1.

2
1. 5 second usability test
a. Show them an image of your homepage for 5 seconds
i. What is the name of your company?
ii. What does your company sell?
iii. What value does your company offer to its users?
1.3 - Myth of Perfect LP Conversion Rate
1. Not all visitors are prospects
2. Conversion ceiling well below 100%
3. 3 types of visitors:
a. Nos (will never convert)
i. Cant afford; casual browsing
b. Yess (will ALWAYS convert)
i. High commitment
1. (e.g. School of Rock broadway)
c. Maybes
i. Greatest potential for influence
ii. Landing page ability to convince stops at the maybe-maybes

1.4 - 3 Main Types of Landing Pages and how to effectively use them

1. Primary Site
2. Microsite
a. Funnels users more strongly with a greater emphasis on one specific conversion action
i. Usually form submission or a specific sale of a subset of your products
ii. Sometimes used for branding, brand lift, brand engagement
3. Dedicated LP
a. Offers sense of immediacy and urgency
b. VERY effective for sales cycles that are not that long
c. Targeting bottom-of-the-funnel high commercial intent keywords
 1. Attention ratio
a. Want as few distractions from your primary conversion goal on page as possible
b. Ideally 1:1
i. 1 link to complete conversion action vs total links on page
2. Examples
a. Info.witchsrocksurfcamp.com
b. freshbooks.com/pages/online-accounting-software
3. EXCERCISE:
a. What type of landing page would be best for your business? Why?
b. Perform 2 - 3 Google searches for random products and click on a couple organic results and ads.
i. Did that company send you to the right type of landing page? Why or why not?
1.5 - Common Business Models and Understanding Your Conversion Actions
1. Different business models
a. e-Commerce
i. Conversion action: Sale
1. Requires huge level of commitment and trust
2. 1 - 2% average benchmark in industry
b. Lead Gen
i. Promote service (email/call/content)
ii. Need lower level of commitment to convert on a lead gen site
iii. Longer sales cycle nurturing
c. Publishers
i. Free content ad revenue
ii. Premium subscriptions
iii. Most common forms of conversion actions
1. Page views
 2. Time on site
3. Frequency
4. Ad CTR
d. Blogs
i. Newsletter signups
ii. Social shares
iii. Comments
iv. Ad revenue/upsells
v. Affiliate products
2. Desired Conversion actions (conversion - action that is measurable + has a value)
a. Sales
i. Most complicated, simpler with one product
ii. Factors that determine
1. LTV
2. rev/visitor
3. Margins
4. Loss-leaders
b. Subscriptions
i. Decreasing ad revenue, increasing freemium/premium
c. Form fill rate
i. % start + finish form
ii. Completion % form
iii. Length, sensitivity, complexity, deliverables, time to complete
d. Downloads
i. eBook, white paper, case studies without form
ii. % of visitors who download the content
1. The higher the %, the better optimized your page is
3. Best Practices
a. Most websites value multiple actions
b. Every page should have just ONE primary conversion action
i. Dont give two actions the same visual weight
1. (e.g. freshbooks.com/pages/online-accounting-software)
c. Multiple contact options, OK! But be clear on the BEST OPTION
i. Good design has one conversion in mind
d. EXCERCISE:
i. Choose 2-3 valuable conversion actions your visitors might take
ii. 3 key pages identify primary conversion action for that page
iii. Try to make sense of clarity and visual hierarchy; are you making it clear how you want the user
to convert
1. Is the next step intuitive?
iv. Are steps 1, 2 measurable and clearly defined value?
