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Landing Page Design & Optimization

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Information about Landing Page Design & Optimization

Published on May 8, 2008

Author: alexdesigns

Source: slideshare.net

Description

Best practices for landing page design and conversion rate optimization.
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Best Practices For Landing Pages Alex Designs LLC Alexdesigns.com

Last Slide First Define a set of Landing Page best practices for your company - what works for your competitors may not work for you Design for all personas - make it as easy as possible to collect a lead. Plus integrate a follow-on campaign via email or phone Give the user value - reasons to complete a landing page or provide something in return Test, test and test - the only way to improve ROI

Define a set of Landing Page best practices for your company - what works for your competitors may not work for you

Design for all personas - make it as easy as possible to collect a lead. Plus integrate a follow-on campaign via email or phone

Give the user value - reasons to complete a landing page or provide something in return

Test, test and test - the only way to improve ROI

My Background: Studio Art Degree – FSU Fine Artist, Illustration & Graphic Design eDiets.com Creative Director – 7 Years Been A/B Testing since 2000 Alex Designs LLC – 3 Years Web Design and Consulting since 2004

Studio Art Degree – FSU Fine Artist, Illustration & Graphic Design

eDiets.com Creative Director – 7 Years Been A/B Testing since 2000

Alex Designs LLC – 3 Years Web Design and Consulting since 2004

Make A Quick Impression In just a brief one-twentieth of a second --less than half the time it takes to blink -- people make aesthetic judgments that influence the rest of their experience with an internet site.* * Behaviour and Information Technology journal

In just a brief one-twentieth of a second --less than half the time it takes to blink -- people make aesthetic judgments that influence the rest of their experience with an internet site.* * Behaviour and Information Technology journal

Creating a Scent Trail Banner Landing Page Product Detail Page Grab the visitor's attention (saying something of value) Craft a landing page that is consistent with the message of the ad and relevant to the problem the visitor is seeking to resolve Deliver on that message *From Future Now, Inc.

Grab the visitor's attention (saying something of value)

Craft a landing page that is consistent with the message of the ad and relevant to the problem the visitor is seeking to resolve

Deliver on that message

Landing Pages Begin Sales Funnel

Why A Sales Funnel? Isolate the user experience Focus on creating customer connections - lead generation & follow-ons Set Up For A/B Testing Higher ROI than a homepage Flexible to handle newsletter sign ups, up-sells and opt-in partnerships

Isolate the user experience

Focus on creating customer connections - lead generation & follow-ons

Set Up For A/B Testing

Higher ROI than a homepage

Flexible to handle newsletter sign ups, up-sells and opt-in partnerships

Let’s See Some Examples

Example: Bad Sales Funnel

Example: Bad Landing Page Just A Little Long They Do A/B Test Does anyone read all this?

Just A Little Long

They Do A/B Test

Does anyone read all this?

Example: Good Sales Funnel

Example: Good Landing Page Successful Trends: Button stands out Many ways to sign up Simple message Targeted demographic Free Trial Personalized Experiences

Successful Trends:

Button stands out

Many ways to sign up

Simple message

Targeted demographic

Free Trial

Personalized Experiences

Landing Page Examples From Alex Designs LLC

Example #1: Landing Page With Form – Original Layout Problems With Layout: Button does not stand out Header is too big. This is considered wasted real estate - the page scrolls and button below fold. Lack of focal point to force the user focus on form Showing the price before user understands what the company is about. Navigation links are exits Header area

Problems With Layout:

Button does not stand out

Header is too big. This is considered wasted real estate - the page scrolls and button below fold.

Lack of focal point to force the user focus on form

Showing the price before user understands what the company is about.

Navigation links are exits

Header area

Example #1: Landing Page With Form – Wire Frame Layout Solutions For Layout: Make the button stand out Reduce Header size. The button is now above the fold. Lack of focal point to force the user focus on form Remove the prices and try to entice the user to create start the conversion process Remove Navigation links

Solutions For Layout:

Make the button stand out

Reduce Header size. The button is now above the fold.

Lack of focal point to force the user focus on form

Remove the prices and try to entice the user to create start the conversion process

Remove Navigation links

Example #1: Landing Page With Form – New Layout Solutions Summary: Button is clearly defined and easy to read. Button is defined as the focal point Header is reduced and navigational links are eliminated. The page barely scrolls and all important elements are above the fold. User is not forced to read but skim bullets of copy or choose to take a tour if they want more info. Addition of the 100% Secure to make users feel more confident to sign up.

Solutions Summary:

Button is clearly defined and easy to read. Button is defined as the focal point

Header is reduced and navigational links are eliminated.

The page barely scrolls and all important elements are above the fold.

User is not forced to read but skim bullets of copy or choose to take a tour if they want more info.

Addition of the 100% Secure to make users feel more confident to sign up.

Results: Venture Deal Cost per action for either the 14 day trial signup or email newsletter signup, the CPA has gone down from $33 last month to $20 this month – a 40% drop . The number of 14 day trials per day has gone from 1.5 last month to 2.8 so far this month – 87% increase . The overall response rate once visitors hit my site has gone from 4% to 7%.

