I was part of the inaugural
class conducted by a well-respected group called Marketing Experiments.
I love this organization because they perform scientific experiments
on all aspects of online marketing (thus the name) and provide solid
evidence about what works. More importantly, they also tell you
how and why these experiments work. This is the basis for the 2008
Landing Page Optimization Workshop that Marketing Experiments is
offering through Marketing Sherpa.
What I Liked
As I began, I learned
a very basic formula that affects every aspect of a landing page.
Through the different sections of the course/workshop, I discovered
specific elements of landing pages that can trigger positive and
negative responses. But what impressed me the most was the reasoning
behind the information.
For years, most of us
have heard about certain copywriting "rules." But these
rules had to be taken on faith. No one - until now - explained the
methods to the madness, so to speak. In the Landing Page Optimization
Workshop, you'll learn:
With a complete manual,
dozens of examples and about 13 actual, real-life case studies,
you can see what did and didn't work for others who have tried these
What I Didn't
For a copywriter (a creative
type), parts of the course were a little heavy on calculation. If
math isn't your favorite subject, you might not particularly enjoy
learning to set up a channel map or how to calculate the different
statistics needed to understand if your landing page is working
at its best.
However, all of these
can easily be input into an Excel spreadsheet, so the computation
will be done automatically. You are also free to use a calculator.
It's not quantum physics, and with a little effort, even I (the
queen of the math-challenged) was able to do well.
Learning to Write
Landing Page Copy
While certain aspects
of copywriting are included, this workshop will not teach you to
write landing page copy. What it will do is show you how to construct
a landing page that is laser sharp and keenly focused on accomplishing
a singular goal: converting a looker into a buyer.
It will also show you
what you need to include when writing your copy to help reduce negative
responses, boost positive responses and shorten the conversion path.
An exam is given at the
end of this workshop, and it must be passed in order to gain your
certification. It is an open-book exam taken directly from the material
you cover in the two-day workshop. While I wouldn't call it a "gimme,"
it is fairly easy to complete.
Whether or not you believe
we're in a state of recession, you want your landing pages to convert
at the highest rates possible. Nobody likes to flush money down
the toilet while blindly trying to figure out why sales or leads
aren't coming in. I have been able to use the knowledge I gained
during this program to improve the conversion rates of my own landing
pages. What's more, I've helped increase my clients' conversion
rates by as much as double.
As usual, I'm impressed
with the Marketing Experiments workshop. It leaves you with immediately
actionable steps you can easily implement right away that will bring
you greater success. This workshop/course gains my full approval.