3. Bullets
List your (emotional) benefits in bullets—nice and quick to read. Create 3, 5 or a maximum of 7 bullets. Each needs to be powerful and really create desire for your incentive.
You won’t need testimonials or scarcity if your benefits are compelling enough. That said, testimonials, if used correctly can increase your conversions.
4. Capture Form
This should be prominent and clean. Have an action phrase on your green button. Don’t put ‘subscribe’, ‘opt-in’ or ‘submit’. These are off-putting words.
Instead, use ‘free instant access’ or ‘send me my report now’ or ‘watch this video immediately’. Having the benefit written on the button will help increase conversions.
Make sure your form is clearly visible without needing to scroll the page (what is known as ‘above the fold’). Studies show that a large percentage of people will never scroll a web page. Make it as easy as possible for people to take the action you want them to take.
5. Privacy
Confidentiality is very important to many. Reassure those concerned that you will never rent, sell or pass on their personal details to anyone else. No one wants to risk being spammed.
Use a product image that creates high perceived value. Even though your product is probably intangible (for example an e-book), you should create a strong image for it. People do judge a book by its cover.
