UPDATE 28 Aug 2019

I have over access to over 3,000 of the top eCourses and will be providing information here, from the courses.

Building a decent sales page, sales video page, capture page, etc., call it what you will, they’re all landing pages. Which we provide to our affiliates obviously, so you don’t have to worry about building and beta testing and split testing them. That’s what we do.

The following is curated content taken from the top ranking results on the Google SERPS. Our Online Business Builder Subscription provides all of the necessary, split tested, and optimized landing pages for your sales funnel. If you want to do it yourself, you might find this information useful.

The following is useful for a sales video landing page but as you’ll see the same components are shared with al landing pages.

1. Set your goals for your product video

Like any piece of content, you need to know what your goals are before you start. This not only helps you choose the right video format, but also helps you brainstorm ideas.

There are many ways brands can use videos in different stages of the customer journey. Depending on what your business needs are, you may want a video for any of these purposes:

  • Building brand awareness: introduce a need for your product and make your brand look good
  • Generating leads or sales: convincing prospects to get in touch or buy
  • Explaining specific features: educating existing customers to improve adoption and retention

Your goals help you determine the kind of video you should produce. If you’re looking to build brand awareness – do a short ad. 

Want to improve customer retention? Create video tutorials for different features.

Once you have your goals set, it’ll be much easier to proceed with the next steps like writing the script, choosing the tone, etc.

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A one-minute explainer video could help clarify what we do to potential customers and make our sales reps’ lives easier.

TLDR: ask yourself, why are we doing this video? What problem are we trying to solve with it?

2. Identify your target audience and value proposition

Setting your goals is the first step. Then you need to know who you’re addressing and the message you need to convey.

First, who is this video for? If your answer is “well, everyone?” you might need to spend a bit of time doing some serious research.

Knowing who your ideal customers are will help you choose the best tone and language to address them, increasing your video’s effectiveness.

Then you need to ask, what do we want to emphasize in the video? What is your biggest selling point? Why should people care?

These questions should help you narrow your focus on just the essence and highlights of your product in the video, and make them memorable for your viewers.

Here are some ways to identify your target audience and value proposition:

  1. Ask your sales team. They talk to customers all day long. They know the kind of people who’re most likely to buy, what they care and worry about, and how they speak.
  2. Talk to your customers. The best way to understand your customers is to talk to them. Ask them why they chose your product over a competitor’s, what they like most about your product, how they use it, etc.
  3. Monitor your brand discussionsSometimes your customers might not want to speak to you. They might just want to share their opinions with their followers and friends. Or they may just want to leave a review online. Keeping a close eye on all your brand related conversations will help you understand them better – what they really think about your brand, as well as the language they use when communicating.
  4. Steal ideas from your competitors. Your competitors’ customers are your best prospects. Spy on your competitors to see what kind of people they are targeting, and how they’re targeting them.

When we started our video project, we asked the sales team to describe our ideal client types, and the Mention features that speak to them the most. From monitoring online reviews, we found that ease of use is what our customers appreciate the most about our tool, compared to our competitors.

With that information in mind, we proceeded to writing our script and creating the storyboard.

TLDR: do your homework to find out who your target audience are and what they care about the most to determine your video content and tone.

3. Draft a script and storyboard based on your target audience

Once you decided on your target audience, tone, and value proposition, you can start drafting your script and storyboard.

In the past, we’ve always done our videos in house. Like our Real Smart Marketing series, and all our customer success story videos. But because of the time constraint and how busy our design team is with other projects, we’ve decided to go for a video production agency – Left Productions – for our product explainer video.

But we still felt it was important for us to write our own script. So we did.

Writing your script

The script is the foundation of your entire video. Like the script of a movie, basically. If you’ve attended any screenwriting class in college, you’ll know that a good story needs some sort of conflict, and then a resolution. Same goes for a good product video.


Setting up the challenge

You need to first set up the context and the challenges faced by your target audience. Then, you introduce your product as a solution to their challenge.

For our customers, their biggest challenge is keeping track of all brand discussions happening on different channels online. We thought it’s better to illustrate this challenge visually. So we decided to go for animations to create this overwhelming feeling of being drowned in different social media discussions in the beginning.