1.6 - The AIDA Sales Funnel and The Online Decision Making Process
1. AIDA Sales Funnel
a. Awareness
i. People becoming aware that they have a need for a specific product or service AND an
awareness that that product or service actually exists
b. Interest
i. Interested in learning about the product or service
ii. interested in evaluating your options
iii. Interested in learning more
iv. Interested in engaging brands that offer that product or service
c. Desire
 i. Active desire to pursue this product or service
d. Action
i. Take action to become a customer
e. The first 3 steps are based on extrinsic stimuli
i. Based on:
1. Whats available in the marketplace
2. The people this persons interacted with
3. The circumstances of this persons life
a. E.g. their income bracket
4. The different companies that theyve been exposed to
f. The action phase is the natural result given the first 3 phases are met
2. Andrew Chak (2002) Submit Now- AIDA to Website visitors
a. Browsers = awareness
i. In No category
ii. Nothing you can do can turn browser into customer
1. If lucky, theyll become interested
b. Evaluators = interest
i. Comparison shoppers
1. Spending more time
c. Transactors = desire
i. Not customers yet, but in the zone
ii. Adding things to shopping cart, looking at payment info, applying for line of credit
iii. Highly committed, NOT NECESSARILY TO YOU
d. Customers = action
i. Making sure they stay satisfied and delighted
ii. Go above and beyond
1. Make their experience be extraordinary
e. 2 recurring themes throughout 4 stages:
i. Do you have what I want?
ii. Why buy from you? What is your USP?
f. Think about the triggers that took you to the next phase when shopping for a product or service
1.7 - The Awareness Stage of the Funnel: Where It All Begins https://drive.google.com/file/d/0B-
QVLVc77pkQOVN6WktsMlBFY3c/view?usp=sharing
1. Need to clearly communicate what you offer and the value you provide
2. Need trust signals (e.g. who we work with, past clients, testimonials, risk guarantee, etc.)
3. Less is more
a. Not every element needs emphasis
b. Attention ratio
i. The more things you emphasize, the less attention your CTA will get
c. Make things easy to find; Do all the work for them
i. People are not going to work hard to find the information they need when they are not yet
committed
ii. (SEE LECTURE SLIDES FOR CLEAN VS CHAOS)
4. One primary conversion action per page
a. Should have most visual prominence, weight, hierarchy
5. Get to the point
a. Generating awareness is about capturing attention quickly and succinctly
i. Dont write hyperbole and jargon
b. Clear headline and sub-headlines
c. Clearly defined action block
d. White space is not a bad thing
1.7 - The Interest Stage of the Funnel: Tell me More https://drive.google.com/file/d/0B-
QVLVc77pkQa3VWS0wtRzUya1E/view?usp=sharing

1. Interest Stage
a. More similar to awareness than desire
i. Not highly committed YET; havent developed desire for your product
b. Less about what you offer and more about what theyre in the market for
c. Leave marketing/selling points for final stages
i. Interest is always self-selected and self-directed
ii. Youre never going to convince someone to be interested in what you sell
1. You might convince someone to buy what you sell if they desire what you sell
2. Person-based selection
a. Giving content/information about your product/services that help them identify with who they are
b. Gives users clarity and context that helps them make a decision faster
i. Conscientious mother, career driven/self-improving individual, mindful/in-the-
moment/experiences over things/live for today,
c. Usually more effective than needs-based selection, but depends on industry
3. Needs-based selection
a. Allows users to identify with a particular need they are looking to meet or a particular question they
want answered
b. Increases in interest by offering contextual and relevant information with little cognitive strain
4. Preference Usability Test
a. Give users more time to evaluate two different design iterations
i. Find out which they like better
b. Give them specific instructions and context (what, who, why?)
