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