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THE CHEMISTRY OF A SUCCESSFUL LANDING PAGE The Basic Landing Page At its most basic, a landing page is a web page that makes an Offer and provides a Form for visitors to take action. "START WITH A BLANK PAGE, NOT YOUR CORPORATE TEMPLATE." BRIAN MASSEY, CONVERSION SCIENTIST A Landing Page Must Offer Something A Landing Page Must Provide a Way to Act "A LANDING PAGE KEEPS A PROMISE AND ENTICES A VISITOR TO ACT." BRIAN MASSEY A Complete Landing Page Add Only the Fields You Need As you ask for more information, it makes your prospects less comfortable completing the form. Conversion rate goes down, though quality may go up. Landing Page Contamination: Abandon By asking for personal information, you make people want to leave the page, or Abandon you. Use Copy to Counter Abandonment Use copy and images to address visitor objections. Proof and Trust Make the Reaction Stronger THE ONLY REASON TO PLACE YOUR LOGO ON A LANDING PAGE IS TO BUILD TRUST. BRIAN MASSEY Proof and Trust are two catalysts that help your visitors feel confident and comfortable completing your form. Borrow Trust From... Relevant Images: Show the "Product" You now have a landing page that should deliver you the sales a or leads you need. Consider testing these elements to make sure your audience agrees with us. You need to show the product, even if what you're selling is a service. RENDER REPORTS, WHITE PAPERS, GUIDES AND EBOOKS AS PRINTED MATERIAL. Don't let your designer add anything. Their only job is to use color, typeface, white space and positioning to make the landing page easy to consume. ALL OF THE ELEMENTS FOR A VIGOROUS REACTION We are the most measurable agency you can hire. Get a free strategy session with Conversion Sciences at http://conversci.com/session www.ConversionSciences.com Create infographics Copyright 2013 Conversion Sciences LLC. Client Logos Credit Card Logos Certifications Awards

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Page 1: The Chemistry of a Successful Landing Page Infographic

THECHEMISTRYOFA

SUCCESSFULLANDING

PAGE

TheBasicLandingPage

Atitsmostbasic,alandingpageisawebpagethatmakesanOfferandprovidesa

Formforvisitorstotakeaction.

"STARTWITHABLANKPAGE,

NOTYOURCORPORATE

TEMPLATE."BRIANMASSEY,CONVERSIONSCIENTIST

ALandingPageMustOfferSomething

ALandingPageMustProvideaWaytoAct

"ALANDINGPAGEKEEPSA

PROMISEANDENTICESA

VISITORTOACT."BRIANMASSEY

ACompleteLandingPage

AddOnlytheFieldsYouNeed

Asyouaskformoreinformation,itmakesyourprospectslesscomfortable

completingtheform.Conversionrategoesdown,thoughqualitymaygoup.

LandingPageContamination:Abandon

Byaskingforpersonalinformation,youmakepeoplewanttoleavethepage,or

Abandonyou.

UseCopytoCounterAbandonment

Usecopyandimagestoaddressvisitorobjections.

ProofandTrustMaketheReactionStronger

THEONLYREASONTOPLACE

YOURLOGOONALANDING

PAGEISTOBUILDTRUST.BRIANMASSEY

ProofandTrustaretwocatalyststhathelpyourvisitorsfeelconfidentand

comfortablecompletingyourform.

BorrowTrustFrom...

RelevantImages:Showthe"Product"

Younowhavealandingpagethatshoulddeliveryouthesalesaorleadsyouneed.

Considertestingtheseelementstomakesureyouraudienceagreeswithus.

Youneedtoshowtheproduct,evenifwhatyou'resellingisaservice.

RENDERREPORTS,WHITE

PAPERS,GUIDESANDEBOOKS

ASPRINTEDMATERIAL.

Don'tletyourdesigneraddanything.Theironlyjobistousecolor,typeface,white

spaceandpositioningtomakethelandingpageeasytoconsume.

ALLOFTHEELEMENTS

FORAVIGOROUS

REACTION

Wearethemostmeasurableagencyyoucan

hire.Getafreestrategysessionwith

ConversionSciences

athttp://conversci.com/session

www.ConversionSciences.com

Createinf ographics

Copyright2013ConversionSciencesLLC.

ClientLogosCreditCardLogos

CertificationsAwards

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