i. (e.g. youre coming to the site to find a lightbulb for your new lamp)
c. Great test for getting an objective measure of clarity and for figuring out best design for website
d. SEE LECTURE SLIDES FOR A TEST RUNNING PERSON-BASED VS NEEDS-BASED FOR WEB
HOSTING
i. e.g. shared, vps, dedicated vs for bloggers and students, for small businesses, for large
companies
5. EXERCISE
a. Run your own preference test
i. Logo, color scheme, headline, CTA, hero section, pricing table, etc
ii. Dont forget the who, what and why
1.8 - The Desire Stage of the Funel: I Want What You Sell https://drive.google.com/file/d/0B-
QVLVc77pkQZXgwbkc5Vm81cWc/view?usp=sharing
1. Desire Stage
a. Theyre going to give you more time and attention
b. Just because a visitor is compelled to buy does not mean that you are you can compel them to act
before they are ready
c. They will need more substantial information and you need to provide it, to fill in any blanks
d. Transition from scanning to reading
2. Trust and Security
a. One of the greatest deterrents is a lack of trust and safety
i. Partner logos, case studies, testimonials, etc
b. Looking for transactional assurances
i. They wanna know what your shipping method is.
ii. They want to know what your return policy is.
iii. They want to know what is going to happen after I submit this contact form
iv. They want to know their email is not going to be used for spam
 c. Visitors should be allowed to determine the pace and direction of their relationship with you and your
brand
i. You dont want to prompt users to move to the next stage before theyre ready
1. Offering case studies, testimonials, ebooks
d. SEE LECTURE SLIDES FOR A GREAT SITE WITH LOTS OF TRUST AND SECURITY (UXpin)
i. Case studies
ii. Testimonials with real photos and people
iii. Logo bar with companies that use their software
iv. Unobtrusive CTA
3. Common Desirable Activities
a. Research
i. Prioritize information based on how essential a given feature is
ii. Facilitate research process by giving people:
1. Whitepaper, ebooks, infographics, checklist
iii. For eCommerce: Look at product filters!
b. Competitive Analysis
i. What is your USP?
c. Social Identifying
i. Peer to peer reviews and recommendations are the most trusted source
1. A couple bad reviews are OK; makes the good reviews seem more authentic
ii. Tribal aspect to reviews
1. If people leaving reviews/using this service are like me, that makes it more appealing
a. (e.g. I have big feet and most shoes are uncomfortable but these were perfect
for me and comfortable!)
1.9 - The Action Stage of the Funnel: Im Going To Buy What You Sell https://drive.google.com/file/d/0B-
QVLVc77pkQbDg5ZG4teUwwLU0/view?usp=sharing

1. Action Stage
a. For products, talk about
i. Pragmatic, practical details
1. Is it right for them
ii. Customer reviews
b. For services, talk about:
i. Clients youve worked with, history you have in this industry, research, achievements,
accomplishments
ii. Tend to be more psychological, emotional
iii. People are paying for your expertise
c. Dont make them jump through hoops
i. Make things stupid easy
ii. Simplify choices
iii. Remove irrelevant distractions
iv. Omit unnecessary words
v. Avoid surprises
1. Dont try to upsell on the checkout page
2. Dont ask them to fill out additional forms if they are not expecting it
3. Oh sorry, shipping is not really free
1.10 - The Fogg Behavior Model and How It Applies to Good Landing Page Design
1. B = MAT
a. B = behavior
b. M = motivation
c. A = ability
d. T = trigger
2. Motivation (3 types)
a. Sensation
i. Desire for pleasure and avoidance of pain
1. Avoidance of pain is stronger than the desire for pleasure
b. Anticipation
i. Motivated to behave in a way that will produce a desirable result
c. Social cohesion
i. People want to be part of a group
ii. Social circles are created around things we have in common
3. Ability
a. Simplicity, Ability, Perceived Difficulty
b. As you increase simplicity of conversion action or landing page, you increase the ability of the visitor
and decrease the perceived difficulty of the action you want them to take
4. Triggers (3 types)
a. Facilitators
i. Work well when Motivation, but Perceived Difficulty
1. They want to engage but they think might be expensive, i might not be able to buy it,
sounds complicated, etc
2. Makes it look really easy
3. CTA Easy
a. E.g. Just fill out this form, and well take care of everything for you
b. Sparks
i. Motivation, but Perceived Difficulty
ii. CTA should increase motivation and show value
1. Sign up for my newsletter and receive 30% off your next purchase
2. Share this page on Social media and Ill e-mail you a 75-page blueprint on how to
create incredibly effective fan pages
c. Signals
i. No lack of motivation or no high level of perceived difficulty
ii. For the right visitor, theyll be sufficiently motivated and itll be an easy enough task, so you just
need a signpost to direct them to where they want to go
1. E.g. Click this button to join our e-mail list
d. Dont mix these triggers
i. If you try to make a task easy, when its already easy turn off
ii. If you try to increase motivation when theyre already motivated turn off
5. EXERCISE: Get into the head of your typical website visitor
i. Do you sell complicated B2B? B2C?