Use the right tone to reflect your brand

The tone of your video should represent your brand voice and what you’re selling. If you’re representing yourself as a smart solution, sound smart. If you’re a dating app, sound fun and flirty.

Since we want to highlight the fact that we’re easy to use, we chose a very conversational, straight-to-the-point tone, free of jargons and corporate terms.


You also need to speak your audience’s language. Are they tech geeks who like to use technical terms? Or are they teenagers who speak in emojis? To connect with and convince your audience, you have to use the same language as them.

Talk benefits, not features

Your customers don’t care about you. Or your product. They care about themselves, and their problems. The only way to get them to care about your product is to show them how you can solve their problems.

So if you’re selling a drill, talk about the hole that your prospect needs on her wall. The drill is the feature, the hole is the benefit. Your script needs to be all about the benefits. It’s okay to touch on features, but only when you show how it can help your customers.

Choose words that reinforce your central idea

In your video, you should have one theme or central idea.

For us, we want to drive home the idea that Mention helps brands listen and understand better. So I chose words and phrases that are synonyms of “listen” and “understand.” I also bolded those phrases so that they stand out to me as I was drafting and reading the script to myself.

Have a compelling call-to-action (CTA)

At the end of your video, your viewers should be prompted to take an action. This goes back to your goal. What is this video for?

Some common CTAs are:

  • Contact us
  • Download our thing
  • Buy our stuff
  • Subscribe to our mailing list
  • Visit our website

When you’ve decided what your CTA is, make sure to include it at the end of your script.

Drafting your storyboard

Once you’ve perfected your script, you’re ready to create the video’s storyboard. A storyboard lays out exactly what you want to show in the video, frame per frame.

So from the script, ask yourself, what am I showing on the screen as I’m saying this?

My original storyboard looked like this:

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…Yeah, I should stick to writing, I know.

Together with our video agency, we worked on a storyboard that’s a tad more polish and comprehensible:

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Since we really focused on the benefits our tool bring to our customers in the script, we felt it’s okay for us to show our product and features visually.

From the discussion with our sales team, we identified a few key features that we want to highlight and made sure to feature them in the video.

Be neurotic about it

When it comes to storyboarding, you need to be super detail-oriented.

From the second the music should come in, to the wording you’re using on the screenshot of your app, you need to have every single detail carefully thought and planned out.

If you’re working with an agency, don’t be afraid to ask lots of questions about every single scene and transition. Having a clear and detailed storyboard will save both sides a lot of time later in post-production.


Get an outsider’s point of view

After spending two weeks looking at our storyboard, we couldn’t tell what rocked and what sucked anymore.

So we invited the sales, tech, and design team to comment on our ideas. They were able to look at it with fresh eyes and gave us very useful insights to improve our video.

Since we have an international audience, having the opinion of non-native English speakers also helped us fine-tune the wording and slangs we used.

4. Filming, actors, and voiceover

For us, the filming was really the easiest part of the whole video production.

Since we worked with an agency, they came bringing all the equipment, and it took us less than an hour to get all the shots we needed.

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And because we believe it’s important to show our customers the people behind the Mention brand, we’ve decided to feature real employees at Mention in the video instead of hiring actors.

Here’s Julian, a real account manager at Mention 🙂

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As for the voiceover, I rehearsed and experimented a few different versions with the crew in a quiet room, and that’s a wrap!

TLDR: If you don’t have an in-house video crew, it’s best to go for a good agency to save time and headaches.

5. Diffusing your video

Once your video is ready, you need to get it out there for the world to see.

Based on your goals, you have to decide where you want to share and host your video.

Here are a few common options:

  • A landing page
  • Your website homepage
  • Social media platforms
  • Nurturing emails

Since our goal is increasing brand awareness and product value proposition, we’ve put our video on our demo request page:

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And pinned it as the top post/featured content on our social media accounts:

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how to create the perfect product video facebook

We also named the  YouTube video “what is Mention?” so when people search for that on Google and choose “videos,” they’ll find our product video easily.

Hosting your video

Normally we host all our videos on YouTube. It’s everybody’s go-to platform for videos, and if we target the right keywords we can reach a big audience that’s never heard of us. It being completely free also helps.

