1. Landing Page Optimization Week 4

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

3. 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

4. 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

5. 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

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

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

8. 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)

9. Apply the Conversion Trinity $$ RelevanceValueCTA

10. 3 TYPES OF LANDING PAGES

11. #1. Sales Page

12. #2. Lead Generation Page

13. #3. More Info Page

14. The Art of the Pre-sell

15. Example of Pre-selling Blog Article Webinar Landing Page

16. 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

20. 5 Dimensions 1.Relevance 2.Quality 3.Layout / location 4.Proximity 5.Prominence Source: Market Motive

21. 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

22. Location/Layout

23. Proximity

24. Prominence

25. FUDs

26. 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?

27. Perceived Risks Price Anxiety Confidence

28. 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!

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

30. CASE STUDY

36. 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