ii. Simple or complicated products?
iii. Are you unique and well-known or do you sell something more rare, exquisite, that requires a bit
more explanation?
 iv. What are the struggles of people coming to your site?
1. Are they not motivated? Or is what you sell expensive? Is the information difficult to
understand?
v. How can you influence motivation or perceived abilities so your triggers will be effective.
1.11: Making your Landing Pages Memorable
1. The Ways We Learn
a. Visual
i. Imagery, colors, tables, infographics, videos, tours
b. Audio
i. Voice-overs, music, video, telephone
c. Kinesthetic
i. Quizzes, games, role-playing, customization of products (ecommerce) -- more interactive
experiences
d. There is no best way
e. Should not interfere with good design
f. Especially important during interest/desire stages
2.14: The Primacy of Product and The Concept of Usability in Landing Page Design

1. Consultative vs Commoditized
a. Consultative
i. Value is intrinsic in nature
1. Based on perceived value of the client and self determined value of the seller
ii. Leans more towards emotional payoffs to customer
iii. How can you tap into prospects; fear and emotional needs
1. Whats causing them to look around to the types of services you offer? What are they
struggling with?
iv. Not about price; value is subjective
b. Commoditized
i. Most products will have multiple people selling the same thing
ii. Price is biggest determinant in commoditized world
c. Not competing on price
i. Need peripheral value add that justifies higher price
1. E.g. Zappos
a. Great return policy, next day shipping
2. Web page design (Every page should have these factors)
a. Useful
i. Does it have a purpose
b. Learnable
i. Is it intuitive?
c. Memorable
i. Will it stand out during their shopping and comparing process
d. Effective
i. Does it accomplish what it sets out to do
e. Efficient
f. Desirable
g. Delightful
2.15: Eschew Obfuscation: Clarity and the Quest for Fewer Question Marks
https://drive.google.com/file/d/0B-QVLVc77pkQVDcwVXNHT1o0aVE/view?usp=sharing
1. Dont make me think
a. Make everything obvious for clients and prospects
b. Most importantly applied when visitor first lands on website or landing page
c. Think of /r/oldpeoplefacebook
d. You want to provide a pleasant experience and to avoid frustration
e. Simplify choices; too much selection is a BAD thing
2. Every page should answer:
a. Do I know where I am?
b. Do I know how to get back to where I was?
c. Do i know how to go further to find what Im looking for?
d. Can I self-select?
e. Do I know how to get help?
f. (LECTURE SLIDES) Compare the B&H page to the Buydig.com page
3. EXCERCISE:
a. Answer these questions on 3 pages of your website
i. Do i know where I am?
ii. Can I find my way back?
iii. Can I easily find what I am looking for?
iv. Can i self-select? (Will only apply to pages where users are presented with options)
2.16: The 5 Second Usability Test in Landing Page Design
1. Headers and sub-headers
a. Most important thing to test in a 5-second test
b. Should exist on every page
c. Header should express what you actually do
i. Sub-header should be the emotional payoff or catchy phrase
1. This is opposite of how a lot of people do their headers and subheaders
2.17: High Converting CTAs
1. A good CTA will:
a. Answer the question: What am I supposed to be doing on this page?
