Like a mystery wrapped in mystery, the effective user experience design (UX) of the traffic funnel-which actually converts-is the most important yet least understood aspect of web design, and with good reason:
- A nice Website with an unwanted and/or unclear call to action corresponds to crappy conversions (and, ultimately, unhappy customers).
Conversely, the minimalist pages have proven to be very well converted with a clear call to action that speaks directly to the visitor’s “lizard brain”.
- Therefore, a highly converted traffic funnel combines the best elements of convincing writing, minimalist design, direct responsive UX/usability and neuromarketing to create a tasteful user experience.
With this in mind, we will explore simple and proven evergreen methods and strategies that are easy to integrate but can (often, very quickly) deliver amazing results.
These tips and techniques will work well with lead capture pages( aka “squeeze pages”), the funnel sales on the rise, funnel, sales and the decline in the funnel direct selling (it is not a sale of the increase in sale-below) and also the funnel” hybrid cool” really creative.
What exactly is a traffic funnel?
Although some multi-level traffic funnels can be quite challenging, at the most basic level they consist of three elements:
- A landing page,
- A unified, unique and distracting call to action,
- And a well thought-out mix of” emotional triggers ” that force the visitor to take immediate action (usually subscribe or buy them now) – without appearing as a hypish or supplicant.
Essentially, a high-conversion traffic funnel is a delicate balance between giving up the hype while maintaining all the excitement of your service or product. While allowing your visitors to imagine the desirable experience they offer you at the level of the lizard brain.
Therefore, one of the keys to the successful design of the traffic funnel is to see the beginning of the end (from the visitor’s point of view).
Funnel And Traffic Main Considerations
Of course, most very talented web designers have no real understanding of how to create a traffic funnel that converts well.. Instead, they create a kind of “mulligan stew”by beating together a number of elements that they hope will impress their customers (“Spray and pray” method).
For example, many talented web designers are still under the illusion that the approach to being-all-things-to-everyone is the way to go.
Simply not the matter.
Taking into account the same offer, a unique call-to-action landing page without minimalist distraction will always produce a “pleasant” (but noisy and confusing) landing page 100% of the time without error.
The goal is therefore to create a landing page that:
- Is neither exaggerated nor read as an obituary,
- Zero noise and confusion.
Always remember-anything that distracts from your call to action is simply repulsive to visitors; therefore, it is advisable to get rid of all hype, noise and confusion. What to us…
The Four Crucial Questions That Landing Pages Must Answer
In no order of particular importance, here is a brief overview of each:
Question 1: What do you want to sell me?
Whether it’s a product-or service-based offering (or even a lead-generating freebie offering), your concise value statement (also known as the “value proposition”) is what initially prompts your prospective customer to become a subscriber, customer, or customer.
Think of your value clarification like the teaser on the back of a book or movie trailer. Its only goal is to gently attract the interested party who want to learn more about your offer.
Therefore, your value statement should address the following in literally a few short judgements:
- 1 or 2 Important results/benefits that your buyer, customer or subscriber can expect.
- What these results do for the buyer (i.e. how your offer will change your life for the better).
- Why should you should even care about achieving these results.
Question 2: How much?
Here are many creative professionals, blow it out. Instead of highlighting your prizes, instead make your perspective need to jump through one or more hoops just to figure out how much.
From the perspective, this is a complete standstill. But what about service-based offerings that are individual/specific to each customer, you ask?
At least there should be an easily accessible base rate menu of “main package” pricing options, as well as key value added pricing options, as well; to give prospective buyers a comprehensive idea of what they are looking to shell out.
Tip: an enticing call to action such as “Contact us with your project details for your own individual quote and get 10% off your work order by mentioning this discount” (or similar) has proven to increase conversions.
Question 3: Why should I believe you?
While an” about “page is a great place to establish your authority/expertise, social proof is just as important (testimonies, familiar symbols/logos “as on” in your niche, seal of trust, etc.).)
Question 4: What about me?
In combination with convincing writing skills, neuromarketing comes into play here.
By cleverly mixing the best benefits and characteristics of your offering together in a way that effectively communicates your story leading to your “lizard brain”… a distinctly visceral emotional response becomes restless within your perspective; by which you cause immediate action to be taken.
