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OPTIMIZE  LANDING PAGES By Alan Kay
COME FAR ...
RECOVERING ...
SO … BE GENTLE!
OPTIMIZATION MOJO
PROFIT FROM MY PAIN
 
SURPRISE!
WHO IS THIS GUY?
EXPERT?
LANDING PAGE?
NOT A HOME PAGE!
WHY?
10 KEYS
VITAL MINDSETS
WHAT & HOW TO TEST
SURPRISE TIME!
MAKE 1 NEW FRIEND
WHO IS THIS GUY?
EXPERT?
 
LANDING PAGE?
 
 
NOT A “HOME” PAGE
WHY?
 
 
 
ANXIETY
WHY ARE YOU ASKING ME THAT?
WHAT ARE YOU GOING TO DO WITH MY EMAIL ADDRESS?
HOW DO I KNOW WHAT YOU”RE TELLING ME IS CORRECT?
FRICTION
LENGTH OF PATH
FIELD LAYOUT
 
 
10 KEYS
ANSWER THESE: 1
WHERE AM I AT? Q :1
WHAT CAN I DO  HERE? Q :2
WHAT AM I  GOING TO GET? Q :3
WHY SHOULD I DO IT? Q :4
Q :5 WHAT IS IT GOING TO COST ME?
MAKE IT SIMPLE 2
 
EASY TO READ TEXT 3
 
LOOK OFFICIAL 3
 
 
JUSTIFY GRAPHICS 4
 
BE SPECIFIC 5
The “Monster traffic formula blueprint” report has been downloaded 78,897 times.
SUMMARIZE OFFER 6
 
BOLD KEY BENEFITS 7
 
WORTHY BUTTON TEXT 8
 
 
VALUE PROPOSITION 9
WHY SHOULD I DO BUSINESS WITH YOU AND NOT YOUR COMPETITORS?
“ Pizza delivered in 30 minutes or it's free. ”
HOT COPY 10
IF YOU CAN WRITE HOT COPY … WRITE IT
IF YOU SUCK...  HIRE SOMEONE
IF YOU DONT LIKE SPENDING $'S … STUDY COPYWRITING
MINDSET
FOLD OBSESSION
CONVERSATION
WHAT & HOW TO TEST
FOCUS ON: RELIEVING ANXIETY REDUCING FRICTION
RELIEVING ANXIETY EXAMPLES:
DISPLAY  THIRD-PARTY SEALS 1
DISPLAY  PROFESSIONAL CERTIFICATIONS 2
DISPLAY  YOUR PHONE NUMBER 3
DISPLAY  AWARDS 4
REFERENCE ANY MEDIA YOU HAVE APPEARED IN 5
INCLUDE TESTIMONIALS & POSITIVE REVIEWS 6
INCLUDE PICTURES OF YOU WITH EXPERTS 7
DISPLAY POPULARITY 8
PROVIDE A VIDEO DEMONSTRATION 9
THE LIST COULD GO ON AND ON AND ON … THINK! X
USE GOOGLE WEBSITE OPTIMIZER
FINAL WORDS
MAKE IT HAPPEN
 
QUESTIONS

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How To Optimize Landing Page Conversion