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This presentation will focus on techniques for making great landing pages that are ideal for small businesses or sole proprietors who simply can't afford A/B and multi variate testing. You'll learn how to use keywords effectively to decode user intent and then deliver a superior visitor experience without compromising search engine optimization.
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@JennyHalasz
Landing Pages for the Real World
Jenny Halasz President Archology, Inc.
@JennyHalasz
What is a Landing Page?
@JennyHalasz
• Considers users’ needs above all else
• Identify key functions to perform
• Design navigation according to needs
• Adhere to fundamentals of user behavior
• Test, Test, Test
Rules of Usability and LPO
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@JennyHalasz
• F-Shaped Pattern
• Length of Content
• Speed of Page
• Sliders/Carousels
Statistical Principles
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F-Shaped Pattern
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Short and Sweet
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Make it Fast
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Stop Using Sliders and Carousels
@JennyHalasz
Stop Using Sliders and Carousels
• Too much information for the human brain
• Banner blindness
• Human eyes are drawn to motion
• They’re easy to mess up – common mistakes:
Rotate too fast/slow
No navigation (or too small)
No call to action
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• The Right Way to Do Keyword Research
• The Basic Buying Cycle
• Types of Queries
• Answering Implied or Expected Questions
Decode User Intent
@JennyHalasz
The Right Way to Do Keyword Research
• Minimize and separate jargon
• Differentiating factors
• Consider profit margins, seasonality, inventory…
@JennyHalasz
The Right Way to Do Keyword Research
• Meaning
• Patterns (size, color, type, locality)
• Questions and Linguistics
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The Buying Cycle
http://www.future-ink.com/blog/website-copywriting-to-increase-your-sales/
@JennyHalasz
Types of Queries
• Informational
Typically broad, short phrases where general response is sought
• Navigational
Specific websites or brands, concepts associated with a location
• Transactional
Intent to take action, often long phrases with verb use common.
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Answering Implied or Expected Questions
• Product/Service
How does it work?
How much does it cost?
What types are available?
• Brand/Name
What do others think? (reviews)
How does it compare? (competitors)
Where can I buy it? (location)
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• Eliminate Friction and Anxiety
• Reduce Unsupervised Thought
• Communicate Value Proposition
• Motivate to Purchase
Conversion Principles
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Friction
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Friction
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Friction
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Anxiety
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Anxiety
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Unsupervised Thought
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Supervised Thought
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Motivation
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Value Proposition
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Motivation
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Value Proposition
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Calls to Action
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Calls to Action
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• Consider statistics
• Use your instincts
• Ask your friends
• Test if you can
Additional Takeaways
@JennyHalasz
Thank You!
Archology, Inc.
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