1. @bmassey
The Chemistry of the Landing Page
With Live Critiques
by Brian Massey

2. @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.

3. @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.

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We know something about these visitors.

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Components of a Landing Page

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The Basic Landing Page Reaction
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Landing Page

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The Simplest Landing Page

11. Don’t Start with This

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Perhaps a Better Offer Than “Submit”

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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
=

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

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

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Different Product
Different Girl
No mention of Wonderland Collection
Colors Match

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

20. Discounted Dollar Bills
50% off of new US dollars
from the leading reseller.
www.mint.gov

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Add Something That Helps the Business

25. Enter a “Friend’s” Credit Card Number

27. Ar
Abandon

28. Ab
Abandon

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

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

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Provide Proof
Pr
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Show the Product!
I
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Business Porn?
SolarDirect.com
http://www.sxc.hu/profile/guitargoa
http://www.sxc.hu/profile/acerin

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

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Wait! The Call to Action needs to POP

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Now, let the designer move things around.

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The Highly Reactive Combination
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52. TheConversionScientistBlogContact:

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What’s Missing?
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+
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+

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

57. 1998

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Abandonhttp://www.zed-systems.com/No testing. No click tracking. No Analytics.

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http://www.inflowinventory.com/No Testing. No Click tracking

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http://www.inflowinventory.com/No Testing. No Click tracking

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http://jadu.net
No Split Testing
No Click Tracking

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https://classflow.com/
No Testing. No Clicktracking

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https://classflow.com/
No Testing. No Clicktracking

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Great place to repeat the offer.
Mobile Users “bounce” at the bottom of the page.

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http://balsamiq.com

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Abandonhttp://www.entrancesoftware.com/energy-software-outlook/CrazyEggClick Tracking

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http://http://nichevid.com/register/No testing or click tracningsoftware

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http://mobiscroll.com/pricingOptimizely. No click tracningsoftware

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http://www.nicelabel.com/downloads/nicelabel-powerforms-desktopNo Testing or Click Tracking

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https://www.bigcommerce.com/No Testing or Click Tracking

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http://www.priceintelligently.com/contact-saas-pricing-experts-pricing-page-rebuildNo Testing or Click tracking

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404 Pages are Important, but you shouldn’t point call to action buttons there.

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

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https://www.ableton.com/en/push/ No TestingCrazyEggClick Tracking

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

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http://www.sitescout.com/rtb/No Testing, CrazeEggClick Tracking

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