12 Types of Web Page to Get More Leads and Sales – An Interview and LeadPages Review with Clay Collins

Clay Collins

12 Types of Web Page to Get More Leads and Sales – An Interview and LeadPages Review with Clay Collins

 

Clay Collins is a Co-founder of LeadBrite, the company which gave us LeadPages and LeadPlayer.

I’m a massive fan of both tools and I decided that I wanted to create a LeadPages review but instead of just simply giving a LeadPages review, I decided to actually jump on a call with Clay so he could tell you exactly how you can grow your online business using LeadPages and LeadPlayer and give you the insider secrets for getting the maximum results when using the tools.

In this interview I ask Clay about 12 types of web page which can help you to get more leads and sales than ever before

You can either listen to the interview below or you can read the full transcript…

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Joey Bushnell: Hey, welcome The Online Marketing Show. I’m your host Joey Bushnell. Today’s special guest is the founder of LeadBrite… Clay Collins. Clay and the team at Leadbrite have created some amazing tools to help you build your online business including leadpages and leadplayer.

Go to leadpages.net/joseph to find out more.

Clay thank you so much for being with me today.

Clay Collins: Joseph I’m happy to be here, thanks for having me.

Joey Bushnell: Clay I’m a big fan of your products, as I mentioned I have 2 which I personally use, one is called Lead Pages, which is going to be the topic of todays call. Another one is a product called Lead Player. I’m sure a lot of people listening to this would have at least heard of them, if they don’t already own them. But we are going to be talking about what we can actually do with these tools today, especially Lead Pages and how it’s going to help us grow our business.

First of all Clay, before we begin, can we know a little bit about you? How did you get into online marketing and end up creating software?

Clay Collins: Well, how I got into online marketing is kind of a long story with lots of different things that happened. But maybe we could just cut into how I started creating software because how I got started in marketing is a lengthy story.

So this is how I got into software, back in the day I was blogging quite a bit and I got to a place where although I had a lot to say, I got tired of writing 1500 word blog posts. I frankly just got sick of expressing ideas. I would spend a lot of time on these as a blogger, blogging about marketing. I would spend a lot of time crafting and honing these ideas and putting them into blog posts. At some point it became laborious, I had been doing it for several years, I had thousands and thousands of subscribers which is more than some but less than others and frankly I just didn’t want to do that anymore.

I remember watching Gary Vaynerchuk do his wine library TV back when he was doing this. He had this immensely popular wine show and all he did on every single episode was he would review 3 wines, taste them, he would say what he thought about them and then it would be over. That was basically it. He didn’t have to come up with brilliant concepts every time, he didn’t have to think about some point and how he was going to make it and set it up for strategic impact. He just grabbed 3 wines from his wine store, put them down, rolled the tape and he is very dynamic but everything was basically the same, there wasn’t a lot of forethought.

So I thought I would really like to produce content in a similar manner. I would like to just sit down review something and be done with it.

I think a lot about marketing and conversion, I’d like to just maybe review some web pages in every single episode of my show that I had at the time. So what I ended up doing was hiring a graphic designer to create landing page templates because I said here is what I’m going to do…

I’m going to have a landing page show and in every single episode rather than me coming up with some concept or some raa raa business help advice or whatever, I’m simply going to look at a landing page, I’m going to talk about how well it converts and why it converts. I’m going to show different instances of that template being used or that landing page being used in different businesses then I’m going to make it available for download.

People will love it, everyone likes something they can download and put on their computer, whether or not they are going to use it. I don’t know why but for some reason if you can give something that they can have as a file they can put on their computer even if they never touch it, somehow they think this is the best thing ever. So that is what I did.

We started creating these landing page templates and in every single episode of The Marketing Show, I would talk about how it works, why it works then I would give the conversion rate on it and show different instances then I’d let people download it.

What inevitably happened was people started asking things like “How do I hook this up to Aweber? Or how do I publish this to WordPress? How do I post this to a Facebook tab? Or how do I modify this page that you gave to me?” I started thinking maybe there is a product Idea.

At first I was like “Holy crap, I’m giving you this thing for free and now you want me to spend tons of time explaining the intricacies of how to hook this up to your particular site and I might not even know your configuration?” All of these people wanted all of this help and I was thinking “You can’t pay me enough to tediously go through this with every single person.”

But then the light came on and I thought maybe there’s a product idea here and maybe there is a perfect promotional strategy to go with it. What we decided to do was build LeadPages which has turned into a an entire conversion platform but the first version of LeadPages was basically just a landing page builder.

