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@bmassey 
The Chemistry of the Landing Page 
With Live Critiques 
by Brian Massey
@bmassey 
Today You Will Learn 
•Why landing pages are so powerful. 
•How to build landing pages backward. 
•The component...
@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...
@bmassey 
We know something about these visitors.
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandon
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandon
@bmassey 
Components of a Landing Page
@bmassey 
The Basic Landing Page Reaction 
+ 
Of 
Offer 
Offer 
Fm 
Form 
Form 
Lp 
Landing Page 
Landing Page
@bmassey 
The Simplest Landing Page
Don’t Start with This
Of 
Offer 
Offer 
Fm 
Form 
Form
@bmassey 
Perhaps a Better Offer Than “Submit”
@bmassey
@bmassey 
The Page Must Match the Ad 
The Relevant Offerfound on a Landing Page depends on where the visitors are coming f...
Discounted Dollar Bills 
From the leader in 
Dollar resales. 
www.mint.gov 
Discounted Dollar Bills 
50% off of new US dol...
Discounted Dollar Bills 
From the leader in 
Dollar resales. 
www.mint.gov 
Discounted Dollar Bills 
50% off of new US dol...
@bmassey 
Different Product 
Different Girl 
No mention of Wonderland Collection 
Colors Match
@bmassey 
Ask a Designer(But keep her away from our page)
Discounted Dollar Bills 
50% off of new US dollars 
from the leading reseller. 
www.mint.gov
@bmassey 
Add Something That Helps the Business
Enter a “Friend’s” Credit Card Number
Ar 
Abandon
Ab 
Abandon
@bmassey 
Ask the Copywriter 
How can we overcome objectionsthat may cause visitors to abandonour landing page?
@bmassey 
Build Some Trust 
If your company or brand is knownto the visitors, make it prominent to build trust. 
Tr 
Trust
@bmassey 
Provide Proof 
Pr 
Proof
@bmassey 
Show the Product! 
I 
Image
@bmassey 
Business Porn? 
SolarDirect.com 
http://www.sxc.hu/profile/guitargoa 
http://www.sxc.hu/profile/acerin
@bmassey 
Business Porn? 
SolarDirect.com 
http://www.sxc.hu/profile/guitargoa 
http://www.sxc.hu/profile/acerin
@bmassey 
Wait! The Call to Action needs to POP
@bmassey 
Now, let the designer move things around.
@bmassey 
The Highly Reactive Combination 
+ 
Of 
Offer 
Offer 
Fm 
Form 
Form 
Lp 
Landing Page 
Landing Page 
Pr 
Proof ...
TheConversionScientistBlogContact:
@bmassey 
What’s Missing? 
+ 
Of 
Offer 
Offer 
Fm 
Form 
Form 
Lp 
Landing Page 
Landing Page 
Pr 
Proof 
Tr 
Trust 
I 
I...
@bmassey 
Growth Hacking Tools 
Split Testing Tools 
Click and Scroll Tracking 
(Heatmap) 
www.MyConversionLab.com
1998
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandonhttp://www.zed-systems.com/No testing. No click ...
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandon 
http://www.inflowinventory.com/No Testing. No ...
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandon 
http://www.inflowinventory.com/No Testing. No ...
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandon 
http://jadu.net 
No Split Testing 
No Click Tr...
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandon
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandon 
https://classflow.com/ 
No Testing. No Clicktr...
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandon 
https://classflow.com/ 
No Testing. No Clicktr...
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandon
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandon 
Great place to repeat the offer. 
Mobile Users...
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandon 
http://balsamiq.com
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandon
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandon
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandonhttp://www.entrancesoftware.com/energy-software-...
