That’s a terrific formula for optimizing your landing page. It looks daunting, let me break it down for you.
If you hang in until the end, I”ll show you how this formula gives youinsight into marketing on the internet that very few people understand.
First, I’ll tell you that it’s not arbitrary and not a guess. This formula was refined byfrom over 10,000 trials. You can find lots of terrific information on their website. They’re very well respected.
Ok, here’s how to interpret it.
The formula helps you maximize the probability of getting a conversion – in other words, the likelihood that someone will take action on your page.
OK, how does this translate then?
The likelihood that your page will get someone to take action is a function of primarily:
m = the motivation of your visitors. This is why you have to bethoughtful about your traffic sources. If your visitors don’t care, youwon’t convert.
This is why the great direct marketer Gary Halbert always said, if you have a hot dog stand and I have a hot dog stand and we’re in competition with each other, the greatest advantage I can have over you…is a hungry crowd.
v = the clarity of your valueproposition. Once they get to your site, they have to get right away -what they can do, and why they should do it on your site instead of the10,000 other sites they could get to easily.
One more note on value proposition. Notice it’s the clarity of the proposition not the cleverness. In fact,has written articles on the importance of clarity and weakness of clever taglines or slogans. Here’s a great one. . I can’t overstate the importance of speaking clearly.
And part of the clarity is an explicit direction to take action – “Clickthe button below to get your download instantly” or whatever isappropriate for your site.
i-f – i is the incentive and f is thefriction. So there needs to be an incentive for them to act. And all the mailing lists, other offers, and images that aren’t relevant are justdistractions, other things to click on, that will reduce your conversion rate.
a – anxiety. You can see by the “-” that this is anegative. Visitor anxiety peaks right at your call-to-action (the button that says click or buy). You see guarantees and social proof near thecall-to-action as a way to decrease visitor anxiety.
OK, here’s the insight embedded in this formula.
Notice that the first three variables are all interrelated in a very specificway. They include: the motivation of your visitors, a clear presentation of something your visitors value, and an incentive that will make yourvisitors want to take action.
The big mistake most marketers onthe internet make is thinking they can optimize the different partsindependently. They ask, where can I get cheap traffic, what’s aheadline that really works, what’s a great offer I can make.
Youcan see from the equation how you will be more successful with yourlanding page by thinking of all the parts of the equation as a marketing campaign.
Who is a hungry market that I can find and bring to my site, and what is the value proposition THEY would find attractive, and what is an offer THEY would jump at.
Rather than looking forsomeone who promises lots of traffic cheap, or who can write a greatheadline, or who can develop a great offer you can give away, look for a campaign that optimizes all those for one given group of visitors.
Here are two examples.
This first example is about as weak as you’ll find, though there’s a good reason for that.
It’s Mozilla’s Firefox home page. You’ll see the page does just about everything wrong, if they mean to convert visitors.
m – The visitors are not hungry. Or rather they’re hungry but not for the offer Mozilla is making. If I go to a search page, I’m driven to getresults for whatever I’m curious about, not whatever Firefox ispitching.
v – Their value proposition is not clear at all,except for a particular group. “On November 10, Firefox is celebrating10 years by stoking the embers of online independence. Sign up to fuelthe fire.”
Some of you will know what the means. Most of youwon’t. And even those who know what it means probably couldn’t sayexactly what they’ll get by “fueling the fire”. This is a great exampleof “cleverness” over “clarity.
i-f – Their incentive is very low(see above) and their friction is very high. First, because if I clickthat button, I’ll be taken away from the search I came for, and I’ll godown some path I’m uncertain of. Second, because there’s a HUGEdistraction, the big search bar which is why I really came to this page.
a- Anxiety is probably not terribly high. I’m not concerned about givingmy email away. I just don’t know how how much I’ll be sidetracked if Iclick the hyperlink they offer.
So, with all this stacked against the page, why are they running it? Because Firefox owns 19.6% of thebrowser market. And this page gets shown to anyone who comes to Googleusing the Firefox browser. So, even though the page certainly convertsterribly, it gets a HUGE amount of traffic for free.
Here’s a good converter. This is‘s highest converting page currently. does nothing but design landing pages. And they have a very big userbase that tests constantly. So whatever their hot page is, that’s goingto be effective.
Let’s break it down.
This page is for a webinar. Webinars are very hot these days.
m – The target audience is probably the house lists for these guys. Their house lists (their own email databases) have deep trust for them (ClayCollins owns Leadpages and is an acknowledged guru). And you’re not ontheir list unless you’re trying to get your landing pages to convert. So the audience is super well qualified and very motivated.
v – The value proposition is actually a little implicit (rather than explicit). We’ll tell you how to triple your leads. That’s clear. And you have toknow these guys to know you’ll be getting better information that youwould from most webinars.
Notice, the pitch is very clear. Thereare NO cute slogans anywhere to be seen. It’s backed up by benefitsstatements that make it clearer. And, it has two call to action buttonsthat are very clear.
i-f – Incentive. Get your webinar. Frictionis low because the visitors know these guys. You’d also find a longfacebook comment section under the bottom call to action. They providesocial proof right at the major point of commitment.
a – Anxietyis pretty darn low. Yeah, I have to give you my email address but Iwouldn’t be here if I wasn’t already on your list. So you already haveit. Even at that, they use a “2 step opt in” to lower anxiety.
The call-to-action button makes it look like you can just click and getwhat you want without giving your email address (giving your emailraises anxiety). When you click the button, though, you’ll get a formto enter your email address. But you’ve already made a commitment byclicking the button once, so you’re more likely to fill out the form.And, in fact, a 2 step opt in reliably increases conversion by something like 15%.
So, there are your pillars in action. Go put them to use for your business.