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© 1998 - 2011 BryanEisenberg.com & @TheGrok Anatomy Of a Perfect Landing Page Presented by Bryan Eisenberg - @TheGrok A Paint By Numbers Approach to Increasing Your Conversion Rate

The Anatomy of the Perfect Landing Page

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Landing pages, conversion optimization, scent and the holy trinity of conversion. Presentation by Bryan Eisenberg for Fusion Marketing Experience Antwerp. Blog post on http://www.contentmarketingexperience.com

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Page 1: The Anatomy of the Perfect Landing Page

© 1998 - 2011 BryanEisenberg.com & @TheGrok

Anatomy Of a Perfect Landing Page

Presented by

Bryan Eisenberg - @TheGrok

A Paint By Numbers Approach to Increasing Your Conversion Rate

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Most websites don’t have a TRAFFIC problem...

However, every website has a CONVERSION problem!

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

• $56.8 billion will be spent this year on generating website traffic, but only 2%-3% of visitors will actually convert. Source: 2010 ZenithOptimedia

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Why Settle for a 3% Conversion Rate?

1. Schwan’s 41.7%2. ProFlowers 26.5%3. Vitacost.com 24.0%4. Woman Within 22.4%5. Blair 20.5%6. Lands' End 19.5%7. Doctors Foster and Smith 18.6%8. Office Depot 18.4%9. Roaman's 18.4%10. QVC 18.3%

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© 1998 - 2011 BryanEisenberg.com & @TheGrok5

92:1

Companies typically spend $92 to bring customers

to their site.

But only $1 to convert them.  

© 1999 - 2010 Tealeaf Technology, Inc. All rights reserved. Confidential and Proprietary.39

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© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok

4 variables most strongly correlated with improved overall conversion

• Perceived control over conversion rates

• A structured approach to CRO

• Having someone directly responsible for CRO

• Incentivising staff based on conversion rates

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© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok

Methods currently used for improving conversion rates

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© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok

The Hard Work Pays Off• Companies whose conversion rates have

improved over the previous 12 months are using on average 26% more methods to improve conversion than those companies whose conversion rates have not improved.

• Companies whose conversion rates have improved are using on average 50% more ways to segment their visitors and customers than those companies whose conversion rates have not improved.

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© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok

WebsiteTestingTools.com

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

There is a Magic Formula

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

30 Key Optimization FactorsPlanningWIIFM: What's in it for me?Unique Value Proposition/Campaign PropositionThe Buying DecisionCategorization

StructureUsabilityLook and FeelSearchabilityLayout, Visual Clarity, and Eye TrackingPurchasingToolsError PreventionBrowser Compatibility

MomentumProduct PresentationLoad TimeAIDAS (Scent)Trust & CredibilityNavigation / User of LinksProduct Selection / CategorizationUp-sell / Cross-sellCalls to Action / formsPoint of Action Security & Privacy

CommunicationPersuasive CopywritingContent Headlines ReadabilityUse of Color and ImagesTerminology / Jargon"We-We" Test (Customer-Focused Language)Features like reviews

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

The Conversion Trinity1. Are you relevant to MY query?

2. Do I know WHY you are the right solution for me?

3. Is it obvious WHAT I need to do next?

Relevance Value Call  to  Ac/on

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Landing Page Guidelines

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Relevance

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Google Explains Relevance "We provide strong SCENT so users don't lose time," he said. "We take the text from the page that is relevant to the query, and include it in the summary…

Advertisers are coming to the realization that ads must have a scent that the user will likely find useful."

- Krishna Bharat, senior research scientist at Google

Relevance

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Where is The Landing Page Opportunity?

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Victoria’s Secret is Scent

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

What is the Scent Quality?BrandImageOfferCategoryProduct

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Good Use of Scent

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Even Better Use of ScentBrandImageOfferCategoryProduct

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Scent Cues Include• Trigger Words / Offers

• Graphics

• Color

• Shape

• Location

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Geico Banner, Appeals to Who?

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Landing Page Optimization Is Not Enough!

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

You Need to Look At All Customer Journeys & Processes

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• Average conversion improvement range 5%-20% (As high as 100%)

MESSAGE CONSISTENCY

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Do You Think You Should Treat These The Same?

