Module 1: Landing Page Fundamentals (CCD)

Question 1

What is a Landing Page?

Answer 1

a web page created specifically to drive targeted marketing campaign traffic in order to achieve one specific purpose (purchases, downloads, opt-ins)

Question 2

Landing Page vs Website?

Answer 2

Landing Pages: are for campaign traffic Websites: are for organic traffic that comes from search engines like Google and Bing

Question 3

What are landing pages used for?

Answer 3

• Paid Ads
• Remarketing
• Email Campaigns
• Social Ads
• Promos
• Event Registration
• E-Books & Webinars
• Blog Opt-Ins
• Contests & Surveys

Question 4

What is the anatomy of a landing page?

Answer 4

• Headline + Subhead
• Hero Image (Photo or Video)
• Features + Benefits
• Social Proof
• CTA

Question 5

What does NSAMCWADLP stand for?

Answer 5

“Never Start a Marketing Campaign Without A Dedicated Landing Page”

Pro Tip:

DON’T send paid traffic to your homepage. Use a landing page.

Question 6

What are the 7 Principles of Conversion Centered Design?

Answer 6

Attention- remove distractions + drive attention to what you want people to do

Context- delivering on the promise you’d made before the click

Clarity- delivering Value Proposition CLEARLY + QUICKLY

Congruence- aligning everything on your page with CAMPAIGN GOAL

Credibility- evidence to back up your claims (social proof)

Closing- getting the sale, lead, subscriber, customer

Continuance- making sure you take advantage of what happens post-conversion

Question 7

Top 10 Mistakes on Landing Pages?

Answer 7

1. Send paid traffic to the homepage
2. Design Experience that “helps” people leave
3. Mismatching expectations (not delivering on the click on the landing page)
4. Trying to be clever with headline & value proposition (clear beats clever)
5. The Grey Goose effect (talking about being awesome without showing you’re awesome)
6. Using Stock Photography
7. Blindly following trends
8. Fake testimonials
9. Using “Submit” as your CTA
10. Not asking for a 2nd action