! 3 Ways to make your landing !
page and A/B testing perform!
!

December 12th 2013

Dan McGaw - dan@kissmetrics.com
Twitter

@danielmcgaw #KISSwebinar
Twitter

@itsjengordon #KISSwebinar
We’ll cover…

1

Why your landing page doesn’t convert

2

Solve juicy problems

3

Emotional offers are irresistible

4

...
1

Why your Landing Page
Doesn’t Convert
Conventional landing page Conversion Advice
Lots of advice… little results.

Why are people still writing articles
about how to increase conversions?!?
What the articles don’t tell you…

There’s something missing!
and that something is the biggest reason
why your landing pa...
What’s Missing

What’s missing is an understanding of your customers’!
!

real, juicy, gut-wrenching problems
Another wording…

Your landing page isn’t converting!
because you don’t understand your customers’!
!

real, juicy, gut-wr...
Lots of advice… little results.
Provide pain relief

To design and write a successful landing page, you have to be passionate
about people and their probl...
You can’t skimp on research

These problems are rarely uncovered:!
!

•
•
•
•

Using online survey’s alone!
By interviewin...
Juicy problems are revealed in conversations
Testing copy/design vs. problems/solutions
$

Real, juicy, gut-wrenching problems

Real, Juicy,!
Gut-wrenching!
Problems

Write Copy

Real, Juicy,!
Gut-wrenching!
Pr...
Assumed problems (or problems that aren’t *that* painful)

Assumed!
Problems

Design

Testing Problem!
and Solutions

Writ...
Identifying problems, motives and emotions

How do you find out what keeps your
customers up at night?
I use Lean Startup Thinking
And an unfortunately Cheezy name…
2

Mining for juicy problems
Start the dialogue online
You can’t see this online
Case Study: Yapp
Questions to find Juicy Problems

• What problems deter you from achieving your goal(s)?!
• What repetitive problems do yo...
Keep digging

After every each answer, keep digging - ask:!

!

What else?!
and!
Tell me more.
Yapp Customers are Feeling…

Yapp Customer’s Emotional Pulse!
!

•
•
•
•

Unknowledgeable, powerless, like a beginner!
Lac...
How do you instill a sense of trust?

6 Drivers of Trust:!
!

•
•
•
•
•
•

Stability!
Innovation!
Relationship!
Practical ...
3

Emotional offers are
irresistible
Get a landing page that packs an emotional punch

Addressing trust,
fear and anxiety
$
$

$

$

$
$
$

vs.!

Addressing ti...
3

Essential Landing Page
Design Techniques
The Ultimate Guide to Conversion Centered Design
Free Landing Page Template (PSD format)
Get the Assets used in this Webinar

Download your copy of the:!
!

• Juicy Problems Board!
• CCD Landing Page Template (p...
3 Ways to make your landing
page and A/B testing perform!
December 12th 2013
TAKE AWAYS -

1

Solve juicy problems first

...
Twitter

@danielmcgaw #KISSwebinar
Want a demo of KISSmetrics?

1

Contact Rossi at
rkhoung@kissmetrics.com

2

Email me at!
dan@kissmetrics.com
Questions?
Thank you
3 secrets to perfecting your landing pages and AB tests
3 secrets to perfecting your landing pages and AB tests
3 secrets to perfecting your landing pages and AB tests
3 secrets to perfecting your landing pages and AB tests
3 secrets to perfecting your landing pages and AB tests
3 secrets to perfecting your landing pages and AB tests
3 secrets to perfecting your landing pages and AB tests
3 secrets to perfecting your landing pages and AB tests
3 secrets to perfecting your landing pages and AB tests
3 secrets to perfecting your landing pages and AB tests
3 secrets to perfecting your landing pages and AB tests
3 secrets to perfecting your landing pages and AB tests
3 secrets to perfecting your landing pages and AB tests
3 secrets to perfecting your landing pages and AB tests
3 secrets to perfecting your landing pages and AB tests
3 secrets to perfecting your landing pages and AB tests
3 secrets to perfecting your landing pages and AB tests
3 secrets to perfecting your landing pages and AB tests
3 secrets to perfecting your landing pages and AB tests
3 secrets to perfecting your landing pages and AB tests
3 secrets to perfecting your landing pages and AB tests
3 secrets to perfecting your landing pages and AB tests
3 secrets to perfecting your landing pages and AB tests
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3 secrets to perfecting your landing pages and AB tests

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Watch webinar recording: http://grow.kissmetrics.com/webinar-31

Ways to make your landing ! page and A/B testing perform! Dan McGaw - dan@kissmetrics.com
We’ll cover… 1 Why your landing page doesn’t convert, 2 Solve juicy problems, 3 Emotional offers are irresistible, 4 Landing page design essentials
Why your Landing Page Doesn’t Convert
Conventional landing page Conversion Advice
Lots of advice… little results.
What the articles don’t tell you… There’s something missing! and that something is the biggest reason why your landing pages don’t convert.
What’s Missing What’s missing is an understanding of your customers’! ! real, juicy, gut-wrenching problems
Another wording… Your landing page isn’t converting! because you don’t understand your customers’! ! real, juicy, gut-wrenching problems
Lots of advice… little results.
Provide pain relief To design and write a successful landing page, you have to be passionate about people and their problems. Only when you tap into how people FEEL about their problems can you provide a solution. Useless! Advice! (these tips are useless if you aren’t! hitting on a big enough pain point)
You can’t skimp on research
Juicy problems are revealed in conversations
Testing copy/design vs. problems/solutions
Assumed problems
Identifying problems, motives and emotions How do you find out what keeps your customers up at night?
I use Lean Startup Thinking
And an unfortunately Cheezy name…
Mining for juicy problems
Start the dialogue online
You can’t see this online
Case Study: Yapp
Questions to find Juicy Problems 26. Keep digging After every each answer, keep digging - ask:! ! What else?! and! Tell me more.
Yapp Customers are Feeling
How do you instill a sense of trust?
Emotional offers are irresistible
Get a landing page that packs an emotional punch.
3 Essential Landing Page Design Techniques
The Ultimate Guide to Conversion Centered Design
Free Landing Page Template (PSD format)
Get the Assets used in this Webinar Download your copy of the:! ! • Juicy Problems Board! • CCD Landing Page Template (psd format)! ! Click here for Download Page
TAKE AWAYS - 1 Solve juicy problems first, 2 Pre-sell your landing page offer to your customers, 3 Focus on essential LP design tips

