Nail the
Landing Page
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Business-to Business
SOME OF OUR CLIENTS:
Fortune 500
Business-to Consumer
Agencies
QUICK POLL
VOTE
Some landing pages are better than others.
Better landing pages make more money.
THE FIVE
STEPS
Five Steps:
1.! Make a Good 1st Impression
2.! Be Clear & Obvious
3.! Get Relevant
4.! Make Small Changes
5.! Persevere
Make a
GOOD 1ST IMPRESSION
You only get one chance.
1
The Impact of Design on Credibility
of web users admit making judgments about the credibility of an organization based on the design of its web site.
Source: Fogg, B.J., Stanford Guidelines for Web Credibility, Persuasive Technology Lab. Stanford University, 2002 (revised November 2003)
75%
How quickly are you judged?
1/20th of a second.
WHEN are you judged?
WHEN are you judged? Earlier than you might think.
One example:
Be
CLEAR & OBVIOUS
Everything on the page should work together
2
2-SECOND QUIZ:
what’s this landing page
about?
GUESS
(note: your visitors don’t like guessing)
“What’s This About?”
IMMEDIATE CONCEPT CLARITY
“What Should I Do Next?”
MAKE THE NEXT STEP CLEAR
PetMeds – original product page template, initial display
PetMeds – new product page template, initial display
Which do you think performed better in an A/B test?
A B
Which do you think performed better in an A/B test?
A B
+ 25% sales across 10 products
Get
RELEVANT
Traffic segments are not all created equal
3
Psychological truth:
People like to feel unique.
They like individual attention.
Many landing pages treat everyone the same.
It’s like they don’t care.
Landing page truth:
Organic search
Paid & unpaid links Email
Banner ads Video game ads
Same thing for everyone…
Get relevant with…
BUSINESS TYPES / INDUSTRIES
BEFORE: “One-Size-Fits-All” landing page
Result: + 1500% leads
Get relevant with…
KEYWORDS & OFFERS
Granular keyword groups
that each serve up a customized ad…
Landing Pages– Before pointing to a single one-size-fits-all landing page.
“book binding”
“bookmaking template”
“make a book”
“write a book”
“create a book”
Granular keyword groups
that each serve up a customized ad…
Landing Pages– Now pointing to its own relevant landing page
“book binding”
“bookmaking template”
“make a book”
“write a book”
“create a book”
Now THIS is Relevance!
AFTER BEFORE
Business Impact
Incremental Revenue (based on results-to-date) $ 2M+
Project ROI 1600%
Time to Project Break-Even 3 weeks
Revenue and ROI get even better when future years are calculated in.
Make
SMALL CHANGES
They’re easy, quick, and powerful
4
The R.A.R.E. Approach to Small Changes:
•! extraneous text •! purely decorative images •! excessive navigation •! unnecessary form fields
•! credibility support •! shipping & returns summary •! special offers •! sectional headings •! padding between content chunks •! clear error messaging •! informational layers •! segment acknowledgment •! progress indicators & process previews
•! buttons •! form styles (CSS) •! low-quality photos & illustrations •! links that leave the page
•! page titles •! sectional headings •! buttons
Remove…
Add…
Replace…
Enlarge…
EXAMPLE: a lead form
Lead form: before
REMOVE unnecessary fields
EXAMPLE: site-wide
ADD: sectional heading
ADD: shipping & special offers messaging
REPLACE: buttons
ENLARGE: Page Headings
Result: Site conversions
+20%
Testing platform: SiteSpect
EXAMPLE: shopping cart
REMOVE extraneous text
REPLACE button
REMOVE extraneous text
REPLACE button
Winning Design
Result: Cart conversions
+9% = hundreds of thousands in annual incremental revenue
PERSEVERE
Keep learning, experimenting
5
Original
4.66% conversion rate
(3X the original)
“We think we can do better”
9.73% conversion rate
(6X the original)
Long-Term Approach Pays Off
Five Steps:
1.! Make a Good 1st Impression
2.! Be Clear & Obvious
3.! Get Relevant
4.! Make Small Changes
5.! Persevere
Thank You!
Closed Loop Marketing Phone: (916) 367-5222 Email: [email protected] Website: www.closed-loop-marketing.com