We’ve all been advised to not choose a ebook by its cowl—however what about its touchdown web page?
Once we click on a hyperlink or advert for any sort of downloadable content material, it’s the landing page that helps us determine what to do subsequent. Ideally, the selection is obvious: Fill out the shape and get the products!
However what if it’s not so clear? What if poor messaging and complicated design get in the best way? Perhaps you click on away or go learn another e-book as a substitute.
Now, let’s flip to the entrepreneurs’ perspective. Let’s think about that you simply’ve simply printed a shiny new e-book. You’ve poured numerous hours and sources into this factor. All that analysis, planning, writing, designing, and revising has lastly paid off. You arrange a focused marketing campaign to convey individuals to your e-book obtain web page, and visitors is trickling in.
Clearly, this can be a large second. Not solely will this e-book assist set up your experience, nevertheless it’ll additionally herald income and develop your mailing checklist (hellooo, self-vetted prospects). However earlier than you’ll be able to wow your readers, you should get them to click on “obtain.”
The laborious fact is that getting individuals to obtain your e-book may be tough, even when it’s free.
When you ship guests to a generic net web page or fail to speak the worth of downloading, then all your efforts is likely to be wasted. However the excellent news is that by bettering your touchdown web page, you’ll be able to encourage extra downloads—and, finally, generate extra leads.
Beneath, we’ll dig into some examples of ebook landing pages performed proper, however first, let’s take a look at some basic finest practices to remember.
(In a rush? Don’t go with out letting us ship you off with some candy, candy ebook landing page templates.)
E-book touchdown web page finest practices for getting people to obtain
In the case of touchdown pages for ebooks, what separates one of the best of ‘em from the remainder of ‘em? Our favourite e-book touchdown pages are designed round one aim: Get extra downloads. (However they’ve a few other things in frequent, too.)
Wish to enhance conversion charges? Decrease your cost-per-acquisition? Begin by following these best practices:
Use a single, clear call-to-action
What’s on the coronary heart of all top-converting e-book touchdown pages? A laser-focused call-to-action that serves one clear function.
Don’t water down your name to motion with secondary hyperlinks or conflicting messaging. Together with multiple name to motion splits the customer’s consideration and eats into your conversion price. In reality, it could scale back conversions by up to 266%.
When you do embrace multiple CTA (most likely as a result of your web page entails a good quantity of scrolling), then all roads ought to result in obtain.
Hook guests with a robust headline
Your guests want to stay round to transform—and it’s as much as you to offer them a motive. You solely have about 8 seconds to make a robust impression, so your headline is your finest likelihood to hook readers.
A handy guide a rough headline is nice, nevertheless it additionally must be clear about what the subject is. As quickly as somebody visits your touchdown web page, they need to be capable to inform that your e-book is related to them.
Use eye-catching photographs
Visually, your touchdown web page ought to match your marketing campaign, so guests know they’re in the suitable place. The very first thing they see is your hero shot—so make it rely.
Fortunately, choosing the best images for your landing page doesn’t need to be an added price. For example, you’ll be able to entry the Unsplash library of free photographs with out ever leaving the touchdown web page builder. (Different sources for royalty-free inventory photographs may be discovered with a fast Google search.)
Use photographs in your touchdown web page to attract readers in and supply context. An image of the bodily ebook or (if it’s digital solely) the e-book displayed on a tool helps guests see precisely what they’re getting. A ‘obtain’ may be considerably intangible, so seeing it in use on a tool might help add worth.
Preview the advantages, not simply the content material
Optimize by displaying off the advantages (i.e., what readers will study out of your ebook or the way it will enhance their lives) relatively than simply telling guests what the ebook is about (though, chapter overviews could be a helpful technique to preview the content material if the ebook is substantial).
Put merely: most of your readers wish to know why earlier than they care about what. That is a kind of “apparent” guidelines that some entrepreneurs nonetheless neglect about.
Construct credibility with social proof
If ever there’s a time and place to be humble, your e-book touchdown web page just isn’t it. Persons are extra more likely to obtain your e-book in the event that they see that others have already performed so (and gotten actual worth from it).
Opinions from different readers and testimonials from consultants are highly effective. Plus, 88% of customers belief on-line opinions as a lot as suggestions from a good friend. The one caveat right here is that any social proof must be legit. Your readers will scent B.S. a mile off.
Maintain lead gen kinds quick and easy
Gated content material shouldn’t be laborious to entry (or they’d name it…captive content material?). Make it as simple for readers to obtain your e-book by maintaining lead gen forms quick and candy. Solely ask for as a lot data as you want. Asking readers to leap by means of fewer hoops means extra downloads.
