CXL Institute Growth Marketing Minidegree review Part 8

  1. What is a landing page: A Landing page is an opening page or the first page the user sees after clicking on an ad.
  2. The role of landing page: Landing page helps in reducing the noise and cuts straight to the topic that got the user interested in clicking the ad. It reduces the buying cycle.
  3. Landing page optimisation: The optimisation process should start with a more heuristic approach.
  1. Priming: Exposure to one stimulus influences response to a subsequent stimulus.
  2. Framing: The way you deliver a message has direct impact on how it is perceived.
  3. WYSIATI: When we’re kind of moving along in everyday life in system one, our reality is what we have in front of us.
  1. Start by defining the who, what and where. Who is the audience, what are they looking for, where are they in the awareness journey?
  2. Move on to the questions. What is their motivation? What are their questions? What are the barriers?
  1. Full funnel walkthrough deals with understanding what the user sees at different stages of the funnel in 5 seconds and after completely going through the landing page. The questions asked focus on keeping the personal bias aside and not leading the respondents.
  2. Customer interviews should focus on understanding their perspective on the product, the brand image, the pain points through some short and lofty questions.
  3. Customer success team interviews should focus on understanding the top challenges, elevator pitch and barriers that customers face daily.
  4. Customer review sites can help in understanding the pain points from a larger audience pool. The key here is to read a lot of reviews.
  5. Session recording through tools like Hotjar and CrazyEgg can provide great insight in the way users interact with the landing page. The heatmap, click map and scroll map all help us in understanding the depth and breadth of user engagement with the landing page. We should always look for patterns.
  6. Feedback polls help in capturing the user emotions in real time while they are browsing the landing page. We just need to be sure to keep the questions as short and non-intrusive as possible. A good way is to avoid placing questions right on first entry and exit behaviour. Find weak spots in the funnel and implement polls to better understand the reason behind user drop-offs.
  7. Usability testing focusses on hiring or tapping into users closely linked to the TG and running some tests like the 5 second tests, click tests, preference tests.

The top 5 important elements for copywriting on your page:

  1. Headline: Trigger dopamine and should trigger stay behaviour. There are some basic formulas that one can take reference from:
    a. (Do something difficult) in (short amount of time) without (problem)
    b. (Do something difficult) in (short amount of time) and (get something valuable)
    c. Avoid (something frustrating) by (doing something difficult) in (a short amount of time) with (product X)
  2. Benefits/Features: It’s always a tussle between what to show. I personally consider the headlines after H1 should convey the value and not the features.
  3. Credibility: Through testimonials, keep it short and always use the real photos of the users.
  4. Expectation manager: Who, what, where, when and how much should be used to manage expectations.
  5. Call-to-action: Give a clear idea of what happens when a user clicks. Focus with what you can get not part with.
  1. Primary elements to be large in size, secondary to be smaller, tertiary to be even smaller.
  2. Space to be such that every element gets breathing space and leaves whitespace.
  3. Using simple fonts such as sans serif.
  4. Primary headline to be 32–40px, section header to be 20–24px, body copy to be 16px, bullet points to be 16–18px.
  5. Use colours with the CTA’s and other elements to draw visitors attention
  6. Use colour hierarchy while defining primary, secondary, complimentary, accent and font colours.
  7. Direction is also important that can draw visitors towards the important elements.
  1. The form can be considered as landing page within a landing page.
  2. Consider the form fields readability experience too.
  3. Colour and field names with CTA names matter a lot.
  1. MEClab’s conversion heuristic formula
    C = 4M + 3V + 2(I-F) - 2A where,
    C = probability of conversion ; M = Motivation (when) ; V= Clarity of Value prop (why) ; I = Incentive ; F = Friction ; A = Anxiety
  2. Robert Cialdini’s 7 principles of persuasion that includes:
    Social Proof, Authority, Linking, Scarcity/Urgency, Reciprocity, Commitment/Consistency, Unity (us vs. them)
  3. Claude Hopkins Scientific Advertising
    Be specific, Offer service, Tell the full story, Be a sales (wo)man,
Funnel sections covered in the teardown.

What is message mining?

  1. Identifying key messages: It all comes back to the MECLabs conversion formula. So think about what motivates them to looking for your product, explaining your unique benefits, delightful experiences that are not make or break but make you go aha, reducing the anxiety messages that hinders in any way to buy your product. So look out for these key elements while mining for messages.
  2. Swiping memorable copy: This helps us to nail down the how the user is behaving, talking about your product. Swiping helps in creating relevant, value focused highlights, authentic lead paragraphs and hooks, market-specific terminology that makes user believe that you get them, emotionally engaging purchase prompts that reduces friction and laser-accurate objection handling.
  1. List down all the keywords
  2. Google for “[keyword]” reviews or complaints or forums or questions
  3. Also check popular sites like Amazon, FB or yelp
  4. Collect the data into spreadsheets using a google form
  5. Categorise and rank them basis the motivators/pain points and other relevant information.

My wow Moment

This isn’t a survey, said everyone who created a boring survey

What is UVP and how to determine headlines?

Creating messaging hierarchy

Hacking the first draft

Punching your sales page

  1. Be Clear (clarity>persuasion)
  2. Match the reader’s mindset: Look for what are people searching for — console or ads data.
  3. Give them an offer they can’t refuse — blow them away. Answer this —
    So what? Prove it?
  4. Use quantifiable proof
  5. Don’t just talk, paint a picture
  6. Show and tell generously
  7. Kill what doesn’t add value

Design factors that can influence the copy’s effectiveness:

  1. Position: We read in an ‘F’ pattern
  2. Size: The bigger the size the quicker we are drawn towards the action (Fitt’s law).
  3. Order: The order and hierarchy alignment matters to make sense for the ultimate reader.
  4. White space: Hick’s law states that the larger the choices the more difficult it is to make a choice. Keep the number of page goals t a minimum.
  5. Typography: Readability is a major point to make it easier for visitors to be impacted by the copy. You can keep the line height to 1.5, not more than 900px wide, max 3–4 line paragraphs, avoid light fonts.
  6. Images: Pick images to convey and support the copy not work against it
  7. Contrast: Create visual difference to tell our eyes and brain to differentiate.

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Startup Growth | Business Development and Sales | Creative thinker

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Alakshyendra

Alakshyendra

Startup Growth | Business Development and Sales | Creative thinker

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