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3 secrets to perfecting your landing pages and AB tests

  1. 1. ! 3 Ways to make your landing ! page and A/B testing perform! ! December 12th 2013 Dan McGaw - dan@kissmetrics.com
  2. 2. Twitter @danielmcgaw #KISSwebinar
  3. 3. Twitter @itsjengordon #KISSwebinar
  4. 4. We’ll cover… 1 Why your landing page doesn’t convert 2 Solve juicy problems 3 Emotional offers are irresistible 4 Landing page design essentials
  5. 5. 1 Why your Landing Page Doesn’t Convert
  6. 6. Conventional landing page Conversion Advice
  7. 7. Lots of advice… little results. Why are people still writing articles about how to increase conversions?!?
  8. 8. What the articles don’t tell you… There’s something missing! and that something is the biggest reason why your landing pages don’t convert.
  9. 9. What’s Missing What’s missing is an understanding of your customers’! ! real, juicy, gut-wrenching problems
  10. 10. Another wording… Your landing page isn’t converting! because you don’t understand your customers’! ! real, juicy, gut-wrenching problems
  11. 11. Lots of advice… little results.
  12. 12. Provide pain relief To design and write a successful landing page, you have to be passionate about people and their problems. Only when you tap into how people FEEL about their problems can you provide a solution. Useless! Advice! (these tips are useless if you aren’t! hitting on a big enough pain point)
  13. 13. You can’t skimp on research These problems are rarely uncovered:! ! • • • • Using online survey’s alone! By interviewing 5-10 customers! By asking just 2-3 questions! When you assume *anything* about what they think and feel! ! In this webinar I’ll show you a method for extracting customers real, juicy, gut-wrenching problems.!
  14. 14. Juicy problems are revealed in conversations
  15. 15. Testing copy/design vs. problems/solutions
  16. 16. $ Real, juicy, gut-wrenching problems Real, Juicy,! Gut-wrenching! Problems Write Copy Real, Juicy,! Gut-wrenching! Problems Write Copy $ $ $ $ $ $ Design Test Copy! & Design Result Design Test Copy! & Design Result
  17. 17. Assumed problems (or problems that aren’t *that* painful) Assumed! Problems Design Testing Problem! and Solutions Write Copy Result Assumed! Problems! Write Copy Design Testing Problem! and Solutions Result Write Copy Design Testing Problem! and Solutions Result Write Copy Design Test Copy! and Design Result (Revised based! on result) Assumed! Problems! (Revised based! on result) Real, Juicy,! Gut-wrenching! Problems
  18. 18. Identifying problems, motives and emotions How do you find out what keeps your customers up at night?
  19. 19. I use Lean Startup Thinking
  20. 20. And an unfortunately Cheezy name…
  21. 21. 2 Mining for juicy problems
  22. 22. Start the dialogue online
  23. 23. You can’t see this online
  24. 24. Case Study: Yapp
  25. 25. Questions to find Juicy Problems • What problems deter you from achieving your goal(s)?! • What repetitive problems do you experience?! • What repetitive tasks do you work on?! • What are things you work on that take the most time?! • What are some of the annoying things you have to do on a regular basis?! • What’s the most important activity in your work/business/home life? What pains or aggravation are associated with that activity?! • What problems cost you the most money?! • When you think about running your business, what keeps you up at night?
  26. 26. Keep digging After every each answer, keep digging - ask:! ! What else?! and! Tell me more.
  27. 27. Yapp Customers are Feeling… Yapp Customer’s Emotional Pulse! ! • • • • Unknowledgeable, powerless, like a beginner! Lack of Trust! Fear of wasting time and money! Failure (if they’ve tried other solutions)
  28. 28. How do you instill a sense of trust? 6 Drivers of Trust:! ! • • • • • • Stability! Innovation! Relationship! Practical value! Guiding vision! Competent
  29. 29. 3 Emotional offers are irresistible
  30. 30. Get a landing page that packs an emotional punch Addressing trust, fear and anxiety $ $ $ $ $ $ $ vs.! Addressing time, money & technical skills
  31. 31. 3 Essential Landing Page Design Techniques
  32. 32. The Ultimate Guide to Conversion Centered Design
  33. 33. Free Landing Page Template (PSD format)
  34. 34. Get the Assets used in this Webinar Download your copy of the:! ! • Juicy Problems Board! • CCD Landing Page Template (psd format)! ! Click here for Download Page
  35. 35. 3 Ways to make your landing page and A/B testing perform! December 12th 2013 TAKE AWAYS - 1 Solve juicy problems first 2 Pre-sell your landing page offer to your customers 3 Focus on essential LP design tips Dan McGaw - dan@kissmetrics.com
  36. 36. Twitter @danielmcgaw #KISSwebinar
  37. 37. Want a demo of KISSmetrics? 1 Contact Rossi at rkhoung@kissmetrics.com 2 Email me at! dan@kissmetrics.com
  38. 38. Questions?
  39. 39. Thank you
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