Monday, 30 April - 20:14 Category: e-marketing

Using Isolated Landing Pages

SYNOPSIS: Use isolated landing pages without navigation or out-bound links to funnel your Browser towards a specific action.

Sometimes the simplest things can have the most profound effect. I'll give you an example, last week I decided to move a Belfast sink full of soil in my garden to a better vantage point (and to stop my youngest from hand-digging!). The whole process took about 1 minute. However, the following three days I spent poleaxed in bed with a bad back. The whole experience reminded me of Pareto’s 80-20 rule -- namely that most of the time 20% of your efforts give you 80% of your results. In contemplation of this I was reminded of an incredibly effective marketing technique you could take advantage of which would have a similar impact. (Terrible link I know, but, hey, this stuff is free!)

I would like to introduce you to the concept of an isolated landing page. This is a single webpage which has no menu or navigation system and funnels your visitor towards a specific action. The type of action you want to your Browser to undertake is entirely down to what you are selling. For example, it may be you want people to sign up to your newsletter, or purchase something, or just to make contact. Whatever it is the important thing to remember is that you are only asking your Browser to undertake 1 action. Two questions immediately spring from this concept, the first being why would I want to do this and the second how am I going to get traffic onto the landing page if it isn't accessible via my website?

In response to the first: you would want to do this because you are deliberately trying to force the Browser to take a specific action. Let's imagine that you are selling a very specific product or service, I'm going to take the example of a book that you sell which is related to your business. On the landing page you are going to tell your visitor how marvellous the book is, how it is going to benefit them, how ridiculously priced it is given the benefits they will accrue and finally the option to buy. Now at this point you know that with well crafted copy and a solid business proposition a certain number of people who see that page will buy the book. However, by taking away any distractions, such as menus, links to other pages, references to other things, etc, you insure that your Browser's mind is clearly focused on what you are offering. (It is a psychological truth that if you give people options on the page that very often they will take them.) I can promise you that this technique, when properly implemented, has earned many online businesses millions. If you remain unconvinced then sign up to the newsletters of Michael Chaney, Dan Kennedy, Chris Cardell and Derek Gehl all of whom are millionaire marketeers utilising this strategy to sell their products. (If you want to read more about the psychology of this principle have a look at the Zeigarnik effect.)

In response to the second: how you going to drive traffic onto these pages? Well, there are two highly effective routes. The first is to use a Google Adwords campaign which drives traffic directly to the landing page and the second is use a newsletter (don't forget, you can kickstart your newsletter by signing up your existing client base) and then funnel people to landing pages as links from the newsletter.

I have just given you the broad brushstrokes in this article but there is, of course, much more subtlety you can apply to the technique. (I am being true to Pareto’s law and giving you 80% of what you need to maximise your returns. (The remaining 20% will probably take you five times longer than reading this article but I can guarantee that the returns are worthwhile.))

I’ll comeback to this subject again a little later on.

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Posted By:Jed Wylie on Wed, Apr 30th 2008, 20:14