This document contains a summary of a presentation about optimizing landing pages to increase conversions. It discusses focusing the landing page on the desired goal, increasing perceived value and reducing friction. Tactics covered include simplifying the design and copy, using images to focus attention, limiting exits, and emphasizing benefits and calls-to-action. It also provides tips for effective buttons, forms, and building trust through logos and customer testimonials. The presentation recommends testing elements like button text and features placement to improve results.

1. The Ultimate Event for Small Business Success.
Lifecycle Marketing Track
Stay up to date in the ever changing
landscape of lead attraction and
conversion!
Bobby
Edelman
Interns Over 40
www.internsoverforty.com

2. The Ultimate Event for Small Business Success.
Where Are All Your Leads
Hanging Out?
www.internsoverforty.com

3. The Ultimate Event for Small Business Success.
About: Interns Over
40
www.internsoverforty.com
www.internsoverforty.com

4. The Ultimate Event for Small Business Success.
“Young Women Of the Year” Age
88
Mademoiselle magazine
www.internsoverforty.com

5. The Ultimate Event for Small Business Success.
Visited dozens of cities/coffee
shops
Result: Leading Source for Older
workers
Website, blog and online
History

6. The Ultimate Event for Small Business Success.
My (Our) Challenge is:
Attracting New Quality Traffic
Paid
Search Organic
Social
Media
Referral
Email
Marketing
Direct
Traffic

7. The Ultimate Event for Small Business Success.
My Head Felt Like
Exploding

8. The Ultimate Event for Small Business Success.
How Do I Attract Quality
TrafficWhat I do
How I do it
Measuring Results
Costs to Implement
Adapting to Change
How are you going to do it?
www.internsoverforty.com

9. The Ultimate Event for Small Business Success.
My LinkedIn Results: 80%
new

10. The Ultimate Event for Small Business Success.
My Traffic Methodology:
Who is My
Audience
What is Desirable
Outcome &
Financial/Human
Resources
Building the
Foundation:
Linkedin
Profiles
Implementing
Linkedin Lead
Attraction
Programs
Measuring
and Analyzing
Effectiveness

11. The Ultimate Event for Small Business Success.
Audience: No
Fans.
www.internsoverforty.com

12. The Ultimate Event for Small Business Success.
Audience: You Want Ravenous
Fans.
www.internsoverforty.com

13. The Ultimate Event for Small Business Success.
Targeting Your Audience: Demographics
www.internsoverforty.com

14. The Ultimate Event for Small Business Success.
5 Elements to Attracting Traffic In My
Pond
1. Member Profiles
2. Creating Your Groups/Subgroups
3. Joining Other Groups
4. Business page
5. Paid Sponsorship

15. The Ultimate Event for Small Business Success.
Profiles: Building The Foundation
 Profiles: industry or goal objective.
 Connecting: Creating network
1. Tagging
2. Sending a message
3. Sharing an update
4. Building brand/reputation
 Creating and Joining Discussion Groups/Sub-
Groups.
www.internsoverforty.com

16. The Ultimate Event for Small Business Success.
Create Your Own Groups and
Subgroups
www.internsoverforty.com

17. The Ultimate Event for Small Business Success.
Create/Join Relevant Groups
and Subgroups
1) Group must be relevant your Audience.
2) Is it the appropriate size?
3) Create an organic magnetic attraction.
4) What value will you provide to members?
5) Create 10 Groups and 20 Subgroups.
6) Join 50 groups and 20 subgroups.
www.internsoverforty.com

18. The Ultimate Event for Small Business Success.
Creating Groups and Subgroups
www.internsoverforty.com

19. The Ultimate Event for Small Business Success.
Creating Groups and
Subgroups1. Requests to join
2. Announcements
3. Leveraging
Participants
4. Request to Join
Message
5. Welcome
message
6. Decline
Message
7. Group Logo
8. Hero Image (cover)
9. Control editorial
content
10. Group type
11. Group Summary
12. Group Description
13. Managers Features
14. Start A Discussion

20. The Ultimate Event for Small Business Success.
Groups and Subgroups:
Implementing
When: Post 5-8 am might not show up till next day
What: Pay attention to the details
• Link Your posting from a website or blog
• Relevant content
• Layout post properly: Subject, graphics, text
design
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21. The Ultimate Event for Small Business Success.
Posting Result- INCORRECT
METHOD
www.internsoverforty.com

22. The Ultimate Event for Small Business Success.
Posting Result: Correct! (More
Traffic)
www.internsoverforty.com

23. The Ultimate Event for Small Business Success.
Landing Pages
www.internsoverforty.com

24. The Ultimate Event for Small Business Success.
“Gotchas” Problems/Risks
• Group managers block you
• Banned for spamming
• Risk your reputation
• Need time and resources to post
• No one joins your groups
• Creating Avatar profiles to extend
your reach
www.internsoverforty.com

25. The Ultimate Event for Small Business Success.
• Dominate a market segment
• Leverage a highly targeted Market
Place
• Create a sustainable lead funnel
• Build life time customer relationships
• Create alternative communications
methods
• Decrease Cost of visitor acquisition
The Payoff
www.internsoverforty.com

