[Rich] “Hello. This is rich Austin with lunch and learn podcast. I’ve got Carol Scalzo with Hit-the-Web Marketing. Carol recently gave a presentation to my lunch and learn at sprout RI in Providence Rhode Island. That’s a fairly new co-working spot and we’re going to follow up with Carol. Ask her some questions that came out of the presentation. Carol, can you say hi to everybody?”
[Carol : 0:39] “Good morning everybody and thank you Rich for having me here today. It’s really a pleasure to be speaking with you.”
[Rich :45]  [laugh] “Why thank you very much. So after hearing your presentation, I was struck by how I was struck by a couple of things. In particular the issue of landing pages. Can you tell me the difference between a regular web page and a landing page?”

What’s The difference between a regular web page and a landing page?

[Carol 01:04] “Okay, there are several different types of pages on the web. You might have a home page, absolutely have a home page. We might have category, detail and landing pages and form pages. A landing page is specific to one product or service that you offer. It will describe the benefits of that product or solutions that the customer might be looking for. It answers visitor questions. It convinces them of the value that you offer. And it provides them a clear and easy path to get to your desired goal, in their best interest. It has no navigation to the rest of your website. It has one purpose. And that is, to get them to give you lead [information] or have them buy something from you. And you want them to only take one action. If they’re not ready for that action you could have your phone number and email on that landing page; which would allow them to ask questions of you and get and continue the action that you’re trying to get them to do which is to sign up [with] their email or buy something.”
[Rich 02:07] “So, if you needed to sum up in one or two sentences the advantages or the primary advantages of a landing page what would they be?”
[Carol 02:19] “Thank you very. Good question. The more landing pages you have the more conversions you have.
[Rich 02:23]  “Well everybody wants more conversions.”
[Carol 02:25] right
[Rich] “So, …”
[Carol 02:28] “so that’s the point. So try to have as many landing pages as possible. One for every service.”
[Rich 02:33] “Ah, so don’t mix your messages on the landing pages. Have them focused on one or two things you
want to have that landing page accomplish for you.”
[Carol 02:45]  “So I would say only one product per landing page.”
[Rich] “okay”
[Carol 02:47] “Because there’s other time to sell the other products or services.”
[Rich 02:52] “so a landing page is that actually part of your website or is that stand alone, oh …”
[Carol  03:00] “It looks like it’s part of your website. It looks just like all the other pages with your logo and the colors. It is a page you know it looks like part of your website but it definitely has its own purpose.”
[Rich03:18] “But it follows all of your colors and logos and the whole feel of your…”
[Carol] “Correct”
[Rich 03:24] “Ok, right that makes sense, yeah.”
[Carol 03:25] “Keep your branding in the landing page because you need to let people know this. This is who you are, right. That they’re coming to your landing page that it makes coming from a pay per click or from social media it’s a continuous look and feel.”

How does a Landing Page Push a Visitor toward a Specific Action?

[Rich] “That makes sense. Right right. Now in your presentation, you indicated that a landing page should push a visitor towards a specific action. can you give some examples.”
[Carol 03:54] “Ok so if my landing page is going to be lead generating I would want someone to give me their email perhaps in exchange for something of value such as an e-book. Now they have to give me their email in order to get the ebook download. If I want them to buy something then it’s going to have either add to cart or check out so that button is very specific as to why.”
[Rich 04:26] “So these specific actions could be… one, give me your email or two, I want you to buy something.”
[Carol 04:29] “Correct”
[Rich] “Okay that makes sense. Now… I’m sorry go ahead.”
[Carol 04:35] “So, for another example is like a hotel might have a button on their website that says book online. it’s very specific as to what action you want people to take. and it’s very clear what you want, what they need to do in order to buy your product.
[Rich 04:50] “Okay that makes sense. Still on landing pages because I thought I think most of the people listening would find those that topic pretty interesting. You had spoken about the need for them to be effective but how do you ensure that they will be?”
[Carol 05:12] “Okay [sigh] There’s no guarantees in marketing.”
[Rich 05:14] “Oh come on [laugh]”
[Carol 05:18] “However, we try to start with the best that we know that works. And that would be to do some research and see what your competition is doing. And just read some case studies as to what has worked for people and how it’s you know increased conversions for separate companies several different companies.”
[Rich 05:31] “Okay. So basically, do your homework. Do your research. Find out what’s worked for others. You don’t need to reinvent the wheel. Or, in this case, reinvent the landing page. Okay.”
[Carol] “Right.”

