@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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• 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

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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

@JennyHalasz

• The Right Way to Do Keyword Research

• The Basic Buying Cycle

• Types of Queries

• Answering Implied or Expected Questions

Decode User Intent

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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.

@JennyHalasz

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.