content jam 2016: joel harvey - chemistry of the landing page

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

The Chemistry of the Landing Page

Joel Harvey, Conversion Scientist™

Conversion Sciences LLCwww.ConversionSciences.com

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

Today You Will Learn• Why landing pages are so powerful.• How to build landing pages backward.• The components of a successful landing page.• How to evaluate your own landing pages.

@bmassey

Joel Harvey, Conversion Scientist

Managing Partner of Conversion Sciences

Website Optimizer Lab Wear Fashion ModelThe Conversion Scientist BlogConversionSciences.com/blog/Contact:joel@conversionsciences.com888.961.6604

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

Drawing for ten free digital copies of “Your Customer Creation Equation.” Write it on a Business Card and bring it up after.

Help Me Convert More Visitors

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

This planner ensures all of the elements are present for high-converting landing pages.

A Checklist for yourLanding Pages

http://conversci.com/LandingPageChecklist

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

What is a Landing PageA single-minded page dead set on keeping the promise made by an ad, link or email and on getting the visitor to take action.

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

No broken promises, please!

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

We know so much about our visitors.AnalyticsPaid Ad Platforms

Webmaster ToolsURL Tagging

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

Components of a Landing Page

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

The Basic Landing Page Reaction

+OfOffer

Offer

FmForm

FormLp

Landing PageLanding Page

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

The Simplest Landing Page

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

Don’t Start with This

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

OfOffer

Offer

FmForm

Form

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

Perhaps a Better Offer Than “Submit”

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

The Page Must Match the Ad

The Relevant Offer found on a Landing Page depends on where the visitors are

coming from.

OfAd

Offer

OfferOf

Landing PageOffer

Offer=

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

Discounted Dollar BillsFrom the leader in Dollar resales.www.mint.gov

Discounted Dollar Bills50% off of new US dollarsfrom the leading reseller.www.mint.gov

A B

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

Discounted Dollar BillsFrom the leader in Dollar resales.www.mint.gov

Discounted Dollar Bills50% off of new US dollarsfrom the leading reseller.www.mint.gov

A B

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

Different ProductDifferent Girl

No mention of Wonderland Collection

Colors Match

It’s not just the words…

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

Ask a Designer(But keep them away from the landing page)

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

Discounted Dollar Bills50% off of new US dollarsfrom the leading reseller.www.mint.gov

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

Discounted Dollar Bills50% off of new US dollarsfrom the leading reseller.www.mint.gov

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

Add Something That Helps Your Business

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

Enter a “Friend’s” Credit Card Number

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

ArAbandon

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

ArAbandon

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

Ask the CopywriterHow can we overcome objections that may cause visitors

to abandon our landing page?

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

Build Some TrustIf your company or brand is known to the

visitors, make it prominent to build trust.

TrTrust

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

“Thanks for the bucks Uncle Chucks”V. Putin 2015

“Thanks for the bucks Uncle Chucks.”-V. Putin, August 2015

“We’re all about those cheap greenbacks.”-X. Jinping, January 2016

“I use dollar purchases to balance my current accounts deficit and mitigate portfolio risk.”-W. Ferrell, June 2016

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

Provide Proof

PrProof

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

13,040,343,961,001 Sold!

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

Show the Product!

IImage

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

Avoid Stock Images

SolarDirect.com

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

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

Business Porn

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

Avoid Stock Images

SolarDirect.com

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

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

Business Porn

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

Wait! The Call to Action needs to POP

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

Get Your Discount Dollar Bills

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

Get Your Discount Dollar Bills

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

Get Your Discount Dollar Bills

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

Now, let the designer move things around.

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

Parallax Parallasys

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

Reminds us of…

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

Get Your Discount Dollar Bills

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

The Highly Reactive Combination

+OfOffer

Offer

FmForm

FormLp

Landing PageLanding Page

PrProof

TrTrust

IImage

+ + +Proof Trust Image

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

This planner ensures all of the elements are present for high-converting landing pages.

A Checklist for yourLanding Pages

http://conversci.com/LandingPageChecklist

@bmassey

Examples

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

What’s Missing?

+OfOffer

Offer

FmForm

FormLp

Landing PageLanding Page

PrProof

TrTrust

IImage

+ + +

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

http://landing.udemy.com/body-language/

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

http://landing.udemy.com/body-language/

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

http://ww2.jive.com/voip-review/au.html

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

The Complete Formula

+OfOffer

Offer

FmForm

FormLp

Landing PageLanding Page

PrProof

TrTrust

IImage

+ + +

@joeljharvey #contentjam © 2014-2016 Conversion Sciences

This planner ensures all of the elements are present for high-converting landing pages.

A Checklist for yourLanding Pages

http://conversci.com/LandingPageChecklist

@bmassey

Joel Harvey, Conversion Scientist

Hire us – ConversionSciences.comContact:joel@conversionsciences.com888.961.6604