the chemistry of the landing page - brian massey, the conversion scientist, at business of software...
DESCRIPTION
Presented at Business of Software Conference 2014. Brian Massey (The Conversion Scientist) talks about the chemistry of the perfect landing page and simple actions you can take to improve conversions from your landing page. A must watch for anyone involved in digital marketingTRANSCRIPT
@bmassey
The Chemistry of the Landing PageWith Live Critiques
by Brian Massey
@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.
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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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OfOffer
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Components of a Landing Page
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The Basic Landing Page Reaction
+OfOffer
OfferFmForm
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Landing Page
Landing Page
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The Simplest Landing Page
Don’t Start with This
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
=
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
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)
Discounted Dollar Bills50% off of new US dollarsfrom the leading reseller.www.mint.gov
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Add Something That Helps the Business
Enter a “Friend’s” Credit Card Number
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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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Show the Product!IImage
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Business Porn?
SolarDirect.com
http://www.sxc.hu/profile/guitargoa
http://www.sxc.hu/profile/acerin
@bmassey
Business Porn?
SolarDirect.com
http://www.sxc.hu/profile/guitargoa
http://www.sxc.hu/profile/acerin
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Wait! The Call to Action needs to
POP
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Now, let the designer move things
around.
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The Highly Reactive Combination
+OfOffer
OfferFmForm
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Landing Page
Landing Page
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+ + +
Proof Trust Image
The Conversion Scientist Blog
Contact:
@bmassey
What’s Missing?
+OfOffer
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Landing Page
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+ + +
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Growth Hacking Tools
Split Testing Tools Click and Scroll Tracking(Heatmap)
www.MyConversionLab.com
1998
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http://www.zed-systems.com/ No testing. No click tracking. No Analytics.
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http://www.inflowinventory.com/ No Testing. No Click tracking
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OfOffer
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http://www.inflowinventory.com/ No Testing. No Click tracking
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OfOffer
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http://jadu.netNo Split TestingNo Click Tracking
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OfOffer
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https://classflow.com/No Testing. No Clicktracking
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https://classflow.com/No Testing. No Clicktracking
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Great place to repeat the offer.
Mobile Users “bounce” at the bottom of the page.
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http://www.entrancesoftware.com/energy-software-outlook/ CrazyEgg Click Tracking
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http://http://nichevid.com/register/ No testing or click tracning software
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http://mobiscroll.com/pricing Optimizely. No click tracning software
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http://www.nicelabel.com/downloads/nicelabel-powerforms-desktopNo Testing or Click Tracking
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https://www.bigcommerce.com/ No Testing or Click Tracking
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http://www.priceintelligently.com/contact-saas-pricing-experts-pricing-page-rebuild No Testing or Click tracking
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404 Pages are Important, but you shouldn’t point call to action buttons there.
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https://strategyzer.com/academy/course/business-models-that-work-and-value-propositions-that-sell/
Visual Website OptimizerAndCrazyEgg!
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https://www.ableton.com/en/push/No TestingCrazyEgg Click Tracking
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https://my.onediary.com/sign-up/home?account_created=true No Testing or Click Tracking
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http://www.sitescout.com/rtb/ No Testing, CrazeEgg Click Tracking
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