Landing page optimization report best practices for increasing conversion rates

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<ul><li>1.Landing Pages: Integrating Online andOfflineNaehas Landing Page Optimization Report Best Practices for Increasing Conversion Rates Rab Govilwww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas</li></ul><p>2. Landing Page Buzz According to a recent Gartner Group Study, 50% of web sales are lost because visitors cannot easily find products, content, or services theyre looking for on websites.As many as 50% [of visitors]bail within 0-8seconds after briefly glancing at the [landing]page. The Google Quality Score is determined by your keywords clickthrough rate (CTR) on Google, and the relevance of your ad text, keyword, and landing pagewww.naehas.com525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas 3. More Than 80% of Individuals Leave a Landing Page Within 0-8 Seconds Due To Poor Relevancy, Design, and Offer Proportion of visitors who leave within 0-8 seconds after briefly glancing at the page Proportion of visitors who leave when the page does not prove compelling under closer examination Visitors who are attempting to convert but fail somehow, or who would convert if there was an alternate channel such as phone Conversionswww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 940251-877-2naehas 4. Top 5 Landing Page Mistakes Call to action in the outbound medium is not reflected inthe landing page Offer has no value or does not match the customer buyingstage Distracting Navigation options that lead the customer awayfrom the conversion goal Tedious and invasive forms. Landing page design is confusing or difficult to read.www.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas 5. Data Sources for This Report Naehas, Inc.PODiInternational consortium which produces theBest Practices research on the bestapplication of digital printing on a world widebasisSoftware as a Service company basedin Silicon Valley (www.naehas.com)Total of over 300 projects in Best Practicecollection of case studies. The best practicesreport has been requested over 40,000 timesProvide marketers a Landing Pagein just one yearApplication that allow them to create,host and measure personalized landing Case studies available at www.podi.orgpages without any help from IT MarketingSherpa Conduct Case Study interviews with brand-Customers range from Fortune 500 side marketing VPs and directors in bothcompanies (Canon, USPS, Charlesbusiness-to-business and consumerSchwab, Merril Lynch) to small and marketing.medium businesses. Surveyed over 237,000 marketing, advertising and PR professionals to date.Data in the report based on the last 50Produced one of the first definitive researchlanding page campaigns report on landing pages called the landing page handbookwww.naehas.com525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas 6. Landing Page Optimization Rule40% Optimizing a landing page can significantly Customization &amp; increase conversion rates Personalization2X 40% Conversion Rate Offer and Usability20% Creative AverageOptimized Landing PageLanding Pagewww.naehas.com525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas 7. Optimized Landing Pages Should Be Customizedand Personalized For Each Target Segment, andShould Focus on Converting The Customer 40% Customized and2X personalized landing pagesNavigationRelevance should feel as though they were created especially for&amp; each individual. Conversion Rate1. The headline should match the call to action in the outbound medium.2. Personalized pages should greet the individual by name and contain information relevant to the receiver.3. Customized landing pages should have relevant content for each segment AverageOptimized Landing PageLanding Page4. Be sure to segment the target audience for each landing pagewww.naehas.com525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas 8. A Customized Landing Page Will Contain ContentThat Matches That of the Lead Source and IsRelevant to The Target Audience/Segment The Netflix Ad &amp; Landing Page are a Good Example of how to match the lead source copy to that of the landing page. This way, the viewer feels as though they are in the right place because what they clicked on is what they got.www.naehas.com525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas 9. Customized Landing Pages That Do Not MatchTheir Lead Source Make the Viewer Feel AsThough They Are NOT In The Right Place Non-relevant landing pageThe landing pagementions nothing aboutsame online serviceor same pricewww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas 10. Both Customized and Personalized LandingPages Should Have Easy to Remember URLsMake sure the URL is easy to read and easy to typeToo many http://www.zfdanonsensicSimple to des.com/cgibin al words remember /zfdat/site/prod andand read uct/index.html?symbols www.zoffer.com id=001597211&amp; zone=zbsWhy is this important Email: Significant numbers will cut and paste the link or type it in. Online ads: They might come back to it at a later time or send it to a friend. Do not lose out on the viral part of the response. Direct Mail or other offline media: Since they will be typing it in, it has to be easy to read and type in or you are going to be loosing many prospective leads.www.