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