The Science of Landing Pages & How To Build One Backwards

With Live Critiques
By Brian Massey and Joel Harvey
Stick around afterward
See how Unbounce can help you quickly build
and publish targeted landing pages
(without having to c...
The Science of Landing Pages & How To Build One Backwards

Ryan Engley
Director of Customer Success
Unbounce

@ryan_engley...
The Science of Landing Pages & How To Build One Backwards

Brian Massey
Conversion Scientist
Conversion Sciences

Conversi...
The Science of Landing Pages & How To Build One Backwards

Don’t think. Know.	

Analytics Geeks	

Hypotheses over Hype	

S...
The Science of Landing Pages & How To Build One Backwards

Today You Will Learn
•  How to build landing pages that work
• ...
The Science of Landing Pages & How To Build One Backwards

What is a Landing Page?
A single-minded page dead set on keepin...
Components of a Landing Page
The Science of Landing Pages & How To Build One Backwards

The Basic Landing Page Reaction

Of

Offer

Offer

+

Fm

Lp

For...
The Simplest Landing Page
The Science of Landing Pages & How To Build One Backwards
The Science of Landing Pages & How To Build One Backwards
The Science of Landing Pages & How To Build One Backwards

Of

Offer

Offer

Fm
Form

Form
Perhaps a Better Offer Than “Submit”
The Science of Landing Pages & How To Build One Backwards

The Page Must Match The Ad
Of

Offer

Ad Offer

=

Of

Offer

Land...
The Science of Landing Pages & How To Build One Backwards

A

Discounted Dollar Bills
From the leader in
Dollar resales.
w...
The Science of Landing Pages & How To Build One Backwards

A

Discounted Dollar Bills
From the leader in
Dollar resales.
w...
Ask a Designer
(But keep her away from our page)
The Science of Landing Pages & How To Build One Backwards

Discounted Dollar Bills
50% off of new US dollars
From the lead...
Add Something That Helps The Business
The Science of Landing Pages & How To Build One Backwards
The Science of Landing Pages & How To Build One Backwards
The Science of Landing Pages & How To Build One Backwards
The Science of Landing Pages & How To Build One Backwards
The Science of Landing Pages & How To Build One Backwards
The Science of Landing Pages & How To Build One Backwards
Ask the Copywriter
How can we overcome objections that may
cause visitors to abandon our landing page?
The Science of Landing Pages & How To Build One Backwards
Tr

Trust

Build Some Trust
If your company or brand is known to the
visitors, make it prominent to build trust.
The Science of Landing Pages & How To Build One Backwards
The Science of Landing Pages & How To Build One Backwards
The Science of Landing Pages & How To Build One Backwards
The Science of Landing Pages & How To Build One Backwards
Pr

Proof

Provide Proof
The Science of Landing Pages & How To Build One Backwards
The Science of Landing Pages & How To Build One Backwards
I

Image

Show the Product!
The Science of Landing Pages & How To Build One Backwards
Wait! The Call to Action Needs to Pop!
The Science of Landing Pages & How To Build One Backwards
The Science of Landing Pages & How To Build One Backwards
The Science of Landing Pages & How To Build One Backwards
The Science of Landing Pages & How To Build One Backwards
Now, let the designer move things around.
The Science of Landing Pages & How To Build One Backwards
The Science of Landing Pages & How To Build One Backwards
The Science of Landing Pages & How To Build One Backwards

The Basic Landing Page Reaction

Of

Offer

Offer

+

Fm
Form

Fo...
Examples
The Science of Landing Pages & How To Build One Backwards
The Science of Landing Pages & How To Build One Backwards

What’s Missing?

Of

Offer

Offer

+

Fm
Form

Form

+

Pr

+

Tr...
The Science of Landing Pages & How To Build One Backwards

Business Porn?
The Science of Landing Pages & How To Build One Backwards

This took about 20 minutes
using PowerPoint
The Science of Landing Pages & How To Build One Backwards
The Science of Landing Pages & How To Build One Backwards

