In this product review Leadpages: In just over a month we got nearly 1,600 clicks and a conversion rate of 4% by spending less than $45 using Leadpages.
This is a quick review of my experience using Leadpages (www.leadpages.net) which is a landing page builder designed to help capture email addresses of potential clients and customers.
This kind of product is aimed at businesses that want to increase leads, add leads to their sales funnel and grow their email database.
Since I just went through the process for the first time, I thought some feedback might help other marketers that were starting to investigate this type of product.
The product and this review will benefit those that are either (a) responsible for finding qualified leads and want a new technique and / or (b) already have qualified visitors to their website but need a way to capture the user’s email.
Ironically, right before publishing this post I found this other review on Leadpages by Bryan Collins, a writer from Ireland. It shows that Leadpages applies to lots of industries including authors.
Review Leadpages: Top product features
- Templates – hundreds of ready made landing pages and pop up boxes available to tweak and use
- Instruction – good videos and knowledge base on how to build out features
- Automation – takes care of validating the email address and sending the lead magnet
- Third party integration – can send contact information directly to you or will work with several email marketing campaigns
- Analytics (or other code) – You have the option to add tracking code to each landing page along with SEO information
- Preview in mobile, tablet and responsive – get a quick peak at how your page will look before publishing
- Analytics (internal) – they have some issues with their own internal metrics
- Direction – there is a lot of back research you need to do if you aren’t already familiar with this concept
A quick background on using lead magnets and landing pages
Ultimately, the goal of Leadpages is to help you find qualified potential customers and get their email address so you can add them to your sales funnel. Or at a minimum, take people that are visiting your website and engage them to the point they want to sign up with an email.
Once that email and customer are considered qualified, the sales process takes over. Keep in mind, in this review, Leadpages is helping you get the emails. The actual sales process and execution of that process is up to you.
“Qualified” is the key term here. It is the link to making sure your sales process is efficient and not wasting time and money.
That’s where a lead magnet comes in.
A lead magnet is something of value that you give away to someone for free in exchange for their email address.
We used this process with the goal of building a relationship with high school boys basketball players in the northwest (our target market). From there we wanted to show them the value of attending one of our fall showcase camps (the sales process). Our camps are aimed at more talented players that are serious about playing at the college level.
The youth market is a tough one to close through email, as most kids that are 14-18 years old don’t regularly use email. But the decision makers and ultimate buyers are usually parents that do have email.
Based on this target, we built a lead magnet that was an off season tip sheet on how to improve your college recruiting before the high school season started.
Landing page or pop up box
The landing page is where you want customers to land so that you can present the lead magnet and gather their information. This could be a page built on your site or even a pop up window that does the same thing.
Landing pages or pop up boxes need to be designed in a way that are most likely to get an email from someone once they are there.
We used both landing pages and pop up boxes to collect emails.
Here’s how Leadpages does it
Leadpages really assumes that you already understand this process and have a pretty good idea of what you want to do with it. Being a newbie, it took me some digging around their website (and other websites) to figure out exactly how the process works. They offer a free webinar that helps explain but something is missing – I wasn’t fully comfortable with the process after listening. There seems to be a good opportunity here at the beginning of Leadpages’ own sales funnel.
However, once I figured out how we could use it and came up with my lead magnet, the support from that point on is pretty good.
In a nut shell, here is the process once you are signed up:
- Pick your subdomain where you will host your various landing pages (which they call a Leadpage)
- Integrate your email client such as Mail Chimp or Drip
- Set up a Leadpage and / or Leadbox from a template or create your own from the drag and drop option
- Add your Leadpage and / or your Leadbox to your website or use the URL you created with the page and subdomain
- Begin your promotion process
Leadpages offers a very wide variety of free templates that you can use. You can also purchase templates or build your own. Their advantage here is that, according to their website, they have tracked and measured the conversion rates of the different templates and allow you to sort based on conversion rate if you so choose.
We used the highest performing free template and modified it to our needs.
Leadpages offers a lot of videos that will guide you through the process, especially after you signed up for membership. I also had some specific questions and used their support ticket process. They typically got back to me in less than a day with the information I needed which was awesome.
Results of one campaign
We ran our Leadpages campaign from September 9, 2016 through October 14, 2016. While we didn’t add Google Analytics tracking code to the Leadbox (it may not have been available at that time or we just missed it) we did add the code to the Leadpage.
The analytics provided by Leadpages are one area that we are uncertain about. While their numbers and Google’s numbers don’t match up, which is pretty common based on tracking similar campaigns on Facebook and Twitter, their own internal numbers also appear to be off. They acknowledged this in an email as something they are working on. So the results here are not exact, though pretty close. (update: as of December 30, 2016 Leadpages has acknowledged that this is still a problem on their end)
- There were 1,569 total clicks to either a Leadpage or Leadbox.
- There were 64 unique emails collected from these clicks (4% conversion rate).
- From these 64 emails, somewhere between 2-5 of them then converted to signing up for a showcase.
Were these the expected results?
Honestly, I didn’t know what to expect. Compared to campaigns I’ve run in the past, these are good results. We paid about $43 (prorated for the second month) to try out Leadpages. When you compare to Facebook, the $0.025 per click and $0.67 per email were very competitive.
If we tried something like this again, we would definitely need to rework the look and feel of the Leadpage and Leadbox. Leadpages offers A/B split testing through their “Pro” subscription (we used the “Standard” subscription) but you could do split testing on your own with some simple changes and tracking.
As for the Showcase signups…that conversion rate is totally based on us. Leadpages did their job in delivering the lead magnet. On our end, while the content was good, we need to clean up how it looks and improve the overall presentation.
First, gathering email lists is a must regardless of your business or the method that you use. While email has been hit hard the last few years with spam and other noise, it is still the most efficient and effective way to engage with the most people.
Second, Leadpages seems to be a very good tool and something worth at least experimenting with. The price point is totally reasonable and it is easy to use and kind of fun too.
I will more than likely be using this tool again for future campaigns.