Presenter: Rick Frantz of MarketingExperiments
Title: Discover what really works in optimization
Main Point: If something you are doing doesn't work, doing more of it won't change that.
Take-Away Action: Write down your value proposition. Compare it to your compeition and evaluate if it's a real differentiator.
Hitting the ketchup bottle on the bottom doesn't work.
There has to be a better way to do other things in life
When something is not working well, doing more of it won't produce better results
Obvious solutions are not the best solutions
Measuring and Testing are the only ways to discover what works better
Starting an argument doesn't help you persuade, it only helps you hurt someone.
Landing Page Optimzation Meta-Theory
People don't by from websites, they buy from people
You don't optimize pages, you optimize though sequence
To optimize though sequence, you need to enter a conversation
Then guide the conversation to a value exchange
c = 4m + 3v + 2(i-f) - 2a
C = Conversion
M = Motivation
V = Clarity of Value Prop
I = Incentive
F = Friction
A = Anxiety
Value Prop and Incentive are Value Contributors
Friction and Anxiety are Value Inhibitors
You need the Contributors to outweigh the Inhibitors
If you don't have something that differentiates you (the Value Prop) then you are just getting by on the ignorance of the market.
When you advertise on something people are looking for, make sure that you're giving them what they want when they come back to your site.
Every page on your site should have a Primary Objective and should stick to it!