This morning I was teaching a seminar, and I was showing examples of landing pages where companies offer something of value in exchange for a name and email address. An attendee said, “I hate it when people do that!” She said, “why don’t they just give you the information, instead of making you enter your email?”
This is a very good question. If you ever visit a site and resent that they are asking for your email, then you probably aren’t seeing enough value. If someone hesitates to share an email address, it’s because they feel that what you are offering is not valuable enough to risk sharing their email address. The solution is NOT to quit asking for emails. The solution is to increase the value of what you offer.
This means getting in the minds of your visitors. What keeps them up at night? What problems can you help them solve that would be extraordinarily valuable to them? When you discover these types of needs and offer information that helps them in these areas, a visitor won’t think twice about exchanging their email address for your information.
I advise clients that sell products to increase value instead of reducing the price. When offering an incentive on a landing page, it’s the same thing. Sharing an email for information is a transaction, and the more value you offer on your side of the transaction, the better results you will get.
Here are two landing pages that really do a great job of communicating value:
Want to get better results? Increase the value of what you offer. Remove the salesy stuff and think about the needs of your customers. Once you get that part right, the rest of the process becomes a lot of fun.
To learn more about effective landing pages and landing page design, check out a great article here.