10 Rules for Landing Page Copy That Converts
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Transcript of 10 Rules for Landing Page Copy That Converts
Ian LurieCEO
Portent Inc.
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Ryan EngleyUnbounce Director of
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10 Rules for Landing Page Copy That Converts
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Ian LurieCEOPortent Inc.
@portentint
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10 RULES FOR LANDING PAGE COPY THAT CONVERTS
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10 Rules for Landing Page Copy That Converts
THE SHORT PITCH…
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10 Rules for Landing Page Copy That Converts
used to be…
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10 Rules for Landing Page Copy That Converts
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10 Rules for Landing Page Copy That Converts
…but now it’s LANDING PAGES
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10 Rules for Landing Page Copy That Converts
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10 Rules for Landing Page Copy That Converts
R.O.T.I.
(that’s Return On Time Invested)
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10 Rules for Landing Page Copy That Converts
LANDING
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10 Rules for Landing Page Copy That Converts
READING
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10 Rules for Landing Page Copy That Converts
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10 Rules for Landing Page Copy That Converts
THE PAGE IS THEPRODUCT
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10 Rules for Landing Page Copy That Converts
SO SELL IT
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10 Rules for Landing Page Copy That Converts
“Buy our stuff! It rocks!”
why should I care? there’s no ROTI
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10 Rules for Landing Page Copy That Converts
“Our widgets are better. Learn why.”
why should I care? there’s no ROTI
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10 Rules for Landing Page Copy That Converts
“A lighter, stronger widget will improve your profit and decrease maintenance lifecycles”
now I care
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10 Rules for Landing Page Copy That Converts
PLAGUE WORDS
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10 Rules for Landing Page Copy That Converts
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10 Rules for Landing Page Copy That Converts
Our product provides the added bonus of superior strength.
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10 Rules for Landing Page Copy That Converts
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10 Rules for Landing Page Copy That Converts
The end result is superior safety.
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10 Rules for Landing Page Copy That Converts
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10 Rules for Landing Page Copy That Converts
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10 Rules for Landing Page Copy That Converts
It’s totally unique.
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10 Rules for Landing Page Copy That Converts
SOCIAL PROOF
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10 Rules for Landing Page Copy That Converts
Not likely
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10 Rules for Landing Page Copy That Converts
Endorsements
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10 Rules for Landing Page Copy That Converts
Endorsements
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10 Rules for Landing Page Copy That Converts
Endorsements?
what if no one agrees?
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10 Rules for Landing Page Copy That Converts
Ah-HAH!
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10 Rules for Landing Page Copy That Converts
“4500 current subscribers”
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10 Rules for Landing Page Copy That Converts
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10 Rules for Landing Page Copy That Converts
TALK TO ME
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10 Rules for Landing Page Copy That Converts
“Our clients see higher conversions”
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10 Rules for Landing Page Copy That Converts
“You’ll see higher conversions. Our clients…”
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10 Rules for Landing Page Copy That Converts
“Jonathan Abernathy saves money”
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10 Rules for Landing Page Copy That Converts
“You’ll save money”
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10 Rules for Landing Page Copy That Converts
Outperforms by 10% w/ 98% confidence
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10 Rules for Landing Page Copy That Converts
10TH GRADE READING LEVEL
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10 Rules for Landing Page Copy That Converts
"10 gigabytes of RAM plus the new Incredifast Processor running at 250mhz makes our phone the best-benchmarked available."
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10 Rules for Landing Page Copy That Converts
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10 Rules for Landing Page Copy That Converts
“A faster processor and 10 gigabytes of RAM put our phone’s performance ahead of the pack.”
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10 Rules for Landing Page Copy That Converts
Readability-score.com
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10 Rules for Landing Page Copy That Converts
NO DATA ON THIS ONE
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10 Rules for Landing Page Copy That Converts
BUT…
http://nces.ed.gov/naal/kf_demographics.asp
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10 Rules for Landing Page Copy That Converts
THAT’S AVERAGE
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10 Rules for Landing Page Copy That Converts
THE BLANK SHEET OF PAPER TEST
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10 Rules for Landing Page Copy That Converts
When written on a blank sheet of paper, your headline or hero copy make sense to a complete stranger.
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10 Rules for Landing Page Copy That Converts
Supreme Court Tries Sodomy
probably not
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10 Rules for Landing Page Copy That Converts
Supreme Court Tries Sodomy Case
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10 Rules for Landing Page Copy That Converts
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10 Rules for Landing Page Copy That Converts
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10 Rules for Landing Page Copy That Converts
“ADT Small Business Security Systems”
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10 Rules for Landing Page Copy That Converts
“Lighter. Stronger. The H1.”
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10 Rules for Landing Page Copy That Converts
“Lighter. Stronger. The H1 Cycling Helmet.”
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10 Rules for Landing Page Copy That Converts
SWING FOR THE FENCES
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10 Rules for Landing Page Copy That Converts
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10 Rules for Landing Page Copy That Converts
yeah baby!
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10 Rules for Landing Page Copy That Converts
don’t take my word for it
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10 Rules for Landing Page Copy That Converts
“Don’t bunt. Aim out of the ball park.”
David Ogilvy
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10 Rules for Landing Page Copy That Converts
REPEAT THE OFFER
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10 Rules for Landing Page Copy That Converts
offer
offer
offer
+50%
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10 Rules for Landing Page Copy That Converts
offer
offer
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10 Rules for Landing Page Copy That Converts
FORGET THE FOLD
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10 Rules for Landing Page Copy That Converts
*'''Beschreibung''': 3 Tastenmaus von Microsoft *'''Fotograf''': Darkone, 22. Juli 2005
this is a scroll wheel
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10 Rules for Landing Page Copy That Converts
304% lift
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10 Rules for Landing Page Copy That Converts
APPLY THE BREAKS
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10 Rules for Landing Page Copy That Converts
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10 Rules for Landing Page Copy That Converts
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10 Rules for Landing Page Copy That Converts
BONUS
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10 Rules for Landing Page Copy That Converts
THERE IS NOCHECKLIST
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10 Rules for Landing Page Copy That Converts
WRITE FOR ROTI
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