The Chemistry of a High-Converting Landing Page
Transcript of The Chemistry of a High-Converting Landing Page
![Page 1: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/1.jpg)
@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
![Page 2: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/2.jpg)
@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.
![Page 3: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/3.jpg)
Founder of Conversion Sciences Website Optimizer Author Your Customer Creation Equation Lab Wear Fashion Model The Conversion Scientist Blog
Contact:
![Page 4: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/4.jpg)
@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.
![Page 5: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/5.jpg)
@bmassey © 2014-2016Conversion Sciences
We know something about these visitors.
![Page 6: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/6.jpg)
@bmassey © 2014-2016Conversion Sciences
Components of a Landing Page
![Page 7: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/7.jpg)
@bmassey © 2014-2016Conversion Sciences
The Basic Landing Page Reaction
+ Of Offer
Offer Fm Form
Form Lp
Landing Page
Landing Page
![Page 8: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/8.jpg)
@bmassey © 2014-2016Conversion Sciences
The Simplest Landing Page
![Page 9: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/9.jpg)
@bmassey © 2014-2016Conversion Sciences
Don’t Start with This
![Page 10: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/10.jpg)
@bmassey © 2014-2016Conversion Sciences
![Page 11: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/11.jpg)
@bmassey © 2014-2016Conversion Sciences
Of Offer
Offer Fm Form
Form
![Page 12: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/12.jpg)
@bmassey © 2014-2016Conversion Sciences
Perhaps a Better Offer Than “Submit”
![Page 13: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/13.jpg)
@bmassey © 2014-2016Conversion Sciences
![Page 14: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/14.jpg)
@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
=
![Page 15: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/15.jpg)
@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
![Page 16: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/16.jpg)
@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
![Page 17: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/17.jpg)
@bmassey © 2014-2016Conversion Sciences
Different Product Different Girl
No mention of Wonderland Collection
Colors Match
![Page 18: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/18.jpg)
@bmassey © 2014-2016Conversion Sciences
Ask a Designer (But keep her away from our page)
![Page 19: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/19.jpg)
@bmassey © 2014-2016Conversion Sciences
Discounted Dollar Bills 50% off of new US dollars from the leading reseller. www.mint.gov
![Page 20: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/20.jpg)
Discounted Dollar Bills 50% off of new US dollars from the leading reseller. www.mint.gov
![Page 21: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/21.jpg)
@bmassey © 2014-2016Conversion Sciences
Add Something That Helps the Business
![Page 22: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/22.jpg)
@bmassey © 2014-2016Conversion Sciences
![Page 23: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/23.jpg)
@bmassey © 2014-2016Conversion Sciences
![Page 24: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/24.jpg)
@bmassey © 2014-2016Conversion Sciences
![Page 25: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/25.jpg)
@bmassey © 2014-2016Conversion Sciences
Enter a “Friend’s” Credit Card Number
![Page 26: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/26.jpg)
@bmassey © 2014-2016Conversion Sciences
![Page 27: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/27.jpg)
@bmassey © 2014-2016Conversion Sciences
Ar Abandon
![Page 28: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/28.jpg)
@bmassey © 2014-2016Conversion Sciences
Ar Abandon
![Page 29: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/29.jpg)
@bmassey © 2014-2016Conversion Sciences
Ask the Copywriter
How can we overcome objections that may cause visitors
to abandon our landing page?
![Page 30: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/30.jpg)
@bmassey © 2014-2016Conversion Sciences
![Page 31: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/31.jpg)
@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
![Page 32: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/32.jpg)
@bmassey © 2014-2016Conversion Sciences
![Page 33: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/33.jpg)
@bmassey © 2014-2016Conversion Sciences
![Page 34: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/34.jpg)
@bmassey © 2014-2016Conversion Sciences
![Page 35: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/35.jpg)
@bmassey © 2014-2016Conversion Sciences
![Page 36: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/36.jpg)
@bmassey © 2014-2016Conversion Sciences
Provide Proof Pr Proof
![Page 37: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/37.jpg)
@bmassey © 2014-2016Conversion Sciences
![Page 38: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/38.jpg)
@bmassey © 2014-2016Conversion Sciences
13,040,343,961,001 Sold!