What Should A Landing Page Look Like?

[Rich 05:50] “So, what should a landing page look like? You had mentioned ingredients.”
[Carol 06:00] “Right. Okay well
Nine (9) very important ingredients
  1. Your unique selling proposition for one particular product
  2. One image or video, because images and videos speak to people that are visual. A video should not be any more than two minutes long because after that you’ve lost them. You can use those images and videos to be to help the search engines find your landing page.
  3. You’ll want to have 3 to 7 benefits, not the features. [06:28] because you want the benefits to reveal [06:30] solutions that your product or services are offering your customer, your potential customer.
  4. An example of context of use is fantastic as another way of [06:39] a review or testimonial”
    [Rich 06:41] “What would that be? Give me an example of a context of use.
    [Carol 06:44] “So say a company is selling high-end mailboxes.”
    [Rich] “Hokay!” [laughter]
    [Carol 06:56] “And they want to see how people use their mailboxes or set up the mailbox and displays to make part of their garden. Now they can take a picture of their garden and how beautiful they made their mailbox kind of blend in. That’s a context of use. so I would ask them maybe go to engage them in my social media and ask them to send us pictures or post pictures of how they’re using our products. maybe it’s a garden bench now where did you create you you know what did you do in your garden? Maybe it’s a high, a very formal garden. Or a very not so formal garden. if so depending on the type of events you have would go into your garden and people can see how used it.”
    [Rich 07:33] “So in this case something like a Pinterest might be a good social media to reach out because then people would actually see the product in use. That’s what you’re talking about with the context. [yes] I see.”
  5. [Carol07:46] [5]”You want an enticing form. So, if its lead generation, right, we want it short and sweet. As few fields as possible. if you’re filling out a form how many fields would you want to enter?”
    [Rich] “yeah not too many.”
    [Carol 08:00]  “Not too many so in lead generating maybe two or three fields. if it’s a form now people expect it and you have to give us credit card information people expect a little bit more information to be given. But you can help them by having pre-filled fields. So for example shipping and billing. If I entered all my shipping information and billing as the exact same, give them a box to check and then pre-fill out the billing fields to be the exact same as the shipping.
  6. [Carol] okay. one to three trust elements. Trust elements might be… i’m working on a secure site so you can see a lock that shows this secure area to.”
    [Rich] “Okay yep yep.”
    [Carol 08:37]  “I can enter my credit cards without worrying about getting hacked. I can. How about Better Business Bureau? That’s a very good trust element. So, if a company has a B or an A+ rating include that in your landing page. Because it’s automatic. You know that people have had good reviews of your business.
  7. One call-to-action. Don’t confuse people with different calls to action. You have to have a specific purpose for your landing page.
    [Rich 09:02] “So, one call of one call to action per landing page.”
    [Carol] “Right.”
  8. Thank You Page to be a separate page from your landing page. When they’ve either filled out the form and download that ebook or if they’ve made a purchase your thank you page is a separate page.
  9. And then you also need to have A/B testing. What’s A/B testing?
    [Rich] Good question.
    [Carol 09:24]  “It’s having variations of your page. So if you have a conversion rate of a landing page – a conversion rate typically in our industry on average would be 20%. So, if you’re at 15% you want to make a variation of that page and maybe change only change one thing so that you… ”
    [Rich09:45] “One variable at a time so that you know what’s working or what change might actually have worked.”
    [Carol ] “Right. So then you give it some time like 30 days to see how much your conversion rate has either gone up or gone down.”
    [Rich 09:55] “So you need to have some patience.”
    [Carol] “Yes”
    [Rich 09:58] “okay alright.”
    [Carol] “Those are the nine (9).”

