Landing Pages are a fantastic way to get the most from your traffic. But, these important revenue-generating pages can't be treated the same way you'd treat any other webpage or site. There is a proven formula for landing pages. Add unnecessary distractions and your conversion rate could suffer. In this webinar, Brian Massey, the Conversion Scientist provides you with actionable tips and best practices to navigate the complexities of creating the result-driving landing pages you need. Brian will review several attendee-submitted landing pages and make suggestions for improvements that can have immediate impact. You will learn: - How to build landing pages that will get the results you need What not to put on your landing pages - Best practices for landing page development and optimization - How to keep from getting bogged down in landing page development

1. @bmassey © 2014-2016 Conversion Sciences
The Chemistry of the
Landing Page
with Live Critiques
Brian Massey,
Conversion Scientist™
Conversion Sciences LLC
www.ConversionSciences.com

2. @bmassey © 2014-2016 Conversion Sciences
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.

3. @bmassey © 2014-2016 Conversion Sciences
Components of a Landing Page

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The Basic Landing Page Reaction
+Of
Offer
Offer
Fm
Form
Form
Lp
Landing Page
Landing Page

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The Simplest Landing Page

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Don’t Start with This

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Of
Offer
Offer
Fm
Form
Form

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Perhaps a Better Offer Than “Submit”

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The Page Must Match the Ad
The Relevant Offer found on a Landing
Page depends on where the visitors are
coming from.
Of
Ad
Offer
Offer
Of
Landing Page
Offer
Offer
=

11. @bmassey © 2014-2016 Conversion Sciences
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

12. @bmassey © 2014-2016 Conversion Sciences
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

13. @bmassey © 2014-2016 Conversion Sciences
Ask a Designer
(But keep her away from our page)

14. @bmassey © 2014-2016 Conversion Sciences
Discounted Dollar Bills
50% off of new US dollars
from the leading reseller.
www.mint.gov

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

16. @bmassey © 2014-2016 Conversion Sciences
Add Something That Helps the Business

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Enter a “Friend’s” Credit Card Number

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ArAbandon

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ArAbandon

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Ask the Copywriter
How can we overcome objections that may cause visitors
to abandon our landing page?

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

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Provide ProofPrProof

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13,040,343,961,001 Sold!

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Show the Product!IImage

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Avoid Stock Images
SolarDirect.com
http://www.sxc.hu/profile/guitargoa
http://www.sxc.hu/profile/acerin
Business Porn

37. @bmassey © 2014-2016 Conversion Sciences
Avoid Stock Images
SolarDirect.com
http://www.sxc.hu/profile/guitargoa
http://www.sxc.hu/profile/acerin
Business Porn

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Wait! The Call to Action needs to
POP

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Get Your Discount
Dollar Bills

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Get Your Discount
Dollar Bills

42. @bmassey © 2014-2016 Conversion Sciences
Get Your Discount
Dollar Bills

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Now, let the designer move things
around.

44. @bmassey © 2014-2016 Conversion Sciences
Get Your Discount
Dollar Bills

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The Highly Reactive Combination
+Of
Offer
Offer
Fm
Form
Form
Lp
Landing Page
Landing Page
PrProof
TrTrust
IImage
+ + +
Proof Trust Image

47. @bmassey © 2014-2016 Conversion Sciences
This planner ensures all of the elements are
present for high-converting landing pages.
A Checklist for your
Landing Pages
http://conversci.com/LandingPageChecklist

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What’s Missing?
+Of
Offer
Offer
Fm
Form
Form
Lp
Landing Page
Landing Page
PrProof
TrTrust
IImage
+ + +

50. Get a free Consultation at
Contact:

51. @bmassey © 2014-2016 Conversion Sciences
OfOffer
FmForm
PrProof
TrTrust
IImage
ArAbandon

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OfOffer
FmForm
PrProof
TrTrust
IImage
ArAbandon
Technical Issues http://landing.directcapital.com/4718.html

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OfOffer
FmForm
PrProof
TrTrust
IImage
ArAbandon
http://landing.directcapital.com/4718.html
Which will have a better conversion rate?
http://landing.directcapital.com/4703.html

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OfOffer
FmForm
PrProof
TrTrust
IImage
ArAbandon
http://marketing.lowrysolutions.com/acton/med
ia/7009/lowry-solutions-support-services

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OfOffer
FmForm
PrProof
TrTrust
IImage
ArAbandon
http://marketing.lowrysolutions.com/acton/med
ia/7009/lowry-solutions-support-services

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OfOffer
FmForm
PrProof
TrTrust
IImage
ArAbandon http://marketing.lowrysolutions.com/acton/me
dia/7009/food-safety

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OfOffer
FmForm
PrProof
TrTrust
IImage
ArAbandon
A word about thank you pages.

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OfOffer
FmForm
PrProof
TrTrust
IImage
ArAbandon

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OfOffer
FmForm
PrProof
TrTrust
IImage
ArAbandon

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OfOffer
FmForm
PrProof
TrTrust
IImage
ArAbandon

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OfOffer
FmForm
PrProof
TrTrust
IImage
ArAbandon

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OfOffer
FmForm
PrProof
TrTrust
IImage
ArAbandon

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Questions
Sales Engine Media
www.SalesEngineMedia.com
For a copy of this presentation:
Jason.Myers@salesenginemedia.com