26. The Ultimate Event for Small Business Success.
Learn the 24 Simple Steps to Attract
Quality LinkedIn Traffic
Text the word “Linkedin” to
38470 (we will only text you
once)
Bobby
Edelman
Interns Over 40
www.internsoverforty.com

27. The Ultimate Event for Small Business Success.
How to Create Landing
Pages That Convert!
Landing Page Optimization Best Practices
Melissa Rein
Conversion Rate Optimization Manager, Infusionsoft
@reinmelissa

28. The Ultimate Event for Small Business Success.
Why Create High
Converting Landing
Pages?

29. The Ultimate Event for Small Business Success.
It’s money, Honey.

30. The Ultimate Event for Small Business Success.
The highest revenue-impacting pages
are closest to the final conversion point.
Landing Pages
E-Commerce Pages

31. The Ultimate Event for Small Business Success.
Conversion Science
Theory

32. The Ultimate Event for Small Business Success.
Focus On The End Goal

33. The Ultimate Event for Small Business Success.
Increase Perceived Value,
Diminish Perceived Cost to Opt-in
Perceive
d Cost
Perceived
Value
Anxiety
Friction
Incentive
Value

34. The Ultimate Event for Small Business Success.
Primary Drivers
of Conversion

35. The Ultimate Event for Small Business Success.
Motivation

36. The Ultimate Event for Small Business Success.
Perceived Value

37. The Ultimate Event for Small Business Success.
Incentive

38. The Ultimate Event for Small Business Success.
Motivation
Friction

39. The Ultimate Event for Small Business Success.
Anxiety

40. The Ultimate Event for Small Business Success.
Tactics for
Landing Page Optimization

41. The Ultimate Event for Small Business Success.
Design Essentials

42. The Ultimate Event for Small Business Success.
Simplify Design
Don’t Decorate - Be intentional
• Clean design with clean “eye
paths”
• Think Twice About Horizontal
rules
• Spacing “Float” it but Keep it Tight

43. The Ultimate Event for Small Business Success.
Infusionsoft Case Study:
Feature Page Test

44. The Ultimate Event for Small Business Success.
Keep It Above the Fold
If They Don’t See It, It Doesn’t Exist
• The Fold is Not “Dead”, It’s
Relative
• Brand, Headline, CTA, Form &
Trust – Up Top

45. The Ultimate Event for Small Business Success.

46. The Ultimate Event for Small Business Success.
100%
25%

47. The Ultimate Event for Small Business Success.

48. The Ultimate Event for Small Business Success.
Images Focus Attention
Image Source: Conversion Conference 2013 (PayPal)

49. The Ultimate Event for Small Business Success.
No Exit Links
Provide Only 1 Exit Link – The Conversion
Full Website Navigation is
NOT necessary 100% of the time.

50. The Ultimate Event for Small Business Success.
Copy Essentials

51. The Ultimate Event for Small Business Success.
Simplify Copy
Don’t “Make” Them Read - They won’t
• Easy to Scan
• Use Bulleted Copy Blocks
• Clear, Sequential Thought Process

52. The Ultimate Event for Small Business Success.

53. The Ultimate Event for Small Business Success.
It’s About What You Say
Conversion
Relevancy
Clarity
Urgency
Anxiety
Distraction

54. The Ultimate Event for Small Business Success.
… And It’s How You Say
It
Talk in Terms of What’s in It for Them
• Speak to Visitors Wants & Needs
• Value Propositions
• Benefit-Oriented Copy & CTAs

55. The Ultimate Event for Small Business Success.
Effective Button CTAs
Put Yourself in Their Shoes
• Action-Oriented Language
• Address Motivation for Clicking
Button
• Address Result of Clicking Button

56. The Ultimate Event for Small Business Success.
Infusionsoft Demo CTA
Test
CONTROL: “Watch Demo”
WINNER: “See Product Video”

57. The Ultimate Event for Small Business Success.
Form Essentials

58. The Ultimate Event for Small Business Success.
Forms: Less is more
Ask For Only What You Need
Easy Information First

59. The Ultimate Event for Small Business Success.
Use Top Aligned Labels
http://www.thatwebguyblog.com/post/15-steps-towards-better-form-usability/

60. The Ultimate Event for Small Business Success.
Colorful CTA Buttons
Use High Contrast Form Buttons
with an Action Oriented CTA

61. The Ultimate Event for Small Business Success.
Trust Essentials

62. The Ultimate Event for Small Business Success.
In Logos We Trust
• Use “Expert” Validation & Customer
Logos
• Place Above Fold & Near CTA Button

63. The Ultimate Event for Small Business Success.
Use Emblems
• Reduces Anxiety
• Quickly Communicates Ideas
• Create Focus on CTA / Value
Proposition

64. The Ultimate Event for Small Business Success.
Utilize Customer Love
• Use Real Customer Images
• Use Customer “Quotes”

65. The Ultimate Event for Small Business Success.

66. The Ultimate Event for Small Business Success.
Landing Page
Best Practices Checklist

67. The Ultimate Event for Small Business Success.
Get Your
Landing Page
Best Practice
Checklist:
go.infusionsoft.com/L
PO

68. The Ultimate Event for Small Business Success.
Books & Tools:
Melissa
Rein
Conversion Rate
Optimization
Manager,
Infusionsoft
@reinmelissa