8 e-book touchdown web page examples that convert
However wait, ought to all ebooks have touchdown pages? You wager! Paid, free, lengthy, quick—all ebooks are stunning and deserve their very own touchdown web page. This is applicable whether or not the e-book itself is the product (like an EPUB file you purchase to learn in your Kindle) or gated content material (like a PDF you obtain in trade to your e-mail) that’s half of a bigger advertising technique.
Let’s take a look at some examples inbuilt Unbounce.
1. Out of doors Images Information
Who’s behind it?
This e-book obtain web page was created by TN Marketing for Outdoor Photography Guide (OPG)—a group and useful resource for nature and wildlife photographers. Their wide selection of video programs is designed to show, problem, and encourage shutterbugs of all ability ranges.
Why we love this e-book touchdown web page
What’s the very first thing you discover above this web page? For us, it’s the hanging hero picture. Not solely is it a cool visible, nevertheless it additionally tells us fairly a bit concerning the obtain earlier than we’ve scrolled or learn something.
First off, the daring coloration and distinction recommend this “important” e-book is bursting with fascinating visuals that may encourage photographers to really unleash their creativity.
Second, the silhouetted digicam tells OPG’s splendid viewers (images buffs) that this content material is geared particularly towards them.
Third, by showcasing the e-book on a pill, guests instantly perceive that they’ll be capable to entry it on their system of selection.
All issues stated, this touchdown web page packs a punch. It invitations guests to visualise themselves each with the e-book in hand and within the footwear of the photographer on the duvet. And that’s all occurring above the fold.
As soon as guests begin to scroll, it’s simple to see precisely what the e-book provides. If the web page seems image-heavy to you, keep in mind that’s the purpose: it appeals to photographers and gives a peek on the promised visuals. It’s additionally clear that this can be a free obtain, which is a useful distinction on condition that a lot of their video content material is paid.
A fast notice about social sharing: OPG is a community-based group, so it is smart that they included social buttons on the touchdown web page for this e-book. It’s a easy design selection that encourages readers to unfold the phrase with fellow images buffs.
That stated, it’d be fascinating to check how transferring social buttons to the confirmation page impacts downloads and visitors. Wouldn’t guests be extra more likely to share an e-book after they’ve learn it?
2. Photobiz
Who’s behind it?
This touchdown web page comes from one other photographer-friendly platform. Photobiz is an easy-to-use web site builder for skilled and aspiring photographers who wish to develop their enterprise. Photobiz helps photographers showcase their portfolios, win over purchasers, and ebook extra jobs.
Why we selected this touchdown web page instance
As with the OPG instance above, the one area obtain kind retains issues gentle and welcoming. It’s additionally loaded with related data—with out feeling crowded. That is partially because of the easy-to-skim format and good coloration blocking.
Readers immediately know what the provide is (23 templates), and the worth is clearly highlighted with particular use instances (cowl photographs, FB posts, Insta posts). They even specify the format (PSD information—that are far more helpful than plain outdated JPEGs), so readers know precisely what they’re getting.
By going above and past to outline their obtain as a set of templates, Photobiz builds belief and manages expectations.
Except for what we are able to study from the touchdown web page itself, this instance is an effective reminder that you simply don’t have to field your self in by sticking to the everyday e-book format. As an alternative, deal with creating content material that’s significant to your clients in no matter kind would possibly make sense—whether or not that’s a lookbook, course, interactive information, define, template, or one thing utterly totally different.
3. Taboola
Who’s behind it?
One other unbelievable e-book touchdown web page, this one comes from the beautiful individuals at Taboola, a discovery platform for entrepreneurs and publishers. Taboola matches merchandise, companies, and messages to audiences and delivers related inventive to the suitable individuals on the proper time.
Why that is an efficient touchdown web page
The landing page copy speaks on to entrepreneurs, utilizing repetition to actually drive residence the advantages of getting this e-book—particularly, the way it’ll assist them pull off a discovery marketing campaign. Assaf Spiegel, Sr. Digital Advertising Supervisor at Taboola, says the touchdown web page performs a key function within the firm’s lead gen efforts.
“The purpose was to offer potential advertisers with data on create good campaigns,” he explains. “Curiosity within the content material featured on this web page clearly qualifies leads as related prospects for promoting with Taboola.” This web page additionally will get factors for its great design (it simply seems to be good). Shade is used to cleanly break the web page into three skim-friendly sections, every with its personal orange CTA button that pops in opposition to the background.