That is what we released, we pre-sold it, so we sold it before it ever even existed. We told people what we were going to make and we gave them the opportunity to buy it before it came out at a discount. We made about $40,000 on the pre-sell. It wasn’t a lot for my business at the time, I think that year we had done about $750,000 as a business. So $40,000 wasn’t a ton to do in a pre-sell given that we were going to do about 3/4 of a million dollars that year. But we pre-sold the first version of Lead Pages.

Basically you could customize these templates that we had given away. You could integrate them with Aweber, Mail Chip, iContact, Constant Contact, InfusionSoft, Office Auto Pilot whatever you wanted to use and you could customize them. That was the starting point and the genesis behind Lead Pages.

To this day, a few times a month, we’ll give a way a landing page template and it is 100% free to just download the HTML and the CSS, but if you want it to be mobile responsive or publish it through WordPress or Facebook or want to modify it in certain ways and get analytics and now split testing, we just added split testing, if you want to do all of these things then you need to get the full LeadPages thing, so that’s how we started.

Joey Bushnell: So within Lead Pages Clay, there are lots of different types of pages and they all help us do different things. There is a marketing goal for each page so we are going to be talking about some of these today.

You mentioned that a lot of these are responsive on mobile and a lot of these pages can be used as a Facebook tab, is that right?

Clay Collins: Correct, I believe all of them are now mobile responsive and can be used as a Facebook tab or you can download the file and put it on your server or you can publish it to WordPress or Facebook. There are a whole bunch of ways to publish the page once you’ve created it.

Joey Bushnell: Cool, and it’s really super, super easy isn’t it? |’m a user myself and I’ve got no technical knowledge, the word HTML scares the crap out of me but I don’t need to know any of that stuff, it really is point and click simple isn’t it?

Clay Collins: Yeah, we really tried to create the easiest landing page creation software out there and I think we’ve done that. Just like any other industry there’s competitors and we love our competitors. I think everyone pushes each other to do a better job and I think that the 2 areas where we absolutely, I believe, dominate our competition are…

1.Ease of use. Someone who has never done anything like this before can log in and within a matter of minutes have a page deployed and we’ll even host it for you. So if you don’t want to learn how to install a WordPress plug-in or upload it to your server, FTP or whatever we’ll just host it for you and give you an immediate URL after your create the page on our own servers. So I know that we dominate on ease of use

2. We also dominate on conversions. We have the highest converting pages in the industry hands down.We collect average conversion rates on our templates. For one of our landing pages the average conversion rate across our system for that template is 57% which is just insane that we can have templates that, again people who don’t know how to write copy in our user base, who’ve never done anything like this before and the average conversion rate on all kinds of traffic across the entire platform for some of our pages is in the 40% and 50% range which is really unheard of.

People usually find that they will deploy our pages out of the box and get in some instances 2x to 4x increase in their opt-ins. I think we’ve done a really good job with that we’ve also done a good job with analytics and split testing and integrating all of that stuff. But it’s super easy to do it’s not something that you need to be a genius to do. You don’t even have to be technically inclined and there is almost no learning curve. We do have extensive help documentation and things like that but people often login, just like you might with an iPad just play around and figure it out, that is the way it is with Lead Pages.

Joey Bushnell: So it’s easy, it’s on mobile, Facebook and WordPress so by now if anyone hasn’t got already got LeadPages they should be quite excited and what we are going to do now is go through some of the specific templates and discuss specifically how that type of page can help us in our online business.

You have several templates for this same marketing goal which is a squeeze page, landing page or opt-in page, whatever you like to call it. You have selection of squeeze pages on lead pages which will help us to capture people’s name and email or any other information that we might want to collect from people.

Do you have any tips for increasing the conversions that we get on our squeeze pages?

Clay Collins: Yes so the first things I’d say is make sure you have a proven template. I know some of the people listening might have lead pages and other people don’t, I’d say to the people who don’t have lead pages make sure you have a starting point, you’re starting with a page that converts. It has a history of that design converting well.

For lead pages customers, know that we added the ability for you to sort the landing pages. So you can go to opt-in pages and sort by average conversion rates so that the highest performing squeeze pages in our system are at the top. So just make sure you pick from among the highest converting squeeze pages in our system.

Some other tips are, keep the page super super simple. Usually you will have a minimum amount of text, state clearly what people get when they opt-in, have the button above the fold like the call to action button.

If you do have something that people can download after they opt-in use the button text “download now”. We found that the text “download now” out converts the phrase “instant access”. A lot of people have been using free instant access but download now, we found, works about twice as well.

Give something away that has immediately perceived value. A lot of times people give away super conceptual stuff like “The 4 ideas that can boost your business”, or something that is really fuzzy and hazy and it’s impossible to know what it really is. So many of these opt-in bribe offers or lead magnets, whatever they are called, really miss the mark.

So what I suggest people do is, rather than doing that which can take a whole bunch of time to create, what I suggest is you create a list of resources that are applicable to your industry, for example, if you taught people how to create good videos you might give away a resource guide of 12 of your favorite video tools.

