@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.

@bmassey

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.

@bmassey

OfOffer

FmForm

PrProof

TrTrust

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OfOffer

FmForm

PrProof

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Components of a Landing Page

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The Basic Landing Page Reaction

+OfOffer

OfferFmForm

FormLp

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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@bmassey

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.

@bmassey

The Highly Reactive Combination

+OfOffer

OfferFmForm

FormLp

Landing Page

Landing Page

PrProof

TrTrust

IImage

+ + +

Proof Trust Image

The Conversion Scientist Blog

Contact:

@bmassey

What’s Missing?

+OfOffer

OfferFmForm

FormLp

Landing Page

Landing Page

PrProof

TrTrust

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+ + +

@bmassey

Growth Hacking Tools

Split Testing Tools Click and Scroll Tracking(Heatmap)

www.MyConversionLab.com

1998

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OfOffer

FmForm

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http://www.zed-systems.com/ No testing. No click tracking. No Analytics.

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OfOffer

FmForm

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http://www.inflowinventory.com/ No Testing. No Click tracking

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OfOffer

FmForm

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http://www.inflowinventory.com/ No Testing. No Click tracking

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OfOffer

FmForm

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http://jadu.netNo Split TestingNo Click Tracking

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OfOffer

FmForm

PrProof

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OfOffer

FmForm

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https://classflow.com/No Testing. No Clicktracking

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OfOffer

FmForm

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https://classflow.com/No Testing. No Clicktracking

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OfOffer

FmForm

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OfOffer

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Great place to repeat the offer.

Mobile Users “bounce” at the bottom of the page.

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OfOffer

FmForm

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http://balsamiq.com

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OfOffer

FmForm

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OfOffer

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OfOffer

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http://www.entrancesoftware.com/energy-software-outlook/ CrazyEgg Click Tracking

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OfOffer

FmForm

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http://http://nichevid.com/register/ No testing or click tracning software

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OfOffer

FmForm

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http://mobiscroll.com/pricing Optimizely. No click tracning software

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OfOffer

FmForm

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OfOffer

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http://www.nicelabel.com/downloads/nicelabel-powerforms-desktopNo Testing or Click Tracking

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OfOffer

FmForm

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https://www.bigcommerce.com/ No Testing or Click Tracking

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OfOffer

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http://www.priceintelligently.com/contact-saas-pricing-experts-pricing-page-rebuild No Testing or Click tracking

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OfOffer

FmForm

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404 Pages are Important, but you shouldn’t point call to action buttons there.

@bmassey

OfOffer

FmForm

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https://strategyzer.com/academy/course/business-models-that-work-and-value-propositions-that-sell/

Visual Website OptimizerAndCrazyEgg!

@bmassey

OfOffer

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OfOffer

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https://www.ableton.com/en/push/No TestingCrazyEgg Click Tracking

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OfOffer

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https://my.onediary.com/sign-up/home?account_created=true No Testing or Click Tracking

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OfOffer

FmForm

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http://www.sitescout.com/rtb/ No Testing, CrazeEgg Click Tracking

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OfOffer

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OfOffer

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