The Chemistry of the Landing Page - Brian Massey, The Conversion Scientist, at Business of Software 2014

@bmassey
The Chemistry of the Landing Page
With 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.

@bmassey
We know something about these visitors.

@bmassey
Of
Offer
Fm
Form
Pr
Proof
Tr
Trust
I
Image
Ar
Abandon

@bmassey
Components of a Landing Page

@bmassey
The Basic Landing Page Reaction
+
Of
Offer
Offer
Fm
Form
Form
Lp
Landing Page
Landing Page

@bmassey
The Simplest Landing Page

Of
Offer
Offer
Fm
Form
Form

@bmassey
Perhaps a Better Offer Than “Submit”

@bmassey
The Page Must Match the Ad
The Relevant Offerfound on a Landing Page depends on where the visitors are coming from.
Of
Ad Offer
Offer
Of
Landing PageOffer
Offer
=

Discounted Dollar Bills
From the leader in
Dollar resales.
www.mint.gov
50% off of new US dollars
from the leading reseller.
www.mint.gov
A
B

@bmassey
Different Product
Different Girl
No mention of Wonderland Collection
Colors Match

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

50% off of new US dollars
from the leading reseller.
www.mint.gov

@bmassey
Add Something That Helps the Business

Enter a “Friend’s” Credit Card Number

@bmassey
Ask the Copywriter
How can we overcome objectionsthat may cause visitors to abandonour landing page?

@bmassey
Build Some Trust
If your company or brand is knownto the visitors, make it prominent to build trust.
Tr
Trust

@bmassey
Provide Proof
Pr
Proof

@bmassey
Show the Product!
I
Image

@bmassey
Business Porn?
SolarDirect.com
http://www.sxc.hu/profile/guitargoa
http://www.sxc.hu/profile/acerin

@bmassey
Wait! The Call to Action needs to POP

@bmassey
Now, let the designer move things around.

@bmassey
The Highly Reactive Combination
+
Of
Offer
Offer
Fm
Form
Form
Lp
Landing Page
Landing Page
Pr
Proof
Tr
Trust
I
Image
+
+
+
Proof
Trust
Image

TheConversionScientistBlogContact:

@bmassey
What’s Missing?
+
Of
Offer
Offer
Fm
Form
Form
Lp
Landing Page
Landing Page
Pr
Proof
Tr
Trust
I
Image
+
+
+

@bmassey
Growth Hacking Tools
Split Testing Tools
Click and Scroll Tracking
(Heatmap)
www.MyConversionLab.com

@bmassey
Of
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Fm
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Pr
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Abandonhttp://www.zed-systems.com/No testing. No click tracking. No Analytics.

@bmassey
Of
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Fm
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Pr
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Abandon
http://www.inflowinventory.com/No Testing. No Click tracking

@bmassey
Of
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Fm
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Abandon
http://jadu.net
No Split Testing
No Click Tracking

@bmassey
Of
Offer
Fm
Form
Pr
Proof
Tr
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I
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Ar
Abandon
https://classflow.com/
No Testing. No Clicktracking

@bmassey
Of
Offer
Fm
Form
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I
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Abandon
Great place to repeat the offer.
Mobile Users “bounce” at the bottom of the page.

@bmassey
Of
Offer
Fm
Form
Pr
Proof
Tr
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I
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Ar
Abandon
http://balsamiq.com

@bmassey
Of
Offer
Fm
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Abandonhttp://www.entrancesoftware.com/energy-software-outlook/CrazyEggClick Tracking

@bmassey
Of
Offer
Fm
Form
Pr
Proof
Tr
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I
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Abandon
http://http://nichevid.com/register/No testing or click tracningsoftware

@bmassey
Of
Offer
Fm
Form
Pr
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Abandon
http://mobiscroll.com/pricingOptimizely. No click tracningsoftware

@bmassey
Of
Offer
Fm
Form
Pr
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I
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Abandon
http://www.nicelabel.com/downloads/nicelabel-powerforms-desktopNo Testing or Click Tracking

@bmassey
Of
Offer
Fm
Form
Pr
Proof
Tr
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I
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Ar
Abandon
https://www.bigcommerce.com/No Testing or Click Tracking

@bmassey
Of
Offer
Fm
Form
Pr
Proof
Tr
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I
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Ar
Abandon
http://www.priceintelligently.com/contact-saas-pricing-experts-pricing-page-rebuildNo Testing or Click tracking

@bmassey
Of
Offer
Fm
Form
Pr
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Abandon
404 Pages are Important, but you shouldn’t point call to action buttons there.

@bmassey
Of
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Fm
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Abandonhttps://strategyzer.com/academy/course/business-models-that-work-and-value-propositions-that-sell/
Visual Website Optimizer
And
CrazyEgg!

@bmassey
Of
Offer
Fm
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Abandon
https://www.ableton.com/en/push/ No TestingCrazyEggClick Tracking

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

@bmassey
Of
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Fm
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I
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Abandon
http://www.sitescout.com/rtb/No Testing, CrazeEggClick Tracking

The Chemistry of the Landing Page - Brian Massey, The Conversion Scientist, at Business of Software 2014

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The Chemistry of the Landing Page - Brian Massey, The Conversion Scientist, at Business of Software 2014