Spiegel credit Taboola’s proficient designers for the visible attraction and provides that a lot of what we see on the web page is strategic. Extra particularly, he says his workforce wished to make sure that:
“First, the shape seems above the fold in each desktop and cellular; second, a transparent CTA seems a number of occasions on the web page; and, third, a secondary CTA seems on the footer—in case a consumer is able to create an account instantly.”
It’s additionally value noting that the factors underneath “Enhance visitors like a professional” set expectations by explaining what every of the 5 steps covers. Whether or not it’s fast bullet factors or a listing of chapter titles, offering the sort of high-level overview is a fast technique to inform guests what’s within the ebook and what they’ll acquire from it.
4. Impraise
Who’s behind it?
This e-book touchdown web page was created by Impraise, a efficiency administration platform for enterprise house owners and workforce leads who wish to encourage and join with their individuals. Impraise helps groups develop collectively by making it simpler to have these essential (however generally powerful) talks about efficiency, objectives, {and professional} development.
What you’ll be able to study from the obtain web page instance
At first look, there’s not a complete lot happening with this touchdown web page. There aren’t any flashy photographs or daring claims. In reality, other than an image of the e-book cowl (and an identical pop of coloration on the prime of the web page), there’s just one aspect that stands out: the orange obtain button.
As for format, the web page deliberately offers equal house to the e-book data and the obtain kind. This balanced design permits guests to scan for related data with out getting pulled away from the obtain kind.
In different phrases: This web page is straightforward however practical. It tells readers what the e-book will train them (which solutions why they need to obtain it) and provides them a transparent step ahead (i.e., fill out the shape and get the obtain). Whether or not or not the same method could be efficient in your case relies upon fully on who your viewers is and what they’re on the lookout for.
It really works properly for this marketing campaign as a result of the target audience isn’t all that fascinated about Impraise or their product (at the very least, not but). Managers and enterprise house owners who click on on an advert for this e-book wish to study concerning the “proper suggestions mindset for managers,” however they aren’t able to pay for an answer. By downloading this e-book, readers willingly determine themselves as problem-aware leads.
As you’ll be able to see above, there’s not a lot hiding under the fold, both. However scrolling does reveal a little bit of context and a hyperlink to the web site, which helps stop visitors from bouncing. If somebody is additional alongside within the funnel, there’s the next likelihood they gained’t need this e-book—however they may click on by means of to study extra about Impraise’s software program.
5. Smarter Marketer
Who’s behind it?
This web page was created by an company referred to as Rocket to advertise Smarter Marketer by David Lawrence and James Lawrence. On this case, the provide is a real-live ebook, out there as each a hardcover product and a Kindle obtain.
Right here’s why it really works
In comparison with the opposite touchdown pages we’re taking a look at at this time, this instance is by far the longest. Typically much less is extra, however on this case, extra is good. The whole web page is loaded with tons of social proof, creator credentials, and sneak peeks into the content material.
One of many causes this works so properly is that Smarter Marketer isn’t a free obtain—it’s an precise ebook, with a ton of worth for readers. (Although this doesn’t imply the ebook isn’t additionally a wise technique to promote Rocket.) So, relatively than maintaining issues quick and candy, this web page makes an effort to reply any questions a reader may need.
In a means, the touchdown web page replaces what would possibly in any other case have been a generic Apple or Shopify product web page. Nevertheless, as a result of it’s a devoted touchdown web page on the coronary heart of a paid marketing campaign, it permits Rocket house and adaptability to make a bolder argument for why entrepreneurs should purchase the ebook.
It checks each field on the checklist of finest practices we talked about earlier. This instance is as a lot a sales page as it’s a touchdown web page.
6. Optimonk
Who’s behind it?
This instance by Optimonk brings us again to conventional e-book territory. A versatile device for on-line retailers, Optimonk makes use of perfectly-timed messages to assist on-line shops drive gross sales and scale back cart abandonment.
How this e-book touchdown web page will get it proper
Regardless of its clear design, this web page has fairly a bit happening. Proper off the bat, guests are pulled in by a daring header, a first-person CTA (written from the reader’s perspective), and an invite to “see what’s inside.” Anybody who’s able to obtain instantly can click on “I would like my information without spending a dime” to entry the shape on the backside of the web page.
Subsequent, Optimonk builds our confidence by providing social proof and acknowledging the credibility of testimonials vs. self-promotion (“Don’t take our phrase for it”).
Additional down the web page, the advantages of downloading the information are spelled out much more clearly. Not solely does the graphic under remind on-line sellers that this content material is, in truth, made particularly for them, nevertheless it additionally reveals that Optimonk understands the distinctive challenges going through on-line retailers.
