LPO: Landing Page Optimization

LPO: Landing Page Optimization

Landing pages are a part of almost every digital campaign and great digital marketers make great landing pages. This is LPO: Landing Page Optimization where we make marketers great using design, data, psychology -- and attitude. Your host Brian Massey, the Conversion Scientist sits down with leading marketers to help you create campaigns that deliver.

Episodes

April 1, 2020 42 min
When you’re attempting to persuade, do you emphasize the positive aspects of your offering or the potential loss of not taking action? This negotiation concept is called “prospect theory,” and today’s guest is an expert. Literally.

Calum Coburn is the Director and Vice President of The Negotiation Experts, a training and consulting firm that enables sales teams to drive measurable profit improvements. 

On today’s show, Calum and Bria...
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What The Data Says About Turning Marketing Leads Into Sales with Sammy James. Sale's is a conversation, so how can you expect to sell if that conversation never happens, or doesn’t happen fast enough? On today’s show, Brian chats with Sammy James, CEO and founder of Speak2Leads, automated lead response and follow-up tool. 
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What would it look like if you could give your digital brand a human voice? On today’s Landing Page Optimization, we brought in Rob Walch, VP of Podcaster Relations at Libsyn, the world’s leading podcast hosting site.
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The Cluetrain Manifesto for a New Generation | Tara Hunt Part 2. Listen in to Part 2 of Brian Massey’s conversation with Tara Hunt, CEO of Truly., as they continue to discuss the Cluetrain Manifesto. You can check out Part 1 by dialing back one episode in this feed or visit our show page for a full list. You can also hear Brian’s reading of the full Cluetrain Manifesto on this feed. Tara is a digital marketing "native" (mea...
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You kids get off my lawn! And Other Things Old Marketers Say | Tara Hunt. Contrarians. They're trouble. At least they're trouble in structured organizations. They are the "But maybes" in your "Of courses!” They come up with exceptions to your rules.

It's hard for businesses to find a place for contrarians. But, when they do find their place, the results can be incredible. Think Steve Jobs: He was kicked out o...
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n this episode of LPO, we’re talking to BJ Fogg, Ph.D., author and founder of the Behavior Design Lab at Stanford University. His new book, "Tiny Habits," has turned business management lessons into a program for individual behavioral change.
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After almost four decades, I believe the best choice for another shot at a conversion is still that quaint old communication medium: email.

Email still can't be beat for rich content, for conversations that feel one-to-one, and for getting another shot at a future customer. It's the original social media platform.

Liz Willits is a self-professed email marketing nerd, and the Senior Content Marketing Specialist at AWeber, one...
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"CMOs are abdicating their strategic position in their businesses."

Just when I was marveling at how much CMOs really must do for their brands, Laura Patterson, President of VisionEdge Marketing, said the above statement that stopped me in my tracks.

Laura has been focused on performance marketing and the proper use of data since before it was "cool,” and if anybody knows what's going on with CMOs, it's her.

A few ...
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"Marketing needs to generate more leads," says sales.

"Sales needs to follow up on the leads we're sending them," says marketing.

Sales and marketing: two functions that are critical to a business’s success. And from the first time something was sold, sales and marketing have worked independently.

This gulf, this canyon, this gaping sinkhole between sales and marketing has been around for a long time. That’s wh...
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Having a true understanding of your target customer is the first step in building an effective marketing plan.

How are they spending their time? Are they able to use the time they have to focus on their area of expertise? And do they have an interest in doing even better work?

Come to think of it, we could ask these same questions of ourselves. It’s a full-circle approach that leads to better clarity about our target audience, enabl...
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People like funnels because they provide us with some sense of progress in our marketing efforts, but the marketing funnel is under attack, especially in the B2B lead generation space.

Carman Pirie (@pirie) is the co-founder of Kula Partners, an agency built to help leading manufacturers digitally transform marketing and sales to deliver more leads, close more prospects, and grow their competitive edge.

The solutions that purport...
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Mobile best practices don’t really exist. Every audience is different, and Intended Consequences host Brian Massey has the tests to prove it. What works for one business doesn’t always work for others.

In this episode, you’ll hear design ideas for your website’s mobile call-to-action buttons, so you can test them and discover what works.

How can mobile call-to-action buttons increase conversions? Can you place more than one CTA per m...
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October 15, 2019 37 min
We're told terrifying things: that people have the attention span of a goldfish, that Millennials don't read, that we only have 8 seconds to make our point. No wonder we're confused about how to communicate through copy.

However, the words we use to establish our value and persuade visitors to take action can be tested. Data to the rescue!

Olivia Ross (@ortdesign) is the Director of Conversion Rate Optimization at Dir...
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There is a ceiling on your conversion rate. It's not your price. It's not your copy. It's not your form.

It's eating your website from the inside out. It's causing your SEO to atrophy. It's causing your paid search placement to drop. It's causing your visitors to bounce, and it's only getting worse as mobile traffic grows.

What is the ceiling on your conversion rate? It may be....your page load time.

O...
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Time is precious for overburdened marketers. On this show, we seek to understand which tools are truly valuable, and which are just giving us “interesting” insights.
We install something like Hotjar on every one of our client sites when optimizing.
Tools like Hotjar are a part of what I call ‘the golden age of marketing’. These tools are continually evolving, getting easier to use and less expensive.
These are the tools that buy you m...
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In this episode of LPO, we’re digging into agency management - how to leverage the relationship and how to think about the relationship.
You’ll hear from Garrett Mehrguth (@gmehrguth), CEO of Directive Consulting, on why regardless of the research done, the pitch meeting is a tough time for the agency.
That initial agency pitch meeting brings out bias. It becomes about pleasing the client - not the client’s customers. This is how...
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Key Takeaways:

Exit Intent: Gain insights from Evan on exit intent in this week’s show.
What Happens When a Site Bug Goes Unchecked: You’ll hear stories on the impact a site bug can have on your website - and we’re talking a $1.2 million impact.
Tips on Conversation with Executives: Gain knowledge and tips from Evan on how to have conversations with your marketing executives, such as sharing clear examples and reports that show how ce...
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On this episode of LPO, host Brian Massey (@bmassey) is pulling in Joel Harvey (@JoelJHarvey) - Chief Operating Officer at Conversion Sciences - and they’re talking website redesigns.

In this episode, the duo is going to tell you something that may surprise you. Website redesigns don’t have to be all or nothing. You don't have to push all your budget in and wait 3, or 6 or even 12 months later.

Brian and Joel are lettin...
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Key Takeaways:
Exit Intent: Gain insights from Evan on exit intent in this week’s show.What Happens When a Site Bug Goes Unchecked: You’ll hear stories on the impact a site bug can have on your website - and we’re talking a $1.2 million impact.Tips on Conversation with Executives: Gain knowledge and tips from Evan on how to have conversations with your marketing executives, such as sharing clear examples and reports that show how ce...
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Tim Ash speaks to the founder of Testing.Agency about the common mistakes that split testers make, the limitations of tactical testing and the need for periodic site redesigns, and Ton's past life as a techno-music DJ in Holland. Don't miss this final episode of the LPO podcast!
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