The science of landing pages

The Science of Landing Pages & How To Build One Backwards

With Live Critiques By Brian Massey and Joel Harvey

See how Unbounce can help you quickly build and publish targeted landing pages

(without having to code)

Stick around afterward

Director of Customer Success

Ryan Engley

Unbounce

@ryan_engley

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The Science of Landing Pages & How To Build One Backwards

Conversion Scientist

Brian Massey

Conversion Sciences

@BMassey

Join our chat on Twitter

Conversion Scientist

Joel Harvey

Conversion Sciences

@JoelJHarvey

The Science of Landing Pages & How To Build One Backwards

Don’t think. Know. Analytics Geeks

Hypotheses over Hype Scientific Method We like to win

The Science of Landing Pages & How To Build One Backwards

Today You Will Learn

•  How to build landing pages that work •  The components of a successful landing page •  To never, ever ask someone to review your landing page live

The Science of Landing Pages & How To Build One Backwards

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

The Science of Landing Pages & How To Build One Backwards

Components of a Landing Page

Fm

The Basic Landing Page Reaction

Of

Offer

Offer

Form

Form Lp

Landing Page

Landing Page

+

The Science of Landing Pages & How To Build One Backwards

The Simplest Landing Page

The Science of Landing Pages & How To Build One Backwards

The Science of Landing Pages & How To Build One Backwards

Of

Offer

Offer Fm

Form

Form

The Science of Landing Pages & How To Build One Backwards

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

Of

Landing Page Offer

Offer Of

Ad Offer

Offer =

The Science of Landing Pages & How To Build One Backwards

Discounted Dollar Bills From the leader in Dollar resales. www.mint.gov

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

B

The Science of Landing Pages & How To Build One Backwards

Discounted Dollar Bills From the leader in Dollar resales. www.mint.gov

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

B

The Science of Landing Pages & How To Build One Backwards

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

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

The Science of Landing Pages & How To Build One Backwards

Add Something That Helps The Business

The Science of Landing Pages & How To Build One Backwards

The Science of Landing Pages & How To Build One Backwards

The Science of Landing Pages & How To Build One Backwards

The Science of Landing Pages & How To Build One Backwards

The Science of Landing Pages & How To Build One Backwards

The Science of Landing Pages & How To Build One Backwards

Ask the Copywriter

How can we overcome objections that may

cause visitors to abandon our landing page?

The Science of Landing Pages & How To Build One Backwards

Build Some Trust

If your company or brand is known to the

visitors, make it prominent to build trust.

Tr Trust

The Science of Landing Pages & How To Build One Backwards

The Science of Landing Pages & How To Build One Backwards

The Science of Landing Pages & How To Build One Backwards

The Science of Landing Pages & How To Build One Backwards

Provide Proof Pr Proof

The Science of Landing Pages & How To Build One Backwards

The Science of Landing Pages & How To Build One Backwards

Show the Product! I Image

The Science of Landing Pages & How To Build One Backwards

Wait! The Call to Action Needs to Pop!

The Science of Landing Pages & How To Build One Backwards

The Science of Landing Pages & How To Build One Backwards

The Science of Landing Pages & How To Build One Backwards

The Science of Landing Pages & How To Build One Backwards

Now, let the designer move things around.

The Science of Landing Pages & How To Build One Backwards

The Science of Landing Pages & How To Build One Backwards

Fm

The Basic Landing Page Reaction

Of

Offer

Offer

Form

Form Lp

Landing Page

Landing Page

+

The Science of Landing Pages & How To Build One Backwards

Pr Tr I Image

Proof Trust Image

Proof Trust

+ + +

Examples

The Science of Landing Pages & How To Build One Backwards

Fm

What’s Missing?

Of

Offer

Offer

Form

Form Lp

Landing Page

Landing Page

+

The Science of Landing Pages & How To Build One Backwards

Pr Tr I Image

Proof Trust Image

Proof Trust

+ + +

Business Porn?

The Science of Landing Pages & How To Build One Backwards

This took about 20 minutes using PowerPoint

The Science of Landing Pages & How To Build One Backwards

The Science of Landing Pages & How To Build One Backwards

The Science of Landing Pages & How To Build One Backwards

Learn how to apply •  Your Conversion Lab •  Marketing Batteries •  Blogs that Erupt •  Backwards Landing Pages •  Checkout Cholesterol •  Social Homing Beacons

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