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CRO For High-Converting Landing Pages
Duane Brown
#INBOUND19
Agenda
▪ Your Brand
▪ People Are Not
Rational
▪ Customer Research
▪ Landing Page Copy
▪ Design & Layout
▪ 95% Not 100%
– Brand Campaign
– Low Traffic
– Leaky Site
– Broken Funnel
Your Brand
`
Connect Your
Landing Page
To Your Brand
People Are NOT Rational
Decision Making 101
▪ System 1
– Automatic
– Fast
– Unconscious
– Rash
Decision Making 101
▪ System 2
– Effortful
– Slow
– Controlled
– ...not most people
Decision Making 101
▪ System 2
– Effortful
– Slow
– Controlled
– ...not most people
▪ System 1
– Automatic
– Fast
– Unconscious
– Rash
To Much?
▪ Confirmation Bias
– Reinforce beliefs
Cognitive Load
▪ Paradox of Choice
– Less is really more
Cognitive Load
▪ Anchoring Effect
– Start high
Cognitive Load
▪ Status Quo Bias
– Don’t change
– Free over $$
Cognitive Load
▪ Sunk Cost Fallacy
+
▪ Status Quo Bias
Cognitive Load
▪ Hyperbolic
Discounting
– Immediate
gratification
Cognitive Load
Customer Research
Unique
Selling
Proposition
(USP)
Target Customer
Quantitative
Last Year
● 2016 - 2018
○ Product Sales
○ Channels
○ Devices
○ Demos
○ Site Search
Facebook Analytics
Quantcast Pixel
“Stop letting amateur
copy wipe out your
conversions.”
Momoko Price
Motivation ● Desired outcome
● Pain point
● Purchase prompt
Value ● Unique benefits and advantages
● Delightful product features
● Dealer breaker needs/requirements
Anxiety ● Uncertainty
● Objections
● Perceived risk
Qualitative
What
[solution
type] do you
currently use
to [solve your
problem]?
Is there
anything you
dislike or
want to
change about
[your current
solution]?
What do you
want MOST
from a
[product/servi
ce] like
[NAME]?
Is there
anything
holding you
back from
trying [NAME]
right now?
Landing Page Copy
What are
customers
thinking when
they come to
your landing
page?
Just write…
Less Jargon.
More Specific.
● How does a real person, you don’t know, talk about the
product
● What do they value or what was the big benefit?
● Did they not like similar products/solution?
● What was the big outcome they got from using your
product?
● Interesting phrases, thoughts or analogies used when
thinking about your product
Looking Through Your Research...
Motivation ● Desired outcome
● Pain point
● Purchase prompt
Value ● Unique benefits and advantages
● Delightful product features
● Dealer breaker needs/requirements
Anxiety ● Uncertainty
● Objections
● Perceived risk
The Power Of Message Match
Design & Layout
Headline
▪ USP
Lead Gen Forms…
▪ Shorter Forms
– No… Just No.
Lead Gen Forms…
▪ Shorter Forms
– No… Just No.
Social Proof
▪ Reference Power
– Media/Press
– Partnerships
– Clients
– Awards
Objectives
▪ Won’t
Buy?
Purchase Prompts
▪ Will Buy?
Demo
▪ Visual Element
– GIF
– Video
Pricing Grid
▪ Three Options
– Anchoring?
– Keep It Simple
Call To Action
▪ CTAs
– Consistent
– What will happen?
– StandoutOne Goal. One Action.
One Goal To Rule Them All.
Summary
Summary
▪ LP An Island
▪ Rational People
▪ Research Customer
▪ Landing Page Copy
▪ Design & Layout
About Me
● Lived 6 Cities. 3 Continents
● Traveled 40 Countries
● Huge Gaming & Tech Nerd
● Brands: Unbounce, Quantcast,
WooCommerce & Ogilvy
The End.
Thank you.
@DuaneBrown
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