“OPTIMIZE LANDING PAGES”

By Alan Kay

COME FAR ...

RECOVERING ...

SO … BE GENTLE!

OPTIMIZATION MOJOOPTIMIZATION 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 YOUASKING 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 SHOULDI DO IT?

Q:4

Q:5

WHAT IS IT GOINGTO 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 ANXIETYREDUCING 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