Basic Emotions & Landing Page Optimization

No matter how smart or evolved we are, we still make decisions based on emotions. If you try to design “rational” landing pages that make intellectual sense, you will be ignoring the important psychological dimensions of the web experience.

In my recent “By the Numbers” Expert Column on Search Engine Watch I wrote about Emotional Motivators in Landing Page Optimization.

The column describes three basic scales that we use at SiteTuners.com to evaluate landing page designs:

• Anxiety vs. Trust
• Confusion vs. Clarity
• Alienation vs. Affinity

Master these emotional appeals and people will be much more likely to do what you want them to do on your landing page.

Why Web Analysts Get No Respect

In a recent post on the Search Engine Watch blog I wrote about
A Seat at the Table for Web Analytics.

It explains why Web Analytics practitioners often do not get the respect that they feel they deserve.

Marketing Sherpa Landing Page Optimization Workshop – Florida June 2-3

Marketing Sherpa and its parent company Marketing Experiments are co-hosting a two day Landing Page Optimization Workshop on June 2nd and 3rd in Ponte Vedra Beach, Florida (near St. Augustine).

The workshop will feature instruction and hands-on help from top people at both organizations including:

* Dr. Flint McGlaughlin – the Director of the MECLABS Sciences Group
* Stefan Tornquist – Research Director of MarketingSherpa
* Jimmy Ellis – Director of Optimization Research for MarketingExperiments
* Jeanne Hopkins – Chief Marketing Officer for MECLABS
* Tim McAtee – Senior Analyst for MarketingSherpa
* Aaron Rosenthal – Director of Channels Research for MarketingExperiments

In addition to the instruction, all participants will receive a complimentary video analysis of their landing page that includes identification of problems, audio commentary and mock-ups of how the page should be redesigned.