Megan Lueders, VP of Marketing at LifeSize walks us through some tests they’ve done on pop-over landing pages and mobile forms. Here are the key learnings from her presentation at Which Test Won: The Live Event.
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My presentation “The Chemistry of the Landing Page” has been seen by thousands of (lucky?) marketers and business people. I think it’s one of my best.
The reason I think it is so popular is that it’s different every time. Each time I do it, I critique a different bunch of actual landing pages.
I start off by boiling the process of building a landing page into five components. Then I show you what makes people leave. Attendees usually start kicking themselves when at this point in the presentation.
But the fun starts when we start applying this to real landing pages. Things always get interesting.
But even if you end up feeling a little embarrassed about your page – and everyone does – wouldn’t more sales, leads and subscribers make it worth the discomfort?
I recommend you submit your page for my April 10 presentation right now.
We start at 2:00 pm EDT on Thursday, April 10. The Webinar will be recorded.
PEOPLE LOVE THE LIVE PAGE CRITIQUES. So will you. You’ll never look at another landing page the same way.
Here’s a little sample of the questions I’m going to tackle.
Won’t you join us? Even if you can’t attend live, register to see the replay, which will be recorded.
Let’s have some fun and make more sales.
Brian Massey, the Conversion Scientist
This is a tale of two companies who can’t afford to blacken their reputation any more than they already have.
It is the story of one letter, one landing page and a broken promise.
Experian doesn’t have many friends in the public domain. Their main job is to prevent people from getting homes, cars and frozen pizzas. Their second job is to make it hard for victims of identity theft to redeem themselves.
Adobe is a company who gave 2.9 million of their customers’ account information to thieves.
I love my Adobe software, so I was philosophical about the security breach. I got a nice letter saying that they’d hired Experian to make sure I didn’t fall victim to identity fraud.
The letter gave no hint of irony.
“You have until February 28, 2014 to activate this complimentary credit monitoring membership by using the following activation code: XXXXXXXX. This code is unique for your use and may not be shared. To enroll, please visit http://www.protectmyid.com/adobe, or call …”
I visited the link in the letter: http://protectmyid.com/adobe
The letter made a clear promise and this link contains a promise by including the word “adobe” in it.
The link sent me here:
No blank for an activation code.
No mention of Adobe on the page.
A broken promise.
I took the time to try to sign up. They wouldn’t take my activation code.
The best brand experience is giving visitors what they expect. These companies are pissing on the people they have already let down.
How many times are your ads making promises that your landing pages are breaking?
The landing page has changed. Now THIS is a promise kept:
This is a landing page that keeps Adobe’s promise. My only criticism of this page is the use of business porn.
Now, where did I put that letter?