How to Get 43% of Cold Traffic To Opt-In For A Free Book

Tim: Welcome to ConversionCast, the only podcast that gets to the heart of the metrics. Now here’s another data driven case study.

What’s up fellow marketer? Thanks so much for listening. Today we’re going to discuss some really unique landing page elements that generated a 43% opt-in rate from cold traffic for an EBook. I love these results from cold traffic. But before we discuss it I would really encourage you to download the screenshot of this gorgeous landing page that today’s guest used. It will help you implement these same things in your business and all you need to do is go to ConversionCast.com/StarvingCrowdDownload to get it. Again that’s ConversionCast.com/StarvingCrowdDownload and you’ll be able to download the screenshots from today’s episode.

With that said, I’m really excited to welcome Robert Coorey. Robert is the author of Feed A Starving Crowd, a great book full of free marketing tactics that you can implement in your business. Robert and his team custom designed a wildly unique landing page from scratch to promote his free eBook and I’m so excited about its results from cold traffic. Just so you know, shortly after a recording this episode Robert put his landing page in the LeadPages market place and you can get it right now. Just go to Market.LeadPages. net and grab the template called bestselling book template. Be sure to listen to the episode because Robert breaks down the thought process behind each element of the page and why they work so well.

I’m Tim Page, the conversion educator here at LeadPages, this is ConversionCast and here’s Robert Coorey from Feed A Starving Crowd.

Hey Robert, thanks so much for coming on the show, I’m excited to have you here.

Robert: Hey thanks for having me Tim.

Tim: Yeah this is going to be a lot of fun. I’m excited because I love creative landing pages. I mean I get really excited about and you’ve been able to get some great results. Can you start by sharing what were the results you were able to get from this landing page?

Robert: Look this landing page is the highest converting one I have ever produced for me or for my clients and it converts at 43% from cold traffic , which is phenomenal.

Tim: Yeah that’s great and this was a page that you had coded from scratch?

Robert: Cut it from scratch, fully customed.

Tim: That’s great, awesome. Well I can’t wait to hear about that but before we get into that let’s just kind of just talk a little bit about you. So what is it that you do and kind of how did you get to this stage and why you created this landing page?

Robert: Sure. So Tim I’m an author of the book Feed A Starving Crowd and I’m also a reality TV host. So I’m beginning to build a public personality in the business and marketing space. I’m kind of going mainstream. And this book was really the launch pad to get everything started. And the book really gives fantastic ways for people to do you know, cheap and inexpensive marketing strategies that are working in 2014

Tim: That’s great. And so this landing page was particularly to promote this book. Is that right?

Robert: That’s right. This is for people to download the book for no charge or also to order the physical book at no charge but just pay $9 shipping.

Tim: Awesome. Okay. So they can either opt in to download the book or they can order the physical book and pay $9 shipping.

Robert: That’s right.

Tim: Awesome. So why don’t you paint a picture for us? Because you know I know we’re talking about a very visual medium here but we are in the podcast and for the folks that are you know, in their car listening or they’re working out at the gym or whatever it is, can you kind of describe this page and what it is that makes it so special?

Robert: Sure Tim. So essentially we’ve got a nice big image of the book in the top left hand side. And the book’s cover design was professionally done and looks amazing. So that’s a good start. Then we’ve got in a nice soft bar on the top your complimentary eBook download so people know that it’s for free. Then we’ve got the headline and the subhead line of the book underneath that and then just slightly underneath that , , which is still above the [[0:03:58]] [Indiscernible]  we’ve got a beautiful testimonial from Brian Tracy.

Now you know, a lot of people have told me that they have bought the book just because Brian Tracy recommended it.

Tim: [Laughs]

Robert: So that adds a conversion element as well and it wasn’t easy to get that testimonial but I’m glad that we did. Once we go a little bit further down we’ve got the trailer. Now this is not your average video sale with PowerPoint texts. I’ve paid a professional video guy good money and I’ve paid actors and we kind of did this as a Hollywood style trailer. People love the trailer.

Now the thing is I have tested the trailer on there and not having the trailer on there and it doesn’t make a difference for conversion. But I love it. So that’s a —

Tim: [Laughs]

Robert: – [[0:04:44]] [Indiscernible]  there’s well. [Laughs] Then underneath that we’ve got five reasons to read the book and this is in a slider format. So because there’s so much content on this landing page, it’s almost like a –  you know, it’s almost like a website in itself. So I’ve got things broken down into compartments and into modules where people can use this slide if they want to get more information on a different thing.

[0:05:09]

Now these five reasons to read the book they’re actually the five biggest pain points that I identified in my research when I was writing this book. So when I wrote this book, before I finished writing it, I did my research in amazon, I found the 5 biggest problems people had with marketing books. This was based on negative 3-star reviews on amazon. So people were saying things like you know, all the marketing books out there were saying just set up a social media page and engage and join the conversation and things like that. I didn’t know how to sell on social. So as an example this book shows you exactly how to sell on social and there’s 5 other things like that as well that I cover.

So that’s they’re right up front and so people were saying that their  pain points that they’re having with other marketing books and business books are clearly addressed when they get this book. Then underneath that I’ve got eight different testimonials and people that are featured in the book. So a lot of my testimonials also came from people that I interviewed for the book. So we’ve got guys like Brian Tracy you know, Vishan from Mind Valley, John Kramer, he’s very big in the book publishing industry. I’ve got a guy that set up a website. They’ve got $7M opt-ins so that was pretty cool.

Tim: Wow.

Robert: To interview him. I’ve got another guy in a book who get paid $10,000 for one-hour speech. You know he does it all day every day. So there are some really cool people that I interviewed in there. I got there faces and their stories on this landing page as well.