That is most likely our favourite a part of this touchdown web page. Discover how every lesson within the e-book is offered as an answer that corresponds with a selected stage of the client’s journey? This resonates with on-line retailers as a result of they will truly visualize the place the content material will are available in helpful—and highlights worth by suggesting that the obtain accommodates relatable examples and use instances.
Apparently, that is the one instance that doesn’t truly say the title of the e-book. As an alternative, it focuses 100% on the advantages.
7. Remodel
Who’s behind it?
This vibrant e-book touchdown web page instance comes from Transform, a health firm and app that provides personalised packages (together with macro-based meal plans and one-on-one teaching) to assist individuals stay their finest (and healthiest) lives.
What we love about this web page
To start with, can we take a second to acknowledge how on-brand this web page feels? (It simply seems to be wholesome, doesn’t it?) We love every part from the colours and imagery of contemporary produce to the clear traces and easy-to-read, grocery-inspired guidelines.
Not solely is the hero shot brilliant and colourful, nevertheless it additionally reveals the e-book on a pill for context. The point of interest is the intense crimson CTA button, which merely reads “Get the e-book.” That’s it—easy, clear, easy-to-follow directions.
By telling guests what’s contained in the obtain, this touchdown web page hits on key issues related to the audience and presents clear options (i.e., utilizing a food regimen to handle weight reduction, construct muscle, and develop wholesome habits).
Additional down the web page, we’re greeted with a smiling photograph of the authors. Placing a face (or two) to the e-book makes the content material really feel extra approachable—which may be particularly highly effective for life-style and well being manufacturers. It permits guests to see that there are actual people behind Remodel’s considerably aspirational packages.
8. Unbounce
Who’s behind it?
Oh, hey—it’s us! We created this web page for our e-book How to Optimize Your SaaS Landing Pages (opens in a brand new tab). Really, we created two variations of this web page.
Our thought course of in creating this web page
We all know in addition to anybody that in terms of ebooks, you should present one thing actually beneficial to get individuals over the hump of filling out your kind. That’s why we recruited bona fide CRO skilled, Talia Wolf, to develop probably the most highly effective, useful SaaS touchdown pages information we might—and promoted her on one variant of our touchdown web page.
Our favourite factor about this touchdown web page is that it modifications relying on who’s lookin’ at it.
So, in the event you click here you would possibly see the model above, that includes Talia. Otherwise you would possibly see the model under. (And why not seize the information, when you’re at it?)
By combining the ideas of optimization with the magic of machine studying, Smart Traffic routinely matches each customer to the touchdown web page most probably to transform them. The good half is that after turning on Good Visitors for this web page, each variants noticed a lift in conversions.
Methods to create an e-book touchdown web page of your personal
Now that you simply’ve acquired tons of contemporary landing page examples in your thoughts, let’s discuss how one can convey your imaginative and prescient to life.
It may be tough (and time-consuming) to construct an eye catching touchdown web page from scratch. With a touchdown web page builder like Unbounce, you’ll be able to launch high-converting e-book touchdown pages in a single afternoon—no dev required.
Sound good? Right here’s how one can construct your very personal e-book touchdown web page with out consuming into these treasured dev sources. (When you’re not a buyer, you can begin a free trial to see simply how simple it’s—and perhaps even get your marketing campaign up and working.)
Step 1: Select a template
Begin with an ebook download page template and make it your personal. Alter colours, fonts, and replica to match your marketing campaign. Add photographs, drag, drop, and swap out parts, or customise your kind.
Step 2: Customise your settings
- Get responsive: Need individuals to obtain your e-book on cellular? No downside. Preview to verify your touchdown web page seems to be nice on each system.
- search engine marketing settings: Select whether or not or not you need search engines like google to have the ability to see and rank your touchdown web page. In that case, optimize with a keyword-powered title and meta tags.
- Set a conversion aim: Complete downloads? Clickthrough price? You determine measure your success.
Step 3: Go stay
Set your URL, preview, publish, and produce it to life. Simply add monitoring, customized scripts, and arrange integrations to move leads straight into your CRM.
Step 4: Optimize for much more downloads
- Scale with ease: Duplicate your touchdown web page with a single click on and regulate to swimsuit every marketing campaign.
- Discover your finest components: Create totally different variations and break up take a look at (that is the place Good Visitors is available in useful) to maximise conversions—whether or not your aim is click-throughs or lead gen.
Get extra downloads with these e-book touchdown web page templates
Now it’s your flip! Whether or not your aim is to spice up conversions (gross sales or clicks) or construct your e-mail checklist, we’ve acquired a template for you.
Able to convey your e-book touchdown web page to life? Begin right here with certainly one of our superior ebook landing page templates. Steal one as your start line and customise it to your coronary heart’s content material.
