The High-Performance Landing Page: 3 ways to maximize conversion with the power of coherence

(This article was originally published in the MarketingExperiments email newsletter.)

Definition of RANDOM: “Having no definite aim or purpose; not sent or guided in a particular direction; made, done, occurring, etc., without method or conscious choice; haphazard.”

Oxford English Dictionary

We have been living in the age of random for awhile now. It’s popular to wear a hodgepodge of patterns, listen to unrelated ideas in song lyrics, go to “random” places, visit “random” people, and even to believe opposing ideologies, no matter how illogical.

Although living a random existence may be a popular postmodern construct, it does not serve the marketer who needs to create a high-converting landing page. Yet randomness prevails even in the digital marketing world.

Random ideas are often cobbled together in planning meetings without a coherent, unified goal and methodology to achieve it. The results are a leaky funnel and untapped customers. So even good random ideas aren’t enough.

In this recent live video session, Flint McGlaughlin, CEO and Managing Director, MECLABS Institute, shares how you can move from good ideas to strategic messaging.

Watch the replay to learn three advanced principles to help achieve strategic messaging and overcome these deadly conversion mistakes:

Pages before hypotheses
Diagnosis without prescription
Creativity without science

Here are some key points in the video:

4:20 Beware of building a landing page before you develop a hypothesis.
4:43 Beware of diagnosing the problem in your funnel without providing a prescription
7:56 Beware of creativity without science
10:00 How can you move from good ideas to strategic messaging?
16:16 1st way: Understand the transition from diagnosis to prescription
17:32 2nd way: Work from the customer’s point of view rather than a sense of talent
21:12 Martin Buber and the concept of “the other”
23:16 Live optimization – Nursing program
27:32 Tracking customer footprints – Ask yourself what stimulated the last behavior that led them to your landing page.
38:15 3rd way: Move from elements to coherence – Thomas S. Kuhn
41:45 Testing webpages – Variable Cluster explanation and advice
47:27 Three questions to ask yourself to get your page in the high-performance zone