Landing Page Science Goes Mainstream on Huffington Post
John Fox, the Founder and President of Venture Marketing, interviewed Brian Massey, The Conversion Scientist, for his article, Anatomy of a Successful Landing Page, that appeared on Huffington Post.
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].
Expertise: conversion rate optimization, AB testing, marketing strategy, digital marketing, analytics, landing page design, computer programming, entrepreneurship
Speaking: IBM, Inbound, LeadsCon, Content Marketing World, Affiliate Summit, and more
Books and Training: Your Conversion Creation Equation, Video CRO, Marketing Videos that Convert, CRO Best Practices
As Seen On: ClickZ, Search Engine Land, Marketing Land, Conversion Sciences Blog, Intended Consequences podcast
Education: Texas A&M University, BS Computer Science and Management
- A/B Testing Guide: The Proven 6-Step Process for Higher Conversions - January 29, 2025
- Creating a Landing Page that Converts: 6 Essential Elements [Infographic] - December 4, 2024
- Confirmation Bias: What It Is and How It’s Hurting Your Website Conversions - August 20, 2024
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