Picture your sales and marketing funnel in your head for just a moment. If you’re like many marketers, you likely spend a lot of time, money and effort driving traffic to your landing page. Then, once they’re on your landing page, you likely spend a lot of time, money and effort to get customers to a form …
… and then what? You can’t simply cut the engine and hope that the momentum that got them this far will coast them through the form to conversion.
“Perhaps this is the mistake I see the most on landing pages,” said Adam Lapp, Associate Director of Optimization and Strategy, MECLABS.
“A good headline, good copy, everything executed well … then the visitor gets to the form and it simply says ‘Request more info’ or ‘View our demo’ or ‘Contact a Sales Rep’ with forms below.”
Let’s take a look at those three commonly used phrases and see what Adam suggests to help you create a process-level value proposition for each one of them.
Not this
Request more info
But this
By filling out the information below, you will receive [a full brochure OR a five-step guide to x, y, and z OR a call within 24 hours from an xyz expert].
Not this
View our demo
But this
The demo takes only three minutes and will show you [how the product works in real time OR patented control features that save 30% more time OR the five best ways to use the product].
Not this
Contact a Sales Rep
But this
Complete the form below to speak to a product expert who will be able to [answer any questions OR provide details about the core features OR discuss pricing and needs].
Never assume your customer understands the value of the action you are asking him to take
After all, when you lift your head up out of analytics and marketing automation platforms for just a minute and look at the big picture, your job as a marketer simply comes down to this – communicating the true value of whatever action you’d like your prospect to take.
Related Resources:
Common Landing Page Mistakes: Too simple of a landing page for a complex sale
Common Landing Page Mistakes: E-commerce sites treating new and returning visitors the same
Marketing Campaign: Landing page optimization can help improve the return on your media spend
Common Landing Page Mistakes: Too simple of a landing page for a complex sale
So simple, yet so often overlooked. Thanks for sharing Adam’s on-the-ground insight.
Great article – hits the nail on the head 🙂
In today’s marcom world, it’s all about brevity. But this brings to light a good point that expanded copy is not a bad thing!
How would you approach it on a mobile form? the same way? (longer copies)
Hi Daniel
Your “Not this: | But This:” format is so effective. Thanks for putting it like that. I also love your re-definition of a marketer: communicating the true value of whatever action you’d like your prospect to take.”
I may have to quote you on that