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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 …

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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  • Amazing, beautiful, helpful information. However, the Juicy Problems download link doesn't work anymore! Looks like Jen is revamping her site. Are there other places you recommend for similar frameworks? Thank you so much for posting this!
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  • excellent list of questions to find out what is really going on in a business or life.
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  • 1. ! 3 Ways to make your landing ! page and A/B testing perform! ! December 12th 2013 Dan McGaw - dan@kissmetrics.com
  • 2. Twitter @danielmcgaw #KISSwebinar
  • 3. Twitter @itsjengordon #KISSwebinar
  • 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. 1 Why your Landing Page Doesn’t Convert
  • 6. Conventional landing page Conversion Advice
  • 7. Lots of advice… little results. Why are people still writing articles about how to increase conversions?!?
  • 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. What’s Missing What’s missing is an understanding of your customers’! ! real, juicy, gut-wrenching problems
  • 10. Another wording… Your landing page isn’t converting! because you don’t understand your customers’! ! real, juicy, gut-wrenching problems
  • 11. Lots of advice… little results.
  • 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. 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. Juicy problems are revealed in conversations
  • 15. Testing copy/design vs. problems/solutions
  • 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. 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. Identifying problems, motives and emotions How do you find out what keeps your customers up at night?
  • 19. I use Lean Startup Thinking
  • 20. And an unfortunately Cheezy name…
  • 21. 2 Mining for juicy problems
  • 22. Start the dialogue online
  • 23. You can’t see this online
  • 24. Case Study: Yapp
  • 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. Keep digging After every each answer, keep digging - ask:! ! What else?! and! Tell me more.
  • 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. How do you instill a sense of trust? 6 Drivers of Trust:! ! • • • • • • Stability! Innovation! Relationship! Practical value! Guiding vision! Competent
  • 29. 3 Emotional offers are irresistible
  • 30. Get a landing page that packs an emotional punch Addressing trust, fear and anxiety $ $ $ $ $ $ $ vs.! Addressing time, money & technical skills
  • 31. 3 Essential Landing Page Design Techniques
  • 32. The Ultimate Guide to Conversion Centered Design
  • 33. Free Landing Page Template (PSD format)
  • 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. 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. Twitter @danielmcgaw #KISSwebinar
  • 37. Want a demo of KISSmetrics? 1 Contact Rossi at rkhoung@kissmetrics.com 2 Email me at! dan@kissmetrics.com
  • 38. Questions?
  • 39. Thank you