By Bob Bly
1. Landing pages should have minimum options
The menu on your home page should not be duplicated on your
landing pages. Reason: Offering multiple click options and
choices decreases conversion rates. The only two choices a
landing page visitor should be given are to buy or not buy.
That’s it. If they try to leave without buying, serve them a pop
under window with a free gift offer to capture their e-mail
address. Then follow up with an auto-responder e-mail series to
convert nonbuyers to buyers.
2. How often must you post fresh content?
Content has become so important that 4 out of 10 marketers
surveyed by Visage publish original content one or more times
A third of the marketers surveyed publish new content weekly, and
15% published original content once a month.
You definitely need an employee or vendor dedicated to writing
all this new content for you — or at least curating it from other
authors in your company.
3. How to nurture sales leads
A study from Pardot found that 77% of buyers want different
content at each stage of their research. With lead nurturing, you
“drip” appropriate content to prospects depending on where they
are in the sales cycle — and adjust the content based on their
responses. That way, when buyers reach out to sales reps, they’ll
already be educated.
Source: “Ten Tips for Accelerating Your Pipeline,” Pardot.
4. The power of online reviews
In a survey from Dimensional Research, 90% of respondents who
recalled reading online reviews said that positive reviews
influence their buying decisions. This gives the consumer
incredible power and makes it difficult to control your
When you get a great review, share the success story on social
media channels. Link back to the review site so the user can see
the original review. Also, many review sites allow you to respond
to customer reviews publicly. Take advantage of this capability to
educate your prospects.
5. Are you worried you are pestering your prospects?
If you’re wondering whether you need more copy, don’t think in
terms of word count or pages, says copywriter Josh Earl.
“Look to see whether you’ve left out any important selling
points,” he advises. “And if you’ve got your bases covered, then
your copy is long enough.”
Source: Josh Earl e-mail, 8/17/15.
What would you add?
This article appears courtesy of Bob Bly’s Direct Response Letter http://www.bly.com