Anatomy of a High Converting landing page

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Discover the 10 elements that create high converting landing pages and how to use this process to deliver a great customer experience.

Discover the 10 elements that create high converting landing pages and how to use this process to deliver a great customer experience.

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  • 1. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Anatomy Of a Perfect Landing Page
 Presented by Bryan Eisenberg http://www.BryanEisenberg.com
 @TheGrok
  • 2. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData bryaneisenberg.com Bryan Eisenberg
 bryan@bryaneisenberg.com @TheGrok !
  • 3. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok We'll here over and over again that digital marketing is all about relevance. Too often we try to peg people into overly generalized buckets.
  • 4. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok 92:1 Companies typically spend $92 to bring customers to their site. But only $1 
 to convert them. © 1999 - 2010 Tealeaf Technology, Inc. All rights reserved. Confidential and Proprietary. One main reason for that is that most peoples' budgets are focused exclusively on driving traffic and spend very little on the activities that would help optimize the experience for visitors and increase conversion rates.
  • 5. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok What percentage of your total marketing budget is allocated to optimization activities? includes agency fees, professional services, technology - source eConsultancy 4/2013 The most successful companies are budgeting significant portions of their budget on optimization activities.
  • 6. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Most websites don’t have a 
 TRAFFIC problem... ! However, every website has a CONVERSION problem! If your website doesn't have enough visitors then there are tons of options where you can pay to drive more traffic, but how many websites do you know that have 100% conversion? 90%? 80%? 50%? So obviously there is room to improve conversion rates.
  • 7. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok All purpose flour Water Yeast Salt The thing is online we all create our pages out of the same ingredients (HTML, java, etc) just like we can take the same ingredients for dough but the final product can vary from play dough to bagels, French bread, etc. all based on our skills and intention.
  • 8. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Type to enter text Copywriting Testing & Experimentation Search Marketing Social Media Design & Layout Psychology, Human Behavior & Persuasion Marketing & Branding Sales Presentation Usability & User Experience Information Architecture Business & Web Analytics The other thing that influences the final product from those ingredients is the tools, biases and preferences we bring to it. Digital marketing needs a mix of all of these to do it well.
  • 9. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Who Gets To make business decisions? The Answer Shouldn’t Surprise You All to often the final product isn't even what we actually intended gets changed by those responsible for implementation like designers or IT folks.
  • 10. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok It’s A Journey, NOT A Destination Conversion rate is a measure of your ability to persuade visitors to take the action you want them to take. ! It's a reflection of your effectiveness and customer satisfaction. For you to achieve your goals, visitors must first achieve theirs. ! Bryan Eisenberg, ClickZ 2001 “ “ Let's understand some fundamental about online marketing, our job is to understand our potential customer's journey, map it out and deliver them the correct waypoints in their journey and stage of their process to help advance them towards the purchase. We are successful when their experiences along the way exceeds their expectations. We need to plan for their journey from step one to post conversion and consumption.
  • 11. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Landing Page Optimization! Let's look at this example. This is a well done banner and landing page. We can tell they are part of the same brand and campaign. However, it sets expectations and when we click through from here where do we go?
  • 12. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok The Entire Customer Journey! This is where the experience was broken by a BPU- business prevention unit. This experience is not seamless and doesn't flow.
  • 13. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Google Explains Relevance "We provide strong SCENT so users don't lose time," he said. "We take the text from the page that is relevant to the query, and include it in the summary…
 Advertisers are coming to the realization that ads must have a scent that the user will likely find useful." - Krishna Bharat, senior research scientist at Google It breaks the fundamental concept that information architects and UX people understood since 1995 when Dr Ed Chi from Xerox Parc explained in Wired magazine about the concept of "Scent" online. He explained that people in cyberspace are "information foraging animals."
  • 14. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Customers online are like beagles (some kind of hound) that are trying to track down something to fill their needs, desires and wants, but we get easily distracted by "squirrels."
  • 15. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Eisenberg’s Hierarchy of Optimization UX Personas (aggregate) (segment) Meeting scent in the customer experience sits somewhere between usability and intuitive in the heirarchy of optimization and so many campaigns don't provide good scent along the full journey and it is costing companies a fortune.
  • 16. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Experience Doesn’t Always Meet Needs ! Online retailers have lost over $44 billion due to transaction problems on their site!?! ! I don't know how much but Tealeaf discovered that retailers lost over 40 billion dollars just from transactional or what we would call functional and accessible errors on websites, the lowest levels on the heirarchy. We can't even begin to imagine how much is lost because we fail to persuade people.
