We’re walking through a step-by-step tutorial on how to write, publish and market an eBook campaign to generate leads. We’re currently in Phase #2: Writing your eBook. Today we are on Step #10: Examples of bad, good and great conversion points.
A bad example of a conversion point
This is the ending to an eBook we found online with very little information. The page is not very captivating nor does it encourage or engage the reader to take further action upon completion of the book.
How we would fix this page:
- Include a more engaging text to “Learn More”. Action CTAs work great and something such as “Manage your Leads Now!” would have probably been more effective.
- Use bolded text or subheaders to emphasize the different forms of contact (i.e: Call: 1-877-000-0000, Email: email@here)
- Add images or a company logo. Company branding works.
- Incorporate more color to make the page more scannable and aesthetically pleasing.
A better example of a conversion point
Notice how this page does do a better job than our first example with including color and employing bolding. The nice large headers direct the users quickly and accurately as well.
However, there are still no visuals and you cannot get a general feel for the company or what they do by their conclusion. Leaving a vague ending does not leave a strong business impression on your visitors so do what you can to leave your mark.
How we would fix this page:
- Add visuals! Did we mention how much we love visuals? So will your readers.
- Use a header to distinctly divide the text. The first half of the text is discussing what you should have learned; the second half is about getting in contact with the company. There should be a clear break between these topics on the page.
- Instead of just saying “Share or connect with us online”, make it easy by linking your Facebook, Twitter, and other social media networks on the page itself.
A great example of a conversion point
Now on to our last example. This is a good example of what you should include at the end of your eBook.
What we love about this conclusion:
- There is a photo. Not only do we know the name of who wrote this book, we now even know what he looks like!
- The company branding is there. The reader now knows that John Jantsch is from Duct Tape Marketing.
- The information flows clearly in a hierarchy; first we learn about the author, his company, and what they can do for the reader.
- There is a link to the books that John has already written. Access it with a single click!
- There is an offer for a free consulting session. The audience knows that it’s worth $250 and should not be passed up!
- If I do hire Duct Tape Marketing, I understand what I will get directly (see last paragraph)
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