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The Chemistry of a High-Converting Landing Pagewith Live Critiques
Brian Massey, Conversion Scientist™
Conversion Sciences LLCwww.ConversionSciences.com
@bmassey
Today You Will Learn• Why landing pages are so powerful.• How to build landing pages backward.• The components of a successful landing page.• To never, ever ask someone to review your landing page
again.
Founder of Conversion SciencesWebsite OptimizerAuthor Your Customer Creation EquationLab Wear Fashion Model
The Conversion Scientist BlogConversionScientist.com
Contact:[email protected]
Brian Massey, Conversion Sciences
@bmassey
What is a Landing Page
A single-minded page dead set on keeping the promise made by an ad, link or email and on getting the visitor to take action.
@bmasseyWe know something about these visitors.
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Components of a Landing Page
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The Basic Landing Page Reaction
+OfOffer
OfferFmForm
FormLp
Landing PageLanding Page
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The Simplest Landing Page
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Don’t Start with This
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OfOffer
OfferFmForm
Form
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Perhaps a Better Offer Than “Submit”
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The Page Must Match the Ad
The Relevant Offer found on a Landing Page depends on where the visitors are
coming from.
OfAd
Offer
OfferOf
Landing PageOffer
Offer=
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Discounted Dollar BillsFrom the leader in Dollar resales.www.mint.gov
Discounted Dollar Bills50% off of new US dollarsfrom the leading reseller.www.mint.gov
A B
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Discounted Dollar BillsFrom the leader in Dollar resales.www.mint.gov
Discounted Dollar Bills50% off of new US dollarsfrom the leading reseller.www.mint.gov
A B
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Different ProductDifferent Girl
No mention of Wonderland Collection
Colors Match
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Ask a Designer(But keep her away from our page)
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Discounted Dollar Bills50% off of new US dollarsfrom the leading reseller.www.mint.gov
Discounted Dollar Bills50% off of new US dollarsfrom the leading reseller.www.mint.gov
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Add Something That Helps the Business
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Enter a “Friend’s” Credit Card Number
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ArAbandon
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ArAbandon
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Ask the Copywriter
How can we overcome objections that may cause visitors
to abandon our landing page?
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Build Some Trust
If your company or brand is known to the
visitors, make it prominent to build trust.
TrTrust
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Provide ProofPrProof
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13,040,343,961,001 Sold!
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Show the Product!IImage
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Avoid Stock Images
SolarDirect.com
http://www.sxc.hu/profile/guitargoa
http://www.sxc.hu/profile/acerin
Business Porn
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Avoid Stock Images
SolarDirect.com
http://www.sxc.hu/profile/guitargoa
http://www.sxc.hu/profile/acerin
Business Porn
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We Can Tell Real People from Stock People
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Wait! The Call to Action needs to POP
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Get Your Discount Dollar Bills
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Get Your Discount Dollar Bills
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Get Your Discount Dollar Bills
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Now, let the designer move things around.
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Get Your Discount Dollar Bills
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The Highly Reactive Combination
+OfOffer
OfferFmForm
FormLp
Landing PageLanding Page
PrProof
TrTrust
IImage
+ + +Proof Trust Image
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This planner ensures all of the elements are present for high-converting landing pages.
A Checklist for yourLanding Pages
http://conversci.com/LandingPageChecklist
Examples
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What’s Missing?
+OfOffer
OfferFmForm
FormLp
Landing PageLanding Page
PrProof
TrTrust
IImage
+ + +
Get a free Consultation atwww.ConversionSciences.com
Contact:[email protected]
Brian Massey, Conversion Scientist
