売れるLPに欠かせない9つの要素 | WEB集客のシンプル戦略

ザ・レスポンスtheresponse

15 Nov 202228:21

Summary

TLDRThis video script discusses the essential elements for creating a successful landing page, drawing insights from Donald Miller's 'Building a StoryBrand'. It emphasizes the importance of a clear first view that answers three key questions: what is offered, how it improves customers' lives, and how to purchase it. The script also covers elements like addressing customer pain points, proposing value, guiding the customer as a trusted expert, outlining a clear plan, explaining product benefits, and considering multiple pricing options. It suggests experimenting with different page layouts to find the most effective flow and highlights the importance of a compelling narrative to boost landing page response rates.

Takeaways

📝 The script discusses the essential 9 elements needed for a successful landing page, which are crucial for attracting and converting web traffic.
🎯 The first element, 'First View', is critical as it's often the first impression that determines whether a visitor stays or leaves within the first 10 seconds.
🤔 The 'First View' must clearly answer three key questions: What offer is being presented, how will it improve the customer's life, and what action should the customer take to purchase.
👤 The second element emphasizes the importance of addressing the customer's troubles and problems, which the product or service aims to solve.
💰 The third element is about the value proposition, detailing the benefits and positive changes that customers will experience by purchasing the product or service.
🧭 The fourth element, 'Guide', positions the seller as a trusted expert or guide who helps customers achieve success, emphasizing both expertise and empathy.
📈 The fifth element suggests simplifying the process into three clear steps to reassure customers about what will happen after they engage with the offer.
🗣️ The sixth element involves addressing potential objections or counterarguments that customers might have, providing clear and convincing responses.
🎥 The seventh element recommends using video content to effectively communicate and demonstrate the product's value, though it's not mandatory.
💵 The eighth element advises offering multiple price options, even for a single product, to increase the likelihood of a purchase by giving customers a choice.
🔚 The final element is about placing non-essential links and information, such as company overview and privacy policy, at the footer of the landing page to keep the top focused on conversion.

Q & A

What are the essential elements that make a landing page effective according to the transcript?
-The transcript discusses 9 essential elements for an effective landing page, including a clear first view, addressing customer problems, value proposition, guide (expert positioning), plan, explanation, video, pricing options, and footer with company information and policies.
What is the 'First View' and why is it important for a landing page?
-The 'First View' is the initial screen that visitors see when they land on a page. It is crucial because it's often within the first 10 seconds of viewing this part that visitors decide whether the page is relevant to them.
How can a landing page convey its offer clearly within the first view?
-The landing page should make its offer immediately apparent within the first view, ensuring that visitors can quickly understand what is being offered and how it can benefit them.
What role does addressing the customer's problems play in a landing page's success?
-Addressing the customer's problems helps to establish empathy and show that the product or service understands and can solve the issues the customer is facing, which is key to gaining trust and interest.
Why is it important to include a value proposition on a landing page?
-A value proposition is important because it communicates the benefits and improvements that the customer's life will experience by using the product or service offered on the landing page.
What is the 'guide' element in the context of a landing page and how does it contribute to its effectiveness?
-The 'guide' element refers to positioning oneself as a trusted expert or guide who helps customers achieve success. This builds credibility and trust, making customers more likely to engage with the offer.

Outlines

00:00

📚 Essential Elements of a Landing Page

The speaker, Shizuru from Daru Publishing, introduces the concept of the nine essential elements needed to create an effective landing page. Drawing from Donald Miller's 'Building a StoryBrand,' the talk emphasizes the importance of a compelling narrative that attracts customers. Shizuru shares insights from Miller's workshops, where he analyzed thousands of websites and landing pages to identify common elements in successful ones. The summary highlights the need for clarity in the first 10 seconds of a visitor's experience, ensuring the offer, its benefits, and the call to action are immediately apparent.

05:02

🎯 Crafting the First View for Maximum Impact

The second paragraph delves into the critical nature of the 'first view' on a landing page, which is the initial screen visitors see. It is stressed that this first impression must clearly answer three key questions: what is being offered, how it will improve the customer's life, and what steps to take to purchase.

Mindmap

Keywords

💡Landing Page

A landing page is a standalone web page, designed with a single focused objective or call to action, often used for advertising or marketing campaigns. In the video's context, it is crucial for web lead generation and is the page a visitor lands on after clicking an online advertisement. The script emphasizes the importance of creating an effective landing page to increase conversion rates.

💡First View

The first view, or 'ファーストビュー' in Japanese, refers to the initial impression a visitor gets when they first see the landing page. The script mentions that it is critical to make this impression clear and compelling within the first 10 seconds to decide whether the visitor will stay or leave. It is directly linked to the video's theme of creating an effective landing page.

💡Customer Problems

Identifying and addressing customer problems is a key concept in the script. It is about understanding the pain points or challenges that potential customers face, which the product or service on the landing page aims to solve. The video suggests incorporating these issues into the landing page to resonate with the audience and demonstrate the product's value.

💡Value Proposition

A value proposition is a statement that communicates the unique value a product or service provides to customers. In the script, it is advised to clearly state how the customer's life will change by purchasing the product, emphasizing all the benefits they will receive. This concept is integral to convincing visitors to take the desired action on the landing page.

💡Guiding Hand

The term 'guiding hand' or '導き手' in Japanese, refers to positioning oneself as a guide or expert who helps customers achieve success. The script discusses the importance of not just showcasing achievements but also building trust by sharing relatable stories and experiences that make customers want to learn from the seller.

💡Plan

The script mentions the importance of a clear plan, which outlines the process a customer will go through after interacting with the landing page. By providing a simple, three-step process, customers can feel assured and more likely to proceed with the offer, contributing to the video's theme of enhancing landing page effectiveness.

💡Explanation

The explanation block is used to address and overcome potential objections or questions that customers might have about the product or service. The script suggests identifying common reasons why customers might hesitate to purchase and then incorporating messages that counter these objections, thus facilitating a smoother conversion process.

💡Video

In the context of the video script, a video serves as a powerful tool to demonstrate the product or service in action, making it easier for customers to understand its benefits. While not a mandatory element, the script suggests that including a video can enhance the landing page by providing a clear and engaging explanation that may be more effective than text alone.

💡Pricing Options

Offering multiple pricing options is recommended in the script to cater to different customer needs and budgets. Even if there is only one product, creating different versions or bundles can provide a range of choices, which can increase the likelihood of a purchase. This concept is used in the script to illustrate how providing options can improve the landing page's appeal.

💡Footer

The footer of a landing page is mentioned in the script as the place for less critical information such as company overview, privacy policy, and other links. The script advises against cluttering the main content with these links, instead suggesting they be organized in the footer to keep the focus on the primary call to action.

💡Story Brand Framework

The Story Brand Framework is a storytelling method developed by Donald Miller to help businesses create compelling narratives that attract customers. In the script, it is mentioned as the foundation for the author's approach to crafting effective landing pages, emphasizing the importance of a structured and clear story in marketing.

Highlights

The importance of creating a compelling landing page for successful web lead generation.

Introduction of the '9 Essential Elements for a Landing Page' concept from Donald Miller's book.

Donald Miller's background as a successful novelist and his transition to a business strategist.