The only problem is, when we embed a YouTube video, people can click away from our page to watch on YouTube instead, thus less likely to continue reading or doing what we want them to. YouTube also display lots of ads and suggested videos, which may very well be one of our competitors’.

So that’s when we decided to give Wistia a try, which has no ads, and no way for viewers to click away from the page.

When you embed videos on your site, you’ll enjoy full control over the branding, including the option to add social sharing buttons, a clickable call to action, divide the video into different chapters, etc.


We’re currently just trying out the free plan, but we may upgrade to get integrations with HubSpot, our marketing automation tool, to get more viewing analytics to improve our video strategy.

Start creating your product video

Creating a product video was much more challenging than I thought. It’s a lot of work, and the enthusiasm turns into anguish as you’re working on V5 of your script. But there’s also nothing more rewarding than seeing a finished product that you’re happy with, and are proud to show the world.

What do you think about our video? Does it make you want to give our tool a try? Let us know in the comments!

In case you missed it, here’s the video again! 🙂



Source https://mention.com/blog/product-video/


What Do I Include on My Lead Capture Page?

The best lead capture pages have the following elements in place:

Attention-grabbing headline: Your headline needs to be creative and encourage readers to stay on the page. The best way to do this is to include your UVP in your headline and “message match” with your marketing campaign.

CTA button with personalized copy: The CTA button should have colour contrast with your page and use verbiage such as, “Send Me the Ebook” or “Download My Checklist”.

Optimized lead capture form: The number of form fields depends on your offer and must be organized in an easy-to-convert manner.

Relevant image: Your lead capture page should also have eye-catching photography or custom graphics. If you’re promoting a webinar, include the host’s headshot. Are you promoting a SaaS free trial? Include a graphic or gif of your product.

Relevant copy: Your post-click landing page copy should explain everything about your offer. But the copy can also be a “teaser” as well — just enough to give the visitor no other choice but to convert. Also, organizing copy in a bulleted list makes it easier for people to read than blocks of copy.

Other than the five primary elements above, lead capture pages can also have the following components to boost its credibility and increase chances of lead generation.

Customer testimonials: Positive customer reviews help future customers see the value in your service.

Customer badges: Include company logos of businesses who have used your service to show potential customers how many companies you cater to currently and in the past. If some of your clients are notable companies, visitors feel reassured when they sign-up.

Trust seals: Trust seals work best for e-commerce lead capture pages as they ensure the visitors that the payment information they have entered will be kept safe. VeriSign, PayPal, and SSL logos are all examples of trust seals.

Source: https://instapage.com/what-is-a-lead-capture-page-chapter-3

To be successful collecting leads, your capture pages need to have the right balance of “ask” and “reward.” The “ask” are the form fields you use, and the “reward” is the offer you’re promoting.

A lead capture page that asks visitors for irrelevant information to the offer is abandoned because a poorly-optimized lead capture form is one of the leading causes of post-click landing page friction. Ideally, your form should not ask for more than basic contact information on the user’s first interaction with your company.

For example, if you’re offering a more top-of-the-marketing-funnel resource such as a free ebook or webinar; your lead capture form should have no more than three form fields. Anything more and you risk scaring them away on your first interaction. You can create a more detailed form if you’re offering something such as a free trial or a product demonstration. The length of the form also depends on how far down your customers are in your funnel.

How to optimize your lead capture forms

The main featured element of all lead capture pages is the form because it ultimately decides if the page will succeed or fail. However, form length is just one piece of the puzzle. To optimize your forms, you must pay attention to the following elements:

1. Form Position

Your post-click landing page’s length will help you decide where to position the form. If you have a short-form post-click landing page, the form should be placed above the fold. For long-form post-click landing pages, you have the choice of placing your form both above and below the fold.

As a general rule, offers that require more explanation or request payment should first explain the offer’s value — and then ask visitors for their information. If the value is simple to understand, the form can be placed above the fold.

2. Form Length

The number of fields doesn’t just depend on the visitor’s ease of use to complete it. Lead quality is a big factor as well.

