Creating Great Landing Pages

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BloomReach CEO and co-founder Raj De Datta's presentation from the SES Chicago session on "Mastering the Four Crucial Ingredients for Successful Landing Pages". Raj focuses on "relevance", providing examples of landing pages that are and are not relevant to the user's intent.

He suggests asking:

- Is this page relevant to my query?
- Do I know why this is the right solution for me?
- Is it obvious what I need to do next?

Description of the session from the SES website:

In this session, you'll learn how to boost conversion of your web pages using the four critical conversion-optimization ingredients: aesthetics, usability, marketing, and context appropriateness. You'll see examples of winning pages that used the right balance of the four aspects, as well as pages that failed by focusing too much on just one of the four key areas. You'll also get specific ideas on how to immediately improve your pages' conversion by incorporating all four ingredients in your design and messaging.

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Creating Great Landing Pages

  1. CREATING GREAT LANDING PAGES A Technology Driven Approach Raj De Datta, CEO BloomReach November 12, 2012
  2. RELEVANCE MAKES LANDING PAGESEFFECTIVE• From • Aesthetics – Quality, Location of key content • Usability – Quality & Proximity/Flow of the page • Marketing – Prominence of offers and action • Content Appropriateness – Relevance• To • Content Appropriateness – Relevance • Aesthetics – Quality, Location of key content • Usability – Quality & Proximity/Flow of the page • Marketing – Prominence of offers and action
  3. THE CONVERSION TRINITY* • Is this page relevant to my query? • Do I know why this is the right solution for me? • Is it obvious what I need to do next?* Bryan Eisenberg, Anatomy of a Perfect Landing Page, SES New York
  4. QUERY: GUESS PINK HANDBAGS No “guess pink handbags” on this page
  5. MORE RELEVANT? More relevant page for “guess pink handbags”
  6. HOW TO DELIVER RELEVANT LANDINGS?• Dynamically interpret query intent• Create or Route to the best page on the site for that query • Product: Query match • Category: Query match• Place highest matching products at top of page
  7. TRACK LIGHTING PENDANT – CURRENTDoes not match query Images do not match query Unclear usability - Too many options to click Products do not match query
  8. TRACK LIGHTING PENDANT – OPTIMIZED Products matchText matches query query Action is clear
  9. OPTIMIZING AT SCALE• Algorithmic routing• Automatic high performance product selection• Machine based language and image interpretation• Continuous conversion optimization based on • Query + • Ad Group + • Landing Page +
  10. KIDS BEDROOM FURNITURE - EXISTINGText does notmatch query Products do not all match query
  11. KIDS BEDROOM FURNITURE - OPTIMIZEDExact Textmatch Exact product matchRelevantrefinements Could have clearer call to action
  12. PERSONALIZING LANDING PAGES
  13. CHAIRS LADDER BACK - EXISTINGText does notmatch query Products do not all match query
  14. CHAIRS LADDER BACK - PERSONALIZEDText matches query First products Match query Action is clear
  15. RELEVANCE IN LEAD GENERATION Standard search results page Page that has been BloomLifted: • Stronger headline incorporatingGeneric text unrelated topic of the page they came from and ad they clicked on to the content of thesite they came from or • Results more closely map to user intentthe ad they clicked on • Stronger call to action
  16. REALLY RELEVANT LEAD GENERATION Standardsearch results page Page that has been BloomLifted: • Stronger headline incorporating search query • Results more closely map Generic text to user intent • Stronger call to action
  17. WHAT CAN YOU DO• Clean up your product feed• Test and optimize your templates for usability and quality• Automate product selection, routing and refinements • It’s impossible to manually create every page or even all the combinations…

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