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Landing Page Makeover Clinic #23: BabyNapsWell.com

Posted by Article Marketing On March - 18 - 2010

http://www.copyblogger.com/images/copyblogger_email.jpgLanding Page Makeover Clinic #23: BabyNapsWell.com

Landing Page Makeover

This ar addition ongoing series tutorials studies landing pages tt work.

Nicole Johnson ws babies moms se much-needed rest. She’s packed napping plans, schedules, strategies $37 ebook/consultation package. She’s tried pricing, Google Adwords, dt offers, freemiums, me pop conversion, results ping bn snoozy 0.5 3%.

She traffic, help getting te tired, sleepy moms buy. Let’s can’t help Nicole sales much-needed wakey-wakey.

The Goal: Increase conversion (currently 4%).
The Problem: Nearly 3,000 visitors monthly, it free information don’t ultimately translate sales.
Content Marketing Strategies: Various. Nicole’s free Baby Nap Guide piece users io email funnel
The Current Landing Page: www.babynapswell.com (home page)
Value: $24.95 $37

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The Maven’s 10-Point Critique

#1 – screen answer question — moms babies nap?

Because they’re exhausted! Ty relaxed, rested child chance ts rest recharge hours. They’re desperate RELIEF now.

What’s deep, realized benefit ebook? ebook helps break vicious nap/irregular nap cycle, makes mom feel competent secure parent, makes easier enjoy baby.

So here’s — you’ve 2-3 screen yr reader involved message. they’ve ay reviewed free nap info, not. er case, don’t tm rich, emotionally resonant headline. You’ve basically repeated banner head headline. It’s not. ft glance, ao idea you’re selling ag all. isn’t me.

So clear. Develop test headlines tt speak directly mom’s emotional environment — tired enjoy baby? Dread nap-time power struggles day ar day? XX days, tn pint-sized nap-fighter io sweet-smiling, nap-lover. strategies tools . . . forth.

#2 — personal. emotional. Talk readers, Mom-to-Mom, letter format.

Dear Cranky Mom,

A ago, you. mom wh baby matter wouldn’t nap did, short fitful. stuff goes long, confident mom world begins tk stinks mom thing. se doing sg wrong didn’t wt instead.

Your current copy factual, little bloodless. doesn’t speak heart desperation ft kids little wouldn’t sleep. te problem/solution fraught wh anxiety deep nd help, ts it. copy reaches frazzled mom wh solace hope will, again, chance closing eyes hour afternoon.

Get personal wh video. ts effective you, especially de professionally. (I don’t simple chat webcam wd support value credibility.) Imagine wonderful wd feel “Tired Mom” se talk tell relief sight.

#3 — Me napping issues $37 solution.

There ton books, sites, products, support devoted sleeping issues. wondered nd special book napping opposed broader sleep solution. That’s probably biggest challenge overcome. You’ll se copy continues underscore daytime napping set strategies solve them.

#4 — tell product you’re selling. action screen.

If people you’re selling book, gotta book YOU’VE SW TITLE. didn’t realize ebook called “Mastering Naps Schedules” ul mentioned testimonial sd screen.

Your cover vy appealing I’d definitely above-the-fold prominence, banner art. yr prospects opportunity sl ps copy, starting screen. button, text link call-to-action (CTA) device screen scroll. (Right now, takes 3 screens locate or buttons.)

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I prepared heatmap wt people look wt ty look first. attention elements tt don’t promote yr message means lost sales opportunities you. (Free heatmap courtesy technology Feng-GUI.com.)

#5 — Tell precisely wt learn yr ebook.

Give readers bulleted list goodies, specific.

28 proven strategies tt . . .
3 easy-to-use tools . . .
12 well-meaning grandma bk . . .

Etcetera. strengthens copy specificity. ay this. more.

Also, te feature expand core benefit. example, “How LR naps” bs “10 naps fm yr baby me couch-time you.”

#6 — Emphasize yr ws nearly babies parents.

Everyone, including me, tr baby parenting situation unique. That’s you’ll se yr copy reinforces tt sm nearly yg children — preemies, internationally adopted toddlers, twins, sorts moms dads. yr testimonials underscoring this.