Warnings On The Landing Page
A few years ago, legendary Internet marketer Mike Filsaime launched his butterfly marketing script and the accompanying manuscript. Long to short, the basic principle behind butterfly marketing has and will always remain true: small changes in your traffic funnel can have profound results.
With this in mind, ask yourself the following questions-in the most brutal way possible – regarding your own websites or those of your customers. Start by putting yourself in the” skin ” of a complete stranger visiting your website for the first time.
Be literally your lowest review as you take lots of notes on how to improve your own traffic funnels or those of your customers:
- Does your website display useless web content / elements, including a distracting color scheme/theme, banners, irrelevant videos, or other “click me”shit?
- Does your traffic funnel design cause unnecessary confusion for your visitors (i.e. no clear and concise call to action from the customer’s point of view)?
- Is your website clearly responding to a specific niche audience by correctly anticipating the needs and concerns of your audience?
- Are you really someone who is really there to solve the difficulties of your reader (i.e. your website radiates genuine compassion)?
- Ironing these “folds” alone will greatly enhance the conversions to which you are usually accustomed. And always remember: small changes can lead to dramatic results.
A short word on the squeeze pages
In the purest sense, a squeeze page is a highly optimized and targeted lead generator that responds to a specific niche; the tip (also known as the “mouth”) of a high-conversion traffic funnel.
The best conversion compression sites are the ones that never try to be “all things for all”.’
They are characterized by unique problems and concerns of a particular niche. Imagine your Squeeze page as your mini report Building solution provider that never sleeps and is ready to relentlessly serve your leads 24/7.
Well done, your visitor will practically salivate to get into the Action.
And if you don’t have a good reason to do so, your Squeeze page should never, ever ask for more personal information than just an email address and at most a first name.
Numerous marketing studies over the years have shown that Opt-in rates are directly related to the amount of information collected. In the split test, only one email address and nothing else generated the highest response.
Opt-in form conversions quickly declined in split tests where more than just an email and first name were requested.
After your visitor submits their data, your autoresponse (i.e. Aweber, GetResponse, MailChimp, et al.) then automatically sends you an email with an Opt-in confirmation link (also known as a “Double Opt-in”).
Immediately after clicking on the confirmation link, a second email will be automatically sent to you with the access /download link to the promised Goodies (depending on how you set up your traffic funnel).
Although there are a large number of different squeeze page policies, this is the general core of a basic Squeeze page.
Maximum Conversion compression Page-tips UX
For maximum conversion, make sure all your pages Squeeze:
- Use it for the sole purpose of getting your visitor to take a very specific action: subscribe.
- Address the “four most important questions Landing Pages need to answer” discussed above.
- The benefits are bullet-packed, with zero hype and zero unnecessary visual clutter or “click distractions” (i.e. irrelevant content, ads, etc.)
- Build confidence every step of the way.
Apart from your Squeeze page offers and the Premium offers themselves, the aesthetic appeal of your website can help increase your overall conversion into your overall traffic funnel.
The aesthetic elements that I found most effective, if possible (in no particular order of importance) are:
- Familiar symbols, Logos, and trust seals (e.g. “PayPal Verified” seal”)
- Real End User Testimonials.
- Seductive Ecover graphics.
- A clear, clean and non-confusing layout (that is, your subtitles and chips convey the most important elements of your story)
- A photo of you at the bottom of your Squeeze page or sales page.
- A compact Johnson Box (or equivalent Attention-Grabber) and a value statement at the top of your offer.
For self-hosted WordPress users, I found the free Version of s2Member absolutely indispensable for creating password protected download pages and membership pages.
Although it has a Premium Upgrade version, even the free Version is much more robust in its own right.
Among many other highly desirable features, s2Member can be configured to protect individual pages, posts and downloadable files and limit the total number of downloads to a certain number per day, week, etc.
It can also be configured to have MailChimp’s autoresponder seamlessly integrate in the background as a single Opt-in lead capture device.
In other words, it can be configured so that your subscriber does not experience any inconvenience if he has to click on the “Confirm subscription” link in a secondary email. You simply log in with your credentials as you would with any typical WP site.
Once your visitor enters their credentials and logs in to download your fantastic Freebie offer, you will be automatically redirected to your “member download page” (automatically protected by s2Member).
Granted, it takes a bit of work to set everything up properly at first, but once you’ve done it as many times as I’ve done, it flows like a clock; thus providing a remarkably smooth user experience.