@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:[email protected]
@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:[email protected]