Instant Download: The Most Profitable Landing Page In Internet History (IMHO)

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Hello everyone, my name is Clay Collins, and in this episode of the Marketing Show, I’m going to be giving to you, handing over to you what I believe is the highest grossing and most profitable opt-in page or squeeze page in the history, the history of the internet. That’s what you have to look forward to in this episode of the Marketing Show.

So in this episode of the Marketing Show, I’m going to 1) Give you a landing page template that is inspired by what Groupon has done, and is highly influenced by them; 2) I’m going to be showing you why it works and how it works; and 3) I’m going to be showing you how other people and how we have productively used this kind of landing page. That’s what you have to look forward to in the next few minutes.

So this is what I believe to be the highest grossing and most profitable opt-in page or squeeze page on the internet, and what’s interesting about this is that they’re asking for information that they already have. If you go to the top here, you can see it says Minneapolis St. Paul. I’m in Minneapolis St. Paul, and it’s in fact, pre-populated with Minneapolis St. Paul, and when I click here to continue, it asked me to enter my email address. As you can see, it’s got some progress indicators here. This is what is called a two-step opt-in process. I call this a two-step opt-in process, and Groupon is one of the first companies to really pioneer the use of this. The reason why this works is because it’s very arming as opposed to disarming. It’s very arming to go to a page and see a big huge opt-in box and know that that’s exactly what they want you to do. They want you to give them information about you so that they can email you everyday. That’s basically what Groupon is doing.

But if they can get you to take some kind of action initially, right, if they can get you to take an action of any kind and comply at a lower level, then they’re much more likely to get you to opt in here. So they’re looking for micro commitments they’ve been called. It’s also called the yes ladder, right. If someone can get you to take a small action and create that behavioral pattern, then it’s much more likely that you’ll take a larger action. So there’s a lot of psychology going on here, and this simply – In a lot of cases, this kind of tactic, this two-step opt-in process just converts better. We’ve seen AppSumo use this. Here’s an AppSumo giveaway page, and they’ve actually since taken this down because they’re not doing this contest anymore. But in this AppSumo giveaway page, again, another company entirely driven by email, step one is to answer this question. And so the question is who is giving away this MacBook Air, and it says AppSumo duh the president, I think, Batman, but they’re doing this because once they get you to submit that answer then they can ask for your email address, and you’re much more likely to opt in.

We actually built a template that we actually gave away with AppSumo’s permission that’s based around this and a link to this below. But there’s lots of other instances of this. Here’s a landing page of ours where we are giving away a course on video marketing and we’re actually giving away some video marketing templates. And so, step one is answer the question who’s giving this stuff away. LeadPlayer™ duh… and if you click on one of these other things, it says ‘Your guess is wrong’ or if you click on ‘Select your answer,’ it tells you to select an answer, but if you click on ‘LeadPlayer™,’ now you see the opt-in box. So that’s another example of a two-step opt-in process.

Here’s another example of a two-step opt-in process. This is uber. This is created by some of the original creators of Google voice, and they could have had a free sign-up form right here on the page, but check out what they do. Rather than showing you that and making it clear that they really just kind of want your information, they two-step it. So you click on ‘Free sign-up,’ and now, you get this, right? They want your email address and they want you to give them a password, and conversion rates are higher when you do this kind of thing. If you just had an opt-in box right here, not as many people would do this, but when you click on ‘Free sign-up’ and then you get this thing to appear, you’ve created a two-step process where the actual opt-in box is hidden one layer deep.

Also, in episodes of the Marketing Show, let me show you what we do with our LeadPlayer™ tool.

Clay: Hello everyone. I’m Clay Collins.

James: I’m James Lepine.

Clay: And in this episode of the Marketing Show, we’re going to talk about how to end your bs primadonna logo drama and create a logo in about what? 5 seconds?

James: Yeah.

Clay: About 5 seconds. That’s what you have to look forward to in this episode of the Marketing Show.

Alright, so we tell people what they’re going to get in this episode of the Marketing Show, and then they enter their email address, and click on Play to continue watching. But they can just click on ‘Skip this step.’ So they don’t have to opt in, but we make this decision front and center, right? So this is another example of a two-step opt-in process.

Here’s another example of a two-step marketing process, not necessarily a two-step opt-in process, but a two-step marketing process. In this LeadPlayer™ sales video, when I get to the part where I’m doing what’s called the call-to-action where I’m inviting people to join us if this product is right for them, at around that time in the video, this ‘Click here to buy LeadPlayer™’ button appears, right? So it doesn’t appear initially. We wait until we’re at that part of the video where I’m offering people LeadPlayer™, and that’s when the button appears, and this kind of thing can increase conversion rates by 200% in sales videos.

