Capture Page essentials....#50
- Adrian Dionisio - business737 owner
- Jan 6, 2022
- 6 min read
Updated: May 21, 2024
In this guide you'll learn;
What is a capture page
Why a capture page is important
How to create a capture page
How to optimise your capture page
How to increase revenue and profits with a capture page
Why a capture page?
Use a lead capture page to;
Capture information: name, email, phone number, etc.
Build relationships with your leads
Convert leads into customers
If you’re not using capture pages, you’re missing out. A dedicated capture page is the best place to send the leads you generate through your digital marketing campaign.
A Capture page has other names
In digital marketing a capture page is known by many other names including;
lead capture page
static page
squeeze page
destination page
These all refer to a single web page that appears in response to clicking on a search engine optimized search result, marketing promotion, marketing email or an online ad.
This page is used to "capture" the email and other personal details of a potential client. Your business can collect leads for your respective offers and nurture them down your marketing funnel.
Landing page VS Capture page.
Any capture page can be a landing page, but, a landing page cannot always be a capture page.
A landing page might be used to educate users on a specific product or service.
A capture page is used to collect user info. It is generally shorter and smaller, containing little to no images and very minimal text.
Swap info for something specific.
A capture page contains an opt-in-form where visitors can easily fill out their information. The page provides its users something of value (free e book, sign up for webinar, competition, feedback, questionnaire) when they fill out the opt-in form.
A Capture page is the front door to your online business.
An effective capture page will get people into your business. It will
generate leads
increase conversions
drive revenue
accelerate profits
Why directing to a home page is not as effective
A lead capture page provides information on a specific feature, product, item, or event. It makes things easy and simple for potential customers.
It is makes more sense than sending them to your homepage where they can get confused and become overwhelmed. Here they may not have the time or patience to find what they are looking for.
Your homepage is your information hub, the encyclopaedia of your business. All the information someone could want about your business can be found there.
In contrast your lead capture page has one end goal – provide specific information to customers. Here you entice them to provide you with their data. Then you can nurture the relationship between your business and your potential customers.
Capture page rules for higher conversions
Give something of value for free in exchange for their information
Identify the biggest problem of your market.
Balance ask & reward
Use curiosity
Don’t distract them
1. Identify the biggest problem of your market.
What is the biggest pain point in your market? Understand your audience’s problems and find a solution for it.
When you "pull the thorn" out of your customer's side success follows.
2. Balance ask & reward
You are asking for their personal information. What will be their reward to do this?
People like free gifts. It compels them to act. Make sure these gifts (called lead magnets) are valuable to the customer. Valuable rewards can be a report, eBook, blog post, email course, software, plugin or even your time.
This process also builds trust and credibility with customers. After capturing info the next step will be to move the prospect to your conversion funnel.
The end goal is to increase conversion rates, CTA (call to action) rates, boost campaigns and improve your brand.
3. Use curiosity
Use curiosity to get the opt in. Don’t give away the formula in the capture page, don’t give too much away, be intriguing.
Get people to opt in because they want to learn and discover. Make people compelled to opt in and go ahead.
The capture page also needs an attention grabbing headline. Be creative, explain the offer and tease so they feel compelled to convert. Where possible use relevant imagery, eye catching photography, custom graphics and so on.
4. Don’t distract them
The only thing you want the customer to do is to opt in. There should be no escape, no way out. The only link to click should be your CTA.
The capture page has one purpose; to gather info by offering something valuable in exchange. Make it simple and streamlined, not many choices.
Remove your page navigation from the top and the bottom of the page. Remove all possible distractions from your end goal—capturing their data. Keep the page laser-focused.
How to build a capture page
Successful capture pages are made up of 5 sections
the ask
the give
the position
the CTA
the copy
1. The Ask
What information do you want to ask for? Be clear on your goals. The goals will define the information you need to gather from your customer.
2. The give
You know what you want from the customer . What will you offer in return?
You need to motivate your leads. Give them as much as you are asking of them.
Think about what they value. What will make them give you their email address or other info. Offer value like a discount, report, eBook, blog post, email course, software, plugin or even your time. You can also create alternatives like a competition, contest or quiz to capture data.
3. The position
Where should the capture form be positioned on your capture page? This is a key element of success.
As a general rule, your form should always be above the section of a website that is visible without any scrolling or clicking. This is referred to as "above the fold".
A customer is most engaged with your content above the fold. This space should be used for your most important information.
If your offer needs more explanation you can have 2 lead capture forms. One capture form above the fold and other one under the fold after you’ve gone into the details of your ask.
You can also turn to other elements that can help you capture leads. There are many lead capture formats used to get the best results for your e-commerce lead generation campaigns: from overlays to pop-ups, push notifications, float buttons, in-page personalization features, and more.
4. The CTA (call-to-action)
Customers seek out CTAs to lead them on the path of least resistance.
CTAs function as transitions for customers and prompt them to take immediate action.
Create a prominent CTA with an engaging tagline. Common CTAs are;
“click”
“submit”,
“subscribe”
Consider injecting power words, personalization, exclusivity or actionable verbs into your CTA. Blend elements from a couple of categories to create personalised, engaging CTAs like;
“Get my Discount” or
“I Want to be an Insider”.
The importance of a strong (CTA) shouldn’t be underestimated. Your lead capture page is only as powerful as your CTA.
5. The copy
Captivating copy clearly explains everything the customer needs to make an informed decision.
An attention-grabbing headline encourages customers to keep reading. Get right to the point – your headline should let your customers know exactly what it is they are seeing. The title is crucial. Only 8/10 people will read the title. Include your unique value proposition, make it attention grabbing, full of benefits and captivating
Your copy should be clear and concise, from the headline through the body copy. Make sure you clearly outline what your customers will receive when they sign up and use bullet points whenever possible to keep the copy readable. Use good visuals that will be emotionally appealing.
single-field lead generation forms will generate more leads
longer forms are more likely to generate qualified leads
You must make a judgement call with respect to your business. Long forms can be off-putting, but, when a customer is willing to take the time to fill in 5+ fields, the more likely they are to buy.
You can segment traffic based on new and returning visitors. It enables you to serve the most appropriate lead capture format and get the highest conversion rate possible. You could also segment based on demographics or even behavioural factors.
Use some of these capture page ideas for your business
Business 737 is designed with one goal in mind; to make your business
WIN!
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