Shorter forms typically collect more (but lower quality leads) because visitors don’t have to provide as much personal information — only name and email address, for example. Case in point, Marketing Experiments performed a case study reducing twenty lead fields to four — and saw an 188.46% increase in leads!

A longer form typically collects fewer (but higher quality leads) because visitors are willing to provide more information about themselves — such as email address, business address, geographical location, company revenue, and size.

3. Link to Privacy Policy

Alongside your form, including a “Privacy Policy” or “Terms and Conditions” link can help soothe visitors’ anxiety and encourages them to convert.

4. CTA button

The CTA button you place at the bottom of your lead capture form must fulfill some prerequisites to entice your visitors to submit their information.

To maximize conversions, the CTA button must:

  • >Be a contrasting colour
  • >Be noticeable
  • >Be written with personalized copy

Source: https://instapage.com/what-is-a-lead-capture-page-chapter-1

Lead Capture Pages: Essential Guide and 5 Pro Tips to Get Leads

Lead Capture Pages: Essential Guide and 5 Pro Tips to Get Leads

Lead Capture Pages: Essential Guide and 5 Pro Tips to Get Leads

For many entrepreneurs, lead capture pages become an afterthought. They’re relegated to a bottom-tier priority level. That’s a mistake.

Leads are valuable. They don’t have dollar signs hanging over their heads, but they can turn into customers if you nurture them correctly.

First, though, you have to attract them. Lead capture pages enable you to bring more leads on board so you can market to them more efficiently. Collecting email addresses and other personal information enables you to have more direct contact with each lead.

But how do you design a lead capture page? And what should it contain? That’s what I’m going to cover today. Plus, I’m going to show you how you can use Hello Bar to streamline your lead capture process.

Lead Capture Statistics and Curious Facts

Lead Capture Statistics and Curious Facts

Lead capture is a little different from lead generation.

Lead generation refers to the entire process of optimizing your website for conversions and leads. Lead capture, on the other hand, is the actual moment when someone converts into a lead.

I’ll get into that more later, though.

What I want you to know right now is that fewer than 25 percent of businesses are actually satisfied with their conversion rates. That’s pretty depressing.

Additionally, when asked about their biggest frustrations and challenges in marketing, 63 percent of businesses complained about generating traffic and leads.

If you’re frustrated by your lack of leads, you’re clearly not alone. Lots of businesses struggle here. But instead of wallowing in your morning coffee, let’s do something about it.

Important Questions About Lead Capture Pages

Important Questions About Lead Capture Pages 1

Before we get into the nitty-gritty of lead capture pages, I want to cover some basics so we’re all on the same page. It’s frustrating to read an article about a topic, then get lost in the unfamiliar jargon.

I have some specific questions I want to call out, but first, I want to define the word “page.” It’s evolved over the years as websites have become more nuanced and varied. Interactive elements have broadened the definition of the word “web page,” making it confusing for newcomers.

If you visit Hello Bar’s homepage, you’ll see a standard page.

Important Questions About Lead Capture Pages 2

Let’s say, though, that it’s your first visit to the page. You decide not to fulfill the call to action (CTA) on the homepage, so you go to click your browser’s X button.

At that point, an exit popup will appear:

Important Questions About Lead Capture Pages -Exit Popup

It’s inviting you to re-engage. In some ways, this is a page in itself.

Popups, sliders, and even top bars can qualify as pages when used correctly.

What Is a Lead Capture Page?

A lead capture page is any page or element on your website that asks a user to enter information. In other words, it’s a form field along with a submit button.

For instance, if you’re using Hello Bar to capture leads, you might decide to design a top bar. In it, you’ll include a headline, one or more form fields, and a CTA.

What Is a Lead Capture Page?

“Get free weekly coupons” is the headline, the form field asks for the user’s email address, and “Sign up now!” is the CTA.

Simple, right?

Your form might also ask for the user’s name, phone number, and other information. However, simple forms tend to work best. You want as few fields as possible to reduce friction.

In other words, if a user thinks it’ll take too much time to fill out the form, he’s likely to abandon it entirely.

What Is a Lead Capture Form?

A lead capture form is the actual form you want your users to fill out. Again, it can ask for any information you want (whether required or optional), but you want to require as little info as possible.