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandon 
http://http://nichevid.com/register/No testing...
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandon 
http://mobiscroll.com/pricingOptimizely. No cl...
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandon
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandon
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandon 
http://www.nicelabel.com/downloads/nicelabel-p...
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandon 
https://www.bigcommerce.com/No Testing or Clic...
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandon 
http://www.priceintelligently.com/contact-saas...
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandon 
404 Pages are Important, but you shouldn’t poi...
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandonhttps://strategyzer.com/academy/course/business-...
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandon
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandon 
https://www.ableton.com/en/push/ No TestingCra...
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandon 
https://my.onediary.com/sign-up/home?account_c...
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandon 
http://www.sitescout.com/rtb/No Testing, Craze...
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandon
@bmassey 
Of 
Offer 
Fm 
Form 
Pr 
Proof 
Tr 
Trust 
I 
Image 
Ar 
Abandon
The Chemistry of the Landing Page - Brian Massey, The Conversion Scientist, at Business of Software 2014
The Chemistry of the Landing Page - Brian Massey, The Conversion Scientist, at Business of Software 2014
The Chemistry of the Landing Page - Brian Massey, The Conversion Scientist, at Business of Software 2014
The Chemistry of the Landing Page - Brian Massey, The Conversion Scientist, at Business of Software 2014
The Chemistry of the Landing Page - Brian Massey, The Conversion Scientist, at Business of Software 2014
The Chemistry of the Landing Page - Brian Massey, The Conversion Scientist, at Business of Software 2014
The Chemistry of the Landing Page - Brian Massey, The Conversion Scientist, at Business of Software 2014
The Chemistry of the Landing Page - Brian Massey, The Conversion Scientist, at Business of Software 2014
The Chemistry of the Landing Page - Brian Massey, The Conversion Scientist, at Business of Software 2014
The Chemistry of the Landing Page - Brian Massey, The Conversion Scientist, at Business of Software 2014
The Chemistry of the Landing Page - Brian Massey, The Conversion Scientist, at Business of Software 2014
The Chemistry of the Landing Page - Brian Massey, The Conversion Scientist, at Business of Software 2014
The Chemistry of the Landing Page - Brian Massey, The Conversion Scientist, at Business of Software 2014
The Chemistry of the Landing Page - Brian Massey, The Conversion Scientist, at Business of Software 2014
The Chemistry of the Landing Page - Brian Massey, The Conversion Scientist, at Business of Software 2014
The Chemistry of the Landing Page - Brian Massey, The Conversion Scientist, at Business of Software 2014
The Chemistry of the Landing Page - Brian Massey, The Conversion Scientist, at Business of Software 2014
The Chemistry of the Landing Page - Brian Massey, The Conversion Scientist, at Business of Software 2014
The Chemistry of the Landing Page - Brian Massey, The Conversion Scientist, at Business of Software 2014
The Chemistry of the Landing Page - Brian Massey, The Conversion Scientist, at Business of Software 2014
The Chemistry of the Landing Page - Brian Massey, The Conversion Scientist, at Business of Software 2014
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The Chemistry of the Landing Page - Brian Massey, The Conversion Scientist, at Business of Software 2014

