The document discusses building landing pages backwards by focusing first on the call to action and form, then adding key elements like the offer, proof, trust signals, and images. It recommends starting with the basic components - offer, form, and landing page - then iteratively improving the page by gathering input from different specialists and testing elements like addressing objections, adding trust signals, and emphasizing the call to action. The presentation provides examples of effective landing pages and emphasizes testing pages to improve conversions.

1. The Science of Landing Pages & How To Build One Backwards
With Live Critiques
By Brian Massey and Joel Harvey

3. Stick around afterward
See how Unbounce can help you quickly build
and publish targeted landing pages
(without having to code)

4. The Science of Landing Pages & How To Build One Backwards
Ryan Engley
Director of Customer Success
Unbounce
@ryan_engley
Join our chat on
Twitter

5. The Science of Landing Pages & How To Build One Backwards
Brian Massey
Conversion Scientist
Conversion Sciences
Conversion Scientist
Conversion Sciences
@BMassey
Join our chat on
Twitter
Joel Harvey
@JoelJHarvey

6. The Science of Landing Pages & How To Build One Backwards
Don’t think. Know.
Analytics Geeks
Hypotheses over Hype
Scientific Method
We like to win

7. The Science of Landing Pages & How To Build One Backwards
Today You Will Learn
• How to build landing pages that work
• The components of a successful landing page
• To never, ever ask someone to review your
landing page live

8. The Science of Landing Pages & How To Build One Backwards
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

9. Components of a Landing Page

10. The Science of Landing Pages & How To Build One Backwards
The Basic Landing Page Reaction
Of
Offer
Offer
+
Fm
Lp
Form
Landing Page
Form
Landing Page

11. The Simplest Landing Page

12. The Science of Landing Pages & How To Build One Backwards

13. The Science of Landing Pages & How To Build One Backwards

14. The Science of Landing Pages & How To Build One Backwards
Of
Offer
Offer
Fm
Form
Form

15. Perhaps a Better Offer Than “Submit”

16. The Science of Landing Pages & How To Build One Backwards
The Page Must Match The Ad
Of
Offer
Ad Offer
=
Of
Offer
Landing Page
Offer
The relevant Offer found on a landing page
depends on where the visitors are coming from

17. The Science of Landing Pages & How To Build One Backwards
A
Discounted Dollar Bills
From the leader in
Dollar resales.
www.mint.gov
B
Discounted Dollar Bills
50% off of new US dollars
From the leading reseller.
www.mint.gov

18. The Science of Landing Pages & How To Build One Backwards
A
Discounted Dollar Bills
From the leader in
Dollar resales.
www.mint.gov
B
Discounted Dollar Bills
50% off of new US dollars
From the leading reseller.
www.mint.gov

19. Ask a Designer
(But keep her away from our page)

20. The Science of Landing Pages & How To Build One Backwards
Discounted Dollar Bills
50% off of new US dollars
From the leading reseller.
www.mint.gov

21. Add Something That Helps The Business

22. The Science of Landing Pages & How To Build One Backwards

23. The Science of Landing Pages & How To Build One Backwards

24. The Science of Landing Pages & How To Build One Backwards

25. The Science of Landing Pages & How To Build One Backwards

26. The Science of Landing Pages & How To Build One Backwards

27. The Science of Landing Pages & How To Build One Backwards

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

29. The Science of Landing Pages & How To Build One Backwards

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

31. The Science of Landing Pages & How To Build One Backwards

32. The Science of Landing Pages & How To Build One Backwards

33. The Science of Landing Pages & How To Build One Backwards

34. The Science of Landing Pages & How To Build One Backwards

35. Pr
Proof
Provide Proof

36. The Science of Landing Pages & How To Build One Backwards

37. The Science of Landing Pages & How To Build One Backwards

38. I
Image
Show the Product!

39. The Science of Landing Pages & How To Build One Backwards

40. Wait! The Call to Action Needs to Pop!

41. The Science of Landing Pages & How To Build One Backwards

42. The Science of Landing Pages & How To Build One Backwards

43. The Science of Landing Pages & How To Build One Backwards

44. The Science of Landing Pages & How To Build One Backwards

45. Now, let the designer move things around.

46. The Science of Landing Pages & How To Build One Backwards

47. The Science of Landing Pages & How To Build One Backwards

48. The Science of Landing Pages & How To Build One Backwards
The Basic Landing Page Reaction
Of
Offer
Offer
+
Fm
Form
Form
+
Pr
+
Tr
+
I
Lp
Proof
Trust
Image
Landing Page
Proof
Trust
Image
Landing Page

49. Examples

50. The Science of Landing Pages & How To Build One Backwards

51. The Science of Landing Pages & How To Build One Backwards
What’s Missing?
Of
Offer
Offer
+
Fm
Form
Form
+
Pr
+
Tr
+
I
Lp
Proof
Trust
Image
Landing Page
Proof
Trust
Image
Landing Page

52. The Science of Landing Pages & How To Build One Backwards
Business Porn?

53. The Science of Landing Pages & How To Build One Backwards
This took about 20 minutes
using PowerPoint

54. The Science of Landing Pages & How To Build One Backwards

55. The Science of Landing Pages & How To Build One Backwards
Learn how to apply
• Your Conversion Lab
• Marketing Batteries
• Blogs that Erupt
• Backwards Landing Pages
• Checkout Cholesterol
• Social Homing Beacons
www.CustomerCreationEquation.com

56. h"p://90dayaccountantschallenge.com/

57. http://car.creditandfinance.com.au/instant-car-loan/

58. http://
presidentialprivatejet.com/
private-jet-charter/a-wordto-personal-assistants/

59. http://bullseyetrainers.com/office-2010/

60. http://input.nerdery.com/wordpress-nerds/c.html

61. http://deals.weddingful.com/bride_free_signup/?
r=FB_Newsfeed_Likeus

62. http://specials.playitagainvideo.com/film-transfer/

63. http://contact.backclinicsofcanada.ca/landing-page-for-bcoc/

64. http://expert.sorce.co.uk/intranet-opportunities/

65. http://buy.litterbiotic.com/j.html

66. http://specials.playitagainvideo.com/film-transfer/

67. http://quiltingquest.com/quiltingmadesimple/

68. http://advertorialformula.com/report/

69. http://cars.sellyourcarfast.com.au/

70. http://on.carecloud.com/EHR-play.html#formbase

71. http://drive.worldclassdriving.com/ferrari-las-vegas/

72. http://ad-industrial.com/banda_transportadora_2

73. http://quiltingquest.com/quiltingmadesimple/

74. http://timelife.com/
products/rock-n-rollera

75. http://crucerocaribe.misquince.co/ps/viaje-dequinceaeras-crucero-por-el-caribe-tus-quince-enmanos-de-expertos

76. http://brookswebdesign.net/mobile-apps-for-small-business/

78. why.unbounce.com/science

79. Why Unbounce?

80. It’s fast
Build your landing pages in hours – not weeks

81. You’re in control
Build, publish and optimize on your terms

82. You’ll get better results
Increase conversions with targeted pages & A/B testing