tommydale

I wanted to share with you all a formula for optimizing landing pages. This is created by Flint McGloughlin and team at Marketing Experiments.

dougp

Interesting, can you provide an example of the friction element of process? I'm not sure what this means.

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tommydale

Hi Dougp,

Friction element refers to things on the page or site that could possibly prevent or make it more difficult for users/visitors to convert. For example if your conversion goal is to get someone to sign up for a newsletter, a very simple friction element would be extra fields in the subscription form.

Another example would be showing other things for a visitor to click on.

The goal is to remove distractions and reduce the friction as much as possible.

Cygnet Infotech

Seriously!!! Probable one of the most interesting things I have seen in a while, Can you please elaborate more?? I mean to say link it to some real example!!

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quadagon

Heres a video that covers it a bit and some further reading

http://www.marketingexperiments.com/...rease-148.html

seohacker

How can you Quantify m and v ?

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savidge4

I looked at this the other day and let it marinate in my brain for a few days. Very interesting to say the least.

C = 4M + 3V + 2( I - F ) - 2A

So lets say that C ( conversion ) equals one ( 1 ) that would then make every variable in the equation a percentage ( 20% = .20 as an example ). For the equation to equal the 1 needed for conversion the 4M + 3V + 2( I - F ) portion of the equation would have to be GREATER than one ( 1 ), to withstand the negative factor of 2A.

so the elements (M)otivation, The (C)larity of value proposition, (I)ncentive for action, and (F)riction have to be over compensated to counter (A)nxiety.

(M)otivation is interesting. There is a little tidbit of a statistic that helps in quantifying this variable. 86% of ALL online purchases start with a search. Flip that for a moment and you see that 14% of ALL online purchases have 100% motivation, and its the 86% that fall short in motivation.

As online marketers we understand that there are 3 types of users. There are information gathers, there are comparison users, and then there are buyers. So at the very least at this point we can assume that our search based traffic (M)otivated audience now stands at 28% ( +/- )

(C)larity of Value Proposition. I would like to believe this is where the above (M)otivation factors become very clear. and there is specifically 1 stat that can be looked at to better determine #1 the motivation, and #2 the (C)larity. That factor would be "Bounce Rate" in terms of say a squeeze page. And to keep this an easy read ( easier to write too ) I will choose to keep this discussion focused on a squeeze page.

I believe we all understand that having a clearly defined Value Proposition has a great amount of value. I am sure we all have seen the articles on matching the message from the point of traffic inception, with the Value Proposition message on page. This is specifically that piece that creates the desire to read more on the page. This factor considering that I am discussing a squeeze page will probably not reduce the bounce rate, but a way to determine its success is by looking at "Time On Page"

I will tell you in my office, we spend a decent amount of time testing "Time on Page". I have an actual video set up where we have those of us in the office, as well as anyone that shows up to read the page. we use the video to do primarily record the amount of time it takes to "Read" the page from top to bottom. We are then left with an actual "average" read time of the page, so we know what the onsite read time values indicate.

Another side note on this. We can then see if a page is falling short in read time, determine where in the text the fallout issue is occurring. ( As the guy in the video indicates... it allows us to "fill the holes" ) And start a process of testing and correcting.

Now at this point we are looking at (I)ncentive. What is in it for the end user. It is price, free shipping, easy to use etc. An element of this is started with the Value Proposition. The element on a squeeze page that I believe to directly correlate to this would be the "Benefits" of the product or package being sold. How will it make things easier for the end user, how will things get done faster, how will it bring success. yada yada yada...

The other aspect of (I)ncentive is the offer. I know many here use a free offer. Obviously that is incentive. Do this ( enter e-mail ) get this. So the VALUE of the incentive needs to be high. "Get a free book about Blah - Sign Up Now" will only get you so far. BUT, "Get a free book that details this and this and that and the other - Sign Up Now" plays on (I)nsentive, (V)alue Proposition, AND (M)otivation.

And then the friction... In the application that is being discussed a "Squeeze Page" it kind a comes down to do I need the first name, or just the e-mail address. If you are simply using the name in the head of your response e-mail "Hi John" and no where else... don't bother wit the name ( seriously ) IF you are using the name through out the e-mail with personal reference through the discussion err I mean e-mail.. then YES go for the name!

So after all of that... there is something to note. if you notice in the equation: C = 4M + 3V + 2( I - F ) - 2A you notice that its actually backwards. As the guy in the video points out, funnels as often referred to are upside down. and need to be flipped wide side down, and narrow point of focus upwards. Along this thinking, the equation outcome has been flipped as well.

To put that into better perspective, the above long boring monolog systematically went through the steps in the sales process. (M)otivation was first and (A)nxiety was last. so after getting past (A)nxiety, is when the outcome or conversion would take place. That would look like: 4M + 3V + 2( I - F ) - 2A = C.

You will notice that from left to right, the value of each variable decreases. 4x, 3x, 2x. 4M - or targeting is the most important and easiest step. 3V getting them to read the offer is then next important. 2( I- F ) then takes on even more importance if the above 2 factors are working correctly.

(A)nxiety. is TRUST. At this point everything is built up to this level. and the usual tools used in getting over this hump would be social proof, and seals of security, mixed with a "We wont share your e-mail address" message, more often than not seal the deal, and allow for that Conversion!