Trust Elements

[Rich 10:08] “You had talked about the trust elements. Ones that I always like to see is when they say they’re not going to share my information.”
[Carol]  “okay very good yes.”
[Rich 10:21] “I like that mm-hmm all right um yeah I’m I definitely have to look at my website etc and figure out how I’m going to incorporate some of these great ideas for landing pages. Now, you had mentioned the need to create engaging content. now obviously that’s important. But I imagine this might be different for different audiences. Can you speak to that?”
[Carol 10:45] okay so if you gave an example earlier if I was selling air conditioners right. I’m a company who sells AC units. So, I might have a residential and commercial audience or customers. So, I would use engaging content and talk to my residential customers in a different way than I would talk to my commercial customers. Perhaps, I would offer different types of AC units to residential versus commercial. So my engaging content.  you know you have to think about what makes you open an email message. What kind of headers? so the
first thing that gets anybody to open anything is a compelling subject line, your heading.”
[Rich  11:21] “Stay cool this summer!”
[Carol 11:23] [laughs] right
[Rich] “I would open that up! okay okay.”
[Carol 11:32] “So that’s effective. That is a highly engaging element.

Creating Offers

[Rich 11:35] yeah all right. Sticking with our discussion concerning different audiences you talked under your nine ingredients about creating offers. Why are they important? and what would you hope to accomplish? What sort of offers would you put out there?

Taking the Visitor down the buying journey

[Carol 11:58] “Okay creating offers. I refer to the buying journey funnel, where…”
[Rich] “So, you’re buying is a journey.”
[Carol 12:09]  “Buying is a journey and we have to be patient. We can’t expect people to buy from us right away.”
[Rich 12:13] “Sometimes you have to hold them by the hand.”
[Carol] “Correct.”
[Rich 12:15] “Lead them down the path.”
[Carol 12:16] “We have to make them care who we are and what we have to offer and what kind of solutions our products and services can offer them.”
[Rich] “Solutions not the features.”
[Carol] “right.”
[Rich]  “right correct.”