Learn how to apply
•  Your Conversion Lab
•  Marketing Batterie...
h"p://90dayaccountantschallenge.com/
http://car.creditandfinance.com.au/instant-car-loan/
http://
presidentialprivatejet.com/
private-jet-charter/a-wordto-personal-assistants/
http://bullseyetrainers.com/office-2010/
http://input.nerdery.com/wordpress-nerds/c.html
http://deals.weddingful.com/bride_free_signup/?
r=FB_Newsfeed_Likeus
http://specials.playitagainvideo.com/film-transfer/
http://contact.backclinicsofcanada.ca/landing-page-for-bcoc/
http://expert.sorce.co.uk/intranet-opportunities/
http://buy.litterbiotic.com/j.html
http://specials.playitagainvideo.com/film-transfer/
http://quiltingquest.com/quiltingmadesimple/
http://advertorialformula.com/report/
http://cars.sellyourcarfast.com.au/
http://on.carecloud.com/EHR-play.html#formbase
http://drive.worldclassdriving.com/ferrari-las-vegas/
http://ad-industrial.com/banda_transportadora_2
http://quiltingquest.com/quiltingmadesimple/
http://timelife.com/
products/rock-n-rollera
http://crucerocaribe.misquince.co/ps/viaje-dequinceaeras-crucero-por-el-caribe-tus-quince-enmanos-de-expertos
http://brookswebdesign.net/mobile-apps-for-small-business/
why.unbounce.com/science
Why Unbounce?
It’s fast
Build your landing pages in hours – not weeks
You’re in control
Build, publish and optimize on your terms
You’ll get better results
Increase conversions with targeted pages & A/B testing
The science of landing pages
The science of landing pages
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The science of landing pages

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The secret's out! The highest converting landing pages are built backwards. There's a formula for building effective landing pages and The Conversion Scientists are here to lay it out for you.

In this Unwebinar, Brian Massey and Joel Harvey:

- Show you how to build a landing page by starting at the end
- Teach you elements of any landing page
- Critique live landing pages from your fellow marketers