The form field could be huge, such as on a standalone page or a page takeover:

What Is a Lead Capture Form? 1

Or it can be much smaller, such as on a slider or a top bar.

Regardless of the size you choose, the lead capture form needs to command attention. For instance, we could spice up the example above with just a few small changes within the Hello Bar software.

What Is a Lead Capture Form? 2

To go from the first form to the second took only three clicks and a few words of type.

How Does a Lead Capture Page System Work?

A lead capture system works just like this:

Lead Capture Page System

It’s a simple four-step process.

You supply the form as well as the headline, CTA, and form fields. When people sign up, they get added to your email list database. Easy, peasy, right?

From there, you can use your email system to segment your list, set up autoresponders, and design drip campaigns. Those are all great things, but they’re beyond the scope of this article.

Benefits of a Great Lead Capture Page

Benefits of a Great Lead Capture Page

To succeed in business, you have to think like a consumer. What thought processes occur when people need to make decisions about their personal information, money, and other assets?

First, there’s a question. Does the consumer want what the business is offering. Does he find it valuable?

Then the wheels start turning. If the consumer’s interested, he starts thinking about the ways in which he could benefit from the offer.

Next, the lightbulb moment — also known as Eureka! The consumer makes a decision and decides to convert.

Finally, there’s action. The consumer signs up for the email list, buys the product — whatever.

A great lead capture page takes the consumer through every step of the process and helps the consumer make the “right” decision. To convert.

Essential Lead Capture Page Guide That Will Increase Any Website Conversion Rate

A great lead capture page epitomizes several qualities:

  • Enticing headline that evokes curiosity, need, urgency, or some other emotion.
  • Attractive offer that makes parting with personal information worth the benefit
  • Call to action that encourages the user to click
  • Design that appeals to the consumer, matches the brand, and sends subtle signals to convert

When all of those qualities come together, you get a lead capture page that converts. However, the specifics vary from one business to the next.

An e-commerce business that sells outdoor gear will have a different audience from one that sells women’s clothing and jewelry. That’s obvious.

But this also means that those audiences will expect different aesthetics, offers, and copywriting. If you don’t anticipate those expectations, you’ll fail to meet them.

With those facts in mind, let’s look at my top tips for crafting lead capture pages that convert.

Use a Powerful and Engaging Headline on Your Lead Capture Pages

Writing great headlines is the first skill to master. It’s what your visitor first sees upon reaching your lead capture page.

A headline like this, for instance, probably won’t win you any new leads:

Use a Powerful and Engaging Headline on Your Lead Capture Pages 1

It’s pretty boring, right? What email newsletter? What does it contain? Why should I care?

This headline doesn’t mention anything of value to the user.

But what if we went with something like this:

Use a Powerful and Engaging Headline on Your Lead Capture Pages 2

Now we’re talking. The user understands that signing up for the email newsletter will entitle him or her to a free coupon code every single week.

That’s incentive.

Try using unfamiliar or unusual words in your headlines to spark even more interest. For instance, I might change up the wording a bit to look like this:

Use a Powerful and Engaging Headline on Your Lead Capture Pages 3

It has a little more personality, which might improve conversions. If I had these two signup forms, I’d A/B test them to see which worked better with my audience.

Optimize Your Lead Capture Form to Increase Conversions

You can’t just focus on the headline. Every element of your lead capture form — including the form fields themselves — need to invite conversions.

For instance, I could try something a little funky for the email address form field:

Optimize Your Lead Capture Form to Increase Conversions

Maybe it will increase conversions and maybe it won’t. But I want to find out!

Use an Eye-Catching and Relevant Image or Video on Your Lead Capture Pages

Imagery can have a huge impact on conversions. An image attracts the eye, engages more of the senses, and can even trigger emotions.

Let’s say that I run an office supply store. I want people to sign up for my email list so I can market everything from file folders to fountain pens.

To incentivize signups (which we’ll cover in a bit), I might offer a free e-book or guide. My lead capture page could look something like this:

Use an Eye-Catching and Relevant Image or Video on Your Lead Capture Pages

I’ve added an image that supports the headline. My target audience needs to get organized, so I chose a stock photo of a worn-out professional.

