Examples of Good and Bad Landing Pages
Everyone knows that the landing page is the most important factor when promoting an offer. Yet, some companies still either “don’t get it” or seem to take advantage of affiliate networks and their affiliates. The best way to lower conversions on a lead gen, is to offer too many options, and other methods where affiliates would not receive a commission. Obviously, if a company is looking for a lead generation, the user should be sent directly to a landing page with direct information and a lead gen form on the same page.
While looking through different affiliate offers across the internet, I decided to take another look at the Medical Hair Restoration offer. I believe the last time I saw this offer, the landing page went directly to a lead gen form. Here is what the current landing page for “Medical Hair Restoration” looks like.
Will this offer convert on your referral, or theirs?
Sure, this is a great looking landing page… but how will it work on conversions? I haven’t personally tested this offer enough to get full stats on conversions, but right off the bat, here are several reasons why I would not want to promote this offer/landing page.
– PHONE NUMBER: On the right side of the page, where it offers the “FREE DVD PACKAGE“, it tells the users to “Call Now for Rush Delivery“. If an affiliate is sending traffic to this page, and someone orders through the phone number, they WILL NOT get credit. There is not coupon code or anything to suggest this lead will be credited to the appropriate affiliate.
– TOO MUCH GOING ON: Right when you get to the page, you are overwhelmed with offers. While the main purpose for the affiliate is to get users to request the “FREE DVD“, I can only imagine how many targeted users are lost or fade off to another section of the site. Some pages on the site do contain a lead gen form, but it’s still not in the user’s face.
– LIVE CHAT: Through out the site, you have the option to talk with someone from their LIVE CHAT. I’m sure they can answer any questions you have, and may even want you to call their number… further lowering your chances of getting a lead.
Now, if you go to Google and search “medical hair restoration“, you will come across another adwords advertiser landing page that looks like the following.
This is a great example of a landing page that converts.
Now this is the landing page that should be used on all networks, or at least an option for the affiliate to use! There are NO phone numbers for the visitor to call, and their only option is the lead gen form. They either want the free hair transplant information dvd, or they don’t.
The medical hair restoration offer is available through certain affiliate networks and pays out $28.00 per lead. However, in such a competitive and high cost niche, why would the network and advertiser even offer up a landing page with so many distractions? Would you ever promote an offer that has methods for lead generation, outside of your referred traffic?
Landing Pages with Direct Call to Actions Work Best
Since we are sticking with the topic of how to create a great landing page that results in higher conversions, we can take a look at the following example from titleloans-florida.com. The loan industry is an extremely competitive one, but if you know how to target your audience and focus on a niche market, you can find a lot of success.
In the landing page screenshot below we can learn a lot from this advertiser, their business and the audience they want to go after. With the name of “Florida Car Title Loans”, it’s obvious which geographic audience they are going after. We also know they want to target people that are already driving and need a loan for their car title. Once they have their marketing in front of the right audience, then it’s time for their landing page to do the work for them.
The landing page is setup nice and include all of the major points we listed in our 8-step optimization guide, which includes:
- LOGO – The logo at the top left side of the page makes it easy for everyone to see what the site is all about, it also makes it look more professional.
- PHONE NUMBER – Using a phone number on your landing page is also a great way to increase trust with your audience. Most people won’t use it, but seeing it there is enough to make the person want to use this site over others without a number.
- SOCIAL ICONS – Social icons show activity across Facebook, Google+ and Twitter. Just another way to connect with your audience and prove trust.
- BULLET POINTS – Landing pages are all about getting your message across to your audience without taking up a lot of space. The bullet points on this page are perfect, as they make the process of requesting a car title loan a simple three step process.
- CALL TO ACTION – The call to action on this page is the main focus for the end company or advertiser. They simply want the user to fill out this form and nothing else. With a short form and really no other options on this page, it’s a great example of how landing pages should focus on their call to action area.
Now that you’ve seen a few examples of good and bad landing pages, take these ideas back to the drawing board and improve the current setup of your own landing pages.
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Definitely talking on some good points here, I HATE when companies change their landing page and "forget to inform me" to later find out why my conversion ratio is going down.
This is one of the greatest posts I’ve read on landing pages. I’m not as experiences as your good self but the things you mentioned in your post really struck home. For me simplicity has always converted better than trying to make things overly complicated. A clear call to action like the form on the second landing page you used is a must.
It also annoys me that advertiser networks don’t offer more advance linking units, e.g link units which include forms which would submit directly from the landing page of the affiliate. This isn’t a complicated thing to do but would increase conversions for the affiliate no end.
Yea, you're right clog. Affiliate networks should try and do a bit more.
Also, I hate that if you can't deep-link affiliate links so that you can go into more specific pages to get the conversion.
Use your own tracking.
The second landing page is the clear winner. I would never put use a landing page that has many distractions because… well, because it's common sense. It just gives visitors a chance to click away from the site or forget why they came there in the first place.
I really like that landing page but ive seen some more simple and profitable….
I wonder how many sites/domains you have for your affiliate business. lol 🙂
-Mike
Great point Zac,
I am going to keep an Eye for those type of landing pages.
Yes its a great point that he has made – i never think of this way before.
Great post – I usally overlook these things in landing page. in future i would definetly consider these things for sure.
I wonder if you would promote any affiliate product that track phone call by providing the unique discount code? Do you recommend?
Do you still prefer pages with lead capture over live chat if they convert the same?
This is a great post, clearly the second site is better, its so simple and straight to the point, either they want to buy it or they don't
Nice post Zac, As I am diving ore and more into PPC tips like these will help me for sure.
nice examples Zach.
These are great examples. They make a crystal-clear distinction between a good landing page and bad landing page. I have no doubt the first one has a very high bounce rate.
Wow great post. I agree with that landing page, way too much stuff
i often look for such landing pages before promoting any offer because there is lot of chances for getting more conversions
Very insightful. This design is not very win win centric for affliates. I am always interested in landing page improvement. Sensible people will channel it in favor of the interested party and the affliate promoting that click to the landing page.
Those are good examples you picked there to demonstrate the difference between a good landing page and a not so good one. The second one is much less complicated, far clearer and I personally would be more willing to fill out a form such as that one rather than go make a phone call.
Here’s a question I have directly for an affiliate.
Why don’t affiliates go directly to advertisers and cut deals with them for sending them traffic? Or, do they do this already?
Here’s the reason I ask. I have an acquaintance who has worked inside of 2 of the largest CPA companies. He has told me that there is a well known term called the Scrub. Basically, this is a term used to describe the profits that CPA companies essentially steal from their publishers. He told me that all CPA companies will take more than their agreed share of the profits, and it is always the affiliate that loses, not the CPA company, and not the advertiser.
I have not verified what he has told me…but….he had no reason to lie to me. Ya know…nothing to gain from it.
Anyway, I figure, even if a CPA company does not steal profits from their publishers, they still cut into the profits of both the advertiser and the affiliate. Nobody can argue with this.
I realize there must be many obvious reasons why top Super affiliates like Zac Johnson would still go to the CPA networks, I just would like to fully understand why?
I figure he could cut much better deals for himself if he went straight to the advertisers.
Currently I’m working on a project that I hope and predict will attract the super affiliates. I believe this will be the case, simply because it looks like I’ll be able to offer them a higher payout for their efforts than anywhere else I have seen.
All replies are welcome. (Especially from Zac)
Thx kindly
Gary Roblin
Hi Gary, Why even worry about that? But my thought is the same reason why people pay me to install wordpress for them. It may be seam easy to us, but to them, it isn't. This is online marketing, we are charging them to promote there products, and services. Just because you know what keyword gets the most searches, and where to find that kw, doesn't mean they do.
Looking at the competition should always be step one when putting together a game plan.
I think you didn’t mention the fact that ugly looking landing pages actually do pretty good in converting as well.
But yes, the second landing page is the one that will convert better because it only let’s you focus on one thing… filling out the form.
Jay
Great post! I love this example. I've wondered about the elements necessary to make a good landing page. Your examples were very helpful. In fact, any other examples you could offer would also be appreciated. Thanks again for the helpful explanation.
Hi guys, I agree with all the points regarding keeping the page affiliate friendly with no phone numbers, live chats, etc… We actually pay unlimited lifetime commissions to our affiliates and we hard code the affiliate when the potential customer opts in and becomes a lead. Check out our affiliate program if you're interested in finding out more.
Dennys Passeto
Joint Ventures and Affiliate Program Manager
I agree. I have experienced several such issues with merchants I send traffic too.. their is quite some difference if they announce their phone number on the landing page and do not have a form. In general, a landing page with a form converts much better.
I actually wrote a similar article discussing the same exact thing a few days ago. Too many affiiliates give thier visitors an "open door" to leave thier landing page and lose interest in thier product! Check it out here: Less Is More!
Great information. It’s nice to see that people still take the time to write about fields that they are interested in and have knowledge about to help people in learning more about this subject!
well said!! in the world of money making, studying your consumers and their behaviour is very effective.
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cool post thanks
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I saw a best comparison today in your post sir, Iam planning to use Optimize Press for my affiliate products landing page. Do you think its worth buying?
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