b. Should be clear and users should not have to hunt for it
i. There should be no questions in the users mind as to what the CTA is or where it is
c. Every page should have ONE CTA
d. Do not use submit
i. Finish the sentence: I want to ______
e. Above the fold
f. Set the expectations for what will happen next
i. Will i get this ebook emailed to me? Or will i be directed to the ebook on dropbox?
ii. Will a support specialist call me back within 30 minutes? Or within a day or two?
iii. If signing up for a demo, will i have to give my CC info? Or is no CC required?
g. Respect the action block
h. Will be supported by page headline
i. Be cognizant of attention ratio
2. EXCERCISE
a. Start on your home page and go 5 pages in. Does every page have a CTA?
b. Find two things you can do to improve at least one CTA on your site or LP

2.18: Landing Page Readability

https://drive.google.com/file/d/0B-QVLVc77pkQVGRLM1lfWk1DeWM/view?usp=sharing
1. Landing page readability
a. People glance and scan
b. Users will focus on things that match what they think theyre looking for (and trigger words)
c. Create visual hierarchies - the inverted pyramid

d. Use bullet points and highlight key terms (highlight as in bold)

e. Short paragraphs. Very short.
f. Dont write in full sentences
g. Use headlines on every page to give the user a sense of orientation
i. Priming the user for what the copy is going to be about makes it more easily digestible
h. Avoid jargon and hyperbole fewer adjectives, more objectivity
i. Focus on the essential information that your visitors need
j. Keep it simple: 8th grade reading level, fewer acronym
k. Important things should be more prominent
i. Distinguishable by color, size, weight, padding and/or location on page
1. CHECK LECTURE SLIDE FOR a page example
2. Formatting your headlines for readability
a. Obvious visual distinction
b. Consistency in heading sizes throughout the site
c. Dont float your headings
i. Should be closer to the text that comes after it, and further away from text before it
1. Should not be equidistant
3. EXCERCISE
a. Copy and paste all the text from your homepage into a word editor
b. Rewrite it using half the amount of words
c. Did you lose any value?
2.19: Respecting Web Conventions in Landing Page Design
2.20: Increase Conversion Rate with Images and Graphics
https://drive.google.com/open?id=0B-QVLVc77pkQX0c5YzVxQVNOVXM
1. Imagery is the number one component that will give visitors a good impression
a. Remember, impressions are created in 0.5s
b. Proper use of imagery can be the difference between a visitor leaving and staying
2. Improve Conversion Rate when:
a. They tell a story
b. They support the product or service based on conventional understanding
c. They evoke emotion
i. Pictures of people; REAL people
 d. They help clarify a confusing concept
e. They are high quality, original and give your site a professional look
3. Decrease Conversion Rate when:
a. Make text hard to read
b. Its unclear what the image is
c. They are not inline with the brand aesthetic and messaging
d. They look like typical stock photography
e. There are too many of them
4. Background image tips and tricks (examples in lecture slides)
a. Use colorful overlays to reduce brightness and complexity
b. Use a solid black or white overlay with an opacity level of 80 - 95%
c. Position your background with CSS while floating/aligning your overlay text on a solid part of the image
d. Use a gradient overlay (css/photoshop) to create a transparent to solid fade over your background
image
e. Blur the background image - enough to let the text be prominent and clear but not too much that you
lose the concept of the image
5. Images can (and should) be able to replace text
a. Can your images describe your target market? Your price point? Your level of expertise?
6. Videos
a. When done right, can have a huge impact on conversion rate
b. Dont autoplay
c. High production quality
d. Keep it short and simple (30 - 90s)
e. Relevant and informative
f. Be careful with bandwidth and mobile devices
i. Best to use Youtube, Vimeo, or Wistia
g. Embedding videos in a lightbox usually works well
2.21: Information Architecture and Accessibility
1. Information architecture
a. Way your content is organized
b. Whats visible above the fold?
c. Your navigation -- how easy is it?
d. Can a person find their way back to the previous step?
