The Science of Landing Page Messaging.pdf

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The Science of Landing Page Messaging
1
Brian Massey, Sr. Conversion Scientist
Conversion Sciences
ConversionSciences.com

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The Problem with Personas and ICPs

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A Simplified Customer Journey
Investigate
• Curiosity
• What’s in it for Me
Research
• Weigh Options
• Choose
Act
• Connect
• Order

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Multiple Personas:
A Simplified Customer Journey
Investigate
• Curiosity
• What’s in it
for Me
Research
• Weigh
Options
• Choose
Act
• Connect
• Order
Investigate
• Curiosity
• What’s in it
for Me
Research
• Weigh
Options
• Choose
Act
• Connect
• Order
Persona #1
Persona #2

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Can you write for
all of these
personas?

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Blair’s Questions, Concerns, & Fears
• “Can I trust you?”
• “What are my competitors doing?”
• “If I hire you, how much effort and work will you need from me?”
• “How will I know CRO is working?”
• “How much is this going to cost me?”
• “How does this work? What is this going to look like for us?”
• “Why isn’t SEO increasing sales anymore?”
• “Why has traffic slowed?”
Blair the eCommerce business owner

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Everything you ever wanted to know about
Truck Scales!

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List 10 job titles of a person who would purchase a truck scale.
Here are 10 job titles of people who may be involved in the decision to purchase a truck scale:
1. WarehouseOperations Manager- Oversees warehouse activities including shipping and weighing outbound loads.
2. LogisticsManager- Manages inbound and outbound transportation operations. Would invest in scales to weigh loads.
3. DistributionCenter Manager- Leads workflow and processes in DCs and fulfillment centers where trucks are weighed.
4. Supply Chain Director - Higher-level strategic role overseeing entire supply chain including weighing needs at warehouses.
5. Transportation Manager - Schedules and manages weighing of outbound trucks for shipping.
6. Shipping & ReceivingManager - Oversees both ends of inventory flows through docks where scales would be installed.
7. Asset ProtectionManager - Invests in scales to prevent losses from overweight trucks with improperly distributed loads.
8. Compliance Officer - Ensures policies and regulations around truck weights outbound are being followed.
9. Fleet Manager - Maintains and tracks weight status of tractor trailers using on-board scales.
10.FacilitiesManager - Responsible for maintenance and operations of physical warehouse including scale upkeep.
The common thread is oversight of warehouse shipping, distribution, logistics and weighing regulatory compliance where precision truck scale data
provides operational efficiency.

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What are the primary duties of a warehouse operations manager?
• Oversee and optimize all warehouse activities, including receiving, putaway, picking, packing, shipping, and inventory management.
Establish and implement policies, processes, and procedures to ensure efficient warehouse operations.
• Manage warehouse staff. This includes hiring, training, scheduling, directing daily tasks, conducting performance evaluations, and ensuring
a safe working environment.
• Monitor KPIs and metrics related to warehouse productivity, accuracy, capacity, costs, etc. Identify areas for improvement.
• Oversee the maintenance and repair of warehouse equipment like conveyors, pallet jacks, forklifts, etc. Ensure equipment is functioning
properly.
• Manage inventory accuracy and oversee regular cycle counts. Reconcile inventory discrepancies.
• Coordinate with other departments like purchasing, accounting, customer service, transportation, etc. regarding warehouse activities.
• Oversee space planning and optimization. Determine appropriate layouts, storage plans, etc. to maximize warehouse capacity and
efficiency.
• Continually look for ways to implement new technologies and processes to improve warehouse operations and productivity.
• Create budgets and forecasts. Control expenditures and operating costs. Identify cost savings opportunities.
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Why would this person want to buy a truck scale?
1. Improve weight compliance - Having an onsite truck scale enables the warehouse to accurately weigh
outbound trucks and ensure they are within legal weight limits before leaving. This avoids overweight
violations and citations.
2. Reduce product damage - Accurately weighing trucks allows proper load distribution so that heavy pallets
don't crush other items. Even weight distribution protects cargo integrity.
3. Enhance workflow efficiency - The ability to quickly weigh and seal trucks for shipping improves loading
times and throughput. It also provides weight data for inventory records.
4. Increase cost control - Knowing exact shipment weights allows the company to charge customers or billing
departments more precisely for freight costs based on weight. It also optimizes loads to reduce trips.
5. Improve safety record - Legally loaded trucks are less likely to be involved in weight-related accidents,
keeping drivers and the public safe. This enhances the company's DOT compliance record.
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What questions will this person ask when choosing a truck scale to
buy?
1. What is the weightcapacity and size I need? They will want to choose a scale capacity that can handle their largest loaded trucks, with room to spare.
The platform size should fit their entire tractor-trailer length.
2. What types of trucks will be weighed? The scale needs to accommodate a tractor pulling one trailer, a tractor with double trailers, etc. Some trucks
may have low clearance issues as well.
3. How fast can trucks cross the scale and still get accurate measurements? Throughput volume is important so weighing doesn't slow down operations.
4. How accurate and consistentare the weight readings? Precision is necessary all year regardless of debris or weather conditions.
5. How user-friendlyis the weight terminal and software? Ease of operation, clear weight readouts and reporting are essential.
6. What certificationand compliance standards does the scale meet? Needs local department of weights and measures approval.
7. What are the power and connectivityrequirements? For example, hardwired or battery-powered data transmission options.
8. What are the options for support, maintenanceand warranties? Weighing systems need periodic inspection and calibration.
9. What is the estimated pricing for the scale, installation and any site work preparation needed? Want to get budgetary investment required and
projected ROI.
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Additional Prompts that were Helpful
What features would they be looking for in a truck scale?
How would he get approval for this purchase?
What would he expect to pay for a truck scale?
What companies sell truck scales like this?
Give me links to each of these company’s websites.
What is the most common age and gender of this operations manager?
What certification and compliance standards should be considered, specifically?
What are the primary concerns if a truck leaves the warehouse weighing too much?
13