Step 1 of buying journey – Awareness Consideration

[Carol 12:25] “Because those features may not necessarily be a solution. Consideration. So, they might be thinking ‘okay, yeah I like this company but why should I buy from them?’  There’s so much competition. So, in the consideration phase you want to think about creating. Also in the awareness stage you might say ‘we’ll download this ebook’ . We talk about certain things that this product can do.”
[Rich12:49] “So that’s like your free offer.”
[Carol] yes
[Rich]okay
[Carol 12:52] “And then the consideration stage would be what kind of so if i have a software company my initial free offer might be to make awareness is download this for free and use it for 30 days and then consideration stage okay after 30 days now maybe if they haven’t purchased yet the next offer might be I’ll give you a discount and for the next two days you are open to this discount for this product. so you
13:19
can buy it for 20% off
[Rich] so you
13:20
sort of up the ante if if they hadn’t if
13:24
they hadn’t gone forward on the first
13:28
one then you offer them a little more
[Carol 13:30] correct
[Rich] okay
[Carol] so you can keep getting in
13:32
front of them
[Rich yeah, just like they need any
13:34
sales process.
[Carol] correct
[Rich] okay
[Carol]  and so now
13:36
the conversion stage.  now they’ve already
13:38
purchased from you and what kind of
13:40
offer can you give somebody who’s
13:42
purchased from you? well you can see what
13:43
kind of money they’ve already spent with
13:44
your company. And then the next purchase
13:46
they make you could offer them another
13:48
offer, another discount. say they’ve sent
13:51
somebody for a referral now if they
13:52
refer you you can give them a different
13:54
offer and so you can get people to give
13:56
you referrals and then entice them with
13:57
discounts for their own purchases.
[Rich] and
13:59
you had said if somebody gives you a
14:02
referral, treat the referral nice. you
14:06
might say something like well since you
14:09
were referred to me I have a special
14:11
offer for anybody that is referred. and
14:15
then you end up ENT there is some okay
[Carol 14:18]
yeah and the offer could be for you know
14:20
the people that have been referred to you is
14:21
just to treat them really really
14:23
really good. you know because um rich
14:25
you’ve may have sent me somebody by
14:27
referral. well I want to make sure that that
14:29
person is happy because you made a
14:30
referral that means a lot. that’s a
14:32
testimonial. that’s a review for my
14:34
business. so I’m going to treat that
14:36
customer pretty special and
[Rich] and that
14:39
referral might refer somebody else
[Carol 14:41]
correct and that is your loyalty. and now
14:43
you are actually an advocate for my
14:45
business by that word of mouth.
[Rich 14:48] okay. all right.
[Carol] That’s how the buying journey works and keeps
14:49
them engaged in coming back.
[Rich 14:51] the buying
journey. I like that. [laugh] during your
14:54
presentation I like the sound of
14:57
something that that you said “high
14:59
converting elements”. Is the purpose of
15:03
these elements to capture leads? and what
15:08
would be some examples of high
15:11
converting elements?”
[Carol] okay for an example
15:15
on a home page there are some one
15:18
construction company that I used as an
15:20
example build.com at the very top of
15:23
their home
15:23
page it tells us. well, first of all the
15:26
navigation gives us really good idea of
15:28
what they’re selling. and if I have
15:31
questions of any kind whether what
15:34
product is best for me and if I’m you
15:36
know a commercial person who’s reselling
15:38
it how can I get in touch with them?
15:39
right at the top they say here’s a chat
15:42
you can have open communications via
15:44
chat and that’s a high converting
15:46
element because when people have
15:48
questions and they’re not ready to buy
15:49
that could turn them that can turn it
15:52
into a sale.
[Rich] but if you answer
15:54
their questions to their satisfaction
15:55
right then and there they might say okay.
15:59
good i’m going to go into a pull the
16:02
trigger …and…..[correct] all right
[Carol] another high
16:04
converting element is compelling
16:05
headlines .ok. we can’t say that enough.
16:07
and that’s because the compelling
16:09
headline our subject is what’s get them
16:10
to open our email or even you know
right
16:15
[Carol] so the pay-per-click idea if this is a
16:17
solution they’ve been looking for and
16:19
you put that in your topic then that is
16:21
going to engage them so that’s high
16:24
converting
[Rich] like stay cool this summer or
16:26
“Sick of shoveling snow?”
[Carol] yeah you know
[Rich]16:29
okay all right so if you’re selling a
16:31
condo in Florida yeah
[Carol ]yes
[Rich]all right
[Carol] so
16:34
it’s very timely right. and so it could
16:36
have something to do with holidays. it
16:38
could have something to do with the
