Landing Page Optimization Week 4

Week 2: Review Factors That Affect Conversion Testing Concepts Forming Testing Goals (Tips) Designing Your Test The Hierarchy of Optimization More Testing Strategies

Week 3: You’ll Learn Landing Page Optimization 3 Types of Landing Pages 9 Main Landing Page Elements The Art of Pre-selling 5 Dimensions FUDs Landing Page: Case Study Action Plan

CRO is All About… Understanding what motivates people It’s about WHY, not WHAT. What’s holding them back from taking the desired action? Understand what elements drive people to make decisions

What’s a Landing Page? “The specific webpage a user is sent to when they click on a link” - thehoneypotbook.com “The first page that a visitor lands on as a result of a traffic acquisition activity. It can be a stand- alone page, a page of a microsite, or a page on the company's main website.” - guidetowebanalytics.com

Traffic Sources Search Engine Banner Ad shot PPC ad Social Media Offline ads

Begin With the End in Mind Ask: “What is the Purpose of your landing page?” “Which pages of your site are absolutely crucial?”

Before You Optimize… Browser compatible Mobile compatible Popular resolutions What falls behind or above the fold If there are more info below the fold, is it obvious? (does it make viewers scroll)

Apply the Conversion Trinity $$ RelevanceValueCTA

3 TYPES OF LANDING PAGES

#1. Sales Page

#2. Lead Generation Page

#3. More Info Page

The Art of the Pre-sell

Example of Pre-selling Blog Article Webinar Landing Page

9 Main Landing Page Sections 1.Logo 2.Headline 3.Offer 4.Descriptive Copy 5.Product/Service Presentation 6.Calls to Action 7.Confidence Building 8.Links to More Info 9.Template Elements

5 Dimensions 1.Relevance 2.Quality 3.Layout / location 4.Proximity 5.Prominence Source: Market Motive

Relevance: Grab Attention Test how you reinforce scent Test engaging People’s senses in your Headlines Test making a claim by using a remarkable example Test the formatting of your headlines Test writing your headlines as a before & after claim

Location/Layout

Proximity

Prominence

FUDs

What They Are Thinking What if I don’t? Will this service give me the results I am looking for? Is this worth the investment? Is my information safe?

Perceived Risks Price Anxiety Confidence

How To Deal with FUDs Investigate Give more Information (e.g., Buyer’s Guide) Give Valuable Info (e.g, Comparison Table) Make an Irresistible Offer Provide Warranties/ Guarantees Get out of your Perspective Offer Incentives!

Incentives Lower prices and greater savings Freebies Buy one, get one free opportunities Product bundling Bonuses

CASE STUDY

Action Plan Apply the Conversion Trinity to 2 of your Landing Pages Add missing elements to your Landing page (if applicable) Use the 5 Dimensions to improve each element in your landing page List ways to mitigate FUDs