In the first part of the conference call from Monday, May 20th Bryan takes a look at a banner advertisement for a webinar and follows through to analyze the landing page. Next Bryan offers to take a look at a member's paid search landing page which leads to an interesting discussion on testing and conversion.

Length: 56 min.

You will learn:

• The most important parts of a landing page
• Why you shouldn't change colors just for the sake of changing colors
• Why you should watch out for hidden variables in your tests
• Why you should keep your paragraphs short
• Why you need to balance your needs and wants when asking for information
• Why you shouldn't use "submit" on your form buttons
• Why HackerSafe may not be a good value for your website
• Why your landing pages need to set the context for the content presented on the page
• Why you need to know the primary goal of your landing pages
• Why you need to test the location of form fields
• Why you need to merchandise your whitepaper downloads
• How testing affects your search engine optimization efforts
• Why you should change the underlying HTML when your tests end
• How biased copy can affect the conversion rate of your landing pages