Landing Page Optimization

A Review of Key Principles

Session 2 Lesson Plan

Landing Page Optimization

ORIENTATION

Landing Page Optimization

Session 8 Orientation

Conversion Sequence

C = 4m + 3v + 2(i-f) - 2a
Wherein:
C = Probability of conversion
m = Motivation of user
v = Clarity of the value proposition
i = Incentive (additional) to take action
f = Friction elements present
a = Anxiety elements present

Landing Page Optimization

Session 8 Orientation

Landing Page Optimization Meta-theory

i.

People dont buy from websites, people buy from people

ii.

You dont optimize websites; you optimize thought

sequences.

iii.

To optimize thought sequences, you must enter into a

conversation.

iv.

Then you must guide the conversation toward a value

exchange
4

Session 2 Lesson Plan

Landing Page Optimization

VALUE PROPOSITION

Landing Page Optimization

Session 8 Value Proposition

Key Principles

1.

Your value proposition is the primary reason why your ideal prospect should
buy from you rather than you competitors.
This requires you to differentiate your offer from competitors.
You may match a competitor on every dimension of value except one.
In at least one element of value you need to excel.
In this way you become the best choice for your optimum customer.

2.

There are two skills necessary to leverage the power of a value proposition
for your landing pages: the ability to 1) identify and 2) express an effective
value proposition.

Landing Page Optimization

Session 8 Value Proposition

Key Principles

Five Points for Developing an Effective Value Proposition:

ONE: A value proposition is not usually determined, it is discovered. It grows out of
need. We must avoid a sales-driven approach to product development. You
should develop products for the market.
TWO: You are answering this question: Why should my ideal prospect buy from me
instead of a competitor?

THREE: Compare your answer with the claims of your main competitors.
FOUR: Refine your value proposition until you can articulate it in a single, instantly
credible, sentence
FIVE: In the end, you must test your Value Proposition.

Landing Page Optimization

Session 8 Value Proposition

Key Principles

Opr > Oprn > Ocnn

Wherein:

1.

Product Factor: Ensure you have an effective

value proposition before you try to express it
to prospects

2.

Presentation Factor: Ensure your landing page

clearly expresses your value proposition
before you spend $ driving traffic to it.

3.

Channel Factor: Only then, drive as much

(profitable) traffic to your site as possible.

Opr = Optimize Product Factor

Oprn = Optimize Presentation Factor
Ocnn = Optimize Channel Factor

Landing Page Optimization

Session 8 Value Proposition

Key Principles

Holistic approach: Every element at every step along the buy process must either
state or support your value proposition.

Three key elements:

1.

Congruence - having every element of your page either state the value proposition or
support the value proposition.

2.

Continuity - Making certain that each step of the buy process either states or supports
the value proposition. (All the collateral supports or states value prop).

3.

Credibility - Making certain that every statement of value is communicated in a way

that is instantly credible.

Session 2 Lesson Plan

Landing Page Optimization

MOTIVATION

10

Landing Page Optimization

Session 8 Motivation

Key Principles

1.

Motivation, which has the highest coefficient in the conversion

heuristic, is made up of two components: the 1) magnitude and 2)
nature of the customers demand for the product.

2.

To determine the nature and the magnitude of customer desire, you

must look at your channels. The best way to accomplish this is
through development of an Channel Map.

11

Landing Page Optimization

Session 8 Motivation

Key Principles

Five Steps of Channel Mapping:

1. Measure Each Channel identifying the primary independent sources (Channels) of
traffic to your landing page and establish the essential metrics to measure their
performance.
2. Rank Each Channel Organize and prioritize each channel by descending
performance level.
3. Profile Each Channel Identify the unique characteristics of customers within a top
performing channel that make it particularly effective.
4. Optimize for Each Channel As much as possible, connect each channel to a
channel-specific landing page using relevance.
5. Discover New Channels Identify additional channels that match the unique
characteristics of customers within your top performing channels
12

Landing Page Optimization

Session 8 Motivation

Key Principles

1. Relevance = Conversion
2. Relevance is achieved by matching the landing page message to
two channel-specific factors:
1) Customer profiles (determined by Channel Map)
2) Customers paths (determined by conversation elements a
customer encounters prior to arrival)

13

Session 2 Lesson Plan

Landing Page Optimization

FRICTION

14

Landing Page Optimization

Session 8 Friction

Key Principles

Conversion Sequence

C = 4m + 3v + 2(i-f) - 2a
Definition: Friction

(Physics): A force that resists the relative motion or tendency

to such motion of two bodies in contact.
(Marketing): Psychological resistance to a given element in
the sales process.
15

Landing Page Optimization

Session 8 Friction

Key Principles

ABANDON

COMPLETION
Friction Elements

Incentives

1. One of the most effective ways to increase conversion is to decrease friction. Indeed,
our experiments suggest that there is a disproportionately high return on efforts to
reduce friction.
2. The objective is to minimize not eliminate friction. If you eliminate all friction you,
necessarily, eliminate the sale.
3. Once friction has been minimized, you seek to overcome the remainder with
incentive.
16

Landing Page Optimization

Session 8 Friction

Key Principles

4.

