the chemistry of a high-converting landing page

@bmassey © 2014-2016Conversion Sciences

The Chemistry of a

High-Converting

Landing Page with Live Critiques

Brian Massey, Conversion Scientist™

Conversion Sciences LLC

www.ConversionSciences.com


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.

Founder of Conversion Sciences Website Optimizer Author Your Customer Creation Equation Lab Wear Fashion Model The Conversion Scientist Blog

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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.


We know something about these visitors.


Components of a Landing Page


The Basic Landing Page Reaction

+ Of Offer

Offer Fm Form

Form Lp

Landing Page

Landing Page


The Simplest Landing Page


Don’t Start with This


Of Offer

Offer Fm Form

Form


Perhaps a Better Offer Than “Submit”


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

=


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


Different Product Different Girl

No mention of Wonderland Collection

Colors Match


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


Add Something That Helps the Business


Enter a “Friend’s” Credit Card Number


Ar Abandon


Ask the Copywriter

How can we overcome objections that may cause visitors

to abandon our landing page?


Build Some Trust

If your company or brand is known to the

visitors, make it prominent to build trust.

Tr Trust


Provide Proof Pr Proof


13,040,343,961,001 Sold!


Show the Product! I Image


Avoid Stock Images

SolarDirect.com

http://www.sxc.hu/profile/guitargoa

http://www.sxc.hu/profile/acerin

Business Porn


We Can Tell Real People from Stock People


Wait! The Call to Action needs to

POP


Get Your Discount Dollar Bills


Now, let the designer move things

around.


Get Your Discount Dollar Bills


The Highly Reactive Combination

+ Of Offer

Offer Fm Form

Form Lp

Landing Page

Landing Page

Pr Proof

Tr Trust

I Image

+ + +

Proof Trust Image


This planner ensures all of the elements are

present for high-converting landing pages.

A Checklist for your

Landing Pages

http://conversci.com/LandingPageChecklist


What’s Missing?

+ Of Offer

Offer Fm Form

Form Lp

Landing Page

Landing Page

Pr Proof

Tr Trust

I Image

+ + +


Of Offer

Fm Form

Pr Proof

Tr Trust

I Image

Ar Abandon


Of Offer

Fm Form

Pr Proof

Tr Trust

I Image

Ar Abandon

http://mgid.com/advertisers

http://mgid.com/advertisers


Of Offer

Fm Form

Pr Proof

Tr Trust

I Image

Ar Abandon

Amazing Arrow, Too many distractions


Of Offer

Fm Form

Pr Proof

Tr Trust

I Image

Ar Abandon

It’s OK to ask for action more than once.


Of Offer

Fm Form

Pr Proof

Tr Trust

I Image

Ar Abandon

Take as much room as you need and no more.


Of Offer

Fm Form

Pr Proof

Tr Trust

I Image

Ar Abandon

Don’t forget the dripping pan


Of Offer

Fm Form

Pr Proof

Tr Trust

I Image

Ar Abandon

Do these images really advance the value proposition?

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the chemistry of a high-converting landing page

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