We tried this in our own business, this kills me, I had spent 3-4 weeks before writing an eBook that people got when they opted in and I also spent time creating an entire $200 course that we gave away for free when people opted in and to this day what converts better is just a list of tools to use.

So I can go through different examples for different industries such as if you were a real estate you might give away a list of the top 5 types of home loans people should buy when they buy a new home. If you were a dentist you could tell people the top 5 electric toothbrushes this year including the one that you’re using, if you’re a dentist. So you’d list all of these and give them away as a PDF that people can download when they opt-in.

If you’re a fitness exert you might give away a list of the top exercises people do but people actually prefer tools, people actually have to “do” exercises so don’t tell people exercises tell them this is the exercise equipment you need because somehow we think tools are magic.

So it comes down tothe copy you have, how clear you are, how simple it is and also what you are giving away.

I recommend you give away a resource guide, you have a few lines of text at most on your opt-in pages or your squeeze pages and use the phrase for the button text “download now”. If there is any kind of call to action and it’s not centered it shouldn’t be on the left side, it should be on the right side. We found that things on the right side convert better than calls to action on the left side so I think that is a good summary of where you can start.

Joey Bushnell: Awesome, any split testing data as to whether video squeeze pages work better than non-video squeeze pages?

Clay Collins: The problem with video squeeze pages is that the data is really all over the board. Most people if they come to a web page, unless you really know what you are doing with video, they don’t want to watch a 5 minute or even a 3 minute video where they have to consume it all before they know whether or not they can opt-in. So if you give someone just a few sentences just describing what they are going to get then you are going to get a higher opt-in rate because people will be able to tell in a much shorter amount of time whether or not they want what you are giving away.

For example on one of our squeeze pages here’s all it says is “Free report reveals the top 5 dirt cheap tools I use to create all of my videos, including my $80 HD video camera. Enter your email address to get this free report” then it has the button text that says “download this free report”. Its just a few lines of text and someone can very quickly decide whether they want it or not. In most cases this is going to beat out having a video on your squeeze page, just because it takes a while to do that, it’s harder to split test a video and it’s hard to really keep peoples attention without high production value and a really good script and quite a bit of experience.

If you are just starting out and you don’t have a proven history of engaging people with video, I would steer clear of video for your squeeze pages or opt-in pages.

Joey Bushnell: My next question is sometimes it can be tricky to get your adverts approved on Adwords, they can be quite strict sometimes. Does lead pages have anything that can help us with that?

Clay Collins: Absolutely, so Google kind of despises what some people call “Squeeze pages”, I actually don’t like the term squeeze page or even name capture page because it’ssounds kind of coercive like you are capturing something so I prefer the term opt-in page.

Google generally doesn’t let you runs ads if all you are going to do is send people to a page where they have a few lines of text and then you have to opt-in. So the advice I gave you previously about what makes a high converting opt-in page, you can disregard that all together if you’re doing if you’re running Google ads.

If you’re running Google ads the rules change primarily because Google has different standards for what you can do.

Google wants to send people to pages that have a lot of text and where it’s extremely clear what the business is, what is going on, what the transaction is going to be like, what people get after they opt-in. Google generally wants you to have header links and navigation links on your opt-in pages and generally to have page after page of information about what’s happening.

While that is not the best for conversions, frankly Google can do what they want, it’s their platform. So Lead Pages worked with a guy called Juan Martitegui from MindValley Hispano which is a digital publishing company, I won’t speak for them but they do a ton of Google Adword spend. I would estimate that they spend at least 100k a month on Google Adwords, maybe that is completely off but that is what I’ve gathered.

So we work for them to create a landing page that is Google Adwords approved. Now Google won’t come in and say we bless this page as a template because they don’t have a program for doing that but we have used this page in a number of contexts and it consistently gets approved by Google and gets a high quality score. So while there is no such thing as an officially sanctioned Google Adwords landing page we do have one that has a track record and a history of being approved by Google so we definitely have something for that.

Joey Bushnell: So as long as we don’t spoil it by making hypey claims and that kind of thing this is a template that makes the business look official and it shows it in a positive, transparent light, the landing page is the way Google wants it to look and we have a better chance succeeding with Google Adwords when we use this kind of a page, yes?

Clay Collins: Correct, if you say a whole bunch of crazy nonsense like you’re going to make a billion dollars in 2 seconds on auto pilot while drinking drinks in Tahiti or something crazy like that then you’re not going to get approved.

Also the copy needs to meet their criteria so Google doesn’t just look at the design, it’s not as if the design is their only thing and they hire reviewers that don’t understand English so the copy needs to be good but also the page matters so when it comes to the layout and the design, the page works absolutely.

