lander academy: brian massey's unexpected formulas
Post on 18-Oct-2014
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DESCRIPTION
On September 28th, Lander launched its Academy with a special free webinar featuring Brian Massey, the Conversion Scientist. In a 60-minute session, Brian gave the audience amazing tips on how to generate more leads, sales and conversions as well as when and why to invest in email, landing pages, content, blog and social media. Visit blog.landerapp.com for more tips on conversion optimization.TRANSCRIPT
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Website Formulasof the Conversion Scientist™
Brian MasseyConversion Sciences, LLC
Tweet Something@bmassey
Unexpected
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Expect the Unexpected
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
What You Will Learn
18 concepts that will shake the very foundations of your idea of a website
18 ways to make your website more successful
18 ways to piss off your competitors
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@bmassey
Conversion ScientistFounder of Conversion SciencesConsultantNational SpeakerAuthor Your Customer Creation EquationLabwear Fashion Model
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@bmassey
Don’t Think. Know.Training
Conversion Catalyst ConsultingPPC Landing Page Optimization
Video that ConvertsAnalytics
Visitor PersonasFeared by Competitors Across the Internet
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@bmassey
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Please Put On Your Safety Goggles
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Your opinion doesn’t matter.
http://www.sxc.hu/profile/silegl69
1
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Boosted Sales by 30%
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Your visitors don’t care about your company or your products.2
http://www.flickr.com/photos/proimos/
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Don’t “We” “We” all over yourself.
http://www.sxc.hu/profile/TWS
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Now through a single, unified user interface, design, order, provision and control cloud services with the ability to modify decisions as
needed to ensure the satisfaction of your IT goals. This is the new IT.
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Your visitors will tell you exactly what to do.3
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Start Your Conversion Lab
www.MyConversionLab.com
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Conversion is about more than landing pages, buttons, forms, and shopping carts.4
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Every click is a promise that you must keep.5
http://www.flickr.com/photos/marksetchell/
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Every change is an experiment.6
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Every change is an experiment.6
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Specifics are the hallmark of conversion.7
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24%More leads
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Avoid Business Porn.8
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Who are we really talking to?
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Get Creative with Images
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Market research is a collection of hypotheses, not answers.9
http://www.sxc.hu/profile/Gastonmag
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10Don’t send your store-bought traffic to social networks.
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11The most important part of a design is the dollars it generates.
http://www.sxc.hu/profile/gravityx9
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12Store the attention you’ve paid for and use it again and again.
http://www.sxc.hu/profile/Marzie
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http://www.sxc.hu/profile/Marzie
Customer BatteriesSubscriber BatteriesSocial BatteriesMobile Batteries
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13The most valuable use of a blog is as a content source.
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Create a Blogcano
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14Start at the end when designing your landing pages.
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50% Off US Dollar Bills from the Leader in Dollar Resales
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50% Off US Dollar Bills from the Leader in Dollar Resales
Enter Your Credit Card Number
Your Name
Your Address
Your Security Code
The Expiration Date
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15Sometimes it’s okay—even preferable—if visitors abandon you.
http://www.flickr.com/photos/ironrodart/4265327611/sizes/o/in/photostream/
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Good Abandon vs. Bad Abandon
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Shipping and handling costs were too high.
BAD
Forrester Research, May 2010, Understanding Shopping Cart Abandonment
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The shopper wasn’t ready to purchase the product
GOOD
Forrester Research, May 2010, Understanding Shopping Cart Abandonment
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The shopper wanted to compare prices on other sites.
GOOD
Forrester Research, May 2010, Understanding Shopping Cart Abandonment
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Product price was higher than the shopper was willing to pay.
BAD
Forrester Research, May 2010, Understanding Shopping Cart Abandonment
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The shopper just wanted to save products in his cart for later consideration.
GOOD
Forrester Research, May 2010, Understanding Shopping Cart Abandonment
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Retargeting and Remarketing
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16Email is the biggest social network on the planet—bigger and more effective even than Facebook.
Reply to All
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17
The job of your home page is to get people off of your home page.
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18You will find your own surprises as you continue on this journey.
http://www.sxc.hu/profile/mokra
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www.CustomerCreationEquation.com
Learn how to apply• Your Conversion Lab• Marketing Batteries• Visitor Tripwires• Blogs that Erupt• Backwards Landing Pages• Checkout Cholesterol• Social Homing Beacons