Here’s another example of a two-step opt-in process. Right here, I ask people how often should we email you about new Marketing Show post, and the can choose every time we add new content or once per week, and let me just pick one of these, all right? So people answer one question, and then it brings them to the part of the website where they can opt in and participate. So we’re two-stepping it. Here’s another example. This is Gold Medal Bodies. Andy Fossett, my friend, creates this. And there could be an opt-in box here, but there isn’t. Instead, they replaced it with a button that says ‘Click here to join now,’ and when you click on that, this light box appears where you can opt in. People do this because it just converts better.

So let’s just wrap this up and give you the template, but before I do that, I want to show you how it works. So we’re back now to this Groupon style opt-in page. And so what we created for you was something like this. Actually, not something like this. Actually, this. Here’s the template. And you can confirm your status. So if I were going to do this for the Marketing Show, I’d put the Marketing Show logo up here, and I’d say ‘Confirm your status.’ One, I’m a marketer or enjoy marketing, right? That’s my people. Two, I think marketers are scumbags. So if you click on that, it says ‘Your guess is wrong. Please try again.’ Third option, I’m just here to harass folks in the comments. That’s not what I mean. So if you click on that ‘Your guess is wrong. Please try again.’ Or if you just click on ‘Select your answer,’ just please select an answer for question number one. So I click on ‘I’m a marketer or enjoy marketing.’ And then you can opt in.

So this is the landing page that we’re giving away. We have uncopyrighted it. All that I ask is that as a courtesy, you don’t have to do this, but it would be really, really wonderful if you would just leave this link in here where it says ‘Created by the Marketing Show.’ Also, I’d love it if you shared this page with anyone who you feel would benefit from this. There is no opt-in required, so you know, if you send people this way, I’m not going to shoot them on some list and blast them with a bunch of stuff. This is something that we’re providing because we think it’s a good thing to do, and we think that it is of service to you, and we hope it helps.

Anyway, my name is Clay Collins. Thank you so much from the bottom of my heart for watching the Marketing Show. I appreciate you. I appreciate what you’re doing, and I look forward to talking to you next time. Have a wonderful beautiful day. Take care.

  • I always look forward to your post and as always, you do not disappoint! Thanks

  • Wow I like this technique. I’m going to try it out on my site. Thanks!

    PS: I shared it all over the place!

    • Stephen! Thanks a ton for sharing. I appreciate it.

  • SEO in Argentina

    Hey Clay,
    From ARgentina writing. AWESOME x3. Awesome both landing pages, the 2 step groupon inspired and the app sumo. Ive downloaded already. The LeadPlayer is awesome too but I pass for now.
    Keep the interesting work… I does make a difference, you bet!

    • Hello, “SEO In Argentina” . . . thanks for the comment and the kind words. Would you mind from no on posting with your real name?

  • William Bartholomew

    I think to some extent this wouldn’t work as well with unknown websites. Groupon can do this method because people WANT to get into Groupon, so they have no choice. If Groupon had a 12-step process, most people would suffer through it to get to the coupons.

    I’m a little more cynical. When I have to provide my cantact information first before getting to the content, I know I’m going to get an avalanche of email trying to sell me stuff. 95% of the time I immediately remove myself from the list once I have the content.

    Now don’t misunderstand me. It doesn’t mean I won’t consider this method.

    • Hi William, thanks for the comment.

      In many cases, the discipline of marketing is about ignoring your own personal likes and preferences . . . and instead doing what has been proven to work in the aggregate.

      Just because you personally would or would not do something says little about the average behavior displayed in a certain situation.

      In psychology classes, you’ll often hear interactions like this . . .

      Teacher: “On average, people who suffer from anxiety are more likely be obese”
      Student: “I disagree! I have a friend who suffers from severe anxiety and she’s very very thin. When she’s anxious, she actually eats less”

      The student’s error is not realizing that the study wasn’t about her friend, it was about the average result among large groups of people.

      I’m not saying that you shouldn’t march to the beat of your own drummer, but please also know that how you personally behave has almost no bearing on how your target market, on average, will behavior and/or respond to your marketing.


  • Clay, I like the theory behind this that you explain, but I notice on Groupon’s home page right now it hits the “confirm your location” screen only very briefly, then *automatically* (and nearly instantly) rolls over to the “enter email” prompt. I.e., they have essentially eliminated the first step in this 2-step process by auto-confirmation of location. Why do you think they are doing this if the 2-step process is so effective? Am I the victim of split testing? (Though this happens on more than one browser I’m running.)

    • It actually looks like they’re not split testing . . . but displaying a different page based on past behavior. If you’ve been to their site recently and not opted in, then it appears that you might be shown a 1-step opt-in in the future. If the 2-step opt-in didn’t work, then maybe the 1-step opt-in will.

