How to reach out to Nicholas Scalice:

While the majority of the marketing community seems intent on gaining website traffic, Nicholas Scalice, founder of Earnworthy and Landing Page School, has committed his career to help companies shift focus to concentrate on achieving higher conversion rates with their existing website traffic.

Nicholas specializes in landing page optimization, the process of refining a website with the aim of reaching higher conversion rates. Optimization often requires evaluating and updating a broad variety of website elements. When working with clients, Nicholas tries to consider how each aspect of a site can be upgraded in order to influence visitors to make a purchase.

With a seemingly never-ending list of site components and mechanics to overhaul, how does Nicholas know where his landing page optimization job begins?

Getting Started with Landing Page Optimization

Nicholas reveals his trick for staying organized when approaching the many elements of an optimization project: follow your funnel. Rather than stumbling through an un-ordered to-do list of arbitrary tasks, Nicholas works to optimize each step of the sales funnel from beginning to end, empathizing with consumers' viewpoints.

For each phase of the sales funnel, Nicholas asks himself 6 primary questions to guide his optimization strategy:

* Clarity: Is the purpose of the landing page obvious to site visitors?

* Relevance: Does the page provide helpful content for consumers considering making a purchase in your industry?

* Affinity: Is the atmosphere of your landing page appealing to potential customers?

* Influence: Does your brand appear popular with others?

* Trust: Does your landing page seem trustworthy?

* Action: Is it clear to consumers how they can make a purchase?

Nicholas explains that by using common consumer concerns to guide his optimization checklist rather than a standard list of website elements that can be improved, each of his landing page optimization jobs is uniquely tailored to the client’s business.

Oftentimes, Nicholas will turn to market research to learn more about how the landing page target audience thinks and behaves. This research often takes place outside of the landing page altogether. In some cases, Nicholas has uncovered valuable information by interviewing past customers about their experiences with the landing page. These kinds of conversations can reveal some of the key obstacles preventing site visitors from making purchases.

For those unable to speak with past customers, Nicholas suggests looking into paid surveys and other market research to create a well-informed landing page optimization plan.

Common Pitfalls in Landing Page Optimization

With years of experience behind him, Nicholas has encountered both amazing and terrible landing pages. He believes some mistakes are more common and simple-to-prevent than others.

According to Nicholas, the three major problem-areas for landing pages across the web are not making an enticing offer, targeting the wrong demographic, and false urgency marketing techniques.

1. Make An Offer They Can’t Refuse

Why should a site visitor subscribe to your newsletter? Aside from all the junk e-mails, do you have something of value to offer them? Nicholas encourages entrepreneurs to sweeten the deal by including something small but valuable to the consumer. With a little something extra along for the ba...