So, you’ve written a ebook. Now, you’ll most likely need to get individuals to learn it—which is simpler stated than performed, particularly after we’re in the midst of a worldwide pandemic. At a time when many brick-and-mortar bookstores are shuttered and there’s no person to discover the aisles, serving to potential readers uncover your books could be difficult.
If that is your predicament, we have now three phrases for you: ebook touchdown web page.
Sensible use of touchdown pages (together with digital advert campaigns) will help publishers and authors discover new audiences on-line. With the nationwide change in book-buying behaviors during COVID-19 and the ensuing spike in on-line ebook gross sales, it’s no shock that the digital sphere is taking the highlight. As time goes on, changing clients over the web will solely change into extra vital.
And touchdown pages are a key ingredient in that recipe for fulfillment.
Why Do Authors Want a Ebook Touchdown Web page?
You may have already got a cross-platform advertising technique on your ebook, masking channels like a website, social media, and e mail advertising. That’s nice for publicity, however how do you persuade all of these of us to truly change into readers? To assist your ebook transfer precise copies, you want a devoted web page with that singular purpose in thoughts.
That’s precisely the concept behind a ebook landing page: a base on your ebook that’s hyper-focused on conversion. Unburdened by navigation bars and different distractions, touchdown pages steer individuals on to your name to motion.
Chances are high greater {that a} browser will decide up your ebook if it’s the solely ebook on a single desk within the room, somewhat than one in every of many CTAs on show. Then your touchdown web page will do the remainder of the work, convincing passersby that purchasing your ebook is of their finest curiosity. Simply take this touchdown web page of David Lawrence and John Lawrence’s Smarter Marketer, for instance:
Touchdown pages are helpful for all authors, regardless of your finish goal:
- You probably have an e book as a lead magnet, your ebook touchdown web page will drive guests to a signup kind that captures e mail addresses.
- If you happen to’re promoting your ebook, your ebook touchdown web page will make individuals need to click on the large “Purchase” button.
Whether or not you’re trying to make extra gross sales off of your ebook or seize publication subscribers, a touchdown web page will step as much as the plate for you and your book marketing plan. Now right here’s the right way to create one for your self.
Editor’s word. Seeking to promote an e book for lead technology? Emily Bauer just lately explored genius ebook landing page examples created in Unbounce that’ll enable you to get extra readers to obtain. Have a look if you’d like extra inspiration!
The right way to Construct a Ebook Touchdown Web page
Earlier than we focus on book-specific suggestions, it’s price it to remind your self of basic landing page best practices:
- Heart your worth proposition “above the fold” to shortly and concisely convey the advantage of your product.
- Current a transparent name to motion, in order that guests to your web page know precisely what they need to do.
- Hold your web page conversion-focused by slicing out litter and navigation.
- Embrace social proof and testimonials.
- A/B take a look at, A/B take a look at, and A/B take a look at.
Chances are you’ll already be accustomed to A/B testing by operating a mailing listing (you are operating an creator mailing listing, aren’t you?), but it surely will also be used on touchdown pages. Whenever you run exams by a service like Unbounce that routinely splits your traffic and tracks your data for you, you’ll be capable of refine your touchdown pages till you have got one which works finest for your particular viewers—no guessing wanted.
Backside line: just be sure you first stick these fundamentals to stay your touchdown (web page).
And with that in thoughts, let’s flip to options which can be particular to constructing ebook touchdown pages. Keep in mind that show desk your ebook is positioned on? Think about a web site customer strolling over to it. Think about what else will determine into that customer’s shopping for determination. A ebook is all about what’s inside. Sure, readers might decide up a ebook due to its look—however you’ll flip informal browsers into precise consumers by the standard of your ebook’s content material.
That’s the place a finely-executed ebook touchdown web page can actually shine: it will possibly present your ebook in motion, letting guests “decide up” your ebook and “flip by” it to hook them. Listed below are some concepts to encourage you.
1. Catch the attention with a putting ebook cowl
Even in the midst of a pandemic, one factor is for certain: individuals will nonetheless decide a ebook by its cowl.
That’s why a putting, professionally-designed ebook cowl is likely one of the finest favors that you are able to do on your ebook (and your self). A terrific ebook cowl is the way you’ll seize an off-the-cuff browser’s consideration lengthy sufficient to linger by your show desk within the first place.
However right here’s why it’s doubly vital to get your ebook cowl proper: your touchdown web page ought to be constructed round your ebook cowl. A powerful cowl will decide the central theme of the web page, and help lay the foundations by way of the high-contrast colours, types, and basic temper. You may also re-use photographs out of your ebook cowl within the design of your touchdown web page.
