effective landing pages
Post on 11-Nov-2014
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EFFECTIVELANDING PAGES
blue kaboom web + mobile solutions
What is a “Landing Page”?
“...Sometimes it’s referred to as a ‘Lead Capturing Page’...The general goal of a landing page is to convert site visitors into sales leads. By analyzing activity generated by the linked URL, marketers can use click-through rates and Conversion rate to determine the success of an advertisement.– wikipedia.org
A web page that one lands on which is geared to motivate a visitor to perform an action.
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Landing page
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What is a “Landing Page”?
• Headline
• Description of the offer or “call to action”
• Least one image
• Testimonials or something to testify that you are a “legit business”
• Form to capture your lead
What does a landing page consist of?
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Keep in mind that the landing page is typically for one offer or event. Keeping the user on the page to complete that offer or event is the main focus of the page.
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What is a “Landing Page”?
• Keep your pages simple and minimize distractions
• Never use your home page and an targeted “lead capturing page”
• Good idea to remove your website’s main navigation
• Make the offer or call to action irresistible.
• Make sure your landing page matches your lead in (or your call-to-action)
• Make it easy. Don’t Think... Just Do!
• Make the form simple
What Makes An Effective Landing Page?
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Examples: Good OR Bad?
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blue kaboom web + mobile solutions
Examples: Good OR Bad?
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blue kaboom web + mobile solutions
Examples: Good OR Bad?
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blue kaboom web + mobile solutions
Examples: Good OR Bad?
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blue kaboom web + mobile solutions
Examples: Good OR Bad?
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blue kaboom web + mobile solutions
Examples: Good OR Bad?
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CALLS-TO-ACTIONWhat the Effective Landing Page is for!
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Effective Calls-to-Action
A successful CTA is to drive a visitor to take action. This does require the web page to have a clear objective. This also give a way to measure success.
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✓ Use the right URGANT language. (e.g. download, buy, register now!)
✓ Give a time limit. This creates a since of urgency. (e.g. offer expires tomorrow)
✓ BIGGER is BETTER (in this instance) than most other elements
✓ Consider your color choices of the CTA (e.g. link, button, images)
✓Make it obvious that it is actionable. Have a hover effect to the element
✓ Keep it simple! don’t over complicate, keep it clear.
✓ Test your options. A&B testing make it very clear what your most frequent audience likes are!
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CTA Positioning
Users DO NOT READ, THEY SCAN.
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Reference Eyetools.com
Eye Tracking Heat Map
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CTA Positioning
Segmenting multiple offers
✓ Top level pages: reasons to believe: white papers, downloads
✓Mid level pages: Contact to learn more
Put the CTA above & below the fold
✓ Don’t limit your chances to just the top of fold...
Right, Right, Right
✓ Studies suggest the right side is the best place to be. But do your own testing!
Consider the following:
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Case Studies: contentverve.com
blue kaboom web + mobile solutions
Examples: Good OR Bad?
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blue kaboom web + mobile solutions
Examples: Good OR Bad?
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blue kaboom web + mobile solutions
Examples: Good OR Bad?
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blue kaboom web + mobile solutions
Examples: Good OR Bad?
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blue kaboom web + mobile solutions
Examples: Good OR Bad?
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FORMS
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Forms
• Keep it short. There is not a correct amount of fields you should have, just make it the necessities only!
• The fewer the fields the better for your conversions
• Longer forms tend to get passed up. Too much work!
• Test, test, test.
Dos and Don’ts
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Goal Tracking: Google Analytics
$70,000
$100,000
Whoo hoo!
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Goal Tracking: User Flow
Sources
DISCUSSION
EFFECTIVELANDING PAGES
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