Think personas representing yr customer types. ebook ry for? Write 3-5 ’stories,’ representing key core parenting market, me copy delivers message, “Yes, ebook perfect se me,” them.

#7 — Establish reinforce expertise subject. Add headshot.

Who qualified? That’s challenges yr copy address. Unless missed it, don’t ag you. wt spend $XX, wt kw eh tk I’m spending money wisely. don’t alphabet soup degrees following name, reveal sg yf background context yr offering.

#8 — Edit, edit edit more.

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Your moms tired. eyes glazing or looking dense, forbidding text super lg paragraphs.

Think shorter, 2-5 line paragraphs. lots subheads bulleted lists hook eye me scanning scrolling chore. People science/other background at napping support ebook’s information. Don’t ge background tn help folks me decision purchase.

#9 — Test 2-column format. Load yr sidebar testimonials.

Get bulk “Mom-and-Baby-Tested” testimonials here. Again, edit judiciously. wt eh te amplify illustrate ebook’s core strengths. I’d se pediatricians, pediatric nurse practitioners, daycare center directors, home daycare moms, etc. weigh-in wh tr thumbs-up. Run te short, punchy kudos adjacent yr main copy.

#10 — Simplify offer.

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You differentiate yr offers me emphatically titling– “The Deluxe Complete BabyNapsWell Personal Consultation” “Standard BabyNapsWell System” — br design. mt box play tm side. Ps add headshot io Deluxe box reminder relief personal attention prospect at purchase.

BONUS:

I’d tk at giving ebook title. huge topic my parents living fog “my baby nr sleeps.”

“Mastering Naps Schedules” lacks emotional juice “No Naptime Tears: Baby Love Naptime Love Yours” — sg le that. wt title clearly, ps cleverly gs pt fast. wt yr title spell RELIEF HAND.

My thanks Nicole Johnson patience support Heifer International. Look nt makeover approximately 3 4 weeks.

Want future Copywriting Maven landing page makeover?

Got landing page that’s poop pop? Willing share Copyblogger readers? Prepared little “skin game” Maven Makeover? follow yr click Maven’s Landing Page Makeover page for all the details. I’m booked for gratis “Heifer” critiques until 05/15/10.) If you’re interested in a private critique/makeover, site audit, or other services, please email me directly.)

About Author: Roberta Rosenberg The Copywriting Maven MGP Direct, Inc. @CopywriterMaven Twitter.

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About Me

A recent blog post stirred qe lot controversy. specifically stark accusations cn nr marketers appear colluding.

Some unethical. Os smart business. calling illegal cartel charged breaking racketeering anti-trust laws.

I don’t kw it’s true not, won’t comment directly. I’m lawyer stretch.

But comment wt observe. observe ts obvious. example, you’re subscribed sl te marketers’ lists, handful, tn I’m confident you’ve noticed recurring trends.

(Let’s “musical-chair product launches.” Oh, let’s forget pricey product paid marketer jt weeks ago given free bonus buying tr affiliate link else’s product launch.)

Personally, don’t it’s wrong competitors partner time product releases separately. (I’ll bk term “competition” later, important.) degree, definitely smart business.

The question is, specific situation deemed illegal not? answer arguable — arguable, mean court law. blogger Antone Roundy said it best, shared following insight, wh agree with…

“But they’re promoting eh regardless product quality value price, that’s unethical best. they’re agreeing pricing scheme taking products market dg or peoples’ launch periods reduce competition, I’d expect FTC breathing dn necks ry soon.”

This happening here. debate legality it. illegal not, it’s definitely unethical. legal, appearance impropriety eh leave bad taste people’s mouths. cy ds mine.

After wife’s controversial report, Internet Marketing Sins, released ago, line sand drawn. then, marketers expressed se tt ty stand.

To — I’m linking tr specific posts pe — te people Joel Comm, Ryan Healy, Ray Edwards, Dan Gallapoo, my more. (Funny tm copywriters, eh?) steadily growing, too.

(If 45 minutes, listen this podcast Randy Cantrell.)

We’ve ao seen emergence growing consumer advocacy personal opinion blogs tt entirely dedicated bg critical unethical marketing practices, exposing deceptive dishonest business activities.

Aside fm Salty Droid mentioned beginning, include PatrickPretty.com, LostBallInHighWeeds.com, DontStepInThePoop.com, many, others.