The science of landing pages

  1. 1. The Science of Landing Pages & How To Build One Backwards With Live Critiques By Brian Massey and Joel Harvey
  2. 2. Stick around afterward See how Unbounce can help you quickly build and publish targeted landing pages (without having to code)
  3. 3. The Science of Landing Pages & How To Build One Backwards Ryan Engley Director of Customer Success Unbounce @ryan_engley Join our chat on Twitter
  4. 4. The Science of Landing Pages & How To Build One Backwards Brian Massey Conversion Scientist Conversion Sciences Conversion Scientist Conversion Sciences @BMassey Join our chat on Twitter Joel Harvey @JoelJHarvey
  5. 5. The Science of Landing Pages & How To Build One Backwards Don’t think. Know. Analytics Geeks Hypotheses over Hype Scientific Method We like to win
  6. 6. The Science of Landing Pages & How To Build One Backwards Today You Will Learn •  How to build landing pages that work •  The components of a successful landing page •  To never, ever ask someone to review your landing page live
  7. 7. The Science of Landing Pages & How To Build One Backwards 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
  8. 8. Components of a Landing Page
  9. 9. The Science of Landing Pages & How To Build One Backwards The Basic Landing Page Reaction Of Offer Offer + Fm Lp Form Landing Page Form Landing Page
  10. 10. The Simplest Landing Page
  11. 11. The Science of Landing Pages & How To Build One Backwards
  12. 12. The Science of Landing Pages & How To Build One Backwards
  13. 13. The Science of Landing Pages & How To Build One Backwards Of Offer Offer Fm Form Form
  14. 14. Perhaps a Better Offer Than “Submit”
  15. 15. The Science of Landing Pages & How To Build One Backwards The Page Must Match The Ad Of Offer Ad Offer = Of Offer Landing Page Offer The relevant Offer found on a landing page depends on where the visitors are coming from
  16. 16. The Science of Landing Pages & How To Build One Backwards A Discounted Dollar Bills From the leader in Dollar resales. www.mint.gov B Discounted Dollar Bills 50% off of new US dollars From the leading reseller. www.mint.gov
  17. 17. The Science of Landing Pages & How To Build One Backwards A Discounted Dollar Bills From the leader in Dollar resales. www.mint.gov B Discounted Dollar Bills 50% off of new US dollars From the leading reseller. www.mint.gov
  18. 18. Ask a Designer (But keep her away from our page)
  19. 19. The Science of Landing Pages & How To Build One Backwards Discounted Dollar Bills 50% off of new US dollars From the leading reseller. www.mint.gov
  20. 20. Add Something That Helps The Business
  21. 21. The Science of Landing Pages & How To Build One Backwards
  22. 22. The Science of Landing Pages & How To Build One Backwards
  23. 23. The Science of Landing Pages & How To Build One Backwards
  24. 24. The Science of Landing Pages & How To Build One Backwards
  25. 25. The Science of Landing Pages & How To Build One Backwards
  26. 26. The Science of Landing Pages & How To Build One Backwards
  27. 27. Ask the Copywriter How can we overcome objections that may cause visitors to abandon our landing page?
  28. 28. The Science of Landing Pages & How To Build One Backwards
  29. 29. Tr Trust Build Some Trust If your company or brand is known to the visitors, make it prominent to build trust.
  30. 30. The Science of Landing Pages & How To Build One Backwards
  31. 31. The Science of Landing Pages & How To Build One Backwards
  32. 32. The Science of Landing Pages & How To Build One Backwards
  33. 33. The Science of Landing Pages & How To Build One Backwards
  34. 34. Pr Proof Provide Proof
  35. 35. The Science of Landing Pages & How To Build One Backwards
  36. 36. The Science of Landing Pages & How To Build One Backwards
  37. 37. I Image Show the Product!
  38. 38. The Science of Landing Pages & How To Build One Backwards
  39. 39. Wait! The Call to Action Needs to Pop!
  40. 40. The Science of Landing Pages & How To Build One Backwards
  41. 41. The Science of Landing Pages & How To Build One Backwards
  42. 42. The Science of Landing Pages & How To Build One Backwards
  43. 43. The Science of Landing Pages & How To Build One Backwards
  44. 44. Now, let the designer move things around.
  45. 45. The Science of Landing Pages & How To Build One Backwards
  46. 46. The Science of Landing Pages & How To Build One Backwards
  47. 47. The Science of Landing Pages & How To Build One Backwards The Basic Landing Page Reaction Of Offer Offer + Fm Form Form + Pr + Tr + I Lp Proof Trust Image Landing Page Proof Trust Image Landing Page
  48. 48. Examples
  49. 49. The Science of Landing Pages & How To Build One Backwards
  50. 50. The Science of Landing Pages & How To Build One Backwards What’s Missing? Of Offer Offer + Fm Form Form + Pr + Tr + I Lp Proof Trust Image Landing Page Proof Trust Image Landing Page
  51. 51. The Science of Landing Pages & How To Build One Backwards Business Porn?
  52. 52. The Science of Landing Pages & How To Build One Backwards This took about 20 minutes using PowerPoint
  53. 53. The Science of Landing Pages & How To Build One Backwards
  54. 54. The Science of Landing Pages & How To Build One Backwards Learn how to apply •  Your Conversion Lab •  Marketing Batteries •  Blogs that Erupt •  Backwards Landing Pages •  Checkout Cholesterol •  Social Homing Beacons www.CustomerCreationEquation.com
  55. 55. h"p://90dayaccountantschallenge.com/
  56. 56. http://car.creditandfinance.com.au/instant-car-loan/
  57. 57. http:// presidentialprivatejet.com/ private-jet-charter/a-wordto-personal-assistants/
  58. 58. http://bullseyetrainers.com/office-2010/
  59. 59. http://input.nerdery.com/wordpress-nerds/c.html
  60. 60. http://deals.weddingful.com/bride_free_signup/? r=FB_Newsfeed_Likeus
  61. 61. http://specials.playitagainvideo.com/film-transfer/
  62. 62. http://contact.backclinicsofcanada.ca/landing-page-for-bcoc/
  63. 63. http://expert.sorce.co.uk/intranet-opportunities/
  64. 64. http://buy.litterbiotic.com/j.html
  65. 65. http://specials.playitagainvideo.com/film-transfer/
  66. 66. http://quiltingquest.com/quiltingmadesimple/
  67. 67. http://advertorialformula.com/report/
  68. 68. http://cars.sellyourcarfast.com.au/
  69. 69. http://on.carecloud.com/EHR-play.html#formbase
  70. 70. http://drive.worldclassdriving.com/ferrari-las-vegas/
  71. 71. http://ad-industrial.com/banda_transportadora_2
  72. 72. http://quiltingquest.com/quiltingmadesimple/
  73. 73. http://timelife.com/ products/rock-n-rollera
  74. 74. http://crucerocaribe.misquince.co/ps/viaje-dequinceaeras-crucero-por-el-caribe-tus-quince-enmanos-de-expertos
  75. 75. http://brookswebdesign.net/mobile-apps-for-small-business/
  76. 76. why.unbounce.com/science
  77. 77. Why Unbounce?
  78. 78. It’s fast Build your landing pages in hours – not weeks
  79. 79. You’re in control Build, publish and optimize on your terms
  80. 80. You’ll get better results Increase conversions with targeted pages & A/B testing
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