Become great at landing page optimization

Creating an effective landing page experience isn't just about what goes on on the page itself. In this session, you’ll dive into the multiple aspects that influence the overall user experience and what role the landing page plays. Moreover, you'll get a high-level overview of the LPO process.

Topics Covered:

• Get an introduction to all the factors that influence the landing page experience and what specific role the landing page itself plays.
• Understand the characteristics of an effective landing page so you know what to aim for and what to avoid when building landing pages.
• Get an overview of the landing page optimization process so you know what steps are involved and where you should start.

Understanding how the brain works and how humans make decisions are two very important aspects of creating a good landing page experience. In this lesson we'll look at some basic psychology principles and three cognitive biases.

Topics Covered:

• Understand the difference between fast and slow thinking and how these two different "modes" affect your users' decision-making process.
• Learn how cognitive biases like framing and priming affect the user experience and how/when they can backfire.
• Learn how to use cognitive biases to guide the user through the landing page experience in a clear and logical way.

In this lesson you'll get an introduction to basic neuroscience and two of the most important brain chemicals that affect the landing page experience.

Topics Covered:

• Understand how brain chemicals affect human user experience so you can take this into consideration when building new landing pages.
• Learn how dopamine and cortisol drive human behaviour and how you can use these to create optimal user experiences.
• Insight into the most common cortisol triggers that negatively affect the landing page experience so you can avoid pitfalls.

Gathering quantitative data is a very important step in LPO. This insight gives you an overview of what users are doing and where things are going wrong. Moreover, it provides you with important insight on who your target audience is and how they interact with your landing page.

Topics Covered:

• Learn how to get important insight from Google Analytics on less than an hour.
• Get an introduction and guided tour of the most insightful standard reports in Google Analytics to use in your LPO research.
• Learn how to create a manual step-drop analysis so you can pinpoint where users are abandoning the conversion funnel.

Where quantitative research helps you answer “where”, “what” and “who”, qualitative research helps you answer “why” questions. In this lesson you'll learn how to conduct a full funnel walkthrough. Moreover, you'll learn more about how to get important insight from user testing, interviews and customer reviews.

Topics Covered:

• Learn how to conduct a full funnel walkthrough that focuses on finding the weakest points in the landing page experience.
• Get tips for how to use customer review sites to get insight to inform what content to include and how to write your copy.
• Get a list of questions you can ask during interviews with CS, Sales and customers as well as guidelines for how to conduct these interviews.

In part 2 you'll get a deeper understanding of how to use tools like Session Recording, Feedback Polls and Heat Maps in your LPO research.

Topics Covered:

• Learn how to get insight from Session Recordings and how to incorporate these insights in your LPO work.
• Get practical advice for how to use Feedback Polls effectively in your LPO work - this includes a set of questions that you can run right away on your landing pages.
• Learn more about Heat Maps and what to look for when analyzing the data you've collected.

Consider this lesson a crash course in landing page copywriting. You'll learn the most important aspects of writing copy for landing pages and how to use your information hierarchy as a guide for how to structure your copy.

Topics Covered:

• Learn the fundamentals of landing page copywriting and a simple approach that will help kickstart your writing process.
• Understand how to use your information hierarchy, a guide for how to prioritize elements and structure your copy.
• Get a simple technique for finding out how much copy to include on any landing page you work on.

In this lesson you'll get an overview of the most important copy elements you have at your disposal and how to use these most effectively. This lesson includes formulas and templates that'll help get you off to a flying start.

Topics Covered:

• Get a deeper understanding of what copy elements to focus your attention and energy on. This helps you prioritize your copy efforts and write more effective copy.
• Get a deeper insight into how to use copy to mitigate drive motivation and mitigate negative emotions.
• Get a set of formulas and templates that will help kickstart your writing process and keep you focused on the right elements.

In this lesson you'll get an introduction to landing page design and what to focus on in order to put together an effective landing page experience. This lesson includes the 6 most important design elements.

Topics Covered:

• Understand the basics of designing effective, high-converting landing pages.
• Learn the 6 most important landing page design elements so you know what to focus on. This will help you save time and stay away from the less important aspects.
• Learn how to use your information hierarchy and wireframes as a guideline for your design efforts.

In this lesson you'll learn what Visual Hierarchy is and how to use the 6 most important principles of visual hierarchy in your design work.

Topics Covered:

• Get a deeper understanding of Visual Hierarchy and how it affects the experience your users have when they interact with your landing page.
• Learn how to easily identify what elements should stand out on your landing pages in order to create a logical flow that guides your users through the landing page experience.
• Get useful guides for deciding on what colors and fonts to use in your design so you can save time on this otherwise time-consuming process.

In this short lesson you'll get practical tips for designing high-converting forms for your landing pages.

Topics Covered:

• Get a deeper understanding of what role your forms play in the overall landing page experience.
• Learn important aspects of form design that marketers often fail to take into consideration.
• See examples of pitfalls to avoid so you can be more efficient in your design process.

This session is all about putting everything you’ve learned in the course together into a solid practical process: from audit to optimization strategy.

Topics Covered:

• Get an overview of the entire process including everything you've learned so far in the course.
• See how all the different aspects of LPO come together to inform your final strategy.
• Get inspiration for how to structure your LPO project and how to drive an ongoing optimization process.