Landing Page Optimization Week 4. Week 2: Review Factors That Affect Conversion Testing Concepts...
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Landing Page Optimization
Week 4
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Week 2: Review
• Factors That Affect Conversion• Testing Concepts • Forming Testing Goals (Tips)• Designing Your Test• The Hierarchy of Optimization• More Testing Strategies
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Week 3: You’ll Learn
• Landing Page Optimization• 3 Types of Landing Pages• 9 Main Landing Page Elements• The Art of Pre-selling• 5 Dimensions • FUDs • Landing Page: Case Study• Action Plan
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CRO is All About…
• Understanding what motivates people • It’s about WHY, not WHAT. • What’s holding them back from taking the
desired action?• Understand what elements drive people to
make decisions
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What’s a Landing Page?
“The specific webpage a user is sent to when they click on a link” - thehoneypotbook.com
“The first page that a visitor lands on as a result of a traffic acquisition activity. It can be a stand-alone page, a page of a microsite, or a page on the company's main website.” - guidetowebanalytics.com
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Traffic Sources
• Search Engine• Banner Ad• Email shot• PPC ad• Social Media• Offline ads
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Begin With the End in Mind
Ask:
“What is the Purpose of your landing page?”
“Which pages of your site are absolutely crucial?”
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Before You Optimize…
• Browser compatible • Mobile compatible• Popular resolutions• What falls behind or above the fold • If there are more info below the fold, is it
obvious? (does it make viewers scroll)
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Apply the Conversion Trinity
$$
Relevance
Value
CTA
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3 TYPES OF LANDING PAGES
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#1. Sales Page
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#2. Lead Generation Page
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#3. More Info Page
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The Art of the Pre-sell
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Example of Pre-selling
Blog Article
Webinar
Landing Page
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9 Main Landing Page Sections
1. Logo 2. Headline3. Offer4. Descriptive Copy 5. Product/Service Presentation6. Calls to Action7. Confidence Building8. Links to More Info9. Template Elements
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5 Dimensions
1. Relevance2. Quality 3. Layout / location4. Proximity 5. Prominence
Source: Market Motive
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Relevance: Grab Attention
• Test how you reinforce scent • Test engaging People’s senses in your
Headlines • Test making a claim by using a remarkable
example • Test the formatting of your headlines • Test writing your headlines as a before & after
claim
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Location/Layout
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Proximity
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Prominence
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FUDs
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What They Are Thinking
• What if I don’t?• Will this service give me the results I am
looking for?• Is this worth the investment?• Is my information safe?
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Perceived Risks
• Price• Anxiety • Confidence
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How To Deal with FUDs
• Investigate• Give more Information (e.g., Buyer’s Guide)• Give Valuable Info (e.g, Comparison Table)• Make an Irresistible Offer • Provide Warranties/ Guarantees• Get out of your Perspective • Offer Incentives!
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Incentives
• Lower prices and greater savings• Freebies• Buy one, get one free opportunities• Product bundling• Bonuses
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CASE STUDY
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Action Plan
• Apply the Conversion Trinity to 2 of your Landing Pages
• Add missing elements to your Landing page (if applicable)
• Use the 5 Dimensions to improve each element in your landing page
• List ways to mitigate FUDs