  • 17. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Personas are composites We do that either by understanding the individuals when they come to our website and can personalize the experience like an Amazon (if we have a lot of data) but at a minimum we need to market to personas and persona-like the experience.
  • 18. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Will you drown in average? Each segment that was brought in by an individual marketing effort has different, sometimes intersecting, occasionally opposing scenarios (persuasion paths) based on their. . . Purchase Preferences knowledge needs motivation You  can  drown  trying  to  cross  a  river  with  an  average  depth  of  3  ft  and  most  marketing  is  still  focused  on  trying  to  satisfy  an  average  customer  and  we  aren't  speaking  to  our  customers  needs.  
  • 19. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Segments, Sub-Segments & More Interests Demographics Psychographics Source Behavior Interaction Buying stage Economic value Social Johari model Compexogram Personas are made up of "self-selected" segments and sub-segments.
  • 20. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok *Experian & SEO Moz, 2013 in lost revenue Hundreds 
 search queries are long-tail* Websites Have A Big Problem 7 out of 10 
 Millions
 of ways to describe them 44 627
 possible long-tail queries for iPhone 5 case We can recognize those segments by the long tail keywords we see people use.
  • 21. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok 99.6% 75.5% 89.3% Missed targets Bounced visits Failed to persuade Searchers’ Journey through your Funnel So we need to flip our funnel and think differently about our metrics. Ad impression that people don't click on are missed targeting that we didn't understand our audience. Clicks that send people to our website and they bounce off with out clicking through another page shows where we failed to satisfy our audience scent needs. Those who clicked and didn't convert we failed to explain our value and persuade them that we are the best option to fill their needs.
  • 22. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Where is The Landing Page Opportunity? This is where landing pages should exist. Someone like Amazon has over 300 million landing pages and that is why they keep showing up. Most companies don't develop more than a dozen or so active landing pages.
  • 23. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok First Map Stage then the Scenario Narrative Stage Action Early/Awareness ? Mid/Consideration - Preference ? Late/Purchase Setup an Account Post-Lead Launch Campaign/ Consumption Where do you build landing pages, first map out your customers journey and break it out by stage. For each stage map out what waypoints and actions you think they might want to take and plan pages around those.
  • 24. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Keywords, Questions and the Buying Cycle Or you can map them by the keywords and questions they have at each stage. This should help you find dozens if not hundreds of landing pages you are going to create.
  • 25. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok 20 Keywords Don’t Fail to Convert...You do! Tweet This way you will stop blaming keywords or campaigns you launch for failing when in fact they fail because your landing page or website failed to convert them.
  • 26. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok 25 We End It At the Landing Page So let's stop landing them in the wrong place.
  • 27. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok We take those funds that might otherwise be used to shout about our service, and put those funds instead into improving the service. That's the philosophy we've taken from the beginning. If you do build a great experience, customers tell each other about that. Word of mouth is very powerful. 4 Pillars to Amazon success Customer Centricity Continuous Optimization Culture of Innovation Corporate Agility “ Jeff Bezos - A Long Term Investment Amazon wouldn't do it and you shouldn't either. They understand how important it is to bring you exactly to where you want to be. In fact, in 2004 they built a technology that automated their page search. However, it did it backwards to the way most of us do things. It starts with the landing page, then chose the keywords relevant to the page and then wrote the ads that would drive people to the page and then optimize it from there continuously. You can mimic that by pointing your landing pages with a word cloud tool and seeing what keywords bubble up.
  • 28. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Invest in Customer Experience Average Market Capitalization Growth Top 50 Brands CAGR 2001-2004 Source: Interbrand, Marketing Leadership Council analysis So invest in the customer experience and you will see wild gains.
  • 29. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Scott Cook, Founder of Intuit The role of today’s leadership is to “remove the speed bumps in the experimenters’ way!” These include: • Technological limitations imagined and real • Legal limitations imagined and real • Organizational culture Landing pages are the place where you launch experiments. Last year Amazon performed over 1900 experiments. How many will you do if you get rid of the speed bumps.
  • 30. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 34 If you double the number of experiments you do per year you’re going to double your inventiveness. – Jeff Bezos “ If Amazon was doing over 200 a tests at a given time since 2004, how many more learnings have they had than you? How agile are you?