Joey Bushnell: Cool, so when someone has opted in, you’ve then got some pages which can help us to convert people from someone who is opted-in, to someone who is a buyer. We in the marketing world call this a funnel and a very cool page you guys have is the lesson page, so can you let us know a bit about the lesson page and how it can help us get more buyers?

Clay Collins: Yes so we have this thing called a lesson page and it’s meant for someones auto responder so after someone buys generally or after someone opts-in, it’s good to have a series of emails that go out that provide value.

We used to just send people to blog posts but we found that when you just send someone to a blog post they don’t tend to convert into customers, they tend to get distracted by comments and all kinds of different things. So what we created was something called a lesson page and it allows you to deliver a series of lessons from your auto responder after someone opts in and to use those lessons to generate sales.

So on a lesson page you can post a video and what werecommend you do is on each of these emails you send out after someone opts in, you send them to a page that allows you to teach some kind of a lesson. In the lessons we recommend you spend 75% of the lesson teaching something that is complete 100% value in and of itself, and then at the end mention something that folks would get if they purchased your things.

Let’s say you’re a health coach, you might spend 4 minutes out of your 5 minute lesson talking about your 3 favorite super foods and why you like them and why they are going to give you more energy and help you lose weight, if you’re looking to do that. Then in the last minute you might say, you have 3 additional super foods to tell people about and that if they want to create a custom meal plan and diet plan with you the health coach then they can click the button below to get health coaching.

So it allows you to deliver value and then also to tell people what more they get if they purchase something from you.

The lesson page has a variety of elements on it. The first thing it has, is a progress bar so lets say you have a 7 part lesson series that you give people after they opt in. So if someone opts in and then every 3 days they are sent a different lesson you could show on the progress bar that they are at whatever percentage was, I’m bad at the math so lets say a 6 part series and they are on part 3 out of 6 it would say they are at 50% done with the course.

We found that just adding a progress bar increases consumption for the content and keeps people opening your emails and keeps them from opting out of your emails.

The human brain doesn’t like things that are incomplete. When you show a progress bar it very effectively communicates the fact that they aren’t complete. So it’s really cool in that regard and it encourages people to finish up the lesson.

There are a bunch of other cool things on there, for example you can have a delayed buy now button so you can make sure that the button which allows people to buy whatever you’re selling doesn’t appear until the very end of your video and when you’ve told people about what it is you’re selling. So they are keeping an open mind while they are watching all of your content, then you say “If you’d like to get more then buy my thing.” When you say that, you can time it so the button appears right then and we found that tends to double conversion rates.

So we found if you take the same lesson and put it on a blog post when you move that lesson to one of our lesson pages it converts 3 to 4 times as well just because of the layout of the page and the design. So people are getting really good results with the lessons pages and I’m really proud of how they are performing.

Joey Bushnell: So as they are going through the lessons pages, like you said they can buy things but we might want to have a situation where we want to ask for a sale and we are being a bit more salesy, it could be an actual sales page.

What different options do we have for sales pages and do you have any tips for getting the most sales possible from a page?

Clay Collins: Yes there are a lot of tips but one is kind of structural. So when you create a sales page it’s important that you have a guarantee, bonuses if you can offer them, it’s important you can tell people the outcome they are going to get if they purchase your thing. It’s important that if you can give a monthly or some sort of multi-part pricing where people can in multiple payments rather than one month sum that you provide that.

So a lot of it is just checking off the boxes and making sure you have various elements. It’s important to give a bullet point list of ways people are going to benefit from your product. It’s important also on your sales pages to include testimonials if you have any. If you are just starting you might not have any testimonials but a lot of this is like, do you mention the benefit of the product in the headline? Do you have some sort of risk reversal or guarantee? Do you have testimonials? And all of this kind of stuff. To some extent as long as you make sure you have some of these basic things you are going to do well.

But there are other things that structurally increase the conversion rate. We found that yellow “buy now” buttons out perform any other color.

We found that if right below the buy now button you have some sort of money back guarantee seal or some sort of seal about your guarantee and an icon that represents it’s a secure checkout just by doing that and listing some credit card logos can all increase conversion rates. So right below the buy now button you have icons indicating that you have a money back guarantee and it’s a secure checkout and you list all of the credit cards that you accept and having those logos there really helps.

It also helps on a sales page to have multiple add to cart buttons or buy now buttons, if you give people additional opportunities or additional screen real estate dedicated to the buy now button that tends to increase conversion rates.

We have a number of sales page templates inside lead pages. We have what are called video sales letter templates and those are sales pages that are based primarily around video. We have some long form sales page templates which are longer in nature and the more traditional internet marketing pages. Then we have some more compact sales pages which are quite cool. So there is a variety of different types of sales pages in lead pages.