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Now, write for this persona at these stages…
Investigate
• Curiosity
• What’s in it for Me
Research
• Weigh Options
• Choose
Act
• Connect
• Order

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The Importance of Triggers

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Social Media Ad
(Curious, Discovering)

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Paid Search Ad
(Shopping, Researching)

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Branded Google Search
(Ready to Buy)

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Reddit
(“Am I making a bad choice?”)

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Research Mode
Methodical
Competitive
Humanist
Spontaneous
L
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m
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Q u i c k D e c i s i o n s D e l i b e r a t e D e c i s i o n s
Brian and Jeffrey Eisenberg, Waiting for Your Cat to Bark?

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Mapping Messages
onto the Page
• When dealing with multiple types of
visitors on a page, you can place
the content according to this
model.
• Methodicals and Humanists are
deliberate decision makers. They
tend to scroll more.

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When testing messaging, we need substantially
different copy.

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How do we explain this to AI?

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The LLM Socialogist

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Methodical
Competitive
Humanist
Spontaneous
L
o
g
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c
a
l
E
m
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t
i
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n
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Q u i c k D e c i s i o n s D e l i b e r a t e D e c i s i o n s
Brian and Jeffrey Eisenberg, Waiting for Your Cat to Bark?
NT SJ
SP NF
Research Mode: Myers-Briggs Equivalent

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How do we write copy for different research modes?

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AI Will Help
“Imagine that your Myers Briggs
type contains N and T. How
would you like to have
information written for you?”

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AI Response:
If I have the "NT" Myers-Briggs preferences, meaning I'm an xNTx type, I would likely appreciate information presented in a
logical, conceptual manner without a lot of superfluous detail. Some suggestions:
• Focus on the underlying theories, systems, and principles being addressed rather than getting overwhelmed in concrete facts
and data points. Help me understand the big picture frameworks.
• Use precise, technical language rather than colloquial terms or expressions. Define any specialized vocabulary if needed.
• Structure arguments and explanations clearly and systematically. Logical flow matters a great deal to me.
• Feel free to explore complex ideas and nuances since I enjoy analyzing information in depth without unnecessary
oversimplification.
• Use visual models, charts, graphs, etc. where helpful to facilitate comprehension - I'm very visually oriented.
• Cite credible evidence and sources where assertions are made. Accuracy and intellectual rigor is important.
Overall, catering to my rational, intellectual disposition with complex yet coherent information focused on conceptual
understanding over experiential elements or emotional appeal would appeal to my learning orientation as an NT. Please let me
know if any part of this is unclear! I'm happy to suggest additional details.
29
Source: claude.ai/chat

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“What about SJ?”
As an SJ (sensing-judging) Myers-Briggs type, I tend to appreciate information presented in a structured, concrete, and practical manner.
Some tips:
• Use clear organizational elements like headings, numbered lists, and bullet points to break up information. Don't rely solely on
paragraphs and prose.
• Incorporate real-world examples, case studies, and evidence involving actual events and tangible data. Theories and abstraction alone
can be difficult.
• Link ideas to practical uses, applications, and solutions whenever possible. How can this information be helpful and usable?
• Define terms clearly without assuming prior knowledge. Explain jargon in straightforward language.
• Provide step-by-step guidelines, procedures, or workflows if suggesting a new skill or technique. SJs like instructional specificity.
• Use a linear, orderly structure when explaining concepts. Skipping around causes confusion. Building one block at a time aids
understanding.
Overall, grounded details, facts, examples and logical procedures make information accessible to SJ learning preferences. We retain
information better when we see practical relevance over mere theory. A methodical approach also provides comfort.
30
Source: claude.ai/chat