  • 31. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok From John Gagnon & Ping Jen 19 Because Bing Ads' quality score is established after the fact, it isn't used directly to determine your bid and your ad rank. We generate quality score to help advertisers identify improvement opportunities. ! ! ! ! ! Many people think that landing page relevance is between your keyword and your landing page. It's actually based on the search query your keywords trigger. No problem No problem No problem Poor No YesPoor Poor Quality Score 1 to 5 QS=6 QS=7 to 10 Landing Page UX Landing Page Relevance Keyword Relevance Your KW CTR > Marketplace Avg. CTR “ “ Even the search engine tell us how important it is to match the landing page experience to the actual search query people use.
  • 32. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Optimize All You Want ! It’s Not About What, but Why! “We can't solve problems by using the same kind of thinking we used when we created them.” 
 - Albert Einstein So stop thinking about your testing landing pages about changes buttons and simple things, learn to meet the needs of your customers "whys".
  • 33. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Don’t Write an Ad… Your Landing Page Can’t Cash
  • 34. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok There is a Magic Formula In 2005 when we published our first New York Times Bestselling book, Call to Action we told people about the 1100 variables that impact conversion but that is to complicated to scale. This was after focusing on conversion since the mid 90s and thousands and thousands of experiments.
  • 35. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok 30 Key Optimization Factors Planning WIIFM: What's in it for me? Unique Value Proposition/ Campaign Proposition The Buying Decision Categorization ! Structure Usability Look and Feel Searchability Layout, Visual Clarity, and Eye Tracking Purchasing Tools Error Prevention Browser Compatibility ! Momentum Product Presentation Load Time AIDAS (Scent) Trust & Credibility Navigation / User of Links Product Selection / Categorization Up-sell / Cross-sell Calls to Action / forms Point of Action Security & Privacy ! Communication Persuasive Copywriting Content Headlines Readability Use of Color and Images Terminology / Jargon "We-We" Test (Customer-Focused Language) Features like reviews By 2008 we simplified it to 30 main variables but that is still even to complicated to scale from a landing page experience.
  • 36. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok The Conversion Trinity Relevance Value CTA So about 5 years ago we came up with the Conversion Trinity. We can apply this ads and landing pages as well. You must focus on always improving the relevance of the page or ad to the visitor, increase their perception of the value expressed and your offer and making sure they understand what action they need to take next and that you help them build the confidence to take that action by closing the loop by addressing their possible objections.
  • 37. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Always An Audience Of One Write  to  please  just  one  person.  If  you  open  a  window  and  make  love  to  the  world,  so  to  speak,  your  story  will  get  pneumonia.  –  Kurt  Vonnegut   !Keep  that  in  mind  as  you  want  to  increase  relevance.  
  • 38. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Personas To Build Predictive Models Simple Personas - include decision making styles, buying stages and some basic segmentation Robust Personas - include Meyers-Briggs Type Indicator psychographic profiles, market research, competitive analysis and detailed segmentation It helps to use personas so you can write to one persona at a time.
  • 39. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Eyetracking 4 Types: Jakob Nielsen http://www.grokdotcom.com/2007/09/05/eyetracking-heatmaps-gaze-plots-oh-my/ There is plenty of evidence that shows how different people are even after looking at the same page. Each persona or type of person will interact with the page in their preferred way.
  • 40. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok But What Are the Ingredients? So what are the ingredients and secret formula for creating a successful landing page.
  • 41. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok 10 Main Landing Page Sections Logo Headline/UCP text graphical Offer Descriptive copy Bullet/block List of key features List of key benefits Product/Service Presentation Product image Tours Screen shots Life-style images Calls to action Links Buttons Forms Confidence Building Testimonials Examples of users 3rd Party validators Contact Information Link to more information Template elements Almost all high converting landing pages have these 10 elements.
  • 42. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Breaking Down Sections Logo Call to Action Headline Product presentation Confidence building Offer So we take a page and overlay it to find which elements are there and objectively which aren't and we know how we can optimize the page by adding in the missing pieces.
  • 43. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Logo Call to Action Headline Product presentation Links to More Information Offer Template elements You can do this to any page.
  • 44. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Logo Call to Action Headline Offer Product presentation Links to More Information Confidence building Template elements Confidence building Call to Action Links to More Information Confidence building Contact Info You can also see if elements seem to be disconnected from one another by looking at pages this way because we aren't being biased by the design.
  • 45. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Logo Headline Offer/Descriptive Copy Links to More Information Confidence building Template elements/ Navigation Call to Action Contact Info Product presentation This also applies to mobile landing pages. Look how this one has all 10 elements.
  • 46. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Offer/Descriptive Copy Logo Headline Links to More InformationConfidence building Template elements/ Navigation Call to Action Contact Info Product presentation Template elements/ Navigation Here is one of their competitors and notice that they have no offer.