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas 11. Personalized Landing Pages Have OnAverage A 30% Better Conversion RatePersonalized Landing Pages: Contain relevant information specific to each receiver Contain Unique URLs for each receiver Provide tracking at an individual level Provide the prospective lead with relevant offers that may better catchand keep their attention.EXAMPLE To take advantage of this exclusive offer, visit your personal website before Dec 15th: www.acme.com/bill.fosterwww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas 12. Directing Customers To PersonalizedLanding Pages Significantly IncreasesResponse Rates Direct customersto landing pagesusing uniquepersonalizedURLswww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 940251-877-2naehas 13. Customize Your Outbound Media WithTargeted Messaging Specific To YourAudience. Retail/Quick Printer Commercial Printer Management Commercial Printer Production In-Plantwww.naehas.com525 Middlefield Road | Suite 230 | Menlo Park | CA | 940251-877-2naehas 14. Additionally, Match Your TargetedMessaging On Your Outbound Media ToThat On Your Landing Pages CANON EXAMPLE Personalized landing pages should greet customer by name Make offers relevant to each segment in order to improve conversionswww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas 15. Relevance: Canon Examplewww.naehas.com525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas 16. For Canon, Optimizing Their Landing PagesResulted In A Significant Opportunity Pipeline&amp; Significantly More Leadswww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas 17. In Addition, Using Personalized LandingPages With Their Direct Mail Campaign,Canon Saw A 93% Conversion Ratewww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas 18. Using Personalized Landing Pages With TheirCatalog Distribution, Worlds Finest Chocolates Saw a 150% Increase In Sales Example Worlds Finest Chocolate Personalized Landing Page Displays customizedcontent Is personalized withname and past orderinformation Offers productrecommendations andproduct historyspecific to each visitorwww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas 19. Statistical Results for WFCs 5th Catalog Mailing AudienceResponseResponseAOVControlSegmentSizeRateLiftLift AOV ILP AOVB2B House File54K 1.68% 9.32% 12%$311$348ConsumerProspects* 10K .28%238%140% $102$302ConsumerHouse File 40K 2.45% 8%3% $89 $92* Results for the consumer prospect are not statistically significantwww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas 20. Segment Your Audience To Increase ContentRelevancy on Both Customized and PersonalizedLanding Pages Potential evolutionary path: Stage 1: One-size-fits-all Stage 2: 3-5 segments based on type of media source Stage 3: Add other relevance factors to the mix Repeat vs. new visitor Time of day, geography Key sites, keywords Other customer-specific information Ultimately, you are likely to find 2-3 relevance factors thatgive you most of the lift from targeting Segmentationwww.naehas.com525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas 21. When Segmenting, Be Sure To Test TheMessaging In Order To Optimize Response RatesCanon Segmentation Out of 4 test segments, 2 proved to be most valuable Retail/Quick Printer Commercial Printer Management Commercial Printer Production In-Plantwww.naehas.com525 Middlefield Road | Suite 230 | Menlo Park | CA | 940251-877-2naehas 22. Best Practices for Designing Customizedand Personalized Landing Pages The landing page headline should match the call to actionfrom the outbound medium Build the landing page specifically for each segment beware of over-segmenting your audience Use Personalized Landing Pages whenever you have datafiles for your segment audience Use easy to remember URLs. Personalize them whenpossible.www.naehas.com525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas 23. Optimized Landing Pages Have Segment-Targeted Offers and Simple Usability40%A compelling landing pageshould have a targetaudience-specific offer andsimple usability2X1. Make the offer relevant to the ultimate goal or objective of the landing page. Conversion Rate2. The landing page should quickly explain how the offer will benefit the customer.Usability Offer &amp;3. The call to action should be clearly stated and easy to accept4. Forms should be simple and pre-filled when applicable. AverageOptimized 5. Do