![Page 39: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/39.jpg)
@bmassey © 2014-2016Conversion Sciences
Show the Product! I Image
![Page 40: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/40.jpg)
@bmassey © 2014-2016Conversion Sciences
![Page 41: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/41.jpg)
@bmassey © 2014-2016Conversion Sciences
Avoid Stock Images
SolarDirect.com
http://www.sxc.hu/profile/guitargoa
http://www.sxc.hu/profile/acerin
Business Porn
![Page 42: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/42.jpg)
@bmassey © 2014-2016Conversion Sciences
Avoid Stock Images
SolarDirect.com
http://www.sxc.hu/profile/guitargoa
http://www.sxc.hu/profile/acerin
Business Porn
![Page 43: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/43.jpg)
@bmassey © 2014-2016Conversion Sciences
We Can Tell Real People from Stock People
![Page 44: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/44.jpg)
@bmassey © 2014-2016Conversion Sciences
Wait! The Call to Action needs to
POP
![Page 45: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/45.jpg)
@bmassey © 2014-2016Conversion Sciences
![Page 46: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/46.jpg)
@bmassey © 2014-2016Conversion Sciences
Get Your Discount Dollar Bills
![Page 47: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/47.jpg)
@bmassey © 2014-2016Conversion Sciences
Get Your Discount Dollar Bills
![Page 48: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/48.jpg)
@bmassey © 2014-2016Conversion Sciences
Get Your Discount Dollar Bills
![Page 49: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/49.jpg)
@bmassey © 2014-2016Conversion Sciences
Now, let the designer move things
around.
![Page 50: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/50.jpg)
@bmassey © 2014-2016Conversion Sciences
Get Your Discount Dollar Bills
![Page 51: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/51.jpg)
@bmassey © 2014-2016Conversion Sciences
![Page 52: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/52.jpg)
@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
![Page 53: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/53.jpg)
@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
![Page 54: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/54.jpg)
![Page 55: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/55.jpg)
@bmassey © 2014-2016Conversion Sciences
What’s Missing?
+ Of Offer
Offer Fm Form
Form Lp
Landing Page
Landing Page
Pr Proof
Tr Trust
I Image
+ + +
![Page 56: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/56.jpg)
@bmassey © 2014-2016Conversion Sciences
Of Offer
Fm Form
Pr Proof
Tr Trust
I Image
Ar Abandon
![Page 57: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/57.jpg)
@bmassey © 2014-2016Conversion Sciences
Of Offer
Fm Form
Pr Proof
Tr Trust
I Image
Ar Abandon
![Page 58: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/58.jpg)
@bmassey © 2014-2016Conversion Sciences
Of Offer
Fm Form
Pr Proof
Tr Trust
I Image
Ar Abandon
![Page 59: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/59.jpg)
@bmassey © 2014-2016Conversion Sciences
Of Offer
Fm Form
Pr Proof
Tr Trust
I Image
Ar Abandon
![Page 60: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/60.jpg)
@bmassey © 2014-2016Conversion Sciences
Of Offer
Fm Form
Pr Proof
Tr Trust
I Image
Ar Abandon
http://mgid.com/advertisers
![Page 61: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/61.jpg)
@bmassey © 2014-2016Conversion Sciences
Of Offer
Fm Form
Pr Proof
Tr Trust
I Image
Ar Abandon
Amazing Arrow, Too many distractions
![Page 62: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/62.jpg)
@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.
![Page 63: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/63.jpg)
@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.
![Page 64: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/64.jpg)
@bmassey © 2014-2016Conversion Sciences
Of Offer
Fm Form
Pr Proof
Tr Trust
I Image
Ar Abandon
Don’t forget the dripping pan
![Page 65: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/65.jpg)
@bmassey © 2014-2016Conversion Sciences
Of Offer
Fm Form
Pr Proof
Tr Trust
I Image
Ar Abandon
Do these images really advance the value proposition?
![Page 66: The Chemistry of a High-Converting Landing Page](https://reader036.fdocuments.us/reader036/viewer/2022062600/58ee016b1a28abd92c8b462b/html5/thumbnails/66.jpg)
Get a free Consultation at
Contact: