The Anatomy of the Perfect Landing Page

Anatomy Of a Perfect Landing Page

Presented by

Bryan Eisenberg - @TheGrok

A Paint By Numbers Approach to Increasing Your Conversion Rate

Most websites don’t have a TRAFFIC problem...

However, every website has a CONVERSION problem!

• $56.8 billion will be spent this year on generating website traffic, but only 2%-3% of visitors will actually convert. Source: 2010 ZenithOptimedia

Why Settle for a 3% Conversion Rate?

1. Schwan’s 41.7%2. ProFlowers 26.5%3. Vitacost.com 24.0%4. Woman Within 22.4%5. Blair 20.5%6. Lands' End 19.5%7. Doctors Foster and Smith 18.6%8. Office Depot 18.4%9. Roaman's 18.4%10. QVC 18.3%

Companies typically spend $92 to bring customers

to their site.

But only $1 to convert them.

4 variables most strongly correlated with improved overall conversion

• Perceived control over conversion rates

• A structured approach to CRO

• Having someone directly responsible for CRO

• Incentivising staff based on conversion rates

Methods currently used for improving conversion rates

The Hard Work Pays Off• Companies whose conversion rates have

improved over the previous 12 months are using on average 26% more methods to improve conversion than those companies whose conversion rates have not improved.

• Companies whose conversion rates have improved are using on average 50% more ways to segment their visitors and customers than those companies whose conversion rates have not improved.

WebsiteTestingTools.com

There is a Magic Formula

30 Key Optimization FactorsPlanningWIIFM: What's in it for me?Unique Value Proposition/Campaign PropositionThe Buying DecisionCategorization

StructureUsabilityLook and FeelSearchabilityLayout, Visual Clarity, and Eye TrackingPurchasingToolsError PreventionBrowser Compatibility

MomentumProduct PresentationLoad TimeAIDAS (Scent)Trust & CredibilityNavigation / User of LinksProduct Selection / CategorizationUp-sell / Cross-sellCalls to Action / formsPoint of Action Security & Privacy

CommunicationPersuasive CopywritingContent Headlines ReadabilityUse of Color and ImagesTerminology / Jargon"We-We" Test (Customer-Focused Language)Features like reviews

The Conversion Trinity1. Are you relevant to MY query?

2. Do I know WHY you are the right solution for me?

3. Is it obvious WHAT I need to do next?

Relevance Value Call to Ac/on

Landing Page Guidelines

Relevance

Google Explains Relevance "We provide strong SCENT so users don't lose time," he said. "We take the text from the page that is relevant to the query, and include it in the summary…

Advertisers are coming to the realization that ads must have a scent that the user will likely find useful."

- Krishna Bharat, senior research scientist at Google

Relevance

Where is The Landing Page Opportunity?

Victoria’s Secret is Scent

What is the Scent Quality?BrandImageOfferCategoryProduct

Good Use of Scent

Even Better Use of ScentBrandImageOfferCategoryProduct

Scent Cues Include• Trigger Words / Offers

• Graphics

• Color

• Shape

• Location

Geico Banner, Appeals to Who?

Landing Page Optimization Is Not Enough!

You Need to Look At All Customer Journeys & Processes

• Average conversion improvement range 5%-20% (As high as 100%)

MESSAGE CONSISTENCY

Do You Think You Should Treat These The Same?

First Time Visitor vs Repeat Customer

West Coast vs East Coast

Local vs International

Early bird vs Lunchtime vs late night browsers

Technical feature creature vs. Price pouncer

Brand/Model Searchers vs. broad category searchers

Who Makes Up Your Segments?

“DVD Players”

“Sony DVP-NS500V”

“Compare DVD Players”

Personas Build Predictive Models

1. Simple Personas - include decision making styles, buying stages and some basic segmentation

2. Robust Personas - include Meyers-Briggs Type Indicator psychographic profiles, market research,

Eyetracking 4 Types: Jakob Nielsen

http://www.grokdotcom.com/2007/09/05/eyetracking-heatmaps-gaze-plots-oh-my/

Competitive Patterned Behavior

Methodical Patterned Behavior

Spontaneous Patterned Behavior

Humanistic Patterned Behavior

A framework is only as good as what you do with it

Call to Action

The Conversion Trinity In Action1. Are you relevant to MY query?

Relevance Value Call to Action

Boosted Sign-Ups by 52.8%

The Conversion Trinity1. Are you relevant to MY query?

Don’t do Slice & Dice Optimization

Can You Spot The Differences?

They Test For Impact Not Variations

Opportunity Cost

Using Our Process

• Spontaneous seek top sellers & new releases

• Humanistics care about reviews

• Methodicals find by genre

• Competitives search by actor, title, etc.

$25M Opportunity Gain

“I asked the Eisenbergs to do a study of our web site… found something we had to fix immediately…We fixed it that night, and saw an immediate 5% lift in our sales.“Bryan and Jeffrey Eisenberg are #1 in the online conversion game and there is no #2.” - Patrick Byrne, CEO of Overstock.com

“We can't solve problems by using the same kind of thinking we used when we created them.” - Albert Einstein

It’s Not About What but Why

Optimize All You Want

3 Types of Landing Pages

Take an Action

Fill Out a Form

Link to Information

Main Landing Page Sections• Logo• Headline

• text• graphical

• Offer• Descriptive copy

• Bullet/block• List of key features• List of key benefits

• Product/Service Presentation • Product image• Tours• Screen shots• Life-style images

• Calls to action• Links• Buttons• Forms

• Confidence Building• Testimonials• Examples of users• 3rd Party validators

• Link to more information• Template elements

Breaking Down Sections

Call to Action

Headline

Product presentation

Confidence building

Call to Action

Headline

Links to More Information

Template elements

Call to Action

Headline

Confidence building

Template elements

Confidence building

Call to Action

Confidence building

5 Dimensions

• Relevance

• Quality

• Location

• Proximity

• Prominence

Call to Action

Headline

OfferProduct presentation

Confidence building

Template elements

Not Good Quality Elements

Every Element Shows Quality

Location

Proximity Boosted Sign-Ups by 52.8%

Check Your Page in Gray Scale

Wirify.com

Color Has Impact

Before HeatMap

Prioritize Actions

After HeatMap

Check Out The Gaze Order

Probability of Fixed Gaze

Image created with 3M/VAS

111% Increase in Conversions

Made the call to action more prominent!

It’s Not the Tool, It’s How You Use Ithttp://mo.am/21secrets

Bryan Eisenberg

bryan@bryaneisenberg.com

Blog: www.BryanEisenberg.com

ClickZ.com Column: ROI Marketing Since 2001

Twitter:@TheGrok

The Anatomy of the Perfect Landing Page

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