2. Navigation
a. Consistency
i. Should be the same on every page
b. Intuitiveness
c. Visitors should always be one click away from home
d. Good navigation tells users what the site contains and how to find it
i. Use parent categories to group categories to create an intuitive information architecture
3. Search box
a. Frame the box
b. Autocomplete is great
c. Allow for spelling errors
4. Breadcrumbs
a. Bold or highlight current level
b. > between levels
c. The deeper the hierarchy, the more useful breadcrumbs become
5. Page titles
a. Every page, framing the content of that specific page
b. Prominence - should be the largest text on the page
c. Gives visitors a subliminal sense of location
 6. Footer navigation
7. Contrast
a. Make sure you have lots of it
i. Contrastchecker.com
8. Feedback
a. Things that make things happen should have something happen to them when interacted with
i. E.g. hovering over a button mouse cursor change to a pointer and button changing color
9. Typography
a. Should go unnoticed
b. Sans-serif better than Serif
c. Dont use more than 2 font families for your site
d. Avoid inverse color schemes (dark BG with light text)
e. Start with 14pt - increase a few points for an older audience
f. 50 - 100 character max line length
10. EXCERCISE: Steve Krugs trunk test
a. Choose a random page and print it out
b. Hold it at arms length or squint
c. Try to find and circle:
i. Site name/logo
ii. Page name
iii. Primary nav
iv. Local (secondary) navigation
v. You are here visual distinction
vi. Search (if applicable)
2.22: Trust, Credibility, and Safety
1. A users likelihood to convert is directly related to how trustworthy your site feels and appears
a. Trust and safety is an initial impression formed within a second or two
b. Run real world A/B tests to see improvements in conversion rate
c. Follow best practices blindly!
2. Professionalism and refined aesthetics
a. We DO judge books by their covers
b. Neatness, organization, high level of polish
c. Clean typography, white space, professional imagery
3. Transactional Assurances
a. Need to be prominent before the conversion action
b. Demos and free trials are one of the most popular and successful ways of counteracting transactional
anxieties
c. Guarantees and Policies
i. Refund policies should not be obscure, unclear or hidden
ii. Does the company pay for return shipping?
iii. Assure me you wont sell or use my email or phone number for any other purpose
iv. Multiple payment methods and options
v. Price match guarantees
d. Safety Logos
i. Contrary to belief, NOT overrated
ii. Are subconsciously expected
iii. Include in checkout process, whenever possible
e. Clients and Media
i. Your visitors dont know you yet
ii. Awards/achievements
iii. Media mentions
iv. Partnerships
 v. Studies and surveys
vi. Client lists and logos
4. Social Identity and Customer Reviews
a. The decisions and tastes of our friends have a strong influence on our own consumer behaviors
b. The Many
i. Objective numbers indicate leadership in a given space. Powerfully influential
1. E.g. 15,000 clients and counting; 1 billion burgers served
c. The Comparable
i. The more you identify with another, the more likely you are to be influenced by them
1. E.g. if you see yourself as a small business owner, and another small business owner
suggests to you something, youre much more likely to follow their actions
d. Key to effective testimonials
i. Create a sense of identity so that others can identify with
1. The person
a. E.g. busy professional; young mom
2. The scenario/struggle
a. E.g. difficulty choose the right cleaner; burned by too many unreliable services in
the past
3. Examples
a. Including job title in a testimonial
i. Others with the same job title will relate
b. See why 13,000 business use _____
i. 13,000 = the many
ii. Business is, in a way, the comparable
2.24: Dedicated Landing Pages Best Practices
1. The Dedicated Landing Page
a. For PPC and specific marketing campaigns, dedicated landing pages are crucial
b. Centers around one specific conversion action
i. E.g. sales form or content download
c. Need to capture attention immediately
d. Testing is easy with Unbounce, Google Optimize, Optimizely, VWO
e. Dont overlook the value of collecting an email address for email marketing