Then underneath that I wrote what you’ll learn in this book. If you think back to the old long copy sales letters this is kind of my bullets. I’ve got over a hundred bullets in here of different things that people will learn when they read the book. I didn’t just list them all out all the way down in a boring format. What I did with this was I had a bit written on like a notepad and it looks like almost like handwriting, which is really nice. So it’s a different kind of look and feel.

And then following that I’ve got a sneak preview of the book. So I’ve got the table of contents, the introduction and what I did was I picked the best few paragraphs from chapters 1, 2, 3, and 4 the excerpts and I’ve got them there as well. This is in a slider format too so the pages doesn’t get too long. They’re in tab at the top here as well.

So then when I get to the bottom when I’ve got the fighting table this is quite strategic because I’ve got the eBook as being $29.95, I crossed it out and the saying free because I didn’t start selling it for $3 when I first launched the book.

And then I’ve got paperback and EBook also free but just pay $9 shipping worldwide. I found that this has been a fantastic way of getting a lot of people to take the physical book. Because Tim as you know with an EBook a lot of people download it to their kindle or to their computer and never look at them ever again. But a physical book will sit on their shelf and it’s got much more lasting value. And then finally we’ve got bundle , which is the best value and so that’s a limited edition hard cover copy , which is personally signed by me out there. So you got a copy of the eBook and access to recording of my most recent live event.

Now to be truthful not a whole of people take up the bundle option. Yeah, I’ve only got a handful of people that have taken that but because it’s such a high price point compared to the element 2, 3 options it makes them look like a great deal. Because you’re getting a lot of the stuff you would have gotten anyway for $99 for free.

And then down on the bottom I just got a short bio of myself. I’ve got a nice photo. We made it black and white and we put a little what is that? Like a little sticker of my photo just to give it the whole page has got a bit of personality in it. And you know, it shows about 41,000 fans on Facebook so there’s social proof and just a bit about me. Down the bottom we’ve got our company name, our street address, our telephone number that you can call and our website.

So overall the whole page is being custom designed from scratch you know, of very, very high quality design and another thing to mention is on the top right hand side in the corner I’ve got Feed a Starving Crowd, click to download all the way through as you scroll down. So that call of action is all the way there. And we’ve looked at the heat map and a lot of people are clicking that as they scroll down.

Tim: Yeah that’s so interesting  and you know I will – there are some things that are worth pointing out. One is the page looks great. I mean it’s really well designed. It’s really – it’s – the whole page kind of feels personal , which I would assume kind of attributes to it or contributes to it. But one thing is that you kind of it’s almost like you took a giant bag of awesome marketing tricks and just threw them on the page in a nice way. I don’t mean in a disorganized way but you were kind of like here are all the things that I can think to like gets you to opt in to get this book or to purchase the book.

[0:10:06]

Was the thought process I want to use all the weapons in my arsenal or did it just kind of come together that way?

Robert: No it was definitely the former. So I wanted to throw everything at this and I wanted to feel like it’s such good value to get for free pretty much or just $9 shipping if they want to get the physical book. I wasn’t even able to go through and just say wow this is what’s on the page at the preview. I can’t wait to get into the book and to start reading it because it’s not just about downloading the book we need people to actually you know, read the book and implement the things in the book so that they become a raving fan and then join our community after that. Because at no point people downloading a million books if it doesn’t turn into business right? We’re already businesses here.

Tim: Yeah that makes perfect sense. And so I think the and this is again this is so interesting because a lot of folks are they hear these ideas right like do a big long form landing page with all the copy you can possibly do or you know you have to have video on your sales letter and all this kind of stuff. You know these are great ideas but if you’re not testing them this could work and it might work. You know, we’ve found that some of the best landing pages for something like a free report have been as simple as possible. But you’re giving away an entire book. I mean your whole book you’re giving away. So you know, to still keep a lot of value on the table for this whole book that you’re giving away you’ve got a page with all of these great elements with this high quality video. So it’s really interesting to kind of hear that putting all these things together has gotten you such great results. And I guess I’m just curious is there anything that you’re going to kind of be taking from this and moving forward into your marketing as you kind of create new elements and new landing pages?

Robert: Yeah definitely. So this is now our official look and feel and style guide for anything that we do in the future and we’ve got online courses coming up. We’ve got a mastermind group that we’re setting up and we’ve got this great high-priced offerings coming through. You know, keeping this branding consistent and keeping the value high and very personable as you said is extremely important to me. , Which I think a lot of people don’t pay attention to because yeah if your clients keep coming back to you and keep buying they have an expectation that you provide a certain level of brand. So now I can’t go from this now to it and an unbranded small squeeze page because they’ve got expectation that everything I put out is going to be of this quality or better going forward.

Tim: Yeah that makes perfect sense. Well this has been awesome. I really appreciate you sharing this with us. This is a really unique landing page and you know we will have of course some screen shots at this a link to this landing page over at ConversionCast.com. So make sure you head over there and check out the images of this landing page right there on our homepage at ConversionCast.com. So thanks again so much for sharing this. I really appreciate you coming on the show.

Robert: Thanks Tim.

Tim: Thanks for listening to this episode of ConversionCast. If you liked what you heard here today, we have something awesome that we want to send you. Our amazing team has created a free reference guide for you with every single split test and piece of conversion data that we have access to here at ConversionCast. This free booklet is packed with incredible case studies and real metrics from real people to show you what’s really working across multiple industries right now. This is the kind of information you won’t find anywhere else. As one of our listeners, we want to give you a copy of this book absolutely free. You can get your copy right now by going to ConversionCastGift.com. Again that’s ConversionCastGift.com. Go there now and pick up your copy and we’ll see you next time.