Slides from my talk at Digital Growth Unleashed in London on the 17 October 2018. ABSTRACT In all good stories things happen for a reason. Every prop and character that is present, every line that is spoken and song that is played has a role to play in making the story come together. In this talk Anna takes us on a journey of what we can learn from traditional storytelling methods when it comes to optimising landing pages and how narrative structure is key in ensuring we're telling the right story to the right audience, at the right time. https://digitalgrowthunleashed.co.uk/agenda/?rmid=session57101#s-session57101