Nail the Landing Page - 5 Steps to Optimize Conversions

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  • 1. Nail the Landing Page B"C:(31":$"=624D4E("+$&8()14$&1" " 6&"9(;48()"6&",23()4(&5(" " F$%)"+%1:$D()1"G4;;"(7&?!"@&5A"
  • 2. SOME OF OUR CLIENTS:Fortune 500Business-toBusinessBusiness-toConsumerAgencies
  • 3. QUICK POLL
  • 4. VOTE
  • 5. Somelanding pagesare betterthan others.
  • 6. Betterlanding pagesmake moremoney.
  • 7. THE FIVESTEPS
  • 8. Five Steps:1.! Make a Good 1st Impression2.! Be Clear & Obvious3.! Get Relevant4.! Make Small Changes5.! Persevere
  • 9. 1 Make a GOOD 1 ST IMPRESSION You only get one chance.
  • 10. The Impact of Design on Credibility75% 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)
  • 11. How quickly are you judged? 1/20th of a second.
  • 12. WHEN are you judged?
  • 13. WHEN are you judged?Earlier than you might think.
  • 14. One example:
  • 15. 2 BeCLEAR & OBVIOUSEverything on the page should work together
  • 16. 2-SECOND QUIZ: whats this landing page about?
  • 17. GUESS(note: your visitors dont like guessing)
  • 18. Whats This About? IMMEDIATE CONCEPT CLARITY
  • 19. What Should I Do Next?MAKE THE NEXT STEP CLEAR
  • 20. PetMeds original product page template, initial display
  • 21. PetMeds new product page template, initial display
  • 22. Which do you think performed better in an A/B test? A B
  • 23. Which do you think performed better in an A/B test? A B + 25% sales across 10 products
  • 24. 3 Get RELEVANT Traffic segments are not all created equal
  • 25. Psychological truth: People like to feel unique.They like individual attention.
  • 26. Landing page truth:Many landing pages treat everyone the same. Its like they dont care.
  • 27. Same thing for everyone Organ ic sea rch in ks Emai Paid & unpaid l l Banner ads Video gam e ads
  • 28. Get relevant withBUSINESS TYPES / INDUSTRIES
  • 29. BEFORE: One-Size-Fits-All landing page
  • 30. Result:+ 1500% leads
  • 31. Get relevant with KEYWORDS & OFFERS
  • 32. Landing Pages Before Granular that each serve up a pointing to a single keyword groups customized ad one-size-fits-all landing page.create a bookbook bindingmake a bookbookmakingtemplatewrite a book
  • 33. Landing Pages Now Granular that each serve up a pointing to its own keyword groups customized ad relevant landing pagecreate a bookbook bindingmake a bookbookmakingtemplatewrite a book
  • 34. Now THIS is Relevance!BEFORE AFTER
  • 35. 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.
  • 36. 4 Make SMALL CHANGES Theyre easy, quick, and powerful
  • 37. The R.A.R.E. Approach to Small Changes: Remove ! extraneous text ! purely decorative images ! excessive navigation ! unnecessary form fields ! credibility support ! shipping & returns summary Add ! special offers ! sectional headings ! padding between content chunks ! clear error messaging ! informational layers ! segment acknowledgment ! progress indicators & process previews Replace ! buttons ! form styles (CSS) ! low-quality photos & illustrations ! links that leave the page Enlarge ! page titles ! sectional headings ! buttons
  • 38. EXAMPLE:a lead form
  • 39. Lead form: before
  • 40. REMOVEunnecessary fields
  • 41. EXAMPLE:site-wide
  • 42. ADD: sectional heading
  • 43. ADD: shipping & special offers messaging
  • 44. REPLACE: buttons
  • 45. ENLARGE: Page Headings
  • 46. Result:Site conversions +20% Testing platform: SiteSpect
  • 47. EXAMPLE:shopping cart
  • 48. REMOVEextraneous textREPLACEbutton
  • 49. REMOVEextraneous textREPLACEbutton
  • 50. Winning Design
  • 51. Result: Cart conversions +9%= hundreds of thousands in annual incremental revenue
  • 52. 5 PERSEVERE Keep learning, experimenting
  • 53. Original
  • 54. 4.66%conversion rate(3X the original)We think wecan do better