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Designers, THIS is your job on a landing page, not creating "engaging Web experiences."

 @thisissethsblog Trust is one of the key ingredients in the Chemistry of a Landing Page. Seth Godin underlines the reason in his short, pithy way.

If you don't have their trust, why would they believe any of the other elements on the page?

Your copy?

Your claims?

Read the most important question on Seth's blog.  

 @KISSmetrics offers a fantastic tour of landing page best practices. They offer 50 points with an example for each from businesses that have been successful on the Web. From seductive headlines, to creative copy to building trust to design, you will be inspired for your next landing page development task. 

 @crestodina I spoke at the Conversion Conference #convcon this week about flipping your message according to your Web visitor. This can be applied to subject lines, search ads, display ads and landing pages.

One of the most powerful "flips" is between the four kind of visitors outlined by Bryan and Jeffrey Eisenberg in their book Waiting for Your Cat to Bark?.

Here is a creative twist on the four kinds of visitors you'll encounter on your website: video game characters.

Is the page, post or email you're working on right now targeting Frogger or Mario or Galaga or PacMan?

It should.

In my book Your Customer Creation Equation I talk about the two conversions that online services have:Conversion from visitor to trialConversion from tryer to buyerI recommend that online services find ways to get the visitor started as soon as possible. Online services have the advantage that we can try the product right there online.

This article is further proof that getting the visitor engaged with questions is a more effective way to find more tryers and buyers than the typical home page.

When calculating your conversion rate, the bottom half of the fraction is visits. The lower this number is, the high your conversion rate. That's right. You can increase your conversion rate by lowering your traffic. Likewise, you can destroy your conversion rate by driving lots of unqualified traffic to your site. AdWords and SEM are designed to get only qualified traffic to your site, traffic that is likely to increase your conversion rate.

So, I'm pleased that my column on the Backward Landing Page was included in this roundup of AdWords and SEM guides. After all, the top half of your conversion rate fraction is the number of conversions. Landing pages have everything to do with that.

There are a number of best practices when it comes to creating forms on your landing pages.

Fewer fields increases conversion rate. Avoid conversion killering fields like address unless you absolutely need them. Add qualifying questions only to increase the quality of leads. "Submit" is not a proper call to action. No best practice is best for everyone, though. This infograph does a great job of putting some numbers behind the development of the right form for your landing page.

Good case study on landing page development.

If you're not familiar with the proper use of Landing Pages, let me guide you. This is part of a great series on copywriting for the Web. 

@widerfunnel "We have tested rotating offers many times and have found it to be a poor way of presenting home page content." Enough said.

Businesses love rotating banners because they are cowards. They are afraid of picking something and running with it. They don't want to lose a chance to get everyone. Well, when you try to sell to everyone, you sell to no one. If you won't listen to me, please, read Chris Goward's article. When it comes to testing, the Wider Funnel people konw what they're doing.  

The Bounce Rate is the number of people who leave your Web site after visiting one page divided by the number of people who come.

Left after one page
--------
Visits

This infographic is a great way to quickly understand why people bounce, and if your bounce rate is atrocious or acceptible. 

We almost always test headlines on the landing pages we optimize. It's how we get some of our best wins to increase conversion rates. This orthography is a great primer for writing headlines that you can test on your pages.

Tim Ash's excellent presentation on mistakes made on landing pages. Great examples throughout

A new tool for our online conversion lab! Facebook is apparently going to give us more insight into the behavior of individuals on our Facebook pages. The more we know about the success of these pages, the better decisions we can make about spending our marketing time and dollars on social media.

Despite all the hype, social networks are not a panacea for businesses, and many are putting too many resources into them without knowing the payoff.

When designing pages that are informational and persuasive, "visuial sugar" will often have a very meaningful negative effect on leads and sales. This is a great summary of what NOT to do on your landing pages and websites.

 "57% of customers will abandon a web page if it takes more than 3 seconds to load." This is just one of the interesting factoids found in this heartbreaking infographic.

You'll learn the eight primary factors that cause potential customer to abandon your site.

What is the impact of reviews on the purchase decision? It's in there.

Finally, discover what website factors make buyers buy more.

Then, have a conversation with us to find out how to harvest more revenue from your site. Your first call is free.

 "57% of customers will abandon a web page if it takes more than 3 seconds to load." This is just one of the interesting factoids found in this heartbreaking infographic.

You'll learn the eight primary factors that cause potential customer to abandon your site.

What is the impact of reviews on the purchase decision? It's in there.

Finally, discover what website factors make buyers buy more.

Then, have a conversation with us to find out how to harvest more revenue from your site. Your first call is free.

Stock photography is the lazy designer's crutch. Ironic considering that most pages miss a most basic marketing truism: "Show the product." This post offers some great insight into proper use of images on your Web pages.

How patient are you when surfing the Web? According to recent studies, you're not as patient as you might think. Slow loading pages will impact your conversion rates, and probably affect the ranking of your pages on the major search engines as well.

I'm giving away free copies of my book Your Customer Creation Equation: Unexpected Website Formulas of The Conversion Scientist. There are no strings attached.

Starting December 15 and running through December 19th, my book will be completely free in the Amazon Kindle Store. Just click on "One Click Buy" during the promo dates, and it'll be delivered right to your Kindle free of charge.

Don't have a Kindle? Never fear. You can read it on the Amazon Cloud Reader on your computer, or through the free Kindle App available for your Smartphone or iPad.  

  So what is this book I am offering for free? It's called The Customer Creation Equation: Unexpected Website Formulas of The Conversion Scientist™. It gives readers the foolproof formulas to creating a website that not only gets the right traffic, but converts that traffic to customers, returning customers and advocates.  

Some of the great things you'll learn in this book:

- Identify the unique customer creation formula for your site. - Set up your own digital conversion lab to measure your progress. - Develop landing pages for your site that actually deliver. - Charge your marketing "batteries" to reduce your advertising expenditures. - Communicate authoritatively with designers, developers, and executives.

So please, do not buy this book.  

Go over to the Kindle Store and get your copy absolutely free. Your website will thank you for it.

It's like 1995 on the mobile web right now. In the 90s, we were feeling our way through the process of defining what a "web page" should be, mostly by just launching things.

Now we find ourselves in our own 1994 on the mobile web, trying to figure out what a "mobile experience" is.

Right down to how the navigation should work.

If you're struggling with how to present menus on a small screen, this article should help. My partner in CRO, Joel Harvey, will be spilling the beans on what we've been finding in our tests at Conversion Conference 2015.

Do you have a ticket yet?