It helps connect the user with the offer. A consumer who’s overwhelmed by his to-do list might look at that image and think, “Hey, I feel like that 10 hours out of every day.”

Then he’ll sign up to get my free organization guide.

Add Past Customer Reviews and Testimonials to Increase Social Proof

Social proof can also help boost conversions on your lead capture pages.

For instance, over at Neil Patel Digital, we use lots of testimonials to demonstrate our expertise. Quotes from major companies help sell the idea that we really know what we’re talking about.

Which we do.

Add Past Customer Reviews and Testimonials to Increase Social Proof 1

You don’t need a testimonial from Intuit, though, to boost conversions. Ask your current customers to provide their honest reviews of your product or service. Then, put the quotes on your lead capture pages.

If you work with big names or companies, you can also use logos to provide social proof. We do that at Neil Patel Digital, too.

Add Past Customer Reviews and Testimonials to Increase Social Proof 2

See those logos along the bottom of the screenshot? They’re subtle cues to the user who might be on the edge. Thanks to those logos, they might click the “Work With Us” CTA.

Use Trust Badges on Your Lead Capture Page to Make it Look More Trustworthy

Trust badges are logos or signifiers that tell your prospects that you’ve done something to secure security, safety, or quality. For instance, if you run an e-commerce store, you might put a badge denoting that you have an SSL certificate on your lead capture pages.

That way, customers know you encrypt their personal information.

You could also use a trust badge to show that you’re GDPR compliant. This is especially important for lead generation because you want your prospects to know that you’re following the EU’s new rules for data protection and usage.

Hello Bar makes it easy to remain GDPR compliant. After you sign into your account and create a Hello Bar, you can click the button for GDPR compliance.

Use Trust Badges on Your Lead Capture Page to Make it Look More Trustworthy

You can then configure your settings accordingly and let the world know that you’re protecting subscribers’ personally identifiable information.

Work on Your Lead Capture Page Copywriting to Make it Compelling

Solid copy is always an asset. When you write better copy, you’re more persuasive and endearing.

Practice copywriting every day. It doesn’t just have to be your lead generating activities. Write better product descriptions, blog articles, and landing pages. The more you practice, the better you’ll get.

Establish Yourself as an Authority on Your Lead Capture Page

There are several ways to signal authority on your lead capture pages:

  • Show your Twitter followers
  • Show your Facebook followers
  • Show an email subscriber count
  • List your academic credentials
  • Mention the number of customers or clients you have
  • Describe extraordinary results you’ve gotten

Authority signals help potential leads feel more comfortable with you and your business.

Create an Irresistible Offer With an Awesome Lead Magnet

Remember my earlier example about the organization guide? I used an image and a lead magnet to compel visitors to sign up for my email list.

You can do the same by producing your own lead magnet.

A lead magnet is nothing more than an incentive for people to convert. It provides something of value in exchange for your visitor’s email address.

Your lead magnet might be a guide or e-book. It could be a checklist, calculator, spreadsheet template, or toolkit.

You can even use a coupon, discount code, or discounted bundle as your lead magnet. These are particularly effective in the e-commerce market.

When your subscriber submits the form and confirms his or her email address, you send along the lead magnet. It’s that simple. You can A/B test different magnets to see which one is most attractive to your audience.

For instance, one audience might prefer a detailed educational video. Another might like a cheat sheet or swipe file. Try as many as you want so you don’t miss out on collecting leads who might otherwise have converted.

Use a Great Call to Action on Your Lead Capturing Page

The CTA seals the deal. The worst thing you can do is use a bland, boring CTA that everyone has seen before. “Submit” is probably the worst offender.

You want your user to feel satisfaction when clicking that button. This is why leading questions prove so effective on lead capture pages.

With Hello Bar, for instance, you can use leading questions to guide the visitor toward the conversion.

For instance, maybe I sell fitness gear. I have a lead magnet, such as a guide to getting stronger in 30 days or less, but I want to prime my audience.

I could use a leading question like this one:

Use a Great Call to Action on Your Lead Capturing Page 1

The answer is almost always going to be “Yes.” I’ve made it easy.