not include distracting Landing PageLanding Pagenavigation when possible.www.naehas.com525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas 24. There Are 4 Components That Make Up A Successful OfferThe successful progression from entering a landing page tocompleting the conversion action includes the followingcomponents: Offer Forms NavigationThank YouPagewww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 940251-877-2naehas 25. Determine The Right Offer For The RightSegment. Offers May Differ Between SegmentsThankOfferForms Navigation You Pagewww.naehas.com525 Middlefield Road | Suite 230 | Menlo Park | CA | 940251-877-2naehas 26. Business to Business Offer Examples Thank OfferForms NavigationYou PageResponsiveness Optimum Offer Qualified(1-5)(1-5) Offers ROI calculators3 5 15Whitepapers/ Guides 3 4 12 Case studies 4 3 12Relevant giveaways4 3 12 Video clips or demo4 3 12Webinars2 5 10 Live events1 5 5 Free giveaways 5 1 5 Tradeshows 2 2 4www.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 940251-877-2naehas 27. The Offer and Call To Action Should Be Specific ToThe Segment Audience In Order To IncreaseLikeliness of ConversionThankOfferForms Navigation You Page Make sure the value of the offer is clear AND specifically targeted toyour campaigns target audience. Make offers bold and easy to take advantage of. If it is an interactive offer such as a value calculator, clearly state howlong it will take for them to interact with it or what they will get. The offer button clearly states the value of the offerWhen providing personalinformation, studies have shownthat the response rate it better ifsymbols representing security arepresentwww.naehas.com525 Middlefield Road | Suite 230 | Menlo Park | CA | 940251-877-2naehas 28. Test Various Offers To MaximizeConversions Thank OfferForms NavigationYou Page Two separate offers allow for better testing of which one is more effective with the target customer Note that the only way out of the page is to either leave it or click the conversion buttonwww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas 29. The offer should be located both above andbelow the fold if necessaryThankOfferForms Navigation You Page Design the landing page using 800x600 resolution toensure that you capture 89-94% of internet usersResolution Proportion ofPopulation Using 1024x768 54% 1280x102421% 800x60014% Unknown5% 1152x864 3% 1600x12000% 640x4800%Rule of Thumb Make sure all critical elements are visible withoutscrolling by keeping them in the upper 300 pixels of the pagewww.naehas.com525 Middlefield Road | Suite 230 | Menlo Park | CA | 940251-877-2naehas 30. Best Practices For The Offer and Call To ActionTo Increase Likeliness of Conversion Thank OfferForms NavigationYou Page Make sure the value of the offer is clear and easy to takeadvantage of. Place the offer above the fold on the page. If it is a scrollingpage, repeat the offer again below the fold. If the landing page takes them to second page forconversion, repeat the offer and the value of the offer againon the second page.www.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 940251-877-2naehas 31. Best Practices When Using Forms OnLanding Pages Thank OfferForms NavigationYou Page Use the minimum number of form fields possible. Forms should be used to collect new information only. If you already havecustomer information either pre-fill the forms or only as for newinformation. Provide Trust: Forms are scary. If you tell people exactly what you will dowith the information and what you will not do, your conversion rates willimprove. Make it clear using verbiage such as: "We will only use youremail address send you what you ask for. or We will never sell or shareyour information with third parties without our permission. Privacy Policy" Pre-fill forms whenever possible.www.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 940251-877-2naehas 32. Asking for too much information on formsoften scare potential customers away Thank OfferForms NavigationYou Page Barix Clinics: Poorly designed landing page and conversion form. You cant read the titles on the brochures The form is extremely detailed and very intimidating The page lacks a clear and direct call to action Wheres the submit button???www.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 940251-877-2naehas 33. Best Practices for Using Forms To IncreaseConversions Thank OfferForms NavigationYou Page Use check boxes or radio buttons as much as possible, but neverat the same time. Check Box Radio Pre-fill forms as much as possible using information from boughtlists or in-house databases. Use Red for the conversion button to improve your conversionrate. Make sure information is saved as they go, so that if theyaccidentally hit the back button they will not have to start fromscratchwww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA...</p>