Landing Pages for the Real World, Conversion Conference, 2012

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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.

Text of Landing Pages for the Real World, Conversion Conference, 2012

1. Landing Pages for the Real World Jenny Halasz President Archology, Inc. @JennyHalasz 2. What is a Landing Page? @JennyHalasz 3. Rules of Usability and LPO 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 @JennyHalasz 4. @JennyHalasz 5. Statistical Principles F-Shaped Pattern Length of Content Speed of Page Sliders/Carousels @JennyHalasz 6. F-Shaped Pattern @JennyHalasz 7. Short and Sweet @JennyHalasz 8. Make it Fast @JennyHalasz 9. Stop Using Sliders and Carousels @JennyHalasz 10. Stop Using Sliders and Carousels Too much information for the human brain Banner blindness Human eyes are drawn to motion Theyre easy to mess up common mistakes: Rotate too fast/slow No navigation (or too small) No call to action @JennyHalasz 11. Decode User Intent The Right Way to Do Keyword Research The Basic Buying Cycle Types of Queries Answering Implied or Expected Questions @JennyHalasz 12. The Right Way to Do Keyword Research Minimize and separate jargon Differentiating factors Consider profit margins, seasonality, inventory @JennyHalasz 13. The Right Way to Do Keyword Research Meaning Patterns (size, color, type, locality) Questions and Linguistics @JennyHalasz 14. The Buying Cycle http://www.future-ink.com/blog/website-copywriting-to-increase-your-sales/ @JennyHalasz 15. 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 16. 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) @JennyHalasz 17. Conversion Principles Eliminate Friction and Anxiety Reduce Unsupervised Thought Communicate Value Proposition Motivate to Purchase @JennyHalasz 18. Friction @JennyHalasz 19. Friction @JennyHalasz 20. Friction @JennyHalasz 21. Anxiety @JennyHalasz 22. Anxiety @JennyHalasz 23. Unsupervised Thought @JennyHalasz 24. Supervised Thought @JennyHalasz 25. Motivation @JennyHalasz 26. Value Proposition @JennyHalasz 27. Motivation @JennyHalasz 28. Value Proposition @JennyHalasz 29. Calls to Action @JennyHalasz 30. Calls to Action @JennyHalasz 31. Additional Takeaways Consider statistics Use your instincts Ask your friends Test if you can @JennyHalasz 32. Thank You! Archology, Inc. @JennyHalasz