Table of Contents -
How to Develop a Landing Page (3rd Edition, 2008)

Preface 2
Table of Contents 4
1. Introduction to Landing Pages 8
  What Is a Landing Page? 8
  Typical Landing Page Conversion Rates 8
  ROI on Landing Pages 9
  Three Sales Page Models 9
  Multiple Objectives for Landing Pages 10
  How Does the Sales Process Work? 11
  Steps in Building a Landing Page 12
  What Does a Landing Page Cost 13
  Multiple landing pages 13
2. Research Your Target Prospects and Build Personas 15
  Research Your Customer Base 15
  Develop Several Personas or Customer Profiles 16
3. Learn Copywriting Best Practices 18
  People Buy for a Variety of Reasons 18
  Don't Assume Your Customer Is Ready to Buy 19
  Value Proposition and Unique Selling Proposition 20
  Copywriting Formulas 20
  Headlines 21
  The Relationship between the Ad and the Landing Page 23
  Dynamic Keyword Insertion (DKI) 24
  Body Text 25
  Trust Builders 31
  Guarantee or "Risk Reversal" 32
  Returns Policy 34
  Telling your story – and illustrating it 35
  Testimonials 35
  Motivators 38
  Call to Action - Get a Click on the Order Button 40
4. Review Design Best Practices 42
  Quality Score and Landing Pages 43
  Above the Fold 44
  Graphics and the "Hero Shot" 47
  Type Size and Preferred Fonts 49
  Scanable Layout 51
  Multiple Columns 52
  Links to Other Pages 52
  Hiding Boilerplate Text unless Requested 52
  Call to Action Buttons 58
  Audio and Video Support 60
  Lead Generation Forms 63
5. Test, Track, and Refine Your Landing Page 66
  Testing vs. Rules of Thumb 66
  A/B Split-Testing -- Comparing Apples with Apples 68
  Splitting the Traffic 68
  Cookies and Testing 69
  Statistical Validity 69
  What Should You Test? 70
  Multivariate Testing 71
  Ad Optimization vs. Landing Page Optimization 72
  Segmenting Traffic Sources for Landing Page Optimization 73
  Usability Testing 73
  Other Types of Landing Page Testing 74
6. Segment Traffic and Direct into Sales Paths 77
  Segmenting Visitors 77
  Developing a Clear Sales Path 79
Appendix 1. Landing Page Resources 81
Appendix 2. Landing Page Checklist 84

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