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Optimizing Landing Pages
Thursday, 19 August 2010

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Topic: Optimizing Landing Pages: The four key tactics that drove a 189% lift

Why do customers buy? Why do they fill out a lead generation form? Heck, why did your spouse agree to marry you?

Every action your customers take is essentially a "mini-conversion" and requires clear communication of value to guide your audience to the intended decision.

On our August 11 Web clinic, Flint McGlaughlin, the Director of MECLABS Group, shared MarketingExperiments foundational theory of value communication and introduced a teaching aid to help our audience implement this theory – The Value Exchange Fulcrum.

Using The Fulcrum, Flint educated the audience about four key tactics to communicating value, practical ways to increase landing page conversion:

  1. Eliminate any unnecessary length or difficulty in the process.
  2. Answer two crucial questions within the first moments of any transition: 1) Where am I? 2) What can I do here?
  3. Identify and communicate the key factors that differentiate you from your competitors.
  4. Use specific, quantitative, and instantly credible language.

Flint also shared a recent test in which experimenting with these key areas produced a 189% gain.

MarketingExperiments Research Manager Adam Lapp and Research Analyst Nathan Thompson then joined Flint in conducting 30 minutes of live optimization of audience submissions to help you learn how to improve your website conversion.

View the clinic replay, or listen to the audio recording (mp3), to learn how to effectively communicate value on your website.

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About This Brief


Editor-in-Chief — Dr. Flint McGlaughlin

Writer(s) — Daniel Burstein
Pamela Markey
Austin McCraw

Contributor(s) — Adam Lapp
       Flint McGlaughlin
       Nathan Thompson

Production — Austin McCraw
                  Cliff Rainer

Graphic and Web Designer — Nicole Evans

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