📂 Include the right structure and elements to maximize sign up conversion rate
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📖 The following is an excerpt from my work-in-progress book, Founding Marketing. It's a (very) rough draft of thoughts, notes, and research... so feel free to reply with your feedback on what I should expand more on and what needs to be clarified. Enjoy!
Your landing page needs to tell a story of transformation. And to do that, you need the right ingredients of page elements and copywriting.
If I tell you exactly how to structure your landing page without telling you why, you’ll struggle to improve upon it later and iterate to optimize conversions even further.
The Human Action Model
Economist Ludwig von Mises devised another three-step model for assessing the incentives that drive a person to action.
The Human Action model posits:
- An individual has a sense of discomfort or unease with her current situation,
- That individual imagines a vision of a better state, and
- The individual comes to believe their action can realize that improved condition.
Each step must be taken in order to drive a person to take actions in ways to improve their life.
This is a great graphic to illustrate.
Regular Mario isn’t happy with being regular (dissatisfaction with the status quo). He’s introduced to a magical flower (imagines a vision of a better state). Mario eats the flower and becomes Fire-breathing Mario (believes their action will realize a better future).
What you want to do is tell this same story to your landing page visitors.
So when we talk about the page elements to maximize sign up conversion rates, it’s not a random magical combination. It’s storytelling.
Here are the essential elements of a landing page:
- Navbar
- Hero
- Alternative comparison
- Features
- Integrations
- Manifesto
- How it works
- Primary CTA
- Pricing
- Secondary CTA
- Footer
It’s my belief that you can get away with having a single-page website for a long time. About pages, pricing pages, integration pages, partner pages… they’re nice-to-have’s.
—Corey
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