Introduction to Lead Capture Pages

The fact of the matter is, that you have to know your traffic source before throwing up a lead capture page. If you don’t know what kind of traffic you have then STOP and figure this out before designing and creating your lead capture page.

The 3 Types of Traffic Sources

Each of these types has its distinct characteristics and offers different opportunities for converting into customers

Note: if you work in sales, you might find these three traffic types similar to lead types that salespeople recognize: cold, warm, and hot leads. That is no coincidence. Both traffic and leads share similar characteristics and offer similar opportunities for conversion.

So, let’s go through them in turn.

• Cold Traffic – These are people who land on your capture page without any referral to you and usually aren’t aware of you or your brand. Through paid advertising they might be coming through a Facebook Ad, Google PPC Ad or a Solo Ad. 99.9% change they don’t know you yet.
• Warm Traffic – This is what we call partner driven traffic. Someone who knows or trusts you may have referred you or someone who who is already aware of you or your brand. Maybe they follow you on any one of your social media channels or possibly on your email list but they are generally till getting to trust you or warm up to you. So far, these people have indicated no interest in buying from you.
• Hot Traffic – Hot traffic is usually someone who is well aware of you and your brand and more than likely alread brought from you. They know about you and your products and services on offer.

Why Do Capture Pages Work?

Compared to a website, lead capture pages have been proven to convert at least 6 times better because of less distraction.

When someone visits your website they are usually given so many overwhelming options and often don’t know what you want them to do so they click away. Generally you only have around 7-8 seconds to get a person to click on what you want or they leave

A confused buyer always says NO!

It is very important that you have a clear HEADLINE and CALL TO ACTION whether it be on your website or lead capture page.

Think of it this way…

When a person stops on your website they are on a journey. You NEED to guide them on what it is that you want them to do next. Have an optin box very prominent as soon as they land on your homepage or maybe even a welcome video that autoplays instructing them on what to do.

LET’S BREAK DOWN CAPTURE PAGE LAYOUTS FOR THE DIFFERENT TRAFFIC SOURCES

COLD TRAFFIC

• This page is great for cold traffic because it has added explanatory text via bullet points
• It is important to add a graphic to demonstrate that you are offering something of value
• The page offers a social proof section so you can show off some testimonials
• Do not use this page for warm traffic as all the extra content is not required

WARM TRAFFIC

• The page is designed for warm  traffic. It’s assumed that he partner driven email, shout out, referral or social ad/post, drove them to the page set for what they will expect.
• Note that the landing page MUST be congruent with the email message that was sent OR ad/post, shout out message etc
• Remember that with warm or hot traffic, the person is usually already interested in what you have to offer so there is no need to oversell them, just keep it simple.
• A key feature of this page is that it’s simple and there is no friction getting in their way of taking the required action.
• Make your CTA (call to action) button stand out on the page so its clear what you expect them to do.
• Balance your visuals and linguistics. Images should tie in to what you are communicating without distracting from the CTA.
• The particular page would NOT work for cold traffic because there is not enough COPY.

HOT TRAFFIC

• This page is designed for selling a product or service.
• Because hot traffc consists of people who have purchased off you before, it’s ok to send them straight to a sales offer. These people have brought from you before, they know you and are more than likely on your email list and follow you on your social media channels.
• There are some great retargeting strategies when planning advertising campaigns to reactivate hot traffic, consider using retargeting to remind them of their previous interest in your brand especially if it’s been some time since they brought from you last.

TIPS & STRATEGIES

Once you have a persons e-mail address from your lead capture page, send them relevant information, either as a drip campaign (email sequence) or traditional newsletter to offer value, build trust, and confirm your authority. This will allow you to nurture the person until they’re ready to become a client and also give you great credibility.

The next best thing is to chat with a live person to answer all your questions. This is a useful feature for all kinds of visitors – cold, warm and hot traffic. Running surveys is an awesome idea to find out more about our target customers problems and needs.

Not every visitor on your website has time to search your website for answers, and you might not have time to talk to all of them 1 on 1. Live chat is a way to engage with a customer, get to know them better and persuade them to sign up for your products. This also helps in converting a random visitor to a warm contact.

Before signing up for any product or service, people usually have objections and psychological barriers. They want to know that they can trust you. If you can address these barriers, you can close deals with cold and warm traffic who are usually skeptical about either signing up for a newsletter or making their first purchase.

Remember, you’re not selling products to first-time visitors or expensive products to a subscribed visitor who hasn’t made their first purchase yet.

Your goal is to build relationships first and then sell your products.

WHAT TO AVOID WHEN CREATING LEAD CAPTURE PAGES

1. Don’t let a background image take away from your call to action button.
2. Don’t over complicate your landing pages withtoo much text, but use what is required in a great design.
3. Don’t treat warm traffic the same as cold traffic.
4. Don’t get so caught up in the conversion rates that you don’t pay attention to how many sales are being generated. Focus on the numbers that truly matter.
5. Don’t create a one-headline offer for cold traffic. They need more information and relationship building. 
6. Don’t create ‘pretty’ call to action boxes. They should stand out and draw attention with the eye.
7. Don’t add social media icons to your landing page as this will decrease conversions. Give people fewer options, not more. A great tip is to save the social media icons for your ‘thank you’ pages or even add links to join your Facebook Groups.