designing effective book landing pages
DESCRIPTION
This presentation was given at the 2010 Tools of Change conference in NY.TRANSCRIPT
Using Optimized Book Landing Pages
to convert Interested Readers
into Book Buyers
Neil Levin Neil Levin -- EverPub.comEverPub.com
book landing page
take-aways
1. Build Names
2. Currency
3. Free
4. Multi-media
5. Lean
6. Friction free
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Without strong SEO someone interested
in your book will get to here
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First, a look at some book landing pages
that are not effective
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Do you know who is coming to your website?…and why?
�B2B�Publishing community – retailer,
wholesaler, rights – information seekers
�Media – contact information, general
information
�B2C� Impulse – just wandering through
�Destination – seeking a specific book
....Either way – they need the same things
B2C landing pages
They want to:
• answer a question or learn about
your book or program
You want to:• engage the visitor, the longer they
are on the site the better
• build a following
• capture a name
• sell a book
Book landing pages
that work….
� “What’s new”
includes more
than just new
books. It includes events
and projects.
� Daily TV
programs –
posted on YouTube
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� Sub-home page
for browsing
� Different sort
approaches
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Interweave book landing page
Long page goes beyond
the fold but has many strong components
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� Perfect amount of copy
� TOC with copy
� Look inside via Scribd
� Vast majority of page
devoted to book, not
corporate use
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� Author information
� Other title suggestions
� Reviews – Amazon and
� Trust emblems for direct
purchasing
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� Press Release
� Preview
� Multiple purchase options
� Author info w picture
� Reviews
� Media contact info
� Facebook and Twitter
� Discussion Wall
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PoliPointPress
home page
�Blog
�Newsletter signup
�Download
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� Strong metadata
�Video
�Amazon reviews
�Additional book suggestions
� Look inside
� TOC
�Multiple purchase options
� Endorsements
�Additional links
�Hi % of page devoted to book, not toolbars
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EverPub book landing page
� All important metadata
� Video
� Social media links: Facebook, Twitter, LinkedIn, blog
� Reviews
� Author bio
� Author contact information with separate blog, FB, and Twitter accounts
� Downloadable files
� Multiple purchase options
� SEO embedded in design
� Next author appearance
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� Related website links
� Look inside
� Share
� Prominent BUY
button
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� Audio player
and download
� Press & customer
reviews
� Additional book
suggestions
� Customer wall
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KOGAN home page
� Video
� News headlines
� Free! Free! Free!
� Easy navigation
� Clean, practical
design
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Free marketing & sales resources are
used as a way to build their newsletters
and direct marketing program
Random House
Book landing page
� Previews
� Separate author section
� Reviews
� Discussion
Great information
but you need to
link off of the
page to get to it
making effective
book landing pages
� Use search engine optimization
� Use all 5 tools available on your book
page: layout, text, images, audio, and
video
� Currency – use social media
� Give to get – freebies or samples
� Go for the comprehensive, clean, and
uncluttered design
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EverPub LLCWebsite development, SEO, e-commerce,
Social Media marketing, e-book and digital strategy.
CONTACT:
Neil Levin