3 Awesome E-book Landing Pages That Convert Like Crazy

3 Awesome E-book Landing Pages That Convert Like Crazy

So you have an ebook.

But what’s the best way to get it in front of your dream customers?

The answer is simple: you should create a landing page for it and then drive traffic to it with paid ads. Need some inspiration?

Here are three awesome ebook landing pages that convert like crazy…

Lead Magnet Ebooks vs. Paid Ebooks

Ebooks can be used for two different purposes:

  • Generating leads. You can give your ebook away for free in exchange for the potential customer’s email address. This enables you to then sell your products and services to them via email.
  • Generating revenue. You can also sell your ebook. Not only do they have insanely high-profit margins but you can also set the price much higher than people typically pay for books provided that you sell it independently and not on a marketplace like Amazon. 

In this article, we are going to look at one lead generation landing page and two sales pages. 

#1 “Marketing Secrets Blackbook” by Russel Brunson

Our co-founder Russel Brunson had been building online businesses for at least a decade prior to launching ClickFunnels back in 2014.

Since then, he has grown ClickFunnels to over 100,000 users and over $100M in annual revenue. 

Given this track record, it’s safe to say that he knows a thing or two about marketing. 

He could easily sell his  “Marketing Secrets Blackbook” which features his top 99 marketing tips. But he decided to use it as a lead magnet instead! 

Here’s what you see above the fold on its landing page:

"Marketing Secrets Blackbook" by Russel Brunson

Note the:

  • Simple headline. It’s literally just the name of the ebook. It works because it piques the potential customer’s curiosity. Who doesn’t want to learn marketing secrets??
  • Subheadline that provides additional information. We explain that the ebook includes 99 marketing secrets and emphasize that it’s going to change not just your business but also your life. 
  • Opt-in form copy that emphasizes that this ebook is FREE., You might think that it’s obvious to everyone that your lead magnet is free but that’s not always the case. That’s why it’s so important to emphasize that it’s FREE on its landing page. 

Then, as you scroll down, you see this statement that we use to pique curiosity, provide social proof, and reiterate that this is a FREE ebook:

Then, as you scroll down, you see this statement that we use to pique curiosity, provide social proof, and reiterate that this is a FREE ebook:

Below it you’ll find the body copy that starts with Russel pitching the #1 benefit of this ebook – you can learn what you need to know quickly and then implement it in your business.

Below it you’ll find the body copy that starts with Russel pitching the #1 benefit of this ebook

Below there’s a section where Russel emphasizes that this ebook can help you get the results that you are looking for and provides more information about what’s included in it.

Below there’s a section where Russel emphasizes that this ebook can help you get the results that you are looking for and provides more information about what’s included in it.

Then there’s a section that provides teasers for some of the marketing secrets discussed in the ebook. 

Displaying the lock icon next to each teaser is a neat idea if we may say so ourselves – it serves as a reminder that you can unlock these secrets by getting the ebook. 

All you need to do is click on the call-to-action button!

All you need to do is click on the call-to-action button!

Below this call-to-action button you see the “WAIT! We’re Not Done!” subheadline and the teaser list continues. 

Breaking up the teaser list like that helps reinforce that the ebook is packed with valuable information.

Breaking up the teaser list like that helps reinforce that the ebook is packed with valuable information.

As you scroll down the teaser list continues:

As you scroll down the teaser list continues:

Then there’s a “Cherry Picked Just For You” subheadline that reiterates the idea that these are Russel’s most valuable marketing tips.

The copy below the subheadline reinforces it – this isn’t some random stuff, these are the best-of-the-best, highest-impact marketing and sales strategies.

Then there’s the final call-to-action button – note how its copy is super specific and emphasizes that this ebook is FREE. 

Then there’s a “Cherry Picked Just For You” subheadline that reiterates the idea that these are Russel’s most valuable marketing tips.

Key Takeaways

Sell Your Free Ebook Like It’s a Paid Product

You might think that our “Marketing Secrets Blackbook” landing page is overkill. Why put so much effort into something that we are giving away for free?

But lead magnet landing pages that are indistinguishable from sales pages convert the best. 

This type of lead magnet landing page can help you increase the perceived value of your ebook, pique potential customers’ curiosity, and get them excited about the offer.

And the ebook is free means that they don’t have anything to lose by downloading it!

We recommend experimenting with this approach – it can help you drastically increase your conversion rate.

Pique the Potential Customer’s Curiosity

One of the most common mistakes that we see people make on their lead magnet landing pages is giving everything away on the landing page itself.

They tell the potential customer what the ebook is about in a way that makes them lose interest. 

If the potential customer believes that they already know what the key message of your ebook is, why would they download it?

This is the exact opposite of what you should be doing – you need to pique the potential customer’s curiosity so that they would want to download the ebook just to see what it’s all about!

Look at how we are appealing to curiosity on this landing page:

  • The offer itself. We called it the “Marketing Secrets Blackbook” for a reason!
  • The copy. All throughout the landing page copy we are giving away just enough information to pique the potential customer’s curiosity. 

