“Landing Pages Don’t Work!” Argument
A few days ago I became a witness to a discussion, where an “expert” claimed that landing pages and free giveaways in exchange for emails are not working nearly as good as they used to just one year ago and that we live in a period where something else has to be invented in order to generate leads.
Here are the two reasons offered:
Reason #1. As more and more people become aware of landing pages, whenever they see the sign up form, they simply click away from the page.
Reason #2. When people do decide to sign up for a free offer, they sign up with emails that is not their primary email and there is no way to get in touch with those people anyways.
Those were seemingly valid points and it got me thinking if this was really the case. Of course I, myself, have come across hundreds of landing pages and, of course, I x’d out of most of them. But I did leave my email on a few that I thought were interesting. I signed up with my “other” email, of course.
Have people like me been signing up for things less and less? Have people become desensitized to time-tested lead generation techniques?
All of this got me thinking about the people who typically leave their information in a form in exchange for free content.
Type #1. There are people who sign up for just about anything free. And, at first glance, I am a perfect example. Yes, I am that crazy guy who signed for 3 trial versions of landing page building software, downloaded (almost) all free books that suddenly popped up on my screen and currently being harrassed by a CRM sales person, just because I left my email in one of their sign up forms. Heck, I even created a separate email for downloading free ebooks, free giveaways and CRM signups, so that they don’t interfere with my important, day-to-day emails. You see, I have created that email to make sure that after I get the free stuff, I don’t have to “hear” from anyone about anything!
You see, I will sign up for whatever, just don’t bother me after I do. Get it, ridiculous sales people? Oh, I almost forgot, I am one of them, of course. More on that later.
Type #2. There are also people who would not sign up for anything, no matter what it is, even if it is free. They would not sign up for a free trial or get a free book. One of my “friends” is a perfect example. For him, it seems incomprehensible to give out personal email in exchange for, well, anything that is being pushed by those internet “knuckle heads.” Among the people that surround me, most of the people belong to this category.
Type #3. There is, also, the third type of people who would sign up for everything AND buy some of those things as they, with time, become convinced that they really need a particular product or service. Oh, wait a minute, I am also a perfect example of this third type as well.
So what about the 2 arguments? What about those guys who click away every time the see a landing page?
Well, for every few of those guys who will get scared away by a book and a form next to it, there would always be one person like myself, who will enter his email and get that book on “7 Steps To Increase Conversion Rates” or a free webinar on “How To Increase Your Traffic in 24 hours” (both are made up titles, of course) and will have no choice but to become a part of someone’s sales funnel.
But what about that “fake” email I enter every time I sign up?
The truth is, I use my fake email for free stuff so much that on some days I check it more often than my real email. So, go figure. After all, I guess my “fake” email isn’t nearly as fake as I thought it was.
But… But… People like you are just a small percentage. Does it really make sense to invest into a strategy where only small percentage of people actually participate?
Good question. Really. But I am NOT going to give you a cliche answer that 1% of one million is, really, all you need because, truthfully, I have not yet reached a million of clicks on, well, any of my landing pages. And when this day happens I will probably rent a limo with a full bar of drinks and a stong wi-fi signal (for my celebratory wordpress blogging event) to drive around Chicago and celebrate. However, my answer is much more simple than that.
I have clients. Just like many of the people that download information in exchange of email have clients. And that means that whenever I am buying something or, more precisely, buying into something, all of my clients (some of whom don’t even know what a landing page is) get to hear about it. And the conversion ratio of my clients who get to hear about something I bought into is, well, probably close to 100%.
This means that if just 1 person in 1000 will download your content in exchange for his or her email and simply will happen to be someone in a position of working with several clients, suddenly you multiply that 1 by however many clients that person has, as well as however many clients their clients have and so on.
So to those who keep complaining about landing pages that do not work my answer would be: “Improve the content your offer to target precisely the clients you are trying to get. Make it awesome. Make it relevant.”
Oh, and one more thing.
Landing pages do work!