@bmassey/#SMX
Start with your copy…
THEConversionOptimizationAgency
Our proven scientific methodology mixes brilliant solutions with
data-driven decisions to deliver guaranteed revenue increases.
Get More Leads, More Sales & More Revenue. Guaranteed.
After sixteen years of conversion rate optimization work, we’ve
uncovered THE formula for generating more qualified leads and
sales. Book a free consultation to increase your conversions now.
SOLUTIONS
Defining a unique, comprehensive optimization strategy for your
business is essential for success. Our job as a respected Conversion
Rate OptimizationAgency is to provide you with a proven, data-
driven approach and an experienced team trained by the best.
We believe our job is to get maximum value from every visitor to
your website.
Value from converting qualified leads.
Value from generating online revenue.
Value from analyzing the data your visitors generate.
Unfortunately, we usually get brought in when things aren’t
working.
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Competitive
Methodical
Humanist
Spontaneous

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Rewrite this copy for a digital marketer who has an NF Myers Briggs
type.
SOLUTIONS
your website.
working.
32
Humanist

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Rewrite this copy for a digital marketer who has an NF Myers Briggs
type.
33
MakingConnectionsThat Matter
We believe optimization should be about more than numbers. It's about
understanding people and creating meaningful experiences.
Our methodology combines analytics with empathy to craft website
solutions that truly resonate. We get to know your audience on a deeper
level, uncovering their hopes, dreams and desires.Then we translate
those insights into designs that forge authentic connections.
The result? An experience that visitors cherish because it speaks to who
they are. Metrics simply reflect that bond.
This people-centric approach drives powerful outcomes:
* More visitors who linger and engage
* Higher conversion rates
* Increased revenue
But most rewarding of all are the heartfelt stories we hear from
customers.That's our definition of success.
Let's have a real conversation about your business and its untapped
potential. Contact us to start a partnership focused on purpose over
profits.The numbers will follow.
SOLUTIONS
your website.
working.

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Rewrite this copy for a digital marketer who has an SJ Myers Briggs
type.
34
Methodical
SOLUTIONS
your website.
working.

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Rewrite this copy for a digital marketer who has an SJ Myers Briggs
type.
35
Results-DrivenOptimization
Our proven methodology delivers efficient solutions and guaranteed
revenue lifts through rigorous analysis and testing.
With over 16 years of industry expertise, we have honed an optimization
process that drives rapid and reliable business growth. Our tailored
roadmaps provide actionable steps to increase conversions across your
website.
Expect thorough research, transparent reporting, and consistent
optimization powered by our dedicated team. We will:
* Audit site performance and pinpointimprovement areas
* Set clear objectives and key results to track
* Analyze data to identify top performing solutions
* Continue systematic testing for continuous gains
Our optimization checklist tackles every facet of the customer journey
to incrementally boost conversions. The compounding impact leads to a
revenue lift of over 15% on average.
Schedule a consultation to learn how our structured approach and
optimization tools can maximize your website and landing page
performance. The numbers don't lie - our agency delivers the industry's
best and most consistent ROI.
SOLUTIONS
your website.
working.

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Who we don’t sell to: SPs
Unleash Your Website's Potential
We think outside the box to find bold new strategiesthat will take your website'sperformance to new heights.
While other agencies rely on tired "best practices," we questionassumptions and blaze new trails. Our creativityand innovation have
generated record-settingconversionlifts for clients seeking a competitive edge.
• Our dynamic team thrives on overcoming challengesthrough unconventional thinking:
• We conduct “deep dives” into customer psychology, uncovering breakthroughinsights
• Our brainstorming sessionsspark novel solutions and disruptive growth ideas
• We design high-impact experiences focused on delight and differentiation
• Our testing protocols rapidly iterate to uncover what truly drives action
• We distill complexity into simple, emotive interfaces that convert
• Our hands-on collaboration ensures timely delivery of cutting-edgeoptimizations
Are you ready to give your website the boost it deserves? Our track record proves that taking the road less traveledleads to standout
success. Let’s team up to make the competitionirrelevantand set new benchmarks in your industry.
The status quo won't cut it anymore. Contact us now to start an optimizationjourney focused on the possible,not the predictable.
36

@bmassey/#SMX
But what about SEO?
“Rewrite the SJ copy using the word conversion rate
optimization agency at least 3 times.”
37

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Checking for Hallucinations
38
https://www.editpad.org/tool/diff-checker

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… or ask AI
“Count the number of times conversion rate optimization
agency occurs in the copy.”
“The phrase "conversion rate optimization agency" occurs 3
times in the provided copy.”
39

@bmassey/#SMX @ConversionSci
Free Consultation
Conversion Sciences LLC
www.ConversionSciences.com
brian@conversionsciences.com

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