Your Download Page Revisited: How To Unlock Its Full Value

Sep 26, 2018 | Email Marketing

Yesterday we spent a lot of time on the lead magnet. I’m sure you have some great plans for the future, and maybe even started to tweak your existing offer or to create something new and awesome from scratch. Today it’s time to tackle another important piece of the puzzle… the download page or thank you page.

This is the page your subscribers land on after they confirm their opt-in. It’s also typically the page where they pick up their lead magnet offer. This means it is prime real estate on your site.

download page role in email optin process

Why is the download page such a valuable page?

Two reasons:

  1. The first is that just about every single subscriber visits that page. They want their opt-in freebie, right? So they will click through to the download page to pick it up. In short, this will likely be one of your most visited pages.
  2. The second reason is just as important and it’s about the quality of website visitor. These are “red-hot” leads. They are very interested in what you have to say and they trusted you enough to hand over their email address.

With all that said, it’s time to audit your download page and see if there’s room for improvement. At the very least, you want the following on your download or thank you page:

Thank Your Subscribers – Not only is it a nice thing to do, it also lets them know that their subscription was successful. This is also one of the first impressions you make, so make it a good one.

Access To The Lead Magnet – Next, it’s time to keep your promise and deliver the lead magnet. This could be a PDF download, an imbedded video, or the information they need to access a course. Make it easy to get the lead magnet, and provide help on how to access it. Not only does this avoid frustrated subscribers, it also saves you on quite a few support emails.

A Way To Get In Touch With You – No matter how much information you provide or how thorough you are with the help you provide on the pages, people will have questions. Make it easy to get in touch with you by providing your email and links to your social media accounts. Getting emails from subscribers is actually a good thing. It allows you to continue to build that relationship one-on-one.

Optional – But Highly Recommended!

With the basics covered, let’s talk about my favorite addition to the thank you or download page. It’s to make an offer right there for a paid product. Ideally this will be your own product, but in a pinch, you can also make an offer for an affiliate product.

The idea is to move your readers from subscriber to paying customer as quickly as possible. A customer is a much more valuable lead than a freebie subscriber.

Right after they sign up, you have their full attention and you know exactly what they want and need. Create a product that’s closely related to the lead magnet they just signed up for. (Or, depending on where your business is at and where the holes in your sales process are, maybe you need to create a freebie you can offer to build your prospect list for your product.)

Keep this information product highly targeted and inexpensive. You don’t want to offer a high ticket item here. This is the very beginning of your product funnel. Offer something anywhere from $7 – $37 here, depending on your target market. Make it a no-brainer offer and get them on that customer list.

If you're having trouble coming up with ideas, some Idea Generation is in order. Once you have your idea, try Product Planning the Easy Way.

The list you’re building will be more valuable and as an added bonus, you can use the income you’re generating from your download page to buy advertising to continue to grow your list even faster!

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