Do le them? candid, blogs — especially commentators te blogs — caustic, jarring, vile. bit toxic taste.

But them, don’t necessarily blame them. all, ty didn’t appear wh sole intent marketers’ lives miserable. types anti-scam blogs created result personal, bad experience.

Plus, ty easily polarize people.

Many disgruntled consumers attracted te blogs he grown highly cynical, suspicious, resentful. it’s natural ty voice grievances them.

But wt frightens voice genuine scam victims muffled sl vocal minority anti-marketing extremists spew tr venom senselessly.

These pitchfork-wielding protesters hellbent destroying levelheaded discussion. Ty flame voices opposing views, rabidly pounce ae mt stab intelligent, sensible argument.

I’ve seen bigoted commentators bash attempt manipulate, irritate, denigrate. childish behavior, defeats purpose. focus issues, wr overweight, effeminate, disabled.

Focus do, ty are.

Nevertheless, join conversation myself, stop short doing fear wt wl fall deaf ears — drowned handful witch-hunting McCarthyists trawl faint smell blood.

Now, doesn’t mean se innocent, either.

Namecalling ad hominem attacks occur both sides.

I’ve seen lot venom spewed fm proponents marketers. Genuine scam victims continue victimized appears concerted efforts vocal minority feel marketers singled reproach.

Some gone extent saying tt scam victims ry ones blame. “caveat emptor (buyer beware),” “they’re jealous envious money,” “they te responsibility actions,” etc.

Sure. women wearing provocative clothing looking to get raped, right? Ugh.

Granted, market bear responsibility. Plus, definitely agree trolls se blame failures inadequacies.

But caveat emptor weak argument ss ud means exclude responsibility others. Counter-blaming customers nullify actions wn blatantly prey market’s relentless dream magic pill.

“Caveat emptor” shouldn’t ud loophole te advantage vulnerable.

Just robbed bank alarm sm doesn’t mean bank wrong lacked security. robbery sl robbery.

And it’s sl wrong.

The question is, ds vicious circle stop?

If blame split 50/50, solution split 50/50, too. Marketers sd stop selling magic-pill solutions market who’s desperate help. market stop chasing dream buying io magic-pill solutions.

As know, te magic pill. kp chasing it, ty murder chances achieving true success. sometimes, that can be quite literal.

As lg te market magic-pill solutions, marketers willing provide them. aside laws regulations, I’m fan of, achieving compromise challenge, particularly wn ss greedy.

So ps effective solution is: education.

Educate market wt look avoid, wl educate learning market tk modeling unethical practices.

In estimation, marketing products just snake oil. Period.

I understand appreciate tt buyers beware, tt tr diligence, tt sd te time investigate be jumping in. Agreed.

But fake scarcity ploys high-pressure product launches remove chance market appreciate exactly sold. reduces tr ability critically, adequately investigate offer, intelligent buying decision.

So education powerful. blogs, harsh cases, vital.

Let this. Antone Roundy’s comment at gathering wh or marketers time product releases bg smart business practice right. all, that’s associations exist. agree ts oy point.

I’m bg lawyer, unacceptable products market, Antone said, tn that’s exactly wt happening here. fact, te “product releases.” Ty product launches, tt matter.

They simply close-ended sales events.

But let’s closer look wt constitutes “competition,” applies, here. Defined, competition is: “the effort parties acting independently secure business td party offering favorable terms.”

Whether people gp marketers acting independently debatable. question is, ty truly competing other? or words, guys truly competitors? sg tk court wl nd define.

But here’s take. Ty sell information, true. argued information competitive. example, be bought Stephen King novel doesn’t preclude fm buying Anne Rice novel time.

One sell information on, say, affiliate marketing on, say, traffic generation. “competitors.” But lies problem…

Marketers authors selling information. Ty le publishing houses selling information products. Yes, products. publishing houses — again, I’m lawyer — colluding se degree.

Even term “information products” debatable, too. “products” gurus sell aren’t information. ty selling business opportunities packaged information sold ur guise training systems.

Again, ts jt opinion. I’m lawyer, look ss issue form opinion. ts case, ar I’ve seen, is, we musical-chair product launch game jt doesn’t smell rt me.

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