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OPTIMIZE LANDING PAGES
By Alan Kay
COME FAR ...
RECOVERING ...
SO … BE GENTLE!
OPTIMIZATION MOJO
PROFIT FROM MY PAIN
SURPRISE!
WHO IS THIS GUY?
EXPERT?
LANDING PAGE?
NOT A HOME PAGE!
WHY?
10 KEYS
VITAL MINDSETS
WHAT & HOW TO TEST
SURPRISE TIME!
MAKE 1 NEW FRIEND
WHO IS THIS GUY?
EXPERT?
LANDING PAGE?
NOT A “HOME” PAGE
WHY?
ANXIETY
WHY ARE YOUASKING ME THAT?
WHAT ARE YOU GOING TO DO WITH MY EMAIL ADDRESS?
HOW DO I KNOW WHAT YOU”RE TELLING ME IS
CORRECT?
FRICTION
LENGTH OF PATH
FIELD LAYOUT
10 KEYS
ANSWER THESE:
1
WHERE AM I AT?
Q:1
WHAT CAN I DO HERE?
Q:2
WHAT AM I GOING TO GET?
Q:3
WHY SHOULDI DO IT?
Q:4
Q:5
WHAT IS IT GOINGTO COST ME?
MAKE IT SIMPLE
2
EASY TO READ TEXT
3
LOOK OFFICIAL
3
JUSTIFY GRAPHICS
4
BE SPECIFIC
5
The “Monster traffic formula blueprint” report has been
downloaded 78,897 times.
SUMMARIZE OFFER
6
BOLD KEY BENEFITS
7
WORTHY BUTTON TEXT
8
VALUE PROPOSITION
9
WHY SHOULD I DO BUSINESS WITH YOU
AND NOT YOUR COMPETITORS?
“Pizza delivered
in 30 minutes or it's free.”
HOT COPY
10
IF YOU CAN WRITE HOT COPY …
WRITE IT
IF YOU SUCK... HIRE SOMEONE
IF YOU DONT LIKE SPENDING $'S …
STUDY COPYWRITING
MINDSET
FOLD OBSESSION
CONVERSATION
WHAT & HOW TO TEST
FOCUS ON:RELIEVING ANXIETYREDUCING FRICTION
RELIEVING ANXIETY EXAMPLES:
DISPLAY THIRD-PARTY SEALS
1
DISPLAY PROFESSIONAL CERTIFICATIONS
2
DISPLAY YOUR PHONE
NUMBER
3
DISPLAY AWARDS
4
REFERENCE ANY MEDIA YOU HAVE
APPEARED IN
5
INCLUDE TESTIMONIALS &
POSITIVE REVIEWS
6
INCLUDE PICTURES OF YOU WITH
EXPERTS
7
DISPLAY POPULARITY
8
PROVIDE A VIDEO DEMONSTRATION
9
THE LIST COULD GO ON AND ON AND ON
…THINK!
X
USE GOOGLE WEBSITE OPTIMIZER
FINAL WORDS
MAKE IT HAPPEN
QUESTIONS