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Presented at Business of Software Conference 2014. Brian Massey (The Conversion Scientist) talks about the chemistry of the perfect landing page and simple actions you can take to improve conversions from your landing page.

A must watch for anyone involved in digital marketing

Published in: Business
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The Chemistry of the Landing Page - Brian Massey, The Conversion Scientist, at Business of Software 2014

  1. 1. @bmassey The Chemistry of the Landing Page With Live Critiques by Brian Massey
  2. 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. 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.
  4. 4. @bmassey We know something about these visitors.
  5. 5. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandon
  6. 6. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandon
  7. 7. @bmassey Components of a Landing Page
  8. 8. @bmassey The Basic Landing Page Reaction + Of Offer Offer Fm Form Form Lp Landing Page Landing Page
  9. 9. @bmassey The Simplest Landing Page
  10. 10. Don’t Start with This
  11. 11. Of Offer Offer Fm Form Form
  12. 12. @bmassey Perhaps a Better Offer Than “Submit”
  13. 13. @bmassey
  14. 14. @bmassey 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 =
  15. 15. 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
  16. 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. 17. @bmassey Different Product Different Girl No mention of Wonderland Collection Colors Match
  18. 18. @bmassey Ask a Designer(But keep her away from our page)
  19. 19. Discounted Dollar Bills 50% off of new US dollars from the leading reseller. www.mint.gov
  20. 20. @bmassey Add Something That Helps the Business
  21. 21. Enter a “Friend’s” Credit Card Number
  22. 22. Ar Abandon
  23. 23. Ab Abandon
  24. 24. @bmassey Ask the Copywriter How can we overcome objectionsthat may cause visitors to abandonour landing page?
  25. 25. @bmassey Build Some Trust If your company or brand is knownto the visitors, make it prominent to build trust. Tr Trust
  26. 26. @bmassey Provide Proof Pr Proof
  27. 27. @bmassey Show the Product! I Image
  28. 28. @bmassey Business Porn? SolarDirect.com http://www.sxc.hu/profile/guitargoa http://www.sxc.hu/profile/acerin
  29. 29. @bmassey Business Porn? SolarDirect.com http://www.sxc.hu/profile/guitargoa http://www.sxc.hu/profile/acerin
  30. 30. @bmassey Wait! The Call to Action needs to POP
  31. 31. @bmassey Now, let the designer move things around.
  32. 32. @bmassey The Highly Reactive Combination + Of Offer Offer Fm Form Form Lp Landing Page Landing Page Pr Proof Tr Trust I Image + + + Proof Trust Image
  33. 33. TheConversionScientistBlogContact:
  34. 34. @bmassey What’s Missing? + Of Offer Offer Fm Form Form Lp Landing Page Landing Page Pr Proof Tr Trust I Image + + +
  35. 35. @bmassey Growth Hacking Tools Split Testing Tools Click and Scroll Tracking (Heatmap) www.MyConversionLab.com
  36. 36. 1998
  37. 37. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandonhttp://www.zed-systems.com/No testing. No click tracking. No Analytics.
  38. 38. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandon http://www.inflowinventory.com/No Testing. No Click tracking
  39. 39. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandon http://www.inflowinventory.com/No Testing. No Click tracking
  40. 40. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandon http://jadu.net No Split Testing No Click Tracking
  41. 41. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandon
  42. 42. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandon https://classflow.com/ No Testing. No Clicktracking
  43. 43. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandon https://classflow.com/ No Testing. No Clicktracking
  44. 44. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandon
  45. 45. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandon Great place to repeat the offer. Mobile Users “bounce” at the bottom of the page.
  46. 46. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandon http://balsamiq.com
  47. 47. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandon
  48. 48. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandon
  49. 49. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandonhttp://www.entrancesoftware.com/energy-software-outlook/CrazyEggClick Tracking
  50. 50. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandon http://http://nichevid.com/register/No testing or click tracningsoftware
  51. 51. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandon http://mobiscroll.com/pricingOptimizely. No click tracningsoftware
  52. 52. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandon
  53. 53. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandon
  54. 54. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandon http://www.nicelabel.com/downloads/nicelabel-powerforms-desktopNo Testing or Click Tracking
  55. 55. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandon https://www.bigcommerce.com/No Testing or Click Tracking
  56. 56. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandon http://www.priceintelligently.com/contact-saas-pricing-experts-pricing-page-rebuildNo Testing or Click tracking
  57. 57. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandon 404 Pages are Important, but you shouldn’t point call to action buttons there.
  58. 58. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandonhttps://strategyzer.com/academy/course/business-models-that-work-and-value-propositions-that-sell/ Visual Website Optimizer And CrazyEgg!
  59. 59. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandon
  60. 60. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandon https://www.ableton.com/en/push/ No TestingCrazyEggClick Tracking
  61. 61. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandon https://my.onediary.com/sign-up/home?account_created=true No Testing or Click Tracking
  62. 62. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandon http://www.sitescout.com/rtb/No Testing, CrazeEggClick Tracking
  63. 63. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandon
  64. 64. @bmassey Of Offer Fm Form Pr Proof Tr Trust I Image Ar Abandon

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