16:39
seasons. construction companies are very
16:41
seasonal they you know whether they
16:42
don’t work on the outside of your home
16:43
or business building or on the inside. so
16:46
you have to think of those what would be
16:47
a high converting element at that time
16:49
of year.
[Rich] all right so it’s it might
16:51
change seasonally. you’re not going to
16:53
try [Carol] right [Rich] and sell driveway snow
16:57
shoveling services in July
[Carol]correct
[Rich] all
17:01
right
[Carol] or you might be selling the heat
17:03
um what do you call it the thing that
17:05
goes under the driveway that heat the …
17:07
heating elements
[Rich] oh you ok
[Carol] so that in
17:09
this winter you won’t have to be
17:10
shoveling so you’ll just saw that in the
17:12
summertime and get them ready for the
17:13
winter right so it all depends on right
17:15
solution.
[Rich] Alright, now you had talked about using
17:18
forms. how much information should I try
17:23
to capture?
[Carol] good question so so the form
17:28
there’s different types of forms right?
17:29
and so say we have a newsletter signup
17:31
form. that form should be short and sweet.
17:34
maybe name and email.
17:35
Okay don’t make them give you
17:37
don’t make them give you their history.
17:40
so now it’s very compelling if I only
17:43
have to get my name in my email because
17:45
that’s obvious why you need those and
17:46
you want to address me by my name and
17:48
not my email.
[Rich] yeah
[Carol] if there’s a form that
17:51
is a contact or feedback form there
17:54
might be some additional fields that you
17:56
need in there in order for them for you
17:58
to know why they’re contacting you. so it
18:00
is legitimate to have maybe five fields
18:02
on that form to get some information to
18:05
to see what this customers about you
18:07
know. and there could be a form like
18:09
maybe it’s a trouble ticket form for
18:11
customer support. now that has to you
18:13
have
[Rich] that would be different
[Carol] totally
18:15
different you want different information
18:16
[Rich]right
[Carol] information so you can help them
18:18
right up as soon as you call them why
18:19
waste time waiting for when you call
18:21
them and then they say oh here’s the
18:23
problem and you’re not prepared to
18:24
answer that the time and your customer
18:27
support is going to be delayed. so if you
18:29
can get the information up front you can
18:31
be very effective in solving problems.
[Rich]
18:33
all right no no that makes a lot of
18:35
sense now I’m i I’m still intrigued by
18:39
that the idea of call to action.  how do
18:44
you create a sense of urgency?
[Carol] so that’s
18:46
a great point I mean it depends on the
18:48
product you’re selling. Correct? if
18:51
I’m selling homes, people want to sell
18:52
their homes fast. so if I say Sell homes
18:55
fast. Then I know that this company knows
18:58
what I want. and that is to get it done
19:00
fast. if that is really a compelling
19:03
thing for me and I need to sell my home
19:05
fast maybe you know I have some
19:07
financial issues or
you have a new job
19:09
across the country or something okay
19:12
yeah and so that urgency is in there and
19:15
you’re going to help me because you know
19:17
I need to sell that home fast
right
so
19:19
another type of urgency getting
19:22
someone to buy you’ve probably seen this
19:24
many time so maybe it’s signing up for a
19:27
class and there’s only so many seats and
19:29
they say limited seats and that’s when
19:31
you get that’s a sense of urgency trying to
19:32
say you know it’s gonna fill up fast so
19:34
if you want to get in this class you…
[Rich
19:36]
sign up now
[Carol] right
right
right creating
19:38
an urgency
all right um that’s good
19:43
advice thank you. it’s speaking of thank
19:46
you towards the end of your for
19:48
presentation the other day you talked
19:52
about a Thank You page. and I don’t think
19:55
people take advantage of that as much as
19:58
they should. could you elaborate on the
20:02
importance of a Thank You page and what
20:04
it should accomplish? it should be more
20:07
than just thank you right
[Carol correct if
20:10
you’re just saying thank you if say they
20:12
signed up for your email newsletter and
20:15
your next page says thank you for
20:16
signing up but and well you know we’re
20:18
gonna send you emails well okay now what
20:21
but now say they buy a product from you
20:23
and you just say oh thank you your part
20:26
will be delivered in two to eight
20:27
business days. and you’re leaving money
20:29
on the table if you don’t try to get
20:30
them to take some other kind of action.
20:32
and maybe that action is to become part
20:34
of your online community on social media.
20:36
so have them engage with you get them
20:38
signed up on facebook and linked with
20:41
them on LinkedIn. and this way if you
20:44
have other products that you want to
20:45
launch you have more information. they’re
