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@bmassey © 2014-2016 Conversion Sciences
The Chemistry of the
Landing Page
with Live Critiques
Brian Massey,
Conversion Scientist™
Conversion Sciences LLC
www.ConversionSciences.com
@bmassey © 2014-2016 Conversion Sciences
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.
@bmassey
Founder of Conversion Sciences
Website Optimizer
Author Your Customer Creation Equation
Lab Wear Fashion Model
The Conversion Scientist Blog
Contact:
@bmassey © 2014-2016 Conversion Sciences
Free Critique of Your Landing Page
Write it on a Business Card and bring it up.
@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.
@bmassey © 2014-2016 Conversion Sciences
Components of a Landing Page
@bmassey © 2014-2016 Conversion Sciences
The Basic Landing Page Reaction
+Of
Offer
Offer
Fm
Form
Form
Lp
Landing Page
Landing Page
@bmassey © 2014-2016 Conversion Sciences
The Simplest Landing Page
@bmassey © 2014-2016 Conversion Sciences
Don’t Start with This
@bmassey © 2014-2016 Conversion Sciences
Of
Offer
Offer
Fm
Form
Form
@bmassey © 2014-2016 Conversion Sciences
Perhaps a Better Offer Than “Submit”
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
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
=
@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
@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
@bmassey © 2014-2016 Conversion Sciences
Ask a Designer
(But keep her away from our page)
@bmassey © 2014-2016 Conversion Sciences
Discounted Dollar Bills
50% off of new US dollars
from the leading reseller.
www.mint.gov
@bmassey © 2014-2016 Conversion Sciences
Discounted Dollar Bills
50% off of new US dollars
from the leading reseller.
www.mint.gov
@bmassey © 2014-2016 Conversion Sciences
Add Something That Helps the Business
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
Enter a “Friend’s” Credit Card Number
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
ArAbandon
@bmassey © 2014-2016 Conversion Sciences
ArAbandon
@bmassey © 2014-2016 Conversion Sciences
Ask the Copywriter
How can we overcome objections that may cause visitors
to abandon our landing page?
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
Build Some Trust
If your company or brand is known to the
visitors, make it prominent to build trust.
TrTrust
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
Provide Proof
PrProof
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
13,040,343,961,001 Sold!
@bmassey © 2014-2016 Conversion Sciences
Show the Product!
IImage
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
Avoid Stock Images
SolarDirect.com
http://www.sxc.hu/profile/guitargoa
http://www.sxc.hu/profile/acerin
Business Porn
@bmassey © 2014-2016 Conversion Sciences
Avoid Stock Images
SolarDirect.com
http://www.sxc.hu/profile/guitargoa
http://www.sxc.hu/profile/acerin
Business Porn
@bmassey © 2014-2016 Conversion Sciences
Wait! The Call to Action needs to
POP
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
Get Your Discount
Dollar Bills
@bmassey © 2014-2016 Conversion Sciences
Get Your Discount
Dollar Bills
@bmassey © 2014-2016 Conversion Sciences
Get Your Discount
Dollar Bills
@bmassey © 2014-2016 Conversion Sciences
Now, let the designer move things around.
@bmassey © 2014-2016 Conversion Sciences
Get Your Discount
Dollar Bills
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
The Highly Reactive Combination
+Of
Offer
Offer
Fm
Form
Form
Lp
Landing Page
Landing Page
PrProof
TrTrust
IImage
+ + +
Proof Trust Image
@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
@bmassey
@bmassey © 2014-2016 Conversion Sciences
http://landing.udemy.com/body-language/
@bmassey © 2014-2016 Conversion Sciences
http://landing.udemy.com/body-language/
@bmassey © 2014-2016 Conversion Sciences
http://landing.udemy.com/body-language/
@bmassey © 2014-2016 Conversion Sciences
http://landing.udemy.com/body-language/
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
http://ww2.jive.com/voip-review/au.html
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
https://www.standdesk.co/
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
http://www.specialtystoreservices.com/productdetails.as
px?productid=20968&group=&img=90054.jpg
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
@bmassey © 2014-2016 Conversion Sciences
http://www.open.ac.uk/courses/choose/ppcmba
Business Porn
@bmassey © 2014-2016 Conversion Sciences
Parallax Parallasys
@bmassey © 2014-2016 Conversion Sciences
Reminds us of…
@bmassey © 2014-2016 Conversion Sciences
What’s Missing?
+Of
Offer
Offer
Fm
Form
Form
Lp
Landing Page
Landing Page
PrProof
TrTrust
IImage
+ + +
@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
@bmassey
Get a free Consultation at
Contact:

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