This presentation is from Affiliate Summit West 2016 (January 10-12, 2016 in Las Vegas, NV). Session description: There is a chemical formula for landing pages. Brian Massey idenitifies the elements and catalysts must be present to create a high-converting landing page, then evaluates your examples LIVE.

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The Chemistry of a
High-Converting
Landing Page
with Live Critiques
Brian Massey,
Conversion Scientist™
Conversion Sciences LLC
www.ConversionSciences.com

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Today You Will Learn
• Why landing pages are so powerful.
• How to build landing pages backward.
• The components of a successful landing page.
• To never, ever ask someone to review your landing page
again.

3. Founder of Conversion Sciences
Website Optimizer
Author Your Customer Creation Equation
Lab Wear Fashion Model
The Conversion Scientist Blog
Contact:

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

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We know something about these visitors.

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Components of a Landing Page

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The Basic Landing Page Reaction
+Of
Offer
Offer
Fm
Form
Form
Lp
Landing Page
Landing Page

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The Simplest Landing Page

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Don’t Start with This

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Of
Offer
Offer
Fm
Form
Form

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Perhaps a Better Offer Than “Submit”

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The Page Must Match the Ad
The Relevant Offer found on a Landing
Page depends on where the visitors are
coming from.
Of
Ad
Offer
Offer
Of
Landing Page
Offer
Offer
=

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Discounted Dollar Bills
From the leader in
Dollar resales.
www.mint.gov
Discounted Dollar Bills
50% off of new US dollars
from the leading reseller.
www.mint.gov
A B

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Discounted Dollar Bills
From the leader in
Dollar resales.
www.mint.gov
Discounted Dollar Bills
50% off of new US dollars
from the leading reseller.
www.mint.gov
A B

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Different Product
Different Girl
No mention of
Wonderland Collection
Colors Match

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Ask a Designer
(But keep her away from our page)

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Discounted Dollar Bills
50% off of new US dollars
from the leading reseller.
www.mint.gov

20. Discounted Dollar Bills
50% off of new US dollars
from the leading reseller.
www.mint.gov

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Add Something That Helps the Business

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Enter a “Friend’s” Credit Card Number

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ArAbandon

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ArAbandon

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Ask the Copywriter
How can we overcome objections that may cause visitors
to abandon our landing page?

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Build Some Trust
If your company or brand is known to the
visitors, make it prominent to build trust.
TrTrust

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Provide ProofPrProof

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13,040,343,961,001 Sold!

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Show the Product!IImage

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Avoid Stock Images
SolarDirect.com
http://www.sxc.hu/profile/guitargoa
http://www.sxc.hu/profile/acerin
Business Porn

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Avoid Stock Images
SolarDirect.com
http://www.sxc.hu/profile/guitargoa
http://www.sxc.hu/profile/acerin
Business Porn

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We Can Tell Real People from Stock People

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Wait! The Call to Action needs to
POP

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Get Your Discount
Dollar Bills

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Get Your Discount
Dollar Bills

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Get Your Discount
Dollar Bills

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Now, let the designer move things
around.

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Get Your Discount
Dollar Bills

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The Highly Reactive Combination
+Of
Offer
Offer
Fm
Form
Form
Lp
Landing Page
Landing Page
PrProof
TrTrust
IImage
+ + +
Proof Trust Image

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This planner ensures all of the elements are
present for high-converting landing pages.
A Checklist for your
Landing Pages
http://conversci.com/LandingPageChecklist

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What’s Missing?
+Of
Offer
Offer
Fm
Form
Form
Lp
Landing Page
Landing Page
PrProof
TrTrust
IImage
+ + +

56. Get a free Consultation at
Contact: