The document discusses building landing pages backwards by focusing first on the call to action and form, then adding key elements like the offer, proof, trust signals, and images. It recommends starting with the basic components - offer, form, and landing page - then iteratively improving the page by gathering input from different specialists and testing elements like addressing objections, adding trust signals, and emphasizing the call to action. The presentation provides examples of effective landing pages and emphasizes testing pages to improve conversions.
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Build Landing Pages Backwards With The Science
1. The Science of Landing Pages & How To Build One Backwards
With Live Critiques
By Brian Massey and Joel Harvey
2.
3. Stick around afterward
See how Unbounce can help you quickly build
and publish targeted landing pages
(without having to code)
4. The Science of Landing Pages & How To Build One Backwards
Ryan Engley
Director of Customer Success
Unbounce
@ryan_engley
Join our chat on
Twitter
5. 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
6. 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
7. 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
8. 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
16. 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
17. 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
18. 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
20. 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
46. The Science of Landing Pages & How To Build One Backwards
47. The Science of Landing Pages & How To Build One Backwards
48. 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
50. The Science of Landing Pages & How To Build One Backwards
51. 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
52. The Science of Landing Pages & How To Build One Backwards
Business Porn?
53. The Science of Landing Pages & How To Build One Backwards
This took about 20 minutes
using PowerPoint
54. The Science of Landing Pages & How To Build One Backwards
55. 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