Posted on December 16th, 2007 in Advice, General, Reports | No Comments »
The Rhodes Brothers typically don’t review products that other people develop. We are generally pretty quiet about what we buy and use. Quite frankly, most products and services we obtain just aren’t that good. And, we don’t like to play dirty.
Well, today I want to tell you about The Landing Page Handbook which is published by Marketing Sherpa. Give me just a few minutes to tell you about it. I promise it’ll be worth your time.
The Landing Page Handbook is about 270 pages long. It is actually a second edition, which I really like. They’ve updated and revised many points based on new data, analyses and feedback. 2nd editions are generally mature and refined.
Now, let me get this out of the way. If you’re interesting in landing pages there is no better resource available for sale. Oh sure, I’ve read several ebooks and reports, and I’ve even sold 1-2 myself. But, they are narrow and lack serious data. They simply don’t have the firepower of Marketing Sherpa’s Landing Page Handbook. If you’re looking for my recommendation and the summary, that’s it.
If you want to know why I think the Landing Page Handbook is so good, please keep reading. I’m going to give away a few secrets. It’s the only way to make it clear that this book is worth grabbing.
For starters, the handbook gives you explicit data on conversion rates. How many times have you tried to figure out if you’re below average, average, or above average? Unless you have a baseline how can you improve your tests? I tell you, this is invaluable data, that you get in the first 20 pages or so.
The Landing Page Handbook also provides a very clear review of the stages of the conversion process, as a person moves through one step after another or not. You’ll get outstanding advice on landing page design. I was surprised at how well the handbook translates the data into real recommendations for design improvements. The Rhodes Brothers have already made several updates as a result.
Every little nuance of a landing page is explored. Different types of landing pages are explained and compared to each other. Numerous examples are given to make it clear how you should think about your pages. There are even lists of design mistakes to reference if you’re in a rush.
I’ve left out the price until now, but it’s time to throw it your way. The Landing Page Handbook costs $497. Yes, that’s right, it’s $497. But, I want to talk about the price for a minute.
If you are on a shoestring budget or you’re a small time entrepreneur, then this probably isn’t the right investment for you. But look, if you are a small or medium business with a marketing or R&D budget, this should be on your shelf. You simply will not get better landing page advice. Grab it if you can afford it.
Here are some secrets…
1. Most landing page updates won’t cost you a dime. You’ll mostly just need to tweak your design to get the results you want. You’ve got to love that.
2. Total average conversion rates are about 3.84% but remember, they vary quite a bit based on modality (e.g., list email vs. search engine PPC traffic). Now at least you have a starting point.
3. People do bail from opt-in pages for verious reasons which you might not realize: too many fields to fill in, poor wording of your heading, too much body copy or too little, amatuerish design.
4. If you’re wondering where to spend your money and time, consider email and your lists. Search and test links don’t seem to perform quite as well, but of course, the niche you’re in will matter.
5. Trust me when I say that the Marketing Sherpa Landing Page Handbook makes it clear that aligning your landing page with your specific campaign matters. For example, if potential customers are search for “heated pet bowl” and they come to your site, you really better have “heated pet bowl” on that page. In fact, the page should be all about that topic.
I’m not joking when I say that The Landing Page Handbook is absolutely full of this kind of advice. It’s a real treasure.