Home / Trends In E-Marketing & E-Business / Your Landing Page Needs an Ultimate Reason to Maximize Conversion (Live From MarketingSherpa Summit 2017)

Your Landing Page Needs an Ultimate Reason to Maximize Conversion (Live From MarketingSherpa Summit 2017)

Share

I’m here at the MECLABS Landing Page Optimization Certification Course on the last day of the 2017 MarketingSherpa Summit.

In the second session today, Flint McGlaughlin, Managing Director, MECLABS, lectured on the value proposition.

“A value proposition is an ultimate reason,” he said. “It is the answer to the question posed in the customer’s mind, ‘If I am the ideal customer, why should I purchase from your organization rather than any of your competitors?’”

If the answer to that question is not an ultimate reason, your business or product, does not deserve to exist. If someone else can serve your set of ideal customers better, then you are simply surviving on pockets of ignorance.

How do you know if your landing page’s value proposition is an ultimate reason?

The offer on the page should answer these four cognitive conclusions in the mind of the customer…

  1. I want it.
  2. I can’t get it (exactly like this) anywhere else
  3. I understand it.
  4. I believe it.

If the offer on your landing page does not answer these four conclusions, its value proposition is not an ultimate reason.

Here’s an example from the course to explain what I mean.

The Control and Treatment

View post on imgur.com

 

The Value Proposition

In the example treatment above, we have an ultimate reason in the new copy and design.

The answer to the question for the company in the experiment is: “Because we have the most comprehensive¹  and accurate² lead database.”

1.Includes access to over 210 million U.S. consumers, 14 million U.S. businesses, and 13 million executives.

2.We have a team of 600 researchers that verify the data daily and make over 26 million verification calls a year (80,000 calls a day).

By plugging this reason into the copy, the page achieved a significant result.

The Results

Because of this ultimate reason, the page achieved a 201% increase in leads.

I’m writing this just as we’re finishing up here, and it’s been a packed day. If you’d like to learn more about our training, check out our education menu here.

You might also like:

Value Proposition: A free worksheet to help you win arguments in any meeting

Powerful Value Propositions: How to Optimize this Critical Marketing Element – and Lift Your Results

Customer Value: The 4 essential levels of value propositions

Click Here For Original Source Of The Article

Check Also

Digital Marketing News: ROI Acronyms, Google Ranking Factors and Twitter’s New Look

Digital Marketing News: ROI Acronyms, Google Ranking Factors and Twitter’s New Look

The Hipster’s Guide to ROI [Infographic]
Marketing lingo has expanded and with all of the acronyms, it’s hard to decipher and differentiate combinations of letters. This infographic will show you the most common acronyms and esoteric language related to marketing ROI, giving you an explanation of what they are and why they matter. (LinkedIn Marketing Solutions Blog)

SEMrush Ranking Factors Study 2017
Google ranking factors constantly updates with every major algorithm change. In this report, the 12 most substantial and controversial factors (including website visits, pages per session and content) were chosen to show what impacts search results and to identify consistent patterns in the ranking mechanism that could be helpful to the SEO community. (SEMrush)

Check Out Our New Look!
Twitter has listened to the feedback from its users and have made some updates to the design. Some of the new features include: Typography has been refined to be more consistent with bolder headlines and rounded profile photos, Tweets are now updated instantly on the mobile app with replies, retweets and like counts so you can see real-time conversations and links to articles and websites now open in Safari’s viewer in iOS so you can easily access accounts on websites you’re already signed into. (Twitter Blog)

LinkedIn Adds Images in Comments, New Opportunities for Job Listings
There have been many small yet impactful new updates to LinkedIn recently, due to audience demand. One new feature is you can now add images into comments on posts within the LinkedIn platform. Another boost for LinkedIn is Google’s new tool which helps people find jobs directly through Google search, which sorts through various listings, including LinkedIn. (Social Media Today)

Instagram Stories Now Has 250 Million Daily Active Users, Heating Up Its Rivalry With Snapchat
Instagram Stories is the section of disappearing posts, which recently pulled ahead of Snapchat with an increase of 50 million users in just two months. Instagram also announced that users are now allowed to replay live video instead of it immediately disappearing. (AdWeek)

Google’s Job Listings Search is Now Open to All Job Search Sites & Developers
Google is now offering a formal path for outsiders to add job listings in Google search. Although it doesn’t have an official name, it’s part of the Google for Jobs initiative. You can also track how well your job listings are doing in Google search with a new filter in the Search Analytics report in the Google Search Console. (Search Engine Land)

Oh, How Pinteresting!
Pinterest rolled out a fresh new look for Lens, and instead of only being able to recreate your favorite restaurant dishes at home, Lens can now recognize and recommend outfit ideas including shoes, shirts, hats and other styles. The new interface and built-in tools make it easy to Lens the world around you. (Pinterest Blog)

The Most Important Skills for B2B Tech Marketers
B2B technology marketers rely on many skills for their niche market. The most important skills among Millennials, Generation Xers and Baby Boomers were soft skills, including communication and people management and writing skills. Others included digital media marketing and content marketing. (MarketingProfs)

What were your top digital marketing news stories this week?

We'll be back next week with more top digital marketing news stories. Craving more news in the meantime? Check out TopRank Marketing on Twitter @toprank!

The post Digital Marketing News: ROI Acronyms, Google Ranking Factors and Twitter’s New Look appeared first on Online Marketing Blog - TopRank®.

Leave a Reply

Your email address will not be published. Required fields are marked *

css.php