You can increase the chances of your user clicking “Yes” by adding negative or even absurd wording to the “No” answer:

Use a Great Call to Action on Your Lead Capturing Page 2

Unless you’re an Olympian, you’re probably clicking “Yes.”

Top 5 Pro Tips to Optimize Your Capture Page

Top 5 Pro Tips to Optimize Your Capture Page

I’ve given you a lot of information here, but there are a few more tips I can impart. These are more granular than the advice above, but they’ll help you improve your conversion rates and gain more subscribers from your lead capture pages.

1. Make Your Lead Capture Page Permalink Short

The permalink is the URL you use for your lead capture pages. It might look like this:

Make Your Lead Capture Page Permalink Short 1

A shorter permalink is easier to remember. Plus, it’s not overwhelming. You probably wouldn’t remember a permalink that looks like this:

Make Your Lead Capture Page Permalink Short 2

It’s too long and confusing. And don’t even get me started on messy permalinks like this:

Make Your Lead Capture Page Permalink Short 3

Alphanumeric salad isn’t your friend.

2. Make Your Capture Page Short and Sweet

You don’t want to pack too much information into your lead capture pages. Anything that distracts from the offer and CTA will likely lower your conversion rate.

Earlier, I shared a screenshot from Neil Patel Digital that features logos of brands we’ve worked with. As a reminder, I’ll share it again:

Make Your Capture Page Short and Sweet

Notice that we reduced the opacity of those logos. They’re there, but they don’t overwhelm the senses.

If we included them in color (especially since every logo uses different colors), they’d distract from the CTA. That’s the last thing you want.

3. Use Bullet Points

I can’t stress enough that white space is your friend. White space (also called negative space) is the blank area around each element on a web page.

Large amounts of white space give the viewer room to breathe — visually speaking, that is.

It’s kind of like the difference between a big wall of text and a lot of short paragraphs. The former is more imposing and intimidating because you know you’re going to have to work hard to get through all that text.

There are shortcuts to creating white space even if you want to share a lot of information. Bulleted and numbered lists are my go-to choice.

Take a look at these two examples side by side:

Use Bullet Points on your lead capture pages

Both of these examples include the same information. Which would you rather read?

Even though it’s just psychological, users prefer the example on the right because it’s less intense. The eye has room to breathe between points. Plus, there are fewer words without removing any essential information.

4. Eliminate All Distractions That Might Steal Attention from Your Opt-in Form and Call to Action

If an element on your lead capture page won’t contribute to conversions, remove it.

You don’t need navigation on a lead capture page. The last thing you want is for prospects to click away from your form.

Similarly, you don’t need to recount your brand history or add images just for the sake of it. Keep these pages lean and streamlined.

5. Constantly A/B Test Variables from Your Lead Capture Page to Improve Conversion Rates

I’m a big fan of A/B testing, but not just because Hello Bar makes it so easy. I’m a fan because it allows me to collect actionable data from my existing web traffic.

If I know that 80 percent of my website visitors prefer one form over the other, I can launch that form without any qualms. I know it’ll work because I’ve tested it on my own audience. That’s key.


Lead capture pages are tricky. A single out-of-place element can tank the conversion and leave you without a lead.

There’s an upside, though. Lots of businesses have experimented with lead capture pages and forms, so you have lots of data upon which to rely.

This article includes tons of actionable advice that you can use as a starting point. I’ve defined lots of key terms you need to know and provided advice on headlines, form fields, CTAs, social proof, trust badges, and other elements of a great page.

Then you have my top five pro tips for optimizing your lead capture pages for conversions.

Following the guidelines in this article will help you get off to a solid start. However, your work’s not done yet.

Conducting A/B testing is essential for refining your lead capture pages. If you’re not testing different elements of your pages, you’re missing out on a treasure trove of data.

Even a single altered word can increase your conversion rate. Maybe that only means five new signups every week, but after a year, you’ll have 260 fresh leads you wouldn’t have acquired otherwise.

Makes sense, right?

So set up your lead capture pages using Hello Bar, then start testing.

What’s your favorite word to use on your lead capture pages and increase conversions?

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We provide a service that can build your sales funnel, including the landing pages, sales pages, sales video production, email swipe for aWeber followup campaigns, etc.



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