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Dan McGaw - [email protected]
! Ways to make your landing ! page and A/B testing perform!!December 12th 2013
3
@danielmcgaw #KISSwebinar
@itsjengordon #KISSwebinar
1 Why your landing page doesn’t convert
We’ll cover…
2 Solve juicy problems
3 Emotional offers are irresistible
4 Landing page design essentials
Why your Landing Page Doesn’t Convert
1
Conventional landing page Conversion Advice
Lots of advice… little results.
Why are people still writing articles about how to increase conversions?!?
What the articles don’t tell you…
There’s something missing!and that something is the biggest reason
why your landing pages don’t convert.
What’s Missing
What’s missing is an understanding of your customers’!!
real, juicy, gut-wrenching problems
Another wording…
Your landing page isn’t converting!because you don’t understand your customers’!
!
real, juicy, gut-wrenching problems
Lots of advice… little results.
Provide pain relief
To design and write a successful landing page, you have to be passionate about people and their problems. Only when you tap into how people FEEL about their problems can you provide a solution.
Useless!Advice!
(these tips are useless if you aren’t!hitting on a big enough pain point)
You can’t skimp on research
These problems are rarely uncovered:!!• Using online survey’s alone!• By interviewing 5-10 customers!• By asking just 2-3 questions!• When you assume *anything* about what they
think and feel!!
In this webinar I’ll show you a method for extracting customers real, juicy, gut-wrenching problems.!
Juicy problems are revealed in conversations
Testing copy/design vs. problems/solutions
Real, juicy, gut-wrenching problems
Real, Juicy,!Gut-wrenching!
ProblemsWrite Copy Design Test Copy!
& Design
$$
$ $ $$
$
Result
Real, Juicy,!Gut-wrenching!
ProblemsWrite Copy Design Test Copy!
& Design Result
Assumed problems (or problems that aren’t *that* painful)
Assumed!Problems Write Copy Design Testing Problem!
and Solutions Result
Assumed!Problems!(Revised based!
on result)
Write Copy Design Testing Problem!and Solutions Result
Assumed!Problems!(Revised based!
on result)
Write Copy Design Testing Problem!and Solutions Result
Real, Juicy,!Gut-wrenching!
ProblemsWrite Copy Design Test Copy!
and Design Result
Identifying problems, motives and emotions
How do you find out what keeps your customers up at night?
I use Lean Startup Thinking
And an unfortunately Cheezy name…
Mining for juicy problems
2
Start the dialogue online
You can’t see this online
Case Study: Yapp
Questions to find Juicy Problems
• What problems deter you from achieving your goal(s)?!
• What repetitive problems do you experience?!
• What repetitive tasks do you work on?!
• What are things you work on that take the most time?!
• What are some of the annoying things you have to do on a regular basis?!
• What’s the most important activity in your work/business/home life? What
pains or aggravation are associated with that activity?!
• What problems cost you the most money?!
• When you think about running your business, what keeps you up at night?
Keep digging
After every each answer, keep digging - ask:!
!
What else?!and!
Tell me more.
Yapp Customers are Feeling…
Yapp Customer’s Emotional Pulse!!
• Unknowledgeable, powerless, like a beginner!• Lack of Trust!• Fear of wasting time and money!• Failure (if they’ve tried other solutions)
How do you instill a sense of trust?
6 Drivers of Trust:!!
• Stability!• Innovation!• Relationship!• Practical value!• Guiding vision!• Competent
Emotional offers are irresistible
3
Get a landing page that packs an emotional punch
Addressing trust, fear and anxiety
Addressing time, money &
technical skillsvs.!
$$
$ $ $$
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Essential Landing Page Design Techniques
3
The Ultimate Guide to Conversion Centered Design
Free Landing Page Template (PSD format)
Get the Assets used in this Webinar
Download your copy of the:!
!
• Juicy Problems Board!
• CCD Landing Page Template (psd format)!
!
Click here for Download Page
Dan McGaw - [email protected]
Ways to make your landing page and A/B testing perform!December 12th 2013
3
1 Solve juicy problems first
2 Pre-sell your landing page offer to your customers
TAKE AWAYS -
3 Focus on essential LP design tips
@danielmcgaw #KISSwebinar
Questions?
Thank you
