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#178: Tactical Tuesday: Optimizing Landing Pages for Impact & ROI

Healthcare Entrepreneur Academy Podcast

Release Date: 04/06/2021

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OVERVIEW:

Jason A. Duprat, Entrepreneur, Healthcare Practitioner and Host of the Healthcare Entrepreneur Academy podcast shares tips on optimizing website and landing page conversion. He also introduces Dr. Robert Cialdini’s 6 Principles of Persuasion and the attention, interest, desire and action (AIDA) model.

 

EPISODE HIGHLIGHTS:

  • Many business owners tend to haphazardly create websites and landing pages without really thinking about the impact they have on a company’s gross revenue.
  • Small copy tweaks to your sites can lead to big differences in your return on advertising expenses.
  • With software like ClickFunnels, you can make A/B versions of particular landing pages to see which is more effective or produces the best return.
  • Utilize Robert Cialdini’s Principles of Persuasion and the AIDA model to entice people into making purchases from your website.
  • Cialdini’s 6 Principles include scarcity (limited time sale), commitment and consistency (customer commits to a free, small item), reciprocity (in exchange for an email, send something of value), social proof (validation), authority (create trust) and liking (influence). 
  • The AIDA model includes attention (utilize headlines), interest (provide a creative offer), desire (explain benefits to foster want/need) and action (answer questions).
  • Potential customers don’t really care about the messaging business owners often include such as awards, company history or company virtual tours. They want to know what’s in it for them.

3 KEY POINTS:

  1. Robert Cialdini’s 6 Principles of Persuasion are scarcity, commitment and consistency, reciprocity, social proof, authority and liking.
  2. Pretend to be a customer who stumbled upon your website. Then, incorporate your thoughts into your landing page marketing based on your experience.
  3. According to the AIDA model, you need attention-grabbing headlines. Develop interest and desire by explaining the benefits of your product or service. Finally, actively respond to inquiries and objections. 

 

TWEETABLE QUOTES:

“Put yourself in your customers’ shoes.” - Jason Duprat

 

“Micro changes to your pages over time can improve your conversion rates.” - Jason Duprat

 

RESOURCES:

ClickFunnels: https://www.clickfunnels.com/

 

Robert Cialdini’s website: https://www.influenceatwork.com/

 

HEA Facebook Group for Digital Businesses: https://www.facebook.com/groups/HeathcareEntrepreneurAcademy/

 

HEA Facebook Group for Bricks & Mortar Businesses: https://www.facebook.com/groups/HealthcareEntrepreneurAcademyBrickandMortar/

 

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