  • Thanks, this is gold. It is so obvious now, but I never caught it before.

    • Most things that work are this way. Thanks for stopping by, Timothy!

  • Great stuff (once again) Clay! You are always full of targeted ideas. As I watched this video and reflected on a marketing seminar I attended in Naples last week by Michelle Salater (Sumer Copywriting) I had a thought/question. I like the concept of the 2-step opt-in, but could see you taking that further by having people pre-qualify or self-select into a particular email list and auto-responder sequence based on interest. Not sure if anyone has tried this, but for my golf market, the first question would be “Which group best describes you?” with options of Junior, Amateur, Collegiate, Professional — based on selection, an email box would appear that links to the list selected, and sends them to the auto-responder sequence that matches their interest or playing level.

    I am not a code writer, so I have no idea if what I am asking can easily be done. But I like the idea of people being able to step into a marketing funnel by choice that best fits what they are looking for. Just a thought…

    • The easiest way to have people self-select is to target different offers to different content. Asking “which best describes you?” can confusing for people who may straddle the line, and it adds an extra layer of complication.

      What often works better is to make these different offers on/around content that naturally attracts one audience or the other.

      So “advanced” content will contain offers related tot he advanced-level offer.

  • Hello Clay, I noticed you are not using LeadPlayer on this video. Would you mind sharing what video player you are using to embed here? Thanks.

    • This is 100% LeadPlayer, Ben! Make sure you’ve updated to the latest version 🙂

      • Thanks Clay, the first time I watched it, it didn’t show the YouTube logo in the beginning, now it does.

  • Good video – I would suggest maybe some data to back it up- maybe a test (or a reader doing a test)

  • good stuff. think you have a outstanding product and since you are a marketing mind its is apparent how the product will evolve. I am using EVP for 3 years … I am thinking about switching however the one big diff is I have alot of content on Amazon S3 and YT. the other thing is Im a little corn-fused. Does leadplayer have two step optin page feature built in…exactly like the template you are giving away? not overlays on videos. Not jumping out at me on the website if it is included.

    • Hi Karl . . . thanks a ton for your question. And I’m so glad you like LeadPlayer.

      I’m going to try and answer your questions:

      Yes, a two-step opt-in process is built into LeadPlayer. It does that easily and right out of the box.

      However, LeadPlayer is not a web page builder. You create web pages and place LeadPlayer within them. So LeadPlayer will not create web pages for you.

      I hope that clears things up.

      Very warm regards,

      • great video today showing the “5” (hey you need a tee shirt with a “5” on it) you had me at “global” change to promote a webinar accross my entire website. just want to be clear – since I use WP I would either create a 2 pages with my theme or 2 pure html pages with with full background image and lead player two step is inserted. I guess if I just buy it I will know eh? Im a techie

  • It is an attractive page, but how do you configure where signup emails are recorded? There is no documentation.

    • Hi Steven . . . we provide amazing support for our pad products (like LeadPlayer), but given that we release a new landing page template a few times per month, we’re not in a place to document all of them. It does require technical knowledge and knowledge of HTML to hook up your landing page to your service like AWeber or MailChimp or iContact.

      That said, we (again) provide amazing support for LeadPlayer, and LeadPlayer has a two-step opt-in process built into it. So that’s another option of course.

      I hope that makes sense. Thanks again for the question.

      Very warm regards,

  • Awesome, thanks so much Clay. Does this work with Welcomegate, or is it just HTML?

    • This is an HTML file. Thanks for the question, Adam.

  • Jeremy

    Great stuff! I look forward to you releasing LeadPlayer or other such products for non-wordpress sites. I would buy in a second!

    • That’s coming in about a week! Stay tuned 🙂

  • youareviolating

    You are wrong. GPL. you have to read it before publishing such stupid license terms. Distribution affects licensing. you are saying that only php files are gpl but its not. your lawyers probably dont know that in gpl text is clearly written – distribution affects how you can license stuff. so if you are distributing something with php, which is gpl, it becomes gpl. FIX it or your page. Say clearly that it IS gpl. because know its all LIES.

    • I don’t know what you’re talking about. We’re giving away this HTML template for free. It’s not even protected by the GPL.

  • learntoreadfirst
  • Hi Clay! I plan to create a full page photograph squeeze page using a LeadPlayer opt-in. I want the picture to be really sharp though so what size image do I need to use?

  • John Macaulay

    Clay, I notice that on your site, you use both the single opt-in and double opt-in for your email update subscriber list. I’m looking to build an email list myself, but am up in the air over which approach to use.

    Two questions:
    1. What’s better for building an email subscriber list, one-step or two? Or put another way, are people more likely to enter their email if they’ve already taken the easier action of clicking a link?
    2. Why are you using both on your website?