I’ve been thinking a lot about landing pages lately. Last time, I talked about getting multivariate landing page testing straight. Today, I’ll look at a specialized offer technique that employs what I’ll call a Pain Reliever Page (PRP). A PRP is problem-based (or pain-specific). It addresses a specific consumer issue and attempts to alleviate a consumer pain point. The page, if well executed, taps into the psyche of a buyer and convinces them to make a purchase. In this article, I’ll outline key steps in designing a PRP and provide short examples from Apollo Health. (Fortunately for the marketer, in medical fields, the pain felt by prospects is often all too real and physical.)
