Marketing Experiments Landing Page Optimization Training

Landing Page Optimization Online Certification Course

MECLABS has developed the meta-theory of landing page optimization that has been proven to work in thousands of experiments. Taught for 10+ years to thousands of marketers from companies like Google, Cisco, Oracle, Verizon, Vocus and more, this hands-on training course offers you real examples, step-by-step instruction and insights on how you can optimize your landing pages for maximum conversion.

During the course, you’ll learn proven techniques you can immediately implement, including:

1. 1Maximize click-throughs and conversion rates by appealing to motivation and adding value
2. 2Identify negative page elements that hurt conversion rates, such as friction and anxiety
3. 3Link revenue back to specific marketing initiatives with formulas on how to properly measure ROI

A landing page is a single web page that appears in response to an online click. A conversion occurs when a visitor performs a desired action on a landing page. The general goal of a landing page is to achieve the highest possible conversion rate.

While successful ad campaigns generate web traffic for brands, many companies leak revenue due to inefficient landing pages. If you can't convert your site's visitors, then you are wasting time and money with every promotional effort. To prevent this revenue leak, you need a data-driven, methodical approach to appealing to your visitors' motivation and providing enough value to overcome the cost of the action you are asking them to take.

Are customers getting what they expect when they reach your landing page, or are they receiving mixed or incomplete messages that disrupt the effective expression of value proposition and hurt conversion?

If you answered the latter, then you're losing conversions and revenue. Change this fast by taking the only LPO course based on findings from 15 years of marketing research, including more than 10,000 landing page experiments.

You will discover exactly how The New York Times increased sales conversion by 1,052%, and how Encyclopedia Britannica increased lead conversion by 103%, along with many other success stories. To help illustrate the essential elements of optimization, this course reviews 13 relevant case studies with more than 29 charts and graphs.

SESSION I:

Orientation to the Methodology

An introduction to the main conversion heuristic used as the central spine for overall course.

Instructor: Flint McGlaushlin Duration: 26 minutes

You will learn:

• An experienced-based technique (i.e., heuristic) that helps you identify the elements necessary to solve a usually large problem in a short amount of time
• How to look at any marketing offer and understand what factors you can change to improve the likelihood of conversion of that offer
• The numbers indicate the impact of each element on conversion, and the plus and minus signs indicate whether those elements have a positive or negative impact on the probability of conversion

SESSION II:

The Force of the Value Proposition

Learn how to identify and express an effective value proposition on your landing pages.

Instructor: Flint McGlaushlin Duration: 71 minutes

You will learn:

• A definition of value proposition and insight into our research of the concept
• How to measure and adjust the four factors that determine the actual effectiveness of your value proposition
• How to craft your own value proposition
• How to apply your value proposition to your own marketing collateral

SESSION III:

Friction

Learn how to identify and remove friction elements that negatively affect landing page conversion

rates.

Instructor: Flint McGlaushlin Duration: 31 minutes

You will learn:

• To see friction as psychological resistance to a given element in the sales process, and not something that exists on the webpage, but rather in the mind of the consumer
• The five key elements that direct the visitor's eye path and how to align them to the thought sequence
• The difference between length-oriented friction and difficulty-oriented friction and how to address both
• How to maximize the effectiveness of your call-to-actions

SESSION IV:

Incentive to Continue

Learn how to use incentives to tip the conversion fulcrum in your favor.

Instructor: Flint McGlaushlin Duration: 35 minutes

You will learn:

• How to determine the "ideal" incentive through repeated testing
• How to position incentives to best offset sources of friction on your page
• How to calculate your Return On Incentive (ROIc), rather than conversion rate to measure the success of your incentive offers
• How to use Perceived Value Differential (PVD) to select the most promising incentives for testing

SESSION V:

Anxiety

Learn how to anticipate and correct customer anxiety to increase response rates.

Instructor: Flint McGlaushlin Duration: 34 minutes

You will learn:

• How anxiety, the psychological concern stimulated by a given element in the conversion process, impacts your conversion rate
• How to incorporate all three levels of correcting sources of anxiety to your landing page
• How to identify the source of anxiety, and how to effectively address each concern with specificity
• Where to place anxiety reducers on your page and the appropriate intensity level of each corrective measure

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