Use this checklist to make sure you have the information visitors want to drive them to action.

1. Landing Pages
How to create pages that convert
By AJ Davis, founder of Experiment Zone

2. Agenda
What we’ll cover
We’re taking a close look at landing pages with AJ Davis.
▪ How to effectively communicate your purpose.
▪ How to evaluate your visitor’s engagement.
▪ Identifying changes & improvements using empathy
Bonus: Giveaways from Experiment Zone

3. Empathy
Experience optimization
Cart & Checkout
Purchasing
Collection & Product Pages
Browsing
Landing & Collection Pages
Education
Pre-Website & Landing Pages
Discovery

4. Landing pages
Before we get started
Today’s session will be interactive.
▪ Pull up your own site (or your clients) and follow along.
▪ You may want to pause and get a pen/paper
Want feedback? Find us at experimentzone.com and join our Facebook
community “Growth through Empathy.”

5. Question 1:
Your Purpose
▪ Why do you do what you do?
▪ What drives you?
Write down your answer.
What is your brand’s
purpose?

6. Question 2:
The Problem
▪ What’s the biggest challenge
you help your visitors
overcome?
▪ What are the pain points your
visitor feels?
Write down your answer.
What problem do
you solve for your
customers?

7. Question 3:
Your Solution
▪ How do you make the lives of
your customer easier?
▪ What is unique about your
solution?
Write down your answer.
What is the solution
you provide?

8. Question 4:
Why You?
▪ Why should visitors become
your customers?
▪ You may want to pull from your
purpose and value propositions.
Write down your answer.
Why you?

9. Landing Page Review
Do you answer 3 questions?
Does your site convey these 3 pieces of information on the landing
page?
▪ What problem does this business solve?
▪ How does this business solve it?
▪ Why should I go with this business for my problem?

10. Landing Page Strength
Is my website working?
Do people “get it” when they come to your site?
▪ Use FiveSecondTest.com to find out.
What to ask….
▪ What is this website about?
▪ What can you do on this website?

11. Landing page Review
What’s above the fold?
What information does your visitor see without scrolling?
▪ What information is included?
▪ Is the information easy to read?
▪ What is your eye drawn to?
▫ Use FiveSecondTest.com

12. Landing page Review
Call to Action (CTA)
What do you want your visitor to do to become a customer? (Where do
they convert?)
▪ Do you have a clear, primary CTA?
▪ Is it easy to see on your Landing page?
▫ Learn where the visitor is clicking with hotjar
▪ What’s the verbiage?

13. Landing page Review
Key Takeaways
▪ Tell your visitor what you provide and why you’re the right business
to provide it.
▪ Focus on content above the fold.
▪ Include Call To Actions.
▪ Conduct regular analysis. Test where you can.

14. Next Steps
Bonus Materials
Tools any site can use:
▪ FiveSecondTest.com: Test the first impression your site makes.
▪ Hotjar: Setup on page to understand what is drawing your visitor’s
attention.
▪ Google Analytics: Add to your site to understand your visitor.

15. Next Steps
Visit Us
GIVEAWAY >>> Get your FREE Conversion Report Card at
experimentzone.com
▪ Sign up for our next webinar at GrowthThroughEmpathy.com
▪ Join our Growth Through Empathy Facebook Group to have tips
from me at your fingertips.
▪ Learn more about CRO at experimentzone.com