Brian boils things down to two main purposes of a landing page:
- You must keep the promise you make.
- You must entice the visitor to take action.
You have heard it from us before.
The job of a successful landing page is to deliver on your promise and entice action. How you go about doing it involves the right mix of art and science. The offer delivers on the promise and the form is the mechanism by which a visitor takes action.
There are more elements that Brian talks about in the article. If a landing page were a lab experiment, the formula would look like this:
In this piece, Brian breaks down each element of a successful landing page – offer, form, proof, trust, image – providing case studies, examples, and more in depth details and statistics.
For further information about Landing Pages, check out Discover the Chemistry of a Successful Landing Page [Infographic].
Brian Massey is the Founder and Conversion Scientist at Conversion Sciences. He is the author of Your Customer Creation Equation. His rare combination of interests, experience and neuroses were developed over almost 20 years as a computer programmer, entrepreneur, corporate marketer, international speaker and writer.