20:47
engaging with your your business. and
20:51
they’re getting to know you more you’re
20:52
getting to know more about you by
20:54
engaging with you. so a Thank You page is
20:57
also necessary as a separate page from
20:59
your form because it’s a metric it if
21:02
you have somebody that has clicked them
21:04
if you haven’t clicked on the check out
21:06
if they haven’t gotten to your thank you
21:07
page that means they really haven’t
21:08
bought it.
[Rich] so it’s another metric to see
21:11
how effective your landing pages of your
21:15
website your sales
[CArol] yes sales process
21:19
that’s what it’s a combination of
21:20
whether or not your call to action has
21:21
worked have you gotten them to take that
21:23
action that your chair your purpose was.
21:25
[Rich]nice
your goal
[Rich] nice now you talk about
21:27
executing the sales process I think I
21:30
understand what you’re getting at but
21:33
what happens and I’m sure a lot of
21:36
people have this question what happens
21:39
when the lead doesn’t pan out you’ve
21:41
done all of these things and the person
21:45
just hasn’t pulled the trigger . Is there
21:47
anything you can do to bring them back
21:50
to the table? i’m thinking of that smart
21:52
funnel that you had mentioned. how do you
21:55
out how do you bring them back
[Carol] okay now
21:59
this might be answering the next
22:00
question on remarketing so if someone has
22:02
come to your page and you have a you
22:05
have things to sell. and they they click
22:08
on add to cart add to cart. so there are
22:10
things to the car and they’ve left .so
22:12
that’s considered an abandoned shopping
22:14
cart.so getting back in front of them
22:16
using remarketing reminds them that they
22:20
visited your website and here’s the
22:21
product that they looked at so they
22:23
obviously had some interest in it. they
22:26
came so close to purchasing it why
22:28
didn’t they purchase it well maybe they
22:29
didn’t have the money at the time or
22:30
maybe they wanted to see what other
22:31
competition has and if they had a better
22:34
product than yours for the same price or
22:35
better. so this remarketing is known to
22:40
increase conversions like 70% so you
[Rich] so like if I shop online
22:47
and I want to buy a nice winter fedora. I
22:52
like hats. good and I didn’t buy it I
22:57
just looked at it.
ight
then every time
22:59
I log on I see these ads popping up on
23:03
the left or the right trying to sell me
23:05
a hat.
[Carol] right
[Rich] is that what you’re
23:07
talking now exactly how do you do that?
23:10
how does that happen?
[Carol] so there’s tools
23:13
out there that you can use to to do this.
23:15
if you have a shopping cart software
23:17
it’s part of the solution inside the
23:20
software that you can set up. you have to
23:22
have it set up to do it. And google has
23:24
tools that will help you do this. and
23:26
there’s one called Adroll that is
23:27
specifically all they concentrate on is
23:30
helping companies remarket their
23:31
products. so you have to set up ads just
23:36
like you would pay per click ads in Adroll
23:39
and they would they would do the
23:42
rest of the work for you. they monitor
23:44
your site. they would monitor the
23:45
activity. and based on the activity
23:47
they’ll send out the right ad at the
23:49
right time.
[Rich] is there any way for them to
23:52
know that yes I I did buy a hat quit
23:55
advertising hats to me.?
[Carol] I’m not sure how
23:59
long that would happen for but that
24:01
happens when a tool is used outside of
24:03
like a shopping cart software the
24:05
software in the inside the shopping cart
24:07
can easily see if you’ve gone back and
24:09
made the purchase. where if the tools are used
24:10
outside then they have to make some
24:17
checks and balances within there and …
[Rich 24:20]
all right so
[Carol] let you see the guys
24:22
[Rich] basically you just answered my last
24:25
question remarketing that sort of thing
24:28
oh [sigh ]wow I got a lot to think about. now, if
24:35
myself or one of our listeners wanted to
24:40
reach out to you and say this is great
24:43
information, how can you help me do it?
24:47
how would they do that?
[Carol] okay you’re
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welcome to give me a call. My phone
24:52
number is (781) 996-9163 or
24:56
email me Carol@hitthewebmarketing.com and hitthewebmarketing.com is my website. you’re welcome to go
25:04
there. get aware of my company and the
25:07
solutions that we offer .and our phone
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numbers there as well .
{Rich] excellent well
25:12
Carol thank you very much lot of great
25:15
information and I’m sure you’re going to
25:17
have some people reaching out
[Carol 25:20] Well thank you, Rich. It’s been a pleasure.
[Rich 25:21] All right. thank you.
Interview with Rich Austin of Lunch and Learn and Carol Scalzo, owner of Hit-the-Web Marketing, February 3, 2017.