Don Nicholas
Managing Partner
Mequoda Group, LLC

Workshop Title: Creating Landing Pages that Sell—12 Secrets for Increasing Landing Page Conversion Rates

Description: There is a lot of money to be made selling information online, from books, reports and memberships to audio conferences and live events. How do you get your share of this bonanza?

You can create great content. You can set up an attractive website to display your wares. And you can drive traffic to your site through search engine optimization and Google AdWords.

But none of these efforts will be effective if your site visitors don't actually buy your products. So how do you convert visitors into buyers?

In the Creating Landing Pages that Sell workshop, Don Nicholas will introduce you and your team to the 12 secrets for increasing landing page conversion rates.

Workshop outline and agenda

This workshop can be customized to address your specific concerns and requirements. In general, Creating Landing Pages that Sell—12 Secrets for Increasing Landing Page Conversion Rates is presented in the following format.

Morning: Three-hour tutorial encompassing lecture and discussion

In the morning session, Don will detail the 12 best practices for creating landing pages that sell and share case studies that demonstrate each best practice.

He'll also explain the elements of effective landing pages— in detail—so that you can create your own fully functional sales letter landing pages that sell your information products.

Here's an overview of the 12 best practices you'll explore:

Best Practice #1: Writing Effective and Promising Headlines

When a visitor arrives at your website landing page, you have about 10 seconds to make a good impression and capture her attention. If you don't succeed immediately, she is likely to click away and you're apt to lose her forever.

Best Practice #2: Captivating Readers with a Compelling Story

Great products seldom stand on their own or sell themselves without someone creating a story. A great landing page is a sales letter that begins with a story that heightens desire for the product and prompts a purchase decision.

Best Practice #3: Webifying Content to Maintain Interest

By "webification" we mean the most efficient use of all the multi-media and interactive technology available. This does not, however, mean using technology just because it's there.

Best Practice #4: Building Relationships with Email Capture

Once you've captured your prospect's interest, it's important to keep your name, product, and/or service in front of them. Offering a free newsletter or a free report is a handy, non-invasive way to accomplish that.

Best Practice #5: Increasing Credibility with User Testimonials

Buyers love having their purchase decisions validated. It comforts and reassures them to know that other customers—just like them—have bought and been very satisfied with your product or service.

Best Practice #6: Creating Strategic Order Flow Links

Links and buttons are the vehicles that allow a prospect to navigate your landing page. Your objective should be to make them as easy as possible to understand and use.

Best Practice #7: Applying User-Centric Labeling and Language

Make your website navigation friendly and familiar. Experienced web surfers are familiar with what have become the traditional "road signs" of well-designed webpages.

Best Practice #8: Improving Readability and Content Density

If a landing page is comfortable and easy to read, your prospects are far more likely to keep reading and respond to your sales message.

Best Practice #9: Providing Urgency and Content Freshness

Few things destroy the credibility of a sales letter landing page more quickly and effectively than content that's out of date.

Best Practice #10: Speeding Up Landing Page Load Time

Nobody wants to wait for a website to load.

Best Practice #11: Designing Aesthetically Pleasing Landing Pages

Know your target market and create an appearance that conforms to your visitors' expectations. We call it the "user's mental model."

Best Practice #12: Offering Multiple and Convenient Order Options

Posting a landing page with a confusing or inadequate order mechanism is like opening a new Wal-Mart, but forgetting to install cash registers.

Afternoon: Three-hour interactive, applying the 12 secrets for increasing landing page conversion rates to your business

In the afternoon session, Don will lead an interactive Q&A devoted to how you can use the Mequoda Landing Page Scorecard to critique one or more of the clients' rapid conversion, sales letter, up sell or access challenge landing pages.

Objectives and outcomes

1. Understand proven sales letter landing page headline and copywriting strategies.

2. Explore new methods for engaging a prospective customer and beginning a business relationship.

3. Learn specific techniques of website design and architecture that are guaranteed to increase sales.

Who should attend

Publishers, editors, journalists, copywriters, circulation directors, website architects, usability engineers, creative directors and others responsible for website design, website content, Internet strategy and online marketing will all benefit from participating in this workshop.

Pricing details

The price for the Creating Landing Pages that Sell workshop within the United States is $7,200 plus travel expenses. Please call us for international pricing.

Price includes a digital site license to duplicate both the PowerPoint presentation and the companion course book and notebook, for distribution to your staff.

Accepted forms of payment

• Check in U.S. dollars

• Bank transfer

• Credit card number sent by mail, fax, or phone (VISA, MasterCard, American Express)

• Purchase order, followed by payment in one of these forms.

We can also mail, email, or fax you a paper invoice that you can provide to your accounting department to initiate payment.

To learn more

If you are interested in additional information or would like to schedule this workshop, please contact Julie Ottomano, Client Services Manager, Mequoda Group, LLC, 508.435.1005, or click the link below.

Where do you want to go next?

Contact Us

About Mequoda—Who we are, where we've been, what we do

About Don Nicholas—Profile of Mequoda's Chief Information Architect

Sample Don's Presentation—See a representative video clip from a Mequoda workshop