LANDING PAGE OPTIMIZATION

How to Create Effective Landing Pages

• Paolo Vidali• Senior Digital Marketing

Strategist, DragonSearch

• IT, QA, Web Dev, e-Commerce, PPC Marketing, CRO

• @PaoloRobot

WHO AM I?

• Why Test• How to Define Value• How to Test• Using Data to Make

Decisions• Your Action Plan

WHAT ARE WE TALKING ABOUT?

• You can always do better

• If you’re not trying to get better, you’ve just given up

WHY TEST?

• Proposed Improvements• Changes• Desired Outcomes

DEFINE GOALS

• Right Now• Ideally• Reality• Your Feelings

WHAT’S YOUR SALES FUNNEL?

• Statistics• Data• Analytics• Metrics• Overwhelming• Important

DOES IT TRACK?

DEFINING YOUR VALUE PROPOSITION

You need to answer this fast, otherwise shut the shop down.

• Price• Service• Selection• Quality• Convenience• Intellectual Property

WHAT SETS YOU APART?

WHY SHOULD SOMEONE TRUST YOU?

WHAT & WHEN WILL YOU DELIVER?

SEGMENT YOUR AUDIENCE

DEMOGRAPHICS & PSYCHOGRAPHICS

“Intent beats demographics and psychographics. Always.” –Avinash Kaushik

“The data of consciousness have a very large number of gaps in them; both in healthy and in sick people psychical acts often occur which can be explained only by presupposing other acts.”– Sigmund Freud

RESPONSIVE VS MOBILE

CRAFT CONTENT FOR THE AUDIENCE

USE PPC TO TEST PAGES

DATA DRIVES DECISIONS

• Understand your metrics

• Sample size 100+• Be careful of

percentages

STATISTICAL SIGNIFICANCE

BELL CURVES

• Mean is where highest single quantity lies• Median is the average• Most data within 3 standard deviations of the

mean

• Is yours accurate?• “I don’t know”• Wrong answer• Fix ASAP

ACCURATE CONVERSION MEASUREMENT

GOOGLE ANALYTICSWALKTHROUGH

KEY METRICS AND REPORTS

Time on site Pages per visit % New visitors

Bounce rateGoals Revenue Exit Pages

ON-SITE FACTORS

• Location• Device• Browser/OS• Domain/Provider

VISITOR FACTORS

SETTING UP A GOAL

• 2.0% for e-Commerce

• 8.0% for Lead Generation

• 2 in 100• 8 in 100

TYPICAL CONVERSION RATES

• Pick your metric• Focus• Date ranges• Coffee

HOW TO ANALYZE DATA

APPROACHING PAGE LAYOUT

CONTACT INFO

BE ABOVE THE FOLD

DON’T MAKE VISITORS SEARCH FOR THE END

• Accessibility• Jumping Out

CONTRAST & GRAYSCALE

BEWARE OF TEMPLATES

WHY NATIONAL BRANDS WON’T WORK FOR YOU

DO NOT COPY YOUR COMPETITORS

A OR B OR MVT ?

Either/Or This/That

MVTMultivariate testing: all iterations

MAKING WIREFRAMES

BALSAMIQLUCIDCHARTLOVELY CHARTS MOCKFLOW

DA BUTTON FACTORY

• Color• Size• Call to action

MAKING BUTTONS

SOURCING IMAGES

• Don’t go generic!• Hire a pro if you can• Use people wisely

SXC.HU

PIXABAY.COM

• Where is the gaze?• Does it look stock?• Good lighting• Use your real team

SELECTING QUALITY IMAGES

IMPORTANCE OF PRODUCT PHOTOS

FORM DESIGN FOR LEAD GEN

MOST IMPORTANT FORM ELEMENTS

REQUIRED FIELDS & NUMBER OF FIELDS

• Is your form trackable?• Say No to iFrames

FORMSTACK WUFOO GRAVITY FORMS

USING LOGOS

CAPTCHA AND SPAM

Don’t captcha it… use a honeypot!

E-COMMERCE LANDING PAGES

LANDING PAGES WITH PRODUCTS

TOO MANY OPTIONS

DON’T PITCH TOO SOON

REMOVE THE BARRIERS

• Foregone conclusions• Retargeting

COMPARISON SHOPPING & ABANDONMENT

Reason for Online Shopping Anxiety

• Need to see or touch the item before purchasing (37%)

• Cost of delivery too high (36%)• Concerns about quality or

freshness of a product (26%)• Ease of returning the item (20%)

SHIPPING & COUPON OFFERS

Alix Partners May 2012

• Image rotate and zoom• Flat rate or free

shipping• Trust logos & real

guarantees• Clear returns & service

policies

HOW DO WE FIX THIS?

OK, NOW LET’S MAKE GREAT CONTENT

1. Get to the Point2. You can be funny3. Use the thesaurus4. Get excited about it!5. Never leave someone

hanging

PERSUASIVE COPYWRITING

TESTIMONIALS

WRITING HEADLINES

• Incentivize• Persuade• Declare

CALLS TO ACTION (CTA)

LIVE LANDING PAGE CRITIQUES!

Let the battle… begin!

OK LET’S FIX IT.

Well that was interesting…

TESTING TOOLS

• Let’s do a live demo!VISUAL WEBSITE OPTIMIZER

OPTIMIZELY

UNBOUNCE

GOOGLE CONTENT EXPERIMENTS

CRAZYEGG

CLICKTALE

USER EXPERIENCE (UX)

Jakob Nielsen’s Alertbox >> www.nngroup.com/articles

SURVEYING • Searching for data that’s right in front of you

• Draft your survey questions

• Set a delay• Read results daily

KAMPYLE

ETHNIO

QUALROO

SURVEYMONKEY

MAKE YOUR ACTION PLAN

1. IDENTIFY

A valuable converting page

2. ANALYZE

What could be improved

3. BACK UP

Hypotheses with data

4. DECIDE

What to test, and A/B or MVT

5. PICK

A testing tool

6. CREATE

New content and design

7. DEPLOY

Test and wait

8. ANALYZE

Results, implement changes or re-test

9. TREAT YOURSELFTo dinner with the money you just made

FURTHER LEARNING1.Which Test Won2.Blogs (CrazyEgg, Optimizely)3.Webinars (Tim Ash & Site Tuners)4.Conversion Conference (Boston

Oct 2013)

THANK YOU KINDLY.

www.dragonsearchmarketing.com/blogTwitter.com/PaoloRobotpaolo@dragonsearch.net