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The Science of Landing Pages & How To Build One Backwards

With Live Critiques
By Brian Massey and Joel Harvey
Stick around afterward
See how Unbounce can help you quickly build
and publish targeted landing pages
(without having to code)
The Science of Landing Pages & How To Build One Backwards

Ryan Engley
Director of Customer Success
Unbounce

@ryan_engley

Join our chat on
Twitter
The Science of Landing Pages & How To Build One Backwards

Brian Massey
Conversion Scientist
Conversion Sciences

Conversion Scientist
Conversion Sciences

@BMassey

Join our chat on
Twitter

Joel Harvey
@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
Components of a Landing Page
The Science of Landing Pages & How To Build One Backwards

The Basic Landing Page Reaction

Of

Offer

Offer

+

Fm

Lp

Form

Landing Page

Form

Landing Page
The Simplest Landing Page
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

Of

Offer

Offer

Fm
Form

Form
Perhaps a Better Offer Than “Submit”
The Science of Landing Pages & How To Build One Backwards

The Page Must Match The Ad
Of

Offer

Ad Offer

=

Of

Offer

Landing Page
Offer

The relevant Offer found on a landing page
depends on where the visitors are coming from
The Science of Landing Pages & How To Build One Backwards

A

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

B

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

A

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

B

Discounted Dollar Bills
50% off of new US dollars
From the leading reseller.
www.mint.gov
Ask a Designer
(But keep her away from our page)
The Science of Landing Pages & How To Build One Backwards

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

Trust

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

Proof

Provide Proof
The Science of Landing Pages & How To Build One Backwards
The Science of Landing Pages & How To Build One Backwards
I

Image

Show the Product!
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
The Science of Landing Pages & How To Build One Backwards

The Basic Landing Page Reaction

Of

Offer

Offer

+

Fm
Form

Form

+

Pr

+

Tr

+

I

Lp

Proof

Trust

Image

Landing Page

Proof

Trust

Image

Landing Page
Examples
The Science of Landing Pages & How To Build One Backwards
The Science of Landing Pages & How To Build One Backwards

What’s Missing?

Of

Offer

Offer

+

Fm
Form

Form

+

Pr

+

Tr

+

I

Lp

Proof

Trust

Image

Landing Page

Proof

Trust

Image

Landing Page
The Science of Landing Pages & How To Build One Backwards

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

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

www.CustomerCreationEquation.com
h"p://90dayaccountantschallenge.com/
http://car.creditandfinance.com.au/instant-car-loan/
http://
presidentialprivatejet.com/
private-jet-charter/a-wordto-personal-assistants/
http://bullseyetrainers.com/office-2010/
http://input.nerdery.com/wordpress-nerds/c.html
http://deals.weddingful.com/bride_free_signup/?
r=FB_Newsfeed_Likeus
http://specials.playitagainvideo.com/film-transfer/
http://contact.backclinicsofcanada.ca/landing-page-for-bcoc/
http://expert.sorce.co.uk/intranet-opportunities/
http://buy.litterbiotic.com/j.html
http://specials.playitagainvideo.com/film-transfer/
http://quiltingquest.com/quiltingmadesimple/
http://advertorialformula.com/report/
http://cars.sellyourcarfast.com.au/
http://on.carecloud.com/EHR-play.html#formbase
http://drive.worldclassdriving.com/ferrari-las-vegas/
http://ad-industrial.com/banda_transportadora_2
http://quiltingquest.com/quiltingmadesimple/
http://timelife.com/
products/rock-n-rollera
http://crucerocaribe.misquince.co/ps/viaje-dequinceaeras-crucero-por-el-caribe-tus-quince-enmanos-de-expertos
http://brookswebdesign.net/mobile-apps-for-small-business/
why.unbounce.com/science
Why Unbounce?
It’s fast
Build your landing pages in hours – not weeks
You’re in control
Build, publish and optimize on your terms
You’ll get better results
Increase conversions with targeted pages & A/B testing

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