The Four Rights

Dr. Flint McGlaughlin of MarketingExperiments is up now at MarketingSherpa's Email Summit.  He's sharing some landing page optimization case studies.  While I can't share his screenshots, I can share some of his thoughts on optimization and where the money might be leaking out in your current marketing spend.

His main points:

1. We need a simple systematic way to discover the changes that we should test.
2. We need to apply this methodology to live landing pages

Dr. Flint also shared that in his experience:

• Consumers evaluate purchases based on "is it worth it"--i.e., is the value proposition worth more than the risk of purchase/participation
• One of your goal is to limit consumer anxiety with your landing pages.

As a result, the main questions you need to ask as you optimize landing pages are:

1. Why should my ideal prospect purchase from me rather than any of my competitors?
2. How can I minimize all of the elements in my sale path that cause psychological resistance?
3. How can I counter all of the remaining psychological resistance with an extra incentive?
4. How can I over-correct all of the elements which cause psychological concern in my sale path.

Dr. Flint also reminded the audience that there are three questions you must answer within 3 to 5 seconds when people come to your website:

1. Where am I?
2. What can I do here?
3. Why should I do it? (this is where your value proposition comes in)

Finally, Dr. Flint shared MarketingExperiments' Conversion Formula:

• C = 4M + 3V + 2(I-F) - 2A

Confused?  Go to the MarketingExperiments website and all will become clear--I guarantee it!