    This is especially noticeable in the list of marketing secrets that are included in the ebook.
  • The visuals. Look at the graphic of the ebook that features the book under a lock and the lock icons. They are designed to reinforce the message that these are marketing secrets that the potential customer can unlock by downloading the ebook.

Think about how you can implement all this on your own landing page to pique the potential customer’s curiosity.

#2 “Designing Web Applications” by Nathan Barry

Nathan Barry is best known as the founder of the wildly successful email marketing company ConvertKit. 

However, he first made a name for himself in the entrepreneurial community by documenting the process of publishing several ebooks. 

“Designing Web Applications”, which Nathan sells to this day, was the second ebook he published. Let’s take a look at its sales page.

Here’s what you see above the fold:

"Designing Web Applications" by Nathan Barry

Note the:

  • Simple headline that conveys the most important benefit of this ebook.
  • Copy that defines the problem and provides the solution.
  • Social proof in the form of a customer testimonial.

Having two call-to-action buttons above the fold is generally considered to be a bad practice but in this case, it makes sense.

It’s likely that the potential customer already trusts Nathan due to his reputation and therefore might be ready to buy.

And if they want to learn more about the offer, they can do that by scrolling down or clicking on the “Learn More” button. 

As you scroll down you find a short explanation of the difference between designing software and designing websites:

As you scroll down you find a short explanation of the difference between designing software and designing websites:

Then Nathan starts setting expectations.

You can expect to learn how to design an application flow:

You can expect to learn how to design an application flow:

And how to follow a design process that enables you to take an idea from the initial sketch to a polished interface:

And how to follow a design process that enables you to take an idea from the initial sketch to a polished interface:

Then he gives you the option to download a free sample section in exchange for your email address:

Then he gives you the option to download a free sample section in exchange for your email address:

The book also includes interviews with various experts:

The book also includes interviews with various experts:

Nathan himself is an expert and uses his bio to establish his credibility:

Nathan himself is an expert and uses his bio to establish his credibility:

Below the bio there’s a visual breakdown of what’s included in the “Complete Package” which costs $249:

Below the bio there’s a visual breakdown of what’s included in the “Complete Package” which costs $249:

This visual breakdown is followed by a detailed breakdown of this package:

This visual breakdown is followed by a detailed breakdown of this package:

Then there’s a visual breakdown of what’s included in the “Book + Videos” package which costs $99.

Then there’s a visual breakdown of what’s included in the “Book + Videos” package which costs $99.

This visual breakdown is also followed by a detailed breakdown:

This visual breakdown is also followed by a detailed breakdown:

And then there’s the final and the most affordable “Book Only” package that only costs $39:

And then there’s the final and the most affordable “Book Only” package that only costs $39:

It’s followed by an FAQ section that ends with a “View the packages” call-to-action button:

It’s followed by an FAQ section that ends with a “View the packages” call-to-action button:

Key Takeaway

Nathan’s great innovation with this ebook was flipping the order in which the packages were presented.

Typically, on sales pages for products with several pricing packages, the packages are listed in ascending order from the most affordable one to the most expensive one.

This is what Nathan did with his first ebook called “The App Design Handbook” which resulted in these sales percentages per package:

  • The Book: 49%
  • The Book + Videos: 32%
  • The Complete Package: 19%

But with “Designing Beautiful Web Applications” he decided to list packages in descending order from the most expensive one to the most affordable one which resulted in these sales percentages per package:

  • The Book: 50%
  • The Book + Videos: 21%
  • The Complete Package: 28%

“Sales of just the book stayed fairly constant, but purchases of the middle package decreased, and purchases of the highest package increased. Keep in mind that I made an extra $150 from every customer I convinced to move from the middle package to the highest,” Nathan explained

He launched this ebook around a decade ago, so the percentages likely changed since then, but given that he still uses this approach to this day we can probably safely assume that it still works. 

We recommend experimenting with this idea on your own ebook sales page if you are offering several pricing packages.

#3 “Authority” by Nathan Barry

Nathan’s last ebook is called “Authority”.

In it, he breaks down his process of writing an ebook, building an email list for it, and launching it. He still sells it to this day.

Let’s take a look at its sales page. Here’s what you see above the fold:

"Authority" by Nathan Barry

Note how Nathan takes a different approach here than he did with “Designing Beautiful Web Applications”.

Instead of directly emphasizing the main benefit of this ebook in the headline, he takes an indirect approach to address the most common objection – “authors can’t make money”.

And in the subheadline he shoots down two more common objections – “you need to be famous” and “you need to have a huge online following”.

He then immediately establishes his credibility by sharing that in less than a year he made $150,000 from self-published books.

Then he reassures the potential customer that other people have made way more than that and that these stories aren’t just flukes. 

Finally, he provides social proof in the form of a customer testimonial, then gives the potential customer the option to jump straight to pricing packages. 

This is followed by reiterating the #1 benefit of this ebook and discussing the additional benefits.

Publishing a book can not only make you a lot of money directly but also provides various lucrative opportunities!

Publishing a book can not only make you a lot of money directly but also provides various lucrative opportunities!

