Landing pages for pay per view (PPV) or cost per view (CPV) advertising do not have the strict requirements of web sales pages for pay per click. The need is first and foremost to attract attention then to hold it and possibly capture a business lead. There is no quality score or undeserved slap from the publisher to worry about with this form of advertising.
When designing the landing page you should focus on your 'most wanted response,' such as a click through to an offer or the capture of a web visitor's name and email address. The term 'conversion' refers to successfully achieving your most wanted response. Therefore, the most important aspect of pay per view marketing is your conversion rate, defined as the number of people who perform a specific action on your web page.
The following are some powerful landing page strategies used by professional PPV and CPV marketers to increase their web page conversion rates:
1. Marketing Lead Generation
Most successful pay per view marketers have a way to capture the user's contact information on their web pages. Strong lead capture forms give the user several good reasons to share their contact information such as offering them a free information report, a free product trial, or a free piece of software.
If you are interested in marketing cost per action affiliate programs on The Internet, you might want to try pay per lead affiliate programs, which are easier to find success with, because a web visitor simply needs to enter their zip code or email address in order for you to get paid. There is no credit card required.
2. Advanced, Interactive Lead Generation
Many successful pay per view marketers cleverly design their lead capture forms as a customer quiz, a poll, or even as a mini survey.
You might design a quiz that scores the user's eating habits and tells them their Food IQ if you are actively marketing in the health food or weight loss niche. At the very end of the brief survey, you could tell the potential customer that you will send their Food IQ score to their e-mail address, and that would effectively subscribe them to your segmented mailing list. That would be a clever strategy.
3. Highly Creative Landing Page Designs
Some pay per view marketers have found success by designing their web lead generation pages to look like giant coupons. Others get good results by making their web page appear like a professional journalist's news story. Some copy the look and feel of popular video sharing sites or even the design of major search engines. Some others design their landing pages like a giant warning message, to effectively grab reader attention by using a stop sign or the word 'WARNING' in prominently large font, red letters.
The psychological concept and 'trigger mechanism' behind your specific page design can vastly increase your conversion rate. It is worth spending some time planning and thinking about what kind of landing page will cause people to stop in their tracks and absorb your copy instead of skipping your advertisement out of habit.
4. Grabbing A Reader's Full Attention
If your newly designed landing page fails to seize the potential customer's attention, he or she will not absorb the brilliant sales copy you slaved away at and worked so hard on. So here are three main ways you can grab a web visitor's attention:
i) The use of a colorful and curiosity-evoking image
ii) The use of an intense, high impact video
iii) A very strong, benefit-promising headline
The very best converting PPV landing pages are simple, focused and quickly convey a clear sales message. People generally refuse to read large condensed blocks of text to find out what you are selling them, unless of course you successfully capture their attention, interest and emotional desires first.
5. Provide Promise in a Great Headline
Perhaps the best headline this writer has ever seen was Clayton Makepeace's 'End Heart Worries.'
A strong pay per view headline is very short and attention-grabbing and it promises the reader that continuing to read further will help them to solve a problem that is bothering them, or to achieve a goal such as a higher level of income.
In fast moving, Internet based advertising, you do need to capture the reader's attention extremely quickly, like in two to three seconds and give them a sound, benefit-based reason why they should continue to absorb your marketing message. It must be real and not based upon deception. There are thousands of competitors in your niche just waiting to take your place and to present their competing offer.
6. The Use Of White Space
Contrast is effective, so do be sure to leave some empty, white space around your headline and your image for emphasis. A bright, red headline that contrasts with the rest of the page often works best by boosting your conversion rate.
7. Selecting An Effective Image
Choose an image that will fascinate the visitor enough to read the landing page's headline and body copy. Display a highly desirable object or end-state they want in their life or even show a picture of somebody prominent who has already achieved the very goal they want to achieve for themselves.
8. Split Test Different Versions Of Landing Pages
Frequently test two versions of your web sales pages against each other for response and conversion rates. Then continue by testing the best-converting web page against a totally new page. Continuous testing is a key part of any type of direct response advertising. You cannot work out a probable response rate in your head using psychological magic and witch doctor methods. Only testing will prove to you exactly what works.
9. Notes On Some Further Variables For Testing
Some variables you should test for response include different landing page fonts and formats, different headlines, classes of images, varying color schemes and calls to action.
A high converting PPV or CPV landing-page will create a lot of leads and sales for your business. However, the constant process of testing a new website page against a previous best or 'control' landing page will bring increasing profit and real wealth to your online enterprise.
Geoff Dodd is a New Zealander with a background in marketing psychology, now living in Perth, Western Australia. He has had extensive Internet experience since 1996 and is a webmaster operating 46 web sites. To find out more about creating your own Internet success, you can visit Geoff at his business site where he will give you support and a bunch of useful webmaster tools, as a thank you for your visit: home business ideas for profitable web marketing. Here is an example of a good landing page that converts well: local business mobile marketing. Take note of the attention-grabbing features.