First Time Visitor vs Repeat Customer

West Coast vs East Coast

Local vs International

Early bird vs Lunchtime vs late night browsers

Technical feature creature vs. Price pouncer

Brand/Model Searchers vs. broad category searchers

Who Makes Up Your Segments?

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

“DVD Players”

“Sony DVP-NS500V”

“Compare DVD Players”

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Personas Build Predictive Models

1. Simple Personas - include decision making styles, buying stages and some basic segmentation

2. Robust Personas - include Meyers-Briggs Type Indicator psychographic profiles, market research,

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Eyetracking 4 Types: Jakob Nielsen

http://www.grokdotcom.com/2007/09/05/eyetracking-heatmaps-gaze-plots-oh-my/

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Competitive Patterned Behavior

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Methodical Patterned Behavior

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Spontaneous Patterned Behavior

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Humanistic Patterned Behavior

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A framework is only as good as what you do with it

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Value

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Call to Action

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

The Conversion Trinity In Action1. Are you relevant to MY query?

2. Do I know WHY you are the right solution for me?

3. Is it obvious WHAT I need to do next?

Relevance Value Call to Action

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

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Boosted Sign-Ups by 52.8%

Relevance Value Call to Action

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

The Conversion Trinity1. Are you relevant to MY query?

2. Do I know WHY you are the right solution for me?

3. Is it obvious WHAT I need to do next?

Relevance Value Call to Action

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Don’t do Slice & Dice Optimization

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Can You Spot The Differences?

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

They Test For Impact Not Variations

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Opportunity Cost

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Using Our Process

• Spontaneous seek top sellers & new releases

• Humanistics care about reviews

• Methodicals find by genre

• Competitives search by actor, title, etc.

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

$25M Opportunity Gain

“I asked the Eisenbergs to do a study of our web site… found something we had to fix immediately…We fixed it that night, and saw an immediate 5% lift in our sales.“Bryan and Jeffrey Eisenberg are #1 in the online conversion game and there is no #2.” - Patrick Byrne, CEO of Overstock.com

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“We can't solve problems by using the same kind of thinking we used when we created them.” - Albert Einstein

It’s Not About What but Why

Optimize All You Want

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

3 Types of Landing Pages

Take an Action

Fill Out a Form

Link to Information

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Main Landing Page Sections• Logo• Headline

• text• graphical

• Offer• Descriptive copy

• Bullet/block• List of key features• List of key benefits

• Product/Service Presentation • Product image• Tours• Screen shots• Life-style images

• Calls to action• Links• Buttons• Forms

• Confidence Building• Testimonials• Examples of users• 3rd Party validators

• Link to more information• Template elements

Page 65: The Anatomy of the Perfect Landing Page

© 1998 - 2011 BryanEisenberg.com & @TheGrok

Breaking Down Sections

Logo

Call to Action

Headline

Product presentation

Confidence building

Offer

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Logo

Call to Action

Headline

Product presentation

Links to More Information

Offer

Template elements

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Logo

Call to Action

Headline

Offer

Product presentation

Links to More Information

Confidence building

Template elements

Confidence building

Call to Action

Links to More Information

Confidence building

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

5 Dimensions

• Relevance

• Quality

• Location

• Proximity

• Prominence

Logo

Call to Action

Headline

OfferProduct presentation

Links to More Information

Confidence building

Template elements

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

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Not Good Quality Elements

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Every Element Shows Quality

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Location

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Proximity Boosted Sign-Ups by 52.8%

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Check Your Page in Gray Scale

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© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok

Wirify.com

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Color Has Impact

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Before HeatMap

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Prioritize Actions

12

3

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After HeatMap

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Check Out The Gaze Order

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Probability of Fixed Gaze

Image created with 3M/VAS

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111% Increase in Conversions

Made the call to action more prominent!

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

It’s Not the Tool, It’s How You Use Ithttp://mo.am/21secrets 

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© 1998 - 2011 BryanEisenberg.com & @TheGrok

Bryan Eisenberg

[email protected]

Blog: www.BryanEisenberg.com

ClickZ.com Column: ROI Marketing Since 2001

Twitter:@TheGrok