Landing pages baffle and confuse us. There are a dozens of components that could be used on them: testimonials, trust symbols, long-form copy, video, Johnson boxes, risk reversal, and more.
One of the biggest problems is that we believe that they are Web pages first and foremost. This implies that they have our company logo, our Web site navigation, footer links, and that they are designed like our corporate Web site. This creates the wrong context for our landing pages that make them complex, confusing and ineffective.
If you’re new to the term, a landing page is a page with singular focus. It serves traffic from a single source generally and asks for one action to be completed: complete a form, buy a product, etc.
What if we started with the call to action and grew a page from there? Which components would we add and why?
This is the topic of my DFWSEM presentation The Chemistry of the Landing Page in Dallas. I hope you will come.
We’ll start with this:
image
and built our landing page from there. We might find things less baffling.
Register for the event if you’re in or near Dallas on August 10. You won’t leave baffled.

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Brian Massey

Conversion Scientist™ at Conversion Sciences
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.
9 replies
  1. Dave McClure
    Dave McClure says:

    love this way of thinking.
    taking it even further: instead of even the CTA button on the page, what if we start with key emotional states in the user’s mind? what fundamental needs / fears / desires do they have? what pictures & words ignite the psyche to respond?
    how can we construct a CTA that aligns with these needs, these pictures, and what services are useful enough that people will use them / pay for them?
    in fact this is the kind of thinking we should begin with, before even writing one line of code.

    Reply
    • Brian Massey
      Brian Massey says:

      Dave, you speak of personas, which have at their core the event in their lives that trigger their visit. Much wisdom comes from this kind of insight. Just as Olivander, the Wand Maker from Harry Potter intones “The wand chooses the wizard,” I say, “The Web site chooses the visitor.” Not the other way around. Thanks for the comment.

      Reply

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  1. […] from the original E*Trade landing page. He wrote in response to my announcement that I would be speaking about landing pages at the DFWSEM […]

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