Marketing, Storytelling, & time travel

How an expert landing page optimizer uses predictably irrational landing pages

WordPress Landing Pages Made Easy

WordPress Landing Pages Made Easy

WordPress Landing Pages Made Easy

CopyBlogger recently released a landing page optimization tool for use with WordPress called Premise. The solution  is remarkable for numerous reasons, including the ability to insert predefined proven landing page templates into any WordPress site without disrupting the main theme layout. It also includes optimization tools and training from industry experts Bryan Eisenberg and Jeff Sexton. But this isn’t a review of the product. It’s a look at how landing page optimization experts use landing pages to sell a product that produces landing pages that sell.

The first thing you should notice is that there are two calls to action (not counting the Back button), creating the asymmetric dominance of the purchase choices. But which choice in the set is the decoy?

Premise promotes the Ultimate option in the following ways*:

  • the name makes it sound premium
  • it includes infinitely more training and support for just under twice the cost
  • the headline and feature text is bigger and bolder
  • the call-out box is positioned slightly higher than that of the Starter option
  • there is a really convincing cloud with “Best Value!” written on it and an arrow pointing at the Ultimate option

Copy Blogger promotes the Ultimate option for good reason: it is the most profitable option for them. Customers are more likely to need support and training in the first 6 months, and that need diminishes rapidly over time, vastly reducing the cost of those infinite additional months of services.

If the tools and training included with Premise are this clever, then it is well worth the investment.

[*special thanks to @clifftam for helping with this visual analysis]

1 Comment

  1. May 20, 2012    

    I don’t know, that landing page just doesn’t excite me. I haven’t tried that one, but I have tried one from authority pro, but the one from just blows every other splash page plugin away. Good post by the way.

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