We are pleased to say that again, we are finding that a lot of people are taking their traditional sales pages and moving them over to LeadPages and instantly doubling their conversion rates in some cases so we are please with how they are performing.

Joey Bushnell: Awesome and when someone says yes to your offer and they click that buy now button, do you have any other types of pages that will help us increase the value of that order?

Clay Collins: Yeah so we definitely have something that will help you increase the conversion rate and to increase the value of the order which are called up sell pages. Up sell pages allow you to offer something additional when people buy. So if they’ve signaled intent or buying intent you can offer them something in addition. So this is the equivalent of “do you want fries with that?” or the horrible “would you like to supersize?” those things are called up sells.

We have up sell pages that allow you to sell additional things so I’ll give you some examples of good up sells. If you’re selling an audio course often a good up sell is the eBook. Or if you’re selling an eBook, a good up sell is maybe you charge an additional $10 to get an audio recording of the book or maybe you hired a voice actor to read off the transcript and make an audio recording or maybe it’s just digital. If you are selling a digital book, a good up sell might be the physical book. If you are selling some sort of training like a course on how to lose weight, a good up sell might be a service up sell where you offer to do weight loss coaching with people. So there are a whole bunch of variety of up sells and we have up sell pages with LeadPages where you can quickly create up sells.

We also have what we call bonus pages and the way bonus pages work is they allow you to offer some kind of bonus for people who buy during a specific time period. So what we found is the majority of people who go to buy something end up abandoning the shopping carts. So they clickon add to cart often just to see what something costs then they end up leaving.

There is something called a sandwich page, I believe Ryan Deiss created that term. Let’s say someone clicks on add to cart, you can show them a video where you say “Hey, for everyone who purchases in the next 24 hours, and you can have a countdown timer going but for everyone who purchases before the countdown timer gets to zero you’re going to get this bonus when you buy today.” What that does is decreases shopping cart abandonment and in a lot of cases you can even double your conversion rate, there are a whole bunch of benefits to doing this. So we have, again out of the box, quick template for doing these things.

Joey Bushnell: Very cool, so with the up sell page, for example, maybe the initial product that they bought was $50 then you up sold them something that was $100, instead of spending just $50 now they’re spending $150 that’s the idea there and also the bonus pages with the scarcity element it kind of gives them that nudge they need to take action doesn’t it?

Clay Collins: Yeah it really does. What we found is a lot of people when they are buying ads here is the math behind an up sell, a lot of times people might spend $50 in order to make a $100 sale. Maybe they spend $75 in ad spend to make $100 sale so the profit is $25. If you can add an up sell to something that only costs $25, let’s say you sell a course that’s $100 and for an extra $25 in up sell they can get a series of work sheets that help them with the course.

If you can make that additional $25 sale, let’s say it costs $75 in adsto get the sale, you profit $25 and if you can add a $25 up sell you have just doubled your profit. So it’s very logical and it’s a smart thing to do from a maths point if view and from a pure business point of view.

Joey Bushnell: OK, so my next question was how can we use LeadPages to get more people on our webinars?

Clay Collins: So we are super proud of our webinar registration pages. We have hands down the highest converting webinar registration pages in the industry, in fact our webinar registration pages to date have not lost a split test. No one has come to me and been like I have beaten the opt-in rate of your webinar registration pages. We are really proud of how well they are doing a number are converting in the 40-50% range on average, that means it includes everyone on our platform who is using the page.

I would advise everyone, literally everyone to do webinars. Even if you never ever, ever made a single sale from anyone who comes to your webinar, even if nobody attends your webinars you should do them for the simple fact that webinars build your list like nothing else. Webinar registration pages are hands down the highest converting pages on lead pages.

They are just an amazing and fantastic way to grow your list. I would encourage everyone even if you don’t know what you’re going to say on the webinar, do a webinar simply to build your list. Even if you don’t plan on selling anything or know what you’re going to say yet do it simply to grow your list.

With lead pages it does special things, one of the special things, one of the things LeadPages does is, it allows you to let people opt-in to your list and sign up for your webinar platform. So if you’re using gotowebinar and lets say mail chimp or aweber you can make it when someone opts into your webinar registration page they are not only added to the webinar platform, so not only are they added to go to webinar but they are registered with mail chimp or aweber so you can follow up with your marketing after you’re done. We are super proud and pumped about the real results people are getting with Lead Pages.

Joey Bushnell: Clay in the past with gotowebinar if you wanted to keep the leads after the webinar is done, you’ve got to export a CSV file and put it in your auto responder manually but Lead Pages removes that issue doesn’t it?

Clay Collins: It absolutely does, it makes it so you can get people on to your webinars and you can market to them afterwards without having to do a bunch of complicated importing or exporting.

