[TRANSCRIPT]

Hi, I’m Paige, funnel strategist, conversion copywriter, and the founder of The Impact Copywriter.

In this video, we’re going to take a critical look at the opt-in page and lead magnet for a free list building course.

Now before I start I just want a preamble by saying that Thrive Themes team is made up of experienced marketers, and this page is no doubt working for them or they wouldn’t be using it.

I just want to point out here that:

  • If you’re just starting out with a new opt-in page you definitely want to make sure you’re set up for measuring your data, measuring how people interact with this page using a tool like Hotjar which is my favorite at the moment.
  • If you have an existing page and you’re inspired by some of the things we discuss in this video then you want to make sure you’re using A/B split tests to test different changes to see what is actually impacting the conversion rate of this opt-in page.

I want to start off with some things that I like about this page

… before we get into some things that I would test.

The first one is it has a really nice, clean layout. It makes me feel like I can trust this page. It’s not going to scam me, that I can give over my information, I’m going to be taken to something … a credible resource, that I’m interacting with a credible company.

I also really like these teaser points in the middle here. I think they’re written very, very well. They do a good job of kind of getting you excited and teasing what you’re going to learn in this course without actually giving you the answer.

So that’s really what you want out of your bullet points like a trailer does for a movie. They’re really teasing what you’re going to learn without actually giving you the goods.

I also like that they’re making it very clear from the get-go that this is a free course. Of course, your opt-ins are always going to be free, and you want to make sure that that’s really clear because that is an objection that people could have.

If it’s not clear, if someone’s got to pay for something, they might not move forward. So you want to make sure they understand that they’re getting access to this for free, and it’s really clear in this case.

And if you direct your attention down here to the bottom…

I like that they spell out exactly what’s going to happen next. It reduces a lot of the uncertainty in moving forward. So they say there’s no need to confirm or wait for any emails. Enter your name, best email and a password then click the orange button and go directly to the course. That tells me I’m getting instant access. I don’t have to wait for anything and it’s very, very clear what I need to do to get that access.

So now let’s jump into the things that I would consider testing to see if it would lift the conversion rate on this page.

Now the first thing I noticed immediately when landing here was that this is not branded. So I’m aware of Thrive Themes as a brand, and I immediately recognized this did not match their typical branding.

I’ll flip over to their homepage here, so you can see that they use a different color. They use a lot of this green color that’s very prominent in their logo. They use … It looks like a different font. Their buttons look different, you can see they’re rounded. It’s just a different feel, so they are using kind of a similar blue, I’m not exactly sure if it’s the same one, but this page here doesn’t really feel like Thrive Leads, like their brand.

So that’s something I would consider testing.

They may have a purpose for not doing that, maybe they’re doing this in a partnership with another company so they want to be very neutral, but if that’s not the case I’d consider branding this page so that that brand identity is already starting to kind of reinforce that brand identity from the first entry point into the funnel — things like the color, the background image, the button color, the text, the font type, things like this, even consider putting the Thrive Leads logo somewhere on the page.

Now I understand not wanting to put it at the top because you don’t have that brand connection yet, but you could consider putting it here at the bottom, somehow in the footer. So they are having some exposure to that logo even though it’s not in the top and it’s not being distracting because they don’t yet know who you are.

The second thing that I noticed was that the headline was kind of vague. So what does taking my list building to the next level really mean? I will say that I landed on this page from an ad, and the ad had a very similar message about taking list building to the next level.

So there’s a really strong message match here between the ad copy and the headline copy, so that could be why they’re using this headline, simply because that’s the best practice to have a strong match in your ad copy if the ad is performing well, and your landing page headline.

But I would argue that this is kind of vague, what is the next level mean? So I would propose testing something like adding a pre-head, so a little bit of text before the headline that says, “Free course. Next-gen list building.”

So we clearly know kind of what this is about and then in the headline, I would consider moving this first teaser bullet here up as the headline, because I feel like it’s a lot more specific and I get a better idea of what this list building course is going to do for me.

So… “build a more engaged, better targeted and more valuable list of leads for your business.” That is a really strong headline, and it might work better.

The third thing I noticed was that the subhead kind of threw me off because I came to this page for a free course but now we’re introducing the idea of a newsletter.

I understand the mechanics behind it. I understand what’s happening in the backend that when I sign up for this they’re going to add me for that newsletter but I’m also getting access to this free course.

But considering that people are coming here for the free course, introducing the newsletter is for me confusing. It may be confusing some of the other visitors who land here. So I would test removing any mention of the newsletter, so remove that subhead there and a little bit of text at the very bottom of the page where it says, “Sign up to join our newsletter and get instant access,” I would remove all mention of the newsletter.

You can always address that kind of housekeeping stuff, that they’re going to be added to the newsletter in a follow-up email, so it’s not necessary to put it on this page. So instead of having the original subhead, I would consider pulling the bit of text at the bottom, starting with, “Get instant access to the six-part course. No need to confirm or wait for any emails. Enter your name, best email and a password, then click the orange button to go directly to the course.”

I would move all that up, minus the newsletter part, and use that as a subhead, because that is really, really specific. It takes all the uncertainty out about, “What’s going to happen next? How do I get instant access? Do I have to wait for this.” It answers a lot of lingering questions in a prospect’s mind or in a visitor’s mind, so that’s what I would use for your subhead.

The fourth thing I noticed was the image. Now though it’s a nice image, it makes me think that I’m getting a download and not a free course. So I would consider testing an image that more supports the message of what they’re getting. So if it’s some kind of video course then you could do a video snapshot of one of the videos in the course, with the play button inside of a monitor or inside of an iPad as well, it doesn’t really matter what it’s inside of. But that I clearly understand just by looking at the image that there’s going to be videos.

That wraps up our critique of the Thrive Themes free course lead magnet and opt-in page. Now, remember, like I mentioned at the beginning…

Make sure you’re set up to measure analytics using something like Hotjar

… so that when you go to design A/B test you actually have data, so you know what’s working, what isn’t, and how people are interacting on the page.

That’ll take you a lot further than just guessing and changing things without having any insights into how people are acting when they’re on this page. Then when making changes make sure you’re designing A/B test so that you’re relying on your data, not on just your feelings or your intuition on which changes are actually having an impact on your conversion rate.

Finally, if you’d like help planning, building and launching lead magnets and lead gen funnels…

like this one to grow your email list with the right leads, come on over and start a project discussion with me at theimpactcopywriter.com.