The Chemistry of a High-Converting Landing Page

The Chemistry of a

High-Converting

Landing Page with Live Critiques

Brian Massey, Conversion Scientist™

Conversion Sciences LLC

www.ConversionSciences.com

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:

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.

We know something about these visitors.

Components of a Landing Page

The Basic Landing Page Reaction

+ Of Offer

Offer Fm Form

Form Lp

Landing Page

The Simplest Landing Page

Don’t Start with This

Of Offer

Offer Fm Form

Perhaps a Better Offer Than “Submit”

The Page Must Match the Ad

The Relevant Offer found on a Landing Page depends on where the visitors are

coming from.

Offer Of

Landing Page Offer

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

Discounted Dollar Bills From the leader in Dollar resales. www.mint.gov

Different Product Different Girl

No mention of Wonderland Collection

Colors Match

Ask a Designer (But keep her away from our page)

Add Something That Helps the Business

Enter a “Friend’s” Credit Card Number

Ar Abandon

Ask the Copywriter

How can we overcome objections that may cause visitors

to abandon our landing page?

Build Some Trust

If your company or brand is known to the

visitors, make it prominent to build trust.

Tr Trust

Provide Proof Pr Proof

13,040,343,961,001 Sold!

Show the Product! I Image

Avoid Stock Images

SolarDirect.com

http://www.sxc.hu/profile/guitargoa

http://www.sxc.hu/profile/acerin

Business Porn

Avoid Stock Images

SolarDirect.com

http://www.sxc.hu/profile/guitargoa

http://www.sxc.hu/profile/acerin

Business Porn

We Can Tell Real People from Stock People

Wait! The Call to Action needs to

Get Your Discount Dollar Bills

Now, let the designer move things

around.

The Highly Reactive Combination

+ Of Offer

Offer Fm Form

Form Lp

Landing Page

Pr Proof

Tr Trust

I Image

Proof Trust Image

This planner ensures all of the elements are

present for high-converting landing pages.

A Checklist for your

Landing Pages

http://conversci.com/LandingPageChecklist

What’s Missing?

+ Of Offer

Offer Fm Form

Form Lp

Landing Page

Pr Proof

Tr Trust

I Image

Of Offer

Fm Form

Pr Proof

Tr Trust

I Image

Ar Abandon

Of Offer

Fm Form

Pr Proof

Tr Trust

I Image

Ar Abandon

Of Offer

Fm Form

Pr Proof

Tr Trust

I Image

Ar Abandon

Of Offer

Fm Form

Pr Proof

Tr Trust

I Image

Ar Abandon

Of Offer

Fm Form

Pr Proof

Tr Trust

I Image

Ar Abandon

http://mgid.com/advertisers

Of Offer

Fm Form

Pr Proof

Tr Trust

I Image

Ar Abandon

Amazing Arrow, Too many distractions

Of Offer

Fm Form

Pr Proof

Tr Trust

I Image

Ar Abandon

It’s OK to ask for action more than once.

Of Offer

Fm Form

Pr Proof

Tr Trust

I Image

Ar Abandon

Take as much room as you need and no more.

Of Offer

Fm Form

Pr Proof

Tr Trust

I Image

Ar Abandon

Don’t forget the dripping pan

Of Offer

Fm Form

Pr Proof

Tr Trust

I Image

Ar Abandon

Do these images really advance the value proposition?

Get a free Consultation at

Contact:

The Chemistry of a High-Converting Landing Page

Marketing

Transcript of The Chemistry of a High-Converting Landing Page

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