Joey Bushnell: So does it need gotowebinar for this type of page to work or are there any other options when it comes to the webinar software that we use?

Clay Collins: A lot of auto responders handle their own registration so in terms of just formal webinar registration integrations the only one we support is gotowebinar but it’s by far the leader and it’s the most stable platform.

We’ve used a number of other options and so have our customers and we’ve all found that gotowebinar is the most robust platform. That said, if you don’t use gotowebinar you can still use our webinar registration pages but you’ll have to find other ways to get people on the webinar, so sometimes on the thank you page you can encourage people to register with your webinar system.

You can also use the webinar registration page and add people to aweber, mail chimp or whatever you are using and maybe if you want to use a Google plus hang out then we’ve got page for hosting your Google plus hangout and making those pages convert well for you.

So if you’re not using a webinar registration system you can certainly use whatever you might otherwise use to host an event like spreecast or if you have something like instant teleseminar which allows you to do telephone based seminars or Google hangouts. That stuff all works primarily because it doesn’t require an integration in order for you to set that up it just works out of the box without an integration.

Joey Bushnell: Very cool, and after the webinar how can lead pages help us to sell more when we are sending out the replay after the event?

Clay Collins: You’re asking great questions, you’ve obviously used the product! So one thing that you want to do after your webinar is provide a replay of the webinar. Not everyone can attend your webinar that you do at the specific time that you are offering it. So it is wise of you to record the webinar and make it available to people who did not attend the original webinar.

So inside of LeadPages we have webinar replay templates. What that allows you to do is create a page that plays the original webinar that has a buy now button in it and you can make that buy now button appear at the time of the webinar where you are pitching something.

So lets say you do an hour and a half webinar and the first hour and 15 minutes you are just teaching and providing value. Then the last 15 minutes you are selling your product and offering it to people. You can make it so that the buy now button doesn’t appear until 1 hour and 15 minutes into your webinar. So the button is synced with the pitch in your webinar. We have found that in many cases it doubles your conversion rate.

It also has a countdown timer on the webinar replay pages which counts down until the time that your webinar is no longer going to be available. What we have found is if you say “Hey here’s the webinar replay page” then most people aren’t going to go and watch it they’ll think “OK I have the link, I can watch it anytime I want to”, usually when someone thinks they can go and do something anytime they want to it usually means they’re never going to do it. So what we’ve done is put a countdown timer on the page which counts down until the time when the webinar will no longer be available to be watched. That is cool because it creates a bit of scarcity that drives consumption of the webinar and that in turn increases your sales so it’s a win-win.

Joey Bushnell: Awesome and because of the registration page, we now have all of those leads on our autoresponder and we can easily send out that replay to the people who couldn’t make it. It’s all done for you the webinar registration page converts higher than any other webinar registration page, it’s all automated and synced up with your auto responder then after we can send that replay to people, it’s timed, there’s a buy now button and it’s pretty awesome Clay, it’s quite an amazing thing, we couldn’t do this stuff very easily before LeadPages came out

You mentioned earlier that you have a live streaming page and Google hangout pages, where we can do things like Google hangouts or other kinds of live stream, what are the features of those pages and how can that help us improve the quality of our live streaming events?

Clay Collins: What we’ve provided on the live streaming page is a comment section, what you find is when people watch a Google hangout or live stream and you don’t want to use the commenting system that comes with Google hangouts on air or you don’t want to use the comment system that comes with live streaming or ustream or some of these other services because those commenting systems don’t allow for moderation.

A lot of times when you get to that part of the webinar where you sell something at the end, let’s say you spent an hour and 15 minutes giving great value and at the end you offer something for people who might be potentially interested, a lot of times there are haters that come on, not a lot but it only takes one or two to spoil it for everyone else.

What you can do is you can use a proprietary commenting systems that allows you to moderate the comments so you are still using Google hangouts, ustream or live stream but the comments are coming through a 3rd party commenting system that is free which allows you to moderate those comments so you can make sure that only people who are being respectful, kind and nice to each other can have their comments published.

We also have a countdown timer on that page with a buy now button. A lot of times on a webinar people will offer bonuses to people who purchase before the webinar is over with. So to create scarcity and drive up consumption they will incentivize people to take action on that webinar and to increase the conversion rate there is a countdown timer on the page which counts down until the time when the bonuses are no longer available and it has an add to cart button. So someone can click add to cart during your live stream event. So they see a timer it’s counting down until the bonuses are going away, there’s an add to cart button they can click add to cart and purchase your product during your google hangout or ustream event so that also increases conversion rates.

Joey Bushnell: Awesome, how can we use LeadPages if we run a podcast Clay?

Clay Collins: You are really asking all the great questions! This is cool in LeadPages we have a podcast page.

What it is, is a page designed from the ground up to increase your ranking in the iTunes podcast directory. The way that directory works is, it ranks podcasts based on the number of subscribers and subscriptions the podcast gets but also on the number of reviews the podcast gets.

So we created a landing page that you can send people to that allows you to give something away like a free report or a downloadable thing. So you can give something away in exchange for people subscribing for the podcast and leaving a review.

So the landing page has…

Step 1. To get this free report subscribe to our podcast

Step 2. Leave a review of our podcast

And Step 3. Click this button to download this report. 

It works incredibly well, somebody used this the other day and wrote into us saying “with the podcast template with an exciting promo video and targeted advertising this literally took our podcast to number 1 in iTunes while I was sleeping. People keep asking me how I did it and I scream Lead Pages!’ so this is having a substantial effect on iTunes ranking and again this person got a number 1 iTunes ranking using this landing pages template.

Joey Bushnell: So if you’re using podcasts it’s a must have! What about those who are using YouTube for their marketing Clay? Do you have a page on LeadPages that will help people promote their YouTube channel and even increase the rankings on their videos?

Clay Collins: Yes absolutely, so it’s important to understand how each platform on the internet decides to rank things. We just established podcasts are ranked on subscriber count and number of reviews.

On YouTube, ranking is driven by a number of things but 2 of the top things are the number of subscribers you have and also the number of comments left on the video. So we have a page that allows someone to download something after they have

Step 1. Subscribed to your YouTube channel

And Step 2. Left a comment on the video you want to rank

So they have to subscribe to your channel, leave a comment, enter their email and then they can download the free thing you are giving away. This can have a profound effect on the rankings of your YouTube videos.

Joey Bushnell: Very cool, so there is an incentive to get involved and leave a comment when potentially otherwise they may have left the video without making one.

Clay Collins: Correct

Joey Bushnell: Another page you have on LeadPages allows us to do market research and build our list at the same time can you tell us a bit more about that page?

Clay Collins: So I want to be absolutely honest here, it’s called the survey squeeze page and it’s incredibly effective. What it allows you to do is ask people a couple of questions and it’s multiple choice so someone can decide what their answer is. Then after you’ve asked that question it allows people to opt-in. The truth of the matter is at the moment our system is not collecting the results of the survey but we’re making it available because it has a huge increase in conversion rates when you get someone to fill out a survey.

For example, let’s say you are a health coach and you do weight loss coaching and consulting you could ask what is the main reason you want to loose weight. Then someone could choose one of the following… Because I want to feel sexy, I want to have more energy, because I want more dating options and the last one because I want to fit in my old jeans. What we have found is if someone answers one of these questions they are much more likely to opt-in on the next page after you’ve said thanks for letting us know, please opt-in to get the free report on how to rapidly increase your weight loss.

It increases conversion rate because you get people to think about why they want to do something. So when they are in this pattern of responding, filling out the survey and contemplating the reason why they want this outcome then it increases desire and increases the likely hood that they are going to convert on that opt in offer.

So we will very shortly be allowing you to collect the results of the survey but right now we don’t allow you to see the results of the survey, no one sees the results of the survey the data just disappears but it does get you an amazing conversion rate which is why we did it.

Joey Bushnell: There’s another page which I really like which is the about me page, what can we use the about me page for?

Clay Collins: The about me page is something we created simply because we saw the need for it for a lot of people. So it might not be something you use in your business per se  but a lot of people own “theirname.com” and they need to have a little bio on the internet that they own.

So you might have a LinkedIn, Facebook or a number of different things. But at the end of the day you need your own web property that is branded around you. The about me pages allows you to say something about yourself like where you live, what you do and provide, some links to your social media properties like Facebook, Twitter, Google plus, Linkedin etc and say a little bit about yourself and have a call to action at the end.

It’s just a beautiful, simple page that allows people to tell their story among other things. It’s a cool little page and a lot of people like itand use it. It doesn’t have a strong traditional marketing purpose like driving sales, increasing lead generation or opt-ins. But it’s something a lot of people use and enjoy and benefit from.

Joey Bushnell: So we’ve discussed 12 types of pages that LeadPages can help us with so I’m just very quickly going to recap…

1. We’ve got squeeze pages or opt-in pages and there is a variety of those so that’s page type number one.

2. We have the Google Adwords friendly landing page that’s number 2.

3. The lesson page is page number 3.

4. We have sales pages and again there are a variety of sales pages, that’s number 4.

5. We have up sell pages that’s number 5.

6. We have a variety of webinar registration pages that’s number 6.

7. Number 7 we have webinar replay pages.

8. Number 8 live streaming and google hangout pages

9. Number 9 is podcast pages.

10. Number 10, YouTube pages.

11. Number 11, survey squeeze pages.

12. And finally, number 12, about me pages.

So it’s a pretty awesome software and there are more pages aren’t there Clay? I’ve only picked my favorites for the interview today but there are more pages in lead pages…

Clay Collins: Yeah, right now we offer about 60 landing page templates and we are adding more templates every single week. So there’s not only more on the platform right now but there are more being added on a weekly basis.

