the chemistry of the landing page with live critiques
TRANSCRIPT
@bmassey © 2014-2016 Conversion Sciences
The Chemistry of the Landing Pagewith Live Critiques
Brian Massey, Conversion Scientist™
Conversion Sciences LLCwww.ConversionSciences.com
@bmassey © 2014-2016 Conversion Sciences
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.
@bmassey
Brian Massey, Conversion Scientist
Founder of Conversion SciencesWebsite OptimizerAuthor Your Customer Creation EquationLab Wear Fashion Model
The Conversion Scientist BlogConversionSciences.com/blog/Contact:[email protected]
@bmassey © 2014-2016 Conversion Sciences
Free Critique of Your Landing PageWrite it on a Business Card and bring it up.
@bmassey © 2014-2016 Conversion Sciences
What is a Landing PageA single-minded page dead set on keeping the promise made by an ad, link or email and on getting the visitor to take action.
@bmassey © 2014-2016 Conversion Sciences
Components of a Landing Page
@bmassey © 2014-2016 Conversion Sciences
The Basic Landing Page Reaction
+OfOffer
Offer
FmForm
FormLp
Landing PageLanding Page
@bmassey © 2014-2016 Conversion Sciences
The Simplest Landing Page
@bmassey © 2014-2016 Conversion Sciences
Don’t Start with This
@bmassey © 2014-2016 Conversion Sciences
OfOffer
Offer
FmForm
Form
@bmassey © 2014-2016 Conversion Sciences
Perhaps a Better Offer Than “Submit”
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
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=
@bmassey © 2014-2016 Conversion Sciences
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
@bmassey © 2014-2016 Conversion Sciences
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
@bmassey © 2014-2016 Conversion Sciences
Ask a Designer(But keep her away from our page)
@bmassey © 2014-2016 Conversion Sciences
Discounted Dollar Bills50% off of new US dollarsfrom the leading reseller.www.mint.gov
@bmassey © 2014-2016 Conversion Sciences
Discounted Dollar Bills50% off of new US dollarsfrom the leading reseller.www.mint.gov
@bmassey © 2014-2016 Conversion Sciences
Add Something That Helps the Business
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
Enter a “Friend’s” Credit Card Number
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
ArAbandon
@bmassey © 2014-2016 Conversion Sciences
ArAbandon
@bmassey © 2014-2016 Conversion Sciences
Ask the CopywriterHow can we overcome objections that may cause visitors
to abandon our landing page?
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
Build Some TrustIf your company or brand is known to the
visitors, make it prominent to build trust.
TrTrust
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
Provide Proof
PrProof
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
13,040,343,961,001 Sold!
@bmassey © 2014-2016 Conversion Sciences
Show the Product!
IImage
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
Avoid Stock Images
SolarDirect.com
http://www.sxc.hu/profile/guitargoa
http://www.sxc.hu/profile/acerin
Business Porn
@bmassey © 2014-2016 Conversion Sciences
Avoid Stock Images
SolarDirect.com
http://www.sxc.hu/profile/guitargoa
http://www.sxc.hu/profile/acerin
Business Porn
@bmassey © 2014-2016 Conversion Sciences
Wait! The Call to Action needs to POP
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
Get Your Discount Dollar Bills
@bmassey © 2014-2016 Conversion Sciences
Get Your Discount Dollar Bills
@bmassey © 2014-2016 Conversion Sciences
Get Your Discount Dollar Bills
@bmassey © 2014-2016 Conversion Sciences
Now, let the designer move things around.
@bmassey © 2014-2016 Conversion Sciences
Get Your Discount Dollar Bills
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
The Highly Reactive Combination
+OfOffer
Offer
FmForm
FormLp
Landing PageLanding Page
PrProof
TrTrust
IImage
+ + +Proof Trust Image
@bmassey © 2014-2016 Conversion Sciences
This planner ensures all of the elements are present for high-converting landing pages.
A Checklist for yourLanding Pages
http://conversci.com/LandingPageChecklist
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Examples
@bmassey © 2014-2016 Conversion Sciences
http://landing.udemy.com/body-language/
@bmassey © 2014-2016 Conversion Sciences
http://landing.udemy.com/body-language/
@bmassey © 2014-2016 Conversion Sciences
http://landing.udemy.com/body-language/
@bmassey © 2014-2016 Conversion Sciences
http://landing.udemy.com/body-language/
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
http://ww2.jive.com/voip-review/au.html
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
http://www.specialtystoreservices.com/productdetails.aspx?productid=20968&group=&img=90054.jpg
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
http://www.open.ac.uk/courses/choose/ppcmba
Business Porn
@bmassey © 2014-2016 Conversion Sciences
Parallax Parallasys
@bmassey © 2014-2016 Conversion Sciences
Reminds us of…
@bmassey © 2014-2016 Conversion Sciences
What’s Missing?
+OfOffer
Offer
FmForm
FormLp
Landing PageLanding Page
PrProof
TrTrust
IImage
+ + +
@bmassey © 2014-2016 Conversion Sciences
This planner ensures all of the elements are present for high-converting landing pages.
A Checklist for yourLanding Pages
http://conversci.com/LandingPageChecklist
@bmassey
Get a free Consultation atwww.ConversionSciences.com
Contact:[email protected]
Brian Massey, Conversion Scientist