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Getting someone to come to your website is only half the battle. Once visitors arrive, the landing pages are a crucial component in moving them to act. If your conversion rate is too low, you are literally turning away business. This session will give you a crash course in how to tune and tweak your key web pages to get the conversion.
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Toronto | June 11–13, 2012 | #sesto
@JennyHalasz
Landing Page Optimization
Jenny Halasz President JLH Marketing, Inc.
Toronto | June 11–13, 2012 | #sesto
@JennyHalasz
What is a Landing Page?
Toronto | June 11–13, 2012 | #sesto
@JennyHalasz
Push vs. Pull
Toronto | June 11–13, 2012 | #sesto
@JennyHalasz
• Considers users’ needs above all else
• Identifies key functions to perform
• Designs navigation according to needs
• Adheres to fundamentals of user behavior
User Centered Design (UCD)
Toronto | June 11–13, 2012 | #sesto
@JennyHalasz
F-Shaped Pattern
Toronto | June 11–13, 2012 | #sesto
@JennyHalasz
F-Shaped Pattern
Toronto | June 11–13, 2012 | #sesto
@JennyHalasz
Short and Sweet
Toronto | June 11–13, 2012 | #sesto
@JennyHalasz
Make it Fast
Toronto | June 11–13, 2012 | #sesto
@JennyHalasz
Friction
Toronto | June 11–13, 2012 | #sesto
@JennyHalasz
Friction
Toronto | June 11–13, 2012 | #sesto
@JennyHalasz
Friction
Toronto | June 11–13, 2012 | #sesto
@JennyHalasz
Unsupervised Thought
Toronto | June 11–13, 2012 | #sesto
@JennyHalasz
Supervised Thought
Toronto | June 11–13, 2012 | #sesto
@JennyHalasz
Motivation
Toronto | June 11–13, 2012 | #sesto
@JennyHalasz
Value Proposition
Toronto | June 11–13, 2012 | #sesto
@JennyHalasz
Motivation
Toronto | June 11–13, 2012 | #sesto
@JennyHalasz
Value Proposition
Toronto | June 11–13, 2012 | #sesto
@JennyHalasz
• Rule of 3
• Value Propositions
• Motivations
• Calls-to-action
To-Do List
Toronto | June 11–13, 2012 | #sesto
@JennyHalasz
Calls to Action
Toronto | June 11–13, 2012 | #sesto
@JennyHalasz
Calls to Action
Toronto | June 11–13, 2012 | #sesto
@JennyHalasz
If you remember nothing else…
User-centered design is ROI!
Reduce Conflict (Friction)
Obvious (Call To Action)
Incentivize (Values & Motivation)
Toronto | June 11–13, 2012 | #sesto
@JennyHalasz
• Use your instincts
• Ask your friends
• Pick a goal
• Test if you can
Takeaways
Toronto | June 11–13, 2012 | #sesto
@JennyHalasz
Thank You!
