Download - Landing Page Optimization
LANDING PAGE OPTIMIZATION
How to Create Effective Landing Pages
• Paolo Vidali• Senior Digital Marketing
Strategist, DragonSearch
• IT, QA, Web Dev, e-Commerce, PPC Marketing, CRO
• @PaoloRobot
WHO AM I?
• Why Test• How to Define Value• How to Test• Using Data to Make
Decisions• Your Action Plan
WHAT ARE WE TALKING ABOUT?
• You can always do better
• If you’re not trying to get better, you’ve just given up
WHY TEST?
• Proposed Improvements• Changes• Desired Outcomes
DEFINE GOALS
• Right Now• Ideally• Reality• Your Feelings
WHAT’S YOUR SALES FUNNEL?
• Statistics• Data• Analytics• Metrics• Overwhelming• Important
DOES IT TRACK?
DEFINING YOUR VALUE PROPOSITION
You need to answer this fast, otherwise shut the shop down.
• Price• Service• Selection• Quality• Convenience• Intellectual Property
WHAT SETS YOU APART?
WHY SHOULD SOMEONE TRUST YOU?
WHAT & WHEN WILL YOU DELIVER?
SEGMENT YOUR AUDIENCE
DEMOGRAPHICS & PSYCHOGRAPHICS
“Intent beats demographics and psychographics. Always.” –Avinash Kaushik
“The data of consciousness have a very large number of gaps in them; both in healthy and in sick people psychical acts often occur which can be explained only by presupposing other acts.”– Sigmund Freud
RESPONSIVE VS MOBILE
CRAFT CONTENT FOR THE AUDIENCE
USE PPC TO TEST PAGES
DATA DRIVES DECISIONS
• Understand your metrics
• Sample size 100+• Be careful of
percentages
STATISTICAL SIGNIFICANCE
BELL CURVES
• Mean is where highest single quantity lies• Median is the average• Most data within 3 standard deviations of the
mean
• Is yours accurate?• “I don’t know”• Wrong answer• Fix ASAP
ACCURATE CONVERSION MEASUREMENT
GOOGLE ANALYTICSWALKTHROUGH
KEY METRICS AND REPORTS
Time on site Pages per visit % New visitors
Bounce rateGoals Revenue Exit Pages
ON-SITE FACTORS
• Location• Device• Browser/OS• Domain/Provider
VISITOR FACTORS
SETTING UP A GOAL
• 2.0% for e-Commerce
• 8.0% for Lead Generation
• 2 in 100• 8 in 100
TYPICAL CONVERSION RATES
• Pick your metric• Focus• Date ranges• Coffee
HOW TO ANALYZE DATA
APPROACHING PAGE LAYOUT
CONTACT INFO
BE ABOVE THE FOLD
DON’T MAKE VISITORS SEARCH FOR THE END
• Accessibility• Jumping Out
CONTRAST & GRAYSCALE
BEWARE OF TEMPLATES
WHY NATIONAL BRANDS WON’T WORK FOR YOU
DO NOT COPY YOUR COMPETITORS
A OR B OR MVT ?
Either/Or This/That
MVTMultivariate testing: all iterations
MAKING WIREFRAMES
BALSAMIQLUCIDCHARTLOVELY CHARTS MOCKFLOW
DA BUTTON FACTORY
• Color• Size• Call to action
MAKING BUTTONS
SOURCING IMAGES
• Don’t go generic!• Hire a pro if you can• Use people wisely
SXC.HU
PIXABAY.COM
• Where is the gaze?• Does it look stock?• Good lighting• Use your real team
SELECTING QUALITY IMAGES
IMPORTANCE OF PRODUCT PHOTOS
FORM DESIGN FOR LEAD GEN
MOST IMPORTANT FORM ELEMENTS
REQUIRED FIELDS & NUMBER OF FIELDS
• Is your form trackable?• Say No to iFrames
FORMSTACK WUFOO GRAVITY FORMS
USING LOGOS
CAPTCHA AND SPAM
Don’t captcha it… use a honeypot!
E-COMMERCE LANDING PAGES
LANDING PAGES WITH PRODUCTS
TOO MANY OPTIONS
DON’T PITCH TOO SOON
REMOVE THE BARRIERS
• Foregone conclusions• Retargeting
COMPARISON SHOPPING & ABANDONMENT
Reason for Online Shopping Anxiety
• Need to see or touch the item before purchasing (37%)
• Cost of delivery too high (36%)• Concerns about quality or
freshness of a product (26%)• Ease of returning the item (20%)
SHIPPING & COUPON OFFERS
Alix Partners May 2012
• Image rotate and zoom• Flat rate or free
shipping• Trust logos & real
guarantees• Clear returns & service
policies
HOW DO WE FIX THIS?
OK, NOW LET’S MAKE GREAT CONTENT
1. Get to the Point2. You can be funny3. Use the thesaurus4. Get excited about it!5. Never leave someone
hanging
PERSUASIVE COPYWRITING
TESTIMONIALS
WRITING HEADLINES
• Incentivize• Persuade• Declare
CALLS TO ACTION (CTA)
LIVE LANDING PAGE CRITIQUES!
Let the battle… begin!
OK LET’S FIX IT.
Well that was interesting…
TESTING TOOLS
• Let’s do a live demo!VISUAL WEBSITE OPTIMIZER
OPTIMIZELY
UNBOUNCE
GOOGLE CONTENT EXPERIMENTS
CRAZYEGG
CLICKTALE
USER EXPERIENCE (UX)
Jakob Nielsen’s Alertbox >> www.nngroup.com/articles
SURVEYING • Searching for data that’s right in front of you
• Draft your survey questions
• Set a delay• Read results daily
KAMPYLE
ETHNIO
QUALROO
SURVEYMONKEY
MAKE YOUR ACTION PLAN
1. IDENTIFY
A valuable converting page
2. ANALYZE
What could be improved
3. BACK UP
Hypotheses with data
4. DECIDE
What to test, and A/B or MVT
5. PICK
A testing tool
6. CREATE
New content and design
7. DEPLOY
Test and wait
8. ANALYZE
Results, implement changes or re-test
9. TREAT YOURSELFTo dinner with the money you just made
FURTHER LEARNING1.Which Test Won2.Blogs (CrazyEgg, Optimizely)3.Webinars (Tim Ash & Site Tuners)4.Conversion Conference (Boston
Oct 2013)