Length-oriented friction can be used to control the quantity and quality of

the emails you capture.
Quantity

Decreasing, or
dialing down
friction, results
in increased lead
quantity.

Quality

Increasing, or
dialing up
friction, creates
increased lead
quality.

17

Landing Page Optimization

Session 8 Friction

Key Principles

fSC = lT + dT
Examples of Length (LT)
Design Elements

Examples of Difficulty (dT)

Design Elements

Length of pages

Eye-path

Field Number

Options Selection

Field Layout

Button Design

Steps in a process

Organization

Flash Video
18

Session 2 Lesson Plan

Landing Page Optimization

INCENTIVE

19

Landing Page Optimization

Session 8 Incentive

Key Principles

1. The objective of Incentive is to tip the balance of emotional forces from

negative (exerted by Friction elements) to positive.

ABANDON

COMPLETION
Friction Elements

Incentives

2. Often, businesses will try one incentive offer and then quit. Incentives must
be tested. There is an ideal incentive. Until you find one that gives you a
major boost, you must assume you have not yet found the ideal incentive.
20

Landing Page Optimization

Session 8 Incentive

Key Principles

3.

Determining the ideal incentive consists of three primary

components:

Marketing Intuition

Perceived Value Differential (PVD)

Return on Incentive (ROIc)

21

Landing Page Optimization

Session 8 Incentive

Key Principles
The path to finding the
ideal incentive

FEASIBILITY

All
Incentives

Using marketing
intuition to
determine which
incentives are
relevant to the
audience as well as
cost effective

OPTIMALITY
Using PVD to
narrow-down and
determine the
optimal incentives to
test

ACTUALITY
Testing and using ROIc
calculations to best
performing incentive

Ideal
Incentive

22

Landing Page Optimization

Session 8 Incentive

Key Principles

PVD = Vp - C$n
Wherein:
PVD = Perceived Value Differential

Vp

= Perceived Value of Incentive

C$n = Net delivered cost of Incentive

23

Landing Page Optimization

Session 8 Incentive

Key Principles

4.

High PVD is predicated upon both market-driven elements as

well as marketer-driven elements.

5.

As for market-driven elements, you are seeking an item that

combines high market value with low delivery costs. (e.x.,
bundled, electronic, outsourced)

6.

As for marketer-driven elements, you are seeking to improve

the presentation of the incentive.

24

Landing Page Optimization

Session 8 Incentive

Key Principles

7.

Incentives must be tested.

8.

The ultimate and final indicator that you have discovered the ideal
incentive is ROIc. There are two primary ways to measure this: 1)
Total ROIc and 2) Percent ROIc.

25

Landing Page Optimization

Session 8 Incentive

Key Principles

Total ROIc: The total dollar difference between incentive offer cost and net
increase in sales over a specific time period. Focuses on total volume of
return.
Percent ROIc: The percent difference between cost and net increase in sales for
a specific time period. Focuses on efficiency of return.

ROIc = P$n - C$n

ROIc% = (P$n - C$n) / C$n * 100

Wherein:

Wherein:

ROIc = Total Return on Incentive

ROIc% = Percent Return on Incentive

P$n = Net profit impact from Incentive

P$n = Net profit impact from Incentive

C$n = Net delivered cost of Incentive

C$n = Net delivered cost of Incentive

26

Session 2 Lesson Plan

Landing Page Optimization

ANXIETY

27

Landing Page Optimization

Session 8 Anxiety

Key Principles

1. Anxiety is just as lethal (and growing) to conversion as friction.

2. If you think about mitigating anxiety in rational terms, you are likely to fail in
your efforts. Though anxiety often is stimulated by a legitimate concern, its
degree/impact is often disproportionate to the measure of risk.
3. Anxiety is also localized in the buy process. It is closely associated with the
geography of the page.

28

Landing Page Optimization

Session 8 Anxiety

Key Principles

4. Therefore, you must seek to relieve and/or correct for anxiety at three
different levels:

Specificity

Specificity

Proximity

Intensity

Proximity

Intensity

29

Landing Page Optimization

Session 8 Anxiety

Key Principles

1. Specificity is the level to which your corrective measures address

precisely the source of customer anxiety and work to counteract it.
2. Proximity is the degree to which your corrective measures are placed
such that they are experienced at the same time as, or as soon after the
moment that the anxiety is stimulated as possible.
3. The Intensity level of the corrective measure must address both the
substance and perception of the concern.

In terms of substance, you need to address the rational foundation of the

source of anxiety as it relates to the realistic level of risk.

In terms of perception, you must also overcome the extra level of concern
stimulated by the amplifying affect of fear-borne anxiety.
30

Session 2 Lesson Plan

Landing Page Optimization

OPTIMIZATION PROCESS

31

Landing Page Optimization

Session 8 Optimization Process

32