Joey Bushnell: Cool, so where can we get this Clay? I’m sure anyone listening who doesn’t already have LeadPages must be chomping at the bit right now! Anyone who is a serious online marketer really needs LeadPages so where can they go to get it?

Clay Collins: Sure, well since I’m an analytics guy and I like to track everything I’d like to track the visitors we get from this interview so if you go to leadpages.net/joseph and that will allow me to track everyone who comes from this interview.

Likewise if Joseph has a link below this interview whether it’s a video, an audio player or if it’s in YouTube, hopefully he’ll put a link somewhere and it’ll be leadpages.net/joseph and that will allow us to track everything.

So that’s where you can learn more about lead pages. Also we have a really cool blog at blog.leadpages.net where you can find out a lot more about us as well.

Joey Bushnell: Cool, thank you. We didn’t talk about one of your other tools which I’m also a fan of which is LeadPlayer. Can you quickly give us a little bit of information about LeadPlayer and what it’s going to help us to do?

Clay Collins: Yeah, LeadPlayer allows you to add opt-in boxes and call to actions to your videos.

Let’s say you are a video blogger, you may want to at the end of all your videos have a call to action within that video area allowing people to opt-in and download maybe a trasncript of the video or you might want to at the end of every video throw up a link in the video area encouraging people to go to one of your landing pages where they can opt-in to get a free course or you may want to at the end of your video send them to your sales page.

So what LeadPlayer allows you to do, it place opt-in boxes either at the beginning of your video, during the video at a time you specify and at the end of the video if you want and you can also place call to action buttons at the beginning of the video, in the middle and at the end of the video if you wish.

You can also do what is called an opt-in gate. So if you’re a video blogger you may want after the intro to your videos, require people to opt-in in order for them to watch the rest of the video.

This is something I did, this is a practical case. I had something called The Marketing Show. In one of the marketing shows we show people how to create a logo in 20 seconds. In that episode, I said “Welcome everyone to The Marketing Show, in this episode I’m going to teach you how to create a logo in 15 seconds that’s what you have to look forward to in this episode of The Marketing Show” then boom! Right then is when the opt-in box appears and encourages people to opt-in in order to watch the remainder.

You can add a skip this step option so people can continue watching without opting in so it doesn’t require them to opt-in, it only encourages them to, so that’s another option as well.

What we typically did when I was video blogging like this, is we’d have an opt-in box right after the intro that tells people what they are going to get in that episode with an opt-in box with a skip this step option so they could carry on watching without opting in if they didn’t want to. Then at the end we’d have a call to action encourage people to click the link to get on our list and subscribe to our newsletter.

What is really cool about LeadPlayer is you can set global opt-ins and global call to action settings. So let’s say that on a given day at the end of all your videos it says “Click this link for a free report on how to do better marketing”. You could make it so that across all of your videos, that message changes on a given day.

Let’s say you are doing a webinar that day, you can make it so at the end of your videos instead of encouraging people to opt-in to your newsletter you can send them to your webinar registration page. So even if someone finds you on Google and goes to a video you published years ago, when they get to the end of that video they can click the link and that will send them to the webinar you are doing that day. So you can do this global setting of options and stuff across the player and across your entire site so it’s kind of cool in that regard and that’s what we use it for.

Joey Bushnell: Brilliant and we can integrate this with LeadPages as well? If we are using a video on LeadPages we can use LeadPlayer to be the video?

Clay Collins: Correct with LeadPages you canuse our landing page software in conjunction with any video software or tool including LeadPlayer but it also includes YouTube, Wistia, Vimeo, Easy Video Player, JW Player, Flow Player, literally anything it will work with there isn’t a single video solution that it won’t work with.

Joey Bushnell: And where can we get LeadPlayer if we are interested as well Clay?

Clay Collins: Yeah that’s at LeadPlayer.com. So LeadPages is at leadpages.net/joseph and LeadPlayer is at leadplayer.com

Joey Bushnell: That’s the end of today’s show, thank you for joining us. Don’t hesitate go and get LeadPages over at leadpages.net/joseph you’ll be so glad you did it’s going to be a great investment for your online business. Clay, thank you once again for taking the time to be on the show today.

Clay Collins: Thank you I appreciate the opportunity. I’m always excited to talk about conversion and marketing. It’s been an absolute joy and pleasure and thanks for everyone for tuning in.

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