2. Best Practices
a. Clear and unmistakable headline
i. Should capture attention immediately
ii. Should answer the question, or fill the need, or communicating that the rest of the content on
the LP will give you the info you are looking for
iii. Large font size
iv. Should direct users to action (almost like call to action text itself)
v. Should be used to increase trust and decrease anxiety
1. Reviews, testimonials, industry leader knowledge
a. Consumer Awareness Guide
b. Action Block/CTA above the fold
i. Resizemybrowser.com to check
ii. As of 01/2016, 90% have 1024x768 or higher
iii. Include another CTA below the fold, above the footer section
c. Remove any Excess Text and Highlight Primary Features
i. Very little time to capture their attention
ii. Highlight key benefits and features below the main headline (dont focus on common
characteristics that dont differentiate you from your competition)
iii. Answer your visitors primary question(s)
d. Explainer videos
 i. The less committed a visitor is, the more likely a video is going to appeal to them
1. Its easier than reading
ii. Treat videos like text - short, informative, objective, and free
e. Splitting up Long forms
i. Include only key fields on the first page
1. Be sure to include: Step
f. Consistent messaging from the upstream click
i. Fulfill promises; dont bait and switch
1. Offers and promotions should be consistent
2. Message match (helps AdWords QS too)
g. What to test? (in descending order)
i. Headlines
ii. Form fields
1. Test longer forms, shorter forms, asking for more information, etc
iii. offers/promotions
1. Test different offers as well as how you word your offers
iv. Call to action text
1. Test action block, as well as CTA text
v. Images /videos
3.27: Using Scarcity to Improve Conversion Rates on LP
https://drive.google.com/open?id=0B-QVLVc77pkQdkpVMXBVUzJkbms
1. Scarcity
a. Creates a sense of urgency
b. People would rather make a quick decision than risk missing out on a deal
c. If people think they can come back anytime to buy your product or register for your webinar, theyre
less likely to make a decision now
d. Can be time-driven (deadlines), or quantity-driven (availability)
e. BE CAREFUL: dont overdo it
2. Deadlines
a. Doesnt have to be a hard deadline
i. E.g. shipping deadline to get your gifts in time for christmas day
b. Deadlines for seasonal products
i. (ski vacation packages: early bird special)
c. Deadlines to use a coupon code by for a local service
d. Deadline to register for a webinar by
e. Be specific. Be believable
i. Instead of Limited Time, state the exact number or time in which the deadline ends
ii. Dont be atypical
1. If its uncommon to post a deadline on a white paper download in your industry, dont do
it
iii. Dont pretend
1. If returning visitors keep coming back and seeing the same thing, you lose the effect and
visitors will become desensitized to your offer

3.28: Reciprocity
1. Reciprocal concessions
a. Instances where you offer a product or service thats too expensive (asking for too much) which the
visitor refuses (you concede). He is more likely to concede to you on the cheaper option
2. Youre less likely to say no twice
a. Requestor lowers his initial request, making it more likely that the subsequent request is accepted
i. Door in the face technique
 b. First option cant be too unreasonable, otherwise the rejection of that option will not be seen as a
concession
3. Ideas to implement
a. Email your prospect list with discounted prices based on previous offers
b. Create a second package with additional features not usually important to the majority of your
customers
c. yes/no Exit-intent popovers
i. Offer a paid signup, then a free trial
4. Anchoring
a. Can even sell something you dont intend to ever sell
5. Engendering indebtedness
a. By giving gifts or extending yourself to visitors, you engender goodwill and a sense of reciprosity
b. Dont have strings attached, dont ask for anything in return
c. examples
i. Free advice, free tools, trials, content previews, free resources, ebooks and white papers,
consultations, free audits and additional perks
ii. Resource library
6. Cognitive dissonance
a. Benchmark assessment
i. If you spend a lot of time trying to improve something, dont you want to know how you stack
up?