  • 47. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Logo Headline Links to More InformationConfidence building Template elements/ Navigation Call to Action Contact Info Product presentation Template elements/ Navigation Now you can also look at each piece of the anatomy and compare it to your competitors to decide if you are more relevant, valuable and confidence building (The Trinity) than yours. So look at this confidence building element and the call to action and is better than the first one if not optimize it.
  • 48. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok The Visible Anatomy 5 Dimensions: 1. Relevance 2. Quality 3. Placement 4. Proximity 5. Prominence Logo Call to Action Headline Offer Product presentation Links to More Information Confidence building Template elements Confidence building Call to Action Links to More Information Confidence building For each element you can optimize it by these 5 dimensions.
  • 49. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok A Comparison of the Anatomy of B2B Landing Pages Let's compare the anatomy of 3 landing pages for a similar product.
  • 50. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Logo Call to Action Headline Offer Product presentation Links to More Information Confidence building Template elements/ Navigation Call to Action Call to Action
  • 51. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Logo Headline Offer Product presentation Links to More Information Confidence building Template elements/ Navigation Call to Action Descriptive copy Call to Action Template Elements
  • 52. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Logo Headline Offer Product presentation Links to More Information Confidence building Template elements/ Navigation Call to Action Call to Action Product presentation
  • 53. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Logo Call to Action Headline Offer Product presentation Links to More Information Confidence building Template elements/ Navigation Call to Action Call to Action Prioritize Actions 1 2 3 Now the next step in the process for a high converting landing page is to make sure and prioritize the first 3 things you want a visitor to see or do on the page. This is how a visitor orients themselves in the first 5-8 seconds of their visit. This is their gut reaction and we'll be able to analyze our success with this. I prioritized these not based on the companies choices but based on how the design looks.
  • 54. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Prioritize Actions Logo Headline Offer Product presentation Links to More Information Confidence building Template elements/ Navigation Call to Action Descriptive copy Call to Action Template Elements 1 2 3 Why is the offer after the call to action?
  • 55. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Prioritize ActionsLogo Headline Offer Product presentation Links to More Information Confidence building Template elements/ Navigation Call to Action Call to Action Product presentation 1 2 3
  • 56. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Logo Call to Action Headline Offer Product presentation Links to More Information Confidence building Template elements/ Navigation Call to Action Call to Action 1 2 3 Now we can run each landing page using a tool like Feng-GUI or. AttentionWizard and compare how these attention maps reflect our priorities in the design. These tools simulate what people would focus on in the first 5 seconds of seeing the page. Notice there is almost no attention to the offer. Time to optimize that.
  • 57. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Logo Headline Offer Product presentation Links to More Information Confidence building Template elements/ Navigation Call to Action Descriptive copy Call to Action Template Elements 1 2 3 This is well designed but there is attention to the blue arrow which could have more relevant and valuable copy such as the lower swipe rate compared to Square's 2.75 rate.
  • 58. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Logo Headline Offer Product presentation Links to More Information Confidence building Template elements/ Navigation Call to Action Call to Action Product presentation 1 2 3 Here you can see it is all over the place. Faces naturally will draw plenty of attention on a page and distract from your top 3 priorities.
  • 59. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok 10 Main Landing Page Sections Logo Headline/UCP text graphical Offer Descriptive copy Bullet/block List of key features List of key benefits Product/Service Presentation Product image Tours Screen shots Life-style images Calls to action Links Buttons Forms Confidence Building Testimonials Examples of users 3rd Party validators Contact Information Link to more information Template elements You can also use this list to plan what you will put in for each element on a new landing page.
  • 60. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Desktop browsing is a full course dinner; mobile browsing is like snacking! One key point to remember about mobile landing pages versus desktop landing page and this brings up the dangers that could occur with responsive designs. Let's compare Square, Intuit and PayPal's mobile landing pages.
  • 61. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Nice and snack like.
  • 62. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Clearly meant for snacking.
  • 63. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Overwhelming.
  • 64. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Please start creating great landing pages know that you have the recipe, processes and techniques. Make sure you have the tools to not let landing page creation be an obstacle in your experimenter's way.
  • 65. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData Bryan Eisenberg
 bryan@bryaneisenberg.com ! Some images provided by Shutterstock Blog 
 www.BryanEisenberg.com Phone
 (347) 470-GROK (4765) Bryan Jeffrey
 @TheGrok @JeffreyGroks Thank you again for coming and enjoy the day!