Landing Page Book Review: Honest Seduction by Scott Brinker

Learn how to turn landing pages into game changers with “Honest Seduction”.

Honest Seduction is a compilation of ION blog posts and articles over a period of two and a half years.  Here’s a great take away from Honest Seduction: Using Post-Click Marketing to Turn Landing Pages into Game Changers.

Nine Rules for Making Landing Pages That Sell:

  1. A web sales path should not be truly linear. Of course there must be the obvious ”NEXT’ type choice, but don’t forget about floaters, OFIEs, OFINs, free form fields, and “choose A or B” fields. Limit the number of choices and outcomes without limiting their involvement.
  2. Exude speed and efficiency. If your screen loads fast and looks clean and simple it screams, “I promise not to waste your time.” Who doesn’t appreciate that?
  3. Get smarter at every click. The customers’ choices should narrow the selling message.  Make your questions smart enough so that you learn something valuable.
  4. Be clear and don’t ask unless you need to. Don’t ask your customers anything irrelevant. It wastes their time and they’ll question your motives.
  5. Stay focused. Don’t distract your customers. Resist the temptation to go into every detail.
  6. Don’t ramble or waste their time. Limit the number of screens in your path – three for simple products and no more than seven for complex or high ticket products.
  7. Be honest and up front. Build trust by clearly displaying where they are in the process and what step  they are on in your path.
  8. Barter for information. Build trust and equality into the relationship by giving something in exchange for the information they provide.
  9. Sincerity wins the day. This is an extension of a real, flesh and blood relationship. Trust and mutual respect need to come across on every screen. Don’t be the used car salesman.

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Testing – One, Two, Three

If you have been reading Mequoda Daily for a while, you know we are big proponents of testing.  There’s micro-level optimization and macro-level concepts.

Micro-level focuses on aspects such page orientation testing, shuffling minor variations of content to see what flows best.  Macro-level looks at the big picture, the structure of a sales path – not just a single landing page.  One test is never enough.  Using both multi-variant (MVT) and multi-step A/B testing requires more strategic and tactical input, but the results are worth it.

Read more from Honest Seduction: Using Post-Click Marketing to Turn Landing Pages into Game Changers by Scott Brinker, Justin and Anna Talerico at Amazon.com

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