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Susan Price <[log in to unmask]>
Tue, 28 Jul 2009 12:18:21 -0500
text/plain (82 lines)
I love creating landing pages! In our attention-deficit culture,  
they're the bomb.

My philosophy: Keep landing pages extremely simple - and ruthlessly  
focused on whatever benefit or offer the user clicked to arrive there.  
The user in the scenario is already in the marketing funnel - so give  
them NO reason to jump out. Limit other navigation choices to some  
very secondary "other options."

Also, it's vital to approach the landing page as the critical juncture  
in the SEQUENCE. So the tease in a banner ad or email is also critical  
to success.

Favorite examples:

* Netflix: http://www.netflix.com/Default (wisely, their home page IS  
their primary landing page. Variants match specific offers.

* MyLife: http://www.mylife.com -- I'm very interested in the CHI-WEB  
group's take on all they're doing to maintain the user's focus. They  
really pull out all the stops, and it's bordering on, or going into,  
overkill. What's your opinion on that?


==================

Logo Masthead/Branding

* Benefits statement
* Supporting info / list

[CALL TO ACTION (C2A)]

... other options.

==================

Mental model of the sequence:

* See the offer (banner ad, email, website/link in context).  
[Visibility]

* Get intrigued enough to click. [Emotional+Mental = Compelling  
promise of a benefit]

* Did I arrive where I intended to? Match the branding and message to  
your ad/tease so this is instantly, intuitively processed.

* Is this for me? [benefit statement] What the user stands to gain,  
specifically and compellingly stated.

* Terms of offer [price, date, restrictions, urgency] Straightforward,  
factual, BRIEF. Only what's necessary. Rework complex offers until  
they're essentialized.

* Am I sure? [overcome objections]

* YES [click]

* in case of NO, underneath/after the primary sequence, offer  
something to keep the user in relationship. Examples: Learn more,  
still not convinced? testimonials, case studies

I highly recommend Dan Ariely's Predictably Irrational book ( http://www.amazon.com/Predictably-Irrational-Hidden-Forces-Decisions/dp/006135323X?&camp=212361&creative=383961&linkCode=waf&tag=qotu-20 
  ) to better understand the user's head space and emotional landscape  
when processing offers. (Note: That's an Amazon associates link, and  
any earned fees will be used to buy more books for our coworking space).

Good luck!



Susan Price
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