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


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:[email protected]


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


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

A Checklist for yourLanding Pages

http://conversci.com/LandingPageChecklist


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.


No broken promises, please!


We know so much about our visitors.AnalyticsPaid Ad Platforms

Webmaster ToolsURL Tagging


Components of a Landing Page


The Basic Landing Page Reaction

+OfOffer

Offer

FmForm

FormLp

Landing PageLanding Page


The Simplest Landing Page


Don’t Start with This


OfOffer

Offer

FmForm

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.

OfAd

Offer

OfferOf

Landing PageOffer

Offer=


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


Different ProductDifferent Girl

No mention of Wonderland Collection

Colors Match

It’s not just the words…


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


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


Add Something That Helps Your Business


Enter a “Friend’s” Credit Card Number


ArAbandon


Ask the CopywriterHow can we overcome objections that may cause visitors

to abandon our landing page?


Build Some TrustIf your company or brand is known to the

visitors, make it prominent to build trust.

TrTrust


“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


Provide Proof

PrProof


13,040,343,961,001 Sold!


Show the Product!

IImage


Avoid Stock Images

SolarDirect.com

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

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

Business Porn


Wait! The Call to Action needs to POP


Get Your Discount Dollar Bills


Now, let the designer move things around.


Parallax Parallasys


Reminds us of…


Get Your Discount Dollar Bills


The Highly Reactive Combination

+OfOffer

Offer

FmForm

FormLp


PrProof

TrTrust

IImage

+ + +Proof Trust Image

@bmassey

Examples


What’s Missing?

+OfOffer

Offer

FmForm

FormLp


PrProof

TrTrust

IImage

+ + +


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




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

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


The Complete Formula

+OfOffer

Offer

FmForm

FormLp


PrProof

TrTrust

IImage

+ + +

@bmassey

Joel Harvey, Conversion Scientist

Hire us – ConversionSciences.comContact:[email protected]

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

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