Here I was sitting in a landing page optimization course and the first thing they did was throw a formula at me. C=4m+3v+2(i-f)-2a.Thankfully, it really wasn’t a mathematical formula, just a conversion sequence that helped you visualize conversion. Dr. Flint McGlaughlin the founder of MECLABS, the world’s largest independent research institution focused on offer response optimization, was standing in front of the class saying, “You don’t optimize websites; you optimize thought sequences. Say it with me, C=4m+3v+2(i-f)-2a.”
What goes in that landing page optimization formula you say?
- Motivation of user, force of the value proposition, incentive, friction, and anxiety.
He went on to say that the sales funnel we all know and love is actually upside down, “The value proposition is the fundamental force powering your prospects up the sales funnel,” he added.
This can be measured by four essential elements of offer:
- Appeal- how much do I desire this offer?
- Exclusivity- where else can I get this offer?
- Credibility- can I trust your claims?
- Clarity-what are you actually offering?
In order to express your value proposition on the Web, you must have congruence (having every element of your page state or support your proposition) and continuity (making sure that every step of the buying process states or supports the proposition).
I know I can’t say it as best as Dr. McGlaughlin can, so I found a video where he discusses the value proposition in better detail.
Got it? Good. Next was incentives. The object of incentives is to balance emotional forces from negative to positive. To determine your ideal incentive you must consider: marketing intuition, perceived value differential,and return on incentive. Here is another video in which Dr. McGlaughlin discusses these elements
Next Dr. McGlaughlin spoke about friction and anxiety. Friction, in marketing, is the psychological resistance to a given element in the sales process. Anxiety, in other words, is like concern, but it is just as lethal as friction. To get a better idea of these two elements, click here.
What does this mean for you?
If your Website isn’t optimized properly, you’re losing customers. Dr.McGlaughlin showed us case studies where there was a 200% increase in capturing lead information by simply adjusting elements of their website. Take a look at the links presented above to better optimize your website, you won’t regret it.
With this information presented to me I had to take a 50 question test to get certified in landing page optimization. I passed, would you?