All websites we build have a goal, usually to convince a visitor to do something we want in one way or another. Optimizing websites for conversion requires knowledge about how we humans work, how we make decisions and how we can predict our irrational behavior and use it for good. In this session, we’ll explore working techniques and methods of high converting websites and landing pages, building ourselves a tried-and-tested toolset to make our website achieve business success.

1. High-Converting Websites and Pages
—what do they have in common?

2. WHO
AMI?

3. erik
bernskiöld

4. consultant
entrepreneur
web strategist
speaker
Advisor @

5. Consultancy
Web & Digital Strategy
WordPress
Web Agency

6. Websites
don’t
convert…

7. PAGES DO!

8. Page Types

9. The
About Page

10. Goal
Build TrustThe
About Page

11. The
PRODUCT Page

12. BUILD COMFORT IN THE
FULL OFFERINGThe
PRODUCT Page

13. We don’t sell
PRODUCTS

14. WE SELL SERVICES &
EXPERIENCES

15. WHY
DO WE
BUY ACAR?

16. CONVINCE VISITORS
THAT YOUR PRODUCT IS
PERFECT

17. HOW DO WE DO THIS?

18. ?
WHAT DOES
THE VISITOR
WANT

19. ?WHAT MOTIVATES
HUMANS

20. BEHAVIORAL
ECONOMICS

21. HUMANS ARE
RATIONALLY IRRATIONAL

22. MAKING DECISIONS IS HARD

23. CHOOSING
WHAT
TO EAT!

24. Help Users Make
DECISIONS

25. Make
UsersFEEL GOODAbout our offering

26. What does a
landing page
needS to do?

27. LANDING PAGE
A page that is specifically targeted at
capturing and converting a user for a
specific action.
Context: Marketing

28. Explain the offering
1

29. SOLUTION = NEEDS

30. Appeal to emotions
2

31. BUILD TRUST
3

32. “I’m in good
company here!”

33. CLOSE THE SALE
4

34. Elements &
Tricks
8

35. Headlines

36. LITTLE
COMMITMENT
= SHORT
Landing
Pages

37. COMPLEX
PRODUCTS
= LONG
Landing
Pages

38. Beautiful Imagery

39. CLEAR
VALUE PROPOSITION

40. REAL testimonials

41. Videos

42. Powerful & Appropriate
CALL TO ACTIONS

43. Help USERS
make the decision
to purchase
from you

44. QUESTIONS
?
???
?
?
?

45. Contact Me
erik@bernskioldmedia.com
www.erikbernskiold.com
@ErikBernskiold
facebook.com/bernskiolderik

46. High-Converting Websites and Pages
—what do they have in common?