b. Cognitive dissonance should always be applied with positivity
i. Make people feel good about themselves
3.30: User Scenario and Contextual Perception
https://drive.google.com/open?id=0B-QVLVc77pkQbWE3TV9pNUJsWEU
1. Contextual Perception
a. People dont come with name tags
b. In order to enable visitors to accomplish their tasks, you need to be aware of who they are
c. What led them to you?
i. Did they wake up that morning with a problem? Did they experience something during their
day? Were they thinking about your products for a long time and finally did a search and came
to your site? Were they just browsing social media?
d. How much knowledge do they have?
i. Are these people educated about your products and services? Is the traffic source tied to a
certain level of education? (e.g. do leads from your email campaigns bring in a more educated
visitor than your PPC campaigns?)
e. What are their anxieties?
i. What emotional anxieties are they feeling that led them to your site?
f. What are their expectations?
i. What do they hope to find on your site? What are they hoping you can do for them?
2. So, who are they?
i. Demographics, interest groups, affinity audiences, age, gender, ethnicity
1. Can have major impact on your messaging and design aesthetics
ii. On site behavior and conversion rate can vary greatly between demographic groups
3. Where did they come from?
a. Different traffic sources bring in visitors in different stages in the funnel (susceptible to different
persuasion frameworks and triggers)
b. Social media tends to bring in curious, uncommitted, top of the funnel traffic
c. PPC offers a lot of control and you should have a sense of who they are
d. Organic offers less control but you can use analytics to tell which keywords youre ranking for
e. Email can bring in highly engaged traffic, but you should still have a sense of demographics of your
email list
4. User Scenarios
a. Personas are the role of the person (e.g. small business owner), while scenarios take into account the
context of their visit
i. What brought them to the site? What was their underlying concern or fears? What are their
desires and motivations?
b. Its not just task oriented - different people will approach the same task differently
5. EXCERCISE: Creating user scenarios
a. Write a brief description of the person (demographics)?
i. Who are they? Age? Sex? Location? Ethnicity?
ii. Job? Hobbies? What type of people are their parents? Do they have siblings? What was the last
book they read? Whats their favorite movie? How did they find out about you(where, when,what
were they doing)?
b. Write a detailed role
i. Who are they? What are their anxieties? How price conscious are they? What stage in the
funnel are they?
ii. How would they react to your service or product?/How do they feel about your offering?/How
does your offering make them feel? What does life look like if they convert? What does life look
like if they dont/never convert? How long will this person take to go through the funnel?(not
everyone progresses at the same pace)
c. Write a detailed intent
i. What are they trying to accomplish on your site? How do you imagine them accomplishing their
desired task? Do you imagine them converting? If so, what converting action do you imagine
them converting on?/What is their conversion path?(map it out)
ii. What are her expectations?
d. Imagine that you are this person
i. What obstacles will you face? What questions will you have? What elements of your site will
cause you frustration?
e. Come up with ways to lay out the information and design the conversion path in a way that makes
sense to your visitors -- NOT YOu
 Checklist
1. Site Speed
2. Production Quality/First Impressions
3. Clarity of Headlines, subheadlines, texts, CTA
a. Clarity
b. Relevancy
4. Trust Elements and Security
5. Graphical Content
6. Intuitiveness and Ease of Use
 Additional Resources
Submit Now by Andrew Chak
Landing Page Optimization by Tim Ash
Dont Make Me Think by Steve Krug

Software

Google Optimize - A/B testing

Usabilityhub.com - Usability testing
Optimizely - A/B testing
VWO - A/B testing
Unbounce- A/B testing
ConstantContact - email marketing
Resizemybrowser.com - to check your site on common screen resolutions
Websitegrader - hubspot