the chemistry of a high-converting landing page
TRANSCRIPT
@bmassey © 2014-2016Conversion Sciences
The Chemistry of a
High-Converting
Landing Page with Live Critiques
Brian Massey, Conversion Scientist™
Conversion Sciences LLC
www.ConversionSciences.com
@bmassey © 2014-2016Conversion 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.
Founder of Conversion Sciences Website Optimizer Author Your Customer Creation Equation Lab Wear Fashion Model The Conversion Scientist Blog
Contact:
@bmassey © 2014-2016Conversion Sciences
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.
@bmassey © 2014-2016Conversion Sciences
We know something about these visitors.
@bmassey © 2014-2016Conversion Sciences
Components of a Landing Page
@bmassey © 2014-2016Conversion Sciences
The Basic Landing Page Reaction
+ Of Offer
Offer Fm Form
Form Lp
Landing Page
Landing Page
@bmassey © 2014-2016Conversion Sciences
The Simplest Landing Page
@bmassey © 2014-2016Conversion Sciences
Don’t Start with This
@bmassey © 2014-2016Conversion Sciences
@bmassey © 2014-2016Conversion Sciences
Of Offer
Offer Fm Form
Form
@bmassey © 2014-2016Conversion Sciences
Perhaps a Better Offer Than “Submit”
@bmassey © 2014-2016Conversion Sciences
@bmassey © 2014-2016Conversion Sciences
The Page Must Match the Ad
The Relevant Offer found on a Landing Page depends on where the visitors are
coming from.
Of Ad
Offer
Offer Of
Landing Page Offer
Offer
=
@bmassey © 2014-2016Conversion Sciences
Discounted Dollar Bills From the leader in Dollar resales. www.mint.gov
Discounted Dollar Bills 50% off of new US dollars from the leading reseller. www.mint.gov
A B
@bmassey © 2014-2016Conversion Sciences
Discounted Dollar Bills From the leader in Dollar resales. www.mint.gov
Discounted Dollar Bills 50% off of new US dollars from the leading reseller. www.mint.gov
A B
@bmassey © 2014-2016Conversion Sciences
Different Product Different Girl
No mention of Wonderland Collection
Colors Match
@bmassey © 2014-2016Conversion Sciences
Ask a Designer (But keep her away from our page)
@bmassey © 2014-2016Conversion Sciences
Discounted Dollar Bills 50% off of new US dollars from the leading reseller. www.mint.gov
Discounted Dollar Bills 50% off of new US dollars from the leading reseller. www.mint.gov
@bmassey © 2014-2016Conversion Sciences
Add Something That Helps the Business
@bmassey © 2014-2016Conversion Sciences
@bmassey © 2014-2016Conversion Sciences
@bmassey © 2014-2016Conversion Sciences
@bmassey © 2014-2016Conversion Sciences
Enter a “Friend’s” Credit Card Number
@bmassey © 2014-2016Conversion Sciences
@bmassey © 2014-2016Conversion Sciences
Ar Abandon
@bmassey © 2014-2016Conversion Sciences
Ar Abandon
@bmassey © 2014-2016Conversion Sciences
Ask the Copywriter
How can we overcome objections that may cause visitors
to abandon our landing page?
@bmassey © 2014-2016Conversion Sciences
@bmassey © 2014-2016Conversion Sciences
Build Some Trust
If your company or brand is known to the
visitors, make it prominent to build trust.
Tr Trust
@bmassey © 2014-2016Conversion Sciences
@bmassey © 2014-2016Conversion Sciences
@bmassey © 2014-2016Conversion Sciences
@bmassey © 2014-2016Conversion Sciences
@bmassey © 2014-2016Conversion Sciences
Provide Proof Pr Proof
@bmassey © 2014-2016Conversion Sciences
@bmassey © 2014-2016Conversion Sciences
13,040,343,961,001 Sold!
@bmassey © 2014-2016Conversion Sciences
Show the Product! I Image
@bmassey © 2014-2016Conversion Sciences
@bmassey © 2014-2016Conversion Sciences
Avoid Stock Images
SolarDirect.com
http://www.sxc.hu/profile/guitargoa
http://www.sxc.hu/profile/acerin
Business Porn
@bmassey © 2014-2016Conversion Sciences
Avoid Stock Images
SolarDirect.com
http://www.sxc.hu/profile/guitargoa
http://www.sxc.hu/profile/acerin
Business Porn
@bmassey © 2014-2016Conversion Sciences
We Can Tell Real People from Stock People
@bmassey © 2014-2016Conversion Sciences
Wait! The Call to Action needs to
POP
@bmassey © 2014-2016Conversion Sciences
@bmassey © 2014-2016Conversion Sciences
Get Your Discount Dollar Bills
@bmassey © 2014-2016Conversion Sciences
Get Your Discount Dollar Bills
@bmassey © 2014-2016Conversion Sciences
Get Your Discount Dollar Bills
@bmassey © 2014-2016Conversion Sciences
Now, let the designer move things
around.
@bmassey © 2014-2016Conversion Sciences
Get Your Discount Dollar Bills
@bmassey © 2014-2016Conversion Sciences
@bmassey © 2014-2016Conversion Sciences
The Highly Reactive Combination
+ Of Offer
Offer Fm Form
Form Lp
Landing Page
Landing Page
Pr Proof
Tr Trust
I Image
+ + +
Proof Trust Image
@bmassey © 2014-2016Conversion Sciences
This planner ensures all of the elements are
present for high-converting landing pages.
A Checklist for your
Landing Pages
http://conversci.com/LandingPageChecklist
@bmassey © 2014-2016Conversion Sciences
What’s Missing?
+ Of Offer
Offer Fm Form
Form Lp
Landing Page
Landing Page
Pr Proof
Tr Trust
I Image
+ + +
@bmassey © 2014-2016Conversion Sciences
Of Offer
Fm Form
Pr Proof
Tr Trust
I Image
Ar Abandon
@bmassey © 2014-2016Conversion Sciences
Of Offer
Fm Form
Pr Proof
Tr Trust
I Image
Ar Abandon
@bmassey © 2014-2016Conversion Sciences
Of Offer
Fm Form
Pr Proof
Tr Trust
I Image
Ar Abandon
@bmassey © 2014-2016Conversion Sciences
Of Offer
Fm Form
Pr Proof
Tr Trust
I Image
Ar Abandon
@bmassey © 2014-2016Conversion Sciences
Of Offer
Fm Form
Pr Proof
Tr Trust
I Image
Ar Abandon
http://mgid.com/advertisers
@bmassey © 2014-2016Conversion Sciences
Of Offer
Fm Form
Pr Proof
Tr Trust
I Image
Ar Abandon
Amazing Arrow, Too many distractions
@bmassey © 2014-2016Conversion Sciences
Of Offer
Fm Form
Pr Proof
Tr Trust
I Image
Ar Abandon
It’s OK to ask for action more than once.
@bmassey © 2014-2016Conversion Sciences
Of Offer
Fm Form
Pr Proof
Tr Trust
I Image
Ar Abandon
Take as much room as you need and no more.
@bmassey © 2014-2016Conversion Sciences
Of Offer
Fm Form
Pr Proof
Tr Trust
I Image
Ar Abandon
Don’t forget the dripping pan
@bmassey © 2014-2016Conversion Sciences
Of Offer
Fm Form
Pr Proof
Tr Trust
I Image
Ar Abandon
Do these images really advance the value proposition?
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