Landing Page Optimization: 10 resources to get you started


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At MarketingExperiments, we often write blog posts that dig deep into experiments and tests that we share with you to help you do your job better.

However, all the test results in the world don't matter if you're new to online testing or knee deep in data with no idea where to turn next.

Here are 10 resources that you can use to help your online testing efforts.

Learn more about MarketingExperiments resources here:

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  • According to the MarketingSherpa 2011 Landing Page Optimization Benchmark Report“The headline has been repeatedly shown to provide high impact … often, it makes the difference between the visitor reading any content and going for the dreaded “x” button. The call-to-action is not surprisingly twice in the top five — supporting the reason and providing a clear opportunity to act, which are critical to conversion.”
  • Landing Page Optimization: 10 resources to get you started

    1. 1. Landing Page Optimization and Ad Copywriting Reference Materials 10 resources to get you started
    2. 2. Overcoming adequate marketing“One problem we have in marketing is that adequacy is the enemy of excellence. In many cases, we’relosing the most money by using campaigns that are working, but are not working well enough.”– Dr. Flint McGlaughlin, managing director, MECLABSAt MarketingExperiments, we work to help our customers optimize their marketing campaigns bysharing our discoveries as we continue to learn more about what really works. To help make yourtesting efforts as effective as possible, here are some resources to get you started in online testing orprovide some transferrable principles that will help you decide what to test next. This referencematerial largely relates to landing page optimization and ad copywriting.For more marketing optimization information that can help you before, during, and after this training,feel free to visit,, and you,The MECLABS Editorial Content TeamP.S. Our job is to help you do your job better. Let us know how we can help.
    3. 3. Landing Page Optimization and Ad CopywritingReference MaterialsMARKETINGEXPERIMENTS - BLOG
    4. 4. Landing Page OptimizationF Overview So what is landing page optimization exactly? as being sales ready? What information is required to qualify leads •• Identify possible changes on of thesite that could improve the conversion What are the characteristics your ideal sales opportunity? •• Test toare the questions sales want answered before getting a lead? What see what you can learn from your audience •• Learn fromis must-have vs. nice-to-have? What info these tests "" •• True LPO requirestend to gather the most-needed information? Which questions a testing-optimization cycle • What should we start doing to make leads more actionable? • What things should we stop doing with leads that don’t value?* Full article Marketing Campaign: Landing page optimization can help improve the return on your media spend
    5. 5. Ad Copywriting Blandvertising is a wishy-washy marketing claim that wants to mean something… but it just doesn’t mean anything. Daniel Burstein Directory of Editorial Content MECLABS* Full article Blandvertising: How you can overcome writing headlines and copy that don’t say anything
    6. 6. Copywriting and Call-to-Action Optimization The headline has been repeatedly shown to provide high impact … often, it makes the difference between the visitor reading any content and going for the dreaded “x” - 2011 MarketingSherpa Benchmark Report Source: MarketingSherpa Landing Page Optimization Benchmark Survey Methodology: Fielded Feb 2011, N=2,673* Full article A/B Testing: 3 resources for copywriting and call-to-action optimization
    7. 7. Copywriting Optimization: Long vs. Short Copy “This heuristic model of long-copy vs. short- copy optimization principles has emerged empirically over time.” Bob Kemper Director of Sciences MECLABS* Full article Copywriting: Long copy vs. short copy matrix
    8. 8. Lead Generation Optimization Asking “how” leads to information… asking “why” however, leads to wisdom. Flint McGlaughlin Managing Director MECLABS* Full article Lead Generation: 3 lessons from a 25% decrease in conversion
    9. 9. Landing Page Optimization and Ad CopywritingReference MaterialsMARKETINGEXPERIMENTS -WEB CLINICS
    10. 10. Headline and Call-to-Action Optimization How can I get the greatest amount of return on the least amount of optimization investment? KEY TAKEAWAY All marketing messages must be centered primarily on the interests of the customer. Therefore, when it comes to crafting headlines, emphasize what the visitor gets rather than what they must do.* Full Web clinic - Minor Changes, Major Lifts: How headline and call-to-action optimization increased conversion 45%
    11. 11. Landing Page Optimization There are essentially two ways to increase your website’s performance: 1. Endlessly drive more traffic to your landing pages with media buys, direct mail sends and time-consuming social media 2. Improve the conversion rate of the traffic youre already getting* Full Web clinic - Quick Win Clinic (Part I)The 5 easiest changes to make to your landing pages right now
    12. 12. Copywriting“By knowing where each copy element falls in the story, you can carefully crafteach word, each sentence and each paragraph to specifically match the visitor’sthought sequence.” – Flint McGlaughlin, Managing Director, MECLABS* Full Web clinic - Copywriting on Tight Deadlines: How ordinary marketers are achieving 103% gains with a step-by-step framework
    13. 13. Landing Page Optimization KEY PRINCIPLES 1. Friction does not occur on the page, it occurs in the mind of the prospect 2. Friction is more complex than simple issues of page length, form amount, or number of steps 3. Most friction goes undetected by marketers* Full Web clinic - Hidden Friction: The 6 silent killers of conversion
    14. 14. Value Proposition Optimization How do you formulate a value proposition in highly competitive marketplaces?* Full Web clinic - Discovering Your Value Proposition: 6 ways to stand out in a crowded marketplace
    15. 15. MarketingExperiments Optimization Newsletter Free subscription to more than $20 million in marketing research Join 98,000 of the top marketers from around the world as we work together to discover what really works.