Don’t overlook to take the testimonials in your ebook cowl and use them as social proof in your touchdown web page. Spoiler alert: readers aren’t going to squint at a ebook cowl simply to learn another person placing in a superb phrase on your ebook. As a substitute, pull these quotes and combine them into your touchdown web page design.
2. “Flip it over” for an irresistible ebook description
What’s the subsequent factor {that a} curious reader will have a look at once they decide up a ebook? Chances are high they’re going to learn the within flap to seek out out the ebook’s premise.
Likewise, individuals who cease in your touchdown web page will need to know what your ebook is definitely about—which is the place your ebook description goes to come back into play. On any Amazon product web page, the ebook description is a significant conversion issue. It’s an analogous case for touchdown pages.
This ebook description is not an alternative to (or a carbon-copy of) your unique value proposition. Each ought to compellingly describe the advantages of your ebook, the way you remedy your buyer’s wants, and what distinguishes you from the competitors. The ebook description, nevertheless, ought to go “beneath the fold.” And when you don’t need a wall of textual content that may scare off clients—or, worse, bore them—the copy for ebook descriptions tends to be longer than the UVP.
Listed below are some extra pointers to remember as you good your ebook description:
- Hold it to 300 phrases or much less.
- Use bullet factors that shortly convey digestible data for readers, particularly for nonfiction books.
- Craft each sentence of your ebook description along with your final purpose (bear in mind: conversion) in thoughts.
3. Provide a “Look Inside”
If you happen to’ve ever purchased a ebook on Amazon earlier than, you’re most likely accustomed to Amazon’s Look Inside function: a easy click on that means that you can learn a pattern chapter, skim your desk of contents, or browse the index. It is a good option to let clients take a look at a ebook for themselves, which is able to probably carry them additional down the funnel. And it’s one thing that you could replicate in your touchdown web page.
For a novel, you may need to supply a sneak peek on the first web page or the primary chapter of your ebook beneath the fold.
For a nonfiction ebook, you may need to showcase your desk of contents or a chapter-by-chapter abstract that exhibits readers precisely how you’ll remedy their drawback.
This leads to an incredible tactic that basically exhibits your product in motion—which is, as you realize, additionally a finest follow in relation to touchdown pages.
Letting readers see precisely what they’ll be getting will elevate their confidence of their buy, encouraging them to observe your targeted name to motion with out worrying if the worth is “price it.”
4. Host a (digital) studying
As we talked about earlier, ebook advertising has changed during this age of social distancing. A number of the first institutions to shut have been bookshops and libraries—successful to authors who depend on nationwide ebook excursions and public readings as a option to promote their just-published books.
So what can authors do to adapt?
They’ll convey themselves to the plenty on-line. Although not everybody can go to their native bookstores proper now, individuals can entry their laptops (or smartphones) with one click on. As a substitute of a scheduled in-person studying, you might be able to present a recording in your touchdown web page to seize their curiosity. Readers recognize the possibility to attach with authors—what higher approach to take action than to listen to a pattern of the work in your personal voice?
The advantages are twofold: that is, after all, one other option to present your product in motion. However that is additionally a intelligent, prescient option to begin constructing a relationship with guests. Individuals are more and more uninterested in faceless and soulless companies. They’ll need to know their hard-won cash or e mail handle goes to anyone actual—somebody they will relate to on a human degree.
5. …and follow-up with a Q&A
However you’ll be able to even go one step additional than that. Including video to touchdown pages is a confirmed tactic that boosts both engagement and conversion rates. Keep in mind, a superb video on a touchdown web page can increase conversions by 80%.
Authors are in a novel place to make the most of this. For a ebook touchdown web page, you have got quite a few video concepts at your disposal:
- A ebook trailer
- A videotaped Q&A or webinar the place you reply often requested questions from followers
- A pattern of an interview that you simply did with a media outlet
Simply bear in mind to maintain it brief. In spite of everything, your touchdown web page isn’t a YouTube channel. You don’t need to distract anybody from the target of your touchdown web page: your name to motion.
Get Began Shortly (With a Little Assist)
Advertising your ebook can really feel daunting, but it surely’s okay to depend on others when issues get overwhelming. Whether or not you’re utilizing Unbounce’s templates to make constructing your ebook touchdown pages simpler or consulting with a ebook marketer to see what you would be doing higher to advertise your ebook, there’s no motive to go it fully alone.
