you'll convert and you'll like it: building landing pages that work

Why Landing Pages?

Top of Funnel

Efficient Sales Cycle

Engage

Build a List

Conversions

How Do Users Get There?

Socedo!

PPC Ads

Banner Ads

Paid Social Ads

Now What?

Landing Page Vs. Homepage

Landing Page Solves a Problem

Introduces Brand

All-inclusive experience

Only Purpose is Conversion

Homepage Provides Information

Brand may be Known

Introductory experience

Multi-PurposeMulti-Conversion Inform

Landing Page Solves a Customer Problem

Introduces Brand as Solution

All-inclusive experience directed towards conversion

Only purpose is resolution

Guiding toward Conversion

Solutions One page, one conversion

User-friendly

Guiding toward Conversion

Simple design, eye-catching CTA.

User-friendly, provide just enough information

Fun conversions, different options toward the same conversion.

Content and Design

Design

Evokes feeling of problem being solved

Priorities above the fold

Draws eye towards CTA

Conversion is easy, not a chore

Where’s the CTA?

Unnecessary Distractions

What is this?

The more emphatic you are, the less I trust

you.

Why should I trust you? Social proof is necessary.

Contact you? I thought I was buying

something…

Too vague. What do you want to know?

Design Issues

Evokes feeling of chaos and doubt

Only CTA above fold was navigation

Conversion is easy, but form is too vague

Design

Evokes feeling of trust and playfulness

Clear CTA

Clear Value

Content

Solve the problem (customer first)

Show and tell (clear statements, social proof)

Clear Value (differentiator)

Features before benefits or vice versa?

Show Your Value

The more emphatic you are, the less I trust

you.

Time to Test

One change at a time

Various devices

Never Assume

Layout

Imagery

Content

Testing Devices

Tools or devices?

Priorities first

Does the UX make sense?

Undelay.io

Testing Layout

Left vs. Right vs. Center

Simple vs. Complex

Example?

Testing Design

Does it feel like a solution?

What’s the first thing you see? Ask your mother

Does it match the source? Website? Social experience?

Does it match the copy?

Big vs. Small vs. No image

Colors

Prioritize

Testing Content

Tone matches solution

Is it clear? Ask your mother

Get to the point and leave the room

Test Everything

Be patient: Rule of 100

The Value vs. The Ask

It’s not you, it’s PPC

Thank you!