| 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 | |