Conversion Day 2014 presentation: Landing page optimization

Peter CoopmansLead Conversion Optimization Consultant

Landing page optimizationUsing the LIFT model to optimize landing pages

Do you know what a perfect landing looks like?Let’s do a little test...

Do you know what a perfect landing page looks like?Which landing page converts the best?

A B

Do you know what a perfect landing page looks like?Landing page A

Do you know what a perfect landing page looks like?Landing page B

Do you know what a perfect landing page looks like?Which landing page converts the best?

CR 5,28%CR 3,47%

A B

Stop guessingOptimize a landing page from the perspective

of a user

Optimize a landing page from the perspective of a userthe LIFT modelThe LIFT Model provides a conversion optimization framework showing the Six Conversion Factors that allow you to evaluate/create landing pages from the perspective of the page visitor.

Source: Widerfunnel.com

Optimize a landing page from the perspective of a userthe LIFT modelThe model shows that the vehicle that provides the potential for the Conversion Rate is the (Unique) Value Proposition, making it the most important of the six conversion factors. The other five factors are either conversion drivers or inhibitors.

Source: Widerfunnel.com

Optimize a landing page from the perspective of a userthe LIFT modelThe conversion drivers are:1. Relevance

Does the landing page relate to what the visitor thought they were going to see?2. Clarity

Does the landing page clearly articulate the value proposition and call-to-action?3. Urgency

Is there an indication that the action needs to be taken now?

Optimize a landing page from the perspective of a userUnique Value Proposition: an example

UVP: Current title doesn’t contain an UVP

Optimize a landing page from the perspective of a userClarity: an example

Clarity: The difference between both products is unclear

Clarity: The main CTA is unclear

Optimize a landing page from the perspective of a userRelevance: an example

Relevance: This product is « recommended »

Optimize a landing page from the perspective of a userRelevance: an example

Relevance: On the corresponding detail page, the product is no longer « recommended »

Optimize a landing page from the perspective of a userUrgency: an example

Urgency: there is no urgency to check out

Optimize a landing page from the perspective of a userthe LIFT modelThe conversion inhibitors are:5. Anxiety

What are potential misgivings the visitor could have about undertaking the conversion action?6. Distraction

Are there items on the page that could divert the visitor away the from the goal?

Optimize a landing page from the perspective of a userDistraction: an example

Distraction: there are too many exit points

Optimize a landing page from the perspective of a userAnxiety: an example

Anxiety: no mentioning of free shipping or returns

Eyetracking studies by Jacob Nielsen have shown that: "Web users spend 69% of their time viewing the left half of the page and 30% viewing the right half.”

Optimize a landing page from the perspective of a userPlace the most important content & CTA in the hottest vertical attention zone

You can download the grid at: conversionvoodoo.com

Use the grid at the left to determinethe most efficient placement of theUVP, the USP’s and the secondary CTA buttons

How can you use this to optimize your page layout?

Putting it all togetherAnalysis & optimization of the Beursloper.be

landing page

Putting it all togetherBeursloper.be: before

Clarity: the CTA is too small and the label is too generic

Clarity: the USP’s are not very scanable

Anxiety: there are no testimonials on the page

UVP: Current title doesn’t contain an UVP

Urgency: there is no sense of urgency

Anxiety: Guarantee marker is too far away from the CTA

Clarity: Product is not visualized

Putting it all togetherBeursloper.be: optimized

UVP: title is replaced by one with UVP

Clarity: USP’s are more compact & scanable

Anxiety: testimonial is used as point of action assurance

Anxiety: Guarantee text is used as point of action assurance

Anxiety: Guarantee marker is placed next to the CTA

Urgency: Sense of urgency is added

Clarity: Product is visualizedClarity: CTA bigger + clearer label

Putting it all togetherBeursloper.be: results

+ 103%

So what did you learn today?Let’s do another little test...

So what did you learn today?Which landing page converts the best?

A B

Key take aways

Key take aways

1. Never interrupt the scent trail2. Spend 50% of your time writing your UVP3. Make your page scanable4. One CTA per page5. Put the key content + the main CTA in the

HVAZ6. Test7. … TEST!!!

Thank you for your attention