Cost per action for either the 14 day trial signup or email newsletter signup, the CPA has gone down from $33 last month to $20 this month – a 40% drop .

The number of 14 day trials per day has gone from 1.5 last month to 2.8 so far this month – 87% increase .

The overall response rate once visitors hit my site has gone from 4% to 7%.

Example #2: Landing Page With Form – Original Layout Problems With Layout: Button is below the fold Photo is too big. Green text is hard to read Composition forces the user to look all across the page Lack of focal point to force the user focus on form. Too many green elements. Where’s the value?

Problems With Layout:

Button is below the fold

Photo is too big.

Green text is hard to read

Composition forces the user to look all across the page

Lack of focal point to force the user focus on form. Too many green elements.

Where’s the value?

Example #2: Landing Page With Form – Wire Frame Layout Solutions For Layout: Move button above the fold Give reason to why the user should get started. Provide some value and also a FREE Guide. Make it easier to read and flow better. Clearly define the focal point and call to actions.

Solutions For Layout:

Move button above the fold

Give reason to why the user should get started. Provide some value and also a FREE Guide.

Make it easier to read and flow better.

Clearly define the focal point and call to actions.

Example #2: Landing Page With Form – New Layout Solutions Summary: Make the phone number easier to find Make the information easy to read and up to date. Give real reason why they should join. Provide credibility Clearly define the focal point and call to actions.

Solutions Summary:

Make the phone number easier to find

Make the information easy to read and up to date. Give real reason why they should join.

Provide credibility

Clearly define the focal point and call to actions.

Improving Crown Peak Landing Pages

Example #3: Landing Page With Form – Original Layout Things I Like: Button above fold Buttons are Cleary Defined Limited Navigation Things I Don’t Like: I feel forced to read the text Text is hard to read Is the text providing any value? Lack of credibility Hard to tell why I should put my information into the form

Things I Like:

Button above fold

Buttons are Cleary Defined

Limited Navigation

Things I Don’t Like:

I feel forced to read the text

Text is hard to read

Is the text providing any value?

Lack of credibility

Hard to tell why I should put my information into the form

Example #3: Landing Page With Form – Wire Frame Layout Solutions For Layout: Give them a reason to fill out the form Add Privacy and Credibility Make the flow of the page from left to right. The user is not forced to read copy. Add a testimonial or message to reinforce headline Use bullets (max 5) instead of paragraphs. Move the contact us and privacy links to pop-ups so users do not leave your landing page

Solutions For Layout:

Give them a reason to fill out the form

Add Privacy and Credibility

Make the flow of the page from left to right. The user is not forced to read copy.

Add a testimonial or message to reinforce headline

Use bullets (max 5) instead of paragraphs.

Move the contact us and privacy links to pop-ups so users do not leave your landing page

Example #3: Landing Page With Form – New Layout Solutions Summary: Use the colors and photos to force the users eyes from left to right. Add Privacy and Credibility Add a testimonial or message to reinforce headline Use bullets (max 5) instead of paragraphs.

Solutions Summary:

Use the colors and photos to force the users eyes from left to right.

Add Privacy and Credibility

Add a testimonial or message to reinforce headline

Use bullets (max 5) instead of paragraphs.

What are your competitors doing?

Competitor Example #1:

Competitor Example #2:

What are your partners doing?

Partner Example #1:

Partner Example #2:

A/B Testing: Helps Determine Marketing Copy & Strategy for not only the landing pages Optimize Your Conversion Long Term Benefits Improve Your Scent Trail

Helps Determine Marketing Copy & Strategy for not only the landing pages

Optimize Your Conversion

Long Term Benefits

Improve Your Scent Trail

Multivariate Testing

Multivariate Testing: Google Web Optimizer http:// services.google.com/websiteoptimizer/overview/index.html

Eye Tracking:

Eye Tracking: Example from Tobii

Eye Tracking: Results of redesign after study completed

Brief Best Practice Summary Make a quick impression Limited Navigation Personalize the landing page - based on AD Focal point is the button -------------------------------------------------------- Provide value & credibility in your content Conversions are event driven - take action Design for eye tracking and usability Clear call to action - multiple times (Hard Sell) Test to improve your baseline

Make a quick impression

Limited Navigation

Personalize the landing page - based on AD

Focal point is the button

--------------------------------------------------------

Provide value & credibility in your content

Conversions are event driven - take action

Design for eye tracking and usability

Clear call to action - multiple times (Hard Sell)

Test to improve your baseline

Last Slide Define a set of Landing Page best practices for your company - what works for your competitors may not work for you Design for all personas - make it as easy as possible to collect a lead. Plus integrate a follow-on campaign via email or phone Give the user value - reasons to complete a landing page or provide something in return Test, test and test - the only way to improve ROI

Define a set of Landing Page best practices for your company - what works for your competitors may not work for you

Design for all personas - make it as easy as possible to collect a lead. Plus integrate a follow-on campaign via email or phone

Give the user value - reasons to complete a landing page or provide something in return

Test, test and test - the only way to improve ROI

Thank You Alex Harris www.AlexDesigns.com [email_address] 954-240-4980

Alex Harris

www.AlexDesigns.com

[email_address]

954-240-4980

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