Landing page101

Landing Page Design101

Saturday, September 21, 13

What’s&the&Point?&

•  Controlled&experiment&(MVP)&

•  Get&people&to&convert&on&a&single,&specific&value&proposiDon.&

•  Split&test&and&iterate&rapidly.&

Saturday, September 21, 13

The Buyer Persona

Who you are selling to?

Saturday, September 21, 13

•  Did&I&land&in&the&correct&place?&•  Is&This&What&I&Expected?&•  Do&I&Trust&This&Site?&•  How&Long&Will&This&Take?&•  What&Should&I&Do&Next?&•  Where&Should&I&Go&Next?&•  Should&I&Click&the&Back&BuUon?&

Empathize&

Saturday, September 21, 13

&&&&

Large&Graphic&&

Headline&

Key&Benefits &&

CallJtoJAcDon&Social&Proof &&

Simplified&Layout&

!&"&

#&$&

Saturday, September 21, 13

SaDsfies&the&“itch”&of&the&person&in&search&for&a&specific&soluDon&to&their&problem.&First&thing&read.&

&&&&

Large&Graphic&&

Headline&

Key&Benefits &&

CallJtoJAcDon&Social&Proof &&

Headline&

Saturday, September 21, 13

“Big&Picture&Hypothesis”&&

a.k.a.&&

SoluDon&Hypothesis&&

a.k.a.&&

Value&ProposiDon&

Saturday, September 21, 13

&&&&

Large&Graphic&&

Headline&

Key&Benefits &&

CallJtoJAcDon&Social&Proof &&

How&does&your&product&or&service&benefit&the&customer?&

Write&out&bullet&points.&&

Key&Benefits&

Saturday, September 21, 13

&&&&

Large&Graphic&&

Headline&

Key&Benefits &&

CallJtoJAcDon&Social&Proof &&

Image&highlights&product&and&conveys&happy&user&experience.&

Hero&Shot&

Saturday, September 21, 13

&&&&

Large&Graphic&&

Headline&

Key&Benefits &&

CallJtoJAcDon&Social&Proof &&

TesDmonials&help&to&establish&credibility&and&trust.&

Social&Proof&

Saturday, September 21, 13

&&&&

Large&Graphic&&

Headline&

Key&Benefits &&

CallJtoJAcDon&Social&Proof &&

Solicit&one&clear&acDon&that&tests&your&Riskiest&Assump4on.&

CallJtoJAcDon&

Saturday, September 21, 13

Don’t&Blow&It&

•  The&Headline&is&Everything&and&will&Probably&Have&the&Biggest&Impact&on&Conversions&

•  A/B&Split&Test&the&Headline&&

Saturday, September 21, 13

Experiment&1:&3%&&&%&&Experiment&2:&3.2%&&&&&✗&&Experiment&1:&3%&&&%&&Experiment&2:&6%&&&&&&&&✓&

Gauge&ProducDvity&

Saturday, September 21, 13

Example&Split&Test&

“Developers&Save&Time&and&Money&with&Our&Leading&ApplicaDon&Monitoring&SoYware”&&“Our&ApplicaDon&Monitoring&SoYware&Helps&Developers&Fix&Code&Bugs&Faster,&Improving&the&BoUom&Line”&

Saturday, September 21, 13

Saturday, September 21, 13

Saturday, September 21, 13

Don’t&Blow&It&

•  Don’t&be&lazy&about&the&page&design.&Polish&=&Credibility.&

•  Keep&copy&clear&&&concise,&using&bullet&points&

Saturday, September 21, 13

Saturday, September 21, 13

Don’t&Blow&It&

•  If&collecDng&email&addresses,&must&include&a&privacy&statement.&

•  “Your&privacy&is&important&to&us.&We&will&never&share&your&email&address&with&third&parDes.”&

Saturday, September 21, 13

Saturday, September 21, 13

Primary&Traffic&Sources&

•  SEM&–&Adwords,&Bing,&Yahoo&•  Email&blasts&(remember%to%collect!)&•  Facebook&posts&/&ads&•  TwiUer&posts&/&ads&•  Google+&posts&•  Quora&/&Yahoo&Answers&•  Surveys&with&CTA&•  Live&Interviews&

Saturday, September 21, 13

AddiDonal&Traffic&Sources&

•  Craigslist&Ads&•  Youtube&/&Vimeo&•  Flickr&/&Pinterest&•  Slideshare&/&Scribd&•  Blog&comments&•  Forum&comments&•  Paper&fliers,&posters,&biz&cards&

Saturday, September 21, 13

Basics&of&Landing&Page&Design&&

Saturday, September 21, 13

Basics&of&Landing&Page&Design&&

Saturday, September 21, 13

Basics&of&Landing&Page&Design&&

Saturday, September 21, 13

Basics&of&Landing&Page&Design&&

Saturday, September 21, 13

Saturday, September 21, 13

Questions?

Tweet @uxceo

Saturday, September 21, 13