Then Nathan addresses another common objection and provides reassurance.

People often have an idea for a book but actually writing it might seem like an insurmountable challenge.

It might even be that the potential customer has already attempted it several times and failed. 

That’s why providing reassurance makes sense!

That’s why providing reassurance makes sense!

Then Nathan addresses another common objection and provides reassurance that the potential customer can write a book even if they are not a subject matter expert in the traditional sense. 

Then Nathan addresses another common objection and provides reassurance that the potential customer can write a book even if they are not a subject matter expert in the traditional sense.

Then he addresses yet another common objection and provides social proof. 

No, it’s not just something that worked for him, he has 14 case studies that show how other people used the same method to write, publish, and launch their ebooks. 

They generated over $230,000 in total revenue!

They generated over $230,000 in total revenue!

Then he addresses yet another objection. What if the potential customer doesn’t have an online following? 

Well, they can build one, there’s a process for that!

Well, they can build one, there’s a process for that!

This is followed by more social proof in the form of a customer testimonial:

This is followed by more social proof in the form of a customer testimonial:

Below there’s the option to download a free chapter:

Below there’s the option to download a free chapter:

Then there’s Nathan’s bio which he uses to establish his credibility:

Then there’s Nathan’s bio which he uses to establish his credibility:

And then we get to pricing packages. 

This time they aren’t listed in either descending or ascending order – it’s the middle package that is presented first.

Here’s the visual breakdown of “The Complete Digital Edition” package which costs $199.

Here’s the visual breakdown of “The Complete Digital Edition” package which costs $199.

It’s followed by a breakdown of resources included in this package:

It’s followed by a breakdown of resources included in this package:

Then there’s more social proof in the form of a customer testimonial:

Then there’s more social proof in the form of a customer testimonial:

Then there’s a breakdown of video content included in this package:

Then there’s a breakdown of video content included in this package:

Then there’s the “Strategy Edition” which costs $499 and includes a personal, one-on-one review of your launch plan:

Then there’s the “Strategy Edition” which costs $499 and includes a personal, one-on-one review of your launch plan:

It’s followed by the most affordable package – “The Digital Edition” which costs just $39.

It’s followed by the most affordable package - “The Digital Edition” which costs just $39.

Then there’s the FAQ section:

Then there’s the FAQ section:

Followed by a pricing table:

Followed by a pricing table:

Then the sales page ends with another customer testimonial:

Then the sales page ends with another customer testimonial:

Key Takeaways

Your Own Results Are the Best Social Proof

The whole concept of making money with an ebook that teaches other people how to make money with ebooks is widely seen as getting rich quick cringe. So how did Nathan pull it off?

The answer is simple: he had a track record of writing, publishing, and launching wildly successful ebooks.

Say, the previously discussed “Designing Beautiful Web Applications” ebook generated over $50,000 in revenue in just one month, which is insane. 

And in his first year of publishing ebooks, he made over $150,000 while documenting the entire process on his blog.

So it shouldn’t be surprising that people were super excited about “Authority” – they wanted to learn the process behind his successes!

We recommend using this approach if you want to be taken seriously in the “make money online” niche:

Publicly document your journey, prove that you can get results, and then publish an ebook teaching other people how to replicate your success. 

Create Pricing Packages Using Text, Audio, and Video Formats

“The Complete Edition” package includes:

  • The book is in PDF, ePub, and Mobi formats
  • The audio book
  • 14 case studies from successful “Authority” authors
  • Photoshop book cover templates
  • 90-day launch plan
  • 9 video tutorials
  • 11 expert interviews

Don’t limit yourself to just text when publishing an ebook. Use text, audio, and video content to create pricing packages!

Address the Most Common Objections + Provide Reassurance

The body copy of the “Authority” sales page primarily consists of Nathan:

  1. Shooting down the most common objections one by one.
  1. Reassuring the potential customer that they too can write, publish, and launch an ebook.

This approach makes sense when your ebook addresses a problem that might be associated with negative emotions – lack of self-confidence, the feeling of shame, experiences of failure, etc.

In this case, it’s likely that the potential customer doesn’t feel confident that they can write an ebook, either because they don’t know how to see it through to completion or because they have already tried and failed. 

So it makes sense to focus on addressing all that and providing reassurance that they can do it. 

Consider using a similar approach if your ebook deals with problems such as losing weight, learning a new skill, starting a business, etc. 

Want Russel To Show You How To Build Your First Sales Funnel?

Landing pages are extremely important. But you know what’s even more important? Sales funnels! 

You need a system for converting potential customers into leads, leads into paying customers, and paying customers into repeat customers. And that’s what sales funnels are all about! 

But let’s keep it real: 

Creating one from scratch can seem like a daunting task.

That’s why we created our 5 Day Challenge where Russel walks you through it step-by-step.

You will learn how to:

  • Generate unlimited leads.
  • Create your first lead magnet.
  • Build your first sales funnel.
  • Create a simple 6-email follow-up sequence.
  • And launch your funnel!

…in just five days.

So don’t hesitate.

Join our 5 Day Challenge today. It’s completely free!

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