Outreach Digital: Recipe for Creating High-converting Landing Pages
CRO For High-Converting Landing Pages · CRO For High-Converting Landing Pages Duane Brown...
Transcript of CRO For High-Converting Landing Pages · CRO For High-Converting Landing Pages Duane Brown...
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CRO For High-Converting Landing Pages
Duane Brown
#INBOUND19
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Agenda
▪ Your Brand
▪ People Are Not
Rational
▪ Customer Research
▪ Landing Page Copy
▪ Design & Layout
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▪ 95% Not 100%
– Brand Campaign
– Low Traffic
– Leaky Site
– Broken Funnel
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Your Brand
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Connect Your
Landing Page
To Your Brand
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People Are NOT Rational
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Decision Making 101
▪ System 1
– Automatic
– Fast
– Unconscious
– Rash
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Decision Making 101
▪ System 2
– Effortful
– Slow
– Controlled
– ...not most people
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Decision Making 101
▪ System 2
– Effortful
– Slow
– Controlled
– ...not most people
▪ System 1
– Automatic
– Fast
– Unconscious
– Rash
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To Much?
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▪ Confirmation Bias
– Reinforce beliefs
Cognitive Load
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▪ Paradox of Choice
– Less is really more
Cognitive Load
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▪ Anchoring Effect
– Start high
Cognitive Load
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▪ Status Quo Bias
– Don’t change
– Free over $$
Cognitive Load
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▪ Sunk Cost Fallacy
+
▪ Status Quo Bias
Cognitive Load
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▪ Hyperbolic
Discounting
– Immediate
gratification
Cognitive Load
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Customer Research
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Unique
Selling
Proposition
(USP)
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Target Customer
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Quantitative
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Last Year
● 2016 - 2018
○ Product Sales
○ Channels
○ Devices
○ Demos
○ Site Search
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Facebook Analytics
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Quantcast Pixel
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“Stop letting amateur
copy wipe out your
conversions.”
Momoko Price
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Motivation ● Desired outcome
● Pain point
● Purchase prompt
Value ● Unique benefits and advantages
● Delightful product features
● Dealer breaker needs/requirements
Anxiety ● Uncertainty
● Objections
● Perceived risk
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Qualitative
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What
[solution
type] do you
currently use
to [solve your
problem]?
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Is there
anything you
dislike or
want to
change about
[your current
solution]?
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What do you
want MOST
from a
[product/servi
ce] like
[NAME]?
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Is there
anything
holding you
back from
trying [NAME]
right now?
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Landing Page Copy
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What are
customers
thinking when
they come to
your landing
page?
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Just write…
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Less Jargon.
More Specific.
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● How does a real person, you don’t know, talk about the
product
● What do they value or what was the big benefit?
● Did they not like similar products/solution?
● What was the big outcome they got from using your
product?
● Interesting phrases, thoughts or analogies used when
thinking about your product
Looking Through Your Research...
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Motivation ● Desired outcome
● Pain point
● Purchase prompt
Value ● Unique benefits and advantages
● Delightful product features
● Dealer breaker needs/requirements
Anxiety ● Uncertainty
● Objections
● Perceived risk
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The Power Of Message Match
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Design & Layout
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Headline
▪ USP
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Lead Gen Forms…
▪ Shorter Forms
– No… Just No.
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Lead Gen Forms…
▪ Shorter Forms
– No… Just No.
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Social Proof
▪ Reference Power
– Media/Press
– Partnerships
– Clients
– Awards
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Objectives
▪ Won’t
Buy?
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Purchase Prompts
▪ Will Buy?
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Demo
▪ Visual Element
– GIF
– Video
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Pricing Grid
▪ Three Options
– Anchoring?
– Keep It Simple
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Call To Action
▪ CTAs
– Consistent
– What will happen?
– StandoutOne Goal. One Action.
One Goal To Rule Them All.
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Summary
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Summary
▪ LP An Island
▪ Rational People
▪ Research Customer
▪ Landing Page Copy
▪ Design & Layout
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About Me
● Lived 6 Cities. 3 Continents
● Traveled 40 Countries
● Huge Gaming & Tech Nerd
● Brands: Unbounce, Quantcast,
WooCommerce & Ogilvy
The End.
Thank you.
@DuaneBrown