Transcript
Page 1: Nail the Landing Page - 5 Steps to Optimize Conversions

Nail the

Landing Page

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Business-to Business

SOME OF OUR CLIENTS:

Fortune 500

Business-to Consumer

Agencies

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QUICK POLL

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VOTE

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Some landing pages are better than others.

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Better landing pages make more money.

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THE FIVE

STEPS

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Five Steps:

1.! Make a Good 1st Impression

2.! Be Clear & Obvious

3.! Get Relevant

4.! Make Small Changes

5.! Persevere

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Make a

GOOD 1ST IMPRESSION

You only get one chance.

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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%

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How quickly are you judged?

1/20th of a second.

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WHEN are you judged?

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WHEN are you judged? Earlier than you might think.

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One example:

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Be

CLEAR & OBVIOUS

Everything on the page should work together

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2-SECOND QUIZ:

what’s this landing page

about?

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GUESS

(note: your visitors don’t like guessing)

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“What’s This About?”

IMMEDIATE CONCEPT CLARITY

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“What Should I Do Next?”

MAKE THE NEXT STEP CLEAR

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PetMeds – original product page template, initial display

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PetMeds – new product page template, initial display

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Which do you think performed better in an A/B test?

A B

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Which do you think performed better in an A/B test?

A B

+ 25% sales across 10 products

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Get

RELEVANT

Traffic segments are not all created equal

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Psychological truth:

People like to feel unique.

They like individual attention.

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Many landing pages treat everyone the same.

It’s like they don’t care.

Landing page truth:

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Organic search

Paid & unpaid links Email

Banner ads Video game ads

Same thing for everyone…

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Get relevant with…

BUSINESS TYPES / INDUSTRIES

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BEFORE: “One-Size-Fits-All” landing page

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Result: + 1500% leads

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Get relevant with…

KEYWORDS & OFFERS

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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”

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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”

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Now THIS is Relevance!

AFTER BEFORE

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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.

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Make

SMALL CHANGES

They’re easy, quick, and powerful

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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…

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EXAMPLE: a lead form

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Lead form: before

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REMOVE unnecessary fields

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EXAMPLE: site-wide

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ADD: sectional heading

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ADD: shipping & special offers messaging

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REPLACE: buttons

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ENLARGE: Page Headings

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Result: Site conversions

+20%

Testing platform: SiteSpect

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EXAMPLE: shopping cart

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REMOVE extraneous text

REPLACE button

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REMOVE extraneous text

REPLACE button

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Winning Design

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Result: Cart conversions

+9% = hundreds of thousands in annual incremental revenue

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PERSEVERE

Keep learning, experimenting

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Original

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4.66% conversion rate

(3X the original)

“We think we can do better”

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9.73% conversion rate

(6X the original)

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Long-Term Approach Pays Off

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Five Steps:

1.! Make a Good 1st Impression

2.! Be Clear & Obvious

3.! Get Relevant

4.! Make Small Changes

5.! Persevere

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Thank You!

Closed Loop Marketing Phone: (916) 367-5222 Email: [email protected] Website: www.closed-loop-marketing.com


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